What separates the great from the good in PR
A talented publicist bridges the different worlds of founders & journalists.
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Well, last week’s AK/NF really blew up!
I struck a few nerves, too.
Re: PR & marketing, I’m sticking to my guns. I'll dive into this complex topic again another day. Perhaps, a blog series, or maybe even an ebook?
Today, let’s talk about the secret mojo that all great publicists have and what truly makes them special.
The skilled publicist must wear different hats to support her clients.
On any given day, I'm an advocate, advisor, and translator.
When I retweet a story, I jump into cheerleader mode.
But, amazing publicists have a special X-Factor. They serve as a bridge between founders and journalists. Too often, the two groups seem like they hail from different planets.
In my work, I’ve found that founders and journos have polar opposite personalities. Communication styles, too. That can create a lot of misunderstanding.
Let’s begin with the founder.
The majority of entrepreneurs that I’ve worked were either:
Product and tech-obsessed engineers.
Ex-investment bankers, accountants. Think of MBA types.
Huh? Not everyone speaks spreadsheet?
These founders are super left-brained. They’re fluent in the language of finance. They love numbers, balance sheets, and financial models. Investors are their tribe.
Trapped in their VC/techie comms bubble, founders will slip into investor pitch mode when they talk with the media.
Worse yet, they'll speak an alphabet soup of jargon — APIs, SKUs, and double-sided DMPs. 😬
This isn't how you communicate with the media.
When journalists hear double sided DMP or aggregation theory
In contrast, most of the journos I've met tend to be right-brained. They love words, emotions, and stories. For many journalists, they go into the media because they want to tell stories that matter.
Enter the publicist.
To tell a client's story, publicists need to understand the business model, industry, and the founder. They tease out the interesting threads, craft a powerful narrative, and persuade the journalist on why it matters.
In my job, I cultivate relationships. I nail a pitch when I know a journalist well -- their beat, personal interests, and their publication's quirks.
Ryan Brown, Africa editor at Christian Science Monitor, loves to feature women in her stories.
CNN is heavily influenced by social media. Many of their stories are shaped by what’s trending on Twitter or Instagram. Take a look.
Eyder Peralta, NPR East Africa correspondent, delights in writing about the unique character of African cities. When I met him for coffee in Nairobi, he explained how he prefers writing about urban Africa, not the well-depicted Africa of baobabs and rising suns. When he had to cover the death of Kenya's oldest elephant, Big Tim, he did it but not without some grumbling. Tim was an a**hole, he said.
I don't mind waving my pom-poms on Twitter for a client.
But, I really shine and add value when I bridge the two worlds of entrepreneurship and journalism.
Until next time,
Victoria
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**I'd love to hear from you - what do you want to read on Africa tech comms/PR/media? Hit me up @tori_crandall on Twitter.
Victoria Crandall | African Startups | Comms & PR Strategist | Proud Dog-Mom of Gus | Lagos 🇳🇬