Slow Public Relations

Simply the sound of it makes me feel funny. I understand that some situations require a little time to compose an appropriate response, or that the timing for a response might not be immediate, but to me that is “thoughtful public relations,” not slow. Hell, if someone called my PR work slow I’d immediately look at how I need to change what I am doing. But that is exactly what Gregory Galant titled his article, “What companies need to know about “slow” PR” and you know what, he was right.

I have not had the opportunity to work with a large enough public relations firm that would give me unlimited mass-blast tools, so I have always depended on personalized approaches to pitching media. In general, it has worked. Yeah, it takes time to find reporters covering a specific beat, and then to read enough of their articles to decide whether or not he/she would be interested, but the process makes the reporters a person to me.

In a lot of ways, when I do finally send the pitch, it’s as if I already knew them. One time I contacted a woman who wrote for the New York Times and when I got her on the phone she was surprised I had sent her an email directly because she did not publicize her email address, and it required me to really look around and find it. She knew I was serious about this pitch going to her as a writer and not simply because she had an email address that ended in

Galant said,

Anyone today can build meaningful relationships through real human interactions globally using technology.

That’s the awesome part about PR, I’m paid to do that and I should work to build those resonating connections before the skill is lost in the masses of automated email and @ mentions.



2 Replies to “Slow Public Relations”

  1. Very nice post. I just stumbled upon your blog and wanted to say that I’ve really enjoyed surfing around your blog posts. After all I will be subscribing to your rss feed and I hope you write again soon!

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