“It’s not what you know, it’s who you know.” 

 

“Let’s settle this over drinks.”

 

“We’ll discuss it on the golf course.” 

 

These feel like such an old school, Mad Men-esque, ways of doing business, but for a long time, this is how publicity worked. It was a small group of people (mostly men) schmoozing one another to get a spot on one of the top three networks or a feature in a major newspaper. 

 

And a lot of people still misconstrue this as the way of PR. But we can assure you, it has come a long way from smoke-filled rooms and lunch cocktails. 

 

Millions of Opportunities 

 

PR was once an impossibility for small businesses. Unless you were getting featured in a local paper, there was no such thing as PR anyone outside of corporate brands. It was expensive, limited and a total insiders club. 

 

Those times are long gone.

 

Websites, blogs, live events, podcasts, and influencers provide small businesses millions upon millions of opportunities for features. The fact that you are also able to niche down and really target your ideal audience makes it all the more effective.

 

There is still sweat equity involved on behalf of the publicist, but there is a lot more for them to work with in the current market.

 

Research + Relationships

 

It used to be that if you were going to effectively land coverage for your clients, you had to be very tight with top editors and producers. Sending gifts, rubbing elbows, and only working with top clients who had appeal for outlets. 

 

These days, a great PR pro can dive into any campaign with some solid research and skills in relationship building. 

 

It’s awesome if a publicist already has connections in your niche and can reach an editor fast? Of course. And you definitely should find a PR agency with at least some familiarity in your industry. However, given the opportunities the digital age allows, there are strategies and tools that can be applied to just about any industry to help even the smallest brands land some exposure. 

 

Consistency

 

Any PR pro worth their weight will tell you that publicity takes patience. It is a slow boil. Even with established contacts, securing coverage can take a lot of effort.

 

Even though every client is different, there should be a system in place that consistently delivers results. Characteristics to look for in a publicist:

 

• Persistence: There is no success in PR without tenacity. Before you hire a publicity team, ask what their efforts look like. How and for how long do they pursue a media contact? 
• Interior Knowledge: Rather than knowing how the editor orders their steak, a publicist should be knowledgeable on their contact’s beat. What do they like covering? What pieces do they produce every year? How early does the outlet need content for a piece to run on time? How do they feature products/brands (i.e. interviews, collaborations, feature pieces, reviews)?
• Pivot Strategy: Sometimes, no matter how good a publicist you are, things just don’t land the way you expected and you have to turn your attention in another direction. Ask anyone you’re hoping to hire how they adapt to the unpredictability of PR. What’s there Plan B?

 

More Involved with Clients

 

In today’s world, the PR team should be as engaged with their clients as they are with their media contacts. Sometimes landing coverage has less to do with a personal connection to an editor or influencer and more to do with knowing their client intimately enough to understand how to pitch them the exact right way. 

 

As much as we love the fashion of mid-century business, that’s about all we’ve brought into the modern age of publicity. Connection is still a vital piece, it’s just obtained in a totally different way and has less to do with being chummy and more to do with understanding the needs and interests of all parties involved. Including, and especially, the client.