Last month I attended the Marketo Marketing Nation Summit for the second time. My previous attendance was in 2014, which now seems like an eon ago—changes in the so-called “marketing nation” and in marketing tech have been dramatic in the past three years.
As a PR professional for many years, I have time and again watched clients make plans for the big yearly trade shows—SXSW, CES, Money2020—with all of the excitement of kids off to summer camp. They leave with big hopes for new leads, grand dreams of media coverage and plenty of sunscreen. Without fail, they return exhausted and somewhat disillusioned, if not sunburned.
Public relations professionals are tasked with pitching clients’ news to the media. Unfortunately, many journalists find our constant outreach annoying and unhelpful. I asked a few of my reporter friends what PR people can do to make their lives easier. Here’s what they had to say.
In the 90s, name brands enjoyed a particular, short-lived heyday. You didn’t have to check the tag to know if someone was wearing Calvin Klein, Hugo Boss or the Gap because it was writ large on the clothing itself. The brand was the status symbol, and, in a way that only luxury brands now enjoy, young, hip consumers were happy to buy the brand and advertise it.
Those whose livelihoods are tied to the news cycle—journalists and PR professionals—know that riding the news is much like surfing at high tide on a stormy day. The world is changing every minute, and the media follows each trend, giving consumers what they want—with each wave of news crashing to the shore as thousands of other waves come barreling in to replace it.