Often times starting with a new client, I will set up a "deep dive" session, so I can get up to speed on industry lingo, terminology and nuances in the messages and strategy that my team and I will be developing for the client.
While deep diving certainly has its role, it's important to keep the deep dive in perspective. I will never become as expert as the client. Nor will the account team or the writer(s) I work with.
That's why the client has a CTO.
My goal in deep diving is simple:
1. What do we want to say?
2. How do we want to say it?
3. Who do we want to broadcast our messages to?
Part 1 has to do with messages. Regardless of the medium, that never changes.
Part 2 has to do with in what form. As a rule, it's been traditional press releases, application stories, interviews, contributed stories, speaking gigs and more.
But that's changing.
Sure, we stick to the basics of traditional PR, but we're now more engaging and conversational and so is the client as a thought leader. More clients are starting to publish blogs under our direction. Ditto with simple and powerful videos that are published and going viral to specific markets on YouTube.
Part 3 has to do with journalists, analysts and of course bloggers. Depending on the industry and who has influence, your mileage may vary in terms of who you reach out to and how.
Yes, I still do traditional pitches, but I am also big on the principle of "being found."
If you produce content that is tagged right and authored well, you'll be found.
Time and time again, I get journalists who tell me that one of the reasons they covered a particular client, is because they were able to find the client in the context of a story they were writing.
Deep Diving is good.
But keep it in perspective.
The objective of deep diving is to get your PR/Social Media consultant up for air so he / she can start pitching and getting coverage for you; and not drown.