Top PR firms advise their clients on making the most of media coverage. The game has changed in recent years—so what’s their best advice?
Erik Perez
Founder and principal, Hello PR Group
“My clients have always wanted that additional exposure—I hear over and over that they don’t necessarily want more clients, they want better clients. It used to be an uphill battle to convince them that digital was just as important as print, but they now realize the value of shareable content that lives forever. When a client gets press, I encourage them to share the story on all of their social media channels—maybe multiple times—and tag the outlet and all of the partners that are included or sourced. A designer may only have a few thousand followers, but if that paint brand shares their work, it’s a good way to gain traction and extend the life of the project.”
Laura Bindloss
Founder, Nylon Consulting
“The number-one investment you need to make is in your imagery. We live and die on content as currency, and if you do not want to invest the money in photography and pumping out images, whoever you hire to do your marketing is not going to be able to do anything. If you’re coming out with new collections four times a year, we need lifestyle shots four times a year. I tell brands that come to us: It’s not worth hiring us if you’re not willing to also invest in the content we need to do our job.”
Melissa Duren Conner
Partner and managing director, Jennifer Bett Communications
“Ten years ago, none of us thought we’d be pitching Facebook Live as earned media, and be excited about the success and results. But we very much believe that the mix of media is what tells the story and achieves scale, as far as awareness. If you’re always telling your story in the same outlets, no one else is ever going to hear about you. Podcasts and social takeovers have been huge for our brands. The mix is really important.”
Amy Flurry
Consultant and author of ‘Recipe for Press’
“Press is about where you want to go, not what you’ve done. It’s all in the homework, in creating a plan. Sometimes clients confuse the purpose of press—of course everybody wants that Oprah moment—but people who are really smart understand that slow and steady wins the race.”
Lynn Tesoro
Co-founder and CEO, HL Group
“Hiring influencers can be great marketing, but brands should not consider their choice in a vacuum. As consumers have become more savvy to digital marketing, one-off collaborations that were once the norm no longer have the same impact. Companies can benefit greatly from longer-term partnerships that align influencers with the product, bringing a new level of authenticity to these relationships.”