5 Tips for Pitching Your Story in the 24/7 Web World

Guest blogger: Media relations expert Jessica Killenberg, Vice President – Account Services, Bianchi PR      

       According to a recent 2009 Journalist Survey on Media Relations Practices by Bulldog Reporter/TEKgroup International, Web demands are “insane” for journalists. Digital media often requires more work without more staff. In some cases, triple the amount of output volume is expected from journalists, who are expected to feed the voracious web monster 24/7.

         As PR practitioners, we must be mindful of the strain journalists are under and be respectful when pitching story ideas. So, how can we help journalists cut through the clutter and deliver content that is applicable to their readers?

        Here are five tips that can help YOU help THEM:

 1.      It all starts with a well-tailored media list. And by that we mean pitching the right story to the right reporter on the right beat. There are plenty of resources that can help you accomplish this MediAtlas, Cision, specific publication Web sites, etc. You can also use Wikipedia as a starting point for media in a particular city or Google for publication categories, such as “healthcare management magazines” or “automotive aftermarket magazines.”

 2.      Opt for targeted one-on-one media pitching. While mass distribution of a news release is often standard, in most cases a targeted pitch to a few key media can bring the results you are ultimately looking for. Develop your media “wish list” and go for it one at a time. Keeping in mind that your topic needs to be worthy of that publication and its audience. Unfortunately, not every story idea will be front page Wall Street Journal material, but it could be just the right story for a key trade or local publication.

 3.      Provide the reporter with as much background information as possible. But make sure the information is synthesized for ease of use. Provide key points and important data. This can be in the form of a brief fact sheet, backgrounder or a chart/graph. It can even be past news releases, if they help provide bench depth on the topic you are pitching.

 4.      Have appropriate expert sources available. Not only within your organization, but perhaps outside as well, so the reporter can get the complete story. For example, consumers of your product, participants in your study, beneficiaries of your charitable contribution, etc. And make sure those sources are well prepared with a briefing memo that contains possible questions, talking points and information on the reporter and publication. 

 5.      Have hi-res images ready. We can’t say this enough … “EVERYONE READS PICTURES” and with every story you pitch, you ought to make sure there is a high-resolution image to go along with it. It will certainly help increase the chances of your story making it in print. For print publications, you’ll want to provide 300 to 600 dpi (dots per inch) images in a .jpg format. For newspapers, 300 dpi in a .jpg format will work best. And for online publications, resolution is irrelevant, as the web image will need to expand or shrink to 72 dpi due to computer monitor settings.

        Any other tips come to mind? Let us know …

Five Lean Steps to Stretch Your PR Budget

It’s no secret that corporate PR clients are under increasingly intense pressure to do more with less – less money, less staff and less time. If there’s anything we can learn from the product design and manufacturing industries, it’s that there are ways to make our PR processes leaner – that is, more efficient, faster and at higher quality levels.

As overworked executives, corporate PR folks are often forced to be reactive. To keep tasks moving, they pass them off to their staff or their agency as soon as possible … sometimes just a little too soon.

In many cases, we can go faster by starting slowly. By forcing ourselves to take extra time upfront, we gain the benefit of considering the entire task at hand – from start to finish. We can gather everything needed to accomplish the task. And we can identify and explain our goals, preferences and specifications to those who will be involved.

Here are five steps that can help accelerate your PR projects, while stretching your budget by cutting costs, eliminating re-work and reducing cycle time:

1) Take the time to define the project in detail – approach, objectives, resources, timing, budget, targets, key messages, etc.;

2) Once the project is defined, share this definition with the internal people who will be involved in the final approval, so there’s a consensus of purpose. Get them on-board and alerted to the timing at the onset. For example, on news release projects, we’ve found that nothing causes more delays and changes than the approval process … in some cases this back-and-forth can double or triple the project’s total cost;

3) Once internal alignment is secured, gather and pass all the necessary information to the staff or agency person who’s going to handle the project. The more complete the information and direction provided upfront, the more likely the first iteration will be on-target … meaning less or no re-work (as well as more satisfaction);

4) Start working immediately on artwork, photos or video needed to support the project. There’s no sense in streamlining the writing portion of the project if the artwork delays the project’s completion or adds rush charges in order to meet the deadline; and

5) After the project is completed, identify improvements that could be made to your process for the next project.

What have you done to make your PR processes leaner?

Five Reasons to Comment in Bad News Situations

As communications professionals, we all run into situations where our companies or clients have to deal with unpleasant or negative news. Our first instinct is to go into “ostrich” mode – burying our heads in the sand and hoping things will just go away.

Responding in these tough times is gut-wrenching. It’s hard work. It’s unpleasant. It’s time consuming. And it’s fraught with risks. But a bigger risk comes with NOT responding.

So, when the situation comes up and “No comment” is the only thing your CEO wants to say, ask him or her to consider that:

1) The story is going to run anyway, with or without our input. Why not get our key messages into the story?

2) When we say “no comment,” people tend to infer that we’re hiding something … they assume we are guilty, wrong or uncaring. Do we want to allow that to happen?

3) By being silent, we enable our opponents (or the media) to control the story, set the agenda and dictate the timing. Do we want to be forced to play defense from such a disadvantage?

4) If we don’t participate, we lose the opportunity to tell our side of the story. Wouldn’t it help our cause to show our empathy for those affected, to sincerely apologize for our mistake or to show what we’re doing to remedy the situation?

5) In the absence of information, people just plain make stuff up. If we don’t provide information, someone else will. Do we really think what they say about us will be positive?

Finally, share with your CEO this Wall Street Journal quote from the CEO of Delphi, Steve Miller, whose company recently emerged from a difficult bankruptcy: “I was very outspoken when we (first) went into Chapter 11. But there was a lot of pushback and criticism. We made the decision to shut up. But if I had to do it all over again, I would keep speaking out. When you are in a controversial situation, you are going to be criticized whatever you do. The critics said ‘Steve Miller is the devil incarnate,’ and we said “No comment.” The only thing out there for the public was the notion of a devil.”

So tell your story … or there may be Hell to pay later.

Marketing Catchphrases – Hurl Your URL?

Catchphrases. We all see ‘em. We all hear ‘em. And some of us try to create ‘em. And we hope they’ll stick, especially in today’s world of 140-character messages.

Last week, while presenting at the Marketing in the 21^st Century symposium, I had the pleasure of hearing Corey Perlman, president of eBoot Camp, Inc., speak to executives and business owners about getting the most marketing bang out of their web sites.

Corey was great! Real passion. Great content. Solid strategic and tactical advice.

And, most memorably, he tossed out a catchphrase – Hurl your URL – (he pronounced URL like “earl”). Of course, his intent was to remind everyone to advertise their web site addresses everywhere they can. Simple, but often overlooked, advice.

It got me thinking about the power of catchphrases.

What catchphrases have stuck with you lately?

Better yet, what catchphrases just didn’t quite work?

And what catchphrase would you nominate to the National Catchphrase Hall of Fame, if there were one?

P.S. If you’d like to learn more about Corey and his advice for marketers, visit www.TheEbootcamp.com or check out his book “eBoot Camp – Proven Internet Marketing Techniques To Grow Your Business.”

Greatest PR Blunders – Part 2

The response to last week’s post about your biggest PR blunders was overwhelmingly … well … absent. Not one comment. So there are no lessons learned I can share.

Except perhaps the one to be learned from my blunder, which apparently was to pose this question in the first place.

Maybe it’s that people don’t want to admit they made a mistake. As the line in the old Allman Brothers song, These Days, said: “Don’t confront me with my failures, I have not forgotten them.” Sometimes the mere memory of a mistake can be painful. 

Maybe today’s professionals don’t have time to focus on past mistakes while they’re busy grappling with the present and worrying about the future. Of course, we’re reminded of the George Santayana quote: “Those who cannot remember the past are condemned to repeat it.”

Maybe it’s that the most frequent blog commenters seem to be from the agency side, and “agencies don’t make blunders.” Now, show me an agency that’s never made a mistake and I’ll show you an agency that’s just not trying hard enough. (But that’s another post for another time!)

So let’s take a shot at a different question. Here’s one that drew some interesting responses when I posted it last week on several LinkedIn Groups:

What’s on your professional “bucket list”?

Most of us have a personal bucket list of things we’d like to do before we die. Maybe it’s to drive 125 mph on the Autobahn. Visit all 50 U.S. states. Run with the bulls in Pamplona (not so much!).

But as a professional, do you have a professional bucket list? If so, what’s on it?

If you’re a PR person like me, maybe it’s scoring a positive story in BusinessWeek … or working on a PR project with racing legend Mario Andretti… or landing a Fortune 500 company as a client.

So, what’s on your professional bucket list?

Biggest PR Blunders & Lessons Learned

Remember when you were a toddler and your mom told you not to touch the hot stove because you’d burn yourself? What did you do? You touched the stove. You burned yourself. And you learned a lesson that you will never forget.

Years later, when you told your own toddler not to touch the hot stove, what did she do? She touched the stove. And she burned herself. Not because she didn’t want to believe you, but because she had to learn from her own experience. She wasn’t going to learn from yours.

English humorist/novelist Douglas Adams once said that human beings, who are almost unique in having the ability to learn from the experience of others, are also remarkable for their apparent disinclination to do so.

I might add, especially teenage human beings. But I digress …

So let’s go against our disinclination, tap that unique ability Adams talked about and see if we CAN learn from each others’ PR mistakes.

Now, don’t tell my staff, but I’ve made a few mistakes during my career.

Oscar Wilde once said experience is the name we give our mistakes. So my claim to have LOTS of experience is true in so many ways. Sometimes they were hugely embarrassing incidents of experience, including one faux pas I made more than 20 years ago that was mentioned in a national business magazine (you know, the one famous for its “500” list).

But that’s another story for another time.

We’d like to hear from you … what’s the worst, the funniest or the most embarrassing PR mistake you or “a friend” have ever made?  Share it with us. It may be cathartic for you … I mean, for your “friend.” Comment anonymously if you want. Use a pen name. Or better yet, use your bosses’ name.

Perhaps we all CAN learn something from your mistake. And if we do laugh, remember that we’re laughing WITH you, not AT you – probably because we’ve made a similar gaffe!

In the end, the only experiences lost are the ones we don’t share.

Go ahead. It’ll be fun …

Lessons Learned: Launching a Brand Identity

Over the years, we’ve assisted clients in several corporate identity roll-outs. Each was different, but all shared some common characteristics. Most recently, we helped the former division of a large global company launch its new brand identity and underscore its position as a focused, stand-alone company.

This time, we were called in to assist the spin-off just one week before the name change was required to be implemented. Not a lot of time for planning. And compounding the short timeframe was the fact that we were heading into the Labor Day holiday weekend.

Here are a few of the key lessons learned from these kinds of projects:

1) A short timeframe can clarify the mind. Decisions come quickly, because they have to! There’s little time for second-guessing. And in this kind of environment, you find you may not need as much time to prepare as you might think.

We were initially called in to handle the external media relations effort and some message development for key internal and external audiences exactly seven days (four business days) before the launch. Our role expanded as other needs were identified. The key to succeeding in a short timeframe is to get the right number of people involved … too few and they’re overwhelmed, too many and you add confusion and communication gaps.

2) Attitude is everything. Henry Ford was right when he said whether you think you can do it or think you can’t, you’re right. Pick team members who have a “can-do” attitude. Despite the tight deadline and the prospect of working long hours over a holiday weekend, the client staff – to a person – was helpful, positive and upbeat. Individual agendas were set aside and team goals were paramount. Likewise, at our agency, several people willingly set aside their personal plans, rolled up their sleeves and got the job done in record time.

3) Continuous communication among all the parties involved is key. We had daily (sometimes twice a day) conference calls to identify issues, remove obstacles and make decisions … and in-between we shared detailed timelines which tracked progress and kept everyone on the same page. Team members on both the client and agency sides made themselves available at a moment’s notice, when necessary, to resolve immediate issues.

4) One person needs to “own” the management of the project. Preferably, select someone with superb project management and organizational skills. This project manager’s job is to keep all the tasks organized, assure all team members  are on task, ensure the tasks are on track, share progress reports and remove obstacles. In addition having project management chops, this person should also have a good sense of humor, which may be needed at crucial moments to break the tension when the pressure mounts.

5) Consider all of your stakeholders.  Develop strategies, tactics and messages to reach every one of your company’s audiences … spelling out what the change means to them, how it will affect them and what they need to do. This includes employees at all locations and all levels, customers, shareholders, analysts, suppliers, partners, local officials, etc. While the messaging will be consistent overall, it will vary slightly to address each group’s unique interests and perspectives. 

6) Identify local or regional spokespeople for media inquiries. This is especially important if your company operates multiple locations that span countries, cultures and/or continents.  Ensure that your chosen spokespeople know the key messages for their area and can provide local or regional perspective on the impact of your announcement.

7) Remember that nothing goes perfectly. Expect a few glitches and speed bumps, address them head-on, make quick decisions and move on.  

Finally, remember that, while the launch of your brand is important, your “Day One” is only one day … and just the beginning of a long journey. Every day thereafter, you’ll have the opportunity to continue to build your brand and deliver on your brand promise. So, enjoy the ride!

What other lessons learned would you share?

Obama Comment on Kanye: Off the Record?

It was reported today that President Barack Obama “apparently was speaking off the record” Monday when he characterized Kanye West as a “jackass” for Mr. West’s interruption of Taylor Swift’s acceptance speech during Sunday night’s MTV Video Music Awards.

ABC News claimed “in the process of reporting on remarks by President Obama that were made during a CNBC interview, ABC News employees prematurely tweeted a portion of those remarks that turned out to be from an off-the-record portion of the interview.”

An ABC newsman had tweeted the President’s off-hand remarks about West to more than 1 million of his followers. The newsman, Terry Moran, removed his tweet from his Twitter feed, and ABC apologized for the slip-up … but, alas, the genie was already out of the bottle.

Whether or not you agree with the President regarding West’s behavior … and whether or not you think the ABC reporter was wrong to post his tweet … from a PR perspective, one has to wonder:

Did an experienced communicator like the President really expect his off-the-cuff comment to stay off the record?

It’s hard to say. If so, we might suggest a new strategy moving forward.

With very few exceptions (where we know and trust the reporter, and have well-established ground rules) we have always counseled our client executives to AVOID off-the-record situations. To be safe, assume there is NO SUCH THING as off the record. If you don’t say it, it won’t be quoted.

Beyond formal media interview situations, remember that:

1) Reporters are ALWAYS working; and

2) In today’s wired world, every bystander with a camera phone, a blog or a Twitter account can play reporter and turn an off-hand comment into a worldwide news story.

For almost any setting, the best policy today is not to say, write or do anything that you don’t want to see in the newspaper tomorrow, on the TV news tonight or on Twitter or YouTube in the next two minutes.

Or you run the risk of someone calling you a “jackass” — off the record, of course.

Social Media – What is Business Afraid of?

Interesting data from recent research conducted with business executives for Russell Herder and Ethos Business Law suggests that many business executives have mixed emotions about social media:

• 81 percent of business executives see corporate use of social media as a security risk;
• 51 percent fear social media could be detrimental to employee productivity; and
• 49 percent assert that using social media could damage a company’s reputation.

Yet, in spite of the perceived risks, social media use is being increasingly accepted as a key business communication strategy (73 percent say their use of social media will increase over the next year). Why? Survey results provide some insight:

• 81 percent of executives polled believe social media can enhance relationships with customers/clients;
• 69 percent feel social media networking can be valuable in employee recruitment;
• 64 percent see social media as a valuable customer service tool; and
• 46 percent view social media as a vehicle to enhance employee morale.

Here are the top three things companies say they’re using social media for:

• 82 percent – brand-building
• 60 percent – networking
• 32 percent – customer service

So from our view, while social media are gaining ground with businesses, there is still a lot of opportunity, especially in the business-to-business space. Those opportunities include:

1. Empowering employees to use social media to become brand ambassadors (40 percent of those surveyed said their companies block employees from using social media);
2. Eliciting input from customers/clients and prospects through conversation to improve your product/service or create a new one;
3. Encouraging two-way communication through social media (rather than just pushing out promotional messages) to build community, conduct research and gather feedback;
4. Engaging and building relationships with key journalists and bloggers; and
5. Enlisting social media into crisis communications plans to tap their incredible immediacy (only 13 percent of companies surveyed have).

What other opportunities do you see? And what are we waiting for?

For the full research report, which includes advice on setting corporate social media policy (as only 13 percent of companies have one), visit http://www.russellherder.com/SocialMediaResearch/.

Boost Trade Show ROI with PR 2.0

With summer coming to a close, trade show season is ramping up. But just exhibiting at a trade show doesn’t guarantee you visits by trade press or ensure you media coverage. You have to work it … intelligently and strategically.

Some companies spend hundreds of thousands of dollars (or more!) to design, build, ship,  set up and staff a trade show booth … and then do absolutely nothing to bring media to that booth. Why not help your company maximize the return on its trade show investment by mixing in a little high-powered PR 2.0 magic?

Think about it. You have your best products on display. You have your technical experts and top executives on hand, perhaps some from overseas. You have sharpened your messaging. You have created a unique booth experience for your customers and prospects. Why not add the media?

Wouldn’t it be worthwhile to:

• Invite the press into your exhibit, engage them in interviews and demonstrations, and have them help you reinforce your message … with stories that will appear online or in a magazine or a newspaper long after the show is over?
• Extend the reach and frequency of your brand messages to the thousands of customers and prospects who couldn’t attend the show?
• Earn media coverage that supports and adds credibility to your advertising and new media promotions?
• Validate your prospects’ and customers’ enthusiasm for your company, as they read about your products in a publication, blog or media outlet they trust and respect?

PR support at a trade show simply – and inexpensively – helps maximize your program’s return on investment. And best of all, it doesn’t take a rocket scientist to do it. Here are some basics:

1. Reach out to media before the show, sharing what you’ll be offering at the event – products, demonstrations, experts and executives available for interviews – and insights/perspectives on industry trends or issues your people can address. Show management will often share the list of media registrants with exhibitors; use it!

2. Follow-up with key reporters and bloggers a week or two before the show to lock-in interviews or demonstration appointments. Don’t forget local business or news service bureau reporters who may not have registered yet. One Associated Press reporter visit can generate hundreds of story placements;

3. Prepare press materials, including video demonstrations, product images, fact sheets, FAQs and  news releases, and save on flash drives that can be distributed electronically or from your booth (so you can meet reporters face-to-face);

4. Create a micro-site on the Web and promote it to media and customers to make all of your press materials, videos, etc. easily accessible;

5. Conduct media training (or a refresher) for your key spokespeople to maximize the value of media interactions and prevent snafus;

6. “Troll” the exhibit floor and hallways during the show to engage and pitch reporters on the spot (without encroaching upon their refuge, the media center, of course!). Standing around hoping you’ll see some media doesn’t cut it; keep moving to meet more media head-on.

7. Post news and/or updates live from the show floor via Twitter, other social media platforms and your company website (you might even want to survey visitors about industry issues and announce the results each day); and

8. Follow-up with media after the show, making sure their questions are answered and their photo/video needs are handled. Continue to drive them to your micro-site for additional content captured at, and after, the show itself. Make yourself a resource to the new media friends you’ve made.

By integrating some PR 2.0 techniques and a little extra energy into your mix, your trade show appearance can keep generating earned media and interview opportunities for months to come. And that can translate into BIG ROI.

Let us know what PR tactics have worked for you at a trade show.