PR professionals are so often the victim of the vicious label “spin doctor.” The common thought is PR pros make people believe in your products or services, no matter how unimportant they may be in the lives of others.
If you are good at PR, there is no need for spin or even a pitch. All you have to do is tell the truth. Give out the information you have and answer questions directly and concisely. Really. No used car salesman tactics needed. No neuro-marketing research required. If the products or services are important to the audience, they will bite. The days of the hard sell and mass press releases are over.
With the rise of social media, and public relations merging and meshing into the technological world, being transparent and concise is absolutely critical. Take full advantage of the uber-niches that social media provides. Don’t pitch these people and talk at them. Engage and talk with them. According to the Bad Pitch Blog, participation is key.