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 Insider Tips - 20 Certain holidays - like Christmas, Hanukkah, or the Chinese New Year - seem to shine as golden opportunities for P.R. strategists and publicists to showcase their clients to stakeholders. On Valentine's Day, for example, lots of publicists revel in delivering press releases swinging from helium heart-shaped balloons or submerged in a box of chocolates. Take it easy. Use these techniques sparingly. They are expensive and aren't going to get you an inch more ink or electronic coverage videotape for your client. Your gifts may be donated to the newsroom junk box, or to a charity, or to the wastepaper basket. The one exception we did see which worked well at forging some good relationships with members of the press (if not delivering on the particular story in question) was the route taken by a publicist colleague of ours. She acknowledged right up front that she knew where the loot usually landed. Her covering letter referenced the enclosed gift from her client, the ubiquitous t-shirt, and stated she was going straight to the clear source of power and persuasion: She'd convinced the client to do the shirts in children's sizes. She said she was tired of imagining all the X-large promotional t-shirts, meant for one or other of their parents, being recirculated as children's pajamas. The vision of little feet tangled up in dragging hems, was too much for her to bear. She also felt that if the t-shirts were going to be donated to a shelter for abused women and children, she thought that was possibly an even better use for them too…and said so in her letter.
Looking for really good ideas? Contact Davidson Communications. |
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