According to a recent Cision blog post by Erin Feldman, slow PR “blends traditional tactics with digital tools and technologies to achieve highly targeted and effective media relations.” This practice goes beyond mass pitching by taking the time to cultivate relationships with journalists, increasing credibility, and creating a mutual respect.
PR pros must be willing to invest the time to create this rapport, but the results will be greatly beneficial. Reporters will understand the resources PR pros have available and proactively reach out for stories they are developing. PR pros can supplement their traditional approaches with the following slow PR tips:
Make it a mutually beneficial relationship. Develop a rapport with journalists. Make sure they know you are a resource, too, and are not just there to push your clients’ stories. Find out what they like to cover and how they cover it. Essentially, you should be there before the “sale” of your clients’ news.