Tips on Improving a PR Campaign in Progress

October 2004
by Marsha Friedman

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Like everything else, public relations takes guts, perseverance, and the ability to know when to try something different. To fine-tune your publicity campaigns, try these five tactics. They’ve proven successful throughout my more than 20 years in the public relations business.

Don’t be married to your angles–they may need to be instantly changed. We once pitched a hot national TV show on a cooking segment for a chef who wanted to showcase his new gourmet recipes. The producer was receptive but felt that gourmet food wouldn’t interest his audience and asked us instead to develop a holiday segment. Once we came up with holiday recipes that fit the producer’s needs, the show turned out to be great coverage for the chef.

Be alert to angles that take on lives of their own. The perfect angle for a title can develop as you talk with media people during a PR campaign. A health book we once pitched, about the effects of drugs and environmental hazards on the human body, was getting exposure and moving smoothly in the media. But it wasn’t until we came up with “toxins in your home” as an angle that it ran away and became a cover story for a national magazine and a one-hour segment on the Montel Williams Show. After that, it hit the bestseller lists at and at #4 and #6, respectively.

If at first you don’t succeed, try, try again. When one of yo…IBPA Members – Click here to view the full article (login required).

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