Brad runs Yelram Media, a company built to help your company tell your stories better.
|
|
Every parent thinks their own baby is the cutest baby in the world.
I think it has something to do with the fact your baby looks like a combination of yourself and your spouse, and there was always an inherent attraction between the two of you, so why wouldn't that extend to your offspring?
Plus, babies know it's in their best interest to be cute, so they work it for all they've got.
It makes sense to me!
In this context, though, I'm not actually talking about babies.
I'm talking about a product.
More specifically, a product that has been built from the ground up that has become someone's baby.
And just like a real baby, this individual thinks their "baby" is the cutest around, so they believe everyone wants to talk about it.
As public relations practitioners, though, it often falls on us to tell those parents their baby is ugly. Or maybe not as adorable as they think.
It's a tough job, but someone has to do it.
We act as the gatekeepers between pitching a product story to a reporter that will go nowhere, or helping your client soften the ground with a target list of reporters to improve the chances of the product being covered down the road.
But working with a client who understands public relations is a long game is key.
That first story might not be focused on the product. It might not even mention the product. But it gets the name out there and begins to generate awareness, and generating awareness is a big part of what we do.
Let's face it: unless your product is going to save lives or your name is Elon Musk, it's going to be near impossible to earn coverage right out of the gate.
But that doesn't mean we should be adverse to coverage.
Maybe there is a human interest story that can be told about the person building the product.
Or, maybe the product was born (see what I did there?) out of a trend that can be a part of a larger story.
At any rate, it's not for want of trying we can't get a story in TechCrunch right away. If the reporter doesn't know who you are, it's harder to place a story.
Working with clients who understand that what we do takes time and dedication is a blessing, and it leads to better results when both sides are on the same page.
If one side thinks they have a better story to tell than what the pros say, your chances of success are hindered from the beginning.
As always, thanks for reading.
Brad
|
|
|
with Tamara Sykes, Postali
|
|
|
You are the co-host of #PRLunchHour on Twitter. How did this gig come about, and why is it important to you to spend an hour a week conversing with other PR pros on Twitter?
|
|
Yes, it's been an honor to co-host #PRLunchHour with Tonya and Michelle!
We're always asked how we started this space, and it came about because of Twitter. In the beginning, we discussed public relations and communications, which turned into a Zoom call and then turned into #PRLunchHour. In fact, the name of the space was the last thing we determined, and it became the title because of the time we hosted.
Personally, I participate every week for comradery and perspective.
PR professionals have a unique perspective on the news, pop culture, and other interesting headlines. Each professional also experiences the challenge of explaining what we do.
It's a blessing I don't take for granted.
|
|
|
Why is it important to be active on social media, in general, to attain success in our chosen line of work?
|
|
Social media allows us to build connections, be aware of the news rapidly, and give us access to consumer sentiment.
Twitter is the best place to start, too! Many journalists use Twitter for the same reasons I mentioned above.
|
|
|
The work you do daily is focused on PR & marketing in the legal industry. How did you come to settle into this focus?
|
|
|
Postali specializes in legal marketing, and as I began to work with them, I focused on the PR opportunity in the legal industry.
|
|
|
In your opinion, how can we become better storytellers? It feels like a majority of our colleagues are not interested in media relations (or they put the bare minimum into it.) How can we up our media relations game?
|
|
We can become better storytellers by becoming vulnerable. That's where the power is.
When you become vulnerable, you look at the journey over the deliverable.
Then, when you reflect on your client's journey, brand, or company, you'll see the storyline. That storyline reveals messages and shorter stories that the public can relate to, which is attractive to the media.
|
|
|
You have a passion for writing that obviously comes through in what you do for a living. In this world we live in where text messaging and making content have become so vital, why do you think so many companies continue to lack the writers necessary to tell their story effectively?
|
|
Thanks! I love writing, but I've noticed that although the content has become vital, storytelling has not.
So I don't think that the issue is a lack of writers; it's a lack of freedom to effectively tell a company's story.
More people want instant success as a result of their content. Or, there is a perception that consumers want content quickly and that to stay relevant, you have to increase the quantity of content you create.
As a result, writers are typically tasked with creating viral pieces, a high quantity of articles, or only content that drives sales. Rarely are they given the directive to tell stories and content to connect with an ideal audience.
|
|
|
Finally, the question I ask everyone - what is the best book, fiction or non-fiction, you have read recently?
|
|
|
I Know How She Does It by Laura Vanderkam. I recently finished this book, and it shifted my mindset about what I could accomplish as a woman.
|
|
Tamara is the PR manager for Postali, a company that helps grow law firms the right way. Follow Tamara on Twitter or connect with her on LinkedIn.
|
|
|
|
|
