I have a lot of small businesses that are just becoming aware of the world of the web. Many are B2B businesses that think that Press Releases are the best way to get attention for their services and products. I think that these are dated techniques for “many” businesses, especially if it’s their main avenue for inbound traffic.

What are your thoughts on this?

A few weeks ago, I asked for some requests on what to blog about and I wanted to pull this one out of the queue based upon a brief exchange of Tweets I had on the relevance of PR in a startup world.

PR as communications is essential for the success of any company, large or small. Of course I am biased in this, but my reasoning is a bit more fundamental. Most CEOs and technical founders are smart in a lot of areas. crafting a story generally isn’t one of them. Public relations is an art and we are artists and a company is our medium. We help companies tell their story. The great thing that a company’s leadership provides is passion.

We provide the ability to translate that passion into English.

OK, that being said, let’s get back to the question that was asked: Is a press release the best way to get attention, especially in the B2B space? My simple answer?


There is no magic ingredient when it comes to an outbound communication strategy. Successful public relations is a lot like a well-executed curry. Have you ever tasted turmeric on its own? Not so good. But combined with a myriad of other spices, it’s delicious. The same can be said of a company’s public relations efforts. By combining media relations, digital communications, customer storytelling and other activities, you can create a lot of attention for your company.

If you have a topic you would like for me to ramble incoherently comment on, please submit it here. If you have a comment on this, please tell me below!

Sure, you are your own brand, but how do people view you? Most of us have seen the “three words to describe me” emails/facebook messages, but what matters is how you want to be perceived. Sometimes, the most important story you tell as a PR pro is your own.

I am currently working with the latest group of interns at the office. Some of the brightest young minds in PR (Seriously, I’m intimidated) are jumping face first into the world of PR and digital media. I got to meet with them today and we talked a bit about the importance of how you are perceived by your peers and the influencers you work with.

Brand your personality

Yes, I know, we don’t like the phrase “personal branding.” But it works. We know what it means, so I’m going to use it. If every interaction you have with an influencer is a pitch, how does that affect all future interactions? I think that it is important that a PR pro’s relationship with an influencer, from Kara Swisher to a hyper-local news blog, be symbiotic.

If both parties are benefiting, then the relationship is much more productive. This is especially crucial in direct-to-consumer efforts when you may be working directly with an influencer throughout an event or media tour. Your personality becomes one of the most important aspect of your professional repertoire.

Be yourself

I do my best to be myself around an influencer that I will be working with in the future. But what else can you do to help maintain your place in the wide world of PR? Here’s my ideas:

  • Walk the walk. Start a blog, learn about SEO, go shopping, become a PR Geek. The point is if you share the passion and excitement of a product you want your influencer to share with his or her audience, it will be far easier to tell that story.
  • Be seen. Get out and meet the people you want covering your clients. Be part of the community. Be active and engage with them.
  • Be genuine. Hopefully you end up representing clients you like and getting involved is easy. On the off chance you are stretching yourself daily, I think that sometimes it is OK to admit you are learning the space or learning the products and admit you are not an expert.
  • Reach out and touch somebody. Once you establish a relationship. Maybe it was a successful placement of a pitch; could have been a cocktail hour. Whatever the start was, it is up to you as the PR pro to continue the relationship. Tweet them, comment on posts and maybe even give a phone call.
  • Have an opinion. In this industry, it is important to be forward thinking and it’s not OK to put that opinion out there. Start a blog or even ask me (or somebody far more popular) if you can guest post.

I’d love to hear your thoughts on the type of persona you think a PR pro should have. Tell me in the comments and let me know!