How do you effectively manage expectations for new clients?
"With new clients, it's important to understand what their expectations are," says Tom Cestaro of Celebrities Plus. "Because of the ever-changing media climate, you must make clients understand that there is no guarantee on story placement, whether in a VNR, SMT, or b-roll."
Honesty is also key, he adds. "Never just be a 'yes' man if you aren't sure you can deliver in the way the client expects," he adds. "It is also OK to turn down a client that you feel you can't deliver on. I'd rather say, 'I don't think we're the company for this project, but please keep us in mind for future opportunities.'"
In a "softening" real-estate market, how can developers use PR to differentiate themselves and their products?
"Identify your audience and decide what information they could benefit from when it comes to buying real estate," says Alison Cahill, manager of the PR group at Posner Advertising, an integrated real-estate marketing agency.
One smart tactic that Cahill favors: educational events that allow developers and developments to get in the public eye, while also acting as "advocates" for their audiences.
"For instance, if you're targeting Baby Boomers, an informational brunch on 'How to downsize to a smaller home' will attract potential buyers," she says. "It also makes for a great informational story or sidebar item in the local papers, lifestyle magazines, or even on the local news."
Cahill advises real-estate companies to leverage the media to build their corporate reputation, as well.
"While the short-term goal for developers is to sell real estate, they must also proactively manage their corporate image to ensure long-term success," she notes. "Communicating corporate news and establishing C-level management as experts are great ways to go about that."
Online news feeds
If I'm receiving my news coverage from an online news feed, do I really need the actual newspaper clip of the article?
"If your media-monitoring service is receiving your print coverage through an online news feed, you could be missing some coverage," says Greg Perry from Bacon's Information. "Online news feeds don't always provide the full content of the article and you won't have the opportunity to see where the article appeared in the publication.
"Getting a hit on a front page with a picture of your CEO is different than a mention on page 38 under the fold," he adds. "However, if your monitoring service is reading the printed edition cover to cover and can deliver a scanned image of the article, that's the best way to understand the impact and ensure you're not missing relevant hits."
Does geography affect who radio stations interview on-air?
Geography is typically not a factor for larger stations and networks, as long as the interviewee is an expert on a particular subject, says Martha Sharon of News Generation.
"Typically speaking, networks and larger stations care more about the quality of the interview than an interviewee's location," she explains. "They seek an expert who can provide concise, compelling answers to questions. They also look for someone who is available when they need them. If the spokesperson is being provided by a PR pro, they seek PR pros who deliver on their promises."