Let’s count the four similarities together, shall we?

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1. Investigating Their Profile

When seeking out the perfect mate online, most tend to be pretty analytical of the copy and photos that appear in their prospective mate’s profile. In PR, we’re constantly seeking out media contacts (dare we say potential “media mates”?) who would find value in learning about our clients. PR pros perform extensive research to obtain background information on their “media mate”, understanding what types of beats they cover, past work, what they talk about on social media and any other relevant interests that might be publicly available. This information is vital in moving on to the next step — which brings us to…

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2. Sending The First Message

The first message is crucial in online dating — you don’t want to be one of those boring “hey” people, and “your cute” doesn’t really impress anyone (mainly because the misuse of “you’re” is a turn off, but also because ugh). Effort has to be put in to your first communication with a prospective “mate” — for example,  incorporating their interests as talking points in your first message. The same goes for reaching out to your “media mate”. The first message (read: pitch) should take into consideration all the profile investigation you’ve done, making sure that the person you’re writing to will not only appreciate you sharing client information, but also will know that you’ve done your research and genuinely have an interest in their work.

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3. Going On The First Date

Between the outfit, planning what you’re going to say and general nervousness, a first date can be a lot to handle. Not only that, but if this initial meeting doesn’t go well, your future with your potential “mate” could be lost forever (sorry, it’s true). On the PR side of things, after your pitch (first message) has secured interest from media, there’s a good chance you’ll be going on that first date — whether it be a phone conversation, in-studio or perhaps for a desk side appointment. This time is crucial in building a strong relationship. Making sure you have talking points,  relevant visuals for your contact’s use, and (yes) a put together appearance are important factors when heading on your first media date.

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4. The Follow Up

After a date goes well, it’s natural to want to send that follow up text, or (gasp!) call your potential mate. Perhaps you want to schedule your next date, or just want to say what a lovely time you had. The same procedure applies after you secure a placement for one of your clients in media. Sending a note of thanks and letting your contact know what you thought of the piece is an important part of continuing your relationship. Please and thank you can go a long way, but we’re sure your Mom and Dad taught you that years ago.

Can you think of any other ways online dating parallels working in PR? Share them in the comments below!

From the outside, PR work can seem like a pretty attractive alternative compared to some other occupations. After all, there’s parties, free food [and drink], celebrities, and hobnobbing with media, right?  Well… kind of, but not really. Today we’re de-bunking some of the myths that seem to follow PR and PR pros as they try to explain to non-industry people exactly what their job entails.

Myth #1: PR=Party

Sure, PR pros tend to be out a lot. Whether running a client event, taking a media member to dinner, or attending a launch — the profession does demand a lot of social activity. Here’s the deal: although these occasions are positioned as fun nights out for most (and don’t get us wrong, they can be) — these are actually seen as networking opportunities and a chance to strengthen and build our growing base of connections. While we may be out, we’re certainly not out in the same capacity as a university freshman.

Myth #2: It’s All Glamorous

A common misconception is that the work we do is very glamorous. Sure, we get to work with some kick-ass celebrities, head into VIP sections, take clients to media engagements and the likes, but it’s important to note again, this is our work. It’s our job to make it ‘look’ glamorous. We’re the ones hustling behind the scenes to make sure a photographer gets the shot, clients stay on message, media and talent are attended to and that everything stays on track. And that’s just events. Additionally we’re known to churn through multiple press releases in a day, monitor media for both trends and clients, keep on top of an overflowing inbox.. we could go on, but you likely get the point by now.

Myth #3: PR Pros Manipulate The Media

This is likely the biggest myth of them all. Sure, our job is to help our clients get placed in media (amongst many other duties), but this is not to be seen as manipulation of media. The media can not be controlled — just ask Rob Ford. Rather, PR should be seen as an effective way to communicate your stories to media.

Myth #4: PR Can Make Anything Go ‘Viral’

If we had a nickel. Sure, PR pros can help you identify share-worthy stories that should be placed into the public eye, but there is no ‘secret formula’ to going viral. There are a number of determining factors in online content going viral including timing, relevancy, quality, story and pure luck. Like we said, we can help — but there are no guarantees in the world of ‘viral’ content.

Myth #5: Contacts Are Everything

Of course, knowing a variety of influential people is important to PR, but it’s not everything. What is everything, you ask? Having a good story. A story that is timely, relevant and will be of interest to the public. The reality is, if your story isn’t newsworthy and can’t be shaped to become so, you’ll have a hard time getting it placed in media. Plain and simple.

Do you have any PR myths that you’d like to share? Leave them in the comments below!

This week, we’d like to introduce you to the talented Paul Aguirre-Livingston, freelance writer and one of our favourite arts and culture columnists at The Grid.

Photo: Jessica Blaine Smith

1. What’s your official job title, and where did you go to school?

I am, once again, a freelance writer, etc. after recently ending a marvelous two-year stint as an arts and culture columnist at The Grid magazine. I studied at York University, where I majored in journalism and French.

2. Elevator pitch. Describe yourself in a nutshell (or sea shell, or any shell for that matter).

I’d say I’m a nut without a shell. Former – and recovering – magazine editor. Digital native. Lover, not fighter. Fearless, finally. Limitless, thankfully. Conscious, reluctantly. Last month, I packed a suitcase and moved to Berlin, Germany.

3. Why did you pursue what you’re doing now? What was the inspiration? 

I was talking about some horrendous date when an editor at the York student paper got wind and asked me to write about it. Then I switched majors, and never looked back.  But, really, it wasn’t until I stopped caring about trivialities like money and understood  that beyond my basic needs – wine, bicycle, smoked salmon, books, Nutella, cheap afternoon movies – I didn’t need much to pretend to feel “happy.”

4. What is the best part of your day-to-day?

That I don’t have to explain “day-to-day” since, for me, there really ins’t one.

5. What’s the most challenging?

“Why hasn’t this cheque come yet?”… or fielding ridiculously PR requests. (No, I have no immediate plans to become a mommy blogger for hip, urban gays.)

6. If you took a look in the cliché crystal ball, what do you see for yourself? 

A screening of Frances Ha – finally! – that I’m headed to after I finish these nifty questions. Otherwise: writing, reading, loving, losing, maybe a book, maybe a movie. To use another cliché: “Blank canvas.”

7. How do you embrace disruption in your work and personal life?

I endure. Or I karaoke. I don’t usually feel all that “disrupted” within my work context, except maybe at this particular transition, but my personal life is totally used to it.

8. What is the most memorable moment in your career? 

I was recently asked to contribute an essay to an anthology of stories about the ‘modern family.’ My contribution (about fictive kin – Google it) is by far the most therapeutic thing I have ever written. The book will be published in spring 2014.

9. Tell us what you see yourself doing at 65 years old.

Still writing. Tweeting haphazardly like Cher. Not on Facebook. Not teaching. Finally getting those abs I always wanted but never cared to work for. (I’m counting on you, bio-engineering!)

10. Just for fun: if you had to pick one app in the whole APPVERSE, what would it be?

My favourite new discovery – and interim best friend – is probably Duolingo, a language tutor app that has been helping me with my German until I start formal classes (sigh) next month. The exercises are great, and it’s pretty comprehensive with oral and written components. Ah, technology!

Follow Paul on Twitter @pliving.

Also, please check out his website to see some of his fantastic (and cheeky) work: http://pliving.me.

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One of the most important elements of my job is keeping current. I’m constantly surfing the web for content, PVR’ing daytime talk shows, and consuming multiple newspapers and magazines. Each and every day revolves around finding top news stories, digesting other PR pro tips, and reading up on current trends. To an outsider, the amount of information we (as PR peeps) have to constantly consume may be a bit overwhelming – but guess what? We love it.

In an effort to assist those who may be new to the industry, or perhaps want to learn more about PR, I thought I’d put together a few of the industry sites I visit on a daily basis – to keep my mind fresh and up to date:

PRDaily | PRWeek | All Top PR News | Mashable | Inc | Entrepreneur |Techcrunch | Techvibes

When it comes to news/content consumption that’s not industry related, I rely on a few different tactics. Here’s a few extra tips:

1. Learn To Love Your Remote

As I mentioned before, I make sure to PVR many of the local/national chat, daytime and morning shows so that I can watch them in my down time. It’s important as a PR person to know individual show formats, and what they look for in segments – if only to make your job easier when pitching your clients.

2. A Weekly Magazine Run

Each Tuesday, I try to make it out to my local bookstore to stock up on magazines. The selection varies based on what beats my current clients fall under, but I’m constantly on the lookout for opportunities and great fits for potential pieces.

3. A Daily (If Not Hourly) Scan Of The News

Knowing what’s up on a local, national, and international scale is essential.  Having context for potential story pitches, and being able to tie your pitch into current events is something media will love you for.

4. Twitter 

Twitter is a godsend. Of course, you can’t possibly keep up with absolutely everything going on in the world, and do your job – but Twitter certainly helps. Reading realtime news/articles from likeminded people, or those you admire can play a big role in keeping your fingers on the pulse.

For more tips, articles, and advice, be sure to follow us @EmbraceDisrupt.

Until next time,

Cory

GetGlue is an entertainment-based social media tool that lets users ‘check-in’ to the shows, movies, music, books and sports they’re watching/listening to. In return, the user can earn virtual stickers to mark their check-ins. These stickers can include limited editions for premiere episodes or opening weekends, along with achievement stickers for using GetGlue often or checking into a particular show on a consistent basis. In the spirit of sharing, users can also connect their social media accounts and choose to share their GetGlue check-ins via Facebook, Twitter and/or Tumblr. The more media you check into, the better the recommendations GetGlue can give you when you’re in a bind. User information is compiled to provide expert recommendations on fellow user media consumption patterns.

Movies ‘cling’ to Top-of-Mind thanks to GetGlue

The nature of GetGlue lends itself very well to being used as a marketing tool for individual shows, as well as to networks and studios. Movie distributors have invited fans of upcoming releases to check-in to their movie before the release date to receive exclusive stickers or sneak-peeks. What a great way to create buzz for your movie, and garner organic virality on user’s social media feeds!  Television networks have a bit of a different tactic. I noticed when I checked into the show ‘White Collar’ last night,  there was a 15% merchandise discount being offered to those checking in.  Clever, no?

Currently GetGlue has a variety of partners including 20th Century Fox, The CW, AMC, ABC Family, Disney Theatrical, Discovery, ESPN, FOX, Food Network, Hachette, HBO, HGTV, MTV, MSNBC, Showtime, Penguin, PBS, WWE, Random House, Simon and Schuster, Syfy, Sony Pictures, Travel Channel, USA Network, Universal Pictures, and Warner Bros. theatrical.

Direct TV is also a GetGlue partner. They offer viewers the opportunity to check in to shows on their television screen; doesn’t get much simpler than that, increasing the chances that people will actually use GetGlue.

The GetGlue system of ‘checking in’ to a movie or television program is also a good way to gauge the size of an audience watching at any given time. Users can monitor comments related to their check-ins, in order to get a feel for what other viewers like or dislike about the show.

The ‘stickers’ are definitely the MVP that makes GetGlue unique. Gamification remains a strong incentive for consumers, the act of collecting appeals to the competitive aspect of human nature.

GetGlue is a great combination of entertainment and marketing activation  – a format they should definitely “stick” to. Get it?

There’s a lot of different tactics that writers can use to ensure they’re sharing subjects of value with their readers. The best insights will always come from your users – as a rule, make sure to check your stats daily, and see where the traffic is going when it lands on your site. See what readers are looking at most, and pay attention to the bounce rates. It’s simple really, identify the content that’s getting read and generate content that relates to the subject at hand.

ALWAYS ALWAYS ALWAYS

Consult Google Analytics (GA) when reviewing your content strategy. If you don’t know how to use GA, find someone who does – or email us to help!  The value of knowing how to operate and read GA is exponential, especially in today’s market.

LOOK AT TRENDS

Learn to love using Google Trends on a regular basis. Finding out what people are searching for most at a global scale, or at a more local level will help you formulate writing that people are looking for. Remember, don’t just write about a topic for the sake of writing – take a topic, and relate it back to your focus.

Check out what’s trending in Ontario, Canada right now (courtesy of Google Trends)

Writing and creating original content is much harder than it looks. Be sure to keep testing your ideas out, and remember that those tests mean absolutely nothing without fully understanding the data and results behind them.