Have a new PR job? Get to know your local media.

Well, it's been a while since I posted. Since August, I have been working on a huge, HUGE project that has diverted my attention from this blog. I have been handling the public relations for the closing of Business 40, in Winston-Salem, North Carolina. The 1.2-mile stretch of road was the first portion of Interstate 40 built in our state, in 1955. 

It's old and worn out and is being replaced. The Business 40 Improvement Project has truly been a community effort which started some 12 years ago. New bridges. New highway. New beautiful entrance into Winston-Salem, the city of arts and innovation.

So when I started, the first thing I did was to get in touch with my local media. I went to see them. I am surprised how many PR professionals have never been to a newspaper, TV station or radio station. They have never seen the people who work in a newsroom, except when they show up for an interview.

That is so very wrong. If you're in the PR business, you need to put the media first on your agenda and work with them. Give them story ideas. Help them get interviews and those necessary images. There is never a need to fear anyone in the press. Embrace them. Help them. Nurture your relationships. They are your friends and should be treated as such.

MARKETING TIP: If you want to succeed in your PR efforts, get out of the office and go meet your local news crews. That includes the assignment editors. And be sure to thank them all.