Live Conference Blog: 6 quick and dirty tips on how to break through the clutter of today’s crowded media environment

Couldn’t make it to Ragan’s PR and media relations conference in New York at Con Edison? Follow our live blog throughout the day for hot tips from a stellar line of communicators. 

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Aaron Perlut, @AaronPerlut , partner at Elasticity, shares his tips on breaking through the media clutter.

“70 percent of Americans get their news on a desktop or laptop computer,” Perlut quotes from recent Pew research. So how do you break through the clutter?

You shouldn’t:
-Use block and tackle PR tactics alone
-Have a 21-year-old intern pitch a script into a reporter’s voice mail
-Ignore emerging media that may matter someday soon

What you should do:
-Take time to build relationships. Get to know people. Understand what reporters want.
-Don’t be afraid to be creative. “Creativity can take a PR campaign to new places,’ says Perlut.
-Leverage cause/philanthropy that’s consistent with the business. Tom’s, the shoe company, donates money to charity every time someone purchases a pair of its shoes.
-Surround your brand with a creative narrative.

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