An Overlooked and Undervalued PR Tip

Originally published by Anne Buchanan on PRGN: https://prgn.com/author/annebuchanan/

The strongest PR tip I have to offer is neither glamorous nor original – but it has stood the test of time. Become a regular consumer of news.

Make it a practice to read at least one daily newspaper every day. Regularly listen to news on the radio. I am an ardent fan of NPR. Watch the evening news. 

You don’t have to give up Google alerts; they certainly have their purpose. But do not let alerts replace regular consumption of the news.

PR now encompasses a variety of story-sharing tactics ranging from TikTok videos to speeches. But the Holy Grail of PR remains earned media coverage. It is difficult to trump a timely placement in a respected media outlet. Earned media is viewed with higher credibility and has the added benefit of enhancing SEO. 

That’s why becoming a regular student of the media is so valuable.

If you make news consumption a regular habit, I guarantee you will enjoy the following:

• Your mind will begin to churn with ideas for your organization or your clients. When I finish reading a paper, I often have multiple story ideas for clients.
• This is one of the best ways to find stories to “news hijack” your company or clients into.
• You will become a better writer.
• You will learn what constitutes a good story.
• You’ll gain an appreciation for “news hierarchy,” especially if you hold a paper in your hands and notice where stories are slotted in the paper.
• You will develop a deeper sense of which reporters like which stories. This goes beyond the beat information you will find in a media database.
• You’ll be able to counsel your leadership or clients better because you understand the media better.
• You will be able to converse easily on a wide range of topics.
• You’ll stand out from the competition. Few take the time these days to truly consume the news.

Yes, it’s a pretty basic PR tip suggestion. But it’s one you can implement today and start seeing immediate dividends.

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Leeza Hoyt

Founder and President at The Hoyt Organization

With over 25 years of experience, Leeza’s campaigns have garnered over 150 awards from top public relations organizations nationwide. Additionally, THO serves as the Los Angeles area partner of the Public Relations Global Network, granting clients access to over 50 global markets. The agency was also named to one of the top 200 firms in the country by Forbes magazine in 2021, and she has been named by Globest.com as a Woman of Influence and a Woman to Watch, among other designations.

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