ZB Group

Debbie Bayes

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7 Things a Well-Planned Media Relations Initiative and My Trip to Paris Have in Common

Travel is back after three years of pandemic restrictions. Visiting Europe is a first choice for many people vacationing this summer. This New York Times article explains the reasons for its popularity and this one discusses why travelers are flocking to Paris in particular.

My husband and I were fortunate to have the opportunity to visit Paris this past spring. It was my first time in France. The museums, delicious food and wine, charming neighborhoods, and centuries-old historic sites, were all unforgettable.

This got me thinking — the steps followed so that our trip met our expectations and went smoothly, are similar to those when we thoughtfully develop and implement a media relations plan for a client.

Here are seven ways our memorable vacation and our results-oriented media relations plans are similar.

RESEARCH – About four months before our trip, I read travel books, spent time researching online, and spoke with Gary Lee Kraut, a tour guide and editor of France Revisited. I also consulted with my brother who is a longtime travel professional and other family members and friends for their recommendations.

The first steps in creating a media relations plan generally include investing time to: learn about our client’s business, ascertain their ideal customers, understand their marketing strategy, find out about business challenges, inquire about new products or upcoming announcements, events, etc., and familiarize ourselves with their unique story.

PLANNING – Our itinerary included historic sites, museums, dinners at brasseries and bistros, a scenic boat cruise (during which I snapped the photo above of the Eiffel Tower), a guided walking tour led by Gary Kraut of the Marais neighborhood and nearby points of interest, and time for shopping.

We found out that May 1 is Labor Day and a public holiday in France when many things are closed. Therefore, on that day we planned to visit Montmartre where famous artists lived, worked and socialized.

Planning for an effective media relations project requires developing one that will achieve a client’s goals. Creating a target media list, writing press materials and crafting story ideas that align with the brand’s news, products, services, messages, and audience, are a few key components.

BOOKING – We pre-booked most activities; some are featured on the Paris Museum Pass and others are not. We didn’t want to miss out on seeing certain iconic sites or spend time in long lines.  

Similarly, we reach out to reporters, bloggers, and influencers to pitch story ideas that will resonate, arrange interviews, fulfill necessary requests, schedule on-site visits, and complete other pertinent tasks, in advance.

ENJOYMENT – We intentionally didn’t overbook. For example, we spent the entire day visiting the stunning Palace of Versailles and its beautiful gardens to enjoy them at a leisurely pace. On another full day we rode the Paris Metro to Montmartre where we donned berets to explore this charming area.

It was a delight to stroll through the manicured gardens at Versailles

Had fun climbing the hills in Montmartre

A media interview should be an enjoyable experience and opportunity for the interviewee to share their knowledge about a subject and connect with their audience. Prior to any media interview we prepare our clients (or their spokespeople) on best practices and how to field potential questions to ensure it will be worthwhile.

FLEXIBILITY – We made some changes to the itinerary while there. For example, we wanted to be near the Paris Opera House (Palace Garnier) for our 2pm tour, so we shopped in the area instead of visiting the Monet Marmottan Museum that morning as we had planned. We went to this museum on another day.

Listening to our Paris Opera House guide

We intentionally left two evenings open and by doing so, joined Gary Kraut for a fun small group champagne and wine tasting tour that he organized.

We met the owner Morgane Fleury, who shared the story behind her family-run business which produces the bio-dynamic Champagne Fleury

Being flexible is important during a media relations initiative. Perhaps the latest news cycle or the need to fulfill last minute media requests, must take precedence over tasks that were originally planned.

DOCUMENTATION – We’ll create a photo album to document our trip including these favorites.

Pablo Picasso’s “La Lecture” on view at the Picasso Museum.
“The Kiss” at the Rodin Museum
The Orsay Museum is housed in a former railway station exhibiting a vast collection by impressionists and post-impressionists

Upon a project’s completion, we document our results by sending clients a comprehensive report of the print, digital or broadcast coverage generated. It may contain copies of published stories, interviews, product features, reviews, blog posts, videos and images, along with other relevant information.

SHARING RESULTS – We’ve shared details and photos with friends and family fondly reliving our trip.

We encourage clients to share the media coverage that was garnered from influential third parties to benefit from the positive validation. Posting it on the company’s website, on social media channels, in newsletters, and sharing it with staff, clients or customers is recommended. This helps builds community, drives traffic and SEO, showcases the coverage, establishes credibility, and strengthens brand reputation.

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Why the Work Phone Call is Back in Vogue

Coffee mug with an iPhone while working
Image by Derek Robinson from Pixabay

Surprisingly, the phone call has become a popular method of business communication by young people while working remotely as The Wall Street Journal reported in The Resurrection of the Office Phone Call. Apparently establishing more rewarding connections to decreasing digital carbon emissions are among the advantages of phone calls over video meetings, emails and texts.

During the pandemic, millennials discovered the benefits of communicating with colleagues, mentors, clients and prospects by phone and phone traffic has shot up. The work call provides an effective method for one-on-one discussions without concerns related to using Zoom such as what to wear, whether your background is tidy and appropriate or if the lighting is good.

A phone’s portability is another plus. You can talk while getting fresh air or moving around inside instead of being stuck in front of a computer.

When I started in public relations, reaching out to the media to pitch story ideas and guest recommendations by phone was a mainstay. However, once email became universal it has generally been the preferred method when initially pitching producers, writers, editors, influencers and bloggers.

I often find a hybrid approach of calls and emails is most effective during the follow-up process and cuts back on the number of emails exchanged. Once a media professional is interested in an idea, a phone call is an efficient way to build a rapport while confirming details concerning a proposed interview, product feature, or bylined article. Also, connecting on social media is a good idea to learn more about them and share their work.

With growing concerns about the environment, CBS This Morning’s “Eye on Earth” correspondent shared our reliance on IT for remote work negatively impacts the planet. We may not be commuting as much, but sending 100 emails leaves the same carbon footprint as driving a mile in a car. In fact, the BBC’s Smart Guide to Climate Change says making video calls over the internet has a much higher carbon footprint than do mobile phone calls.

More rationale in support of phone conversations was explained in an article in Scientific American. It discusses a paper slated for publication in the Journal of Experimental Psychology by Professor Nicholas Epley at the University of Chicago Booth School who studies social cognition and Assistant Professor of marketing and psychology Amit Kumar at the University of Texas. Their research indicates people should consider talking rather than typing to forge better connections and more satisfying interactions.

Another study with young children cited in The New York Times showed that telephone communication was just as effective as being able to touch and see a parent. “The clear implication is that you don’t need to literally see your loved ones and friends to feel your bond with them,” psychiatrist Dr. Richard Friedman writes in a recent op-ed.

As the iconic song reminds us, “Everything Old is New Again.”

Contact us to learn how we can help promote your brand with our hybrid approach and other effective strategies to amplify your marketing in 2021.

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When it Comes to Media Outlets, Why Thinking “small” can Have a Big Impact.

The various ways to share a media placement online including on social media, in blogs and on websites

Interviews on national outlets are indeed valuable, but in the digital age, it’s important not to dismiss media opportunities with smaller outlets as Dr. Anthony Fauci’s recent experience illustrates.

In the spring when the coronavirus outbreak surged in the U.S., Dr. Fauci was a frequent guest on all the major TV talk shows. However, by August, the New York Times reported most interviews were with outlets like Instagram Live, an online education platform, a local TV affiliate and podcasts. Continuing this trend, Dr. Fauci was a guest on Sirius XM’s Doctor Radio, in early September.

He realized smaller outlets could be instrumental in promoting his public health messages to their audiences and may even be picked up by larger ones. According to the article, “His appearances are widely watched by reporters from large outlets, who then quote him in their news reports.”

Obviously not everyone has the clout that a prominent health expert like Dr. Fauci does to weigh in during a global pandemic, but here are eight reasons to consider opportunities with smaller outlets for a positive impact.

  1. Present, Explain and Expand Your Message. Connect with your target audiences where they spend time which includes smaller channels.
  2. Accrue Online Visibility. Journalists looking for sources on a subject and consumers alike can find the interview, story, feature or content.
  3. Ability to Share on Multiple Channels. Social media, subscriber-based newsletters, websites or company blogs, all provide more eyeballs.
  4. Lend Credibility to Your Brand, Company, Product or Service. Conveying your story on their platform, relays its importance for their community of readers, viewers, listeners, loyal followers and fans.
  5. Raise Local Awareness. Depending on where your customers are based, recognition by local media outlets may be preferable vs. national media.
  6. Engage with Niche Audiences. For certain products or services, blogs, websites or publications that appeal to specific interests may be best to target. For example, ones comprised of health or eco-conscious consumers, fashionistas, home cooks, entrepreneurs, cyclists or golfers.
  7. Express Thought Leadership. Via bylined articles and interviews with reporters at trade publications, promote expertise and convey influence.
  8. Reporters, Editors and Producers Change Jobs. Someone working at a smaller outlet today may leave for a larger one tomorrow, or start their own one day. Connections and positive impressions made in the past, will help build relationships with media professionals that may be advantageous for your business or organization in the future.

For a recent project, we arranged for the owner of a bed-and-breakfast, Woolverton Inn, to be quoted in the Associated Press, but we also intentionally selected to pitch smaller outlets that are a good fit for their messages and various audiences. As a result of our efforts, blogs geared for baby boomers and millennials, a meetings and events publication and a New Jersey business magazine, among several others, featured the inn.

There are many factors to consider when planning a media outreach strategy but keep in mind that smaller outlets may yield big rewards.

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To Pitch or Not to Pitch in a Crisis? That is the Question.

COVID-19 has affected many facets of life from travel and the economy to schools and parenting.

During ordinary times, we reach out to the media regularly with all sorts of pitches crafted about our clients to pique interest in different story ideas. From travel and health to beauty and retail, our pitches may be associated with consumer trends, small business, CEOs, thought leadership, holiday gift guides, human interest, how-to tips, roundup articles, and everything in between.

But these are not ordinary times.

In the age of the coronavirus is it a good time to pitch?

We say yes, as long as the pitches are sensitive to the evolving health and economic crisis. This is an unprecedented time including for those who report the news. Bloomberg reporters candidly explain how they have been affected.

COVID-19 abruptly changed our lives causing great uncertainty about “returning to normal” for the foreseeable future. In March and April, as this Wall Street Journal article discusses, while stuck at home consumer spending on food and alcohol, gardening, home amusements and comfort items boomed but with declines in other sectors.

During early spring only pitches associated with the coronavirus pandemic or those describing acts of kindness were warranted, as Jamie Yuccas, a correspondent with CBS News, along with two other journalists, shared on Navigating Newsrooms During COVID-19.

Coronavirus-related pitches and those about brands giving back to benefit essential workers are still appropriate, but other types are also relevant now to incorporate into pitches for journalists, bloggers and influencers:

FOOD & DRINK – healthy recipes, desserts, cocktails and easy meals to make for single adults, couples or families cooking at home together.

BEAUTY – at-home beauty, hair, and skin-care tips for looking your best on Zoom calls and to boost self-confidence

ORGANIZING – tips to declutter an apartment, house or home office

CLEANING – easy ways and useful products to clean and sanitize especially for frequently used kitchens and bathrooms

TRAVEL – properties and attractions currently closed but producing video for virtual visits to sustain interest; those that are reopening with key health and safety plans in place

PARENTING – ideas to get work done with young children at home; fun family recreation with playdates limited and perhaps no summer camp

LOCAL DESTINATIONS – convenient places for getaways accessible by car

VENUES – those that are equipped to host small weddings, meetings or special occasions since previously planned larger affairs or major conferences and events are likely cancelled or postponed

EXERCISE – companies that offer online classes, fitness equipment, or exercise products, for maintaining good physical and emotional health

RETAILERS – those offering ordering online and curbside pickup or contactless delivery as well as stores that are reopening

SMALL BUSINESS and PROFESSIONAL SERVICE COMPANIES – those who have pivoted from in-person to offer consulting, training or other services online; small businesses who have instituted new ways of doing business

EVERGREEN IDEAS – these are not event or time-sensitive including human interest or thought leadership ideas from CEOS, founders or entrepreneurs  

In the midst of a pandemic or not, by customizing each pitch stating why the idea is of value for the media’s audience, will help increase positive PR opportunities and build enduring connections with consumers.

Please reach out if we can help. Be well and stay safe.

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8 Tips for Effective Media Collaborations as More Outlets Go Online-Only

This year more media brands are ceasing their print editions and becoming online-only publications. So you may think there are less opportunities to garner coverage but there’s good news! Many new outlets are proliferating online while others transform into multimedia platforms.

Websites, blogs, Web interview programs, social networking platforms, apps, podcasts, internet radio, and the multiplatform capabilities of TV and radio news outlets, all provide different PR opportunities.

A few recent notable publications that have gone digital-only or will do so in 2019 are Glamour, Brides, Money and ESPN The Magazine. They’ve evolved investing resources in their online brands since more people are consuming news and information on the Web.

This spring I attended a PRSA “Meet the Media” event in NYC featuring journalists and influencers who are busy writing or reporting about travel and food for several major outlets. After the informal networking portion of the evening, the four panelists shared the latest trends, tips to pique their interest, and do’s and don’ts for collaborations, before a jam-packed room of PR professionals. I’m happy to report they welcome our help!

Here are 8 takeaways from Lee Abbamonte, travel expert & TV personality, Salvatore DiBenedetto, food influencer aka The Grubfather, Aly Walansky and Jordi Lippe-McGraw, independent lifestyles, wellness and travel journalists for a variety of media outlets.

Journalists and influencers specializing in travel, food and lifestyles speaking at the PRSA-NY Meet the Media event on March 25, 2019.
From left, Lee Abbamonte, Salvatore DiBenedetto, Aly Walansky and Jordi Lippe-McGraw
  • Don’t be shy, just pitch.
  • Don’t pitch via social media, use email.
  • Make sure your pitches are relevant for the journalist/influencer’s areas of expertise. Don’t send off-target pitches and waste their time.
  • Do your homework and promptly respond to any requests.
  • Find the interesting story and deliver on it.
  • Think like a journalist – what’s the hook? Will their audience care?
  • Designate a budget for working with some key influencers. Many have established large loyal followings due to their ability to create engaging content for those with particular interests.
  • Relate how your story idea ties into trends in travel. Culinary travel, multigenerational, family, girls and guys trips, bachelor and bachelorette trips, experiential, and solo travel are all hot trends.

Leave us a comment with your tips or thoughts.