Posts Tagged ‘environment’

WWPR Media Round Table: Digital Media Experts Dish on Working with PR

Friday, November 16th, 2012

Understand who you are pitching and the beat or beats the cover. Like past panels, this year’s Washington Women in Public Relations (WWPR) Media Roundtable wanted to get across that message. The panel exchanged best practices and ways to gain better understanding of both positions from the perspective of those pitching and those being pitched.

The panel moderated by WWPR president Tina Beaty included: Amanda Terkel, senior political reporter and politics managing editor, The Huffington Post, Melissa Romero, staff writer for the Washingtonian, as well as health and wellness writer for the Washingtonian’s blog Well+Being, Molly Walker, editor, for trade publication FierceMarkets’ Enterprise IT group, writing regularly for FierceMobileGovernment, FierceGovernmentIT and FierceContentManagement, Amy Harder, energy and environment correspondent, National Journal.

Social media plays a large role in promoting stories, says Terkel. She says to think about how a headline will look in 140 characters. The panel was not in favor of social media pitches, though. They were open to sharing information via Twitter if a relationship has already been established. Romero commented on using Twitter direct message to share email addresses, when the PR person does not have her address.

Media Relations Tips from the WWPR Roundtable Panel

  • Email is still the best way to contact them, but don’t have an intern follow-up with a call 40 minutes later. A phone call may be appropriate if the pitch is time-sensitive.
  • Don’t be afraid to help them put the links together for a story and suggest other people to interview or places to gather more information.
  • Speed is important, so have a good subject line.
  • Do not let multiple members of the team pitch the same story to them. Only one pitch is needed.
  • If using a mail merge program to blast email press releases or pitches, check them first. It is annoying to see their name in all caps, spelled wrong or missing and inserted with an outlet name.
  • Exclusives are still important and will help you win the pitch.
  • Press conferences are useful for sharing thought leadership, Walker says. Terkel suggested outlining why she should attend in a pitch email.
  • Don’t shy away from pitching a small blog to get an exclusive review and then use that post for pitching a larger media outlet.

The panel turned to discussing the future of print media. All panelists agreed they do not want to see print go away, but added they all work on the digital side. They feel being able link to other stories and information adds credibility to their work. Digital media makes it easy to add information or make corrections to a story.

I’ve previously posted media relations tips from the Washington, DC assignment editors on BurrellesLuce Fresh Ideas. You can check it out here. What other tips would you add? How are you working with digital media journalists?

Digital Marketing Insights from the Mid-Atlantic Marketing Summit

Tuesday, May 8th, 2012

Social media is boring, so let’s find a way to influence the physical world, says Peter Corbett, CEO of iStrategyLabs, when highlighting his latest projects during the Mid-Atlantic Marketing Summit on April 20. The full-day event, sponsored by the Capitol Communicator and Potomac Tech Wire, was held at Gannett headquarters and included insights from marketing, communications, advertising and public relations experts.

With many folks overwhelmed by the number of social media platforms available, one panel attempted to put the social networkings into perspective. Moderated by Geoff Livingston, vice president of strategic partnerships at Razoo, the panelists looked at several options beyond Facebook and Twitter and shared what worked for their organizations. All the panelists encouraged participants to find out what platforms their core audience use.

Commenting on Google+ users, Kevin Dando, director of digital marketing and communications at PBS, says the site is just a place for men to talk about being on Google+. However, you shouldn’t discount Google+ because it will help your website’s page rank. Additionally, Google+ and YouTube are becoming closer and will soon have shared search. On the other side of the spectrum, Pinterest has mostly female users and can be very effective for visual campaigns.

PBS, like other TV networks, needs to be on GetGlue, a platform that allows users to check into TV shows and other entertainment media. Dando says shows with live Twitter events have ratings one percent higher than those without. He commented Tumblr doesn’t drive a lot of traffic, but it does have a lot of engagement.

The role of chief marketer has become chief storyteller, says Debra Lavoy, director of product marketing at OpenText. You should use the story to pull the team together and that content marketing should be renamed substance marketing.

If his marketing budget was increased, Vocus’s Jason Jue says he would wish for more storytellers. (Download this PR Storytelling tip sheet from BurrellesLuce). Speaking of storytellers, when I asked the Beyond Facebook and Twitter panel if they could review Storify, they said they were all fans, especially for events. At SXSW, they said they barely left a session before someone would post all the tweets from the event to a new Storify.

Examples of brands using marketing and social media for good and helping causes were also abundant. For example, Terry Macko, senior vice president of communications and marketing for the World Wildlife Fund, discussed WWLF teaming with Coke to raise awareness about the environment. Despite backlash and confusion over the white cans, the campaign raised over two million dollars.

The summit inspired several great blog posts, including:

2010 PR News Media Relations: Ed Markey, GoodYear North America, and Geoffrey Phelps, Coyne PR, Interviewed by Johna Burke, BurrellesLuce

Wednesday, September 29th, 2010

Transcript –

JOHNA BURKE: Hello, this is Johna Burke with BurrellesLuce, and I’m here at the PR News Media Relations Summit. I’m joined by Ed and Geoff.

Will you gentlemen please introduce yourself?

ED MARKEY: Sure. I’m Ed Markey, vice president of communications for Goodyear’s North American tire business.

GEOFFREY PHELPS: And I’m Geoffrey Phelps, vice president at Coyne Public Relations in Parsippany, New Jersey.

BURKE: And you gentlemen just gave a great presentation about targeting your influencers and how you work with them. Can you please talk a little bit about how you target and work with the media in social media, like your bloggers, and the traditional media?

PHELPS: Well, one of the key things that we talked about today was in the past Goodyear had not approached bloggers. And we had a product that was specifically–the target demographic for that was specifically looking for a lot of their information online, on blogs, and they like to discover things.

So what we realized is there were key influencers in the blogs that we needed to talk to in addition to the traditional print media. So we looked at doing two launch events, one for traditional print media and one for bloggers, giving them the same sort of experience, but understanding that we had to treat the online media a little bit different; understanding that they have video-heavy needs, in many cases, that they have very, very fast turnarounds. They need everything electronically. Their time cycle is a lot faster.

MARKEY: It’s very similar to the different way you might treat consumers. You have to be credible. You have to create an environment where your word is credible, it’s believable, but where they can discover what you’re trying to tell them on their own. They can experience it and feel it on their own and really kind of take it and make it theirs, as opposed to you just pushing out the message. You want to create an environment that makes it easy for you to do your business and for them to get the story they need.

BURKE: Those are great tips for media relations and PR practitioners, and thank you so much. Where can people find you online and in social media?

MARKEY: Well, you can follow the Goodyear Blimp on Facebook. Please come and join us there.

PHELPS: And for Coyne PR, you can visit our website, it’s And we also have a blog, and we have lots of other tips and advice up there, as well.

BURKE: Thank you so much.

PHELPS: Thank you.

MARKEY: Thank you.