March 03, 2015
/ by Erin Feldman
Slow PR is poised to become a best practice of 2015. It blends traditional tactics with digital tools and technologies to achieve highly targeted and effective media relations.
Think of slow PR as “optimized.” Like optimized content marketing, it fuses data and creativity to produce results.
PR has always been about relationships, but “slow” emphasizes the point. You determine key audiences and seek outlets where they congregate. Then, you research the outlets and their reporters.
Target the reporters and journalists who are sympathetic to your cause. Discover what they like to cover and how they like to cover it. Develop a rapport and send them news that interests them. Make yourself their ally, and they’ll be more likely to align with your interests.
If relationships are foundational to slow PR, so is social media. Determine where your target reporters and journalists spend their time on social and interact with them there.
Twitter almost always is a solid investment, but don’t limit yourself to the network. Reporters and journalists use LinkedIn, Pinterest, Vine, et cetera for either personal or professional use. Instagram is a good example; it’s becoming the visual equivalent of Twitter.
Don’t be afraid to pitch in real time on social; “slow” PR doesn’t mean a neglect of breaking news and trends. Slow PR just gives you the ability to better take advantage of breaking news. When you’ve established solid media contacts, you can pitch them as the drama unfolds. The content is published, and your brand becomes part of the story.
Building relationships leads to better media relations, but you won’t get far without tools like analytics and automation software. Use the tools to initiate and solidify relationships. For example, with automation software, you can send the right content to the exactly right person at the right time. A media contact database can help you discover relevant outlets to research further.
Analytics should be used not only to measure your slow PR efforts but also for gleaning insight into target audiences and their interactions with your content. Use analytics, in conjunction with other data such as trends, to decipher what content is relevant and when.
Don’t forget project management tools. They help you keep track of content, campaigns, media contacts, and pitches.
“Slow PR” may be a poor choice of words. It’s better to think of it as “targeted” or “efficient” PR. Rather than sending a pitch to a mass of unidentified reporters and journalists, you send it to the right journalist at the right time and place.
You won’t take home any awards for the number of pitches send, but you will receive accolades for achieving more effective media relations and bottom-line results. By working “slow,” you increase awareness, interest, engagement, leads, and sales that much faster.
Learn more about slow PR in our free white paper “How to Avoid PR Spam with Slow PR”!
Featured Image: Jurgen Schiller Garcia (Creative Commons)
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