Archive for August, 2010
Tuesday, August 31st, 2010
A New York publicist mails a client’s book to a reporter across the country. The package includes a slick brochure. The reporter recognizes the publicist’s name but doesn’t recall her giving him a heads up the book was on its way. He flips through the book, stops momentarily to check out some bullet points on a page and wonders if his wife might find it interesting. He puts the book on his desk and throws away the brochure.
The book doesn’t relate to any particular issues the reporter covers. He doesn’t recognize the authors. There’s no obvious connection to the reporter’s community. If the package included a personal letter to the reporter, he never saw it. But the trash did.
I’ve talked before here about PR pros not simply pitching media like throwing darts. But it’s not uncommon for publicists to mail out clients’ books without much direction. And because we’re not talking about email, I wonder what it costs to mail 250 pages to many members of the media across the country. Maybe some of the media are specifically targeted and care about what the author says. But often, it does seem like someone is throwing darts.
At one point, a bunch of these books covered a strip of wood that separated desks at my husband’s TV station. Consider it a library of randomness. But somewhere out there, a client put a lot of work into writing those pages. And somewhere out there, a publicist is trying to make that client successful.
My recommendations:
- In addition to the author, find someone before contacting media that journalists can interview who can share a personal story. Find a different personal story for each different city. Searching for people on Twitter can help.
- Decide if you’re willing to fly your client into cities for interviews. Satellite and Skype interviews are possible but often look blah.
- Don’t open up your pitch explaining your client wrote a book. That shouts “commercial” to cynical reporters. Pitch your client as an expert. Subtly bring up later the client wrote a book and ask if the reporter wouldn’t mind mentioning it or if the photographer wouldn’t mind taking a shot of it.
- Try to connect the client’s subject to an current issue being discussed in society.
- Tell journalists they can interview clients at a relevant location. If the book is about the work environment, find an employer who will let you use their place as a backdrop. Conference rooms and offices are so boring for interviews!
- Google your client to ensure the reporter won’t dig up anything negative and surprise everyone with a story you didn’t expect.
- Give the reporter a few links where readers and viewers can find out more about an author and maybe just buy the book.
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Tags: Arizona public relations, media pitches, Media Relations, Phoenix communication consulting, Phoenix Public Relations, PR, Scottsdale communication consulting, Scottsdale Public Relations, The Flip Side Communications
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Monday, August 30th, 2010
A company makes a major change to its daily business operations but doesn’t let its employees know about it ahead of time. What does not saying anything actually say to employees? Lots. It tells employees they are not important enough to “bother” with – just shut up and do your job! Management’s let-them-eat-cake attitude acts like a proverbial guillotine, cutting off any sense of trust from employees. Talk about disengagement.
With management hiding behind the corporate curtain like the Great Oz, employees speculate about what the change means to them. How does it impact their jobs? What does this mean for the company’s future? This only churns the company rumor windmill with gusto. Questions meet vague responses. Or, better yet – a shrug and the ole’ standby: “It’s corporate’s decision.” This is a company that sets its cruise control to adequacy and apathy and its weak communications style will always play second fiddle to rumors.
On the flip side, there’s the company with an open and honest communications policy. Facing layoffs affecting every department, the challenge: when to communicate? Do it from the outset without yet knowing which employees will lose their jobs or wait to communicate – springing the news on employees on D Day? The decision: Honor the open and honest communications policy by communicating early and letting employees know this is coming. Why? It’s the right thing to do. Maybe some employees plan on making major purchases like a house or a car. Knowing this information would be invaluable to their decision-making.
Does announcing the news early cause some panic and rumors? Sure. In fact, this is the argument some people might have against letting employees know about the layoffs in advance. Communicating early gives the company the chance to stay ahead of the rumor mill and explain the why before too much noise filters out what’s important.
When companies sit on big news without letting employees know, it hurts credibility. It can have a negative domino effect on all future announcements requiring employee buy-in. Employees who have been scorned, stunned or outraged from past actions and lack of communication will raise their eyebrows with skepticism at whatever the company line happens to be.
So, does your company have major news or changes coming down the pike?
- Communicate early.
- Communicate often.
- Communicate consistently – before the rumor windmill spins out of control.
- Refresh and continue. Communications shouldn’t stop once the change happens. Get feedback on how messages were received. If necessary, fine-tune your message based on that feedback and continue.
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Tags: Arizona communication consulting, change communications, employee communication, employee communications, Internal Communications, layoff communications, Phoenix communication consulting, rumor mill, Scottsdale communication consulting
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Sunday, August 22nd, 2010
Fake The Flowers Not The News
Someone in PR pitches what she describes as a national story to a reporter. The reporter gets “first dibs.”
In the first paragraph, she explains why the story is relevant to the reporter’s city. She acknowledges a local journal already published the story and sends him a link to it. She lists video and interview opportunities and on short notice, even appears to have everyday people available so the reporter can help personalize the story.
But there’s a snag. The story involves visual workshops that haven’t started yet. So the PR pro is thinking of a “mock class” even though she acknowledges faking it isn’t really a good idea.
I’ve known journalists who would blow their tops when someone suggested faking something for the purposes of a news story. But some reporters often allow it to happen. And there’s a philosophical debate about just how realistic any person or situation can be when the biggest camera you’ve ever seen is watching your every move.
Even if you can sometimes get away with role playing for visual purposes, don’t do it. It strikes at the very heart of what news should be. And by just mentioning it, you’ll lose instant credibility with some journalists who will assume you don’t know the difference between Hollywood and the five o’clock news.
I’ve known reporters who needed video of someone on the phone and waited until a real call came in. That might seem silly to you, but if you’re the one who said let’s keep it real everyone, you’d score big with at least the reporters who care about the purity of the business.
Leave role playing to other parts of your life.
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Tags: Arizona public relations, journalist, news pitches, Phoenix communication consulting, Phoenix Public Relations, PR, PR pro, reporter, Scottsdale communication consulting, Scottsdale Public Relations, tv news
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Wednesday, August 18th, 2010
Put a ring on it
- Met online on at jobs website – seemed like a perfect match.
- Intense courtship (recruitment).
- Popped the question (the offer).
- Signed a prenup (acceptance letter, confidentiality agreement, new hire paperwork).
- Went on honeymoon (new hire orientation).
- Started to feel out of touch (didn’t feel appreciated; tried to meet unreasonable expectations; didn’t know important information).
- Tried to rekindle the romance with a company BBQ and some gifts (tsotchkes like a key chain with the company logo).
- Tried to make it work with counseling (Employee Assistance Program).
- Broke up (exit interview).
- Kept the ring (key ring) but gave the office keys back.
What comes to mind when you think of employee engagement? Is it just another buzzword? How achievable is it in a tenuous employer/employee relationship where each partner wonders if the other is going to love ‘em and leave ‘em?
Is it too much for companies to think they can capture the minds and hearts of employees? Probably – especially when company profits are increasing yet they continue to cut costs and salaries. Companies are still expecting employees to do more with less – like take on two jobs because the company isn’t replacing people it fired and is offering little in increased pay. Then there are companies who get creative and give employees more responsibility in the guise of a promotion by putting them in a completely different area of the company without the proper tools to do their new jobs. It’s a “sink or swim” mentality – a setup for failure. In these cases, companies are working against themselves, making it impossible for employees to feel engaged.
So, what’s a corporate communicator to do when the company holds employees in the palm of its collective hand, squeezing every last bit of productivity out of them like pulp from a lemon? How do you communicate when the company:
- doesn’t give employees the tools to do their jobs effectively
- is not clear about the company’s vision
- hasn’t created a culture that’s rewarding and fun
- doesn’t treat employees with respect
- has a management team that fears open and honest communication
- doesn’t promote ownership in the business by including employees in decisions
- doesn’t encourage development or provide opportunities to learn and grow?
Not doing these practices day in and day out leads to disengagement. Communications alone can’t shoulder the responsibility of engagement unless these practices become a company way of life. Engagement should not simply be a program that makes its way on the executive radar screen once a year when the employee survey results come in. It has to be woven into the company fabric to be successful.
What does employee engagement mean to you? Have any good examples to share of companies doing it right?
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Tags: Arizona communication consulting, Arizona public relations, communication consulting, employee communications, employee engagement, Internal Communications, Phoenix communication consulting, Phoenix Public Relations, Scottsdale communication consulting, Scottsdale Public Relations, The Flip Side Communications
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Tuesday, August 17th, 2010
You're live in 3 minutes!
My mother-in-law, a freelance journalist and journalism teacher (most recently at Arizona State University), has never felt totally comfortable with modern TV news. She reminisces of the Cronkite days when the meaning of objectivity was not debatable. Today’s walking and talking reporters and blurred line between journalism and opinionated TV talk shows make her shake her head.
The one aspect of journalism’s evolution that might make her flinch most is cable news’ uncontrollable lust for two talking heads yammering and pointing their fingers at each other. That dynamic really hits home considering someone close to her often plays the role of polished and witty TV pundit on the national stage.
The talking heads and some of their temper tantrums often are reserved for the 24 hour cable stations. But recently, I’ve noticed local stations engaging much more in some of this talkback TV. If it’s not two candidates engaged in verbal jousting, it’s an anchor going one on one live with a guest smack in the middle of a local newscast.
No matter what you think of this format, it’s important PR pros take notice. If this continues to catch on, you may have a whole new category for your clients.
Once the midterm elections pass, political candidates won’t be keeping the seats warm for these live talkbacks. Welcome in your clients, the experts, to yammer on about the latest controversy. Think about it. Instead of your client clamoring for a 10 second soundbite, you get a few minutes of unedited, live television in primetime. And considering a lot of local talking heads don’t come naturally packaged with the glitz and glamour of those on national cable news, your client might be just as good as the next. The downside: If your client is boring, a nervous nellie or easily rattled, this opportunity could turn into disaster. Live TV does not offer do-overs, except when screw-ups end up on YouTube for everyone to laugh at over and over.
If you ever need some assistance training a client to be “good live TV,” I’m sure my husband could offer a helpful hand with some helpful tips. In the meantime, keep an eye on this possible trend. You might want to take advantage of TV talkbacks.
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Tags: communication consulting, journalism, live interviews, media training, Phoenix Public Relations, PR, reporter, Scottsdale Public Relations, The Flip Side Communications, TV station
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Sunday, August 15th, 2010
Don't Pitch Used Goods
A PR executive emails a reporter, asking if he is aware of a dispute between a city manager and city employees. People have been laid off. Questions are being raised about financial decisions. Public safety might be at risk. The PR pro sends along a press release and says she can put the reporter in touch with the right person for more information.
The reporter Googles the topic and reads that a local newspaper and TV station recently covered the story. It seems the TV station actually took the story a step further and dug up some extra, juicy details that might tick off taxpayers. So the reporter emails the PR executive back, wondering if there’s actually anything new to report.
After reading her response, he sees only one possible new detail to report and he’s not sure he even understands it. By the time the email is over, she says a second TV station is now showing interest and pretty much understands if the reporter passes on this one.
This type of situation happens often between the PR and journalism worlds. There’s the time a reporter finished shooting a special report and when he was leaving, the mother thanked him for putting her other children on camera. That’s because the other TV station didn’t put them on during its recent visit. Trust me. In that situation, telling the reporter the other station’s story was simply a blip on a website doesn’t help a whole lot.
I’ve talked about this before. I understand when a public relations firm wants to get as much coverage as possible. But there must be ways to get more coverage without media thinking you’re selling them used goods. The first example above may seem harmless in the end, but journalists will remember your name “from that time before.” You’re breaking a bond before you ever seal it.
Most stories have different angles and different people to interview. If you want all the coverage in the world, maybe hold something back from the first reporter who comes along. But persuading someone that one detail is worth a whole new story … you’re not fooling too many people. Maybe instead of pitching the idea to all five TV stations, hit up a community newspaper, blog and one TV station. If they’re not true competitors, the media sometimes couldn’t care less about a previous publication.
You wouldn’t want someone to ask you out on a date if he is already in another relationship. And claiming you weren’t sure if that relationship was going to work out isn’t going to make the second person feel warm and fuzzy. With a reporter who’s paying attention, you won’t get to first base, much less score.
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Tags: community newspaper, coverage, interview, journalism, media, PR, PR pro, Public Relations, publication, reporter, TV station
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Thursday, August 12th, 2010
Choose Wisely
Persuading the media to cover your client shouldn’t be like throwing darts and hoping one sticks. Decide what type of coverage you want.
Do you want a general assignment (GA) reporter? Your exposure may be brief, but it will air that very day. That’s good news for a time sensitive event. And with GA stories, you increase your chances of more than one media outlet showing up.
How about an investigative or special projects reporter? Maybe you want in-depth coverage in which a journalist can spend more time on the story. The report will air some time in the weeks ahead and you’ll get more airtime. Promotions departments may even air “teases” throughout the day to get viewers to tune in at just the right time. And local media sometimes share special reports with partners in other markets and before you know it, your client is being seen across the country. But when it comes to special reports, media want to feel special. Pick one outlet and work with it. Don’t sell your idea to everyone. If the media find out they invested time on a story readers and viewers can also get elsewhere, you’ll burn a bridge.
Does your client belong on a morning show? The morning news often welcomes lighter topics, from cooking in studio to a weatherman preparing ice cream in a shop while delivering the daily temps. Morning shows include a lot of long live segments. Is your client ready for that? TV stations keep starting their morning news earlier and earlier. And although they might not admit it, those morning producers have a lot of time to fill. Otherwise, they simply repeat the same stories every half hour. More time to fill might mean more opportunities for you.
So think carefully before tossing that first dart. Picking the right reporter or news show will help you get a bullseye.
Tags: journalist, media, news, PR, producer, Public Relations, reporter, TV station
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Wednesday, August 11th, 2010
I’m posting a blog the other day. That’s tricky business when a good night’s sleep is only a dream. When you’re tired, catching typos and extra
Building A Business
spaces is not a sure thing.
While posting, my three year old is on repeat mode, saying over and over she wants help building a tower with blocks. My two month old is in his swing, making sounds that a cry of Teradactyl type proportions is on its way. Then there’s the dog doing her dance which means if you don’t open the door, the carpet will be sorry.
Blogging often is about business tips. But sometimes just covering the basics isn’t child’s play without losing your mind. And parents doing business at home sometimes need a reminder that they’re not alone.
So if a typo or extra space escapes my strained eyes, don’t mock this mompreneur too much. I’m building a tower and trying not to trip over the blocks.
Tags: mompreneur, PR, Public Relations, small business, Social Media
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Monday, August 9th, 2010
Someone in PR sends a reporter an email pitch and the subject includes this: “Please take my pitches!!!” The email includes phrases such as:
The Art of Begging
“THIS IS HUGE FOR ME PLEASE?” and “THIS IS A HUGE CLIENT, TOO!! PLEASE?!!!!” The email includes the word “please” eight times.
This is not unheard of. Someone on a local TV station’s assignment desk shared the story of a woman in PR who pretty much begged for a photographer to show up at a client’s event. She was worried of five local TV stations, none would show up. One did. The one she begged.
Is begging beneath you? What if it works especially when mixed with some charisma? Before reporters bash the beggars, you should know many journalists have pleaded with people for interviews. Sometimes the reporter is desperate to beat or at least keep up with the competition. Sometimes the reporter just doesn’t want a story to fall through only to face starting from scratch.
It’s important to note the two examples above of PR requests of “pretty please” were shared with members of the media they worked with before. Sometimes we say things to friends we would never say to strangers.
But even if begging works, you should ask yourself what perception is left behind. Are you really that desperate? Do you look unprofessional? Or is it simply another tool in the toolbox to get results?
I’m sure the media loves it when you beg. But will they respect you in the morning?
Tags: journalist, Media Relations, PR, Public Relations, reporter, tv news
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Wednesday, August 4th, 2010
The judge’s decision on Arizona’s new immigration law came down Wednesday. About an hour later, a woman emailed reporters, saying she had an expert for comment. She included background on her client and pasted an Associated Press article about the judge’s decision. She was quick, to the point and appeared to be successfully courting the media.
But this was a short-lived affair. She sent at least one of her messages to a Phoenix reporter and her email signature included no more than a number with a 212 area code. The reporter asked about the expert’s location and found out he was based in New York available via satellite. Arizona includes an array of lawyers, college professors and politicians desperate for TV time. The reporter wasn’t interested in a long distance relationship. There are plenty of local fish in the sea.
And the woman (who never made clear her title and profession) forgot about the foreplay. When her email reached the Phoenix reporter, his TV station already had an expert in house analyzing on the airwaves, making his moves. The judge’s decision was breaking news, but just about everyone knew a ruling would arrive before the law went into effect the next day. Media planned ahead. Romancing reporters began days earlier. In this case, PR pros needed to wine and dine (not literally), not expect wham, bam, thank you ma’am.
Many PR-media encounters are like one-night stands: quick satisfaction and everyone walks away happy without investing too much time. But in this case, for a news story with worldwide interest and big opportunity, some flirting needed to come first. And a two thousand mile relationship just wasn’t going to work.
Tags: breaking news, media, Media Relations, pitching, PR, PR pros, Public Relations
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