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Soft selling is a better approach than hard selling, PR expert says

出自香港新聞網 - 樹仁新傳系學生實習習作

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Reporter: Cindy Chui

“The working pace of Public Relations is fast, changing, and full of challenges so I like to work in it.” Being a PR specialist for years, Esme Lau is mainly in charge of crisis management now. With many years of experience working in the industry, she thinks that media pitching is one of the challenges to be achieved by PR. She recommends soft selling instead of hard selling.

Lau mentioned, “It is getting more and more difficult to take up the free space in the media nowadays as they are changing. The space in media is limited.” Lau recommended PR to do soft selling rather than hard selling the idea to the media. She pinpointed that soft news can be memorized by the others better, so public relations specialists may target the gossip columns.

Lau mentioned another challenge of public relations practitioner, which is to carry out the messaging function. The message designing may help in media pitching. “I certainly rely on the younger teenagers as they are close to their social circle,” Lau said.

“There’s no fixed formula for PR,” she says, “It’s about planning, not promoting.” She enjoys the pattern of busy life, facing challenges, and following the trend. ((parallelism))
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