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Four Ways to Deliver Great PR [Slide Show]

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120719-1 Intro
As an editor at Robb Report—a national luxury lifestyle magazine—I worked with hundreds of public relations (PR) professionals. But none did a better job than Nancy Libby and Carolyn Landrum of General Motors. I looked forward to their calls, and they became the first ones I'd call when I had some last-minute editorial space to fill. Here are four reasons why.
120719-2 1. Thinking Like Editors

1. Thinking Like Editors

I never got a bad pitch from Nancy or Carolyn. They knew what I wanted to cover and how I wanted to cover it. They didn't, for instance, pitch me on the low cost of leasing a Cadillac CTS. They knew Robb Report wasn't interested in budget-conscious stories. Instead, they told me about a Cadillac XLR that was going on the block at the charitable Napa Valley Wine Auction—and got a full page of coverage.

120719-3 2. Being Ultra-Responsive

2. Being Ultra-Responsive

The best PR teams respond quickly and provide the information or material you request. My deadlines weren't as tight as those at a daily or weekly publication, but lackadaisical PR follow-up still caused lots of stress. I never worried, though, when working with Nancy and Carolyn. I often had what I needed within hours, if not minutes.

120719-4 3. Working Ethically

3. Working Ethically

A surprising number of PR people don't understand—or choose to ignore—editorial etiquette. I've heard it all: demands to see an article before it goes to print; promises of bribes for positive coverage; and complaints about fair criticism. But not from Nancy and Carolyn, who maintained scrupulous ethics during each interaction.

120719-5 4. Showing Personality

4. Showing Personality

It's a simple fact: I like Nancy and Carolyn. They're delightful people. And I enjoyed meeting them for lunch, seeing them at events, and working with them on various stories. Don't underestimate the importance of the rapport that results from an engaging personality, smart conversation, and a good sense of humor.

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Christian Gulliksen is a writer who has authored several of the Get to the Po!nt newsletters for MarketingProfs. A former editor at Robb Report, he has also contributed to Worth, Variety, and The Hollywood Reporter.

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