7 Habits of Highly Effective PR Magnets

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PR Magnets. They’re the people who always seem to be successful in getting major media coverage for their clients. While some bitter PR pros like to call PR magnets “lucky”, the truth is it’s no coincidence that these guys (and gals) are able to get good coverage time and time again.

sevenThe good news is you’re about to find out exactly what you can do to become a PR magnet. Start by taking a look at these 7 habits of highly effective PR experts.

1. They use the leaky faucet approach to PR – PR magnets know that by dropping a series of newsworthy press releases over a steady period of time, you will find that the media will eventually cover your company. Take note of the word “newsworthy.” Make sure your press releases will actually be considered newsworthy by someone outside of your company, particularly journalists and editors. The leaky faucet approach is the same tactic many PR firms use, but you can adopt it at a fraction of the cost.

2. They find creative angles for stories – Journalists and editors receive dozens of press releases every single day. Most of these press releases are politely filed away in the nearest garbage can. Why? Because they’re the same old, boring story that’s been told thousands of times before. PR magnets know how to find creative angles for stories so that they instantly stand out from the pack. More importantly, PR magnets know how to write killer headlines that hook journalists and instantly grab their full attention.

3. They’re well organized – The leaky faucet approach to PR (see #1 on this list) requires a lot of content development and following up with the media. To handle all of this, the PR magnet must be well organized so he can attack the project in the most efficient manner possible. If you lack organizational skills, either hire someone to help you or find good organizational and productivity tools online that you can use.

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4. They can multitask and think on their feet – PR campaigns are multi-faceted, and many things go into generating publicity for a company. PR magnets are excellent multitaskers, as they have the ability to juggle phone calls, write and distribute press releases, answer emails, and handle other PR tasks all at once.

5. They know the media inside and out – PR magnets understand who the major media players are, what type of stories their target audience likes, and where the conversations are happening. You should be reading newspapers, magazines, and blogs, staying active in social media, and watching TV (news, talk shows, etc.) so that you can get to know the media inside and out.

6. They’re persistent, but know when to take “no” for an answer – Being a PR person is kind of like going to a speed dating event every single day. You’re constantly trying to woo the next girl (media outlet), and you’re probably getting rejected more times than not (being told your story won’t get picked up). Being successful requires persistence, but it also means understanding when “no” really does mean “no”. Pushing the issue after getting a firm “no” can cause you to irreparably damage an important relationship.

7. They set goals and measure results – An effective PR campaign requires clearly defining your goals, creating a sound strategy for reaching these goals, and measuring your success at doing so. Check out these PR measurement tips, and put them to use.

Do you consider yourself a PR magnet? What are your most important habits? Share your tips in the replies.

This article is written by Mickie Kennedy, founder of eReleases (https://www.ereleases.com), the online leader in affordable press release distribution. To subscribe to PR Fuel, visit: https://www.ereleases.com/prfuel/subscribe/.

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Great article, FYI, though, did you mean “magnate”


Jean. No, I was going with attraction here. People who attract PR. Magnate seems to have more of the wealth/financial connotation.


Not sure I agree with dropping a series of “press releases” exactly, as certain types of clients (e.g. thought leaders whose “product” is their opinion) don’t typically issue releases. However, the idea of newsworthy persistance IS one I agree with.


Enjoyed this article. It was compact but full of important lessons. The one word or concept that I think might need a bit more emphasis is PLAN. You talked about the importance of goals and measurement and that implies a plan but I think many of us need to be reminded the best work is done with a plan. Thanks for your list.



Having to often pitch stories about multiple clients to Los Angeles television stations, with some degree of success, I totally agree with this. It’s close to what I am doing. I have one media list that I send everything to, these days especially I’m like a news feed for them. TV stations, and certain other media, are targeted to get the biggest stories only. Palm Springs TV gets most anything with visuals for their area only.


I like this article and it really showcases that they most successful media magnets are strategic in their thought process and delivering on their execution. None of this “hey I need a press release” mentality — each press release feeds into the bigger picture supporting the mission and vision of the company.


Great article. All seven facts are true – especially the point “Most of these press releases are politely filed away in the nearest garbage can.” We recently had a media consultation workshop with over forty journalist ans scientist and one news editor clearly pointed out that a press release is secretly referred to as “Press Delete” in news circles.

Relationship is another ingredient. Cultivating a relationship of mutual trust and respect for their work. This takes time and patience. But it pays off. Meet individual journalists, get to know them and their style, as well as their interest outside the normal work circles when they are not bogged down with deadlines. Be interested in them first as people the as reporter and soon they will be calling you to asks you for stories. Let them get to know you and why your story is important. They will soon be calling you for stories and may even advise you on better story angles.

Unfortunately, most people treat journalists like a vending machines – pumping them up with press releases and expecting a story.


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