It's About Relationships

It's easy to get focused on strategies, social media postings, press releases, measurement and all the day-to-day stuff that goes into PR. But, more often than not, the key to getting good publicity is good, solid, old-fashioned relationships.

Engagement with the media is the key if you need to get your message out through traditional media channels.

Email exchanges don't cut it as relationship builders. And talking to key writers only when you're pitching them doesn't help either. So, pick up the phone and touch base with writers. Find out what they are working on, what they might need. With a better understanding of their work loads and agendas, you can better streamline your future pitches.

Everyone is busier than ever, so be organized for these relationship calls – and be a good listener. You'll be surprised how many opportunities emerge when you're having a conversation that isn't based on you getting something out of a writer.