ZB Group

Public Relations

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HOW PR AND PUMPKINS ARE ALIKE

Stults Farm
Stults Farm

Autumn is a beautiful time of year in New Jersey. Bright skies, cooler temps, colorful leaves and numerous farms selling a bounty of fresh picked and pick-your-own fruits and vegetables. I snapped this photo at one of my favorite local area farms, Stults Farm established in 1915.

On a recent visit while gazing at their pumpkin patch, I thought about the similarities between PR and particularly media relations or earned media coverage. Media relations is one of the components of PR in which we specialize. Read on for some comparisons as you have fun pumpkin picking, decorating or savoring pumpkin pie this season.

PLANT THE SEEDS AND PLAN YOUR STRATEGY. A first step is to plant the pumpkin seeds in the patch. A PR pro does the same when working with a new project or client. Much thought, creativity and up-front planning goes into the strategy to “plant the seeds” that will ultimately produce news media coverage in the form of TV or radio segments, articles, podcasts or blog posts.

The strategy is very important – who do you want to reach? Will you concentrate on local, national, international news outlets? What types of journalists, bloggers or other influencers are appropriate for your messages? Will an in-person, online or blogger event make sense? Should you consider partnering with a non-profit organization whose mission supports your product or service? Would thought leadership pieces such as bylined articles be developed? There is a lot to consider up-front so that the PR/media relations plan is successful and your goals are met.

Stults' Pumpkin Patch
Stults’ Pumpkin Patch

PICK OUT INTERESTING, NEWSWORTHY TOPICS, ANGLES OR IDEAS. Once the pumpkins have matured it’s time to pick your favorites from the patch or farm stand. To drive results, it’s important to pick topics, angles or ideas that are newsworthy. Here are a few things to consider:

  • Can your product or service tie-into a current lifestyle, news, health, business or other trend?
  • How does your product or service help consumers or other businesses?
  • Do you have something that is new and different to introduce?
  • Is there a time of year or national event that could provide a hook?

PR/media relations professionals together with their clients answer these types of questions and many others to pique interest and arrange coverage.

CARVE OUT THE LIST. Now the fun starts! Much like the time-intensive activity of carving out a pumpkin, a mainstay of any media relations plan is carving out your target list. Extensive thought is given to who should be contacted and which types of outlets to include on the list – national, local, regional or all three. This list may include tech, business, food, style, home, fashion, health, real estate, workplace or general news reporters, to name a few. Also, many reporters are freelancers who cover different beats and contribute to several outlets. In today’s multimedia environment, stories are often published or broadcast across multiple channels, devices and platforms. There could be a wide range or a small niche of journalists who are a good fit for your story. Since journalists often switch beats and jobs, it’s very important to keep media lists current. An updated database with journalists, bloggers, freelance writers/editors/content creators and influencers is the bread-and butter of media relations.

LIGHT IT UP AND SHARE THE GLORY! Much like a lit pumpkin which shines brightly, attracts attention and glows, once a story is published or aired featuring your company, product, service or event, light it up and increase “the glow” by sharing the news. Showcase your media placements in e-newsletters, on your website or across your social media channels.

The credibility, visibility and SEO that coverage in the news media provides, remains a cost-effective part of any marketing communications plan.

 

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The Future of Quality Journalism: From The Experts (Videos)

The Quality Journalism in the Digital Age Conference on April 10 was definitely a Friday well spent. Hosted by the Rutgers School of Communication and Information, media professionals, academics, content providers, photojournalists and leaders in the nonprofit world shared their views about the changing landscape and its future as they see and live it. We also learned about their provocative work and research.

The day was open to the public at no cost –  anyone interested was invited. I had the opportunity to chat with a TV producer for the “CBS Evening News” and the executive producer of “NJ TV News with Mary Alice Williams“. You can hear both of their presentations at the links below in Parts 2 and 3. The day wrapped up with a lovely evening reception at The Rutgers Club where I spoke with a sharp enthusiastic Rutgers student about Instagram and Pinterest and with a Syracuse University grad (my alma mater) who is a political and economic reporter for Millennial, a digital magazine.digital media devices

You can access all four sessions at the following links:

Part 1:  https://www.youtube.com/watch?v=5OQNdhEYRvo

Part 2:  https://www.youtube.com/watch?v=90qpEZPjYaQ

Part 3:  https://www.youtube.com/watch?v=oqvLd-H2Ca4

Part 4:  https://www.youtube.com/watch?v=HTyzXhJE64U

 

Here are a few takeaways:

  • Newsrooms are a public good – the best hope is public support and engaging consumers. An example is NJ News Commons.
  • Find new sources of funding to help sustain journalism as The Washington Post did when the founder of Amazon.com Jeff Bezos took ownership.
  • Internalize quality journalism as a VALUE and in PRACTICE. Quality journalism comes with a cost.
  • The number of copy/layout editors at U.S. daily newspapers has declined drastically. In 2006 there were 10,424; in 2014 there were 4,722.
  • Many reporters now need multimedia skills since they’re required to shoot-write-edit-report their own stories.
  • Long form journalism is becoming more popular.
  • Trustworthiness is key for consumers of news.
  • Even with all the disturbances, much of what newspaper reporters do today they were doing 30 years ago.
  • Social media has helped build audiences for those outlets with limited resources.

Thank you Phil Napoli @pmnapoli, Katie McCollough @kemcco and Rutgers @MPIIRutgers for organizing an insightful important conference.

What do you think the future of journalism holds?

 

 

 

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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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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.