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Public Relations Strategies: Five Tips to Help You Grab the Media's Attention and Succeed in Your PR Job

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The following article suggests five tips for those hoping to succeed in their public relations jobs. Good public relations professionals know that it's highly important to pinpoint media outlets, zero in on story angles, compose succinct press releases, capitalize on opportunities, and show gratitude to journalists. Read on for more about what these integral strategies entail.

What makes great public relations professionals tick? What makes journalists answer their calls and patiently listen to what they have to say? What makes the media willing to publish or broadcast stories about their clients’ new products?

Those who are successful in their public relations jobs follow five practical and instrumental public relations strategies. If you want to thrive in a public relations job, make an effort to pinpoint media outlets, zero in on story angles, compose succinct press releases, capitalize on opportunities, and show gratitude to journalists.

1. Pinpoint Media Outlets.

Try to find media outlets that focus on happenings that relate to what your client does by browsing the Internet and reviewing a variety of periodicals and other news sources. For instance, if your client is planning to start a business process outsourcing unit, check out magazines, newspapers, and online publications that focus on outsourcing news.

Your next step should be to identify reporters covering this particular beat. These reporters will listen to what you have to say if it’s relevant to their work since they’re always on the lookout for breaking stories.

2. Zero In on Story Angles.

Once you’ve prepared a list of promising media outlets, your next step as a public relations professional is to come up with an innovative public relations strategy. Figure out why these media outlets should be interested in your client’s business. Why should they care about what your client is doing?

This is where the public relations professional has to rack his or her brain and come up with an interesting story angle by associating his or her client’s products or services with current trends, news, or case studies. For example, if a new type of technology has caught the fancy of the corporate world and your client’s new business is equipped to provide that technology, then you can arrange for well-informed company representatives to discuss the new technology in detail in an interview.

3. Compose Succinct Press Releases.

If you are sending out a press release, make it as concise as possible. Review press releases from other major companies in your industry to get some basic ideas for writing compelling press releases.

Reporters are often juggling numerous stories on any given day, so as a public relations professional, you need to convey your story ideas quickly and truthfully. If need be, introduce yourself and ask the concerned person whether he or she is interested in receiving relevant news about your business. However, limit the number of follow-up calls you make. If you call too often, you will be perceived as a nuisance and your efforts will backfire.

4. Capitalize on Opportunities.

Never be complacent in your public relations job; always maintain a proactive attitude toward capitalizing on opportunities to promote your client’s business. Whenever your client organizes an event, you should disseminate company information, whether it be in the form of a one- to three-line sentence describing the company or the URL of the company’s website. If your client or a representative from your client’s company appears on a talk show, make sure the show mentions the company’s name and/or website at the bottom of the television screen.

5. Show Gratitude to Journalists.

Last but not least, thank reporters and editors who publish information about your client. Maintaining relationships with media professionals is essential to the success of your public relations campaign. Whenever someone in the media helps you out, send him or her a thank-you note.


The tips above are not mere theories. Over the years their successful application has proven their worth. Spend some time researching appropriate media outlets, creating persuasive pitches, and participating in relevant business and community events on a regular basis, and you will be well on your way to making the most of your public relations job.
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