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?
-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.