Public relations is about knowing your audience

Friday, Nov. 16, 2007

In his blog, Chris Anderson mandated that he only wants e-mail from people he knows and who have taken the time to learn his interests, and that he will continue to block receipt from all future ‘‘lazy” PR types. The ensuing responses to his statement have been animated and prolific, expressing the gamut of reactions from applause to anger, mortification to defensiveness.

Whether you agree or disagree with Anderson, the lesson for all of us in PR, marketing, sales, communications and the like is that the successful art of public relations is about building relationships, not destroying them.

With regard to building media relationships, those who have been putting into practice the recommendations in this column in January as a way to make ‘‘2007 the year to improve your PR IQ” will recall resolution No. 4: ‘‘Consider new frontiers — media frontiers, that is.” Intrinsic to that quest is the value of research. It does not mean casually adding to a media database, or lifting reporter and editor names off a Web site or e-mail without some investigation.

As you go about building a network, target your efforts. Is there specific coverage you’d like to attract or wider exposure you’d like? Do your homework. This requires digging in and investigating. Learn the approach of the medium and its reporters, their story preferences and what gets their reporting senses engaged.

That means you need to read and analyze their writing. It means you must familiarize yourself with their format and then seek stories within your business that match their interests and needs. It means being proactive — introducing yourself and building a relationship. It’s about your network — and your willingness to connect with people, not just names.

This concept was also conveyed during the third annual fall workshop by the Public Relations Individuals of Southern Maryland on ‘‘Helping Nonprofits With Their Promotional Activities.” The 67 participants were eager students as they learned to prepare for success a number of ways, including building media lists.

In addition they had the opportunity to personally connect with Southern Maryland’s local media including Joshua Davis with Bay Media Services, Chris Comer with Comcast, David Noss with Southern Maryland Online, Gwyneth J. Saunders with Southern Maryland Weekend of Southern Maryland Newspapers which publishes The Maryland Independent and Tom Lansworth with The Washington Post Southern Maryland Extra.

Novices no longer, these PR workshop students now have a leg up in their homework, learning who covers what type of stories and what editorial calendars look like for upcoming special topics and themes.

Most importantly, they have begun cultivating a media relationship. Now armed and ready, these PR scholars can be among the shining examples of professionals whose pitches will grow to be valued.

Customer PR 101

As we can also learn from the above, how we respond to our existing or potential customers goes a long way in building positive PR. Like it or not, no matter what industry or position we are in, each of us has a role in conveying public relations.

As we enter the season of Thanksgiving, I’m all for practicing gratitude, or a ‘‘Giving Recognition attitude.” On that note, I’m still collecting great customer service examples that I invited in the Oct. 5 ‘‘Official Word.” Recall that as we celebrated Customer Service Week during October, the principle of 1-11-55 was going to be applied positively by one person sharing a welcome customer service experience with 11 others who would each then tell five others to generate 55 positive reactions.

I’ve already heard some encouraging examples from experiences at Lowe’s in Waldorf, Safeway in La Plata and Potomac Ridge Golf Course in Waldorf. E-mail me your positive Southern Maryland customer service experience at karens@csmd.edu in order for them to be shared in future articles.

Strengthen your PR net

Are you ready to strengthen your PR network and glean some other tips on how to star in PR? I invite you to grow these relationships by attending PRISM’s next meeting, the annual holiday networking celebration, from 5 to 7 p.m. Dec. 10 at The Crossing at Casey Jones in La Plata.

In the spirit of giving, bring an unwrapped, new toy that PRISM will then provide for distribution this holiday season by Alternatives for Youth and Families.

Details will be at www.prismonline.info or contact PRISM President Karen Everett, public information officer for St. Mary’s County government, at karen.everett@ stmarysmd.com.

PRISM represents a cross-section of PR and marketing practitioners from throughout Calvert, Charles and St. Mary’s counties who are serving in various industries, from small business, to economic development, defense, retail, health care, government, nonprofit, education and professional services. It’s amazing the ideas and information we pick up from each other as we exchange our experience and expertise. Won’t you come share yours with us?

Karen Smith Hupp, immediate past president of PRISM, is director of community relations at the College of Southern Maryland.