People who think the public relations process is all about numbers have been severely mislead. The truth of the matter is that effective public relations is and always has been about building strong relationships with journalists and publications who are important to your industry and to your company.
On today’s episode of the podcast we speak with Muck Rack founder Gregory Galant about the art of Slow PR. Muckrack is a “freemium” service that aggregates tweets from thousands of journalists and shows you what stories they’re sharing and commenting about. Muck Rack sifts through the noise and helps you identify the journalists who are most relevant to your startup based on their beat, the region they cover, or the location of their publication. Muck Rack leverages Twitter to help you build relationships with journalists. Muck Rack is a favorite with previous podcast guests Erica Swallow and Peter Himler.
Prior to Muck Rack Galant created the Shorty Awards, which honors the world’s best short-form social media content producers on Twitter, Facebook, Tumblr and more. Galant has been podcasting since 2005, when he launched the Venture Voice podcast. Venture Voice was rated one of Top 10 podcasts for entrepreneurs by business communications provider Grasshopper. Venture Voice guests included, Pandora founder Tim Westergren, Jeremy Stoppelman of Yelp, and Evan Williams of Twitter and recently Medium. (Noticing a pattern here yet?)
What is Slow PR?
Slow PR is about building relationships instead of focusing on volume of pitches. Slow PR is about taking the time to get to know the reporters who cover your industry, who they are as a person, and how they write their stories, in order to be the most valuable and relevant story source possible.
Greg’s top 3 Slow PR tips
- Put yourself in the shoes of the journalist. This will help you know what the journalists is trying to accomplish with his or her story.
- Make sure that you’re a credible source for a story. Be sure to Google yourself to avoid/anticipate any embarrassing revelations.
- Make sure you’re on top of stuff before you need it. Journalists are on the clock, and don’t like to wait around for information. Make yourself available to the press, and respond fast
If you have questions for Greg, he’s @Gregory on Twitter.