Media Monitoring

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Fresh Ideas from BurrellesLuce. Although we’re at the forefront of PR - leading innovation in media monitoring and measurement - we don’t know it all. That’s why we are out there exploring and learning alongside you. Fresh Ideas from BurrellesLuce gathers our resident experts and industry insider guest bloggers to share their thoughts on media, public relations, and marketing and provide you with a place to share ideas about what matters most to you. Together we can ensure breakthrough communications.
Updated: 1 day 6 hours ago

Ethics, Leadership and Accuracy: Amy Robach on her 20 Years in Journalism

Oct 22, 2014

Keynote speaker Roback in a 2008 photo via Wikimedia Commons author Gradient drift

Television news journalist Amy Robach kicked off the PRSA 2014 International Conference as keynote speaker at the opening general session. Robach is known for her role as anchor on Good Morning America and has nearly 20 years of journalism experience. Since joining ABC, she has covered a number of high-profile stories from the Oscar Pistorius trial to the 2014 Winter Olympics in Sochi, Russia to the birth of Prince George and a live, televised mammogram that diagnosed her breast cancer. I had the pleasure of attending Amy’s keynote and here are some key takeaways for all PR/Journalism pros.

How do practitioners – especially women – set themselves apart as journalists?

By being the first one in and the last one to leave and having unbridled enthusiasm. Never be afraid to work that triple shift; you have to have the right mindset and mentality to do this job.

How do you set your emotions apart from your work?

As a journalist you experience some of the worst and best things that can happen to a country, a family or and individual.

Why do you think there are some few female leaders and how do you think that can be changed?

In so many corporate cultures it is still a men’s club and it’s hard sometimes for women to be taken seriously. We shouldn’t walk into our boss’s office and say “I’m sorry to disturb you” because we need something. We have to teach ourselves as women that we don’t need to apologize for everything.

Journalists are always asked to get the story fast; how do you handle that and make sure it is accurate?

Speed should never affect accuracy. You have to make sure you are responsible and ethical in the information you are providing.

Discuss a time when ethics came into play and how you handled it.

It was actually a time when I was reporting live from SkyFox helicopter here in Washington, D.C. and we were there to give breaking news for all the morning shows. There was a moment when we were flying over a river and we saw a dead body floating and there was a car parked on the bridge and the folks on the station wanted me to report on this story. And I had learned a long time ago that you never report on suicides or bomb scares. So I turned the camera off and put up the color bars so they couldn’t take the shot.

What advice can you offer for achieving a work-life balance?

It is a constant struggle keeping my family life as good as I want it to be while still doing the best at my job. I put the phone away as soon as I get home, but I do have to check it every thirty minutes or so. I make sure I am there to pick the kids up from school and help them with their homework because I am not there in the mornings. You can be a mom and you can be a working mom.

How do you balance the need for speed and accuracy? Do you find that getting ahead as a woman requires working harder and longer?

Categories: Media Monitoring

Mia Moo Fund: A Media Relations Dynasty

Jul 28, 2014

L to R: U.S. Rep Trent Franks, Mia Robertson, Reed Robertson, Missy Robertson, Jase Robertson. Photo by Johna Burke

A couple of weeks ago I attended the press conference and media event with U.S. Rep Trent Franks and Mia Roberts and her parents (part of the Duck Dynasty family) for the Mia Moo Fund. My niece, who also attended, was born with a cleft lip and palate, so the Robertsons’ admirable charity and the congressman’s invitation for Mia to speak was particularly meaningful. Amidst all of the Duck Dynasty fanfare I was most impressed by the master spokespeople, Mia’s parents, Missy and Jase Robertson.

The Scene: Your beloved daughter was born with a cleft palate and wants to help other kids with the condition, so you help her start a foundation. A congressman born with the same condition helps raise awareness of the condition’s struggles and provides leadership support to the many children affected. Your daughter writes a speech for the event and you take your family to Washington, D.C. The media interviews begin and you are asked about abstinence before marriage and your family patriarch’s controversial remarks. This IS media relations.

Rosie Fox (front), U.S. Rep Franks, and the Robertson family. Photo by Johna Burke

While it’s always imperative to prep answers to easy questions before a media interview, this event reminded me about the importance and potential perils in lack of preparation on the really tough questions. Mia, Missy and Jase all have strong conviction for their subject matter and their passion resonates in every syllable. That kind of conviction isn’t as easy for the average spokesperson, so in lieu of family conviction and faith, make sure your spokesperson is mindful of these quick tips:

Relevant news topics: If anything is trending in the news even tangentially related to your industry make sure to address the affects to your organization’s mission.

Key messages: All messaging related to the topic and also key messages as they relate to other potential topics that could arise during an interview. Always have strong sound bites.

Importance of rapport: Being relaxed is the goal, but looking relaxed is essential. Body language on camera can indicate when a spokesperson isn’t prepared. While you can’t avoid the tough questions your spokesperson’s ability to build rapport will translate into a more confidence which translates to their ability to control the interview.

A stand-out moment from the interviews was when Mia was asked “What is the coolest part of having a new lip or new palate for you?” Eleven year old Mia responded “I don’t know” and the reporter followed up with “So, no comment. But you’re much happier now.”

No, she didn’t say “no comment,” she answered a bad question honestly. Based on her initial interviews I have no doubt Mia will be bridging and saving reporters from their own bad questions in no time.

The Mia Moo Fund tagline is “Every kid deserves a smile,” and this event gave a proud aunt and PR person a lot of reasons to smile too. Thank you.

Categories: Media Monitoring

Mia Moo Fund: A Media Relations Dynasty

Jul 28, 2014

L to R: U.S. Rep Trent Franks, Mia Robertson, Reed Robertson, Missy Robertson, Jase Robertson. Photo by Johna Burke

A couple of weeks ago I attended the press conference and media event with U.S. Rep Trent Franks and Mia Robertson and her parents (part of the Duck Dynasty family) for the Mia Moo Fund. My niece, who also attended, was born with a cleft lip and palate, so the Robertsons’ admirable charity and the congressman’s invitation for Mia to speak was particularly meaningful. Amidst all of the Duck Dynasty fanfare I was most impressed by the master spokespeople, Mia’s parents, Missy and Jase Robertson.

The Scene: Your beloved daughter was born with a cleft palate and wants to help other kids with the condition, so you help her start a foundation. A congressman born with the same condition helps raise awareness of the condition’s struggles and provides leadership support to the many children affected. Your daughter writes a speech for the event and you take your family to Washington, D.C. The media interviews begin and you are asked about abstinence before marriage and your family patriarch’s controversial remarks. This IS media relations.

Rosie Fox (front), U.S. Rep Franks, and the Robertson family. Photo by Johna Burke

While it’s always imperative to prep answers to easy questions before a media interview, this event reminded me about the importance and potential perils in lack of preparation on the really tough questions. Mia, Missy and Jase all have strong conviction for their subject matter and their passion resonates in every syllable. That kind of conviction isn’t as easy for the average spokesperson, so in lieu of family conviction and faith, make sure your spokesperson is mindful of these quick tips:

Relevant news topics: If anything is trending in the news even tangentially related to your industry make sure to address the affects to your organization’s mission.

Key messages: All messaging related to the topic and also key messages as they relate to other potential topics that could arise during an interview. Always have strong sound bites.

Importance of rapport: Being relaxed is the goal, but looking relaxed is essential. Body language on camera can indicate when a spokesperson isn’t prepared. While you can’t avoid the tough questions your spokesperson’s ability to build rapport will translate into a more confidence which translates to their ability to control the interview.

A stand-out moment from the interviews was when Mia was asked “What is the coolest part of having a new lip or new palate for you?” Eleven year old Mia responded “I don’t know” and the reporter followed up with “So, no comment. But you’re much happier now.”

No, she didn’t say “no comment,” she answered a bad question honestly. Based on her initial interviews I have no doubt Mia will be bridging and saving reporters from their own bad questions in no time.

The Mia Moo Fund tagline is “Every kid deserves a smile,” and this event gave a proud aunt and PR person a lot of reasons to smile too. Thank you.

Categories: Media Monitoring

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