It’s been a busy year to say the least, and Tank PR has had some great success stories to look back on in 2013. Growing campaigns through new methods is at the forefront of everyone’s minds when it comes to social media, but it can be easy to ignore the appeal of more traditional avenues when it comes to achieving results.
The humble sell-in helped us with a book launch project recently, getting us national coverage including The Sunday Times, The Guardian and Country Life, all of whom were contacted in the most personalised way possible. The telephone!
But what makes a good sell-in?
- Find your voice
Think of the worst conversations you have ever had on the phone. Really think about it. It was probably not what the person on the other end of the line said, but how they said it that made you want to put down the handset. Fundamental elements such as tone of voice, inflection and volume play a major role in how we communicate and the best conversers have you listening simply by the sound of their voice.
- Know your audience
Research the journalist because there is no way they will view a story favourably if you can’t read their signals. If an editor doesn’t like small talk, cut it out. As tempting as it is to talk at someone to make them like you, you will do yourself few favours by chewing their ear off. The balance in striking up a working relationship with an editor is a tightrope act but then again, that’s what PR is.
- Keep the boundaries
Particularly with national newspapers, know not to harass. You might want an answer straight away, but editors are invariably busy people. From the other end of the spectrum however it is vital that you…
Acknowledge all feedback. Do not wind up someone you want onside by asking the same questions repeatedly. Remember, you have given them the story and are asking for their time.
They aren’t complicated points.
But they help.