Does it work when brands bypass PRs?
A PR recently asked how I feel about brand founders and figures of interest bypassing their services and bidding for coverage via direct contact. In my Insta inbox it’s a regular occurrence – I’ve had influencers, entertainers, doctors and mumtrepreneurs slide in to share their stories. |
My answer is that it depends. Like cutting one’s own hair without expertise, it might work out. But it might not. As with any PR, a pushy cold-call approach is never successful. Beyond that – without you guys managing expectations – visions of coverage are often unrealistic. Plus, I’ve found obtaining press materials problematic, despite encouraging initial pitch ideas. But that said, off the back of such contact I’ve made some strong industry relationships, giving rise to substantial features of mutual benefit. Whether or not to contact press via social media is a subject for another day. However, storytelling from the source is undeniably appealing to journalists. Direct access to a brand founder/expert/talent can offer us unfiltered perspectives. These people often have big personalities and infectious enthusiasm. They turn around quotes in double-quick time, share insider intel (and off-record anecdotes). That’s all gold dust for us. When PR professionals elevate such individuals without overly media-training them, laying the groundwork for seamless interactions and following through with ample assets, we’ve got the perfect scenario. |
What Bridget Thinks…
“Alerts on aesthetic treatments can be dry, so this email does well to communicate info around a new technology with plenty of ideas. It offers treatment reviews, expert commentary and before-and-after imagery – all of which are useful.” |