In our latest episode of "Between Me & You," PR and Communications expert Gina Hollands of Hollands Associates shares how comms leaders can make their message “unignorable” in earned media.
Gina explains why PR success requires resilience to rejection and being ignored, a mindset shift from pleading for coverage to delivering value to journalists, and why follow-ups often secure wins. Gina stresses that PR can’t be an afterthought: it needs early planning around audience, messaging, and timeline.
Comms must secure a seat at the leadership table by managing up for the organisation’s benefit. We're discussing balancing positivity with transparency, reframing stories to cut through a negative news cycle, and using authentic human case studies ethically. Gina closes with key actions: do your homework, get in the room early, and consider honest, attention-grabbing framing.
Planning at the Heart of Effective PR
Gina's insights began with the critical reminder that PR should never be an afterthought. Effective PR requires meticulous planning. It's crucial to think about your audience, messaging, and timelines well in advance, ideally six months before key releases. This foresight ensures that communications align seamlessly with broader marketing strategies, giving your message the best chance to make an impact.
Building Resilience and Value
Transitioning from treating PR as an afterthought to a proactive strategy requires a significant mindset shift. Gina emphasises the importance of resilience in the face of rejection, a common reality in the PR landscape. By recognising the mutual value exchange between journalists and PR professionals, communicators can shift from a pleading to a value-delivering mindset, fostering a more confident approach in pitching to the media.
Securing a Seat at the Leadership Table
To effectively influence an organisation’s communication strategy, communicators must earn a permanent seat at the leadership table. Gina advises comms directors to advocate for their inclusion in strategic discussions from the onset. By doing so, PR professionals can contribute proactively, avoiding the pitfalls of being brought in as a last-minute addition once campaigns are already underway.
The Power of Storytelling
Authentic storytelling is at the heart of successful media relations, especially for charities and nonprofits. Gina highlights the need for human connection, urging organisations to share impactful human stories. Such narratives not only elevate a charity’s mission but also resonate with audiences on a personal level, strengthening public perception and support.
Navigating the Negativity
In a media environment often dominated by negativity, Gina proposes a bold strategy: reframing stories with an apparent negative element to captivate attention. This approach, however, demands sensitivity, ensuring authenticity and transparency, even when the narrative brings challenging aspects to light.
The Brave Hat
One of the more whimsical yet effective techniques Gina shares is using a "magic hat" as a psychological tool to boost confidence. This metaphorical hat gives communicators the courage to act bravely, pushing the boundaries of traditional PR tactics and allowing them to explore creative strategies fearlessly.
Wrap-up
As we wrap up, let’s highlight the key actions Gina recommends for making your message unignorable:
- Do your homework: Tailor your pitches to the right publications with precision, respecting both your time and that of journalists.
- Assert your value: Gain a seat at the table by demonstrating the essential role of strategic communications in organisational success.
- Inject transparency and honesty: Reframe narratives to engage the media’s interest while retaining authenticity.
Connect with Gina Hollands
Learn more about Hollands Associates