"Don't Hit Send"
A SHIFT exec recently shared this tidbit of wisdom with me; it’s the 3 Rules he imparts to his staff regarding media/blogger relations:
If you’re not positive that your message will get their attention in a positive way; advance the relationship; or get the appointment, just don’t hit ‘send;’ don’t hit ‘publish.’”
We agreed that of the three objectives, “advancing the relationship” is clearly the most important. “Getting attention” and “getting appointments” are valuable, sure, but that’s a short-term perspective.
In today’s mediasphere, moreso than ever before, it’s all about relationships.
A good relationship has “attention” built-in. A good relationship can certainly help get an appointment (or at least a fair hearing).
(Feel free to say “Duh!” … and then sheepishly recall all the crap that PR pros have endured in recent weeks. How soon we forget!)
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Comments
I think it was quite challenging to develop relationships with key individuals before social media because you had to attend industry events, call people on the phone (having a reason), etc.
With social media/networks, you are able to connect seamlessly, as well as create relationships based on interest in social media.
Posted by: Dan Schawbel | November 16, 2007 11:22 AM
So right on. But...It's hard to tell who will engage the conversation, or better yet when. Even with a relationship intact, sometimes other things (life) get in the way of that quick response. And other times when starting the relationship it's really necessary to put yourself on the line for the sake of making things happen. Most importantly I stand behind every outreach and know that I sent 'myself' to them.
Thanks for the post.
Posted by: Christina Greene | November 16, 2007 01:53 PM
Todd,
Great advice, for the established PR professionals and students alike!
Sorry to hear about the hold up in Newark!
Noah
Posted by: Noah | November 19, 2007 11:32 PM
To pick up Christina's point.... Relationships are based on the expression of values mutually held. If an organisation (or individual) has value we admire, we will gravitate to them. It is a very social and human trait. One of the key things about RSS is that it acts very quickly in matching values and is one of the drivers of modern marketing.
So developing honest value systems, enforcing them and making sure they are available is probably the most important role in PR.
I know it's tough. Getting the dominant coalition to focus on values instead of finance or marketing is not always easy (although in my experience senior managers recognise the ethical advantage and will listen).
The pay off tends to be very swift and there are case studies all over the social media space.
It is the big opportunity PR (and clients) get from Interactive, Ubiquitous Communication.
Posted by: David Phillips | November 20, 2007 12:18 PM