OLD PR TACTICS WORK EVEN BETTER TODAY

Bernie DiMeo | 06.09.11

People may cringe as they sneak a peak at my new blog and see the word old in the title again. But hang with me here.  I have some good advice.

Yes, all of my lamenting in past blogs won't bring back the three martini lunch where we exchanged a press release for a bowl of pasta and three drinks.  However there are tactics from back in the day that - although tougher to pull off - work even better when you do.

What used to be common was to walk with a handful of press releases and B/W photos from your North Michigan Avenue office and 'make the route', starting with the Chicago Tribune and Chicago Today, across the river to the Chicago Sun Times and Chicago American, up a block to Channel 7, then a stop at Chanel 5, Channel 2 and of course to City News Bureau, UPI and AP.  Only Channel 9 was out of the area and required a short drive.  And yes, I know you could drop a press release at the Trib for Channel 9 but bear with me a minute.

We did NOT just drop off press releases.  We had relationships with not only the reporters but maybe even more importantly with the guard at the reception desk.  As unimaginable as it is today, a couple of nice cigars or a even a couple of bucks on special occasions made you 'OK' to pass.

Then it was on to the newsroom where you sought out the reporter you know, saying hello to others along the way, took a seat at his cubicle (some things have not changed) and "sold" your story to him or her.

Is it a lot harder to do today?  Of course.  Is it impossible?  Not at all.  I still do it.

One of our clients is Rocco Shirts Chicago, an online apparel company. They make custom shirts and novelty shirts i.e. "Illinois - Where Former Governors Actually Make Your License Plates".

Sending a timely shirt to a reporter is quicker with email, the image is better and it's a lot easier for the PR person.  And that's why most PR people do it that way.

I'm hear to tell you that that's not how I do it.  In fact, Rocco Shirts Chicago didn't get mentioned in John Kass's column or Bill Zwecker's column or in Quick Hits because I sent them an email.  They got in because
I made the walk, tee-shirts and press release in hand.  How did I get past guards and into newsrooms in this post 9/11 era?  I'm not telling.  But if you are a potential client, call me and we can discuss how Bernie DiMeo
Communications can use some old school tactics, along with new cutting edge methods as well, to improve your brand, image, awareness and market share.

And no - I don't use cigars anymore.