Archive for ‘Media Contacts’:


The More Things Change, The More They Stay the Same

Monday, February 8th, 2010
Flickr Image: David Reece

Flickr Image: David Reece

Now that 2010 is well underway, I thought it would be interesting to go back and read some articles and posts from the past couple years to decipher what’s changed in the realm of media relations. 

I was a little surprised to find that not much has really changed!  (Not entirely surprised as this was what I suspected.)

Your target media now may not be just traditional media but also bloggers, ezine/webzine editors, streaming webcast producers, and freelance writers. However, the qualities or traits that define good media relations have remained essentially the same: Before preparing your press release, do your homework and familiarize yourself with the chosen topics as well as recent writings of your target journalists and bloggers. Then do some additional checking to ensure that your intended audience is also the audience for the media you’re about to pitch. (BurrellesLuce 2009 whitepaper “New Rules for Media Relations”)

In early 2009, Jeremy Porter conducted interviews with PR professionals in an effort to gauge what the biggest challenges were in dealing with the media. The results shared on his Journalistics blog could have been written today!  Some of the challenges included were:

  • Having accurate media contact information – keeping up with ongoing changes
  • Breaking through filters to reach the right contact, at the right time, with just the right information
  • Leveraging new media like Twitter in appropriate ways
  • Having better access to what journalists are writing about and what information they value most
  • Measuring the value of media outreach and placement – beyond impressions, release pickup and ad value
  • Developing more effective processes for media relations – moving away from one-size-fits-all pitching

With the exception of Twitter, this sounds like the same challenges we had 15 years ago when I was working at a St. Louis PR agency.

I’m not oblivious to the fact that public relations and the media are changing in some ways (that may be the topic for a future post), but in many ways it seems that the more things change, the more they stay the same.  Am I wrong? What similarities or changes have you seen occurring in the world of public relations and media these past few years?

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Posted in Media Contacts, Media Relations, Planning Media Outreach, Public Relations | 2 Comments »

Should You Send a Release?

Tuesday, December 1st, 2009
Flickr Image: josh.liba

Flickr Image: josh.liba

Contrary to some, the press release is far from dead and continues to be a useful tool for public relations practitioners.  In fact, a recent poll conducted by Ragan Communications and PollStream found nearly 50 percent of corporate communicators believe press releases are “as useful as ever.”  

By definition, a press release (aka news release) is an announcement sent to (targeted) news media for the purpose of letting the public know of company developments, events, or other newsworthy items.

My esteemed Twitter friend, Bill Prickett, APR, recently wrote some benefits of a well-planned, well-placed news release – an inexpensive way to get publicity, which includes:  building your brand/image/reputation/business, providing consumer information/education, lending credibility to your message, and driving traffic.

But the question at-hand is should you send a release?  Years ago, I attended a marketing and sales training workshop where the trainer taught us about the “so what” (or “who cares”) test. The same concept applies when determining whether your release is newsworthy enough to send.  For example, if you say the headline/topic aloud – “XYZ company opens new location,” you should then follow it up by thinking like the reporter or reader, and asking “so what?” or “who cares?”  It might mean that locals won’t have to drive so far or they will have more selection and shorter lines, etc.  In other words, if your release can’t pass the “so what” test and illustrate why the news has value, then don’t send it! 

I’m not saying that a press release is the only or best way to get your news out to the media – and, ultimately, your stakeholders. Journalistics recently reported that he believes blog posts and tweeting may be a better way of sharing news with your stakeholders.  According to MarketingCharts, Ragan.com’s Lindsey Miller noted that corporate communicators are increasingly using social media as a way to get around “canned” information, and to personalize, target, and reach reporters.

Every circumstance is unique and not all situations will warrant release to the media, but the press release is still an integral part of the PR toolkit.  Do you agree?  Why or why not?

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Posted in Media Contacts, Media Relations, Planning Media Outreach, Public Relations, Social Media, Twitter | 11 Comments »

Should PR Interns Pitch The Media?

Wednesday, October 21st, 2009
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Flickr Image: chemisti

Typically, I try to share tips on pitching the media including bloggers.  In this post, I’d like to discuss whether PR interns should engage in pitching the media.  My BurrellesLuce colleague, Valerie Simon, mentioned this as part of her post, “Summer PR Internships: Preparing for Your Future” several months ago, but I’d like to expand on that mention and get your feedback.

Earlier this year, I read a blog post by Joan Stewart (aka the Publicity Hound) where she gave four reasons why interns should never be allowed to pitch the media. (The post is in response to a Forbes.com “do-it-yourself PR tactics” article.) Seems to me, her reasons boil down to a single point – that is she believes interns do not sound professional.  Stewart likens a PR intern pitching the media to a med school student performing brain surgery. I am not sure I agree with such an extreme analogy, but I do see her point.

@Journalistics then posted a blog saying he does believe interns should get real-world experience, but likens their pitching to “having an assistant shop for your spouse.” He goes on to give some compelling arguments and even turns the tables, suggesting: “What if the local paper wanted to interview you for a story and sent the intern out to write it? How would that make you feel?”  In the end, Porter concedes that there are some instances where having a PR intern pitch the media is just fine.

Spurred by the Journalistics’ post, Becky Johns fired a rebuttal with her own, “7 Reasons To Let Your Intern Pitch Your Story.” She provided well-thought-out responses and sums it up with, “Of course, it is not always appropriate for interns to make pitches, and supervisors should use good judgment when it comes to making pitching opportunities available to interns. But just because someone has the label ‘intern’ does not mean that person cannot gather a proven track record and gain more responsibility and independence with projects over time.”  Very good point!

Weidert Group’s interns chimed-in with help from their PR manager and internship coordinator, Abby Gutowski. Her post states “Teaching young PR interns the art of a media pitch can be scary to hand-off, but it is the responsibility of PR managers to do it right.” She then provides some excellent tips on how to do so successfully.

In response to the same Forbes article mentioned earlier, an IT reporter responded: “I personally don’t care if it’s the senior person or an intern that is pitching me necessarily. What matters is that whoever is trying to get me to pay attention, has done their homework, and understands both who I am and write about, as well who their client really is talking to and about.”

The reporter response sounds about right to me.  Perhaps this should be a discussion question for #PRStudChat?  What do you think?

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Posted in Career Advice/Professional Development, Media Contacts, Media Relations, Public Relations | 20 Comments »

Do Your Homework: Blogger Pitching Basic Essentials – Part 2 of 2

Friday, October 2nd, 2009
When pitching a blogger, remember they most likely don’t have an editor and can write what they want at anytime!

Image: PurpleMattFish

My last post was “Do Your Homework: Media Pitching Basic Essentials – Part 1 of 2.”  In part two we’ll look at pitching bloggers who aren’t members of the media. After all, pitching bloggers is not necessarily the same as pitching a journalist who happens to blog too. The Bad Pitch Blog recently stated “At the risk of oversimplifying…the difference between journalists and bloggers is paid vs. passion.” Remember, a blogger most likely does not have an editor and can write what they want at any time!

 Here are my three basic essentials for blogger relations:

  • Research the blog/blogger. As with pitching journalists, the first step is research. This entails not just using a search engine or service to find the blogger, but it means reading what they’ve written – not just the last post. Shannon Nelson hit the nail-on-the-head when she wrote, “PR has to invest the time to peel back the layers and research who [the bloggers] are, what [the bloggers] talk about and who [the bloggers’] audience is before sending a pitch—or take the chance of their pitch hitting the spam folder (or worse, appearing as a slam on their blog).”  To expand on that thought Frank Krolicki wrote recently, “Most bloggers are immersed in their topic of interest almost all day, every day, and are much more open to dealing with someone who shares their passion than someone who’s simply looking to get quick publicity for a client,” which leads to my next point.
  • Develop a relationship. You can do this by starting a dialogue with the blogger.  Connect with them on Twitter, LinkedIn, Facebook or any other social media sites where they hang out. Contribute to the conversation by commenting on their blog or post.  Always be respectful, but not stuffy, and don’t be overly familiar too soon. (Kind of sounds like dating, huh?)  Consider asking permission of the blogger before adding them to a pitch list.
  • Have a plan/call to action. Allow me to reiterate the last point in the previous paragraph: Consider asking permission before adding a blogger to a pitch list.  Better yet, don’t add them to a pitch list at all. Rather make the pitch one-on-one as part of your natural conversation. When you get to the pitching stage in your relationship, be sure to articulate exactly what you are looking for – set a common level of expectations to avoid any misinterpretations.

 Finally, it wouldn’t hurt to review Todd Defren’s Blogger Relations Case Study; however, before you go, please tell the readers of BurrellesLuce Fresh Ideas what points you would add to the blogger pitching essentials list?

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Posted in Media Contacts, Media Relations, Planning Media Outreach, Public Relations, Social Media | 5 Comments »

Do Your Homework: Media Pitching Basic Essentials – Part 1 of 2

Monday, September 14th, 2009
image courtesy of weeklyreader.com

www.weeklyreader.com

My first blog post here (ever) was entitled, “Doing Your Homework, Key to Journalist and Blogger Outreach.” As part of that post, I made a few points on what “doing your homework” means.  If you missed it, here’s a recap:

…“What exactly does ‘do your homework’ mean? That simple phrase actually means a multitude of things: research the outlet, research the journalist, know your story (inside and out), if you’re pitching an expert – be sure that person is available, if you’re pitching a story – be sure it’s fresh, and finally, be more than just a “pitcher.” Build relationships and be there for the reporter when he/she needs something – not just when you need to get a client some ink.”

 

It has bothered me ever since that I didn’t go into more detail, so I want to circle back and elaborate on these three key points when pitching journalists. (My next post will address blogger outreach.)

 

1. Research the outlet/journalist – Research means not only using a media database service, like BurrellesLuce Media Contacts, to pull a list. It  means digging deeper – looking at past stories, reading the journalists’ or outlets’ blogs. In other words, virtually getting to know the person so that you are sure your news is a good fit.  I’m not saying that you can’t include general or features reporters as long as you tailor your pitch to their interests. The more familiar you are with a writer’s work, the better your chance of success.

2. Know your story – Of course, you say, “I know my story.” But do you, really? Are you capable of presenting it in 30 seconds? It’s not a bad idea to practice your pitch with colleagues or friends. And, ask yourself: why is this story newsworthy? Be able to explain the significance of the story, the unique angle, the connection to their readers, and its relevance. Have facts, statistics, photos, quotes, back-up stories, and experts where you need them. I’ve been told that an old writers’ rule is “show the story, don’t tell the story” – remember that when pitching. One final note – never, never, ever lie or make-up an answer. It’s always better to admit that you don’t know, as you can then find out and get back to the reporter ASAP rather than to risk yours (and your client’s) reputation.

3. Be available (but be patient) – Be prepared when you’re ready AND when the journalist is ready. It goes without saying these days that you should include your cell number, email address, Twitter handle or any other way the reporter can reach you instantly. Journalists are often working on tight deadlines and may need you on the spur of the moment. However, keep in mind that it’s just as likely that your pitch may “sit and stew” for days, weeks or months. Remember, you are not likely to get a promise of coverage so don’t alienate the reporter by being a pest.

 

What would you add to the basic media pitching essentials? Looking forward to the conversation.

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Posted in Media Contacts, Media Relations, Planning Media Outreach | 6 Comments »

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