Waiting until Christmas Morning to See What Lessons Santa Has Put Under the PR Tree

By Kipp Lanham, Senior Account Executive, Media & Communications Strategies, Inc.

Every year it seems that holiday shopping season and the playing of holiday music starts earlier and earlier. Cyber Monday comes and then we want to see what Santa has put under our tree before its Christmas morning. Retailers are always walking a thin line between being acceptably aggressive and being offensive and opportunistic.

Getting ahead of the game is no mystery to public relations professionals – It is part of our job to stay ahead of the crowds and help our clients stay alert to new opportunities. But it is also our job to know when to pull on the reigns and make sure we aren’t getting ahead of ourselves.

Is it because we cannot wait for when the season actually begins or we want to be first to get customer business before anyone else? Sometimes this premature fever for the season can also be a lesson of caution for PR practitioners who jump the gun when conducting client business or pitching new business:

 

  1. Over Communication in the Early Stages of a New Business Pitch – We all have experienced the rush of a new business pitch. You have done the research, packaged your case studies and recommendations, and provided estimates shrouded in eye catching graphics. And then the waiting begins. More often than not, many PR professionals can begin to get antsy and over-communicate with the potential new client about the status of the proposal. The best way to solve this? Ask potential clients up front when they will be making decisions?
  2. If the potential client is slow to respond to status questions, find a gentle way to keep in front of the prospect. Newsletters can be a great way to share your portfolio of work with potential new clients and remind them what your firm has to offer without sending a barrage of emails about deadlines and expectations.
  3. Media relations – did you get my pitch? Yes, we all think our clients would be great for this reporter or that media outlet based on what they are covering or what is trending in the news. You’ve crafted your pitch, had a colleague review it, and then send it along to the editor, reporter or producer. You wait for an hour or so and nothing. Then you pick up the phone and call. “Did you see my email about such and such?” You are getting into dangerous territory here depending on how newsworthy you think your pitch was, given what news is trending or what the deadline is for the reporter. Some reporters have no problem with such close follow-up while others can be quick to put you in the trash bin and blacklist you. What is a PR person to do? Suggestion. 1) Set-up a lunch for a reporter and a client so they can introduce all the potential stories during a relaxed setting. 2) Ask journalists or social media types to see their editorial calendar for the next year so you can craft your pitches to meet their dates. 
  4. Social media snafu – There is breaking news and you’re sure your client has a clever consumer angle here to get viral traffic and possible buzz. But what is the angle? Some celebrity has been photographed in a controversial pose on a magazine and you think your product could have relevance (don’t understand this?). Maybe it’s an anniversary date for landmark news event that your client could honor and gain some traction? How do you tow the line without stepping in it? How do you not appear like you are trying to profit off of someone’s misery or mishap? Is anything sacred anymore?

The best advice is to use your best judgment before immediately sending out that tweet or Facebook post. Timing can be everything. For example, when Casey Anthony was found not guilty of killing her daughter, Entenmann’s had put out a tweet with the hashtag #not guilty which was already trending for the Anthony ruling. Many Twitter users found it distasteful. Entenmann’s apologized and removed the tweet. As quickly as you think you’ll get re-tweets and website traffic, it could be for all the wrong reasons if you’re message is insensitive and self-promoting. Make sure to have your team discuss and deliberate before charging forth with your content. It could make all the difference.

Getting into the spirit of the holidays or a new business opportunity can be intoxicating but in terms of the latter it is best to be cautious. In taking the process too fast, you can miss key details and sabotage yourself before getting a foot in the door. Waiting until it’s actually time to act after doing needed preparation can reap great benefits wrapped up under the PR Christmas tree.