Avoid PR Fluff in the New Year

More than 60% of reporters’ article content comes from PR firms according to a recent survey*.  That’s an enviable position of trust by any measurement. However, it should be remembered that these same journalists report that 38% of them open email primarily from “trusted sources.” This trust is gained by public relations professionals who customize pitches, know what the reporter writes about, and avoid “fluff.”  

Be fair and tell the truth. That’s a good New Year’s resolution. Beware the companies who can’t back up claims like “the leading provider”, “first”, “biggest”, “best”, or “only.” I recently saw an article by a PR professional claiming the position of “the leading” PR firm for a very small agency barely a year old with no accredited (APR) staff. Not so believable.   Lot’s of companies are claiming to “go green” in recent months. Companies are scrambling to take advantage of the eco news wave. Many greenwashing stories are making it in print. Just remember, over time editors will go back to the well only with those company resources with “sustainable” green stories with deep reservoirs of expertise in the topics at hand.  

*source: PRSA Tactics

About the Author:

As founder of PilmerPR, John Pilmer, APR serves as a PR and marketing communications advisor for both emerging and established companies. He offers customers more than 20 years of results-driven business PR and marketing experience. John and the firm have provided PR consultation and campaigns for clients such as Mozy, Novell, AdvancedMD, Certiport, NextPage, ElectraTherm, Altiris, Avamar, EmergeCore Networks, FSLogic, INVISUS, 10x Marketing, MWI, Project Insight, REIC, Seastone, US Synthetic and Funding Universe (now Lendio), among others.

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