Why does every PR consultant have in common with every real estate agent?
The real estate agent wants to sell the house to the very first looker- not the 10th or 20th looker. Likewise, the PR consultant wants to place the client’s story with the very first media outlet she contacts (TV/radio/magazine/newspaper) – not the 10th or the 20th. Even so, in the real world — for both real estate agents and PR consultants — this happy state of affairs is not typical. Selling homes requires researching the market, contacting the most likely prospects and getting out there on Saturday afternoons when the rest of the world is playing and showing that house over and over until the right buyer says YES. “Selling” (getting a reporter interested enough to want to write a story) a client’s story to the right reporter means writing press releases and contacting the most likely prospects by telephone, in email or in person and relating the client’s story over and over to the media until the right fit is made with the right media outlet. Patience and timing is important in bo
