Indianapolis

What is an independent PR Practitioner . . . really?

Rae Hostetler · May 9, 2018 ·

Some 15 years ago when I decided to venture into the world of independent work (it was called freelance then) people thought I was crazy. At that time, only a few of us in Indianapolis were working independently. There were large downtown PR agencies filled with my business associates/friends I’d made over the years. Then there were PR professionals in Indianapolis working for businesses, government, sporting teams and non-profits.

Today, the independents seem to outnumber the agencies. We’ve found each other. We partner and work on projects together. We use our creativity to tap each other’s skills and get great results. If that’s not enough benefit to the client consider this:

Customization: Every client is different. That means their marketing communications needs are unique. Finding the right professionals to execute what a client needs is often easier for a well-networked independent. We can find the resources and make things happen effectively, efficiently and within budget.

Expertise: Most independents have expertise in a wide range of public relations and marketing/communications. If we don’t do it, we know someone who knows how to do it well.

Budget: Most of us have low to no overhead. I often joke my office is my duffle bag that carries my MAC and my padfolio. Like most independents, a day in the office is a rare day. We’re out meeting with clients, prospects, networking and generally getting things done. We know no work means no pay—and that’s motivational for us while beneficial to clients since we deliver.

So here’s to my independent public relations professionals in Indianapolis and throughout Indiana. Let’s keep up the good work and our successes on behalf of our clients.

Public Relations isn’t just about talking to reporters…

Rae Hostetler · Apr 24, 2011 ·

I posted this blog several months ago. This week I heard several people working outside the field of public relations refer to the profession as a job that simply scores press for clients. If it were only so simple! I thought I’d pull this blog out… dust it off and hopefully change a few perceptions.

I’ve worked in the public relations business for more than 15 years providing local, regional and national services. Before that I was a journalist working in radio/television news. When I made the leap to pr, I came to learn that too many business professionals think the profession is only about working with reporters. They think the “P” stand for press. Truth is that’s just a small part of what we do.

The “P” in pr is for public, or audiences you need to talk to about your business, non-profit or brand. Like others in my business, we work enhance the reputation and image of a company’s brand through word and deed. How? We create a strategic plan that outlines business goals and then addresses audiences. This list is often long and should be inclusive. Reporters are just one audience on that list.

So who else is included in a public relations plan? Here’s one list recently created for client:

Employees
Sub contractors as preferred partners
Vendors
Clients
Past clients
Prospect clients
Reporters

A great public relations strategy creates a company story and communication tools that start from inside any company. That means employees should always be the first to know. They are, after all, first on this list. How many times do you hear people talking about how they read about what’s happening at their company from the Internet or newspaper—the press?

Does that create good-will among employees? Heck no!

The press should be the last to know… your publics come first… your employees, customers and anyone closest to your brand, business and revenue should always be first on your line of communication.

The more things change… the more they stay the same

Rae Hostetler · Feb 10, 2011 ·

Social media is changing the way we communicate. That’s a fact.

News releases are dead. That’s an opinion.

After reading pr and press pundits thoughts on this statement over the last year, I decided it was time to ask my reporter friends here in Indianapolis. I really want to know so I can give advice to clients that’s sound and based on what people working in newsrooms want. So in December I created a poll that I sent out to them. Among the questions , “When you read this statement, what do you think: News Releases Are Dead.” The answer option was opened ended. Here’s what they said.

I disagree with it.
It doesn’t mean anything to me.
Uh, no, they’re not.
News releases aren’t dead; they can be great tips.
Paper news releases are in essence dead. Nowadays reporters rely on social media such as Facebook, Twitter and other sites to get news tips on stories.

While the delivery mechanisms and communication systems have changed from mail to email over the last 15 years and more reporters want tips via social media, here’s the reality of the news release straight from the reporter: 100% of my 13 reporter friends still use news releases for story leads, tips, general news of the day. These professionals are still looking for the same things I looked for when I did my stint in a newsroom way back in the 1990s…. is it local, is there a trend, how does it impact my audience.

Bottom line, make the release relevant and follow up with more information that you know the reporters want… you’ll score ink whether it’s in newsprint or online!

Input on this topic is welcome.

YIKES! Talk about poor public relations timing

Rae Hostetler · Oct 1, 2010 ·

Earlier this week I heard a radio commercial for the Get Motivated Business Seminar. The commercial had a too-good-to-be-true offer–$1.95 per person OR send your entire office for $9.95. Motivational speakers include Zig Ziglar, General Colin Powell, Terry Bradshaw! Nice!

I was driving to a business meeting thinking what’s wrong with that offer? But I quickly dismissed it moving along to the course of everything happening that day.

The next morning, while sipping coffee and getting ready for the day, I pulled up the local news online. What popped up in the headlines was a story by one of my reporter friends Dana Hunsinger at The Indianapolis Star: Get Motivated! seminar has hidden cost: sales pitches. Interesting… so I clicked. The story said in between bits of wisdom the audience was pitched real estate and investment advice.

ICK! I worked in timeshare years ago as manager of RCI’s PR office. I know the sales stuff from timeshare and its bad wrap. Maybe you’re ok with being pitched, but my mind went immediately to the traditional timeshare sales guy. Then I thought… AH HA! I knew it. Too good to be true.

I can only imagine how much the organizer spent on marketing… radio ads, direct mail and more. Only to have a reporter do a little digging to figure out the trick. Bad timing because the same day I read the story, I got a direct mail piece. It’s a fancy dye cut, plastic and four color. I kept it. Not to buy a space at the event for me or my whole office. No, it’s going in my samples and examples file of what NOT to do when you’re promoting… meaning be honest about what you’re promoting and what your audience could/should expect.

It’s good karma! And we all know that comes back around.

Is your communication clear and consistent or confusing and time consuming?

Rae Hostetler · Aug 16, 2010 ·

It’s back to school time here in Indianapolis. Last week was maddening for many of us parents. As our family prepared for our son to move into the middle school preparation was difficult. Not in terms of prepping our son, but in terms of getting everything he needed together.

It went something like this.

Monday afternoon we finally got our “team” assignments for teachers. Only then could we get our long list of school supplies, which the kids were supposed to have by Wednesday orientation. That afternoon the kids got to roam the hallways, open lockers and more. That was two and half a hours plus coming home shopping at Staples.

At Wednesday’s orientation, with every fifth grade child and one parent packed in the school hallways, we were told what to do with the vast amount of supplies. The instructions provided that night featured building a binder. Now how the heck were we to do that with packed hallways and excited middle schoolers?It was loud, chaotic and confusing.

Many parents, including us, opted to come back another day.

On Friday, when we returned, we sat down in the middle of the hallway and prepared for Monday. Only then did we see that there were needed supplies not listed. Back to the store for more that was carried in a backpack this morning.

Point here… how often does this happen to your employees, customers and clients. Do you provide a clear line of communication the first time that allows people to get the job done once? Or do you have them come back several times to get something done? Our family spent hours last week preparing for school. If we’d know the first time what we needed to do, we could have gotten it done right the first time.

We know we’re not alone as a parent prepping for the school year. As a business owner and counselor to business owners, it’s a good lesson learned. Think through how you communicate your directions. Are you confusing people or professionally explaining what’s needed to streamline efforts in your business operations each day?

I hope it’s the latter.