Archive for May, 2012
Wednesday, May 30th, 2012
During college I worked as an intern at the CBS station in Chicago. I once saw who I believe was a cleaning woman walk in front of anchor Bill Curtis while he delivered a live tease from the newsroom. Bill ad-libbed and worked the incident into his tease by joking viewers could see how everyone was working hard in the newsroom.
While I recently interviewed a former TV anchor via Skype, a man walked into his room and started emptying the trash. The former anchor worked in the man’s unexpected appearance into his explanation that people must know their audience before pitching stories to the media.
Once while I reported live on breaking news, a guy watching me in a nearby apartment ran down to the street, jumped between the camera and me, screamed at the top of his lungs and ran back home. I simply kept talking.
Another time, a homeowner apparently unhappy I was reporting in his neighborhood set off his car alarm during both my live intro and live tag. I pretended I didn’t hear the alarm.
Before playing on the road, some football teams pump loud noise toward the practice field to simulate a visiting crowd. Approach media training in a similar way. If you plan to give interviews in a loud environment where intrigued co-workers might awkwardly stare at you or make hand gestures to slip you up, don’t conduct media training in a faraway, quiet conference room. If you might talk to the media under a blaring sun causing a stream of sweat to drench your eyebrows, don’t enjoy media training in a 72-degree oasis. If you plan a visit to a bustling TV studio or a sidewalk where a crowd will be hollering at your comments or whistling at the reporter’s perfect body, recruit some office clowns as stand-ins and practice.
It’s easier to throw a perfect spiral when tens of thousands of fans aren’t yelling profanities at you. It’s also easier to deliver the perfect interview when you and the interviewer are standing on an isolated island of serenity. But interviews often offer something unexpected. Prepare in real world scenarios to ensure you don’t pop up as the next goof up on YouTube. If you really drop the ball, don’t worry. I will use you as an example during my next media training session.
Tags: anchor, bill curtis, breaking news, CBS, cbs station, Chicago, interview, media, media training, newsroom, pitch, PR, reporter, skype, tv anchor, tv studio, YouTube
Posted in Media Relations, Media Training | No Comments »
Tuesday, May 29th, 2012
Some of the most influential people in my life are what younger people would describe as old. My 70-year-old Dad is the closest thing I have to a hero.
So I felt somewhat embarrassed last year when a PR Pro pitched me a story about a service assisting senior citizens. I complicated matters by asking her for interviews with the children of the senior citizens. I wanted the children to explain how the service benefitted their parents. Why did I want these interviews?
Local TV stations don’t miss opportunities to report crime committed against seniors. And I’ve covered cool stories about seniors, such as one who went sky diving to celebrate her birthday. But producers and managers also dismissed many stories about seniors because they were not “demo rich,” in the younger age range advertisers crave.
I tried to maneuver around this group thinking by arguing even younger viewers appreciate well told stories about older people. But some producers and managers eventually dismissed me with a sarcastic “everyone has a grandma” followed by a maniacal smirk.
The “demo rich” philosophy doesn’t make sense to me anyway. Baby Boomers seem to be the demographic buying a strong percentage of HD TVs, Blueray players and iPads. During a staff meeting, I once asked a general manager if we need to rethink the traditional demo-rich audience. He didn’t know and a co-worker afterward told me I asked a really dumb question. People sometimes are not willing to challenge conventional wisdom unless someone sends them a memo.
Not all media are the same. But some outlets will approach with closed minds pitches about senior citizens. Unless you wish to write off these outlets, you need to trick them into covering what are often important stories, especially about healthcare. I don’t simply recommend explaining how the story impacts younger audiences. I suggest coming to the table after already securing “younger” interviews ahead of time. Focus your pitch on the younger audience angle. If taking such steps seems silly, then simply pitch journalists who appreciate stories about seniors. But remember producers and managers sometimes don’t care what reporters think.
Meanwhile, remember this is not your great grandfather’s generation of seniors. Some, including my Mom, complain young people, especially in customer service, talk to older people as if they are “stupid.” Remember we can learn a lot from people with decades more of life experience. And based on my Dad’s ability at working his new iPad and downloading apps, the generation gap might be shrinking … at least in the demo-rich category.
Tags: advertisers, AZ, baby boomers, blueray, communication, Communications, customer service, grandfather, grandma, healthcare, interview, ipads, journalist, journalists, local tv, local tv stations, media, pitch, pitches, PR, PR pro, producer, producers, reporter, reporters, senior citizens, seniors, TV station
Posted in Media Relations, Public Relations | No Comments »
Wednesday, May 23rd, 2012
When I scrolled through emails offering story ideas, the number of writers who typed the actual words “press release” on their press releases confused me.
Companies and government agencies might believe adding the words press release makes an email to media more official, separating the information from other informal exchanges. I question even this philosophy considering just about any information relayed to the media is fair game, whether the facts are quickly thumbed out on a Blackberry or reviewed by too many cooks in the marketing kitchen.
But too many businesses and PR pros add press release to their pitches as if a college professor is peering over their shoulders, ensuring they follow protocol. Press release not only seems unnecessary, but the words may actually negatively impact a pitch’s success. When I reported, pitches with press release on top immediately indicated someone was sending me the same information everyone else was receiving. No one was handing me an exclusive or offering me a scoop because I was special. I simply was on somebody’s media list. Someone instead was sending a statement typically filled with jargon and worded too formally. I imagine some classically trained PR pros could impress upon me why the words press release are more necessary than I realize, but I’m pressed to think of too many examples.
Tags: communication, Communications, jargon, marketing, media, Media Relations, pitch, pitches, PR, PR pro, PR pros, press, press release, story idea, story ideas
Posted in Media Relations, Public Relations | No Comments »
Monday, May 21st, 2012
Video …
- Is preferable than reading paragraphs of text on a website.
- Makes you stand out from the competition.
- Teaches potential clients more about you quickly. (Imagine a LinkedIn profile video.)
- Helps grab a potential client’s attention.
- Shares the stories or testimonials of past clients.
- Keeps potential clients engaged and on your website longer.
- Can deliver information about legal issues and FAQs.
- Puts a face on your firm.
- Helps build credibility and confidence in your firm.
Tags: attorney, communication, Communications, Law, LinkedIn, PR, video
Posted in Video | No Comments »
Sunday, May 20th, 2012
- Human capital. Did aliens just colonize the earth and declare people their slaves?
- Leverage. The “Do you want fries with that?” of corporate speak.
- Target audience. This must be the sharpshooter’s approach to broadcasting messages at a coveted group of people who get caught in the crosshairs.
- ROI. A highly overused term people use to impress clients to sound like they know about strategic measurement instead of saying “Here’s how much money you made.”
- C-level or C-suite. Does using the letter ‘C’ instead of ‘A’ make senior execs seem like one of the regular “peeps”?
- Automatic Twitter messages that say “Thanks for the follow!” Golly, gee – you betcha!
- Talking head videos. I might watch your mouth move and hear some words, but I’m really paying attention to what’s behind you, how messy your desk is or how tinny and hollow your voice sounds.
- Must read. Stop the presses.
- “Let’s have lunch some time.” a.k.a. “Don’t call us, we’ll call you.”
- An “opportunity” that means we really need to fix something wrong.
- A “challenge” instead of problem.
- Chief [insert either department function or uber hip made up function name here] Officer
- Emails or voicemails met with silence. Sadly, rudeness seems more common these days. True, people are busier than ever, but what ever happened to manners?
- It is what it is. What the? Why is this suddenly used by everyone and their uncle as an explanation?
- 23 or [insert crazy number here] tips to succeed in all things social media. How about 50 ways to turn me away from your blog?
- LinkedIn profiles stating you’re a “seasoned professional.” Hopefully, you’re not too sweet or salty.
Tags: AZ, c level, communication, Communications, corporate speak, execs, LinkedIn, media, PR, press, Social Media, target audience, Twitter, video
Posted in Internal Communications, Social Media, Video | No Comments »
Thursday, May 17th, 2012
A media relations and video production client argued these services are part of his overall effort to build his brand, spread the word about his business and position himself as a leader in his field. He is less concerned about crunching numbers to calculate how appearing on television or posting video on his website directly impacts his bottom line. In fact, he doubts such concrete calculations exist. This philosophy reminds me of why business people wear sharp suits or top-notch outfits. The conventional wisdom is such clothing impacts their image, especially when meeting potential new clients for the first time. However, I find it highly unlikely someone could determine how much more business someone obtains by wearing a fancy suit versus a raggedy T-shirt. People don’t ask for such statistics. They simply understand looking good is a strategic part of the overall package.
Many applications offer analytics to help us determine how various efforts truly impact our business. Some analytics come with cool titles. Others offer numbers that appear relevant but some of us aren’t exactly sure what they mean. It’s like someone is building a road in the right direction, but we’re not actually clear if it will get us where we want to go. Perhaps these applications employ top secret formulas above our understanding. But maybe some of these analytics are more marketing than mathematics.
Sometimes simple anecdotal information is the most rewarding. One day, while visiting the office of the client referenced above, some people calling in said they scheduled appointments after watching the website’s new video. The client learned this using a simple formula: When the new clients called, his staff asked “How did you hear about us?” Also, the video has received a large number of hits. That’s more eyeballs on his business although we don’t know if those hits turned into paying customers. This same client now is on the first page of Google. But he told me he’s not sure if that’s translated into more appointments.
A media relations client says after his story appeared on television, he received 20 leads. He simply set up a formula asking people how they came across his company.
Another video client says it’s no coincidence the company’s website visits significantly increased after posting two videos. He declared the videos brought an immediate and positive impact. He wrote: “Well, from this end there is the tangible measurement of web traffic increase after the release of each video … Tons of anecdotal stuff … which I feel is the best.”
If you read blogs and browse social media, it’s clear some of the public has an obsession with a concrete equation to determine how services such as video, media relations and social media directly translate into making money. On The Flip Side, some companies that provide these services also appear obsessed with trying to deliver that formula. I remain skeptical. I read a case study in which a company argued on its website how its digital services directly impacted a business’s sales. But even after reading this well-written case study, I’m not sure I’m buying the connection.
Sometimes, companies must simply use common sense to determine whether a technique is working for them. The answer may not be 1 + 1 = 2. But you might just know success when you see it.
Tags: communication, Communications, google, marketing, media, Media Relations, money, PR, Social Media, television, video, video production
Posted in Media Relations, Public Relations, Social Media, Video | No Comments »
Wednesday, May 16th, 2012
This is the top of an email someone sent me. When I read “SATELLITE INTERVIEW OPPORTUNITY” surrounded by eight stars, I did not assume this was a golden opportunity. Interviewing someone via satellite isn’t necessarily cool. I would prefer to interview someone locally face-to-face. Simply the word “satellite” did not make me feel one step closer to imagining myself as a correspondent with The Today Show.
I’m not sure why the person who crafted this email considered it important to put “SATELLITE INTERVIEW OPPORTUNITY” at the top of the email. With the stars, we’re only missing some neon. Many journalists see satellite dishes nearly every day on top of their buildings. Someone offering reporters the opportunity to use one firsthand is like offering free tickets to a professional athlete.
The worst part about most satellite interviews is they usually provide you with nothing more than a talking head. After the interview, you rarely get an opportunity to shoot video of the subject to add visuals and audio that help bring a story to life. Plus this interview was available on one particular day during a certain time period. Journalists don’t typically work well around other people’s schedules.
I arranged satellite interviews as a last option. But they don’t always go off without a flaw. Too often I found myself tracking down ten people at a station to ensure someone in the building properly set up and recorded the interview. It’s not as if some techno genius pumps the satellite feed right into a journalist’s desk computer. I eventually dropped satellite interviews and instead went with Skype or even a basic, recorded phone conversation with someone’s head shot placed on a graphic. The recorded phone interview doesn’t come packaged with much flair, but it’s easy, quick and provided far fewer problems.
You might be thinking, “Why are you so against pitching satellite interviews? I see them all the time on morning news shows.” That’s true. Both those satellite interviews typically involve Hollywood stars, a political pundit or someone who shot the latest YouTube viral video. The email I received was an opportunity to interview a master plumber/contractor. I like my chances of finding someone similar locally.
Opportunity only knocks once, but plastering ”SATELLITE INTERVIEW OPPORTUNITY” at the top of the pitch won’t encourage most journalists to answer your email.
Tags: camera equipment, communication, Communications, Hollywood, interview, journalist, journalists, morning news, news, Phoenix, phoenix area, political pundit, PR, satellite interviews, TV station, video, viral video, visuals, YouTube
Posted in Media Relations | 1 Comment »
Tuesday, May 15th, 2012
A company asked us to shoot a video in its lobby. In the area, people were walking in the building, going up and down stairs, going in and out of a nearby bathroom and in general, heading to and from places connected to the lobby. Employees often are talking to each other, looking down at their smart phones or lost in their own personal worlds. Our first task wasn’t setting up the shot. Our first task was setting up the shot safely.
We needed an electrical outlet for our lights. But the nearest outlet was around a corner where people were walking in and out of the bathrooms. We needed to stretch not one but two extension cords to the outlet without tripping people. We ran one extension cord pressed against a wall and taped it down in several places to ensure it was as flat as can be wedged into the corner of the floor. We stretched the second cord from the wall across the walkway accessing the bathroom to the outlet. We taped down this cord as much as possible to avoid it from buckling upward. We grabbed two bright orange sandbags and placed them on top of the extension cord on each side of the walkway. The orange sandbags were an extra layer of safety, grabbing people’s attention before they even stepped close to the extension cord.
We set up our lights and used a sandbag to weigh down the light stands to help prevent them from toppling over. We never place our camera on top of the tripod unless someone is standing next to it to hold it. It also helps when you have extra help who can direct people around the area. When estimating your time to set up a shoot, you can’t just assume you walk in and set up. You must allow for time, sometimes a lot of time, to devise a strategy on how to shoot video safely. Some people aren’t paying attention. They aren’t expecting a tripod or lights around the corner. You don’t want them to get hurt. You don’t want them to damage your equipment. You might shoot a beautiful video, but not taking safety precautions will quickly turn the day ugly.
Tags: communication, Communications, lights, PR, press, safety, tripod, video
Posted in Video | 1 Comment »
Monday, May 14th, 2012
Since leaving college, I’ve thought it odd when bosses feel upset, betrayed or irritated when a good employee decides to take a job somewhere else. I hope if I were an employer, I would thank employees for their contributions and congratulate them on a new position they believe would improve their quality of life.
But I continue to hear stories of employees leaving on uncomfortable terms. I’m not referring to shouting matches. I’m speaking of snarky remarks and ungrateful comments that ensure boss and employee won’t be later sharing Facebook posts.
Employees share these stories. And when awkward goodbyes become a trend, an employer gets a reputation. Some bosses feel no matter how many disgruntled players leave, they’ll simply draft suitable replacements. But I believe one disgruntled good player after another can’t continue to leave without some sort of eventual impact on the bottom line.
Too often many companies seem to forget their employees are customers and brand enthusiasts. The way employers handle a farewell could mean they either keep or lose these key stakeholders.
Our recommendation is for employers to at least try to be the bigger person and be remembered as someone who sent a worker off with a great farewell. Send out a positive memo to the staff. For excellent employees, throw a party or farewell lunch. Don’t allow the disagreements at the end of someone’s stay stain another good relationship. Being nasty at the end could bring negative effects lasting a lot longer than the employee’s last walk out the door.
Tags: boss, brand enthusiasts, communication, Communications, Employee, employee communication, employee communications, employer, Facebook, PR
Posted in HR Communications, Internal Communications | No Comments »
