PR Tips from Guinness World Records’ Senior PR Manager
From the world’s tallest man to the world’s longest moustache, Guinness World Records’ holds the world’s most fascinating factoids. We sat down with senior PR manager Jamie Panas to talk about her public relations career, a day in the life of working at a heritage brand, and tips for successfully pitching the media:
Excerpts from the interview:
Q: Can you give advice on how to correctly target the media?
A: A good problem the Guinness World Records press team has is that we have too much content. We don’t want to overwhelm journalists; we’re all about keeping it simple, and we try to extract the relevant record information for beat reporters. If we’re targeting some of the national blogs, we make sure we’re offering them a varied collection. In general, we try to do their job for them. We don’t want them to get a press release and be overwhelmed. Another tip is: never be afraid to go local.
Q: How do you balance publicity for a heritage brand?
A: Doing PR for a brand like Guinness World Records is sort of like a blessing and a curse. We have this incredible reputation and try to balance the traditional and nostalgia factor of the brand, but we also need to be aware of what’s going on around us at all times and keep up with the trends.
Q: Any other advice for fellow PR professionals?
A: I think it’s important when pitching to the media to always offer exclusives. You want to give each journalist something extra and different.
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