I have a longer post on this topic coming soon, but seeing how in the past month I’ve been sent press releases on…. shit.  Who cares what they’re about?  Why am I even getting press releases from brands I do not have anything to do with?  Or even know anyone at?

Public relations is a lot more than blasting out press releases to 1,000’s of people and waiting for the stories to come in.  If it wasn’t, then all you’d need to do to launch an effective PR campaign is pay someone a couple hundred to write a release, get a Constant Contact account and a subscription to Cision.

I’ve been asked before “how good is my media list?”  Well, after working in PR for more than 12 years… it’s pretty fricking good.  CNET to HypeBeast and Home Furnishings News to the Associated Press.  I know a lot of people.  My team knows more.  However, the major misconception is that “the list” is all it takes to get editorial coverage and that couldn’t be further from the truth.

Being good at PR/media relations isn’t so much about “your list” as much as it is going to the right reporter, at the right time with the right story.  The same brand could get great coverage in Outside, Transworld Business and CtotheJL in the same month, but it’s probably going to require three separate pitches to really make it happen.

Similar to how an effective ad campaign is more than a logo, product shot and some copy (note: I said effective), a solid media relations campaign involves a lot more than a BCC email to a “list” of people who may not be relevant.

Throughout the course of my career, I’ve made a lot of strong media contacts.  Every single one thinks I’m the shit!!! Some even like me.  BUT, that does not mean BBPR clients get guaranteed coverage.  Far from it.  There’s a lot to a solid PR campaign (action sports or otherwise), starting with a well-timed pitch that’s relevant to whoever you’re reaching out to.  And a well-timed pitch is a heck of a lot more than a press release and attached image in the body of an email (BBPR secret #39:  Most of our media placements don’t come from formal press releases.).

Here’s an example for the action sports industry.  Forget the tons of great coverage we’ve gotten for our clients… let’s look at Quiksilver and Clay Marzo.  Outside, USA Today, ESPN and probably a lot more covered him and his Asperger’s.  Think that all happened with a blast email?  Doubtful.  Is the Quiksilver marketing budget bigger than yours?  Probably.  But a lot of brands get great media coverage, without the benefit of a huge PR team, well produced viral video or Rolodex of contacts.  If you have the right story, the opportunities are there.

Look at it this way:  Do you think USA Today cares that much who from Apple is pitching them on the next iPhone, or is it more important that  the pitch has everything they want to do a solid story.

Sorry, the iPhone is a layup in a lot of ways.  But trust me, the opportunities are there.  You just need to leverage them.