2. Be easy to find
• show real people, don’t play superstars
• give e-mails, numbers, LinkedIn profiles
• I need the answers now!
• your stupid form makes me angry
• I have MS Paint and I am not afraid to use it
3. Be reasonable
• no bullshit, or nobody will believe you
• I will only use information, not marketing
• bold and versatiles will not make it better
• neither will exclamation marks!!!
• always use diacritic in Czech e-mails
4.
5. Be personal
• CEO is more valuable than PR manager
• approach journalists personally
• be ready to offer more after press release
• let me know in advance that there will be news
• I mean it: let me know in advance
6.
7. Offer good content
• think about the whole market
• offer some data or trends
• PR is content marketing
• be professional, become an authority
• think as a journalist, or even better - as a reader
8.
9. And…
• only ask for meeting when it makes sence, it’s time killer
• go to conferences, pubs and parties
• journalists forget, remind yourselves
• don’t expect too much, don’t be everywhere
• don’t be afraid to share a secret