Press Tour Secrets

3minPRwithKimberly

I’ve booked, staffed and supported media desk sides, also known as press tours throughout my PR career which has included many big, well known brands such as Williams Sonoma and west elm and many small companies who enjoy a national market presence and have a distribution strategy in place but they lack broad based, national consumer awareness as a brand.

So, for the larger, well known brands, media desk provide an ongoing platform for them to tell they’re seasonal and product story with the goal of maintaining a presence, relevance among top consumer media. For the smaller, lesser known companies, media desk side tours provide an opportunity to introduce an unknown company, to tell their story and to show their most interesting and newsworthy products and services in the hopes of garnering awareness, influencers among the top tier media leading to coveted third party media endorsements.

In this first video blog post of what I hope to be a series of ongoing video shorts, I am going to share with you my top insights and key tips to help you maximize your investment of time and money when considering a NYC media desk side tour!

Video Blog Post:

Press Tour Secrets (video transcript)

  1. Book meetings in clusters by publisher. Most of the top publishers, Conde Nast, Time, Inc. Hearst, Meredith Corporation, have their world Headquarters in New York City where the majority of their media titles editorial staff sit under one roof. Knowing this and booking accordingly will save you time and stress. Trust me.
  2. Two words: Car Service. Build this into the budget when building out costs. Your stiletto loving feet will thank you.
  3. Desk side does not have to be at a desk. Lunch and HH meetings are a great way to meet with the many freelance writers and bloggers that do not work in a traditional office. Everyone needs to eat and seriously who doesn’t like happy hour?
  4. This is your 15 minutes. These folks are popular. Against many odds, you won this meeting against hundreds, possibly thousands of other companies. You have 15 minutes (actually more like 12, to tell your story). Be prepared and go for it. But keep it short and to the point.
  5. Designate a note taker. Not super sexy but this is key. During your 15 minutes, there should be a lot of engagement, information, ideas, and opportunities happening. Have one person who is clearly not the spokesperson or CEO, take copious notes at each and every meeting. That way when you get back to your hotel you can review and priorities all the next steps. This is what you came here for. Do not miss out because you forgot an important detail or failed to follow-up on a key question or deliverable.

PR is not rocket science but the results can be magical. Thanks for watching.

Lessons From Third Grade

Errant Musings
This is me with my daughters and the third graders.
This is me with my daughters and the third graders.

Recently my children’s grade school asked for parent volunteers to speak at Career Day. It wasn’t until my husband suggested that I should do it that I gave it a second look. As a “working mother” of three school age daughters I realized my responsibility to participate. Beyond the obvious reasons, my motivation was more personal and specific. I live in a really wonderful community (some might call it a bit of a ‘bubble’) with well educated, caring and very involved families. We moved to Austin to raise our kids in just this kind of atmosphere.  However, one interesting casualty is that my daughters have very few examples of career women.

In this community, the base line expectation of the families (primarily the moms) is to be present and available 24/7 for our kids, their activities and their schools. My girls often complain to me that “other moms” come to every school event, every performance, and every activity and even eat lunch with their kids at school on a regular basis. How can a ‘working mom’ ever compare to that? Do not get me wrong, I think it is an amazing choice to stay home and be a full-time mom. It’s not a choice I have made, but I totally respect that it is the right choice for many women (and a few men).

Back to motivation. As a minority, aka career mom, once I decided to commit the effort and time, I was looking forward to speaking up and showing my daughters and their classmates that women can be both – good moms and successful career people.

The presentation was for a couple classes of 3rd graders. All my girls were able to attend as well.  It was fun. I love presenting and the kids were very engaged. My biggest challenge was to tailor the information for a Minecraft-obsessed, eight and nine-year-old crowd.

Lessons From Third Grade is attached but here are the main talking points and slides from my presentation at Career Day:

“I have a PR agency here in town called Kimberly Strenk PR. But most of you here know me as Elke’s mom, Katha’s mom or Taschi’s mom – right? Well, outside the neighborhood, from as far away as London, England to California and New York, people know me as the owner of a PR agency.

What is Public Relations?

What is PR? PR is a profession that helps companies, organizations or individuals communicate with the outside world.  Now why would it be important to do this? (Use a retail store as an example)

  • Grow Brands

My company specializes in launching and growing brands. Does anyone know what a brand is? Show 4 brand images. What do you think of when you see this? What are some of your favorite brands? Why do you like them?

Examples of recognizable brand logos.

Blog Pics
  • Create Stories

Another thing we do is we create stories for our clients. Has anyone here written a story recently that got a great grade or that you are really proud of? When you wrote the story, did you think about who you were writing it for? What did you want to say? How were you able to communicate that message? We do the same things, we create stories that are relatable, and hopefully interesting so that lots of people will want to learn, buy or engage with our client’s brands.

  • Build Relationships

In PR, it’s also very important to build relationships. Does anyone know what a relationship is? How do you start a relationship? Well we do the same thing on behalf of our clients.

I chose PR because:

  • Career vs. job
  • Builder
  • Writer
  • Listener
  • Problem solver
  • Social
  • I always wanted to be the boss

Education and Training:

  1. BA in Literature and Language
  • Reading
  • Writing
  • Critical Thinking
  • Imagination
  • Present your best self
  • Do great work
  • Learn from mistakes
  • Move on
  • A positive attitude

 Lessons from Third Grade:

  • To listen
  • To ask questions
  • It’s ok to make mistakes
  • Be a good friend

Important Skills to Develop as a Third Grader:

—  Grammar + Spelling

—  Reading + Analytics

—  Creativity + Building

—  Relationships + Reputation

—  Find a role model

How did it go? Could not have been better.  We actually took a video. One of these days when we have time to edit it down, will certainly share.  A library room full of kids, sitting crisscross applesauce for 30 minutes? They fully engaged, contributed and brought me tons of energy. Feedback from my kids? My first grader has already requested me for her class’ career day next year.

We Like To Build Things

Errant Musings
lego-shoes

We are all good at different things.  But what makes some people thrive while others flat line or simply falter?  The key is to understand what kind of employee you are. Regardless of title, we all answer to someone.  As a business founder and manager, my goal is to hire for the best skill set needed + personality fit.  As adept as I think I am at “peeling the onion,” you simply never know what you get until they walk in the door and start running.  And if they don’t run, well that presents a different set of problems!

But I digress.  The purpose of this post is to say that at the midway point of my PR career I have found my “good.”  I am a builder.  I like to create things.  Once I started my namesake agency and tried on several different types of clients, at various life stages, I soon found my good spot.  Servicing young companies at the just-launched, but no one knows who we are or what we do phase has become a perfect fit.  I meet a new client with a great product or service, I see endless possibilities to create and build something special.

To that end, here’s a sneak peak at a new ad (yes, an ad, not editorial placement), we created for our client, UK based Tints of Nature.  They are a global beauty brand, available in 38 countries.  We are in charge of helping them to build their nascent but growing US business.  But why would a boutique PR agency be creating advertising?  Back to my original point – I am a builder.  Running my namesake firm has removed the impediments of layers and decision by committee, as well as silo verticals that many large companies suffer from.  We don’t work with big companies with big budgets.  We service the great ideas. Sometimes we do things that are not traditional.  If it helps our clients define their brand and grow their business, we build it.

A shout out to our fantastic graphic design partner, Omnibus Designs. We’ve worked with them for many years and we always look forward to the magic.

Happy building,

Kimberly

Preview of Ad for Feb issue Austin Monthly