I have always had a love/hate relationship with public relations. I have been on both sides of the equation (a bombarded journalist and account manager at a PR firm), so I feel for both sides of the deal. That being said, I can’t help but feel that most PR firms don’t care much about you unless you are a Fortune 500.
Connecting with journalists Angry/overworked editors whom wish you were dead
The Perks of Press The assumption that press is a marketing strategy
A great interview Pitching to angry/overworked editors who wish you were dead
A great article Inaccurate quotes or a poorly crafter pitch from your firm
At the company I currently work at, we are working our way through the 3 main PR tactics that can be used for press release creation and distribution:
1.Third party PR firm
2. In-house/relationship building (call your friends who are journalists)
3. Press Release online service membership
We recently spent $3k a month for 3 months with a local PR firm for national coverage which would include one major pitch a month. Well, $9k later and three half-assed pitches and not a single play from the deal. All the press we got during the time we had an agency, came from direct personal relationships through our network to journalists. That being said, personal relationships does not work for volume and you can’t call you friends every month with a new announcement. It has got me exploring, as there must be a better way! Time for tactic 3.
So, I started exploring online to actually look into all the resources I have seen around the web these past few years. Here is what I found. I hope it saves you (my fellow marketers) some time in finding the best PR service options on the web).
For sending out releases:
1. PRWeb (under the Vocas umbrella)
5. PRNewswire (A partner of Vocus)
For connecting with journalists:
1. HARO (Hire a Reporter Out)- (under the Vocas umbrella)
3. Expert Tweet
The ones not included are the ones slow to return calls or do not have pricing listed on their website. Why is pricing always a secret!
For Finding a good publicist that is an actual fit:
1. Airpr (coming soon)
This article by Forbes is where I discovered many of these PR services online.