Articles Tagged with: television

Your PR Questions, Answered!

You Emailed and Asked…Nicole, How Do I Find Value in a PR Campaign?

The thing about PR is that you decide what the value is to you or your brand based on your earned media placements.

As a publicist, I know when you don’t value what I do.  I also know that you probably don’t understand how PR works and how I spend my time reaching out to media contacts on your brands behalf.  After a series of months of pitching and following up results come in.  I find that the clients who don’t understand how we spend our time are the one’s who can’t seem to find the value in PR.

If you are not being featured in a story or a TV segment, its likely that your competition is.  And your competition is likely either working with a PR team or they are doing their own PR to get coverage.  So what happens after you land an earned media placement? Your article comes out or your segment airs.  Do you know how to value and quantify the measurements of the earned media placement that you or your PR team has garnered for you?

Value in PR can be quantified and defined for you or your brand in many ways – depending on the person, team, expert, brand and feature or segment.  You can then asses the value of PR using a variety of available metrics.

1) Website visitors attracted by an earned media article
2) UVM’s from online articles (Unique Visitors Per Month)
3) Impressions
4) Viewership from the station/show where you booked your segment, market placement
5) Shared stories and re-tweets

General rule of thumb. If you get any media placement – you in turn earned incredible value.  Think about how lucky you are that you were featured.  I look at it this way – reporters, journalists and editors get pitched 100’s of times per day. Its a big deal that your story, headline and email pitch was opened and read and responded to with interest.  To get a placement is a big deal.

Last year, one of our clients had a book out and we booked a TV segment in Los Angeles for them.  Los Angeles is the #2 TV media market in the US.  This client exclaimed that they didn’t know the value of why they were doing the segment.  I was perplexed.  They had a book they needed to promote.  They were going to be on air in the #2 market.  They had to fly in to LA.  They were tired. They were overwhelmed.  They were short with us.  They were still building their brand and their name in the media. But they were building relationships with the media.

You see, I can help you see the value for doing this.  But I can’t convince you that you should do this.  I just know why you should.  I know how it will raise your credibility and your profile. I know how hard I worked to book that segment (many months).  I also know how hard I have worked to keep that relationship in tact and to continuously bring the producer amazing experts and brands.

Once we pitch you – and the media bites and we book you – you need to follow through.  Don’t decide at the last minute that you don’t seethe value or a reason to fly in to do 4 minutes of air time. If you don’t do it, your competition WILL. I should note that we are not breaking up our long term media relationships so that you can change your mind.  I will find someone else to take your place because I don’t want to ruin my reputation.You hired us for a reason and that was to build your credibility, relationships, partnerships and more…

When hiring a PR team here are some things to keep in mind so that you can gain more value from the partnership:

1) Your PR firm has a wide array of media relationships they have spent years building.  When you get a bite from an outlet, editor or journalist be quick about responding in a timely matter.  Ask necessary questions about the placement up front.

2) Ask to be updated on a weekly basis on everything your PR team is doing to get your brand out there.  If you have questions about the direction or the value of the outlets or placements this is the time to voice how you feel.

3) Be an active partner in weekly or biweekly team check ins to ensure your goals haven’t changed/to reassess your goals depending on what milestones you’ve been able to reach since signing on (aka the plan changes as you change).

4) Figure out the best way you can communicate with your PR team.  Some people like calls, emails or texts – decide what works for you or your team.  Make sure your PR firm addresses your concerns immediately as they come up (rather than waiting for the weekly meeting if it’s that important).

5) Consistently update your PR firm on story, message, tips and more so that you make it easier to land placements.

6) Be thankful and grateful for every media placement.  You are lucky to have them.  If you feel so inclined – send a note to the editor or producer thanking them.  They might even feature you again!

A client once asked me to book only television.  So our team worked to get tv placements.  They then complained that the #2 market and two National Show placements weren’t good enough for them.  I was horrified that they thought that it wasn’t good enough, since most brands I know would be over the moon about them.  If you think about the ad time for the brand for two earned media (free placements) those National show placements alone equaled $500,000 dollars of paid air time.  To me that was a win, a BIG Win.

I hope that you can gain a new understanding and awareness about how to value your PR and your placements.  The fact that you were chosen over hundreds of other pitches and stories is a big deal.

The Great American PR Debate: Finding Hope for a New Beginning on Inauguration Day


January 20th is fast approaching. And it seems like half the country is looking hopefully toward it, while the other half seems to be scrambling to find a way to turn back time. From what we read about in the press the American people are excited but anxious at the same time.

We here at Dunn Pellier Media choose to be positive and hopeful about creating our next chapter. We accept what is, and pledge allegiance to our country no matter its leader, no matter our political biases. Because like all inaugurations that came before this one, it marks the start of a new beginning.

No matter the leader, as citizens of this country, and us specifically as the keepers of news and media, we have a responsibility to use our voices to lift others up, no matter how different ours and their views may be. And indeed, every time we use our voices, we are engaging in Public Relations. So it’s very important for your message to be on point.

You may have caught the highly publicized and controversial speech delivered Meryl Streep at the Golden Globes earlier this month. Some viewed it as an attack on our new president, and others agreed with her. Whether or not you agree with Meryl Streep, it spread like fire through television, social media, and the internet.

How amazing that we have a PR battle of good and evil happening right before our very eyes! And the great thing about it is that you get to decide which is which. Who is the evil party? Who is the do-gooder? How interesting that it’s completely dependent on your values and perception to decide which is which.

We here at Dunn Pellier Media want you to get off to a great start in 2017. An Inauguration is really just that: a new start, a new beginning. It’s one of the things we admire so much about this country. No matter how bad things get, we always come out better than before.

So how can you look at your own life, at your own PR needs, and use this inauguration not to tear others down, but rather, to lift others – and yourself and your business – up?

We have seen the power of PR help to elect arguably the most controversial president in our history. So how can you harness its power to help you achieve your own goals?

Public relations can assist in expanding your message and expertise. It raises awareness for brands, and it builds relationships that run deep.

Our approach with our clients is to target the audience directly or indirectly through media with an aim to create and maintain a positive image and create a strong relationship with the audience. We understand that Public Relations will help you to maintain a positive public image for your brand which in turn will help create a strong relationship with new and existing customers. You aren’t building sales campaigns, you are building relationships.

So how can you harness the power of PR for good this year? How will you build positive relationships with the public? How will your new start incorporate the good and the great of public relations to build the brand you’ve always wanted to build?

If you need help answering those questions, we are here. We will always be here. And we will always have your best interests and long term vision as our top priority.

Dunn Pellier Media, Inc.

The Premiere Health and Wellness PR Agency Worldwide

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