What’s the number 1 rule to remember for your PR campaign to succeed?

Don’t sell.

PR is not about selling, it’s about story – telling

When comes to pitching the media, the harder you sell, the quicker you’ll lose them.  

From my experience working as a magazine editor, I can tell you that the minute I felt I was being sold I ended the conversation. I don’t know one editor or producer who likes a hard sell.  The more you come off sounding like an ad or promotional brochure, the quicker you’ll lose them.  

Selling belongs in the advertising section of the media, not the editorial.

Sell and you lose.  

So, then how do you convince the media that you have a compelling story to tell?

By developing a compelling story.

Sounds easy, right? 


But it is doable.  

Find creative ways to present and tell your story.  Whether the benefits you want to emphasize are better health, more efficiency, reduced cost or increased wealth, you need to create a narrative.  that is both concise and interesting. 

Before telling your story, do your homework.  Understand who your story is aimed at. Who you are speaking to?  For example, your story might be a good fit he Wall Street Journal, Elle magazine and your local newspaper, but you definitely don’t want to pitch each of those the same story in the same way.  They each have different needs, they cater to different audiences.  You want to tailor your presentations to meet the need of each specific outlet.  

There is no such thing as a one-size-fits-all media pitch. You need to frame your story and your pitch so that it meets the needs of the specific media outlet you’re approaching.

There are paid services that will send your press release en mass to hundreds of media outlets, but unless you your pitch includes a breaking news story (a real breaking news story), or an A-list celebrity is attached to your pitch. that approach seldom works.    

Forget quantity, what you want are quality, targeted pitches.

It means presenting your company, service or product by creating, compelling, and persuasive stories.  

It requires narratives that grab your reader’s attention.  

Step away from your role in the business and view your story ideas as an outsider. Now look for the stories that are the most compelling.  What would honestly grab your attention.  Use those as your starting point and build from there and build from there.

Remember, your success lies in your stories. 

PR Secrets | Copyright © Mora Communications Inc.  2017