Calendars are important to everyone, but they are a crucial item for PR professionals. We must constantly be on our toes, aware of important events and holidays. We have to know oddball things, such as when it is “Administrative Professionals Week” or “Alcohol Awareness Month.” At MMI, our office calendar is always marked up with notes that remind us of what to pitch and when to pitch it, the start and end dates of campaigns, major sports and entertainment events, and deadlines for awards and media articles.
Grab yourself a calendar and start marking it up with dates and information important to you and your personal PR plan. What awards are you going for? Mark them on your PR calendar. When is your next networking event? Write it down, and find out who else is going to be there. Which board meetings do you plan to attend? When are you distributing news releases? And so on.
Every publication has an editorial calendar, which shows the main themes and features the publication plans to cover in the upcoming weeks or months. Because publications depend on advertising dollars, the editorial calendar provides the advertising sales department with a roadmap of which companies with particular products or services to target at which times.
For your purposes, a specific publication’s editorial calendar allows you to assess opportunities to pitch yourself, your knowledge, your product or service to that editor. Some publications are sketchy with what they provide in an editorial calendar, while others are thorough and helpful. Focus on those publications read by your target audience and think about how you can best reach that audience with your message.
Friday, March 21, 2008
Tuesday, February 26, 2008
“Pitches” and How to Do Them
Not long ago we obtained coverage in USA Today for an MMI client who owns a florist shop. This family owned and operated business has served the Triangle since 1922, but as the USA Today feature explains, they have been forced to raise their prices due to the cost of gasoline. We tied the “pitch” we made to the journalist into one of today’s hot news items and that’s why our florist was mentioned in a national newspaper instead of some other florist. Our florist didn’t necessarily do anything newsworthy--she’s just trying to keep her business afloat.
Do you like calls from telemarketers? Well, neither do I, and neither does 99 percent of the population. That includes journalists, who every day have to put up with phone calls from PR interns reading from scripts in monotones to pitch ideas for stories. Nothing against PR interns (we use them ourselves at MMI), but take my advice and never, ever read your pitch from a script!
Sure, go ahead and write it out, but then practice it aloud until you can deliver it in the most natural way possible. Your pitch must sound sincere and spontaneous. Part of the key to successfully getting a journalist interested in what you have to say is your own enthusiasm. But that’s only half the key. The other half is the sheer newsworthiness of your pitch.
News is something out of the ordinary. Often a big story is about something violent, illegal or controversial--but I’m not suggesting you risk getting arrested to get media attention! Other big stories may be about something strange, extraordinary, memorable or emotionally-charged. When I say “emotionally-charged,” I mean that the story can be anything from a tear-jerker to the funniest thing you ever saw in your life.
The piece about the florist having to raise her prices to pay for the high cost of gasoline is actually an emotionally-charged story, because people are angry, or at least considerably worried, about soaring gasoline prices.
Once you’ve settled on your big story, start out with an advance notice e-mail to the journalist you’ve selected and follow up with a phone call. If you get a recording, leave a message, but only once. If you get no response, it may be that the journalist is harried (often the case) or has forgotten you. Call back again, but do not leave multiple messages--just keep trying until you get hold of a real, live body.
Give your name and say, “I have a story for you. Is this a good time?” If the journalist answers “Yes,” then go ahead with your pitch. If he or she says “No,” then ask, “When would be a good time for me to call back?”
Have you had good luck with pitches you have made to the media? Do you have a big story to share? Tell us about it. The media read our MMI blog regularly.
Do you like calls from telemarketers? Well, neither do I, and neither does 99 percent of the population. That includes journalists, who every day have to put up with phone calls from PR interns reading from scripts in monotones to pitch ideas for stories. Nothing against PR interns (we use them ourselves at MMI), but take my advice and never, ever read your pitch from a script!
Sure, go ahead and write it out, but then practice it aloud until you can deliver it in the most natural way possible. Your pitch must sound sincere and spontaneous. Part of the key to successfully getting a journalist interested in what you have to say is your own enthusiasm. But that’s only half the key. The other half is the sheer newsworthiness of your pitch.
News is something out of the ordinary. Often a big story is about something violent, illegal or controversial--but I’m not suggesting you risk getting arrested to get media attention! Other big stories may be about something strange, extraordinary, memorable or emotionally-charged. When I say “emotionally-charged,” I mean that the story can be anything from a tear-jerker to the funniest thing you ever saw in your life.
The piece about the florist having to raise her prices to pay for the high cost of gasoline is actually an emotionally-charged story, because people are angry, or at least considerably worried, about soaring gasoline prices.
Once you’ve settled on your big story, start out with an advance notice e-mail to the journalist you’ve selected and follow up with a phone call. If you get a recording, leave a message, but only once. If you get no response, it may be that the journalist is harried (often the case) or has forgotten you. Call back again, but do not leave multiple messages--just keep trying until you get hold of a real, live body.
Give your name and say, “I have a story for you. Is this a good time?” If the journalist answers “Yes,” then go ahead with your pitch. If he or she says “No,” then ask, “When would be a good time for me to call back?”
Have you had good luck with pitches you have made to the media? Do you have a big story to share? Tell us about it. The media read our MMI blog regularly.
Tuesday, February 19, 2008
Make Yourself a Media Resource Through Tip Sheets
How do you go about getting the media to know you’re an expert in your industry or profession? One effective tactic is to write tip sheets and send them out to various media outlets on a regular basis. A tip sheet is a straightforward, “how to” list that provides information in your area of expertise.
Here is a short example of a tip sheet the owner of a remodeling and construction business could send out:
"The Top 4 Things to Do After a House Fire"
Use a numeral in your headline that names the number of tips--for some curious psychological reason, people are very drawn to reading numbered lists. Begin each of your tips with an action verb. Avoid promoting yourself or your business in any way--let the blurb at the end of the tip sheet do that for you. The blurb should give your name, your title, the name of your company and contact information such as a Web address or phone number.
Tip sheets make great handouts at trade shows or at your place of business. Include them in your media kit and direct mail campaigns. People will save the tip sheet even when they may throw the rest of your direct mail piece away--as long as the information you’ve provided is current and valuable to them in some way.
Do you have some great tip sheets you’ve written and wish to share? Post them in our comments section.
Here is a short example of a tip sheet the owner of a remodeling and construction business could send out:
"The Top 4 Things to Do After a House Fire"
In the aftermath of a house fire, most homeowners are too distraught to think clearly about what to do next. These are the most important steps that homeowners need to take care of immediately after a house fire:
- Secure the residence by boarding up windows, doors and holes in the roof. If someone should go into the home and get injured, the homeowner would be held responsible and could be sued. It is also crucial to protect the home from being robbed.
- Remove any important personal documents such as bank statements, mortgage records, birth certificates and medications. Next in importance would be any personal items you can salvage. The faster you get an item out, the better chance you have of repairing and salvaging it. Even though the fire is out, water and smoke will continue to damage items left inside the home.
- Notify not just the insurance company but also your mortgage company of the loss--remember they essentially co-own the house with you. Since it is their property too, they need to know about the damage.
- Make sure all the water is dried up, so it does not produce mold and further damage the home. Also, remove food from the fridge so it does not spoil.
Use a numeral in your headline that names the number of tips--for some curious psychological reason, people are very drawn to reading numbered lists. Begin each of your tips with an action verb. Avoid promoting yourself or your business in any way--let the blurb at the end of the tip sheet do that for you. The blurb should give your name, your title, the name of your company and contact information such as a Web address or phone number.
Tip sheets make great handouts at trade shows or at your place of business. Include them in your media kit and direct mail campaigns. People will save the tip sheet even when they may throw the rest of your direct mail piece away--as long as the information you’ve provided is current and valuable to them in some way.
Do you have some great tip sheets you’ve written and wish to share? Post them in our comments section.
Friday, February 1, 2008
Blurbs and Talking Points
Media trainer and publicist Susan Harrow suggests that you create short bios for every single subject you pitch to the media. We call these the “About” blurb, and they are identical to the blurbs you place after news releases. These blurbs should be two to four sentences specifically tailored to your news release or article, or the topic you'll be discussing on TV or radio. Provide the blurb ahead of time to the radio or television personality or journalist who will be interviewing you.
To prepare for the actual interview, you need the following:
Many people don’t realize that it’s up to them to supply the media with interview questions for radio, TV and podcasts. Write these so that you can answer the questions with your already-prepared sound bites or talking points. Provide them to any broadcast or print journalist who interviews you.
How do you write interview questions that the media will find useful? To answer this question, let’s go about it backwards, by writing your talking points first. Let’s say you are an accountant interested in promoting yourself with small business owners. Here is a sample set of talking points:
The Five Commandments of Cash Flow
If you had five commandments, and five to ten bullet points under each commandment, supplemented with plenty of anecdotes (humorous ones are often the best), you could probably talk for at least a half hour on your topic! The very worst thing you can ever do in an interview is ramble and hem-haw around.
To prepare for the actual interview, you need the following:
- Talking points or “sound bites” for you to use during media interviews
- A helpful set of sample questions for the journalist or interviewer to use while interviewing you
Many people don’t realize that it’s up to them to supply the media with interview questions for radio, TV and podcasts. Write these so that you can answer the questions with your already-prepared sound bites or talking points. Provide them to any broadcast or print journalist who interviews you.
How do you write interview questions that the media will find useful? To answer this question, let’s go about it backwards, by writing your talking points first. Let’s say you are an accountant interested in promoting yourself with small business owners. Here is a sample set of talking points:
- Make it a priority to understand your company’s financials and use these reports to manage your business.
- Know your most cost effective products and services.
- Comprehend your cash flow statements.
- Do not fail to review budget-to-actuals on a weekly/monthly basis.
- Without the constant review of where the financials of the business are currently standing, you cannot make informed decisions about expansion, purchasing new assets or developing a new product.
The Five Commandments of Cash Flow
- Know Thy Numbers.
- Thou Shalt Save For a Rainy Day.
- Know Thy Customers.
- Honor Thy Banker.
- Thou Shalt Not Use Thy Business as a Credit Card.
If you had five commandments, and five to ten bullet points under each commandment, supplemented with plenty of anecdotes (humorous ones are often the best), you could probably talk for at least a half hour on your topic! The very worst thing you can ever do in an interview is ramble and hem-haw around.
Monday, January 21, 2008
Crisis PR and Ethics - by Patty
During a crisis, a struggle often develops between the client’s lawyers and PR people. I’ve heard lawyers say, “Clients are like fish. Neither would get into trouble if they kept their mouths shut.” In contrast, my philosophy is for the client to tell the truth, tell it all and tell it fast.
The real problem lies in the fact that both lawyers and PR people want the same end result -- they want what’s best for the client -- but each goes about achieving this end in different ways. I believe my way is best. I’ve seen countless instances where if you don’t talk and don’t let the press in, a media feeding frenzy ensues, and the situation gets so out of control you can’t stop the momentum.
When the truth eventually comes out maybe six months to a year or two down the road, it’s no longer considered “news.” If you can get the media to even comment, you’ll be lucky to find a column of two inches buried on page 26 D. By that time, salvaging a client’s damaged reputation is a task of Sisyphus proportions.
At other times, when the truth eventually comes out a year or two later, after the lawyers have had their heyday, reputations can be saved and public opinion reversed (think Duke lacrosse players falsely accused of rape).
For a lawyer, it may be unethical in a legal sense to do what is really the right thing in a given situation. Everybody is entitled to a defense, and lawyers make their living defending or prosecuting people, whether they’re guilty or innocent. But often a lawyer’s conduct, while technically “ethical,” is actually intended to circumvent rules which require notice or discovery. This prevents the public from knowing the real truth.
As a PR professional, I’m not required to adhere to these rules. Yet even when I know the real situation, I have at times been prevented from talking openly with the media about it because of my client’s lawyers. I think the public should know the real story behind any crisis. I don’t believe in cover-ups.
People make mistakes. Sometimes it’s a mistake of omission or of judgment. If I believe in the client’s innocence, I’ll do everything in my power to help. I’ve been contacted by individuals in the past who wanted representation for crisis PR, when all they really want to do is cover up, not to make things right. I’m not interested in taking on this kind of client. After all, I have a reputation to maintain, too — and the media people who know me know that I don’t lie.
Recently I was asked, “How do you determine what is ethical?”
My answer: “Live your life so that whatever you do, you won’t be embarrassed to see it on the front page of the newspapers.”
The real problem lies in the fact that both lawyers and PR people want the same end result -- they want what’s best for the client -- but each goes about achieving this end in different ways. I believe my way is best. I’ve seen countless instances where if you don’t talk and don’t let the press in, a media feeding frenzy ensues, and the situation gets so out of control you can’t stop the momentum.
When the truth eventually comes out maybe six months to a year or two down the road, it’s no longer considered “news.” If you can get the media to even comment, you’ll be lucky to find a column of two inches buried on page 26 D. By that time, salvaging a client’s damaged reputation is a task of Sisyphus proportions.
At other times, when the truth eventually comes out a year or two later, after the lawyers have had their heyday, reputations can be saved and public opinion reversed (think Duke lacrosse players falsely accused of rape).
For a lawyer, it may be unethical in a legal sense to do what is really the right thing in a given situation. Everybody is entitled to a defense, and lawyers make their living defending or prosecuting people, whether they’re guilty or innocent. But often a lawyer’s conduct, while technically “ethical,” is actually intended to circumvent rules which require notice or discovery. This prevents the public from knowing the real truth.
As a PR professional, I’m not required to adhere to these rules. Yet even when I know the real situation, I have at times been prevented from talking openly with the media about it because of my client’s lawyers. I think the public should know the real story behind any crisis. I don’t believe in cover-ups.
People make mistakes. Sometimes it’s a mistake of omission or of judgment. If I believe in the client’s innocence, I’ll do everything in my power to help. I’ve been contacted by individuals in the past who wanted representation for crisis PR, when all they really want to do is cover up, not to make things right. I’m not interested in taking on this kind of client. After all, I have a reputation to maintain, too — and the media people who know me know that I don’t lie.
Recently I was asked, “How do you determine what is ethical?”
My answer: “Live your life so that whatever you do, you won’t be embarrassed to see it on the front page of the newspapers.”
Friday, January 4, 2008
Serving on a Board of Directors
There are all kinds of different reasons to serve on boards. Maybe you want to repay a debt to society. Maybe you’re passionate about something and you’ve just got to share your expertise, or you’ll wither away and die. It’s of course incredibly important to help save the world, but you also have to look at boards from a less altruistic standpoint.
Serving on boards can help define your personal brand by:
Maybe the organization is small and struggling; if so, you’ll have a better shot at a board position for them than for the United Way. Every board wants is more fundraising or PR — and that’s why Patty Briguglio is in demand.
Although a secondary need for many boards is accounting or legal skills, if you’re a 26-year-old financial planner or lawyer just starting out, your chance of getting on a high profile board of directors isn’t good. Nevertheless, it’s not impossible. Financial management is critical to the success of any organization.
Are you a computer guru? You are wanted everywhere. The entire world loves the Geek Squad.
If you have construction or real estate experience, your expertise will be welcomed by any organization considering purchase or construction of real estate property and clueless how to go about it.
Another way to get on boards is to ask colleagues to recommend you. Tell your peers that you’re looking to get some board experience and ask them if they can help you. If you’re young and inexperienced, go to someone older and more experienced and ask that person to mentor you into a board position.
One surefire way to eventually get elected to a board of directors is to serve on a committee for the organization. That way, you will get to know people and they’ll get to know you. (Sometimes when you do it this way, you may decide you don’t want to serve on that organization’s board after all.)
Serving on boards can help define your personal brand by:
- Adding charisma and importance to your resume
- Illustrating who you are and what you care about
- Opening doors to other people and organizations important for you or your company
Maybe the organization is small and struggling; if so, you’ll have a better shot at a board position for them than for the United Way. Every board wants is more fundraising or PR — and that’s why Patty Briguglio is in demand.
Although a secondary need for many boards is accounting or legal skills, if you’re a 26-year-old financial planner or lawyer just starting out, your chance of getting on a high profile board of directors isn’t good. Nevertheless, it’s not impossible. Financial management is critical to the success of any organization.
Are you a computer guru? You are wanted everywhere. The entire world loves the Geek Squad.
If you have construction or real estate experience, your expertise will be welcomed by any organization considering purchase or construction of real estate property and clueless how to go about it.
Another way to get on boards is to ask colleagues to recommend you. Tell your peers that you’re looking to get some board experience and ask them if they can help you. If you’re young and inexperienced, go to someone older and more experienced and ask that person to mentor you into a board position.
One surefire way to eventually get elected to a board of directors is to serve on a committee for the organization. That way, you will get to know people and they’ll get to know you. (Sometimes when you do it this way, you may decide you don’t want to serve on that organization’s board after all.)
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