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Media Training can sometimes mean the difference between being a one-time guest or being asked back as a regular contributor.
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Throw it Against the Wall and See What Sticks: Great for Testing Spaghetti Noodles, Horrible for Pitching the Media
Media Relations experts must use good tactics when pitching the media or they might end up as part of the story and not in a good way.
Over the last several years we’ve noticed a trend in client objectives away from building a brand to driving sales, increasing contributions, or gaining clicks – instant gratification versus a longer term basis of positive growth. Around our shop, we refer to it as ‘making the phone ring.”
In my forty years in the PR and advertising business and twenty-plus years serving clients, I have yet to discover a completely viable method of quantifying the effectiveness or difference between the two main marketing tools –advertising and public relations.
The PR pro’s dilemma. One would think that with the ever expanding media covering the 24/7 news cycle, there would be ever expanding opportunities to tell a client’s deserving soft news story. Not true.