Of interest to new PR coordinators or junior B2B PR account managers
How much PR and/or content marketing is enough? There are two constraints on the quantity. One is client communication and the other is relevance to the media.
Stated simply, the client must communicate all potential news leads to their agency in a timely manner or provide access to those who may have the stories but don’t recognize that they have a story to tell. Also, the story must be relevant to the media—a reputable agency will not send a story to a publication that is not appropriate for their audience, or that is merely a marketing message. It must be of interest to their readers.
And when it comes to scheduling, the simple rule is that all trade media want the story as soon as they can get it. Manipulation of the news flow—by “holding” a story so that an artificial quota of stories goes out each month, for example, serves no purpose but to irritate the media. The only appropriate reason to hold a story is if the story is not time-sensitive and the agency is trying to keep from overwhelming the publication with more stories than they can use in their current issue—or there is a truly rare occurrence of a real (not artificial) embargoed press release.
At its best, PR is just another source for real news. If the story has value to the reader and is pitched at the right time, it will get ink.
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