How to behave so that in the editorial of the media you are not considered a jerk

10 practical lifehacks for PR and entrepreneurs

Hello! My name is Victor, I have been working as a manager and editor of internet projects for five years. Last year I am working in the editorial office of Sossa.ru.

For four years I worked on the side of companies and I needed for their PR to achieve something from site editors, event organizers and other people at the helm. Then I occasionally had questions: "Why don't my letters be answered?" or "Why not accept my offer?".

When I worked a year on the side of the site, the answers to these questions became more obvious to me. Those mistakes that I used to do, many PR managers and entrepreneurs still make every day, trying to attract attention and tell about their products and services.

I wrote a few such errors and tried to comment on them. My theses will not help to become the second Elena Torshina or Sergey Abdulmanov (I myself want to know where to find the magic pill). But I hope that they will help a bit more adequately formulate proposals to the editors of the media, possible partners and customers.

There are many idlers and strange people on the market, and being just adequate is already a kind of achievement and competitive advantage.

Go!

Point # 1: Everyone is interested in their own problems.

Economist Editor Denis Law wrote:

"People are not interested in us or our product. First of all, they are interested in themselves and their own problems. This is what we take into account when developing new ideas."

I think this is the first thing that a person should remember about offering cooperation to other people. It is difficult - we are selfish. But you need to train this skill.

They are going to make an offer - put on the “head of empathy” and think a little: what is the receiver to your proposal? How does it help his work or life?

Of course, you best understand the position of another person when you visit him. By becoming an editor, I better understood what the editors want. Trying to hire interns and employees, giving them tasks and controlling the result, I plunged deeper into the life of the employer.

But if there is no opportunity to go to the “alien skin” right now, the usual attentiveness and a small life hack will come to the rescue in the next paragraph.

See also: How to conduct an expert survey: a step by step guide with examples from our practice

Item # 2: The seeker will find

Actually, how to find out what a person needs?

At a minimum, subscribe to his tape in FB (or in another social network). Read what his working and vital interests.

On many popular and popular sites there is a reference "About the project", "Publication rules", FAQ (Questions and answers) and so on. Do not ignore them. Usually busy people write these pages just to read them and not to answer 100,500 times the same questions.

"Fuuu, Captain Obviousness," says a displeased reader. Meanwhile, while I am writing this paragraph, a PR manager of a large company came to our editorial office and asked him to tell him information that:

  • googled in two clicks;
  • is on the site of the project he needs, I checked;
  • and even Kossy.ru does not care.
See also: How to write text on the page "About the company": a step by step guide

Point # 3: Requests "How to cooperate with you?"

From the point of view of a busy person, this sounds like "Think up a PR campaign for me, and I will get a profit / salary for your ideas."

If you come with money and ask for something to come up with - this is understandable, you are a client and come for the service. But if you come under free, general conditions and without an interesting, concrete offer, this is eating someone else's time.

This can be challenged. A week ago, acquaintances invited me to speak at public lectures for students and entrepreneurs. I made a presentation based on the draft of this article and delivered it. In the hall was a project manager "Beeline", which just did not agree with me.

He commented that in his opinion, the media are dying, but they are still trying to imagine something from themselves, therefore they put forward demands for redpolitik and format. And what if you go to bloggers, these are normal guys who will serve you in the best possible way, and will not show off.

In turn, I can say:

  1. At a certain stage, bloggers also turn into media. They recruit staff, vendors, accounts, formalize and standardize processes, go into a niche and build their redpolitiku - this is a natural evolution.
  2. Let's take for example not one of the largest telecom operators, but smaller companies. Pieces fifty. Everyone has PR managers. These 50 PR people come to, say, a famous blogger. And everyone says, "Let us somehow cooperate!".

If this is a "free call", then the blogger will choose the most interesting offers. He doesn’t have a rubber blog or channel on YouTube - at the very least, advertising postions already paid for should be pushed into it.

And in order to make an interesting proposal, you still need to think and offer a more specific vision of "how to cooperate" and "why this should be interesting for you and your readers." So nothing, in fact, does not change.

Item # 4: "Information Cooperation"

This is generally a hell of a hell. The day does not pass, so that 3-5 letters do not come "We invite you to become an information partner of the N conference, here is a list of our requirements for announcements, and in exchange we will put your banner."

Entrepreneurs and representatives of the sites have long been answering this with a counter question:

- Guys, if you have a good event where you plan to earn money, then pay for our services. We will not pay the salary to employees.

Dmitry Rumyantsev (co-organizer good conference "Severe Petersburg SMM") flashed on Facebook a cool illustration:

See also: Interview with Dmitry Rumyantsev: trends in the development of targeted advertising

Point # 5: Ability to write abstracts

The editors often send letters asking "Are you interested in an article on the topic N?".

But in order to understand the perspectivity of the article, a single topic title is not enough. Two different authors may reveal the same topic in different ways: one is interesting, the other is boring.

Therefore, you need to understand what is "inside." It is highly recommended to indicate along with the theme and theses of the article - a kind of "skeleton" or plan, on which everything will hold.

The same is great for offers of cooperation of any kind. People see the world differently and may even represent the same concepts in different ways. Therefore, it is better to specify them.

Write abstracts can be difficult. Vlad Golovach explained it in the book "User Interface Design II: the art of washing an elephant":

Thoughts have an unpleasant habit of becoming clear and clear, becoming ambiguous and incomplete (and often self-contradictory), you only need to write them down. This is explained simply - while they are still in the head, many conclusions, not to mention contradictions, are simply not visible. On paper, the problems appear immediately.

That is, when you start writing a plan of an article or a sentence, you may find that the idea, being written down, is not so cool. Some fragments of the puzzle do not fit.

But that's good! You might still think.

A little worse when you send an uninteresting or crude idea to an editor or a potential business partner.

Item # 6: Normal Russian

- How are you tired, Captain Obvious! - again the reader will tell me. But the problem remains.

You can immediately understand by language in letters and articles, what kind of person writes this (and why). When the language is “heavy,” ornate, like cast-iron rails — in half the cases the author simply has nothing to say and he tries to hide the lack of use behind the pile of words.

Universal cure for "heavy language" - the book of Nora Gal "Word of the living and the dead," sending "Glavred" and practice.

See also: Why do copywriters dislike Ilyahov?

Point # 7: Why not fear openness

Often, entrepreneurs or PR managers of companies are afraid to disclose some figures and interesting details in their articles. It happens that cases are strictly under the NDA, but it also happens that “Why should I share information with someone?”.

Once I asked CMS Magazine chief editor Anatoly Denisov to conduct a webinar on content projects, and we made an article based on the webinar. Here is what Anatoly told about openness:

Not everyone is ready to share what works well for them (or what they know for sure that it does not work) in order not to strengthen competitors. I know the reaction of some readers to some of our authors: “How can they write about this ?!”. Bearing in mind that I, as an entrepreneur, can take everything that another entrepreneur has written, implement his findings, and I will overtake him. In fact, this is not so. And here I have an analogy - simple, household, but visual. In my family there was a grandmother who fried potatoes as much as no one cooked. My mother and other relatives tried to adopt her recipe. They stood next to her grandmother, listened, cut, watched as she peeled potatoes, threw them into a frying pan, poured oil, sprinkled salt, tried to measure it all. Grandma was not shy, everything was open. Relatives immediately behind her in the other pan did, but it did not work. No matter how you describe the process in detail and in detail, the likelihood that someone will be able to repeat it and get additional advantages is not great. Openness only makes you stronger. Someone she will help to become a little stronger, but is unlikely to raise it to your level - the maximum will allow you to get closer.

Item # 8: Do not rush to be creative

Before doing something super-creative and creative, try to organize a simple “glow” where you can shine without super powers. For example, to respond to the requests of journalists in the Press Press.

What is useful: on how you organize work with non-creative and routine processes, how you will interact with colleagues on these processes, and "smart" PR directly depends.

If it is impossible to establish simple processes, then complex ones should not be touched yet.

Item # 9: Aggregation

I have repeatedly tried to reanimate the RSS feed in the Old Reader to read the news from blogs and websites by subscription. But when about two thousand records accumulate there in a day, I get a nervous tic and fear of being buried under this avalanche of information.

The fact that in our time need content curators, they say is not the first year. These are people who pass the flow of information through themselves, catch the most important things from there and explain to readers the meaning of certain news, events and trends.

If you like to collect information and interpret it - try to become such a curator. It is quite possible to use for content marketing. Just don’t collect useful books for SMM players in 100,500 times :)

Good examples:

  • Newsletter Maxim Razdobudko "Letters on the Future"
  • Output hymn to work: what the developers are listening to
  • The article guides that VelikaPlaza does.

Point # 10: Smart PR

Any authors suffer from the disease of "nothing to write about". And only directly doing it helps to generate interesting information feeds, rather than sucking them out of your finger.

Do not think "about what to write." Think "what to learn", "how to solve this or that problem" - ideas for articles and special projects will come.

We save all. Thank you if you have read and have a good day.

Watch the video: Between the Sheets: Christopher Perkins (October 2019).

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