Good News Gal

Setting up a PR department

•Are you finally convinced that you do need an extra set of hands (or more) helping you with your PR? I knew you'd come to your senses about handling  PR initiatives all on your own!!!

Here's one of my top 10 lists that you may find helpful. This list includes 10 things you must do to when setting up an internal PR department.

1) Invest in a set of media directories

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2) Develop a good media list & keep your media contact database evergreen

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3) Obtain editorial calendars from key media outlets

4) Monitor media outlets constantly (local, national & international media)

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5) Hire quality people. Remember your employees are your most valuable assets. Make sure that these assets have excellent writing skills, have a significant amount of PR experience (you don't want rinky dink PR do you?), and are well networked within the media and the community.

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6) Get to know your clients and your clients' clients.

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7) Network (with the right people that is)!

8) Do you homework! Find out all you can about the reporters that you deal with frequently. Become familiar with their style of writing and preferences (the way they like to receive information, topics they are interested in covering & when they do not like to be contacted). You can cover all of these bases in one simple introductory phone call.

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9) Subscribe to a news clipping service & establish a media clip archive

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10) Create a library of publications relevant to your industry

11) Does this sound like too much work? Then leave it up to the pros!!! Hire a qualified & experienced PR consultant to develop and implement your PR campaigns.

Canning An Agent or Client

Every media outlet that we turn to is carrying stories about Hollywood's latest jail bird, Paris Hilton, who is behind bars for violating her probation in an alcohol-related reckless driving case.

Today, news about Hilton's agency, The Endeavor talent agency, hit the wire as they announced that Paris is no longer a client. Click on this here to view the story that was reported in USA Today.

Terminating a relationship with a client / agency is a big decision.  In most cases the it is very evident that the relationship must come to an end or you wouldn't be questioning it.

As a publicist, I know how critical it is to work with an individual (or company spokesperson) who is reliable for and during media interviews, comes across as a good interviewee and relays honest and accurate information.  If your client falls short in any of these areas, then you run the risk of jeopardizing your own relationships with journalists / analysts. 

For those of you who have retained an agent, it is equally important for you to select one that is reputable, reliable and highly ethical.  After all, it is your reputation at stake too.