Valley PR Blog

From GMAZ to PR

By Charlotte Shaff on October 28th, 2008 In People

Many of us are familiar with the booking producers for local TV morning shows because the AM slot is a highly sought placement for many clients. How many times have you heard someone say “Can we do something with Brad Perry?” What could you learn from them that will make getting your clients on TV easier? Well, I decided to ask two familiar TV producers who are now working in PR. Kim Rockley and Rachel Harris own PTPR Consulting. Learn what they have to say about getting clients on Oprah, The View and what its like now that they’ve gone to the “dark side“.

What did you do before PTPR?

Kim: Before the inception of PrimeTime Public Relations (PTPR) & Consulting I was a producer for Good Morning Arizona (KTVK- TV 3) for eight years.
Rachel: Before I joined PTPR to help Kim with media training, I was a producer for KTVK’s Your Life A to Z and prior to that a segment producer for Good Morning! Arizona.

We met 10 years ago when we were both hired as producers for Phoenix’s crazy and popular morning show, Good Morning! Arizona. We became fast friends and always knew we would work together after our day-to-day producing careers shifted into a different gear. We offer clients the balance they need, with two unique perspectives on our view of the media world as we see it. With a unique combination of on-air and behind-the-scenes expertise, we offer a mix we see as a great fit for any potential client. We both still freelance produce locally, so we are on the fringe of what’s happening in local media. As the landscape changes, we are still in the media game and can bring our clients the most up-to-date information on media trends, demo changes and industry happenings.

What does PTPR offer clients?

We are a full service shop that offers public relations, media training, broadcast consulting, promotion and event marketing and crisis management. PTPR’s main goal is to arm clients with the knowledge and fortitude to introduce their brand to the masses through the power of publicity. We aim to give them the confidence to venture into the intimidating world of modern media and create great success. Armed with the right tools, anyone can create and execute a powerful PR plan and hit the media to promote it!

Our media training workshops offer up-to-the-minute information for a client to develop the cutting edge presentation style needed to compete in top-market media. We coach clients on the “how to’s”……prepare for TV, develop their core message, craft a great sound bite, grab the audience, and create that much-needed buzz for their business. Crafting an image for media and getting it “out there” is the main goal for our clients. Whether it’s starting with a blank canvas or filling in the missing pieces of their publicity puzzle, we can help bring it to the people!

Who are some of your clients?

We handle public relations and all of the local and regional media training for Sprouts Farmers Market. We also handle PR & consulting for Triaxiom Fitness and several local businesses in Phoenix. As producers we did daily media training with guests and worked with everyone from folks in city government to high profile actors and spokespeople. Rachel was the media spokesperson and main media coach for Southwest Airlines before her tenure at KTVK.

What is your biggest success so far in PR?

We have had several national placements that were very exciting……The Oprah Winfrey Show, The View & ABC’s 20/20. We always encourage clients to “keep it local” as much as possible, but the occasional national placement is always great for business. Although not the main goal, nation-wide exposure is a strong platform to promote your brand and take your business to the next level. Watching a client succeed with a little help from you is always very gratifying. A satisfied client is always the goal at the end of the day.

What mistake did you learn the most from?

Not really a mistake just learning-as-you-go…..strike a balance that is good for both you and the client. We have learned to set boundaries that serve the client’s need best. For example, if a client is insisting on pitching something we know is not a good fit/good time for a particular outlet, we have to convince them it’s not the right fit and why.

We had a client insisting on a product launch in Texas in the days following Hurricane Ike. He was sure the timing was right for his industry (high sales time), and couldn’t understand why we were fighting him on it. Reluctantly, he waited a few weeks for things to die down and actually received a sales boost as they started the rebuilding process and we were able to weave it into the local media landscape. If you only have one shot at a roll-out, you have to take into account the timing…..and a national news story dominating air time is a sure way to get lost in the shuffle.

Do you feel like you are “on the other side” now that you are in PR and not in a TV Station?

Yes! Many of our media friends joke that we have “crossed to the other side,” but it’s all in good fun. Once producing is in your blood, it never leaves. Since we still produce, we are kind of on both sides……we’re fence dwellers!

Do all your pitches get picked up when you pitch Ch 3?

Well, it helps to have relationships in place…..but they tell us “no” just like anyone else. Although we still have many friends at 3TV, we still work just as hard cultivating relationships with producers and talent at the other stations. Working in this business for so long, you develop many relationships/contacts in all facets of media and as people move around you have seeds planted all over. You know what they say…..you know one producer, you know 10!

What advice do you have for other PR people hoping to get their clients more TV exposure?

A few very simple things…….
Never burn a bridge.
Don’t be a pest.
Be relevant.

We all run into those media professionals that are difficult to deal with……my best advice: bite your tongue. Landing that placement is a tough job, but after you do it a few times and build that relationship you have a great opportunity to make yourself into that “go-to” person. These are the people media-types love. Most producers/assignment editors have a short list of PR professionals that they can call on a moments notice and they will drop everything and deliver……on the other hand, they also have a list of the ones that have really dropped the ball and cannot be trusted to deliver as promised. Make yourself the “go-to!”

Resist the temptation to tell a producer how the segment should go (even when they’re wrong, they call the shots).

Go with your gut. If a segment is taking a tone you don’t like, voice your opinion in a respectful way…..if it doesn’t change and you need to bow out, do it the right way. Remember, your client is your number one priority.

There is nothing wrong with the follow-up call or email, but a follow-up is not 5-6 calls in a week. If you make yourself out to be that person, it will follow you. Don’t get annoyed, they are juggling and need your help, not another headache.

Have a “help me, help you” attitude. We all know TV people need PR pros, but we need to resist the temptation to remind them.

It can’t be said enough: know your pitch and your audience. Watch the show, read the paper or magazine, scroll through the blog……it will pay dividends in your results.

TRAIN your clients for media. Whether you do it yourself or hire out, it is imperative. They may only have one shot and if they are not prepared, the opportunity may not present itself again. A client that performs well not only makes you look good, but it makes landing placements with that client much easier in the future. You have both proven you are up to the task, and that’s the hardest mountain to climb.

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