Wednesday, December 17, 2014

Why media prefer working with PR pros

People often ask why the media prefer working with PR people rather than the public.

When they work with PR people work, editors and producers know they’ll only get relevant information. 

They won’t have to waste time with details they don’t need or want.

If the media don't like an idea, although a PR person may give a few more details hoping to change the media’s mind, a pro would never argue.

Since the media usually uses AP Style—the PR person will send releases in that format so it can be dropped into stories verbatim.

If the media make a mistake—which journalists often do because the pressure is so fast and furious—PR people understand; they’ve often come up through the ranks and know what it’s like. 

If the gist of a story is right, a PR pro usually won’t nitpick details.

If they care about having clients as a “source”, PR people probably won’t ask for a retraction or correction, but be grateful for the time the media spent telling the client’s story.

And, if they are good at what they do, the PR pro will make sure the client understands how lucky they are to have the “free advertising” that’s called “coverage”.   

For more information, visit Dell Richards Publicity at  

Wednesday, November 12, 2014

"Work is like family" not necessarily healthy

Being like a family often is held up as a model for the work place.

Respecting co-workers, giving them freedom to do their job, feeling camaraderie is a hallmark of a good place to work. 

More often the effects of family are seen in dysfunctional employees—people who thrive on criticizing others, who want control of everyone around them, who treat gossip as the lingua franca.  

If people start reacting to co-workers as they did family members, it can create difficult and psychologically unhealthy issues.  

Unresolved issues with parents often get played out with bosses and other people in power.

If a parent had been overly critical and controlling, an employee may not be able to take feedback.  

They may react by feeling overwhelmed, saying they are unqualified, asking to change jobs.

Because of the difficulties psychological issues pose in the workplace, they are rarely talked about.   

Maybe seeing the negative aspects of family that people bring to the workplace could be a good place to start. 

For more information, visit Dell Richards Publicity at

Wednesday, October 22, 2014

Planning an event for maximum PR

The later you contact a publicist when planning an event, the fewer media outlets you can get.

Local print magazines often need information at least three months in advance, sometimes more.

Even monthly or weekly tabloids usually have a two-month lead time.

If possible, plan the location or a connection to a location that is in a monthly or weekly newspaper circulation area.   

If you want local talk shows, you’ll need two months lead time for them, too.

A week or two before the event, only news media generally are available.

By then, the competition is fierce and all that’s left is a few feel-good feature slots.

For maximum PR on your event, contact a PR person to help at least four months in advance.

For more information, call us at (916) 455-4790 or go to Dell Richards Publicity at

Wednesday, September 17, 2014

Strut your stuff through pro bono work

If you do it right, pro bono work allows you to strut your stuff while branding your firm.

By having fun, we've been able to show our creativity through our freebies.

We've pitched fire troupes, ballroom dancers and Buddhist events.

We've sent the media releases on performance troupes wowing them with fire and dancers making a name nationally. 

We've sent out info on the four-ton Jade Buddha traveling the world and, most recently, the Sera Jey monks raising funds for the school in India by making a local sand mandala.

We not only received press for the events, but made a name for ourselves by having interesting projects.   

As a result, journalists usually ask what we’re up when we see them. 
And, we now represent a nationally known antiques appraiser, a concert pianist, an author and a nonprofit that develops affordable housing—as well as more “corporate” clients.

Doing pro bono not only creates good karma, but often pays off in more mundane ways, too.    

For more information, call Dell Richards Publicity at (916) 455-4790 or visit us at