Navigating the public relations (PR) landscape requires more than just a message if you want to break through the media noise and make an impact. To truly stand out, PR demands an understanding of how to compellingly tell a story that resonates. It’s about forging genuine connections, crafting narratives with precision, and understanding the nuanced dance between visibility and engagement.
Enter Fiona Scott, a PR veteran with a rich background in journalism, who shares her wealth of experience on the “From the Ground Up” show hosted by John Boitnott. Scott’s journey from a seasoned journalist to a PR maven offers invaluable lessons on building successful media relations and creating stories that stick. Their discussion provides a blueprint for anyone looking to master the complexities of public relations today.
The Power of Authentic Relationships
Throughout the conversation, the importance of fostering genuine connections was emphasized, not just with clients but also with journalists and the media. Building relationships based on trust and mutual respect can lead to more meaningful and impactful media coverage. While pitching stories is an important aspect of PR, creating a network where both parties see value in collaboration is the key to a successful relationship.
Businesses should prioritize regular, transparent communication with their PR representatives and the media. They should also engage on a human level, beyond just business transactions, and attend industry events, not just for visibility but to genuinely connect and build rapport. A strong relationship with the media can be your greatest asset in PR.
Transparency and Clarity Upfront
Scott is a big believer in having a clear and honest process, discussing how setting clear expectations and being transparent about working methods can save both parties from potential misunderstandings down the line.
“I have a really clear upfront process where I guide would-be clients and I’m really clear and honest about how I work,” Scott notes. This approach not only ensures a smoother workflow but also builds trust between her as the PR professional and the client.
For businesses, this means looking for PR partners who are upfront about their strategies, capabilities, and limitations. It’s crucial to have detailed discussions about goals, expectations, and the PR process before engaging in a partnership.
Embracing the Power of Storytelling
One quality all successful PR campaigns should have is storytelling. Storytelling in PR is a skill Scott honed over years as a journalist before transitioning to PR. In her experience, successful storytelling is not just about relaying facts. Instead, it’s vital to connect with the audience on an emotional level, provide context, and make your message memorable.
“It’s about storytelling consistently in the right place and being realistic about where your story fits,” Scott explains.
Businesses should strive to find unique angles and compelling narratives within their operations, offerings, and impact. This involves identifying stories that resonate with their target audience and aligning them with relevant media outlets. Training teams to think like storytellers can transform mundane press releases into engaging stories that capture the media’s and the public’s imagination.
Distinguishing PR from Sales
One of the most critical insights is the clear distinction between PR and sales. Scott cautions against viewing PR purely as a direct sales tool. “PR is not sales. It’s aligned, and you have to have an awareness of sales in any company… But you can have all the PR in the world, if you treat your customers badly, you don’t answer the phone, your website doesn’t work, there might be some really critical things wrong in your business that stops people buying from you.”
For businesses, this means adopting a strategic view of PR as a means to build brand awareness, credibility, and a positive public image rather than expecting immediate sales boosts. Integrating PR with overall marketing strategies, focusing on long-term brand building, and ensuring that all customer touchpoints reflect the brand’s values are essential steps in leveraging PR effectively.
The DIY Approach to PR
Scott encourages businesses to take PR into their own hands, highlighting the accessibility of DIY PR in the digital age. “You can DIY your own PR easily,” she asserts, noting that with the right approach, businesses can effectively manage their PR efforts. This involves being proactive in storytelling, understanding the media landscape, and utilizing digital platforms to share your narrative.
Businesses should embrace social media, blogs, and other digital channels to tell their stories directly to their audience. Developing a content calendar, engaging with your community, and leveraging moments of relevance can enhance visibility and impact. Additionally, understanding when and how to engage with traditional media through well-crafted press releases or pitching can amplify your reach.
John Boitnott is a reporter at Grit Daily on From the Ground Up and Grit Daily’s Daily Update. He is a journalist and digital strategist who has worked at TV, print, radio and Internet companies for almost 25 years. As a professional writer with a background in the newsroom, he’s advised and created content for a wide variety of companies and publishers, helping them build their popularity. He has also written for Entrepreneur, Motley Fool, Inc., BusinessInsider, Fortune, NBC, Fast Company, USA Today and Venturebeat.
