Posts Tagged ‘Media Relations’


Pitching the Media – The 2014 Edition

Thursday, October 16th, 2014
Pitching the Media BurrellesLuce Public Relations PR Software Media Monitoring news clipping

L to R: Hammerand, Drew, Putz, Lebens. Schwartz, Ojeda-Zapata and moderator Rachanda Hall. Photo by Debbie Friez

by Debbie Friez*

Your pitch needs to be a great relevant headline in the subject of your email. (“Yes, I know,” I think as I listen to yet another media panel. But, do I always follow this advice?) So, I continue to listen to the panel of six journalists for this combined Minnesota PRSA, NIRI Twin Cities and Business Wire event. The 2014 edition of this annual event turned out to be one of the best media panels I’ve attended.

Let’s get it out there. Do I call, email, tweet, Facebook, Google Plus message or text a journalist? They all agreed, email is the best option. Duchesne Drew, managing editor for operations, Star Tribune, reminded the audience you can usually find reporter’s emails on the publication’s website, and getting to the right reporter will make all the difference.

The follow-up call to see if they received the press release, on the other hand, is usually annoying. (And all PR folks hate that call!) But, several panelists agreed, they are extremely busy with very full email boxes, so reaching out via different means (even a phone call) is not a bad idea if you don’t get a response in a few days. Andy Putz, executive editor at MinnPost, says you can call him, but avoid calling him in the morning. Julio Ojeda-Zapata, a technology writer for the St. Paul Pioneer Press, is actually quite active on Google Plus, and, if you follow him on Twitter, he’ll follow you back, so you can direct message, if needed. Other panelists said it is OK to find them on social media and text (yes, text!) them if you have a relationship and their cell phone number.

As young PR novices, we learned we should take reporters out for an informational coffee to develop a relationship for future stories. It seems the practice is still worthwhile for most reporters working a beat. Jim Hammerand, digital editor at the Minneapolis/St. Paul Business Journal, says his day is very busy, so he finds breakfasts or happy hours work better for him.

Embargoed releases are fine, if the reporter has agreed to it ahead of time. (Wow! I’m thinking about all the times I’ve seen these go out blindly!) But Ojeda-Zapata says he doesn’t have a problem with embargoes.

The sportscaster of the group, Dave Scwartz, KARE-TV, doesn’t usually use bloggers for sources. In the sports world, he finds most are just big fans. He also assured us that sports guys do wear pants. (I’m not sure we found that information relevant?)

The actual hard deadline is less relevant in the 24/7 newsroom, although some still exist. Hammerand commented on the need to fill the Business Journal’s 3 p.m. daily email and the paper edition needs information one to one-and-a-half weeks in advance. Nancy Lebens, editor for Minnesota Public Radio News, has about 30 newscasts to fill, so she is always looking for stories at all times of the day.

Reminders from the panel for your own organization’s website media room:

  • Include complete contact information (not the generic media@domain.com) on their organization’s website.
  • If you don’t want your mobile number on your website, be sure to have it in your voice-mail.
  • Remember to post press releases as you send them out, so they can confirm information.
  • If your company has a product, post easy-to-find and downloadable images and background information.
  • Don’t make your media room password protected, where the reporter is required to sign-in. They may not do it.

Even in this digital age, reporters and PR folks still need each other, and we can continue to learn from each other. Happy pitching!

*****

Debbie Friez serves as tech editor for the Capitol Communicator and is also a consultant. Previously, she worked as Vice President, Major Accounts for BurrellesLuce. She originally joined BurrellesLuce at their Minnesota Clipping Service affiliate.

Friez was a senior account director for West Glen Communications, a broadcast PR services company. While at West Glen Communications, she was a frequent contributor to the DC Communicator newsletter.

She has a broad understanding of the technologies that are transforming the marketing and communications profession. She serves on the advisory board for the Capitol Communicator, the membership committee for the Minnesota chapter of the Public Relations Society of America, the national marketing committee for the Association of Women in Communications, and is a member and past president of Washington Women in Public Relations (WWPR).

 

 

Your Media Interview Worksheet

Monday, August 25th, 2014

Media Interview Worksheet Media Relations Interview tips Public Relations PR software BurrellesLuce Press ClippingsIf you’re a media relations pro giving media interviews or the public relations pro arranging such interviews and prepping clients, you know that preparation is a huge factor in making a media interview a successful one.

There are a slew of factors to consider in the preparation process, including defining aligned key messages and prepping for easy and hard questions, as well as staying on top of headlines, being confident, looking polished, and being adept at bridging so you can maintain your composure and control of the interview.

We cover all this territory and more in our most recent newsletter, Media Interviews: The Before, During, and After, but we know that what media relations pros need is an easy-to-use resource that reflects the basic media preparation needs. If there are ways these can be enhanced and you want to share with your colleagues, please share your thoughts and suggestions in the comments below. We’re open to creating different versions of this worksheets for different mediums and making them available in our resource center.

You can download the worksheet from our resource center.

Mia Moo Fund: A Media Relations Dynasty

Monday, July 28th, 2014
MIa Moo Fund Media Dynasty Johna Burke Duck Dynasty BurrellesLuce Media Relations PR

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.

MIa Moo Fund Media Dynasty Johna Burke Duck Dynasty BurrellesLuce Media Relations PR Trent Franks

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.

The State of the Top 25 U.S. Daily Newspapers – Infographic

Wednesday, July 2nd, 2014

The media at large can’t really decide whether print is dead or not, but a look at the change in newspaper circulation statistics for the top 25 newspaper outlets – and the savvy businessmen snapping those outlets up – provides a pretty definitive answer:

No, print isn’t dead.

MediaInfo_2014

Click here to download this infographic.

Using data from our 2014 Top Media Outlet list and its 2009 counterpart, we examined the circulation numbers for the nation’s top 25 newspapers. In light of how much talk about newspapers is of the doomsday variety, the numbers were somewhat reassuring: on average, circulation numbers among the top 25 newspaper outlets increased by an average 25 percent. Take a look at the below table for the actual newspaper circulation statistics:

The State of the Top 25 U.S. Daily Newspapers - Infographic BurrellesLuce Fresh Ideas newspaper readership statistics newspaper circulation statistics public relations PR

The statistics for newspaper circulations show that some papers performed better than others; the paper with the biggest growth in the previous five years was the LA Daily News, with a 201 percent circulation increase. Not far behind was the San Jose Mercury News, with a 144 percent increase in circulation. The Honolulu Star-Advertiser and The New York Times also saw large gains of 99 percent and 90 percent respectively.

The Arizona Republic had the biggest decrease in circulation, with a 41 percent drop. The Washington Post saw a circulation drop of 31 percent, and the New York Daily News experienced a drop of 26 percent. 11 of the 25 publications (44 percent) experienced a drop in circulation, so clearly the newspaper industry still faces a myriad of challenges, however the gains the other papers made is indicative that the modern newspaper industry has stabilized significantly since the Great Recession.

Some of this stability and growth likely has to do with the fact that these papers have strong elements of editorial review and investigative journalism. Newspaper readership statistics show that local, high-quality journalism has been able to maintain a foothold – 54 percent of readers in 150 large markets read their local news only in print.

And if business tycoons like Warren Buffett, Jeff Bezos, John Henry, and HF Lenfest are any indication, print still holds value. Their newspaper acquisitions in recent years show that newspapers may be not just a monetary investment, but an investment in influence and the 21st century incarnation of print and digital news.

Click here to download this infographic.

How the World Cup is like Media Relations

Monday, June 30th, 2014
How the World Cup is like Media Relations Johna Burke BurrellesLuce Fresh Ideas Public Relations PR Media Relations FIFA World Cup

flickr user warrenskl under CC BY license

Did you have to Google an explanation of how the US Soccer team lost last week and still advanced to the next round of the World Cup? I did. While I was delighted with the result – the home team advancing – it wasn’t initially clear how they had pulled off such a coup. Once I better understood the brackets, that all ”wins” are not created equal, all “goals” weigh very important and that someone else losing helps, it made sense. It’s actually quite similar to the media relations ecosystem and enforces the importance of having qualitative and quantitative elements to any analysis program.

Brackets: Each day there’s a lot of competition for quality editorial real estate. Depending on your industry or vertical market and what’s happening that day, there’s a built in demand for certain types of coverage and dominant ”players” will get a lot of attention. I’m sure we all feel like we are in our own ”Group of Death.”

Win: While you may get some coverage, a true ”win” is subjective. For many organizations certain qualitative elements – i.e. positive tone, appears in a key outlet, features key messages and builds your organization’s reputation – is required for a true win.

Goal: When building your brand, every story is a brick in the foundation. Not only for the obvious SEO, but also for learning and developing messages that support overarching business objectives.

Someone has to lose: No matter how amazing your story, event or issue, a breaking issue will take precedent. When everything goes perfectly and all of your interviews lined up go through without a hitch, it’s a good day, but some days you’re Portugal.

Almost any aspect of business can be placed into these same elements. The real takeaway is to always do your best and play to win. Even in the toughest groups those teams who are conditioned and wholly prepared for the elements along with the slings and arrows of circumstance will prevail. Always keep your eye on the goal and with your best players at peak performance you’ll increase your chances to score.

If you don’t make the goal initially, you’ll ideally develop your strength where needed or identify the weakness that gives you an advantage and succeed the next time. Manage expectations and have contingency plans. One real dire risk of only using quantitative metrics in media analysis is on any given day you could be Portugal (look equal to a former campaign or program) but the overall score does not reflect comparative ”results.”

Disclosure: I write this as a former coach. I coached the Sharks (my brother’s soccer team for five-year-olds) to a winning (6-2) season, so I know a thing or two about the game and what it takes to win. :)