Posts Tagged ‘pitch’


Top BurrellesLuce Fresh Ideas Posts in 2011 – Numbers 20 to 11

Thursday, December 29th, 2011

iStock_000010469879XSmallAs 2011 winds to a close, no year would be complete without a wrap-up list of some kind. In that spirit, we are counting down the 20 Top BurrellesLuce Fresh Ideas posts in 2011. In today’s post we will be highlighting numbers 20 to 11.

Did your favorite Fresh Ideas posts make the list? Be sure to leave a comment and let us know.

20. The Art of Storytelling

19. PRSSA National Conference Speed Networking PR Student Questions

18. How to Speak C-Suite

17. Disappearing Act: 10 Brands That May Not Be Around in 2012

16. The New York Women in Communications 2011 Matrix Awards

15. When a Hashtag Leads to Help: PR Tips from #BlueKey

14. Zappos, 24/7 Customer Service in the Internet Age

13. Oscar’s Social Media Fever

12. Snooki’s Appearance at Rutgers – Good PR or Poor Reputation Management?

11. Poll Results: Should PR Interns Pitch the Media?

K.I.S.S. Unplugged

Friday, November 12th, 2010

by Rich Gallitelli*

Although it would be interesting to hear songs from the album “Destroyer” acoustically, I am talking about the acronym, not the band:  K.I.S.S., “Keep It Simple Stupid” or “Keep It Short and Simple.” My BurrellesLuce colleague, Cathy Del Colle recommends this principal to our team and clients each day. However, K.I.S.S. hasn’t quite effectively crept into all parts of our everyday lives…

Flickr Image Source: ryantron

Flickr Image Source: ryantron

I attended a luncheon, this past September, hosted by the Publicity Club of New York. The panel consisted of five senior TV producers/reporters who cover business news, all providing insight for PR professionals on effectively pitching their ideas.  All five panelists essentially preached the same mantra “You have to get your pitch across within the first three sentences of your email; otherwise, the email is deleted.”  Yes, three sentences. For a novice like me, that was an eye opener.

Afterwards, I began to realize that the essence of that statement has pretty much defined how we now interact as a society. Real time news – or more precisely, “today’s news yesterday” – TV shows with 45 second scenes, initialisms and acronyms, and our inner most thoughts in 140 characters or less are just a few of many examples. We also have a host of devices and websites such as Twitter, Facebook, video games, Droids, iPods, and iPad all designed to help keep connecting simple. When was the last time you went to a conference or even a coffee shop without seeing people typing away on their BlackBerries? Even the world of sports, once the cradle for colorful nicknames, has also fallen victim to our need for “simplicity.” The Yankee Clipper, Earl the Pearl, Larry Legend, and Magic, have given way to the mundane A-Rod¸ D-Wade, and T.O.  And we won’t even begin to discuss what our teachers have to deal with, while grading papers in the advent of the texting era.

Has our appetite for instant access and gratification been borne out of a lack of creativity or are we so plugged into technology that we simply do not have the time to use our creativity? In other words, has our need to “Keep it Simple” gone to the extreme and become counter-intuitive? (If you need any more evidence, I have two words: Speed Dating!) So where is the balance?

A group of researchers from the University of Stanford performed a study that found “People who are regularly bombarded with several streams of electronic information do not pay attention, control their memory or switch from one job to another as well as those who prefer to complete one task at a time.”

After putting about 100 students through a series of three tests, the researchers realized the heavy multitaskers are paying a big mental price.

“’They’re suckers for irrelevancy, said communication Professor Clifford Nass, one of the researchers whose findings are published in the Aug. 24 edition of the Proceedings of the National Academy of Sciences. ‘Everything distracts them.’” 

In each test, the light multitaskers out performed the heavy multitaskers. “’When they’re in situations where there are multiple sources of information coming from the external world or emerging out of memory, they’re not able to filter out what’s not relevant to their current goal,’ said Anthony Wagner, an associate professor of psychology. ‘That failure to filter means they’re slowed down by that irrelevant information.’”

In short, the human brain is not designed to multitask and hold all that information. When interviewed for this BurrellesLuce newsletter, Carol Schiro Greenwald of Greenwald Consulting, who was not involved in the study, explained: “We can’t multitask because the brain isn’t set up that way. It is set up to think in logical order, from general to specific. If you stop doing something in the middle — Think about when you start doing it again. You have to go back to the beginning.”

So while I am not advocating we become inefficient while on the job, I am advocating a re-evaluation of “Simple.” Perhaps it is a matter of unplugging from the world and our “need for now” while at home. In essence, apply the K.I.S.S. method at times when we are not on vacation, even if it is only for just an evening or a weekend. This Saturday, do not tweet that you are brushing your teeth, even if your dentist is following you on Twitter. Take a drive or a walk. Visit your parents, or a relative you haven’t seen in awhile. They will thank you for it and so will your eyes and brain. (Just don’t use the word decompress, it sounds so decompressing.) After all, life goes by in a blink and it’s much sadder if you haven’t noticed a tree until you are 65.

We may need information now and have the technology to get it; but, let’s face it, sometimes what we think will simplify things only makes it more complicated. But don’t worry. Monday morning, it’ll all come flooding back to you – the LOLing, the the multitasking, real-time news, etc – the moment you walk out the front door, or more precisely when you begin your morning commute. 

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*Bio: Richard Gallitelli brought a wealth of sales and customer-service experience when he came to BurrellesLuce in 2007. His outstanding performance as a sales associate and personalized shopper for Neiman Marcus (he also has worked for Nordstrom) earned him a nomination by Boston magazine as “Best of Boston” sales associate for high-end retail fashion stores. Rich’s talents also won him praise and a profile in the book, “What Customers Like About You: Adding Emotional Value for Service Excellence and Competitive Advantage,” written by best-selling business author Dr. David Freemantle. Rich majored in English Literature at William Paterson University, and is a published poet and short-story writer. Facebook: BurrellesLuce Twitter: BurrellesLuce LinkedIn: BurrellesLuce

PRSA 2010 Counselors Academy- Ann Subervi, Utopia Communications & Johna Burke BurrellesLuce

Thursday, July 8th, 2010

Transcript –

JOHNA BURKE: Hello, everyone. This is Johna Burke at the–with BurrellesLuce at the Counselors Academy for PRSA, and we’re here with Ann.

Ann, will you please introduce yourself?

ANN SUBERVI: Sure. My name is Ann Subervi. I am the chair of the Counselors Academy and I also present workshops on ethics.

BURKE: And you just gave a presentation on ethics, and one of the most baffling things to me is why that was not a full house in there. And what is your experience with the PR group, why they aren’t more focused on ethics even knowing that the association has a special month dedicated to ethics? What are some of those challenges and what are some of the ways that you can maybe take some of the intimidation out of the subject matter for people so that they’ll be more engaged?

SUBERVI: Well, that’s a great question. I think public relations practitioners tend to focus on the tactical when it comes to training. They teach people how to write, they teach people how to pitch, they teach people how to present, but they don’t teach them about ethics. And when employees hear that they may have to go to an ethics presentation, they worry that this is going to be a lecture about doing good, and right and wrong. But in fact, ethics can be broken down into a process. It involves what are the rules and regulations that govern our industry? It involves knowing how to think through difficult situations and come out to the best possible conclusion.

It’s training on working with groups and group dynamics to figure out an ethical dilemma. And it’s practice, it’s role-play. It’s understanding, from the head of the agency or from the head of the organization that you work for, what is expected of you, and are you supported when you make an ethical decision? So when you take some of the blurry lines away from it and really look at it as a training program, as practical information, I think it becomes less intimidating and more interesting for people.

BURKE: I think one of the most powerful things that you said in the presentation was just remember that the way you think about things isn’t the same way that your client thinks about things, making that all the more important for PR people to have a good understanding about that so they can retain those relationships.

SUBERVI: Absolutely. And, you know, when you are ethical and you give clients great solutions that make them look great, you win, they win. And that’s really what it’s all about.

BURKE: Ann, thanks so much. Where can people find you on your website or social media?

SUBERVI: Sure. I have a blog called The Ethical Optimist at www.ethicaloptimist.com, and you can find my company at www.utopiacommunications.biz.

BURKE: Great. Thank you so much for your time.

SUBERVI: You’re welcome.

BurrellesLuce Newsletter: Staying on the Right Side of the Media Relations Curve

Wednesday, May 26th, 2010

5 Things to Avoid When Pitching the Media

Public relations professionals know that the success of their company, client, or brand initiatives begin with good media relations. And as the media world continues to evolve, so do the best practices associated with contacting the media and disseminating news releases and other information. Yet, according to some journalists and bloggers, there are PR practitioners who “still don’t get even the basics” — turning what could potentially be a good pitch into a media relations blunder.

Increased time demands and constant “news” inundation mean that PR practitioners must pay special attention when pitching the media. Even well-intentioned PR and marketing pros can “cross the line” by committing just one of these all-too-common mistakes.

Read more of this month’s newsletter to learn 5 things to avoid when pitching the media.