The Case for Creating a PR Wolfpack

In the hunt for media coverage, many PR professionals prowl as lone wolves.

They pitch stories, send releases and build relationships with journalists on their own, with the goal of getting positive coverage for their organization.

When they succeed, they can feast alone — devouring the spoils of a feature story or a placement that shines the spotlight on their organization and work.

But there’s also a downside to hunting as a lone wolf: you’re more likely to experience long stretches without a meaningful placement.

That’s why you may consider forming a PR wolfpack — a group of allies who pursue placements together.

You can create a wolfpack yourself by coordinating with organizations that are already partnering with you in other endeavors.

You can also join an existing wolfpack through an established collective, or by working with a PR agency that specializes in working with organizations like yours.

At Turn Two, we organize and lead a number of PR wolfpacks.

Through our work with coalitions like the Community Foundation Awareness Initiative and the Community Foundation Opportunity Network, we represent dozens of like-minded organizations and have the advantage of being able to collect data, identify trend stories and develop thought leadership pieces that include multiple perspectives and authors.

We also serve as a single point of contact for reporters who know they can reach out to us and tap our client network of expertise for their stories.

This approach creates advantages for every organization involved.

It provides opportunities to see stories and angles for these organizations that might not exist if they were working alone. And, it increases the odds that a journalist will reach out directly for sources since reporters know that they can tap into a trusted network of experts.

Each member of the coalition can still pursue coverage on their own, issue their own releases and build their own media relationships.

But by joining a pack with their peers, they are exposed to new media opportunities they wouldn’t find otherwise.

And, let’s face it, it’s often more satisfying to dine together than it is to eat alone.