The Zip episode 34
The PR industry can sometimes get a bad rap.
Which is a little funny if you think about it – like, who’s doing PR for PR?
But public relations – especially for local marketing – can be a tough job. How do you create messaging that’s unique for each local market… without sounding like you’re trying to create messaging that’s unique for each local market? How do you reach out to overworked reporters at understaffed and underfunded local papers?
And I think like any industry, it’s the bad actors, if you will, who can color our impressions of the group as a whole. The companies sending a copy and paste press release to a thousand reporters, without any personal messaging or context. Most local journalists get dozens of these emails a day, often with no rhyme or reason or real story attached. Just a “hey, here’s information about my company!”
But today’s guest, Amy Rosenberg, is definitely one of the good guys. In our conversation, Amy and I talk about the storytelling aspect of PR – what a bookmaker at a trade show can do to make herself stand out, or how a New York financial company can appeal to the socially conscious Portland Market. Amy also addresses how she guides her clients into creating content, and why articles or blog posts that answer “how?” are a great PR move.
I think often, marketers and other businesspeople bring branding concepts into such an abstract place, that it really does sound like mumbo jumbo, or like snake oil to the average Joe. But what I appreciated about my conversation with Amy is how down-to-earth, and really story-centric she remains. Public relations – at its best – is about sharing an organization’s story – and Amy really gets that point across.
So let’s dive into local PR.
Welcome to The Zip.