Editorial in a Social Media World
Today, publicists need to know more than merely how to write a press release in order for their clients to justify media relations expenses in their marketing budgets.
So, the publicist of today has a heavier burden than ever before. PR is no longer about calling a newspaper editor and begging for a borderline story to see the light of print.
Media relations experts must enhance their skills and show their clients that these efforts impact the client's bottom line.
"I really feel strongly about continuing your media education no matter how old you are," said Jannie Jameson, a publicity expert in NYC, who continues to take classes at
New York University and State University of New York to keep her skills up to date. "Publicists need to learn all they can because the client of today is very results-oriented. Our culture is one of immediate gratification and that goes for PR results."
The savvy publicist engages on several levels when he or she shows the client results.
"You have to be skilled at social media platforms," Jameson said. "You have to know what to 'Tweet,' which story to put on Facebook, when to use Foursquare and Tumblr and when to go to Yelp. It's more than putting something up on Facebook that tells people you're on the front porch with Granny."
While technology is enabling publicists to do a better job promoting their clients, there is a steep learning curve for many newbies coming into the business.
"Today's media relations expert has to know how to text and talk.
A piece of advice from Perry Fontaine, promotions expert in Southern California:
"Check with the client to make sure they really want publicity before you embark on a full-fledged campaign," he said. "Sometimes, you create media opportunities, you find a TV show your client can do, or have a column that can be written, and the client decides he doesn't want to follow through. Make sure you're ready to jump in on a moment's notice if need be."
Spotlight aside, publicists have to play a variety of roles to get their clients out in the public eye.
"If I find an event a client should attend, I make sure they go to it and if they can't I always try to attend," Jameson said. "Social media or not, we have to be attuned to what's happening in our community and also on a national level so the client can benefit."
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Donna Balancia is a producer and journalist who advocates for social media. Her company, News Notables is located in Beverly Hills.
