10 Things I've learnt in ten years of running a PR business
This month marks ten years of my PR agency, Brick. It's been quite the journey, particularly considering the change the PR and media industries have seen in that time. Here are ten things I’ve learnt:
Press releases are great for covering generic info, but the email pitch is the most important aspect of your media outreach. Make it as tailored as possible to your target.
Quality over quantity is always the best approach to get results and beat overwhelm. Choose a handful of your most valuable opportunities or publications, and start there.
Knowing the difference between PR and advertising is key. Advertising is telling your audience how great you are. PR is other people telling them.
Don’t try to do it all; instead, work to your strengths; if you hate public speaking, don’t take on events or panels; if you love writing, try your hand at guest articles.
Plan ahead! If you’re releasing a product or music release or planning an event - give yourself time to execute a strategy. PR is key to awareness, but it’s not an overnight miracle. Treat it with the same amount of time and energy as any other aspect of your business.
The media industry is changing, and because of this, many publications are closing or laying off writers. Try and check quickly before reaching out to ensure they’re still the right person to contact. Twitter and LinkedIn are great for this.
PR isn’t just about getting in a newspaper or magazine; you can build credibility and awareness in many different ways, including - guest speaking, podcasts, panel events, workshop hosting, and social media takeovers - be creative.
Do PR for the long haul, don’t expect results overnight. It requires patience and dedication. Always start with a strategy and some manageable goals, and give yourself time.
Introverts make great communicators. You might be wary of doing your PR because you don’t feel comfortable shouting about what you do. Lean into your strengths instead - introverts consider what they say first; they’re great storytellers because of this and can stay consistent, intentional and on message.
Celebrate your wins - a big part of PR is showing what you’ve achieved; it extends the lifespan of coverage by miles. Add any press to socials, create other pieces of content from it, and add it to a press page on your website.