The reaction to King James’s decision to return to the Cleveland Cavaliers might not have been muted, but compared to the fanfare and trumpet calls of LeBron James’s initial “Decision” to leave Cleveland to go play with the Miami Heat,… Read More ›
In my last article, I reviewed some of the points to focus on when doing a media interview. You’d be surprised at how many people spend time, money and effort into landing an interview, and then put very little, if… Read More ›
My last article focused how even the most well meaning PR advice can send you in the wrong direction. You’re bound to run into some people who have had negative marketing experiences and will use their personal experiences to try and direct you in your business choices. The trouble with that type of advice is that it’s completely subjective. There are also times when the process actually is working, but it doesn’t fit in with how they expect the process to work, so they assume it’s simply a waste of time. Let’s review some media relations issues that might be confronting, but still might not be what they appear.
How did the Rolling Stones launch my career in public relations? Glad you asked. We have to go back a few years to get the whole story. When I was in high school, my sister’s boyfriend handled the music column for a small local newspaper. Trouble was that whereas he liked going to concerts and doing interviews, he hated writing, which was where I came in. I loved rock & roll almost as much as I loved writing. So the deal was that if he agreed to let me tag along to concerts, I’d write the articles for him. The first one was (and here’s where I start dating myself) the Yardbirds. I was excited since, along with Hendrix, Jeff Beck was one of my guitar heroes. But, as luck would have it, Jeff Beck missed the show and Jimmy Paige was the guitarist that day. Although I’ve never forgiven Paige, that wasn’t a bad place to start my rock journalism career. I wrote several articles as a ghostwriter and as time went on, I started to strike out on my own. Over the years I was able to cover quite a few acts from the Yardbirds and the Kinks to Cream and Hendrix, to Dylan and Neil Young and later to X and Tom Petty; not bad work if you can get it.
Is September really the best month to launch a PR campaign? In a word, yes. Depending on your needs and on your business, any month could be the best month to launch a campaign, but all things being equal, there is no better month than September to do your launch. Well to be honest, I’d probably suggest launching in August, but September is probably the optimum month. Why? Read on.
If you think you know what the media wants, chances are you’re wrong. You’re most likely focusing on what you want and hoping that the media reacts the same way. But that’s where the disconnect comes in. We’re generally so thrilled by our idea, project, company, product or service that we’re sure the rest of the world, particularly the media, will react the same way. But, that’s generally not how it works. The trick is to be creative, give it a hook, an angle or an approach that is focused on the media’s needs. Turn it from a sales pitch into a news story.
It’s difficult to know how to react after such a senseless, horrific act as that in Aurora Colorado. Nothing can compare to the loss of lives and the physical and emotional suffering that those in the theatre were forced to endure. Still, an act such as this has huge repercussions. Warner Brothers can take the lead in helping to facilitate communication during this time. It needs to show that dealing with the issues surrounding this tragedy is the primary concern, and that the box-office and ticket sales come in a distant second.