Are you passionate in your pursuit to spread the word about your company or cause?
Before I bring aboard a new associate, he or she must review and buy into the Inside Edge Mission & Commission. After the Inside Edge PR Mission, the first words of the commission are “get passionate.”
Of course, in order to achieve an authentic and sustainable level of passion, you must learn enough about something or someone. This takes time and effort, but it’s well worth the investment.
Pitching a story you don’t really believe in is a drag–and that indifference come through. Believe in the value that your client brings to the world, and believe that you have something of value to share with the media when you speak on your client’s behalf.
If you don’t care, then why should anyone else?