Getting published

As editor of various IT publications - another life, another lifetime, it seems - I used to consult and lecture frequently to the PR community on the business end of this profession.

[PG]And the message I pushed across consistently was that the business end is not billing successfully and heavily: it`s being read. (And I know there are many other elements to PR than getting into print, such as events, crisis management and spindoctoring, but I`m focusing specifically here on a successful media strategy.)

Being read is what it`s all about. It starts with getting into print, and to get there, you should have done your homework properly, which was dealt with in the previous column. You can see your words cascade into two-dimensional form on newsprint, to be consumed with interest by a voracious public, including decision-makers, influencers and investors. It happens, and we see it happen all the time, and we see the value that accrues. (It happened spectacularly last week when a client gained R140 million in value in 15 minutes due to good PR.) But this will only happen if your articles are read once they`re printed.

Then, once they`re read, they need to be believed, absorbed and, when the time is right, acted on. Let`s step through these elements:

• It must be printed:
You must convince the editor that the item you`re submitting has value for his readership, which presumes you`ve done your homework and groundwork with regard to copy selection, writing and final quality control. Your article must therefore be pertinent to the readership and current, and it must add value.
• It must be read:
Just because it`s good enough for the editor doesn`t mean it`s good enough for the reader. So also focus on the reader, and seek to provide as much information as possible. All readers seek value-added information that will help them do their job a little better each day. This is the way to win and retain readers.
• It must be believed:
Unless your editorial is credible, it will have no effect. It is for this reason that in our PR practice we disallow many words that undermine credibility. Avoid "state-of-the-art", "unique", "leading-edge" and all the other IT-specific catchphrases that litter our industry. They destroy credibility, and in the reader`s mind, there is no worse crime. We all know this; we feel it when we read newspapers or magazines; why should we expect anything different of the readers we are trying to reach and influence?
• It must be absorbed:
Think of your favourite book. Think of the reasons you enjoyed it. Think of your favourite passages in this book, and think of the reasons you remember them. It`s probably because the writing was good, it flowed, it was easy... and it created resonance and struck an empathetic chord. This is as it should be with all the best writing. Aspire to this and you will win every time.

Now, if you have managed to get all of the above in synch, people will act on this information. Decision-influencers will be inclined to go with you, decision-makers will sign cheques willingly, peers will acknowledge your existence and react accordingly, and the investment community and potential investors will chase your shares and drive your value.

The balance is there, everyone has gained value and PR has worked - at its best.

Ever had anyone tell you that you repeat yourself? For many people it`s unforgivable; in PR it`s unforgivable not to.

We are bombarded every day with multiple messages from advertisers; messages which are reinforced every day until we cannot fail to notice them. Reinforced messages that ultimately drive brand awareness until they are an integral part of our lives.

Why should PR be any different? You need to send messages constantly, to ensure journalists and other gatekeepers and influencers never have the message out of their mind.

You can be forgiven for hitting the press with too much stuff; but too little?