Pro PR tips are always common sense once you’ve heard them.
Try this on for size: If your pitch is newsworthy, it will write itself. If you are just sending an announcement to reporters to try and drum up news or sales during product development downtime, you’ll find yourself stretching for a “hook”, and you won’t fool anyone.
It’s not cynical, jaded or bitter – it’s true. The biggest news, best promotions, important business moves, and most unique pitches/campaigns are the easiest and most fulfilling to pull off, and they gnerate the best, most impactful results. In other words, BE news to make news.
Sure it’s easy during major launches or big conferences (ahem, E3), but you have to keep it up in the “off-season” too. Don’t try to fool people, try and do stuff that’s awesome enough to be word-of-mouth-worthy. Then make sure you spread the word-of-mouth.
Be on Twitter yesterday. Start a blog. You may already be doing super newsworthy or buzzworthy things, but if you don’t tell anyone about them, you’re doing yourself a disservice.