Prospective clients who are new to PR many times are under the impression that you write a press release, send it to the media and then Presto! the story appears. That might work if you’re lucky – or stop-the-presses newsworthy – but it’s certainly not reality.
Here’s a real-life example. Back in April, 2008 we learned of a writer who was seeking sources for a story about “green benefits” and how some companies are linking their HR policies with environmental initiatives. We had the perfect match in a real estate client that has such a policy.
We responded to the query from the HARO (Help A Reporter Out) service, communicated with the writer over the ensuing months, and finally were asked for an interview in February, 2009 for a story that’s scheduled to run in the coming weeks.
Not all media opportunities have an 11-month lead time, but if you are thinking about getting a PR program started, the sooner the better.