Be Bold: Peter Shankman Does PR…. Differently

November 20, 2007

As I told you last week, Peter Shankman was one of the panelists at the TIMA luncheon. Peter spoke with authority and clarity, therefore I add weight and consideration to the things he says. I’ve been following him on Twitter and his blog ever since.

Today, he let his blog readers know of how his different brand of Public Relations is working for him. He doesn’t send out Press Releases. He doesn’t even pitch his clients. Instead, he finds out what journalists are working on and helps them.

It sounds unorthodox. But unorthodoxy is not why it works. It works because it uses the basic concept of giving people what they want. It works for dating, marriage, work, marketing, and if you’re really good at it - parenting.

As an online marketing consultant, I have give my client what their customers want. Sometimes this is at odds with what the client thinks they want (which is why I love Analytics!).

So many PR professionals just do the same old thing, pushing press releases and pitching their clients. But that’s not what the target audience (journalists) want. You could hurt your clients’ brands by doing this inappropriately.

Shankman’s approach is generous, friendly and helps him place his clients when the hook is right. His approach is to be admired and studied.

What are your unorthodox, but proven techniques?

Posted in Be Bold by Nathania Johnson