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Working With a Media Relations Firm - the Greatest Misconceptions II

II. I Can Only Work With A Public Relations Firm Who Specializes In My Field.

Whereas I would rather hire a PR firm that had some knowledge in my particular specialty, I would never discount a company purely because they had no previous experience in the field. I would rather hire a company that firmly understands media relations than one who understands my field or profession. The downside is that a firm with no previous experience in your field is probably not as well connected with the producers, writers, or editors that cover your business. But a good firm can always learn. Your primary concern is whether the firm you hire fully understands their own business. Although every campaign is different, in many ways all campaigns are remarkably similar. The tools and procedures remain pretty constant. Find a person or company that truly understands media relations, knows what is required to place a story, and knows how to develop story ideas, write releases, and make follow-up calls. Those are your primary concerns. If they understand the process and know how to implement a campaign, you'll be okay. The rest they can learn.

Believing you can only work with PR firms who specialize in your field is perhaps the biggest misconception there is. Whereas there are upsides to working with a firm that specializes, there are also limitations. For example, if a company is too specialized chances are the media contacts they deal with are limited. They might be great a placing you in the most obvious of outlets, but do they have the contacts to widen the bull's-eye and broaden your media coverage?

The tech boom in the late '90s best illustrates one of the dangers of hiring individuals that

understand a particular field but do not understand the media or its needs. As the '90s came to a close we were inundated with stories about dot-com billionaires, the new economy, and high-tech marvels. Although the media fell for a great deal of the hype, most of the tech companies were being run by individuals who had little business savvy and even less marketing savvy. Most didn't have a clue as to how to implement a media relations campaign. They were the world-changers entranced by their own techno-babble. Instead of hiring media relations experts who could translate this babble into plain English they hired tech experts to write their releases and pitch the media.

The results were as confusing as they were amusing. The techno-babble floodgates opened with releases about dynamic collaboration, extended enterprise processes, supporting a process-based flow beyond the fire wall, etc. In the '90s, the point of view was basically - "if you don't understand it too bad. Get out of the way!" Trouble was a lot of the media didn't understand it either, which meant several good stories went untold and a lot of companies missed huge media opportunities.

Working with a company that is more eclectic in its client-base could end up being a real advantage. A company that represents clients in a variety of fields generally learns how to pitch to a wide range of media contacts. If they're good at what they do, they have an amazing media rolodex. Your primary focus needs to be on finding a company who truly knows PR. If they're good, they can learn about your business and launch an effective media campaign, which is the name of the game.

Copyright © Anthony Mora 2008

For further information visit:

http://www.AnthonyMora.com

About the Author

Anthony Mora began his media career as a freelance journalist for such
publications as Us, Rolling Stone and other local and national
publications. He served as editor-in-chief of two Los Angeles-based
entertainment and lifestyle-oriented publications, and co-founded Phillips & Mora Entertainment, a public relations and personal management company, which ventured into video and film production.

In 1990, Anthony formed Anthony Mora Communications, Inc. a Los
Angeles-based media relations company that specializes in media placement, image development, and media training. AMC Inc. has placed clients in: Time, Newsweek, 60 Minutes, CNN, The Wall Street Journal, The Oprah Winfrey Show, The New York Times, Los Angeles Times, and other local, national, and international media outlets.

Anthony has been featured in: USA Today, Newsweek, The New York Times, The Los Angeles Times, The Wall Street Journal, The BBC, CNN, Entrepreneur, Fox News, MSNBC, and other media. He has written three books. The most recent, "Spin to Win," is a step-by-step guide on how to define goals and utilize the power of the media to achieve success in any field. Practical and user-friendly, "Spin to Win" can be utilized by heads of major corporations, small business owners, and entrepreneurs.

Do you think the media have given Obama special treatment?

Do you think they give special treatment to Democrats and not enough for Republicans? Who are you going to vote this November?

Oh, YES! 90% of the media are liberals.

Special election notice
Media Release Registered voters in Creek County who want to vote by mail absentee ballot in next Tuesdayâs Allen Bowden School or Sapulpa Municipal Special Elections have missed the application deadline, County Election Board Secretary Joy Naifeh said, but they arenât out of luck.

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