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Can journalists work without social media? Nearly half say no

How much do journalists rely on social media?

You know reporters use social media–but do you know HOW they use it?

Having this insight helps you leverage social platforms to work with journalists more effectively.

Cision’s Global Social Journalism Study, conducted annually, sheds light on how journalists are using social media and how they view its impact on journalistic practices and the profession. Here, we look at some of the findings. Continue reading Can journalists work without social media? Nearly half say no

Having these 4 things ready before you contact a reporter will make you more successful

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You have a great idea for a story to pitch a reporter. You decide to call or email the reporter with your idea. He or she responds with interest. Good news, right? But, have you thought through what the reporter may request in addition to your pitch?

Having a strong pitch is, of course, vital to your PR effort. The trouble is, no matter how great the idea is, if you aren’t prepared to provide the elements to back up your story, it may never see the light of the day.

Reporters who do a thorough job will always look deeper and want more than your side of the story. This validates what you’re saying. Because part of PR is to make things as easy as possible for them, before you ever hit send on your pitch, you’ll want to be prepared with information to back up your story.

With that in mind, here’s a helpful guide for what you need to have ready when you contact a reporter:

Continue reading Having these 4 things ready before you contact a reporter will make you more successful

Forget the resolutions: 5 ways to get started on PR in 2017

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2017 is here. As the New Year begins, resolutions are being made. That includes resolutions for your small business.

But, what if you don’t believe in making resolutions? And even if you do, for some of us, they simply don’t work.

That’s OK. How about we just focus on getting it done this year? If you’ve been thinking about doing some public relations for your small business or startup, there are some simple ways to get the ball rolling.

Here are five ways you can make it happen for your small business when it comes to PR:

Continue reading Forget the resolutions: 5 ways to get started on PR in 2017

Doing PR over the holidays? What you need to know about timing

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The holidays are indeed upon us.

Though many may be in denial—Thanksgiving is NEXT week, people!—they are coming, and coming fast.

In talking with clients about their imminent public relations plans, timing over the holidays has to be taken into consideration. Not only might potential readers be tuned out to product announcements, but many reporters are also out of the office enjoying holiday time with their loved ones. And, adding yet another hurdle, one reporter I just spoke with mentioned that the holiday changes his newspaper’s production schedule.

As you might imagine, between your schedule, the reporter or publication’s schedule and potential readers’ or viewers’ schedules, it can be a challenge. So, if you have news you must pitch over the holidays, what’s a PR pro suggest you do? Continue reading Doing PR over the holidays? What you need to know about timing

PR Is No Picnic in the Summer — 5 Tips to Plan Your PR Efforts Around Vacations & Holidays

PR is no picnic in the summer (4)

Ah, summer…a time for getting outside to enjoy the warm, sunny days with picnics, margaritas and relaxing by the pool…but, what about your PR plans? Summer can be a challenging time if you have PR initiatives that need to move forward. With many reporters on vacation, your media outreach can take even longer than usual. And, of course, the 4th of July is right around the corner.

So, what does this mean for your public relations efforts? PR can be anything but a picnic during the summer months. Here are some tips to try to make the most of this season when it comes to PR:

  1. Planning is imperative: Trying to choose the best date for an announcement? Study the calendar. Avoid the major summer holidays, the 4th of July and Labor Day, as well as the days before and after. That is, unless your news has a tie-in to these holidays. If you’re making a tech-related announcement, for example, you’d certainly want to time it so it doesn’t coincide with the 4th to achieve maximum visibility. On the other hand, if your news involves a holiday-related trend, you’d want to pitch that a week or two before the holiday.
  2. Allow extra time: As we know reporters may very well be on vacation, it’s a good idea to build in some extra time on pitches during the summer months. For instance, if you usually pitch news a week before an announcement, allow two weeks. That way, if a journalist is out of the office, you’ll still have time to follow up.
  3. Avoid the dead zone: Per the point above, as the 4th of July and Labor Day each fall on Monday, you can expect the Friday before to be pretty quiet (you can almost hear the crickets chirp!). Some may even take off the Tuesday after to create an even longer weekend. And, once they return, their inboxes may be filled to the brim with pitches. You don’t want your pitch to get lost in that sea of email, so maybe wait another day or so before sending it.
  4. Think Christmas: Believe it or not, it’s not too early to think about the holidays. Gift guides for many print magazines are already in the works. If you have a product that fits in that category, you’ll want to start pitching those gift guides now. Be ready with a product description and high-resolution photos.
  5. Cover your time off: Lastly, if you’re in charge of working with the media for your company or client and are planning to take a vacation, have a plan in place should a reporter get in touch during that time. Ask someone to cover for you and be sure to have basic resources ready for them to use if a reporter needs anything. If you have a press area on your site, all of these materials should be posted there (that makes it easy for the reporter AND for anyone trying to cover for you).

And, be sure not to leave your clients in the lurch. Give them plenty of notice so you can complete any work they need done before you go. If you’re a consultant leaving for an extended period of time, e.g.               more than a week or two, consider asking someone to fill in for you. Perhaps you have a trusted consultant colleague who could be on call, should your clients need anything.

I hope these tips help you make the most of your summer PR initiatives. Now, time to get back to your sunbathing!

 

 

For New PR Grads—Advice from an Editor

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I recently wrote a piece for Muck Rack, “7 Questions NOT to Ask a Reporter,” which garnered some of the best feedback I’ve ever received. An editor at an industry publication actually took the time to write me about how much he enjoyed the piece—and how every new public relations grad should read it.

With many new PR pros graduating this spring and entering the ranks of those who pitch the media, I thought I’d share his words of wisdom. Whether you’re new to the PR field or have been at it a while, you can always learn from the mistakes of others. Continue reading For New PR Grads—Advice from an Editor

If agencies are struggling, is this an opportunity for PR consultants?

PR Week just published an article, “PR agencies face mixed future,” prompted by financial reports that were issued by holding companies such as Omnicom, which owns big public relations agencies including FleishmanHillard, Ketchum and Porter Novelli. Among other findings, organic revenue was reported to be down 6.9 percent. Says the article, “No matter which way you spin it, that’s a disappointing performance.”

So what does this mean for PR consultants? Is it bad news? No. In fact, it could be viewed as an opportunity.

The PR Week article goes on to say, “Using lowly paid account staff churning through accounts that come and go regularly because clients become frustrated with poor service is a common complaint. CCOs are seduced by charismatic leaders who pop up at pitch or review time and occasionally thereafter, but aren’t physically and emotionally connected to the account on a regular basis.” Continue reading If agencies are struggling, is this an opportunity for PR consultants?

How to get more bang out of your public relations efforts

Get the most bang out of your PR efforts

If you’re reading this, you probably understand the value of public relations. It’s cost-effective and credible. Its power in winning over prospects to turn them into customers is unquestionable. PR is about telling stories—and even getting others to help us tell our stories. Think customers, influencers and, of course, reporters.

While it’s always been a valuable tool in the marketing mix, in today’s content marketing driven world, public relations has taken on an even greater role of importance as companies seek to fill the pipeline with relevant, compelling material.

When we reach out to reporters with a pitch, we sometimes get the desired result—a story! Or we pitch a speaking gig—and we secure a speaking engagement! Or, maybe we’ve entered our company to win an award—and we win!

But then what? Continue reading How to get more bang out of your public relations efforts

Put on your “news hat” when reaching out to media

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I was meeting with a new client today to talk about what we might do regarding media outreach. They were interested in publicizing the anniversary of their business, which is perfectly worthy of a press release and some local media outreach.

Then, we started talking about other ideas and how we might tie those in to trends and topics that are currently hot. During that brainstorming session, we hit on a topic that has the potential to be a bigger story regarding industry trends and how the field is growing, etc. I got excited—and so did they—when we realized we’d tapped into a topic that goes beyond the fact that they’re celebrating an anniversary.

Sometimes, you have to put on your “news hat” when thinking about what the media might find appealing. Yes, there are always those stories that may be interesting from a local perspective, but uncovering topics that go beyond the local media to perhaps an even bigger audience can be a thrill.

Once you hit on a topic you think will capture a reporter’s attention, always consider:

  • What statistics might be beneficial to include
  • What images or video might be compelling
  • What third party sources might you provide

When you craft your email pitch, offer these additional resources to help round out the story. (Just be sure to have what you offer ready to provide, if they take you up on it.)

PR pros with a background in journalism are particularly skilled at uncovering these ideas. We’re trained to think like a reporter and tap into story ideas you may not have even thought of. So, take a cue from a journalist and what started as a routine effort may turn into something much bigger.