Firms squander millions on it every day – but you don’t have to. A short, highly practical new book reveals the simple secrets of THE most cost-effective marketing tool.
None of the famous names listed above built their brands by advertising. They did it with PR. For my money – or yours – nothing can beat it.
So I was keen to read PR Masterclass by Alex Singleton – especially as my own youthful disasters include 8 months spent running the PR unit of a Manchester ad agency.
Nobody told me what to do. I would have given my eye-teeth for this book then. I’m amazed I lasted that long.
But it’s no surprise that I failed. Up to 95% of press releases are ignored by the media. In 180 pages Alex – a journalist for 20 years – explains why and reveals how you can join the happy 5%.
Here’s one typical cock-up.
Citigroup issued a press release that tried to disguise job losses as a positive story about restructuring the company.
The result? The media went big on the layoffs. The headline in Forbes: “The Citigroup Bloodbath: New CEO Cuts 11,000 Jobs”.
The lesson? Don’t try to hide bad news; journalists aren’t stupid – they will find the real news and focus on that.
Other common mistakes include:
1. Writing short press releases when longer ones usually work better. (Does that sound familiar?)
2. Not having any real news in your press releases or pitches, so journalists have no reason to run them.
3. Emailing at the wrong time or too often.
4. Spamming constantly with irrelevant guff.
5. Not tailoring your releases to the publications you send them to.
6. Not bothering to find out what publications want to publish.
7. Relying on inaccurate, ineffective contact lists instead of building your own.
8. Not building personal relationships with journalists.
9. Using too much jargon. (Does that sound familiar too?)
10. Relying on paid-for newswire services – a complete waste of money.
Alex explains why these are all wrong, and tells you how to do better – including how to build your own contact list using email, social media and the good old telephone.
He also explains:
1. Why you must measure the impact of your PR – and how
2. How to structure press releases for maximum impact.
3. How to write like a journalist – guaranteed to improve your response.
4. The best times to contact journalists.
5. Why sending fewer, more targeted pitches and press releases almost always works better
6. The best way to get product reviews.
7. How to re-use freely available public data to get coverage.
8. How to commission opinion polls in a way that’s sure to get picked up.
9. A once-popular, now little-used technique that can make your PR irresistible to journalists and the people you want to reach.
10. How to position yourself as an expert and have journalists call you – plus the best way to field those calls once you get them.
11. How to get interviewed as an expert on TV (Alex has appeared on several shows himself) and how to prepare for it.
And the book is far from dry or serious. It’s peppered with examples and stories so you can see exactly how to apply the principles he reveals.
Nor do the lessons just apply to big firms.
Want to know how one small tea company got extensive TV coverage – and more sales – with one PR stunt? That’s just one of the amusing and enlightening stories you’ll find in this book.
Before you ask: no, Alex is not a client of mine, nor am I being paid. I wish I were.
He did interview me once and came to one of my events, though. God knows what he learned, but I bet you will learn from this.
I did – thanks Drayton and it has really helped my son to distinguish himself from all other job applicants too – nice one !
I just received a copy of Alex’s book. It is indeed excellent. Very sound advice and a few eye openers. Certainly a few new skills to learn and try out. One thing that really hit home was the lack of research on publications and journalists. That section of tips has paid for the book many times over.
There are few books on PR, probably also applying to marketing in general, where the advice is straightforward and absent of bullshit. This is one of them, so far a brilliant read.
There was also the inclusion of some of your own words of wisdom in there. In fact in another book recommended by you, Roman and Raphaelson , you got a mention. Steve Harrison’s Better Creative, another mention.
Now you will have to help me out here. No matter how hard I have dug around in Scientific Advertising, Hopkins doesn’t mention you once 😉
You WAG, Ross