Vice President of Sales and Marketing, NightFire

Trainer Communications' Elizabeth Safran Weighs in on PR Firms - Feature in David Strom's Web Informant Column (Published with Permission)

July 3, 2003

http://strom.com/awards/335.html

Last week's column (WI #334) on the dastardly deeds of PR reps (I apologize for offending some by using a term that I only meant endearingly, really!) received many thoughtful and wonderful responses. I'd thought I would share two of them. Here are comments from a fellow editorial colleague as well as from a PR person. And I thank all of you that took the time to write back to me (even including those PR people that also included pitches for their clients). The more we talk to each other, the better we can all do our jobs.

Letter #2:

Hey, David I really appreciate your weighing in on the subject of what makes for a good PR professional - - it blows my mind that "PR" and "low standards" have become synonymous to so many journalists.

Regardless, I have come to understand that that is simply the reality right now, and the best way I can counter this is to demonstrate my value (both strategic and tactical) as best I can to every editor I come into contact with. My personal goal is to reduce the perception in the eyes of the tech trade and business press of PR people as useless greedheads whose purpose no one can quite figure out...and here's how I do this:

1. I pitch good story ideas that my client fits into rather then pitch my client (with the exception of product, funding, or standard corporate news)
2. I leverage my relationships to give the press access to people and information they would have substantial difficulty talking to or getting a hold of without my participation
3. I do all I can to make sure my executives are prepared and understand the point of the interview
4. I act accordingly when I realize the meeting tanked and address the points of failure with both clients and the media
5. I educate (yes, educate) both the press and my clients on a wide variety of issues
6. I learn all I can from both the press and my clients and leverage that knowledge to make me more useful
7. I am straightforward and do not set unrealistic expectations
8. I am smart, dedicated, and care about doing a good job
9. I treat my associates the way I would like to be treated - - and keep in mind we are all human beings and even the best PR people, editors, and executives make mistakes at one time or another
10. I follow up after press briefings

These are not listed in order of importance, they are all important. Anyways, I'm sure this is a rant you have heard before, and it is not the first time I've read something along these lines. What I liked about yours is that you at least included some things that add value to you rather then just focus on the problems. It also gave me the chance to create my own little manifesto, which I am sure I will re-use.

My firm is considering partnering with a non-profit to teach a seminar on "PR 101" to entrepreneurs who either aren't ready, or can't afford an agency or even in house staff. I have a little file to store content for that class, and your column, and this email are in them. If nothing else, it is a starting point... So thanks.

I have had a tough week but I am not here to cry on your shoulder:)

Best regards,
Elizabeth Safran, Trainer Communications

Entire contents copyright 2003 by David Strom, Inc. 

David Strom
dstrom@cmp.com
+1 (516) 562-7151
Port Washington NY 11050

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