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    1. How to Be a PR Hero According to a Journalist

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      public relations best practices

      Last week was an interesting PR convergence of sorts for me.

      I emerged from the boiler room with AirPR’s CEO, our lead investor, and some of the top marketing and PR minds on the planet with what I’m sure will be the next big thing in navigating our story-driven world. (Stay tuned. It’s going to be a fun ride.)

      One of my dear friends simultaneously sent me this article on the birth of PR and where it is now, which helped frame the conversation. It’s well worth the read if you have five minutes.

      Additionally, LinkedIn announced the launch of Trending Storylines, which is a noteworthy attempt to diffuse the noise and surface quality content to interested readers.

      Then, I ended up on an informal call with Jason Feifer, editor-in-chief of Entrepreneur (a publication I’ve been contributing to for over five years). We discussed TechCrunch’s recent announcement to cut PR pros out of the mix in terms of contributed content.

      The result of our convo has been documented below for what I believe is the culmination of this PR convergence: The future of PR is all about quality. Data helps. Research helps. Being a human and not a robot helps. Creative thinking helps. Good products and services help. Impeccable storytelling helps…

      But how do we get there? Check out Jason’s thoughts below.

      Rebekah Iliff: How do you think PR played into TechCrunch’s decision to accept contributed content on an invite-only basis?  Do you think we will continue to see publications raise standards for what they accept in terms of contributed content?

      Jason Feifer: I can’t speak to TechCrunch’s decision-making, but I do think every brand is thinking hard about how to remain relevant and trusted. A media brand is nothing without its credibility; it needs to be considered an authoritative source for information, and that authority is built or diminished with every story it publishes. Quality control is a must.

      RI: An overabundance of pitches from PR people makes it difficult for reporters to manage their inboxes. What’s a solution? Or, what’s a better way for PR professionals and reporters to work together?

      JF: I’ll tell you the solution from a journalist’s point of view, although I know it isn’t a practical solution from a PR firm’s point of view: PR people should send far fewer pitches. Like, maybe one tenth of what they currently send.

      I receive probably 100 PR pitches a day, and 99 to 100 of them aren’t a fit for Entrepreneur. If publicists were only pitching publications they were confident would be interested in the story—a confidence built upon research and a deep familiarity with the publication and the kinds of stories it runs—I’m confident that I’d be getting only a small handful of pitches every day, and those pitches would more regularly lead to coverage.

      Here’s a situation that repeats itself with regularity: A publicist sends me a pitch that’s way, way off from the kind of stories I run. I ignore it. They send me two or three follow-up emails, and eventually I relent and respond to say “this isn’t a fit.” The publicist then replies to say something like, “I figured it was a long-shot, but had to try anyway.” This response drives me crazy. If you knew it was a long-shot, why pitch it? That just damages your credibility, and makes it more likely that I’ll ignore the next pitch entirely.

      I do understand that a publicist isn’t always exercising their own judgment. They’re sometimes at the mercy of their boss, or specific demands from their client. But the entire industry—and every client—would benefit if pitches were sent with real discretion.

      RI: How do you think PR professionals can be better “PR citizens” in terms of the quality of content and ideas they pitch?

      JF: Research. Most publicists who pitch me haven’t spent any time understanding the kinds of stories Entrepreneur covers. Their emails make that very clear. If they truly dug into the magazine—and to every major publication they’re pitching—and thought critically about what’s in there and why, I really do think they’d more consistently land stories. That would serve their clients better, and, for what it’s worth, make journalists’ inboxes happier places as well.

      RI: What makes a great source? 

      JF: When I’m interviewing someone, I want humanity. The best sources are willing to tell me how they think and feel, and reveal their concerns, mistakes, and challenges. When a source only sticks to their talking points, or speaks like a Harvard Business School textbook, or glosses over the challenges they’ve faced in their business, I lose interest and am more likely to exclude them from the magazine.

      Now, if you’re talking about those pitches that PR people often send where they say “if you’re covering X subject, here’s an expert you should interview,” I don’t think I’ve ever replied to a pitch like that. Those pitches are frequently tied to the day’s news, and as a monthly magazine editor, I’m just not chasing the daily story.

      At a monthly, I can’t envision any situation where those pitches would make sense. They’re so temporal; for it to be useful, I’d have to be working on a story at the moment that email came in. Otherwise, I’m just going to delete it and forget about whatever source is being pitched.

      Thanks, Jason.

      AirPR Blog readers: Let’s work together to push the PR industry from a state of noise pollution to thoughtful storytelling and consciously useful information sharing. What do you say?

    2. 4 Signs Your PR Measurement Practices Could Be Better

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      PR measurement

      By now you’ve likely begun to implement some updated PR measurement practices to more accurately prove the value of your work. I’m talking data that dives far deeper than impressions and press hits.

      Hopefully, you are doing your due diligence in analyzing and interpreting PR data that can help you continually refine your communications strategy and realign your tactics. But how do you know if your measurement practices are truly where they should be?

      Here are four signs you may have some room to grow in the “modern PR measurement” department, along with tips for forging forward.

      1. You can’t recall explaining the relevance of your go-to PR metrics to coworkers beyond your immediate team.

      Part of implementing more effective PR measurement practices is educating fellow teams within your organization so they understand what success looks like (in your world). If you report PR wins and data to a greater marketing group, but never take the time to explain your measurement system, it makes it nearly impossible for anyone to benefit from what you’re sharing.

      When explaining how modern PR measurement works to those who are unfamiliar, follow the advice of Ketchum SVP KayAnn Schoeneman and consider the various stages of PR measurement: 1. Output (media relationships developed, placements gained, awareness garnered, perceptions changed), 2. Outcomes (social amplification, website traffic driven, actions taken), and 3. Impact (overall as it pertains to various goals).

      When your colleagues have a clear window into how you think about your work and decide what justifies a success, they’ll be able to draw more of their own insights.

      2. You have a hard time proving the value of your work.

      As AirPR’s Chief Strategy Officer Rebekah Iliff has noted, “If you cannot translate PR to business value, it’s very difficult to prove success and be a leader.” Many marketers measure results against the KPIs they and their colleagues are used to — such as impressions — and not necessarily against the metrics that truly show successful performance.

      Make sure the entire team understands how various PR and marketing metrics relate to each other, the customer journey, and your company’s business objectives. For example, does your marketing team realize that PR is a driver of high-quality, top-of-funnel leads?

      3. You don’t feel comfortable articulating PR’s value.

      Here’s an important reminder from Jennefer Witter, CEO of NYC-based PR firm The Boreland Group: “You must always be able to defend what you’re doing, and explain why it’s a benefit.”

      When you present results, think about how you can best demonstrate a solid understanding of “new-world PR metrics” so there’s a focus on lessons learned and how you’ll evolve your strategy moving forward rather than an explanation of the work at hand. Proper articulation of PR’s value is all about providing meaningful context, and practice makes perfect.

      4. You’re not sure how to replicate success.

      Julia Monti, VP of Global Communications at Mastercard reminds us: “Data is not just about measuring success. Also use data to inform strategy.” Change the perspective on measurement from “reporting results” to “a guide for next steps.”

      After proving or disproving your predictions of what’s driving the results you’re seeking, use those performance indicators to inform your strategies and tactics. Once you are measuring the right data, review the results on an ongoing basis and use that review as a guide for evolving your efforts. That will make the difference between simply doing what’s asked of you and what actually works.

    3. 5 Quick Tips and Tools for Today’s PR Professional

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      public relations tips

      One of the most exciting things about the current state of the PR industry is the vast amount of tools and solutions that are now available to us.

      Here are a few class-act tools and clever tips that will give you a noticeable edge in your communications role. From handy email add-ons for media relations to mining data for more targeted and effective pitches, this list is an easy albeit effective win.

      1. Use Boomerang to schedule emails and Respondable to nail tone.

      Boomerang is a long-loved Gmail plugin that helps PR and communications professionals manage their inboxes. “In PR, timing is everything,” says Aye Moah, co-founder and chief of product for Boomerang. “This tool helps PR professionals get the right timing in all their email communications.” Moah suggests using Boomerang to schedule emails so they hit journalists’ inboxes first thing in the morning or just after lunch in order to increase the odds that your message is read.

      Also created by Boomerang, Respondable helps communications professionals nail the right tone in their emails. For example, it can help ensure that your email to a journalist is positive without being overly sugary. Likewise, if you’re emailing a reporter who misinterpreted a quote, Respondable can help to ensure you’re not coming across too negatively.

      2. Create video pitches with ViewedIt.

      For those times when it’s way easier to show a reporter how something works as opposed to explaining it via lengthy text, use ViewedIt to create an easy-to-share video of you walking them through a series of actions on your computer screen. The tool allows you to track who watches it, so you’re never in the dark about if your video was received or viewed.

      3. Track emails with Bananatag.

      Whether you’re a member of an internal communications team and must measure how many employees read your new PTO policy or want to see if a reporter opened your pitch email, Bananatag lets you track up to five emails a day for free.

      4. Create data-driven pitches with Qualtrics.

      The best stories are based on data, and Qualtrics provides you with current, accurate data to incorporate into pitches, bylines, infographics, speeches, and more. I recently discovered it, and it has quickly become a PR tool I recommend to all my data-savvy PR pals.

      With Qualtrics, you can easily gather data and insights on almost any topic under the sun in a matter of hours to create more compelling, timely stories for the readers you want to reach.

      Fun fact: Qualtrics’ own Head of PR uses the technology to pitch everything from holiday shopping trends to what keeps Fortune 100 CEOs awake at night. The result? Hundreds of data-driven media placements.

      5. Pitch or produce a podcast with tools like Audacity.

      Edison Research’s Infinite Dial 2016 report found that podcast listening is showing a sharp increase from years prior. This raises two thoughts for today’s PR pros: 1) Should I be pitching podcasters, and 2) Should the brand I represent be producing their own?

      I spoke with Richard Davies, veteran radio news anchor, podcaster, and owner of his own podcast production firm to get his take on the topic. He suggests keeping pitch length to a paragraph or less and including a link to a sound clip of the person you’re hoping the podcaster will interview to show what they’re like on air.

      If you’re considering producing your own podcast, Davies recommends starting out with an Audio Technica microphone setup which you can find on Amazon for under $80. Use digital audio recording and editing software Audacity for free to experiment with creating your own content.

      Investing a small amount of time in learning to use these budget-friendly tools will make you love your job and look pretty darn smart to team members looking to streamline their efforts too. For more great tools, skim through the PRTech ecosystem at PRTech.co.

      A version of this post appeared in Inc. Magazine.

    4. PRTech Will Make You Love Math

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      PR metrics, PR tech, public relations tips

      Public relations is undoubtedly an art, but it’s also a science. Knowing how to collect, analyze, and interpret data allows you to identify key PR metrics rather than rely on subjective determinations of success.

      While all the PR data that’s now available to us via the PRTech ecosystem may seem daunting to those who are not well-versed in analytics, proving the value of PR efforts doesn’t have to be a headache.

      Here are three ways PR professionals can get more comfortable with data even if they don’t ogle over analytics.

      1. Determine a focus before viewing PR data.

      Before digging into PR data, think about your customer journey and the points along that journey that are purposefully affected by PR. For example, if your goal is to raise brand awareness, social media amplification and website traffic are key to track. Focus on the metrics tied to those areas.

      This will give you a greater understanding of the PR data you’re viewing in the first place and how it supports your company’s business objectives. Focusing on specific areas from the beginning will also make reporting easier later on.

      2. Allow the data to guide your discovery.

      When data contradicts your suspicions of what’s working and what’s not, you might have a tough time accepting it as true. I like to call this PR data bias.

      When the data tells you something surprising, dig into these points of interest further to discover insights that can be applied to future work. Chances are there will be a lot that surprises you if you’re just beginning to look at PR data and website analytics more regularly.

      3. Incorporate use of data into your workflow.

      This one seems obvious, but it’s an important reminder. The more you view data, the more comfortable you’ll become using it and creating data-driven PR strategies. The eventual goal is to create a cyclical process of campaigning, measurement, analysis and generation of insights which can inform your next campaign.

      Once you change your perspective on measurement from “reporting results” to “a guide for next steps,” the entire process will become exciting. (I promise!)

      A version of this post appeared on PR Expanded.

    5. PR Data Insights: How to Benchmark Engagement

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      PR’s access to data has grown exponentially in the past few years, however one of the most frustrating aspects about measuring PR is the lack of industry benchmarks available.

      It’s challenging to set measurement goals without an understanding of how others in your field are faring. In fact, PR may be the last business function to have clarity around how to gauge its performance from an industry-wide perspective.

      This year, AirPR aims to change that by providing clear industry benchmarks for important metrics, like InteractionsThe whole goal of PR is to reach and activate your target audiences, so keeping tabs on changing interaction rates specifically is a must.

      To find PR’s Target Interaction Rate, which is 1.8%, we plotted the distribution of nearly 400 event and goal interaction percentages across our entire customer base, including AirPR’s own site data.

      What are events and goals, anyways?

      Events and goals are designated engagement points your website tracks by way of your analytics provider (typically Adobe Analytics or Google Analytics). Examples include demo requests, content or asset downloads, or video plays.

      This target rate of 1.8% is meant to help you better understand if the aggregate performance of your PR-driven interactions is falling above, below, or on par with the rest of your industry cohorts.

      But that’s just one way to gauge success. Another valuable way to understand performance is to zero in on the specific types of interactions that matter to your brand. While specific interactions differ from business to business, there are general categories we can delve into.

      These include events and goals tied to:

      1. Product Exploration

      Knowing which offerings potential customers are exploring can help you understand what’s of most interest or which value propositions are resonating. AirPR customers have a myriad of ways to track general product exploration.

      Two examples of events and goals that fall into the product-exploration interaction bucket are navigating from a homepage directly to a product page, or a product pricing page view. When we isolated all the events and goals tied to any type of product exploration, the average interaction rate was 2.3%.

      2. Increasing Time on Site

      Getting a potential customer to your website is only half the battle. Keeping them there long enough to explore, understand, and consider your product or service is the other half. There are many ways to increase the amount of time a visitor spends on your website.

      Two examples of events and goals that fall into the increase time-on-site bucket are when a video is played to completion or a live chat function is activated. When we isolated all the events and goals tied to increasing a visitor’s time on site, the average interaction rate was 4.7%.

      3. Product Purchase or Sign Up

      Converting a site visitor to a customer (or trial customer) is the ultimate end goal. And while not all businesses provide the explicit ability for product purchase or sign up, here are two examples of events and goals that fall into this interaction bucket: a trial download/sign up, or an order confirmation. When we isolated all the events and goals tied to product purchase or sign up, the average interaction rate was 0.8%.

      What’s most intriguing, IMHO, is to see how these average rates differ. Product exploration and increasing time on site have much higher average rates than actions that require a deeper commitment, like purchase or sign up.

      It’s also important to note that these average interaction rates are going to look different than in marketing or advertising where conversion paths are far more linear.

      PR-driven visitors might trigger different engagement points based on the content that drove them to your site in the first place. The actions taken by visitors reading a blog post could look very different than the actions taken by visitors driven by earned media.

      In the end, we hope visibility to these categories assists you in setting attainable, realistic targets for incremental growth and provides you a better understanding of the power of PR.

      Got questions about your overall interaction rate? Want to tap into this data point? Reach out to usAnd be sure to stay tuned, because we’ve got more PR benchmarks and data points to share.


    6. PR Advice From a Serial Journalist

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      Pitching journalists is a little like meeting with a hiring manager for a job you really want. Before you reach out or meet with them, you spend time researching the interests of someone you never met so you can better anticipate what will appeal to them.

      But wouldn’t it be nice to get inside the head of a journalist so you can discover what motivates them to respond to your pitches? More often than not, whether they reply is one part quality of pitch, one part chance i.e., if their editor has been craving more of a certain type of article and you’ve hit the nail on the head.

      The second best thing to being a fly on the wall in a journalist’s office is getting an intimate understanding of what excites them, which is why I sat down with serial journalist and media entrepreneur Lorraine Sanders.

      You may recognize her from The San Francisco Chronicle, Women’s Wear Daily, and a number of other publications for which she’s written about FEST, a term Sanders coined for her coverage of fashion, entrepreneurship, sustainability, and technology.

      Sanders’ most recent foray in the media takes shape as a podcast and media consultancy: Spirit of 608. Now that the podcast is more than a year strong, she sees the media landscape from seemingly every direction: print, digital, broadcast, and (the flipside) PR. She also recently launched PressDope, an interactive, community-driven alternative to working with agencies that’s catered to the specific needs of FEST companies.

      Here, Sanders shares a bit about how her background as a journalist informs her work as a media entrepreneur, what brands can do to cultivate meaningful thought leadership, and a few things PR pros can do today to make her life as a journalist easier.

      Rebekah Iliff: As a content-producing machine, which platforms do you feel are most effective for building a client’s reputation as a subject matter expert?

      Lorraine Sanders: That definitely depends on the client and brand’s goals. But in every conversation I have about platforms and strategy, it always comes back to this: ultimately, the source of the original content, whether it’s posts on Medium or doing the speaking circuit, has to be comfortable and “into” the process. It’s all well and good to tell someone she’s got to write a guest contributor post for a major website once a week, but if she doesn’t actually connect with the process of doing that, it’s like pulling teeth for everyone involved.

      As long as you’re picking a method and working on a consistent basis to become a real part of conversations that affect your industry, that’s far more effective than choosing a certain platform because it’s the hot place to be for the moment.

      RI: Our data show that when a company is educating the market, showcasing customers, and ultimately being a helpful resource, the effectiveness of their content/PR increases exponentially. What’s one tip you have for helping a company cultivate a reputation of meaningful thought leadership?

      LS: My best advice for brands is to be thoughtful, strategic, and targeted in what you produce. At a time when so many brands feel pressure to sell AND be content machines, it’s important to remember that it’s pretty unusual to be everywhere and do a really good job of it.

      I am a big believer in the power of strategic collaboration through creative events and cross-marketing efforts. If you’re a mission-based brand, pooling efforts with other likeminded companies is a great way to introduce yourself to the exact audiences you want to reach. Often it’s much more interesting to journalists than whatever piece of news you happen to be touting at the moment because it signals something bigger than your company’s agenda is afoot.

      RI: As a journalist, media strategist, and podcast producer at the intersection of fashion, entrepreneurship, sustainability, and tech, what is it about this hybrid space that excites you most?

      LS: There are two primary reasons this space excites me. First, the intersection of fashion, entrepreneurship, sustainability and tech has the power to change the fashion industry for the better, and ultimately make fashion and apparel producers better global citizens.

      After more than a decade writing about the fashion industry, it’s abundantly clear to me that change is needed in all areas from workers’ rights to environmental safety. Luckily, technology is revealing better methods of production and is making the ability to grow new brands not only feasible, but also attractive to independent entrepreneurs.

      That brings me to the second thing I am really excited about: increasing entrepreneurship opportunities for women. It has never been easier to start a business and build a customer base around niche, creative products. That is extremely exciting and uplifting because of what it means for those who produce most of the world’s textiles and for women who deserve economic opportunity outside of the traditional corporate model.

      RI: I love that you say you can’t live without the chance to hear and tell other people’s stories. How does storytelling fit into your workflow and can you give us an example of a recent brand story that blew you away?

      LS: Pretty much every guest of the Spirit of 608 podcast has a brand story that fascinated me, and I try to bring entrepreneurs’ stories into what I do because, honestly, there’s always a good anecdote when a person has gone down the risky road of creating his or her own company.

      I spoke with Olatorera Oniru, a female founder building a Nigeria-based ecommerce company that’s been called the Amazon of Africa. Her story is pretty incredible in and of itself, but it’s also eye-opening in terms of what entrepreneurship and technology could mean in many emerging and developing economies. I literally had chills after we spoke.

      RI: Put your journalist hat on. What are a few things great PR pros do that make your life easier and your stories better?

      LS: The best PR professionals I know have these things in common: they only contact me when they are convinced a story is right for me; they are aware of what I have written recently; and once we are working together, they are responsive and trust me to do my job i.e., they aren’t breathing heavily on the other side of the call I’m supposed to be having with just the source.

      A version of this post appeared on Bulldog Reporter.

    7. Debunking PR Myths One Little Lie at a Time

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      Let me let you in on a little secret… Sometimes when we post here on the AirPR Blog, it’s a test! Over the summer, I published three LinkedIn Pulse articles, a series focused on busting the myths even the most data-driven PR professionals tell themselves.

      As an experiment, we republished those articles with new titles and imagery here on the AirPR Blog. We found that the series garnered more likes and shares on LinkedIn Pulse. Does that mean that we won’t share this type of content on our blog anymore? Hardly!

      While the articles provoked more engagement on LinkedIn (what read at surface level as the “real” success), being able to compare the data we gathered from publishing the articles on two different platforms allowed us to develop a range of new insights to fold into our evolving content strategy.

      The point is that just because you perceive the outcome of one PR move as less impactful for your business than another doesn’t mean that the less impactful of the two wasn’t worth doing, a theory I echo in the first piece in the myth busting series.

      So in an effort of “rewiring” our mentality about PR, let’s review those pesky myths.

      PR Myth 1: It’s not okay to fail.

      IMHO, trying new things and being okay with if they fail is a valiant commitment to learning. Think about marketers! They basically live and die by testing. If they go up to bat and strike out, there’s no pouting. They’ve already moved on to the next experiment by lunch time. What if PR professionals were this scientific? [Read the full post here.]

      Scientific Method of PR

      PR Myth 2: Once the story publishes, your work is done.

      Far from it, my friends. Once you land or publish a piece of content, your work doesn’t stop there; some of the strongest signals lie within the responses to that content. Furthermore, there are a million ways to extend the shelf life of your content beyond what a reporter writes. [More on that here.]

      PR Myth 3: More is better!

      Just like with hot sauce, more is not better when it comes to PR measurement. The bottom line is that it’s no longer good enough to report on impressions, headline views, and AVEs. While these metrics are well and good activity-based metrics, they do nothing to help PR people understand what’s working or what to do next. [Let’s discuss… ]

      Are we missing a PR myth? Tweet it to us @AirPR. We will be first in line to debunk!


    8. Fighting Back Against Passive PR Pitches

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      One of the downsides to being a content creating machine is that, inevitably, you will be added to every media database on the planet. Subsequently, you will be pitched everything from Smucker’s new line of technologically-enhanced jams to book releases from a no-name author living in a town you’ve never heard of either.

      It’s rough stuff – this new content world we live in where journalists are confused for brand bloggers and contributing writers are mistaken for news anchors.

      I get it: one has to actually use critical thinking and deductive reasoning skills to figure out what’s what.

      After having an in-depth discussion with one of my fave PR industry folks, Johna Burke (EVP, Burrelles Luce) about this issue at last week’s PR Summit, we concluded that most of the off-beat pitches we get in our inboxes are a direct result of one thing: laziness.

      The day after our lil’ chat, I received yet ANOTHER pitch from a PR pro who had clearly never read one thing I’d ever written, and sent me a 15 paragraph email basically filled with jargon type junk. So I thought: “Ok, I’m going to put on my big girl panties and use this as an opportunity to reach out and give her a chance to redeem herself.”

      Let’s call her “Sugar”. Here is what I wrote back – and has subsequently become my standard response to pitches that don’t nail it. I hope you enjoy:


      Hi Sugar –

      What’s the story here? What are you suggesting? I need more meat. I promise that if you can get a journalist/writer 75% of data and information needed to write a compelling story, the probability of getting your story published will increase exponentially, like a million percent.

      Because I’m truly dedicated to PR industry education and innovation, one of my current life goals is now to help folks like you be successful…because I think the more compelling stories we tell, the better off we’ll be.

      Here’s the pitch I would actually read and digest:

      Hi Rebekah,

      I see you write a lot about how important it is for PR and marketing to really engage and reach customers in meaningful ways. I’ve read <XX story> and <XX story> of yours. And wow, you really struck a chord.

      I think one of my clients <INSERT NAME> may be able to forward your narrative with the following specific advice, which means your audience will read what you have written and your content will get spread even further. It’s a win/win.

      Here are 5 things/principles she lives by and the data to support it:

      #1 – X (insert the tip, data to support and possibly a quote)

      #2 – X (ibid)

      #3 – X (ibid)

      #4 – X (ibid)

      #5 – X (ibid) 

      What else can I do to make your very busy and stressful life easier? Coffee? Alcohol? Flowers? More story details? Help me help me you.



      See how easy that was, Sugar? In case you don’t have them, here are the links to my author pages at Inc.EntrepreneurMashable.

      If you read through, you’ll get how I write and how to construct stories that may interest me. I’d say this likely applies to anyone who is a contributing writer at a brand. We can turn solid facts/advice into interviews like this…and voila, you’ve done our job for us. Get me there…

      Double win if you can connect me with CMOs and CEOs from brands and companies companies that have thoughts and insights on PR Measurement.



      The best part about all this? I’m not the only one seeking to ban the banality from my inbox. Take a look at the amazingness that ensued following one writer’s decision to respond to every PR pitch with “I love you.” (Special thanks to Greg Galant for sending us this story!)

      And this is just the beginning, peeps. Please join me on my crusade to educate and cajole lazy PR pros into stepping up their game by taking my routine reply and making it your own. The inbox madness must stop.

      Got another great response for lackluster pitches? Please be sure to share in the comments below!

    9. To seem less elusive, PR changes name to Tom

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      Tom McLeod is the personification of PR.

      In other words, if PR were encapsulated in a human being, Tom would be that person. Instead of a crotchety, aging man, unsure as to his ultimate fate (Are we dying? Why is no one responding to my press release dammit!), PR would walk right up to you, ask you how you take your FroYo, tell you you’re pretty and smart and do ya wanna jump on a quick flight to Jersey to meet his mom.

      Instantly making you feel like you’re the most valued, engaged, related-to individual on the planet. THE PLANET.

      But Tom missed his calling as a PR superhero and instead decided to do the only thing more insane than attempting to get people to communicate adeptly for a living; he became an entrepreneur.

      When Tom’s not bopping around the U.S. doing entrepreneurial-slash-changing-the-world type activities, he’s knee deep in startuplandia working on a variety of mobile-related endeavors. These details are less important. What’s more important is his experience and understanding of how startups can use the PR engine to ramp up business, gain customer insights, and more.

      So, from PR himself…

      How important is PR in terms of emerging startups and the need to gain mindshare and market share, often quickly?

      Tom McLeod: I don’t know how important a massive PR campaign is. It’s certainly important to have a lot of the facets of PR handled early on in the “game”. Clear talking points, corporate messaging, and the ability to explain your business to others and not sound like a gushing parent. Having a strong plan for where your end user is going to be and getting your business in front of those eyes should be paramount. I come from a niche web/mobile application space. When we want PR, we identify key opinion leaders that influence our target market and try to get placements and unique stories to them via the appropriate channels. This has shown to be the most efficient (cost + effective) way to get our messaging out during a launch.

      When you launched Crosswa.lk, what was the #1 result you saw from PR efforts?

      TM: Feedback.The people who get in early with your product are the most important folks you get. With that in mind, you don’t have to get 75,000 users on your first day, you just need to make sure really reach out and engage with your first 1000 users. They are going to be the zealots that spread your messaging to the next user. They are also most likely early adopters and have been a part of these kinds of things in the past, you can learn a lot from their feedback. As long as you don’t let it overwhelm you, it can be a great way to determine the path that that your business should take moving forward.

      PR is more than just sending out a stupid press release. In fact, having a founder going out to events, constantly talking to people, making a positive impression on key constituents, etc. is all part of the PR dance. That being said, what do you think of when you think of PR?

      TM: I think me and everyone else on the planet thinks of press releases. However, I think the most important part of PR is acting as a sounding board and a moment of pause before you take your brand to the media. A lot of times just knowing that there is a “last mile” buffer between you and the mass population gives you a leg up on clarity of thought.

      What would qualify a “soon to launch startup” to do their own PR? Do you think it’s a good idea? What did you do? What are possible pitfalls? So many questions!

      TM: I think if you’re a well-established founder, have been through a launch before, have a ton of media connections, and are a capable writer then you could probably give it a go…at least in terms of getting some early hype.

      I didn’t do this with Crosswa.lk because we needed a more robust rollout, but I’ve done small PR campaigns on my own for specific products that I felt I had a good handle on, from a messaging standpoint.  Something to beware of though: it’s hard to self-manage, self-regulate when you do PR without an objective person (PR pro, agency, etc.) keeping you on track. It’s easy to alter your message depending on your audience, to make them feel at easy, comfortable, and to persuade them as to your “cause” – this is the natural tendency of an entrepreneur. But when providing informative details about your business it’s important to be consistent in tone and language.

      5. Techcrunch, in less than 15 words is?

      TM: Not quite what it once was, but growing in a good direction.

      6. Favorite tech journalist or writer? Why?

      TM: I’m a big fan of Rafe Needleman. He’s been around awhile, used to do all the tech stuff for CNET. He works over at Evernote now, but has always been super available and communicative with me, even with just some early on cold email exchanges. Rafe has a great feel for how your product fits in the landscape, and is always willing to share other things he’s seen.

      7. Ack! Enough of the serious… 3 things you do for fun besides harass me about being old and boring?

      TM: I play a lot of basketball. I like to play during lunch and then head back to the office feeling pretty good. Unless I lose at lunch ball…in which case I head back to the office and stop for a FroYo along the way. That makes everything better. I make mixes and share them with friends, family, and business peers. It’s a great way to keep up on a life long passion (I’m an Audio Engineer by trade) as well as connect with people I don’t see regularly. Lastly, I fancy myself some kind of Boogie Boarding all star, I keep one in my trunk at all times along with a wet suit. I like to think that there is always going to be that one moment where I’m near a beach with 90 minutes of free time. Not surprisingly, this has happened exactly 2 times in the last 16 months. Worth it.

      Tom McLeodAbout Tom McLeod

      Tom McLeod is President and Co-Founder of Imaginary Feet, a web and mobile app idea factory. At Imaginary Feet, Tom oversees the direction of the company and its successful applications and services for work and play. Tom has spearheaded efforts to successfully launch 10 iPhone apps into the U.S. market, including the multimillion-user Frametastic and it’s newly released sister app, Collagetastic.

      He currently serves on the boards of Mama Hope and Fuck Cancer and was recently named to Dell’s #Inspire 100 list of leading influencers in entrepreneurship, philanthropy, education and technology. Tom graduated with a Bachelor of Science in Audio Technology and a minor in Computer Science from American University. His many interests include classic films, building computers, basketball and making mixtapes for his daily commute.


      Follow Tom on Twitter: @tmcleod3