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Getting Media Coverage: What’s Changed, What Hasn’t

microphones for media interviewsI’ve been working in public relations long enough to remember when we delivered press kits by messenger, snail mail or by fax to our intended recipients. Now press materials, photos and videos are sent instantly via computer, smartphone or whatever mobile device is most convenient.

But some things haven’t changed all that much. Take for instance the recipients. Sure journalists today can easily search the internet seeking sources and ideas for interviews and articles, but many still turn to public relations practitioners. They have to do more with less help and produce work under tight deadlines so we are a reliable resource.

The way P.R. and media relations professionals communicate with the media has changed but a good story targeted to the right journalist hasn’t. Humans are still the brains behind the news that’s reported every minute of every day even if technology has made some tasks obsolete.

Recently I’ve arranged interviews for experts from finance to fitness with reporters working for magazines, newspapers, radio, television and online outlets. An interesting timely story, event or expert source presented to the right journalist at the right time is still valued by clients and the media alike. A good prior working relationship with the journalist helps but it’s not a requirement to get media coverage. Not then not now.

Suggesting story ideas, providing background information, offering experts, authors, celebrities and other spokespeople for interviews, scheduling and coordinating interviews, and providing props or other materials are among what we do to help media professionals do their jobs.

Now there are many more options for us to consider when identifying which writer/reporter/producer/editor/blogger/multimedia journalist/online editor is the best person to receive an email or phone pitch. Additionally some kinds of media interviews may be conducted entirely via email to save both the source and the reporter time.

It’s not news that media organizations are grappling with how to stay relevant and profitable. USA Today recently let go of 70 staffers turning its focus to its digital product like many others. This weekend’s edition of NPR’s show that covers the media industry, On The Media, featured the decline of beat reporters which is an unfortunate trend on many levels. However public relations continues to thrive maintaining an important role in a changing communications environment.

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What Marketers Could Learn from The Ballet Russes

On a recent visit to Washington, DC, I spent several leisurely hours at the wonderful multi-media exhibition at The National Gallery of Art, “Diaghilev and The Ballet Russes, 1909-1929: when Art Danced with Music” which is now on view until September 2, 2013. If your summer travels take you to DC and you enjoy dance, art, ballet, music or European history don’t miss it! Admission to the museum is free but buy the $5 audio tour which is well worth it and take the time to see the film narrated by the actress Tilda Swinton.

This trailblazing ballet company was founded by Russian impresario Serge Diaghilev in Paris in 1909. Below is an image of a 1923 poster designed for the company.

The Ballet Russes Poster
Poster for the Théâtre Gaîté-Lyrique, Paris, 1923
lithograph
framed: 90.5 x 130 cm (35 5/8 x 51 3/16 in.)
V&A, London

I strolled leisurely through each room watching the different film clips of the legendary ballets that were interspersed between the beautiful sculptures, intricate costumes, artwork and original scenery on display.

Diaghilev and John Brown, New York, 1916
Diaghilev and John Brown, New York, 1916
photograph by Bain News Service
10.16 × 15.24 cm (4 × 6 in.)
Collection of Ms. Anna and Mr. Leonid Winestein

Mr. Serge Diaghilev’s (he is the man with the scarf in the photograph) zeal and innate PR savvy helped foster the notoriety of his company in Europe, the U.S. and South America.

Below are four strategies that worked for him a century ago and are still relevant for marketers and marketing communications practitioners today.

1. HARNESS INFLUENCERS

Without the help of 21st century social-media marketing tools, Diaghilev tactfully encouraged contemporary artists of his time such as Henri Matisse, Pablo Picasso, Leon Bakst and several others to design costumes and scenery. He tapped composers like Igor Stravinsky and Erik Satie to write the musical scores. With uncanny foresight and intuition Diaghilev understood the value of collaborating with these talented artists.

Diaghilev personally visited Matisse to convince the artist to move beyond his comfort zone and design costumes for his ballets one of which was “The Song of the Nightingale.” Picasso’s cubist influence is evident in the costumes for “Parade.” The front cloth for “Le Train Bleu” (The Blue Train) adorned with two large voluptuous figures was based on a Picasso painting as seen in the image below.

 

Front Cloth of The Blue Train by Pablo Picasso
Alexander Schervashidze, after Pablo Picasso
Front cloth for The Blue Train, 1924
oil on canvas
overall: 1040 x 1172 cm (409 7/16 x 461 7/16 in.)
V&A, London
© 2013 Estate of Pablo Picasso/Artists Rights Society (ARS), New York

2. CREATE WORD OF MOUTH

The “Rite of Spring,” choreographed by Vaslav Nijinsky, (also a star dancer of The Ballet Russes) is now celebrating its 100 anniversary but at the time it was groundbreaking causing an uproar among Parisian audiences. Unlike traditional performances danced by graceful ballerinas with pointed feet, these dancers landed flat-footed with unusual stomping movements often resembling modern dancers of today. The costumes sported bold, colorful geometrical designs.

The “Rite of Spring” ultimately gained widespread popularity in large part because it was so atypical and word spread of this “must see it to believe it” ballet.

Henri Matisse Costume for The Ballet Russess
Henri Matisse
Costume for a Warrior from The Song of the Nightingale, 1920
felt, velvet, satin and silk with paint, gold tinsel, studs and braid, and brass decorations
overall: 155 x 75 x 60 cm (61 x 29 1/2 x 23 5/8 in.)
V&A, London

 

3. BE INNOVATIVE

Diaghilev didn’t follow the crowd. Many of his ballets such as “Le Train Bleu” were revolutionary. Unlike the tutu wearing ballerinas often seen back then, the dancers in “Le Train Bleu” set in a French resort, conveyed leisure activities by simulating summer sports like swimming and tennis and athletic gymnastics-like movements. They wore modern, form fitting knitted costumes designed by Coco Chanel resembling the kind of outfits you might see worn by fitness buffs today.

The costume designed by Henri Matisse for “The Song of the Nightingale” with its color and artful design is unlike those normally worn by ballerinas in the early 1900’s.

 

 

 

 

 

4. RELATE TO YOUR AUDIENCE

The timeless theme of redemption is prominent in “The Prodigal Son” the emotional ballet choreographed by Diaghilev’s last choreographer George Balanchine. The film clip in the exhibition portrays a young Mikhail Baryshnikov in the leading role. Stories of personal redemption are as popular now as they were in Diaghilev’s time and still resonate with audiences worldwide.

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This exhibition has generated a lot of media coverage. To read or listen to Susan Stamberg’s report for NPR “Modern Movement: How the Ballet Russes Revolutionized Dance” click here.

My special thanks to the press office of the National Gallery of Art for supplying the lovely photos.

 

 

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Giving Back With The “Three T’s”

Fall for Comedy Show and Gift RaffleAny marketer is familiar with the four P’s: product, price, place and promotion but how about the three T’s? A friend of mine holds leadership roles at various local nonprofits and recently said that when it comes to philanthropic endeavors there’s three things we can offer – our time, talent or treasure (i.e.$).

I hadn’t heard that before and was glad to read about the first ever “Giving Tuesday” held on November 27, 2012. The campaign encourages ways to give back and volunteer kicking-off at the start of the annual holiday season. Word spread on Twitter with the hashtag #GivingTuesday.

The idea started with New York’s 92 Y along with its co-creator the United Nations Foundation. They got other influential founding partners involved which in turn motivated more than 2,000 nonprofits, companies and individual stores to participate.

This year I personally gave of my time and talent to help a nonprofit that I’m a member of by planning, chairing and helping to publicize an event that was open to members and the public. My friend Doug is a professional comic and I had seen him perform a very funny routine at a local coffeehouse so I suggested we plan a comedy night in the fall. Everyone loved the idea. We hoped to make a profit to off-set the comedy night’s costs and help fund activities we hold to aid needy families in central New Jersey.

I named the event “Fall for Comedy” Show & Gift Raffle to resonate with prospective ticket buyers and the media. Our planning began over the summer. The show featured Doug and two other fellow comics, Harris and Robin, who regularly perform at comedy clubs in the New York metropolitan area. We kept the cost relatively low at $25 per person in advance and $30 at the door, including dessert; and also organized a gift raffle featuring prizes donated by two dozen local businesses and organizations.

A dedicated, talented group of volunteers stepped-up to solicit donations and raffle prizes, design the flyer, buy decorations and refreshments, send email blasts, garner publicity, set-up the room prior to the event, work at the event and do many other tasks. Lucky for us, the volunteer who designed the attractive flyer above is the Creative Director of an Ivy League university in town.

Considering that the event was held in mid-November in the aftermath of Hurricane Sandy, I was relieved and glad we obtained print and online media coverage, all went smoothly and it was a success. Everyone had a great time and we made a nice profit.

Here’s to a joyful and meaningful holiday season and Happy New Year for you and your families.

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If You Need a New Idea Take a Swim

woman taking a swimTo relax and recharge your work/life battery nothing beats a good swim. It clears the mind and energizes your body helping to tackle that daily “to do” list.  Now that summer is here it’s even easier to get motivated.  Unlike some other sports, not much is needed beyond a body of water, goggles, a swimsuit and a swim cap.

I learned to swim when I was young, but my main form of exercise throughout most of my adult life was dance by taking classes in ballet, modern dance and jazz. However, the last several years swimming has become my favorite way to unwind, stay in shape, and ponder over ideas. I took a lesson at my health club to improve my front crawl and breathing technique which helped increase my endurance. I swim all year round and like that fact that I’m not bound to a class schedule and can fit in a swim at my convenience.

A recent article in The New York Times, “Reaching for Zen With Each Stroke and Lap” by personal health columnist Jane E. Brody, explains the myriad benefits of swimming. She thought of the title for her last book while in the pool.

When I travel, I always take a swim if possible. This spring during a visit to Seattle, I was thrilled to swim in the 9-lane lap pool at the Bellevue Club during my stay. Any exercise that you enjoy doing and will incorporate into your life on a regular basis is beneficial for your mental and physical health but swimming is easy on your joints and is a great cardio workout.

Some swimmers bring a bag filled with kickboards, fins, paddles and water gloves to increase their endurance and strength training. The other day a swimmer in the next lane showed me his new contraption where he listens to his favorite tunes while under water. Personally, I prefer to swim un-aided and enjoy the silence during my laps. I occasionally follow up my swim by slipping on swim shoes for some water jogging.

So the next time you’re stuck on an idea, tense after a hard day of work or just want to burn off some extra calories, go for a swim!

{Image: Inigo Quintanilla via iStockphoto.com}