Making Personal Connections on a Professional Level Can Lead to PR Success

(Post by Jessica Killenberg Muzik, APR, Vice President – Account Services)

Not that long ago, I had the opportunity to pitch “key” national and regional media in other parts of the U.S. for a client, which can be a challenge when you don’t already have solid, established relationships with target reporters in areas such as Washington, D.C.

Rather than look at this task as daunting, I broke it down into manageable pieces and began my approach. When I pitch, I typically start with a high quality media list that is researched and developed internally at our firm. I research the reporter and study their previous stories. Then I work on drafting my pitch. Now it’s not a “one size fits all pitch,” I customize if for each reporter and, when possible, on a personal level.

Why personal? PR is very much a relationship-based business and when you can find a common personal denominator to break the ice … it simply WORKS!

For example, I needed to pitch a Pittsburgh, PA-based reporter from a major national newspaper. The reporter didn’t know me. However, one of my husband’s best friends works for the local NHL team there, the Pittsburgh Penguins. As a result, I once had an opportunity to visit the area to attend a game. Thus, my note to this particular reporter took on a conversational tone, mentioning the recent Penguins visit, with my pitch later being woven in. It worked. The reporter got back to me immediately. We chatted back and forth a bit and I was able to book a media meeting for our client’s executive with this key reporter. Thus, a very happy client.

So at the end of the day (I hate that phrase, but it works here), we are all just people and making connections on a personal level in our professional life can mean all the difference.

Why Media Don’t Respond and How to Change That

(Guest post by Chad Van De Wiele, Intern)

As an intern, I’ve gained an ample amount of experience and learned many important lessons in the professional world of public relations.

One lesson I found particularly valuable came from a senior executive here, following her interaction with the bureau chief of a major wire service: there’s a reason the media don’t always respond.

While media pitching is integral to the function of PR, it doesn’t always garner the desired results. In fact, countless emails and pitches go unanswered by reporters.

For PR folks, this is maddening, to say the least. Yet, it’s a common practice we’ve yet to truly understand. So, why do reporters ignore us?

After one of our senior staffers pitched an opportunity to meet with a visiting CEO to various national and regional outlets, the previously mentioned journalist, along with many others, declined. As a sign of good faith, our staffer replied, thanking this reporter for at least taking the time to respond.

In response, the reporter provided a reasonable explanation as to why some media don’t respond at all: they don’t have time. As he explained, he receives around 30 pitches and invitations per day. If each takes roughly three minutes to read and reply to, that’s 90 minutes spent reading and responding to pitches every day.

On top of that, as he stated, declining a media pitch or invitation often results in yet another pitch to reconsider – which wastes even more of the journalist’s precious time.

So, it’s hard to argue with the practice of ignoring an invitation, especially when saying “no” might result in additional pitches.

Once you understand this happens, here are three ways to help prevent it from happening to you:

1) Target your pitches: For many of us, this is a fairly common practice; however, it may be that you’re pitching to media that don’t cover your client’s industry. To avoid this, double-check each outlet to make sure they’re appropriate for your pitch.

2) Research the reporter: Before adding a reporter to your media list, do some background research on them. Find out what this reporter typically writes about, read his/her previous stories, and make sure your story is related to their beat. Otherwise it could lead to you being banished to their spam folder.

3) Customize your pitch: Instead of blasting a generic message to everyone on your media list, personalize the message for each recipient, based on his/her needs and preferences. While this may sound time-consuming, it makes a big difference.

And to enhance future pitches, take the time to build a relationship with the reporter — when they have some time. Don’t pitch … just ask them what they’re looking for, what they’re working on, and how you might help.

Does Your Content Have the X Factor?

If you Google the term “Content Marketing” you get more than 1 billion hits. That’s 1,000,000,000+ … and the number continues to grow hourly.

CONTENT is the biggest thing in marketing today. Every company wants it. Every agency is selling it. And every person with a smartphone, tablet or laptop can create it.

Content is everywhere, partially because it is so easy to create — anyone with an internet connection can be a content publisher — and partially because it’s a lot easier to be your own publisher than to convince another publisher to tell your story for you.  (And of course, for many agencies pushing self-published content, it’s become a low-risk cash cow.)

Unfortunately, most of the business content that is created never finds its target audience. Often, it’s lonelier than the Maytag repairman on Saturday night.

Not because it’s poorly constructed, has weak production values or is feeble at storytelling, but because the focus of the content is off … by just one letter.

People are so enamored with their capability to be “content producers” … so focused on the actual creation process that they forget WHY and WHO they should be creating the content for. The real business purpose behind the content is to attract and engage a specific audience.

The key to that attraction and engagement is conteXt. Webster defines conteXt as the environment, the surroundings or the setting.

To provide conteXt for your content, think about your target audience and ask: Who are they? What’s their situation? Where do they go for information? What are their problems? What do they need? What’s of interest to them? What are their beliefs? What do they value? Who do they believe?

If you let the X factor of conteXt drive your content … if you focus on your audience’s situation, instead of your own … you’ll have more success.

13 Lessons Learned in the PR Agency Business

Back in ’92, when I started my PR firm, I had more than a dozen years of PR experience – and more than half of that with another agency – so I thought I knew pretty much all I needed to know.

I was wrong. Really wrong.

And as Bianchi PR heads toward its 21^st anniversary, I realize just how much I have learned over the past two decades … and thought it might be helpful to share a few key lessons.

Here’s my baker’s dozen list:

1. If your staff needs a pool table or basketball hoop in the office in order to have fun at work, either they’re doing it wrong or they are in the wrong business … or both.
2. If a prospective client or employee is problematic or inconsiderate at the very start, they’re just going to get worse.
3. It’s good to take PR, your job and your client seriously; it’s not good to take yourself too seriously.
4. If a prospect won’t give you a budget figure upon which you can base your proposal, they probably don’t have an approved budget.
5. Toxic employees are not worth all the pain. Neither are toxic clients. Move on.
6. No one is irreplaceable, not even you. Really.
7. If you spend the client’s money and time as carefully as you would spend your own, you’ll both be better off.
8. Monthly PR retainers are not necessarily evil. Some clients actually need and prefer a predictable budget spend and a steady, consistent effort.
9. If you take care of your clients, they will take care of you. Same goes with your employees.
10. It’s not our job to be the hero. It’s our job to make the client the hero.
11. It’s okay – even beneficial sometimes – to make mistakes … as long as you own up to them, fix them, learn from them … and don’t make the same ones twice.
12. Listening is the most important skill in PR. If you’re talking more than you’re listening, you’re broadcasting, not communicating.

Oh yeah, one more thing ..

13. It’s not as easy as it looks.

12 Things to Expect from Your PR Agency – Reprise

In an earlier post, we outlined a list of seven things a client can do to make its PR agency great – our thoughts on how a client can make its PR firm more effective and a better partner ( here’s the link: http://wp.me/ppqb5-iF).

Based on our firm’s 20-year history – and a few client relationships that have lasted more than 16 years – we’ve learned there are also a number of things an agency should do to make its relationships with clients mutually beneficial.

Of course, results are ultimately the most important thing in the client-agency relationship.

Generating solid results, however, is just the start of a great relationship, according to many of the clients we’ve talked with over the years.

If you’re a client, your peers think you should also be able to expect your PR firm team to:

1)      Be attentive – they should be responsive, accessible and pro-active, and they should feed the relationship

2)      Think long-term and strategic – not just about short-term activities or easy billings

3)      Offer ideas and opportunities that are good for your business – even if they are outside of the PR realm and don’t add any revenue or work for the agency

4)      Be a good steward of your budget – they are prompt and fair with billing and are thrifty with your money

5)      Keep you informed – they strive for transparency and no surprises

6)      Anticipate your needs – and they work hard to meet them before you’ve asked them to

7)      Provide a realistic view of what you can expect – honest, accurate, puffery-free predictions about cost, timing, impact and/or results

8)      Demonstrate that they are always thinking about you and looking out for your best interests

9)      Make you the hero – and not seek or take credit for a program’s successes

10)   Know, and cater to, your preferences and priorities – instead of forcing you to accept theirs

11)   Communicate with you candidly, honestly and frequently – better too much than too little

12)   Make it pleasant, friendly and fun for you to work with them – everyone does better in a positive environment.

I’ve always believed that if we, the PR agency team, take care of the client, the client will take care of us. So far, in the majority of cases, that has proven true. It can for you, too.

Clients: What other expectations do you have for your PR agency?

You Don’t Need a PR Firm

A few times a year, some former PR exec or recovering journalist writes an article or a blog post  with a title like “6 Reasons You’ll Regret Hiring a PR Firm.”

Very sensationalized. Very negative. And often, very bad advice.

In practicing PR for more than 30 years, I’ve seen how PR firms can deliver great results for their clients. I’ve also seen that, yes, there are instances where a client may regret hiring a PR firm … but usually, it’s due to one of three reasons:

1) The client didn’t really need a firm,

2) The client hired the wrong firm, or

3) The client didn’t live up to its end of the relationship.

In this post, let’s look at Reason #1 – whether or not you really need a PR firm.

There are generally a few trigger points that may signal you need to hire a PR firm. These are times when you’re making a major change  … times when your PR dollars can help  ensure a significant return on investment and help your organization meet its immediate goals … times when your staff lacks the time, the manpower and/or the expertise to hit the mark … and times when you can’t afford mistakes or do-overs.

When might hiring a PR firm be a good idea?

You might need a PR firm when your company or organization is:

• Launching a new product, service, pricing scenario, promotional campaign or social media presence
• Changing your name, logo/identity, direction/strategy, mission/vision
• Naming or promoting a new CEO or other high-level executive
• Facing the prospects of some potential negative media coverage due to strikes, litigation, plant closings, layoffs, accidents, product recalls, environmental spills, etc.
• Acquiring or merging with another company or organization
• Breaking ground for, or opening, a new facility … or entering a new market
• Exhibiting at a trade show or having a key executive speak at an important industry event
• Missing major media opportunities because your communications department was downsized or  eliminated during the downturn
• Reviewing or revamping your communications strategy, website, key messages, and/or social media approach
• Finding that many of your target prospects don’t know much about your organization
• Noticing that your competition is getting more than its fair share of positive media coverage and online buzz
• Experiencing wins that are worthy of being shared … such as new contracts, expansions, community donations, awards, environmental achievements, equipment investments, employment increases, etc.

But what does a PR firm offer that your internal staff may not?

Here’s how a PR firm may help you:

• Provide an objective viewpoint; act as a sounding board; offer strategic and/or tactical communications expertise that you won’t get from one of your employees
• Apply broader experience/lessons-learned from other clients/industries
• Leverage established credibility/knowledge/relationships with important reporters and bloggers
• Provide additional experienced manpower and expertise when and where you need it
• Tap into an established infrastructure for distribution of information and feedback
• Train executives to maximize the benefits of media interviews or presentations
• Stretch your marketing budget with stellar ROI.

So, if your situation fits any of those mentioned above, it may be time to start the hunt for the right PR firm.

Check out our “Finding a Perfect Agency Match” tipsheet on our PR & Social Media Resources webpage (http://www.bianchipr.com/pr-social-media-resources.html ) for help. We’ll tackle how to help your PR firm succeed in a future post.

How to Get the Most Out of Your PR Firm – Part 2

In our previous post (http://wp.me/ppqb5-qI), we offered the first five of 10 things you, as a client-side PR professional, can do get the most from your PR agency.

My contention, based on more than 30 years in the PR profession on both the client and the agency side – is that the best way to get the most out of your company’s relationship with its PR agency is to invest more thought and time into the actual relationship. 

Nurture it. Feed it. Grow it.

If you want to get more satisfaction, better ideas, better service and ultimately better results from your PR firm, here are tips six through 10 for building a better relationship:

6)      Make a sincere effort to show your appreciation. When the agency provides exceptional service, meets a crazy deadline or scores a major media hit, make the time and the effort to recognize it with a call, a text or an email.

7)      Be honest. If your boss doesn’t need that release draft until next week, don’t ask the agency to have it done today. If your account team suspects you are crying “wolf” too often, they may not take you seriously when you really do need something today.

8)      Provide the agency with feedback on projects promptly.  Even if it’s just to say “Thanks for the draft. Looks good. I’ll run it by the product team and will get back to you,” close the loop so they know the project has been received and is moving along. A good agency will ask, but an agency with a good client won’t have to ask.

9)      Trust the agency enough to really listen. If you chose the right firm, the account team is on your side and wants you to succeed. You may not always agree with them, but you hired them for their expertise and their outside perspective. At least hear it out. And if you don’t agree, give them insight as to why you are may be taking a different path.

10)      Make sure the housekeeping issues are being handled. Ensure that the agency is being paid fairly and on time for its work. Be the agency’s advocate with your Accounts Payable Department if there are payment issues. Cash flow is critical to every agency’s success. And if you help ensure that cash flow is steady, the agency can better focus on generating ideas, opportunities and results for you.

To have the best PR partner, you have to BE the best PR partner … and most times, all it takes is a little more focus on the relationship you create.

Clients: What else are you doing that helps make your company your PR firm’s preferred client?

How to Get the Most Out of Your PR Firm – Part 1

We are all trying to maximize value these days. Get more for our money. Squeeze more results from a smaller budget. Focus more effort on higher return activities and less effort on low-return projects.

PR is no different.

But in an era marked by hammering vendors, squeezing suppliers and conducting auctions to drive costs down, oddly enough, the best way to unlock the hidden extra value  and get the most out of your company’s relationship with its PR agency is … to invest a little more thought and time into the relationship. 

It costs very little, and can have huge returns.

After all, PR is a relationship business, and human beings, not machines, do the work within the framework of a relationship.

The key point is: the difference between what individuals on an account team are capable of doing and what they are willing to do is determined by how much they value that relationship.

Having worked on both the corporate and agency sides of the PR business, I have noticed that the most effective relationships were those where the client treated the agency like a true partner, rather than just another vendor, and treated the account people with respect, dignity and kindness.

And the agency, in turn, gave the client preferential treatment – the first priority, the brightest account people, the most innovative ideas and the best service … because the agency personnel felt they were personally vested in a relationship.

If you want to be your PR agency’s preferred client, here are the first five of 10 simple things you can do:

1. Give the account team the information, perspective and access to executives they need to do a great job for you. Help bring them into your organization and keep them informed.
2. Treat the account team with the same grace, care and compassion you offer your teammates and customers. It’s a fact of human nature: people will do a better job for people who treat them well.
3. Respect their opinions and their time. They hate being ignored or wasting time as much as you do. Maybe more, because the agency folks have to account for every ¼ of an hour.
4. Be realistic in terms of your expectations for results, deadlines and cost. Stretch goals can encourage people, but impossible goals will only discourage them.
5. Be organized, plan ahead when possible and offer a heads-up if a “hot” job is coming. This reduces stress and allows the PR firm to marshal the necessary resources to meet your needs. If every job you give them requires a panicked rush, you’re likely to pay extra in the long run.

See next week’s post for tips six through 10.

9 Ways to Build a Winning Partnership with Your PR Firm

(Post by Leslie Dagg, Account Supervisor)

In a time where the average client-PR agency relationship lasts only a couple of years, we’re often asked how we’ve maintained client relationships that have lasted more than a decade.

In two words, the answer would be: true partnership. While most PR firms have solid processes and competent people who want to deliver for the client, and most clients want their PR team to succeed on their behalf, it takes more than that to create a truly winning partnership.

Drawing from our own, as well as our clients’, experiences, here are nine key success factors:

1. The early bird gets it – The earlier you bring your PR partners into the process, the more value they can add and the more they’ll feel ownership in your program. If you treat them like strategic partners and involve them in strategy development, they’ll be more effective than if they are treated merely as a vendor implementing tactic.
2. Acquaint and integrate – Both the client and agency need to invest time and effort to get to know and understand each other’s organizations, people and goals. A deep-dive session, regular visits to each other’s facilities, sharing materials and constant communication goes a long way.
3. Share the bull’s-eye – Agree upon common objectives, measurables and vision of success upfront, so you can work in lock-step together.
4. Let reality rule – The best relationships are built on trust, candor and honesty. Give the agency enough information so it can provide you with its thoughts about realistic budgets, results, measurements and timing. And agree upfront on what is fair in each of these areas.
5. All-access pass – The partnership works best when: a) the agency provides the client with senior-level attention whenever necessary; b) the agency consistently acts with a sense of urgency and purpose; c) the client provides access to the right people / information; and d) the client makes responding to the agency a priority.
6. Keep your ears open – Listen to understand first, and then listen to respond. Be open to your partner’s ideas. You hired the firm for a reason – its experience, expertise, insights and outside perspective. And if, after careful consideration, you decide not to follow the firm’s advice, explain why.
7. Ward off surprises – By establishing policies and procedures upfront, such as scheduled calls, meetings, status reports, budget tracking, etc., both parties minimize unsettling surprises. Early warnings about emerging issues can help isolate and address problems before they throw a wrench in the plans.
8. Keep house – In the best relationships, both the agency and the client take care of the housekeeping issues: the agency is fair on pricing; meets deadlines; provides solid service; and listens. The client provides clear direction, makes sure the bills are paid and provides timely feedback.
9. Have fun and commemorate – Taking time to celebrate achievements and success is important. It builds camaraderie, offers inspiration and provides mutual encouragement … leading to the next success. After all, fun helps to spark creativity, creativity leads to new ideas, and new ideas drive success!

What success factors would you add?

PRSA Detroit Hall of Fame Induction

(Post by Jessica Killenberg-Muzik, APR, Vice President – Account Services)

We depart from our usual content to recognize a special event in Bianchi PR’s history — the induction of Jim Bianchi into the PRSA Detroit Chapter’s Hall of Fame. He received the chapter’s highest honor in recognition of his contribution to the chapter, the profession and the Detroit community for more than 30 years. Below are my introduction (JKM) and Jim’s acceptance remarks (JB).

JKM: Those who know Jim are keenly aware that he’s never been one to seek the spotlight. However, the team at Bianchi PR felt that Jim would make an excellent addition to the  PRSA Hall of Fame for many reasons.

Not only has he supported and been involved in PRSA Detroit for more than 30 years, but more importantly, he has encouraged his team to become involved in PRSA Detroit, as well as mentored the next generation of PR practitioners. In addition, Jim is highly respected throughout the profession by clients, colleagues, media and, yes, even competitors.

This, along with his ethical industry conduct, deep-rooted relationships and “roll up your sleeves to get the job done” mentality helps explain why Bianchi PR is celebrating  20 years in business and why Jim received this special Hall of Fame honor.

For every team that excels to greatness is a coach whose mentoring, constant support and encouragement enables the team to thrive. Jim has certainly been that coach for the Bianchi PR team and so many others in the PR profession. It is my pleasure to present PRSA Detroit’s 2012 Hall of Fame award to Jim Bianchi.

JB: Thanks, Jessica, for the kind introduction.

You know, in baseball, a player doesn’t qualify for Hall of Fame status until after they’ve been away from the game for a while … either retired or expired. So I hope someone’s not trying to tell me something!

Seriously, the Hall of Fame is such an incredible honor!

I’d like to thank all those involved … starting with Jessica, who — unbeknownst to me — submitted my nomination … my colleagues on the Senior Council … and the officers and board of directors of PRSA Detroit … and of course, to the heart and soul of PRSA Detroit, Nancy Skidmore.

PR is a team effort, so I’d like to share this recognition with my wife, Laura, who has stood by me through thick and thin … and the rest of our terrific team at Bianchi PR. They are simply the best team ever!

I am truly blessed … and proud … to work with this talented group of people … and to partner with some of the best clients in the world.

Thanks, too, to our vendor partners, media friends and PR colleagues who have supported and encouraged me over the years. And a special thanks go tonight to a friend and mentor who has counseled me for three decades and is still counseling me, Jack Thiessen. He is in Florida celebrating his 91st birthday today … but he can still outwrite ALL of us.

I’m truly humbled to join the Hall of Fame … because it includes some Detroit PR legends that I have respected and admired – and been inspired by — for years … including a few people who, thanks to PRSA Detroit, I have come to know as role models and friends.

You know, in the 32 years I’ve been a member of this chapter, there have been a lot of changes. But one thing has not changed: it has always been an important resource for me and my team – both professionally and personally.

And the BEST thing about this chapter … is that, even more than it honors the past and celebrates the past … it looks ahead and prepares us for the future.

So, with your help, I plan to continue to support the chapter in its mission in the days ahead … and to spend the next 20 years trying to live up to this honor you’ve given me tonight.

Thank you all.