Gini Dietrich

Create Your Own Media Relations Program

By: Gini Dietrich | August 2, 2011 | 
139

This first ran on Inkling Media, my friend Ken Mueller’s blog. If you read it there, hop to the comments, which are likely way more entertaining than this entire blog post.

I’ve spent my entire career in communication. Very early on in my career, I honed the media relations skill. I spent a good three years building relationships with reporters who I called, even 10 years later, if I had a great story for them to cover.

And then the economy blew up and everything went digital and newspapers went out of business and my reporter friends lost their jobs.

It used to be that you would hire a PR firm because of their relationships with reporters. It was a lot cheaper and more efficient than trying to build those relationships yourself, in order to have them do a story on you or your business.

But it doesn’t work that way anymore. There is a MUCH more efficient way to do your own media relations without the help of a communication professional (and you can hire a PR firm for much more strategic challenges).

At Arment Dietrich, we call it the very cleverly named “response campaign.”

Your Own Response Campaign

Essentially it’s commenting on blogs, articles, and editorials where you have expertise.

You see, reporters are as time crunched as we are…and most of them are doing the job of three experts. So they don’t have time for the long lunches and coffee dates and editorial meetings of old.

But what they do have time to do is read the comments people have left on their content.

I know. I know. You’re going to tell me you don’t have time to comment.

The Response Campaign Plan

So here is what I want you to do: Choose one newspaper, magazine, or blog that makes a difference in your industry. It can be Wall Street Journal or it can be one of your trade publications. Choose just one.

Then, once a week, comment on one article, blog post, or editorial. If you disagree, fantastic! Say so. But do it professionally.

Keep this up. After about six weeks, the reporter will feel like he or she is beginning to know you and will call you for a story in the works.

Every quarter add another publication, so you have four that you focus on each year.

Don’t be afraid to go after the big publications, either, if you feel like your expertise adds value to the stories they’re reporting.

If you are consistent and post intelligent comments once a week, you’ll soon have developed relationships with reporters who call on you when they need someone to interview.

Trust me when I say it works. This is what I did with Steve Strauss at USA Today. And it worked. Really, really well (see here and here).

But, don’t worry, if you still insist you don’t have time, we can do the response campaign for you. But, rather than comment as you, we find the articles, summarize it, write some key messages, and then leave the rest to you.

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

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139 responses to “Create Your Own Media Relations Program”

  1. Hey ginidietrich great post, I was going to write I don’t agree but then I read the last paragraph. I believe most business owners don’t have the time, nor the inclination to monitor their trade media let alone define their key messages. I think lack of time is a poor excuse, I believe it’s more a feeling of not knowing if they should say what they think combined with the possible legal consequences of saying it.

    PR agencies exist for a reason. Defining key messages is but one of them.

    Did I mention I love this post?

  2. bdorman264 says:

    Interesting indeed, but not unlike cultivating any relationship. Most people are not untouchable, you just have to find a way to get in.

    Hiring someone to do the response campaign sounds much more appealing than doing all the leg work yourself. I don’t insist I don’t have the time, it just sounded like work and I think I hear my phone ringing………….

    Hola.

  3. EricaAllison says:

    What I loved most about this article (at Ken’s and here) is the real life example you used with Straus from USA Today. You commented; he noticed and was urged by your friend Rieva to contact you; you earned a spot in the follow up column. Score. Point well made.

    I also love the point about hiring a firm to do it! That actually may be my favorite of them all. 🙂

  4. DoTime_WX says:

    Gini, thank you for the insight on creating my own media relations program.

  5. DoTime_WX says:

    Gini, thank you for breaking down the borders re media relations. Like most unchartered areas, most choose not to venture. Your insight is invaluable.

  6. glenn_ferrell says:

    Gini – Makes tremendous sense to me. Like Erica, what I enjoyed the most were the links to the two Steve Strauss articles (“see here and here”). And I think I learned a lot more about you and your business.

    Now…I would’ve seriously considered agreeing with @SteveStrauss (who I follow and is actually quite active on Twitter) that his dry cleaner didn’t need Twitter, except for the fact that my local drycleaner (@GenevaCleaners) followed me last week. And I followed them back 🙂

  7. BicycleLab says:

    Great post Gini! No business has time but we make time for things that set us apart in our industry. If Businesses hire a pr firm do do this they are missing the boat. No one can communicate your passion or business better than those “in the trenches” so to speak. PR firms may be great for bigger branding and communications but not for those relationships with media.

  8. AmandaChanguris says:

    @AprilFin Thanks for passing along the Media Relations article, you’re an awesome content curator!

  9. AprilFin says:

    @AmandaChanguris Thanks! (BTW – love your Shiny Stuff feed. 🙂

  10. AmandaChanguris says:

    @AprilFin Glad you enjoy it! Are you on Tumblr, too? I’d love to follow you there as well. 🙂

  11. AprilFin says:

    @AmandaChanguris Right now I just have a work account on Tumblr. Might use it for food stuff soon since I am changing my blog focus.

  12. AmandaChanguris says:

    @AprilFin Let me know when you get started on the personal Tumblr – always looking for great stuff to add to my feed! #foodisgreat

  13. AmandaChanguris says:

    @AprilFin Let me know when you get started on the personal Tumblr – always looking for great stuff to add to my feed! #foodisgreat

  14. AprilFin says:

    @AmandaChanguris Will do! #foodisgreat

  15. ginidietrich says:

    @BicycleLab In today’s day of transparency and direct relationships, a PR firm can help facilitate the introductions, but the relationship really should belong t you. No one wants to talk to the middle man. Those days are long gone.

  16. ginidietrich says:

    @BicycleLab In today’s day of transparency and direct relationships, a PR firm can help facilitate the introductions, but the relationship really should belong t you. No one wants to talk to the middle man. Those days are long gone.

  17. ginidietrich says:

    @BicycleLab In today’s day of transparency and direct relationships, a PR firm can help facilitate the introductions, but the relationship really should belong t you. No one wants to talk to the middle man. Those days are long gone.

  18. ginidietrich says:

    @glenn_ferrell I also love that Steve is now on Twitter. He told me a few weeks ago that he even hired a CTO (chief Twitter officer). So, I’m curious, what does your local drycleaner tweet?

  19. ginidietrich says:

    @glenn_ferrell I also love that Steve is now on Twitter. He told me a few weeks ago that he even hired a CTO (chief Twitter officer). So, I’m curious, what does your local drycleaner tweet?

  20. ginidietrich says:

    @DoTime_WX You’re welcome! It’s easy to do, but very time consuming, which is why most don’t do it. This is building relationships with human beings. That takes time.

  21. ginidietrich says:

    @EricaAllison LOL! Don’t want to talk us all out of jobs!

  22. ginidietrich says:

    @bdorman264 LOL! It is work. And it’s time consuming. You’re building relationships with human beings and that takes time. But people want the relationship with you, not me. So I can do everything in my power to facilitate it, but you still have to do some of the work.

  23. ginidietrich says:

    @John Falchetto LOL!! We have lots of clients who say, “Just do it for me.” We’ll do it…to a point. At some point you have to do the rest. We can’t pretend we’re you and we can’t comment as you. Even I’ve gotten to the point that I need some help – and you know I’m good at commenting. It’s a great way for a junior level person to learn the media and the industry – they read everything they can and then say, “I think this is a great article for you to comment on and here is why.”

  24. leaderswest says:

    @ginidietrich phenomenal post! Great content, Gini. Thank you!

  25. FocusedWords says:

    Thank you Gini for taking showing me how to eat the elephant one bite at a time. I have struggled with how to get media attention and have done the pitch to reporters path to no avail. Your suggestion of selecting a limited number, developing a conversation with them and understanding their time constraints makes perfect sense, makes the whole task doable and hopefully will make me successful. Thanks again.

  26. FocusedWords says:

    Thank you Gini for taking showing me how to eat the elephant one bite at a time. I have struggled with how to get media attention and have done the pitch to reporters path to no avail. Your suggestion of selecting a limited number, developing a conversation with them and understanding their time constraints makes perfect sense, makes the whole task doable and hopefully will make me successful. Thanks again.

  27. FocusedWords says:

    Thank you Gini for taking showing me how to eat the elephant one bite at a time. I have struggled with how to get media attention and have done the pitch to reporters path to no avail. Your suggestion of selecting a limited number, developing a conversation with them and understanding their time constraints makes perfect sense, makes the whole task doable and hopefully will make me successful. Thanks again.

  28. ginidietrich says:

    @FocusedWords You already have the skill – you’re commenting on blogs. Just take one at a time. We have a client who really, really wanted to get in CFO magazine. So we started with that. I told him it’d take 90 days. It took three days.

  29. FocusedWords says:

    @ginidietrich You sure know how to make a “girl” feel good!! I’ve figured out my targets and will keep you up on how it goes. Thx again.

  30. ginidietrich says:

    @merylvdm Good!

  31. ginidietrich says:

    @jennwhinnem It’s amazing how well it works, isn’t it?

  32. ginidietrich says:

    @jennwhinnem It’s amazing how well it works, isn’t it?

  33. ginidietrich says:

    @leaderswest You’re very welcome! Thank you for the nice tweet!

  34. ginidietrich says:

    @leaderswest You’re very welcome! Thank you for the nice tweet!

  35. ginidietrich says:

    @leaderswest You’re very welcome! Thank you for the nice tweet!

  36. jenzings says:

    Great idea and process, and eminently doable. The point about why companies used to hire PR firms (relationships with reporters) and how this is evaporating as a reason is true, and a point that I’m surprised I have not seen articulated quite this way before. Some are taking the “spray and pray” approach of news release dissemination to respond to this, while the method you outline above has the potential to not only be far, far, more effective, but has the added bonus of not being as damaging as the “S & P” method. I hope people will listen.

    Sidebar: I’m so grateful to shonali for pointing out your blog. I find the smartest stuff and people on here…

  37. jenzings says:

    Great idea and process, and eminently doable. The point about why companies used to hire PR firms (relationships with reporters) and how this is evaporating as a reason is true, and a point that I’m surprised I have not seen articulated quite this way before. Some are taking the “spray and pray” approach of news release dissemination to respond to this, while the method you outline above has the potential to not only be far, far, more effective, but has the added bonus of not being as damaging as the “S & P” method. I hope people will listen.

    Sidebar: I’m so grateful to shonali for pointing out your blog. I find the smartest stuff and people on here…

  38. Al Smith says:

    Thanks Gini. Great advice. it makes a lot of sense, especially now that i have read it again (thanks Ken). As I move forward with the company and my goals, reading, learning and APPLYING the great things on posts like this, is something I hope to continue to do and get better at every day. Thanks again Gini.

    Al

  39. Al Smith says:

    Thanks Gini. Great advice. it makes a lot of sense, especially now that i have read it again (thanks Ken). As I move forward with the company and my goals, reading, learning and APPLYING the great things on posts like this, is something I hope to continue to do and get better at every day. Thanks again Gini.

    Al

  40. Al Smith says:

    Thanks Gini. Great advice. it makes a lot of sense, especially now that i have read it again (thanks Ken). As I move forward with the company and my goals, reading, learning and APPLYING the great things on posts like this, is something I hope to continue to do and get better at every day. Thanks again Gini.

    Al

  41. John_Trader1 says:

    This is a post that every person who wants to follow the paradigm shift of new media should read and understand. I embarked on a campaign early last year to start commenting on articles and blog posts of journalists within my vertical and it has helped to cultivate relationships for me that are just now starting to pay dividends. It seems to have been a longer cycle than some since the vertical is technology and the explosion of the industry makes it difficult to get noticed among the shiny new pennies that pop up every day but commenting was definitely my foot in the door.

    I think one other fringe benefit of note that comes from commenting on articles is SEO juice, if they are Do Follow. There are a variety of theories on the actual SEO you can achieve with this strategy but most of the articles I have read (here is an example – http://www.thewebtricks.com/how-to-get-seo-benefits-from-your-blog-commenting) favor incorporating this into the mix as long as you do your homework.

  42. ginidietrich says:

    @jenzings First, shonali burke freaking rocks! Any friend of hers is a friend of mine. For sure.

    Secondly, no one is talking about it because far too many PR professionals rely solely on publicity as their bread and butter. If they talk about it they are going to work themselves out of jobs. I really believe journalists and bloggers want to have the relationship with you, not me. I can help facilitate the conversation, but it’s really up to you to have it.

    And…you’re right. This is FAR more effective. It’s building relationships with human beings. And people do business with people they like.

  43. ginidietrich says:

    @Al Smith As a business owner myself, I know how stuff like this can take a back seat. That’s why, if you choose just one publication (or blog) that you know will help your awareness and focus on working with them, it really will work.

  44. ginidietrich says:

    @John_Trader1 GREAT point about the SEO benefits. The more you comment, the higher you rank in Google. And Google is beginning to look less at your keyword strategy and more at your social ability.

  45. jackielamp says:

    This is great advice and I can’t believe I haven’t been doing more of this. It’s also a reminder of how PR pros can adapt to the changing media landscape. Thanks for always keeping us on our toes!

  46. jackielamp says:

    This is great advice and I can’t believe I haven’t been doing more of this. It’s also a reminder of how PR pros can adapt to the changing media landscape. Thanks for always keeping us on our toes!

  47. sydcon_mktg says:

    Thanks for the great tip, Gini! It’s easy enough if you want to start small and then as you gear up or grow move onto hire someone like you!

    We have found people remember those who shared advice when it came time to hire someone reputable that you could trust…good way to lay the ground work!

    Thanks for sharing your real life success example too with USA Today!

  48. Shonali says:

    @ginidietrich@jenzings I’m just surprised the two of you didn’t already know each other, both being ex-FH gals! I LOVE it when the people I think rock connect with each other. So back at both of you. 🙂

    Gini, you’re right about why PR pros (mostly) don’t talk about it. But this approach is one of the first things I recommend to my clients. There’s no point in my commenting for them “as” them. That wouldn’t be right. But I do try to help with the messaging, examples, gentle (or not-so-gentle) nudges, etc. The sad part is that a lot of them still don’t do it.

  49. Shonali says:

    @ginidietrich@jenzings I’m just surprised the two of you didn’t already know each other, both being ex-FH gals! I LOVE it when the people I think rock connect with each other. So back at both of you. 🙂

    Gini, you’re right about why PR pros (mostly) don’t talk about it. But this approach is one of the first things I recommend to my clients. There’s no point in my commenting for them “as” them. That wouldn’t be right. But I do try to help with the messaging, examples, gentle (or not-so-gentle) nudges, etc. The sad part is that a lot of them still don’t do it.

  50. glenn_ferrell says:

    @ginidietrich Chats, promotes local businesses and local events — in a very personal style. Except for the lack of a blog, I would say they are “doing it right” ! Since most of my work is with small suburban businesses, it makes sense for me to follow back folks like Geneva Cleaners when they follow me.

    Networking helps us all: behold – @GenevaCleaners has been mentioned on the prestigious Spin Sucks ! :D.

    As an aside, Steve guest posted an article the other day that shows he is very much on-board now. See my Twitter stream…

  51. glenn_ferrell says:

    @ginidietrich Chats, promotes local businesses and local events — in a very personal style. Except for the lack of a blog, I would say they are “doing it right” ! Since most of my work is with small suburban businesses, it makes sense for me to follow back folks like Geneva Cleaners when they follow me.

    Networking helps us all: behold – @GenevaCleaners has been mentioned on the prestigious Spin Sucks ! :D.

    As an aside, Steve guest posted an article the other day that shows he is very much on-board now. See my Twitter stream…

  52. RobReaume says:

    Four hours…..omg …I spend more

  53. bdorman264 says:

    @ginidietrich Trust me, they would much rather be hangin’ with you…..

  54. HowieSPM says:

    See I did this today! I was a bit rough on Mashable. But I did this using my twitter alias for music since they blocked Sky Pulse Media./ I highly recommend pressuring whatever media outlet one chooses (or reporter) to always work harder to be better at their reporting. It really get’s one noticed. It got me noticed.

    I would add many people are on twitter too and you can try to engage with them there as well.

  55. HowieSPM says:

    See I did this today! I was a bit rough on Mashable. But I did this using my twitter alias for music since they blocked Sky Pulse Media./ I highly recommend pressuring whatever media outlet one chooses (or reporter) to always work harder to be better at their reporting. It really get’s one noticed. It got me noticed.

    I would add many people are on twitter too and you can try to engage with them there as well.

  56. HowieSPM says:

    @ginidietrich@EricaAllisonof course hiring the right firm or person is key. A client is now on her 3rd PR Person and she was the charm. Cost 6 months though of delay. Not everyone can afford a heavy gun like Arment Dietrich or Allison Development.

  57. HowieSPM says:

    @bdorman264@ginidietrich stalking works. I used to camp in corp lobbies waiting for the guy who won’t return my calls. Which didn’t go well at Military Facilities after 9/11. But I have such an innocent face and they always felt pity on me. ‘So you have been calling for 4 months and he won’t return your calls? And your boss made you fly from LA to Denver and you can’t go home until you at least get him o agree to take your call?’

  58. HowieSPM says:

    @ginidietrich@John Falchetto media schmedia. The fact is if you can create your company to be a story on it’s own PR and Media folks will be beating down your door to give you coverage. I mean Harry Potter books and movies were just so-so but JK Rowling’s life story is what garnered all the hoopla.Who wouldn’t write about the crazy westerner having tea with tribal elders and not being afraid of being shot for being an infidel or the double type A woman in Chi-Town with a problem with Authority striking out on her own to gold and riches in PR. Or @Shonali ‘s love at first email story.

    If businesses could just focus on being a good story…to hell with product or market you are golden with easy Media Coverage.

    BRB need to give a statement to reporters outside my house now. I hate this daily task but they seem to be grateful to have something to write about.

  59. Shonali says:

    @HowieSPM Hey, the Harry Potter books were great! I agree with you about the movies, though (ducks rotten tomatoes). You’re absolutely right – that’s what I wrote about yesterday! @ginidietrich @John Falchetto

  60. @HowieSPM You know I have a file full of press coverage about me having tea with elders. Thanks for reminding me. @Shonali wedding story is written for Hollywood. I am her agent.

  61. GenevaCleaners says:

    @glenn_ferrell @ginidietrich Awesome. Thank you for the follow. We appreciate it!

  62. joey_strawn says:

    @ginidietrich I happen to be listening to one of your mixes on Spotify right now.

  63. joey_strawn says:

    @ginidietrich I happen to be listening to one of your mixes on Spotify right now.

  64. joey_strawn says:

    @ginidietrich I happen to be listening to one of your mixes on Spotify right now.

  65. glenn_ferrell says:

    @ginidietrich@John_Trader1 I agree on the SEO juice thing — but I’ve been thinking about this Follow / No Follow business lately and have started leaning towards the position that if the post is dead-center in your market, read by your potential customers — that it’s worth a comment even if there is no link at all.

    As soon as you RT the post (you commented on) you create a linkage. It is true that it’s not going to benefit your SEO much if at all – but my primary goal is not improving my SEO, it is improving my business. SEO is just one of many paths to the same destination.

    (And lately that path is wiggling around like a snake on a hotplate 🙂 )

  66. glenn_ferrell says:

    @ginidietrich@John_Trader1 I agree on the SEO juice thing — but I’ve been thinking about this Follow / No Follow business lately and have started leaning towards the position that if the post is dead-center in your market, read by your potential customers — that it’s worth a comment even if there is no link at all.

    As soon as you RT the post (you commented on) you create a linkage. It is true that it’s not going to benefit your SEO much if at all – but my primary goal is not improving my SEO, it is improving my business. SEO is just one of many paths to the same destination.

    (And lately that path is wiggling around like a snake on a hotplate 🙂 )

  67. glenn_ferrell says:

    @ginidietrich@John_Trader1 I agree on the SEO juice thing — but I’ve been thinking about this Follow / No Follow business lately and have started leaning towards the position that if the post is dead-center in your market, read by your potential customers — that it’s worth a comment even if there is no link at all.

    As soon as you RT the post (you commented on) you create a linkage. It is true that it’s not going to benefit your SEO much if at all – but my primary goal is not improving my SEO, it is improving my business. SEO is just one of many paths to the same destination.

    (And lately that path is wiggling around like a snake on a hotplate 🙂 )

  68. glenn_ferrell says:

    @HowieSPM@bdorman264@ginidietrich Wow — I admire your tenacity. And this puts us all on notice to return your calls 🙂

  69. […] This post was Twitted by joey_strawn […]

  70. glenn_ferrell says:

    @genevacleaners My pleasure 🙂

  71. bdorman264 says:

    @HowieSPM@ginidietrich I’ve done the ‘hide in the bushes’ trick. It works much better with the guys than it does w/ the ladies……………have you ever been pepper sprayed before?

  72. bdorman264 says:

    @HowieSPM@ginidietrich I’ve done the ‘hide in the bushes’ trick. It works much better with the guys than it does w/ the ladies……………have you ever been pepper sprayed before?

  73. fitzternet says:

    More free lessons? I’m gonna own a corporate jet if I keep visiting Spin Sucks!

    Great post, Gini. I’ve always thought something like this MIGHT work, but you’ve explained it in a way that it COULD work. I guess it all comes down to organization and persistence, huh?

  74. fitzternet says:

    @HowieSPM That’s a bit antagonistic, no? I ask partly because I’m a bit too antagonistic at times. Maybe I’m putting too much of my own perspective into what you’re saying here.

  75. ginidietrich says:

    @Shonali I know. I think too many business leaders still see it as something the PR firm does, even though we’ve taken great strides to educate them on how different it is now. We resigned a piece of business a year ago because the CEO would send me NY Times clips in the mail with comments circled and say, “Why can’t you get me here?” Um, I can. But YOU have to comment. He and I got to a stalemate. Guess what? He’s still not doing it. Grrrrr.

  76. ginidietrich says:

    @Shonali I know. I think too many business leaders still see it as something the PR firm does, even though we’ve taken great strides to educate them on how different it is now. We resigned a piece of business a year ago because the CEO would send me NY Times clips in the mail with comments circled and say, “Why can’t you get me here?” Um, I can. But YOU have to comment. He and I got to a stalemate. Guess what? He’s still not doing it. Grrrrr.

  77. ginidietrich says:

    @jackielamp On Google+, I was having a chat with someone who said she’s fighting the social media battle internally. I suggested she stop fighting the battle and introduce a response campaign as digital media relations. She wrote a couple of hours later that it worked. It’s all in the positioning. 🙂

  78. ginidietrich says:

    @jackielamp On Google+, I was having a chat with someone who said she’s fighting the social media battle internally. I suggested she stop fighting the battle and introduce a response campaign as digital media relations. She wrote a couple of hours later that it worked. It’s all in the positioning. 🙂

  79. ginidietrich says:

    @RobReaume How much do you spend?

  80. ginidietrich says:

    @sydcon_mktg It’s all about building trust, isn’t it?

  81. ginidietrich says:

    @fitzternet It totally works. Just choose one publication you’d really like to be published in and go to work! It’s not any more difficult than reading Spin Sucks and commenting here.

  82. ginidietrich says:

    @HowieSPM You’re always rough on Mashable!

  83. sydcon_mktg says:

    @ginidietrich It is! But, I also think your willingness to share with us no strings attached shows your confidence in yourself & Arment Dietrich. You understand by giving a glimpse with proven examples it will bring people back to hire you when the need arises! Helpful tips don’t have to come with a price-tag, yet they can become priceless!

  84. ginidietrich says:

    @sydcon_mktg Oh wait. You didn’t get the invoice? It had a wine stamp on it with an approval box to just have the case sent directly to me.

  85. sydcon_mktg says:

    @ginidietrich Yeah, I fowarded it to @HowieSPM he should have taken care of it by now! 😉

  86. ginidietrich says:

    @sydcon_mktg@HowieSPM Oh good! He can send it with my four new readers.

  87. ginidietrich says:

    @joey_strawn I happen to be listening to someone else’s mix on Spotify. Which are you listening to?

  88. feliciahudson says:

    Gini, great advice per usual! I love how you take a strategy or concept that can appear overwhelming–especially for a small business–and break it down into manageable steps. It’s one of the reasons I love checking in here (when I can!!). You’re always so generous with your knowledge. I’m sure what you share freely is probably not very significant to you, but it goes a long way in building trust and credibility with your community! You and Spin Sucks are gems. 🙂

  89. ginidietrich says:

    @feliciahudson What a nice comment! I had a hard lesson a few years ago. I was totally bored with my speaking engagements. I heard the same reasons people aren’t online. I got the same excuses. And my answers were all the same. It was booooring. But someone finally told me it may be boring to me, but it’s the first time they’re hearing it. That was a good wake-up call. What we do every day is easy for us, but others think it’s magical.

  90. ginidietrich says:

    @feliciahudson What a nice comment! I had a hard lesson a few years ago. I was totally bored with my speaking engagements. I heard the same reasons people aren’t online. I got the same excuses. And my answers were all the same. It was booooring. But someone finally told me it may be boring to me, but it’s the first time they’re hearing it. That was a good wake-up call. What we do every day is easy for us, but others think it’s magical.

  91. Leon says:

    G’Day Gini,

    Thanks for the information. It’s really helpful. Most of us find that PR is a bit of a mystery. I’m certainly not sure whether I should use it. This sort of stuff helps a lot.

    Regards

    Leon

  92. feliciahudson says:

    @ginidietrich Well said!

  93. EricaAllison says:

    Heavy gun, I like that! @HowieSPM @ginidietrich

  94. EricaAllison says:

    Oh my goodness…I’m at 666 points! Quick, someone like my comments!!! @HowieSPM @ginidietrich

  95. Shelley Pringle says:

    Hi Gini, great post, thanks for sharing. I’ve also worked in PR/media relations for a long time and see so many changes in our industry. Your approach makes a lot of sense for people who want to build community with media and others. When speaking to SMEs I often tell them it’s best if they build the relationship with reporters. They’re always a bit surprised by that and I’m glad to have more of a structured approach to share with them.

  96. Shelley Pringle says:

    Hi Gini, great post, thanks for sharing. I’ve also worked in PR/media relations for a long time and see so many changes in our industry. Your approach makes a lot of sense for people who want to build community with media and others. When speaking to SMEs I often tell them it’s best if they build the relationship with reporters. They’re always a bit surprised by that and I’m glad to have more of a structured approach to share with them.

  97. jens says:

    Hi Gini,

    This sounds like a great long term strategy, but what if we are in a hurry, and we need something out fast? Let’s say within a week. Would you still go with this strategy, or do we need a month or more for this one to work?

    Jens

  98. bdorman264 says:

    @HowieSPM I’m glad I’m not on your radar; if I have to work harder I’ll just take my ball and go home…………….that’s ’cause I’m lazy like that……….

  99. ginidietrich says:

    @Leon I was just lamenting to Mr. D last night that, traditionally, PR is so hard to measure because, well, it’s like magic. You know if it’s working right and you if it’s not working at all…but you don’t really know why.

  100. ginidietrich says:

    @Leon I was just lamenting to Mr. D last night that, traditionally, PR is so hard to measure because, well, it’s like magic. You know if it’s working right and you if it’s not working at all…but you don’t really know why.

  101. ginidietrich says:

    @Shelley Pringle I think many of us want to get as much off our plates as we can. So when a professional tells someone they have to do it themselves, they’re usually shocked. But you’re right – this works much better if the company leader/owner does it him/herself.

  102. ginidietrich says:

    @Shelley Pringle I think many of us want to get as much off our plates as we can. So when a professional tells someone they have to do it themselves, they’re usually shocked. But you’re right – this works much better if the company leader/owner does it him/herself.

  103. ginidietrich says:

    @Shelley Pringle I think many of us want to get as much off our plates as we can. So when a professional tells someone they have to do it themselves, they’re usually shocked. But you’re right – this works much better if the company leader/owner does it him/herself.

  104. ginidietrich says:

    @jens You’re not going to get something within a week unless you already have relationships established. This particular strategy is about building relationships with human beings and you can’t do that in a week. That said, you can think about things like emailing your database or something simliar that will have some effect in a week or less.

  105. adamtoporek says:

    GIni, this has been one of my favorite posts so far. It’s just a great how-to post for people who are not in PR. I am certainly going to give it a try!

    You’re so right in the comment below about “it’s new to them.” It might seem obvious to you, but it is not obvious to people who haven’t been doing your job for 10-20 years. Like me… 🙂

  106. adamtoporek says:

    GIni, this has been one of my favorite posts so far. It’s just a great how-to post for people who are not in PR. I am certainly going to give it a try!

    You’re so right in the comment below about “it’s new to them.” It might seem obvious to you, but it is not obvious to people who haven’t been doing your job for 10-20 years. Like me… 🙂

  107. bosquesynylvo5 says:

    @SJCWebDesignLLC http://bit.ly/oZDtN7

  108. bosquesynylvo5 says:

    @SJCWebDesignLLC http://bit.ly/oZDtN7

  109. ArielDeNeyPR says:

    @LinkedInExpert Make sure you tune in to #HHSCHAT the 1st Twitter chat dedicated to Hip Hop w/ special guest @MCLyte on tonight @9 p.m. EST

  110. ginidietrich says:

    @KlaudiaJurewicz Were you hanging on @spinsucks this morning??

  111. LorrieLittle425 says:

    @KlaudiaJurewicz http://t.co/teZRiMq

  112. ginidietrich says:

    @kbkcomm And so effective!

  113. Shonali says:

    @ginidietrich Why does that not surprise me?

  114. KlaudiaJurewicz says:

    @ginidietrich right over here http://ow.ly/5Uxkc

  115. ginidietrich says:

    @PunchakPR I hope so!

  116. ginidietrich says:

    @hl1026 I’m going to get us elevated to something more than publicists!

  117. hl1026 says:

    @ginidietrich This is a great idea! I def will recommend this to my non-pr friends. Many thanks!

  118. ginidietrich says:

    @hl1026 My pleasure!

  119. bonaccimyuics3 says:

    @TamaraRutter http://xrl.us/bk4bs9

  120. bonaccimyuics3 says:

    @TamaraRutter http://xrl.us/bk4bs9

  121. ginidietrich says:

    @adamtoporek Um, closer to the 10 years. Jeez, Adam.

  122. skooloflife says:

    Gini,

    I remember you mentioning this when I interviewed you. It’s one of those things that I tried to implement but didn’t really follow through on. This article really explained that strategy to me even more. As a result I”m going to pick 3-4 publications and journalists to focus my efforts on. Maybe at some point I can do a case study for you 🙂

  123. TobyBoyce says:

    @jens If you need something that fast — then you almost have to do a shot-gun get your hands dirty and just start “beating” on reporters. Will not be the best for long-term strategy but without having the established relationship it about your only option. Have 15 second pitch to tell the WHY they need your item.

  124. TobyBoyce says:

    @jens If you need something that fast — then you almost have to do a shot-gun get your hands dirty and just start “beating” on reporters. Will not be the best for long-term strategy but without having the established relationship it about your only option. Have 15 second pitch to tell the WHY they need your item.

  125. TobyBoyce says:

    @jens If you need something that fast — then you almost have to do a shot-gun get your hands dirty and just start “beating” on reporters. Will not be the best for long-term strategy but without having the established relationship it about your only option. Have 15 second pitch to tell the WHY they need your item.

  126. ginidietrich says:

    @skooloflife Do it! Just choose one for now. Trust me, you’ll see some success. And then you’ll get addicted to it.

  127. LindsayFultz says:

    /@craigmillertv Thanks for the RT! Yeah very simple but seems like it would be an effective relationship building approach!

  128. […] you an idea of what’s hot in your industry. You can even take this a step further and start a targeted commenting effort as part of your media outreach (thanks to @shonali for the […]

  129. PJuratovic says:

    Hi Gini, Great article. I have a follow up question/clarification. You reference picking only one article in a industry that makes a difference. So for instance, if I pick Wall Street Journal. For six weeks are you recommending that I would comment on a section like Small Business, or just one specific author? 
    Thank you, Pete

  130. […] this particular client, we use email marketing, pay-per-click advertising, the response campaign, and content marketing. We measure what every single person does when they come from one of those […]

  131. […] on other content. We’ve talked about this here before, in terms of creating your own media relations program…or a response campaign, as we call […]

  132. […] Comment on other content. This is integral to creating your own media relations program or response […]

  133. […] on other content. We’ve talked about this here before, in terms of creating your own media relations program…or a response campaign, as we call […]

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