PR generates results period. This can be anywhere from branding, to product sales, event exposure, or even to gain new speaking gigs. It’s really about what you want to achieve as a result of a campaign.
If you have a bite, respond quickly. If you have a producer/editor interested in your pitch, respond quickly so you can book the spot. This means providing all necessary information yesterday vs. next week. If you do this, the better your chances are to secure a placement. One time I had a client lose out on two television spots, because he would not give me her schedule or call me back. Granted there was serious eye rolling on my end on this one. He was happy because he only received print coverage and that is what he wanted anyway.
Be respectful if you get a no. Here is the thing – producers receive 100’s and even 1000’s pitches per day. If you receive a “no” or a lack of response. Let it be. Do not repeatedly call/email asking the media person if they received your email. Trust me, they did. If you are obnoxious you are going to get blackballed. Also, watch the show first/read the paper first and make sure you are pitching the right individual. The fashion editor could care less about your upcoming business webinar. And, you just added to their already overloaded email. Way to go. One trick is if you get a “no” vs. a no response, ask if there any stories in particular that they are looking for. Again, no response here means it is time for you to vanish.
Make sure you have a catchy subject line in your email. I have a couple of favorites here. Typically I use the headline on a press release. If you do not know what this is, please email me for an example. My favorite that worked was: Oprah called, why haven’t you? I had an immediate response from a producer. What didn’t work: Vegan is the new Viagra. Why? If you put anything sex related, including Viagra in a heading your email will end up in spam land. Avoid subject lines like: New book out or New Company. You will not even get an open. I promise.
