Media Training Tip: Off the Record

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Anything you say can be used against you … we hear that phrase on cop shows, but did you realize it applies to media interviews, too? We tell our clients to pretend as if the microphones are on from the time you see that news van coming toward you over the horizon until they leave and that van is no longer in sight.

Nothing is ever off the record. Never, ever, ever.

It’s good practice to be on your best behavior and avoiding saying anything stupid, even if you assume the microphones are off and no one is listening. There have been so many “accidental recordings” … a politician has just closed his speech and thinks the mic is off at the podium. He begins complaining about someone, naming them by name, and the media has it all captured on tape for the 5 PM news … a top CEO has just finished a TV interview with a reputable reporter and as they’re walking back to the elevator (the cameras are off), the CEO turns and says, “I’m so glad you didn’t ask me about XYZ issue”. You can guess what was included on the evening news, right?

This post is not to make reporters out as untrustworthy. The purpose of this post is to remind you to think before you speak. To be well-versed in your key messages and don’t do anything stupid.

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Increasing SEO Through PR

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In today’s world, it’s important to create a communications plan that reaches your target audiences through both traditional and non-traditional methods. Those “non-traditional” methods are quickly becoming the norm, especially as traditional media like newspapers are becoming a dying breed.

PR has the opportunity to generate quite a bit of digital content that is easily searchable and accessible. Examples include:
– News releases and media alerts posted on your company Web site
– Social media (SM) news releases distributed through services like PitchEngine (www.pitchengine.com)
– Letters to the editor posted on the newspaper’s Web site
– Stories included on any media’s Web site
– Online newsrooms (on your company Web site or through services like PitchEngine)
– Company blog
– Company Twitter account
– Company Facebook fan page
– White papers
– Webinars/How-to videos posted on YouTube
– Images relating to your company posted on Flickr
– eNewsletters posted on your Web site

In addition to creating digital content, it’s important to monitor coverage and analyze results. Simple monitoring solutions include Google News Alerts.

The most important take away from this post is that creating SEO-friendly digital content is in the here and now. If your PR program does not include SEO and social media efforts, you’re missing the boat.

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Elements of an Online Newsroom

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An online newsroom is typically hosted on your Web site and is created as a resource for reporters. At a minimum your online newsroom should include contact information for your spokesperson, recent news releases and images that can easily be downloaded. Keep in mind that reporters typically want their images as JPG files at 300 DPI.

Additional elements you may want to consider including in your online newsroom include Executive bios, Fact sheets, calendar of events, how-to videos, etc.

While it is tempting, please don’t force newsroom visitors to register in order to gain access. Most don’t want to spend the time and more than likely don’t have the time for a chore like this.

To get a better feel for great online newsrooms, check out these links:

http://www.crayola.com/mediacenter/
http://www.kraftfoodscompany.com/MediaCenter/

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How to Write a Media Alert

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Media alerts are used to notify media contacts of an upcoming event. The media alert never exceeds one page and is a quick, informative piece used to gain interest from the contacts who receive the alert.

Elements of a media alert include who, what, when, where, contact and a note explaining any visual opportunities for television contacts.

To further illustrate the simplicity and elements of a media alert, here is an example:

Need New Ideas to Attract Donors?
The Arts & Business Council of Chicago Offers an Essential Workshop

What: A vital workshop, “Successful Fundraising Efforts: A Time for New Approaches,” is designed specifically for arts groups who need fresh ideas and techniques to attract wary donors for annual fundraising.

Why: Fundraising can be challenging in a weakened economy, but not impossible. Through this workshop    learn new ways to freshen up your fundraising skills, expand your donor list, optimize your brand impact and raise needed funds.

Where: National-Louis University, 122 S. Michigan Avenue visit www.artsbiz-chicago.org for further details

When: Tuesday, February 24 at 9:30 a.m.

How: To register, contact Kristen Romans at (312) 372-1876 x221 or kromans@artsbiz-chicago.org

Who: Presenter Molly Hansen, Director of Development, Northlight Theatre
Panel: Ellen Wadey, Executive Director, The Guild Complex and others

Additional panelists to be announced

The Arts & Business Council of Chicago has, for nearly a quarter of a century and with the help of hundreds of volunteers from the business sector provided vital, capacity-building services and programs to our city’s vibrant cultural community. The Council makes good business practices “the business” of the arts, while also making the arts “the business” of business. For more information, visit www.artsbiz-chicago.org.

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How to Create a Media Distribution List

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Media lists of any size are key to the success of your news release and overall PR campaign. Before creating a list, it’s important to take a look at your audience – who is going to be most interested in the news you’re about to release? From there, take a look at the media that cover that beat. Those are the people you’ll want to include in your list.

We typically create media lists in Microsoft Excel. The first step is to open up a new Excel workbook, reorient the page to landscape.

For your columns, title them as such:
Media outlet
– Examples include Redbook, Chicago Tribune

Media type
– Examples include television, Web site, radio

Contact
– The first and last name of the reporter contact

Beat/Title
– What’s the contact’s title? Are they an editor or a reporter? Do they cover lifestyle, shopping, food?

Phone
– Be sure to include extension, too.

Email
Notes
– In this section, make note about recent coverage that applies to your story you’re about to pitch. Also, keep notes regarding your contact with the reporter. This allows you to keep track of your interactions and avoid uncomfortable situations like triple pitching a contact after they’ve already told you “no” twice.

So you have your Excel workbook ready, now what? Well, it depends on the pitch and what you have access to.

Most PR folks subscribe to costly software that allows them to search for any number of media contacts throughout the nation. If you don’t have access to something like this, then make Google work for you. If it’s a local pitch, Google the city + reporter to get a feel for the outlets that should be included. If it’s a trade pitch, Google the industry + reporter. Once you have the media outlets noted, then you can go back into their Web sites to determine the appropriate contacts.

Remember: Homework is everything when prepping your list. Your number one goal is to list media contacts that are relevant to your story. Avoid at all costs pitching a reporter that doesn’t make sense. If I’m pitching an anti-aging cream, I’m going to be sure I’m pitching beauty reporters, not sports reporters. Make sense?

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How to Write a News Release

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A news release is written in third person and works to educate an editor or reporter on a topic while selling them on a story angle. News releases are typically written about people, events, services or products.

News releases have evolved over time, but the format has remained fairly unchanged. They typically include contact information for the PR contact, a headline and sub-headline, a dateline, the body of the news release and a boilerplate. Three number symbols (###) centered at the bottom signal the end of the document.

Contact information
Typically included in the upper right or left corner of the document, this section outlines who should be reached if media contacts have questions. Include a name, phone number and email address at a minimum. For my news releases I always include my instant messenger screen name and sometimes include my Twitter username, too.

Headline and Sub-Headline
You only have a few seconds to grab the reader’s attention, so it’s important to spend time on your news release headline. The headline should sum up the news that is included in the release and engage the reader.

Dateline
Typically comprised of the city and state from which the news originated as well as the date, the dateline launches the news release and is the first piece of the intro paragraph.For more information on datelines and their proper format, go to www.apstylebook.com.

NOTE: AP Stylebook is what governs all of our writing in public relations, so be sure to grab a copy. Your first order of business is to learn how states are abbreviated in AP Style as opposed to typical post office style.

Intro Paragraph
Like the headline of a news release, the intro paragraph can make or break a story. The client name should always be mentioned in that very first sentence and the paragraph as a whole should sum up the entire news story.

Supporting paragraphs further elaborate on the news story and support the first paragraph.

Boilerplate
The boilerplate is included at the bottom of a news release and is noted as such by using a title such as “About the Chinet brand”. Note in the sample release below we have included two boilerplates. Why? There is a brand and a company in this example.

Sample News Release

For more information, contact:
Jenna Gruhala | Snackbox | 773.715.0879
jenna@snackbox.us | AIM: N20Jenna

TIPS FOR HOSTING A GREEN GATHERING

DeSoto, Kan. (February 2, 2009) – America’s premium disposable tableware brand, Chinet , practices sustainable processes in production and the brand encourages consumers to take that same level of commitment to protecting the planet when planning gatherings of any size.

Quick Tips for a Green Gathering Include:
– Send invitations via email rather than traditional printed invites
– Check out flea markets and secondhand stores for party décor
– Serve food on disposable tableware, like Chinet, made of 100% pre consumer recycled material and biodegradable in home compost
– Create a menu using local, organic produce; for great recipes, go to www.mychinet.com/recipes
– Use reusable towels for clean up and biodegradable trash bags
– Compost leftover party food and Chinet tableware

“Chinet brand gives you the strength and style you depend on, with the added piece of mind knowing you’re using environmentally-friendly products,” said Julie Stoetzer, Chinet Brand Marketing Manager. “Chinet® Classic White™ and Chinet Casuals™ lines are made of 100 percent pre-consumer recycled material. Both lines are also chlorine-free, microwave safe and fully biodegradable in home composting.”

Huhtamaki Americas, Inc., makers of Chinet products, practices sustainable processes in the production of both consumer and specialty packaging. By using recycled materials in the production of molded fiber products, Huhtamaki annually saves:
– Nearly three million trees each year
– One billion gallons of water which is equal to the supply of water for a city of 10,000
– 65 million gallons of oil or the equivalent of 31 million gallons of gas

These efforts, along with programs designed to reduce the company’s pollution and power use, have earned Huhtamaki a number of awards including the Environmental Protection Agency’s (EPA) Environmental Achievement Award. For more information, visit www.mychinet.com/environment.

About the Chinet Brand
Made in America since the 1930s, Chinet disposable tableware has a long history of making strong plates and even stronger memories as friends and family gather. Chinet products give you the strength and style you depend on with the added piece of mind knowing you’re using environmentally-friendly products. For more information about the Chinet family of products, visit www.mychinet.com.

About Huhtamaki
Established in 1920 as a specialty packaging organization, Huhtamaki provides many of the world’s most recognizable consumer goods packaging and foodservice containers, including the retail line of Chinet premium disposable tableware. For more information about Huhtamaki, visit www.us.huhtamaki.com.

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Editors Note: Photos to accompany story available by contacting jenna@snackbox.us.

Once a news release is written, you’ll need to distribute it to appropriate contacts.

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Questions to Ask When Hiring a PR Firm

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Most PR firms will jump at an opportunity to work with a client that has a good budget and a decent story. Many don’t go much further than that (at Snackbox, we’re a little choosier than an average firm). As a client, it is important to ask the right questions before hiring your PR firm. Here are a few thoughts to help you in your search:

1. Do you specialize in any particular areas?
PR firms typically have expertise in a couple of areas. Examples include healthcare, hi-tech, crisis communications, consumer packaged goods and social media. In some areas, such as entertainment and sports, a specialist is a must. However, in any industry, you’ll typically get stronger results from firms with experience in your industry or field.

2. Who will be working on my account?
Many times, the team that pitches for your business is not the team that you’ll be working with day to day. It’s important that you talk with your day to day contacts to ensure there is chemistry and a thorough understanding of both your business and your goals.

3. What are the firm’s past pitching successes?
Most PR firms can write and pitch … but how do they go about the process? What are some of their best case studies? And, do they have case studies in your industry?

4. How often will we communicate?
Many times, a PR team will get lost in the work and will forget to update you. At times, you won’t hear a peep until the invoice comes through. Find out from the firm how they plan to keep you updated on account progress.

5. What is included in a typical contract?
Many firms require a contract – we certainly do. But it is important to review the contract with your own legal team to make sure you all agree on the terms. Are you locked into a contract?

6. How much do I need to spend to achieve my goals?
Many times, a monthly retainer is based on the number of hours you’re purchasing. These hours directly correlate with the anticipated number of placements secured. A safe rule of thumb is $1,000 for every placement secured.

7. What will I get in return for my investment?
No reputable PR firm will guarantee results. That just doesn’t happen. But you can ask to see placement reports for other clients to get a feel for the firm’s track record.

8. Who else is on the client roster?
Take a look at the other companies that are working with this firm. Are they reputable? Talk with those companies about their own experiences with the firm and ask them some of the questions on this list. Key questions to ask existing clients include those about client service and results achieved.

9. Who are your references?
Not only is it important to talk with a client or two, but see about talking with a few media contacts they’ve worked with, too. Since this firm will be representing your company, you want to be sure they have a good reputation with journalists, too.

10. Who are some of your past clients?
Find out with whom the firm has worked in the past and why they’re no longer working together. Firms and clients change hands quite often, so don’t consider that a red flag. However, the story behind the departure may bring light to potential red flags.

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Your Brand: Search Engine Optimization

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So we’re all very well aware that social media is taking over the world. Most have a LinkedIn profile and many are represented on Facebook as well. Oh, and then there’s Plaxo. I’ve been spending a tremendous amount of time on Twitter; even installed Tweet Deck to stay on top of my followers. Then there’s BigSight and Naymz and FastPitch! and … the list continues.

So why do I have umpteen social networking accounts? They improve my search engine optimization (SEO). If I’m at a networking event and someone does a Google search on Jenna + Snackbox, I want them to find me easily.

Am I maintaining all of these networks? No. I do basic maintenance to ensure my contact information is up-to-date. I have four favorites, that seem to have the largest following, that receive most of my attention: LinkedIn, Plaxo, Facebook and Twitter.

LinkedIn sends me emails when something happens with my account (a connection request, for example). I make it a habit to check in with LinkedIn once a week in an effort to expand my network and be involved in the community.

Plaxo, I love. I visit the site if my contact information changes, but otherwise, the site is on autopilot, automatically updating my Rolodex with changes from those in my network. It takes less than 60 seconds to sign up for the service and it’s such a convenient network.

Facebook began as a personal network, but as more business associates began sending me friend requests, I expanded my audience. This site is a great way to share articles, tips, etc. I’ve even created a Facebook group for Snackbox. I visit Facebook as few as one time per day, or if it’s a slow day, every hour ☺.

Twitter is my new muse. I installed Tweet Deck on my computer and a Twitter application for my iPhone so I can always be dialed in to the dialogue. There is an art to “tweeting,” but I have to tell you: it’s a fantastic way to learn about your industry, the influential people in it, etc.

Of course, any network gives you what you give it. Stay up-to-date on your preferred social networks by reading articles about them, talk with those in your network and in your industry.

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What is News?

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To many, writing a news release is the cornerstone of services provided to them by their PR firm. When a news release is written, there is a perception that media will come flocking to us to do a story … well, that isn’t necessarily the case. A news release requires thought and strategy to develop it and it certainly requires a pro when it comes to pitching the news release and story ideas to a reporter.

Just because your company exists doesn’t mean it’s time to write a news release. And, when a news release is written, it doesn’t mean that every media outlet on the planet is going to cover our story. Here are some examples:

Alliance with another organization
Potential coverage: Trade media in your industry, local business media

Awards
Potential coverage: Trade media in your industry, local business media

Company birthday
Potential coverage: Unless it is a major milestone birthday (say, 150th anniversary), don’t hold your breath for too much coverage

Donations, grants, etc. you are giving/receiving
Potential coverage: Trade media in your industry, local business media. Note: the larger the dollar amount, the more newsy the story becomes.

New product, services, employees, clients
Potential coverage: Trade media in your industry, local media. Depending on the availability of your new product or service, national media coverage is definitely an option. Also, if an employee or client has a well-known name, it is very possible to go outside of trade media and into national consumer media for coverage.

Special events
Potential coverage: Local media, potentially national media depending on the type of event. Again, the larger the dollar amount, attendance, impact, etc., the more newsy the story becomes.

Obviously there are many, many more story opportunities than this, but the list is meant to give you a perspective on the thought and strategy that goes behind not only writing the news release but also who is pitched. Every news release creates different media opportunities and it’s our job to guide you in that process.

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Public Speaking Tips

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There are very few great speakers in this world and most of us can stand to sharpen our skills. I am by no stretch of the imagination a great speaker; however, I do try to employ basic strategies before commanding the attention of any room.

Have something to say. It may seem obvious, but so many people begin with a not-so-exciting topic. Research your topic (even if you are the expert) and take a look at what others are saying about said topic.

Know your audience. By knowing who you’re speaking to and more specifically, what they’re looking to learn, it makes you a more compelling, interesting speaker.

Don’t be dry. Ask yourself, “Would I be entertained by this?” Many times, the answer will be “no”. Take a look at the raw material and find ways to inject some level of entertainment. Can you use props? Visuals? Puns?

Dress the part and one step higher. If you walk into a room underdressed, the immediate message to the room is that you aren’t taking the event seriously. If you’re unsure of how to dress for the event, speak with the event coordinator or someone who has attended similar events in the past.

Don’t be negative. Don’t bad mouth the competition, don’t dwell on how awful the economy is, don’t, don’t, don’t. That five second rant will be the part many remember days later.

Be friendly. Talk with the audience before you’re on stage. Having friendly faces in the audience will relax you and it will engage them.

Size does matter. When given the choice, take the smaller room. iI’s “standing room only” that makes your session even more memorable.

Practice. It seems like a no-brainer, but so many times, especially in our industry, folks are going over their talking points in the elevator ride up to the event. If you’re important enough to impart your wisdom onto a room full of people, then you should be courteous enough to deliver a well-planned, thoughtful, rehearsed presentation.

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