Picking up the phone – the little black dress of media relations.Posted on July 30, 2014 | Tera Keatts
This is a bold statement to make, but stick with me for a minute. When I sat down to write this blog post I had every intention of writing about some cool, new trending PR strategy. In the fast-paced world of marketing and public relations it’s essential to stay ahead of the trend and know “what’s next.”
But naturally, my mind then wandered from media and PR to fashion and shoes. In a world where acid-washed jeans, neon and Birkenstocks are back in style (unfortunately), I realized that sometimes the classic, go-to little black dress is still the best option. So does the same hold true for public relations practices?
In looking back at some of Philosophy’s clients and work, it occurred to me that good, old-fashioned, pick-up-the-phone media outreach still leads to the best work and results.
Philosophy recently won awards for its work with Colorado Proud and Denver Public Schools. Colorado Proud, a program started by the Colorado Department of Agriculture, hired Philosophy to promote food and ag products that are grown, raised or processed right here in Colorado. Denver Public Schools looked to Philosophy to help increase awareness for the Denver Teacher Residency (DTR) program, a unique teacher prep and training program. Both of these clients have one thing in common: media outreach to meet the goals.
Philosophy exceeded both Colorado Proud’s and DTR’s goals with its media relations campaigns. Our efforts achieved more than 13 million media impressions for Colorado Proud. Following the completion of the “Choose Colorado” campaign, the program saw a 25 percent increase in membership and 85 percent of Colorado consumers reported buying a Colorado product in the last year. Our DTR campaign secured a feature story in the Associated Press and ultimately exceeded DPS’s applicant goal by 12 percent.
With both of these clients, Philosophy went back to its core communications roots. We wrote news releases, phoned reporters, scheduled meetings and interviews, and secured solid stories in/on key media outlets. Yes, there were some events and social media activities along the way, but at the end of the day, picking up the phone and calling is still the best practice.
I’m not suggesting that we abandon the new trends and technologies used in public relations practice. I’m simply advising that you don’t throw the traditional pitching method out next time you clean out your closet.