Wendy Marx is President of Marx Communications , an award-winning B2B marketing and public relations firm she founded in 1993.
Over her career, Wendy has helped launch numerous business-to-business startups that have become well-known industry brands, including marketing gurus Peppers & Rogers Group and TheStreet.com’s equity research shop.
Wendy is also a founding member of PR Boutiques International , a global network of select boutique PR consultancies. Her technology and business articles have appeared in The New York Times, Information Week, and Computerworld and she has written advertorials for Fortune and Forbes on B2B topics. She currently writes a blog on personal public relations branding for Fast Company .
Best Practice #1 – Have a Great Story to Tell That Really Matters to People
Think “a-ha” instead of “ho-hum,” or don’t bother
No one is going to care about your latest corporate hiring – unless it happens to be Steve Jobs!
Identify and play up the new, the distinctive, the relevant, the offbeat or the truly game-changing in your business/organization
Whenever possible, tie it to recent news or a business trend
Pig’s Knuckle, Ark. - John Q. Science, associate professor in the Department of Really Boring and Trivial Molecular Knowledge at The Rheostat Institute of Technology, has recently lead-authored and published a paper in the Institute of Pseudo-Science’s journal entitled, “Measuring the Displacement of Milk in Cereal Bowls.”
Note: the information has been changed to protect the guilty
Best Practice #4: Journalists Are Allies, Not Friends
Members of the media have their own agenda, and want to advance their own cause – not yours
State “off the record” if you don’t want them to use something, or “on background” if it’s for informational purposes only. Generally, don’t say anything you wouldn’t want to appear the next day in print or on the air!
If possible, ask for a pre-pub copy to review; most journalists will not grant this, however
Review quotes or anything else you want to be clarified
Have a plan: review/rehearse your key message points; have a “cheat sheet” handy