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Use PR To Tell Your Story and Build Relationships

How PR is Earning Its Place in 2016 was the subject of a recent article in Advertising Age. As reported, the changing media landscape is putting public relations in the limelight. Marketers realize the benefits a well-crafted PR campaign can reap for brands and services in an environment where consumers may choose to opt-out, skip and block their clients’ messages as they strive to grab their attention. Plus, many of the online ads purchased, people don’t see as reported in the WSJ on January 25.

One aspect of PR is media relations which focuses on working with journalists to garner positive earned media placements for whatever it is you’d like to promote such as your brand, services, new product, book or event – and build relationships. Your news is incorporated into stories in the form of TV or radio segments, digital pieces, newspaper or magazine articles or blog posts, which may also be shared on the outlet’s social media platforms or on yours. Earned media has valuable credibility because it’s reported by independent third party news professionals and sources who your audience knows, follows and trusts.

With that in mind, below are examples of how PR can help to tell your story. These represent recent media coverage we arranged for Stuart Friedman, the CEO of Global Context, who leads and founded a cross-cultural communications firm to help businesspeople work successfully with those from other cultures and Bart Jackson, CEO of Prometheus Publishing, creators of BartsBooks, and host of The Art of the CEO radio show.

Major Market Radio Interview – WCBS Newsradio 880, CEO Radio

Ray Hoffman, left, with Stuart Friedman at the WCBS studio in Manhattan
Ray Hoffman, left, with Stuart Friedman at the WCBS studio in Manhattan

CEO Radio is broadcast within the New York metro area featuring the experiences of chief executives and entrepreneurs. Ray Hoffman, host of CEO Radio, interviewed Stuart Friedman at the station. The interview, edited into nine different one-minute news features, aired December 14, 2015 – December 23, 2015. Each on-air segment is repeated four times a day. Listen to the full interview and the one-minute excerpts at the WCBS website.

Digital Marketing Communications Publication – Campaign U.S.

Stuart Friedman’s comments were included in the piece 20 Ways To Embarrass Yourself Around the World where he discusses what NOT to do in China and what TO DO in Sweden.

New Jersey Newspaper – The Cranbury Press

An Innate Craving To Create Things for the Good is the title of this half-page print story featuring Bart Jackson which was also posted online.

Community & Media Organization – Trenton 365

Bart Jackson, left, with Jacque Howard in Princeton, New Jersey
Bart Jackson, left, with Jacque Howard in Princeton, New Jersey

Jacque Howard’s Trenton 365 is a community building program promoting civic engagement. He interviewed Bart Jackson for his radio show Trenton 365 which is heard in the Delaware Valley Region.

Bylined Article – NJBIZ

Bart Jackson’s article, In Praise of Folly, was published in the NJBIZ “Industry Insights” blog sharing his thoughts about adding humor to the workplace.

Reach out if you’d like to learn how we can help your company, organization or brand get the attention it deserves, boost its image, grow business and build relationships in 2016 using public relations.

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15 Tactful Media Tips for 2015

2015 In honor of 2015 here are 15 insights about what producers, editors and reporters consider when deciding what stories to cover or experts to interview. Check out this recent ProfNet article, Pitching Resolutions: What Reporters Want in 2015 which highlights key tips from reporters working at ABC, Bloomberg, Forbes, Fox and TIME and our list below for building productive working relationships with the media this year.

Keep it Brief and Targeted – Get to the point up front. Do your research. Become familiar with the news outlets and the journalists’ beats before making a pitch.

Offer Up Interesting, Credible Sources – A guest on a TV or radio program must be articulate, personable and enthusiastic in addition to being knowledgeable about the subject matter.

Recommend the Best Expert for the Interview – Designate different experts as media spokespeople to increase your chances of getting coverage according to their expertise, role at the company or their availability.

Respond Quickly – Once a reporter decides to do the story or interview you’ve pitched, confirm the details and get the reporter what they need as quickly as possible.

Meet Deadlines – Journalists will often use a source who is not only appropriate but meets their deadlines. Make it a habit to be deadline-sensitive so the source will be remembered for the next opportunity when he/she is a good fit.

Be Flexible – Sometimes, a producer/reporter/blogger may have to change the date or time of an interview due to unforseen circumstances or a major news event. Accept changes graciously and be willing to reschedule the interview.

Provide More Information for Follow-ups – The source should be available and able to answer additional questions if necessary as the story is fine-tuned.

Support a Trend, Timely Event or Newsworthy Occurrence – Craft your pitch to align with a popular trend or offer an expert who can weigh-in on a current news event to grab a reporter’s attention.

Send Suggested Interview Questions – Send the reporter a few questions before the interview which the expert can discuss. The reporter is likely to add his or her own questions but it provides a starting point for the discussion. The reporter may also send you the kinds of questions they would like to ask the source in advance.

Prepare for Interviews in Advance – Nothing is worse than a spokesperson who is dull or not prepared. Preparing for and practicing before an interview is very important. Media training can help to prepare guests for interviews.

Make Videos, Photos available – Photos and videos help make interviews or stories more interesting and shareable. Have good quality ones on hand in case they are requested.

Take “Not Interested” as a Legitimate Answer – Accept “no”, don’t nag and try again.

Don’t Harp on The Run Date – Unless it is a LIVE interview (then you know it ran) be patient about the run date. A print publication may have a 6-month lead time. Follow-up if a reasonable amount of time has passed.

Don’t Suggest a Topic Just covered – If a reporter recently covered a particular topic chances are they will not cover it again in the near future so don’t pitch it. Think about another angle or topic that is on target.

Invite Journalists to an Informal “Meet & Greet” – Consider organizing a breakfast, lunch or early evening wine/cheese gathering for reporters to stop by and meet potential sources. Then they may reach out in the future.

Please add any other tips in the comment section and have a Happy New Year!

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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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5 “Lessons” for Brands from My Alma Mater

My alma mater, Syracuse University (SU) is actively cultivating and growing its “brand” among many different audience segments both offline and online. I’ve seen this as a member of the Central New Jersey SU Alumni Club and as a follower on SUs social media channels. The ability to attract qualified students, top professors, ongoing alumni support and interested firms to hire their graduates is vital for colleges and universities today and for the future. Using SU as an example, below are five ways to help your brand or organization be a standout in its “class.”Syracuse University logo and mascott

1. DESIGNATE EXPERTS TO SPEAK WITH THE MEDIA 

Weighing-in on trends, news, research or current events in the media helps build awareness and credibility for your brand or organization in the minds of consumers.

SU’s professors are often quoted and interviewed in the news media. Robert Thompson, Director of the Bleier Center for Television & Popular Culture at the S.I. Newhouse School of Public Communication, is the most well-known and has been interviewed by hundreds of media outlets, however, many others also comment on newsworthy topics. Rick Burton, a professor of sports management, was recently quoted in NBC News online about Michael Sam the college football star’s recent announcement that he was gay and David Van Slyke, a professor of business and government policy at the Maxwell School was interviewed for a piece by the radio program Marketplace about a bill that has President Obama’s support to raise the minimum wage to $10.10 by 2016.

2. GIVE BACK

Giving back to the local community or partnering with a nonprofit on a worthy initiative demonstrates that your brand cares about others, fosters an emotional connection and camaraderie.

There are many ways SU and its students give back in the Central New York area where the school is located including Can It! an interfaith initiative for the area food bank , the Give 5 Campaign and the SALT Near West Side Initiative.

Cities across the country celebrate SU’s founding with National Orange Day when alumni clubs organize community service projects to help those in need, the infirm and the environment.

3. CREATE SPECIAL EVENTS, BOOK SPEAKING ENGAGEMENTS 

Planning and implementing original events or securing speaking opportunities at scheduled ones attract attention to your brand, involve customers, foster goodwill and showcase expertise.

SU organizes events and presentations such as these in major U.S. cities:

  • Live game-watching events at local restaurants for alumni, SU parents and fans to cheer on The Orange while enjoying refreshments. Shakers, decals and other SU promotional items are available to take home.
  • Business networking events
  • Presentations – experts from various specialties share information and tips to help alumni perfect skills, learn about industry trends and offer career advice at organized events
  • Trips to see Broadway shows and local attractions  – this provides ways for alumni to mingle and enjoy themselves during group outings

4. CULTIVATE A SOCIAL MEDIA PRESENCE

Decide which social-networking platforms make sense then engage frequently with your communities and followers by asking and answering questions, sharing news, posting light-hearted photos and famous quotes or by hosting helpful Twitter and Facebook chats.

SU is active on Facebook, Twitter, YouTube, Google+, Pinterest and LinkedIn. They have several Twitter handles for specific followers such as @SyracuseU, @Cuse for athletics and @WorkingOrange where alumni offer careers tips and answer questions.

Use photos and hashtags to spread awareness and encourage sharing. SU does this with its #OrangeNation hashtag. It had fun with #BeatDuke before the basketball game on Feb 1 and with #OrangeLove on Valentines Day. Vice President Joe Biden (an SU law grad) tweeted a picture of himself wearing a Beat Duke t-shirt which was re-tweeted and shared many times online.

5. KEEP BRAND LOYALTY ALIVE & WELL

It’s important to maintain customer loyalty and relevance over time as SU does by helping alumni get involved and keep abreast of news and events on many levels. 

  • Online via ‘ Cuse Community
  • In-person by inviting alumni to athletic events at the Carrier Dome, alumni weekends and at reunions on campus
  • Locally by joining alumni chapters around the country and participating in events.

When I got home from a February 1 alumni game-watching event I flipped open my college yearbook and there was a picture of legendary basketball coach Jim Boeheim smiling from the sidelines at a game just as he does today.

GO ORANGE!

{Image courtesy of “Creative Commons Syracuse University Oranges Mascot” by Pics to Pin.}

If you’d like to find out how we can help your brand stand out among its audiences with cost-effective tactics like those above, please contact us.

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Let’s Resolve this in the New Year

Whenever I read or hear the word flack to describe a public relations practitioner of some sort, I cringe. Yes, I have a sense of humor but those of us working in the communications business deserve better and it shouldn’t be perpetuated. Years ago it may have been more common for press agents for movies or theater to be called flacks but I think it’s outdated and derogatory.

Words describing public relationssThe PR field today encompasses a proficiency and understanding of a rapidly changing media environment and a variety of tools available to ensure success. Designations such as public relations representative, PR pro, PR executive, PR practitioner, PR specialist, communications expert, media relations pro, spokesperson, communications strategist, press secretary or publicist are much better than flack.

When PRSA decided it was time to update the definition of PR it gathered feedback from members, academics, students and the public. It announced this winning definition in March 2012:

“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

Flack should be replaced with a better alternative. 

Here are a few examples to illustrate my point:

A column started last year on Talking Biz News is written by a New York based PR person with the pseudonym Frankie Flack. The column is well written and makes fair points but I hope they reconsider the blogger’s pen name.

There’s a blog written by another PR professional simply called “The Flack.”

PR Newser is a MediaBistro site which is often tongue-and-cheek. A recent post discusses a Yahoo! Education piece about the sunny career outlook for PR pros but it refers to PR pros as flacks and reporters as hacks. (!)

There are a zillion types of PR people many of which specialize in one area or another for agencies, nonprofit organizations or entrepreneurial shops. Others are employed as in-house counselors, editors, writers and internal communications executives by large and small businesses.

Regardless of the type of marketing communications that we practice, we all have one thing in common – we work diligently on behalf of the companies or clients we represent to achieve their desired goals and deliver measurable results.

So let’s bid adieu to flack.

Happy New Year.