Unprecedented. Unpredictable. Unbelievable.
Thirty-five years ago, I walked into Burson-Marsteller’s New York office eager to start a new career in public relations. I recall it was a cold, windy January morning and I was wearing my brand new suit (yes, we wore suits in those days!) as I entered 866 Third Avenue.
Working for sponsors of the Olympic Games is always a study in contrasts and oftentimes it's perception versus reality. Rio has been no exception.
"Failure to prepare is preparing to fail"
The number of companies offering broadcast and digital public relations services has dwindled down to a precious few. Publically traded Medialink is long gone as are at least a half dozen other firms I considered major competitors just a decade ago.
We’ve visited many and talked to numerous PR agency vice presidents, account supervisors, account executives and the like to understand their pain points when it comes to selling their clients on broadcast PR tactics like satellite media tours. There’s either a budget limitation or a client who’s new and doesn’t understand the potential ROI of a customized satellite media tour. Other agencies have told us they have an internal broadcast team already. But what exactly does that mean? And can those internal teams still receive assistance from the outside? Absolutely. Public relations teams can rely on strategic teams from internal and external roles.
On the court, the Golden State Warriors have captivated many in the public and in the media with their record-setting regular season and playoff run. Off the court, they’ve become the media darlings of the NBA and perhaps all of sports. Surely, a big reason for that stems from their on-the-court accomplishments. It’s hard not to like the 73-win regular season, coming back from 3-1 to Oklahoma City in the conference finals and their unorthodox offensive bombardment of three-point shots. From a media relations and public relations perspective, it’s admirable and worth pointing out just how the Warriors command respect from their peers and those covering their every move. Here are four attributes public relations pros should replicate from the Warriors. They’ve set…ahem…the golden standard for top-notch media relations.
Talent. Topic. Timing.
These are the three “Ts” through which I filter every potential satellite media tour. If it sounds simple, well, it is. But in our industry, we get paid to overthink. Background: As a former major market media personality, I’ve received countless interview and content pitches. I also worked at a boutique PR agency, so I’ve executed traditional media relations. Now, I’m in the glamorous world of SMTs filling up narrow time windows with high quality national and local TV, radio and print/online interviews. With this experience, I can confidently say if you are considering a satellite media tour for your client or brand, then please apply this 3T Filter to predict success. Or better yet, let's run through it together.
At the core of successful public relations individuals, departments or agencies is the ability to communicate openly and freely. How we meet, develop and progress interpersonal relationships is the foundation for partnership. We’ve coined this professional relational development as networking.