Sat at my desk last week I was delighted by the variety of coverage achieved by Berkeley PR over the past couple of weeks. We have deliberately been working on every pitch recently to see if we can tailor them for not just the different trade titles but nationals, radio and television.
The results have been really exciting with coverage on BBC breakfast and radio stations the breadth of the country as well as a steady stream of national newspaper coverage. In particular my colleague Hannah Humphreys has been working tirelessly phoning different radio stations to set up interviews with her client. The one thing that struck me was, I wish our client had been in the office to see how hard the team was working and also how much they enjoyed every single result.
PR agencies the world over will be able to show you examples of local, trade and vertical coverage but when was the last time they presented you with national, TV and radio opportunities? If you haven’t had any of these opportunities presented to you then maybe it is time to ask to see the most recent examples that they have achieved for some of their other clients.
If your PR agency can’t list any recent examples of TV and radio coverage then maybe you should start to question why? It could be that the stories you have been releasing recently have been too technology focused and you have taken your eye off the real story. It may upset you to hear this but you really are the least interesting part of a good story and understanding that is essential to being able to prepare an interesting story for TV and radio.
In future blogs I plan to cover how to make your company interesting to TV and radio but in the meantime, if you are struggling to get this type of coverage maybe it is time you sat in your PR agency and observed them work. What is the buzz like? Are they as excited as you about your company? Do they employ any different techniques for brainstorming and trying to come up with a story which the everyday person would find interesting and not just a techie?
If after sitting and observing your PR agency the answers to the above questions are all no maybe it is time to ask yourself why.