Interview: Laura Lang
Here is the second in our interview series…
We’re interviewing freelancers and consultants, looking for tips about how to outsource the kind of work they do more effectively.
Today’s interview is with Laura Lang, a PR expert.
Since we had technical difficulties with the audio recording software, this one is in print too…
Interview with Laura Lang
JAS: Laura, thank you so much for agreeing to be interviewed. Let’s start by telling everyone what you do.
LL: I work in public relations and specialize in working with media outlets to place articles for our clients. Sometimes these will be bylined articles, or the client might be interviewed as part of a larger article, for example.
We work with traditional print outlets (newspapers, magazines and newsletters) and also web publications, TV, radio shows and podcasts. We try to match our client’s goals and message with the message these various outlets need to provide to their readers, viewers or listeners. We want placements to be a win-win for the client and for the editor.
JAS: What are the biggest misconceptions clients have about the work you do?
LL: A client might think the best placement for an article about their product or service is the biggest place we could possibly go, such as the Wall St Journal or NY Times. While those are top-notch publications and we do work with them, they are not necessarily right for all clients.
If your goal is building business through article placement, we will work with you to define your audience (who is your customer?). We then find out where your audience gets news about the type of product or service you offer. If they read specific trade magazines or local business journals, for instance, we would suggest those as the first places we would approach. We normally call the editor to talk directly about upcoming needs and see if there’s a good match. Many publications have editorial calendars and guidelines online or they’ll email them to us. These materials help us match our story to what’s being planned by the outlet.
It’s important for clients to understand that editors will not print whatever we send them. We have to be sure the message is right for the outlet’s audience and make sure it fits with the publication’s editorial focus and tone. Sometimes we’ll pitch for particular issues, segments, feature sections or columns. It’s a balancing act of finding the right fit for each article.
One other thing, some publications prefer to assign articles to their own reporters or regular freelancers. In that case, our client needs to be prepared to be interviewed and send any supplemental information. Of course, there’s no guarantee the published article or broadcast will include the client or say exactly what we’d like, but that’s the risk you take in approaching some or the larger outlets. The Wall Street Journal, for example, would operate like that. We
would pitch the article idea, prepare our client for the interview, send any follow up info and then just wait to see the final product.
JAS: What is the best piece of advice you could give to a client who was thinking about undertaking this kind of project?
LL: We can’t work in a vacuum. We need you to tell us about:
(1) your goals and why you think an article is the right way to convey your message
(2) your prospects, specifically what they read and listen to
(3) your article ideas (angles) and how those topics would benefit your prospects
With that information, we can develop a media plan that will make the most of your time and money.
JAS: Thank you very much, Laura! This is very helpful information. If anyone is looking for a PR pro, Laura would be an excellent person for you to work with. She has achieved some truly impressive results for our JMR clients, including placements in WSJ.com, CNN.com and WashingtonPost.com. Here is her contact information:
Laura Lang
Website: http://www.KeatingLang.com
Email: Lang@KeatingLang.com
Phone: +1 703.272.3581
Want to be interviewed?
If you’re an expert in a particular area, and you’d like to be interviewed, email me at jschramm@proresource.com.
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