You Need PR by Jenna Guarneri

Author:Jenna Guarneri [Guarneri, Jenna]
Language: eng
Format: epub
ISBN: 9781639090068
Publisher: An Inc. Original
Published: 2022-09-15T05:00:00+00:00

Long-Term Strategy

Are you opening a new store, and its grand opening to the public is set for four months from now? Are you raising money from investors, and you expect to close the round of funding by quarter one of next year? Or how about that acquisition deal you’re working on that’s expected to be finalized and ready for an announcement in five months? Whatever your big announcement is, it should be listed within your long-term strategy. These are actual events/happenings that can be pegged to a day and time on the calendar and are more than three months from now.

The benefit to establishing a long-term strategy is that you are building a foundational relationship with reporters to reinforce key brand messaging while increasing brand recognition among these key individuals. This way, when you do have a project or announcement to share with that person a few months from now, they aren’t hearing from you for the very first time. You have already spoken to the person, and maybe you’ve even pitched them. The reporters already have a built-in interest in what you are doing.

Reporters usually also have a long list of articles they’re assigned from their superiors, so any articles they decide to take on from a pitch they received gets added to their pile. You are on the reporters’ time, so you can’t bring them a story last minute and expect them to have the bandwidth to take it on, research it, do the interviews needed, and issue the article the day and time you want it out. No way would a writer ever do that! And really, why should they? Do you like when someone tells you how and when to do your job?

The types of press angles that should be incorporated into a long-term strategy include announcements, events, launches of new services or products, the opening of a new store, acquisitions or partnerships, and fundraising efforts, among many others. Think of it this way: If it takes months to make that announcement happen, that’s considered a long-term press angle. Your PR strategy is built out in chronological order, so all those happenings become future press angles to work toward.

Aside from factoring in the long-term press angles, you should consider the type of media outlets that work on their own long-term scheduling. For media, it’s called being a long lead. The long-lead publications plan their work far in advance because of the time it takes to publish and print the magazine. When pitching to these types of publications, you must factor in timing. If your story is set to occur in May, then reporters need to write a story by November for it to appear in a May issue.

You also have to factor in the length of a pitching cycle: giving reporters enough time to review a pitch, sending strategic follow-ups (not bombarding), and having to pitch other reporters when the one you initially hoped would write the story passes on it. The pitching and following-up cycle take weeks.

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.