Posts Tagged ‘tip sheets’

Media Relations 2.0: What Journalists Really Want from PR

Monday, June 28th, 2010

Last week, I attended a webinar by Sally Falkow, APR, and Rebecca Lieb, on how Internet technology and social networking affects news media and as a result, the public relations and media relations practitioner.

For those of you who attended last year’s PRSA International conference and heard Arianna Huffington open the keynote address with, “The Newspress release is dead…” or those who read Tom Forenski’s rant a few years ago, “Die! Press Release! Die! Die! Die!,” may be surprised to learn the press release, like traditional media, is NOT dead.  Falkow told us the news has changed, but journalists still want information.  The way that journalists work is evolving so we need to provide this information in different ways.

Lieb quoted some statistics on how journalists work today:

  • 91 percent of journalists search Google to do their job (“expert” is a common search term)
  • 89 percent use blogs
  • 64 percent are using social networks

In addition, Lieb went on to say that over 75 percent of reporters view blogs as helpful in providing story ideas, story angles and insight into the tone of an issue. And, almost half of reporters say they are “lurkers” on social networking sites.

So, what do journalists really want and need from PR?  

  • They want the news in easy-to-identify, digestible sections.
  • They are looking for images, quotes, video, backgrounders, fact sheets.
  • Tag the information so it’s easily found. 
  • Give them the full embed code for multimedia.
  • Put your news in a feed.
  • Make it available on social sites.
  • Aggregate your news/social content in one place.

She says, “Deconstruct the press release into special sections and tag the information. By using news tags, a newspaper or news site could pull together larger numbers of news stories and the PR industry would be helping news publishers to gather the facts and present them in a near-publishable format.”

Bottom line: if you aren’t telling your story, then someone’s telling it for you. If the media can’t find the information they need from you, they will find it elsewhere – and you may not like what they find!  

The media in general is expected to provide more than just a print story, or just a video clip – it’s also on the web. What is your organization doing to feed the media’s hunger for content? 

Want more tips and best practices for working with the media and giving journalists what they want and need? Visit the BurrellesLuce Resource Center which provides FREE white papers, tip sheets, and more. And be sure to sign-up for this month’s newsletter, “When Press Releases Go Bad” or view an archive of last month’s newsletter, “Staying Ahead of the Media Relations Curve.

Your PR Business Is My Business

Wednesday, April 14th, 2010

by Emily Mouyeos*

Recently, I went to a Meet the Media event sponsored by the Publicity Club of New York and ran into one of my clients. They seemed surprised that I would be at the same event. When asked why I was there I answered simply, “Your business is my business.” I have no doubt that professional businessmen and women understand that it is important to know your client or customer’s business inside and out. However, to what extent will you go to be the expert – to make their business your business? I have listed below key points that have helped me hone my expertise in a way that not only impresses clients, but helps them succeed as well. That is why they are paying the big bucks, no?

1. Know before the pros
In the world of communications, we all want to know first. In the “dark ages” before the Internet and social media (I’m being semi-serious) there was some leeway as to how long it took us to find information. These days, once a newYour PR Business Is My Business product hits the market, there’s almost no excuse for not knowing about it or staying on top of that coverage – especially as it relates to your client. You know you are in a good place when stumped people say, “I don’t know but I know who does,” and then your phone rings! Knowledge is power and money!

The only possible reason I can give for not being in the know is that we are inundated with so much information that we can’t keep up. But then again, we are communications specialists and should know how to be a gatekeeper even for our own information. If you are experiencing information overload and need a refresher on how to cope both Mind Tools and Spot This Now offer some great tips.

2. Be an educator
Don’t assume that your clients know every trick of the trade. We all end up in our positions through different avenues so there may be something you know that your client will find helpful. If you have spent your time studying new trends or tools then you will be well prepared to keep your clients ahead of the game. I am proud to work for a company who strives to not only fully understand the needs and challenges of the profession we serve, but is also an educator in the field. The BurrellesLuce Resource Center helps PR and marketing professionals stay ahead of the media relations curve by providing free white papers, tips sheets, on-demand webinar, and more. A one-time registration gives you access to the full library of free tools.

3. Have Fun
One of my closest PR pals told me that the best thing about the job is becoming an expert on every aspect of the client’s business. Depending on the day or the client, one could be learning about the most prominent sea life in a particular country or learning athletic training routines for an emerging sports brand. And remember, learning is fun!The business may not always be that exciting, but, nonetheless, it’ll impress your client if you are able to learn new things and share these insights.

Besides reading traditional media and attending conferences, how do you become an expert? How do you stay an expert in your client’s business? Can you share an experience you’ve had where your expertise has helped you retain an existing client or helped gain a new one?


*Bio: Emily Mouyeos joined the BurrellesLuce account management team with a background in nonprofit communication and development. Her background and current experience with BurrellesLuce allows her to effectively address client needs and consolidate feedback for senior management. To Emily, nothing feels better than helping others achieve their goal, whether it’s professionally or personally.  By focusing on client management through the Fresh Ideas blog, she hopes to evaluate new client management trends, as well as provide insight to the pros and cons of current practices. She looks forward to connecting with the readers of Fresh Ideas for new perspectives and dialogue on issues that affect overall success. LinkedIn: Emily Mouyeos Twitter: @BurrellesLuce Facebook: BurrellesLuce