You see, Shulman was much more than just his book. He was extremely knowledgeable about Miami architecture and urban development themes and he had this fantastic way of getting you excited about it. I knew that his expertise would be greatly appreciated and resourceful to the editors and pitched a meeting in New York. Just as I suspected, Shulman blew them away, sharing intimate knowledge and leads that went well beyond his own architectural projects and helped them produce the content for their June issue. Not only will the magazine publish a book review, but Allan will be a featured interview on the magazine’s web site about Miami architecture, and he’s been asked to write a bylined article for the issue too.
PR is not forced, it’s organic. It flourishes when you’re strategically giving, rather than selfishly expecting. And it’s so exciting to watch. Without literally sitting in on editorial and business meetings, I couldn’t have developed and pitched all those ideas to the magazine. Nor was it my job to. It’s the editor’s job to consider the sources and use them to support their editorial and business goals. It’s my job to understand the media’s needs and be resourceful. With thoughtful strategy and good timing, Shulman now has a working relationship with one of the most esteemed architectural magazines on the market.
Instead of just asking “what can I get,” think about what you know and how you can help the media produce great stories. Then step back, let them do their job and watch the opportunities sprout naturally. Only then will you truly experience the organic nature of a good media relations campaign.
PR is not forced, it’s organic. It flourishes when you’re strategically giving, rather than selfishly expecting. And it’s so exciting to watch. Without literally sitting in on editorial and business meetings, I couldn’t have developed and pitched all those ideas to the magazine. Nor was it my job to. It’s the editor’s job to consider the sources and use them to support their editorial and business goals. It’s my job to understand the media’s needs and be resourceful. With thoughtful strategy and good timing, Shulman now has a working relationship with one of the most esteemed architectural magazines on the market.
Instead of just asking “what can I get,” think about what you know and how you can help the media produce great stories. Then step back, let them do their job and watch the opportunities sprout naturally. Only then will you truly experience the organic nature of a good media relations campaign.
truer word have never been said! can't force it!
ReplyDelete