This week’s Event QuickTips comes courtesy of Kimberly Keyes, Public Relations Account Executive for Charles Zukow Associates, a boutique PR and marketing firm serving the entertainment, lifestyle, hospitality, and retail industries, and one of our speakers at the recent Pitch Perfect PR/Publicity workshop organized by Event Marketing Rockstars SF.
- Call editors/writers, but make sure to be knowledgeable and concise when you call
- Be mindful of deadlines and topics/beats/trends that are of interest to the editor/writer
- Check your spelling and grammar before you send emails. It wouldn’t hurt to study up on the Associated Press (AP) style.
- Make the ability to cover your story EASY for the writer. Provide them with all info, photos, storylines, photo credit etc. up front. Make sure these items meet journalism standards.
- Build a reservoir of goodwill around you. Be helpful to the media, the public and your colleagues. Sometimes it is more important to do for those who can do nothing for you rather than only doing for those who can.
- Don’t announce incorrect information. Make sure to have all your facts straight.
- Don’t announce prematurely. Wait until you have a Call-to-Action for the public (e.g. tickets on sale now)
- Don’t promote a fantastic event if you can’t deliver. Best to “under promise, over deliver.”
Reputation is everything in PR. You want to be known for your credibility, reliability and integrity. A bit of sass and sparkle never hurt anyone either! As Sheryl Sandberg says: “Lean in.” Go for every opportunity; Make “yes” a big part of your vocabulary. Set your expectations high and don’t settle.
And finally, to quote the re-furbished phrase in the Harvard fight song: “Illegitimi non carborundum” or “Don’t let the bastards get you down.” In PR/Marketing, you have to get back up and move forward regardless of the rejection. Good luck!
About Kimberly Keyes
As Public Relations Account Executive for Charles Zukow Associates, a boutique PR and marketing firm serving the entertainment, lifestyle, hospitality, and retail industries, Kimberly works with accounts like Ghirardelli Chocolate Company, Macy’s, PianoFight Productions, Na Lei Hulu, and the Safeway Holiday Ice Rink in Union Square presented by Alaska Airlines. Prior to joining CZA in 2012, Kimberly’s track record boasted a number of statewide campaigns for the California Office of Traffic Safety—the most notable of which were the Distracted Driving and Anti-Drunk Driving campaigns. Kimberly previously sat on the Board of the Sacramento Public Relations Association and has written for SacPress. She is currently a member of the National Communication Association and a community contributor to Buzzfeed. CZA clients include Cirque du Soleil, Safeway Holiday Ice Rink Union Square and Beach Blanket Babylon.