Tips for a Successful Media Interview

By Yahaira Hernandez

Some people feel comfortable being in front of a camera, others may not feel the same way. In the public relations industry, we are taught how to execute media training for our clients. We always find it rewarding when we see a timid business owner become the confident spokesperson of his or her company.

Even if you don’t think you will ever have to participate in a media interview, it would still be beneficial to learn how to remain poised and speak eloquently during an interview.

Here are some tips to help you prepare for a media interview:

  • Be Prepared Planning your answers, having notes on hand, and even practicing in front a camera will make you sound more articulate and make your speech more effective
  • Set Goals Make it a priority to stay on track with your message, watch your body language to heighten your credibility, and learn how to “bridge”, or transition from a subject matter to the message you want to communicate
  • Know Facts By including facts or citing sources, you can increase your credibility and your message can make a bigger impact
  • Relax Remember to breathe and remain calm during an interview; by giving intelligent answers with a soft tone, you will appear more likeable and compassionate
  • Don’t lie or Admit Guilt If you don’t know the answer to a statement say “I will have to get back to you on that”, and if you are being accused of something, say that you are looking into the matter to make sure the event will no reoccur

These are just a few helpful tips to keep in mind. We at Snackbox can always give you more insight and training on delivering a well prepared and successful media interview.

 

 

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“Put That Release on the Wire”

By Yahaira Hernandez

At Snackbox, we know how to find and distribute great news for our clients, from publicizing a new product or event to announcing a new service. These special news announcements allow us to create and submit a news release through a reputable wire service that lets us connect and engage with the media that delivers news to your target audience.

A wire service sends news releases to assignment editors at newspapers, magazines, radio stations, television stations, or television networks. These wire services have evolved from mailing or faxing services to online commercial, fee-based press release distribution services.

Therefore, the traditional meaning behind “Put that release on the wire” meant, “Fax the news release to individual editors from one source.” Today, we use the same six words to refer to an electronic wire distribution service that we can say without a doubt, makes us do our jobs much more efficiently.

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8 Great Tips for Combatting Writer’s Block

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By Yahaira Hernandez

Ah, the dreaded writer’s block. We have all endured it at some point in our lives. You go from having many creative thoughts pouring out of you to blankly staring at your computer screen waiting for words to come to mind. Then you struggle to overcome this mental block and you feel that walking away and returning to complete your work sounds like a good idea but you have a deadline to worry about.

Well, fear not my friends, we have some good news for you. We have compiled a list of eight great tips to combat writer’s block. Try out these simple, yet effective strategies to get back into the flow of writing.

1.     Take a Break. When you are feeling stuck, take a few minutes to rest your eyes and focus on completing an errand, then you can return to your writing feeling a bit more energized 

2.     Get Creative. Whether it’s painting or taking photos, focusing on another creative project, and one as therapeutic as an artistic hobby, exercises your brain and your creativity.

3.     Freewrite. When you begin to feel stuck, grab a pen and paper and begin writing random thoughts that come to your head, this can help you recall information, vent frustrations, and think of new ideas.

4.     Make a Schedule. Discover when you work best and take advantage of that time period to easily put you in a writing mood and be 100 percent focused.

5.     Eliminate Distractions. Turn off your phone, avoid the internet, clean up your desk, wear comfortable clothing and make sure you are in a good working environment.

6.     Set up Deadlines. Nothing can motivate you more than a strict deadline. So, avoid procrastinating by encouraging yourself to write great material that could potentially be ready way ahead of schedule.

7.     Carry a Notepad. Whether you are running errands or shopping, new ideas can quickly come and go. But if you have a pen and paper with you at all times, you can be sure to have inspiration ready to get you back on track.

8.      Read. Get inspired by reading your previous work or reading a newspaper to get your creative juices flowing again. News coverage, images, or ideas can be the greatest inspiration when you are feeling stuck on a project.

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The News Release Isn’t Dead

It isn’t dead … just stop over-using it!

By: Christine Vivoli

Just because a news release is written, it doesn’t automatically guarantee media coverage. To that end, there are a number of materials that we use in order to get the job done.

The news release isn’t the first step in the publicity process. Instead, begin by identify the news, the story you have to tell. Your story must be unique and newsworthy, attractive to the audience that will be receiving the news. Think about the reporter as well as the reporter’s audience.

Once we identify a set of story angles, we move into developing the story’s supporting materials. Every pitch is different, so depending on the angle, audience and overall goals, we’ll determine exactly what we need in our arsenal.

Pitch: A brief (two to three paragraphs, max) email that outlines the story and why the reporter should care.

Media Alert: Used only to promote events, this is a one-page document that highlights the “who”, “what”, “when” and “where”.

Fact Sheet: Used to illustrate quick bites of information when the subject matter is a little heavier or new. We use these most often when it comes to a new product.

News Release: We use news releases ONLY when its big news … a product launch, a new location, a big milestone in the company. But we don’t use news releases to communicate story ideas.

A lot of people have been declaring the news release as “dead” for several years now. In our opinion, that’s a little drastic. While it may not be dead in our eyes, it’s very, very overused and often misunderstood.  At the end of the day, the key message here is that reporters are very busy people and you want your story to get noticed.

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Elements of a Strong Story Angle

By Christine Vivoli

Every story is unique, but what truly makes a story angle strong? I interviewed Snackbox’s PR pros about their insights and secrets into what the process entails.

Q: What element of a story angle best catches a reporter’s attention?
A: Probably relevance to the publication. Is it a good fit? Meaning, will the readers, viewers, listeners be intrigued.

Q: What is the most important element of a strong story angle?
A: There are several. I would say creativity, relevance, proximity and timeliness are all key.

Q: What makes a story angle strong?
A: Uniqueness and relevance to the target audience.

Q: Where does inspiration for a story angle come from?
A: A number of things including current events, trends, location, etc.   A strong PR person will try to get into the mindset of the specific target audience (example: teenage girls, moms, men who golf, people who own pets, people from Austin, etc.) and will brainstorm angles with that population in mind.

Okay, public relations pros, anything to add to our list of what makes a strong story angle?

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How to Select the Best PR Firm

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By Laurie Leiker

You’ve got the next great business idea.  You’ve got the backers excited about your idea, the staff is in place and you’re ready to hit the streets.  Now all you need is a public relations firm to put that professional touch on your brand.  But you’re a business person; you don’t know the first thing about choosing a PR firm.  Don’t worry about it!  We’re here to help!

The first thing to remember is that bigger isn’t always better nor is the most expensive; sometimes, bigger is just big, with a big price tag to go with it.  Often, smaller boutique agencies are better equipped, more flexible and better attuned to you than a bigger agency, where you have to fit into their model, rather than having a model that fits to your needs.

Start with a list of potential public relations firms.  Get recommendations from your backers and other business owners in your field.  Don’t confine yourself to just local agencies; boutique agencies that specialize in your field may be in a different city, but are better able to handle your needs.  Check website such as PR News to find agencies submitting press releases similar to what your company is doing and add them to the list.

Next, put together your list of questions.  Here’s our considerations:

  • What experience do they have in your specific field?  Does the agency represent a wide range of companies in different fields or do they specialize in your industry alone?
  • Ask for a proposal.  Some agencies have a standard plan they use for all new clients but remember – it’s your company, so you have the right to see how they’re planning to represent you before you sign a contract and make changes up front so it better fits your needs.
  • Within the proposal process, is it all-inclusive or are there a la carte charges?  Hidden or unmentioned charges can come back to bite you so ask for everything in writing up front so there are no surprises.
  • Is there a guarantee?  If there is, run away.  A public relations agency can tell you what is likely to happen, based on their experience, but they cannot guarantee anything other than the fact that they’ll do what they say they’ll do in writing.  If they guarantee you a certain number of placements, they’re trying to pull the wool over your eyes.
  • What is their process for publicizing your company?  Ask about their “pitch” process; a pitch is the manner in which they approach you with an idea and then follow it through to the various media outlets.  Do they rely heavily on press releases or social media?  Do they go personally to the media outlets or do they go through websites like PR News?  Ask to see a few recent pitches they’ve done for other clients.
  • Ask about their top recent successful placements.  The agency should be proud of their accomplishments, so they should be excited to share them with you.
  • Ask about their top regrets.  The measure of a company is less about what they do right and more about how they handle it when things go wrong.  Each time something goes wrong, there’s an opportunity to learn a lesson, so looking at their regrets will give you an indication of how they’ll handle you if things derail.  Consider it a big red flag if an agency isn’t willing to share their failures along with their successes.
  • Ask about their ideal client relationship.  Does their ideal relationship look like one you’d be happy with?  If the agency basically likes to be left alone to do their jobs with little contact with you but you want more contact, there may be an issue down the line.  Getting the right feel for each other can mean the difference between success and less than success.
  • Reporting.  Make sure the firm you choose intends to report to you often to show you what they’ve been working on, what’s coming up next and the type of coverage they’re securing on your behalf.
  • Ask for references.  Any reputable agency should be more than willing to give you a list of references.  But don’t make the mistake of getting references and then forgetting about it.  Call each reference and ask about how the agency was to deal with, pros and cons, what went right and what went wrong.

Once you’ve done your homework, then weigh all the information as a whole.  The agency with the least number of red flags should be your best bet.  But remember – not every agency works well with every company.  What works for you might not for someone else and vice versa, so doing your homework is essential when choosing the right PR firm for your company.

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What’s Your Reputation?

Quick! What is the first word that comes to mind when you think of Lindsay Lohan?  What about Charlie Sheen?  How about Oprah? All pretty different answers, huh?  Why is that?  And why would most of us have the same answers?  It all has to do with reputation and the way  people are portrayed to the public.

Reputation is one of the most important things you can build as a business, organization or even individual.  And the good news is that we are all in charge of our own reputations and the way we are perceived.  Here are three ideas for building a positive reputation for your organization.

Community Outreach
I will be the first to admit that there are not enough hours in the day!  (As I’m sure many of you would agree.) But in order to develop a positive reputation in your community, you have to get involved!  Volunteer work is a great way to build connections and demonstrate that your organization goes above and beyond.  Participate in a fundraiser, host a charity 5K run, or organize a food drive.  Not only will you be making a difference, but you will also be connecting with community members on more of a personal level.

Social Media
Social media is EQUALLY important.  Why?  Because it allows you to reach out to many, many more members of your local – and virtual – communities.  Stay connected by posting interesting updates and ideas from your organization.  Seek customer feedback.  Answer questions!  The more you interact with your audience in a personal, positive and timely manner, the better the reputation you will build for your brand.

Positive messaging/imaging
This is also a very important point I’d like to make.  Make EVERY message you put out there a positive one!  Why?  Let’s think about it for a second.  Have you ever been around someone who is ALWAYS negative or pointing out the bad?  How does that person make you feel?  Do you want to be around them?  I’m guessing the answer is no.  Sure, we all have bad days…mistakes happen…you lose a client or a job.  But in the end, it’s the way you handle yourself that will really influence the public.  Always remember that people are drawn to positivity.

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PR 101: How to Avoid a Crisis

How a Local Non Profit  Lost Passionate Supporters with Just one Email

Philanthropy is something that my family and I are passionate about as a means to give back to the communities we live and do business in. Over the years we have been involved in numerous organizations across the United States on both the national and local level. One of those groups, my family has donated thousands of hours and dollars to, recently created a PR nightmare for itself that was entirely preventable.

I received a form letter email from a major Austin-based nonprofit regarding their young boosters fundraising group of nearly 150 strong was going to be dissolved. As shocking as the news was, I was even more taken back by the lack of strategy behind delivering such a major announcement that will surely effect the lives of many.

I wasn’t a part of the committee that determined the group should go away and that decision is not part of my post. This is more about the way the way information was shared and to help other non profits avoid making the same mistakes.

1. Draft key messages about the changes within your organization and appoint a spokesperson for that topic. The spokesperson should be easily accessible to leadership council, members, media, etc.  Make sure you use simple, strong words that are unambiguous and clear.

In the case of this group, there was no real direction given regarding who should be contacted if questions or concerns existed.

2. Hold an emergency meeting with your leadership council to alert them of the decision by the board of trustees. Allow the leadership council to air their frustrations, talk through what’s next and determine the best way to communicate the information to the members. This is one of your first lines of defense against a PR crisis.

With this group, it appears that leadership council (outside of the chair and incoming chair) knew only 20-30 minutes prior to general members receiving emailed communication. Your leadership council is there for a reason and use them to keep the crisis at minimum. Communicate with them early and enlist their help in delivering the information to the rest of the group. ESPECIALLY when the group is as small as the one I’m referencing in this post.

3. If you must send a mass email, at least personalize the greeting to each person so that it feels as if the executive director is speaking directly to the person receiving the note. Don’t use your eNewsletter distribution service, the same one that you use to alert members about a Liza Minnelli or Kathy Griffin performance.

4. It’s all about timing. This group chose to do their unpersonalized, lengthy, mass emails at Friday after 6 p.m. At this hour there is absolutely no opportunity to contact any staff to air concerns or get questions answered. To a seasoned marketer, it shows this group either A) weren’t expecting backlash or B) were afraid of reactions and wanted to give the members a chance to calm down over the weekend.

Further, if members are reaching out to you with questions or concerns, be sure to answer their calls, emails, posts, etc. in a timely manner. The word “timely” should, at minimum, be defined as same day; however, I recommend within the hour.

5. We’re a very social world these days and with an active Twitter and Facebook account, why is the organization not communicating with its members and followers? At the time of this post, the last status updates made by the group were regarding the party hosted just days before the earth shattering announcement of the group dissolving.

6. Use your media contacts to alert the community about the organizational changes. Again, at the time of this post, no news surrounding the group has appeared. No communication is readily found about what is next for the group, its members, the arts community or the nonprofit it benefitted.

7. Don’t use form letters to respond to angry people. Address the person by name and customize the response based on their complaints. The first step in converting someone from angry opponent to content team member is to acknowledge the complaint and address it head on.

Bottom line? You have to think clearly about the language you use and how to disseminate the information. You can’t ignore a crisis and expect it’ll go away. Ignoring a crisis only adds fuel to the fire.

What are your top tips to avoid a crisis?

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Working Breaking News Via BlackBerry

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by Anna M. Gonzalaz, @WebAnna on Twitter

When initial reports came into the newsroom about the shootings at Fort Hood, the information was spotty – as it usually is in the beginning. We had all just come out of the afternoon meeting and the assignment editor yelled out the information: multiple soldiers shot; possibly three gunmen on the loose; one gun man may have been caught.

Web producer Kevyn Oakes searched Twitter and other sources for any news of the shootings. Nothing came up. Within minutes the assignment editor on duty had a few facts confirmed: multiple soldiers had been shot on base.

Kevyn and I carefully crafted what we knew in less than 140 characters. The tweet went out and began reverberating throughout the online community.

Meanwhile, reporters were being thrown keys to news vehicles and gathering gear. The assignments weren’t certain yet, but they had to start on their way. The assistant news director looked at me and asked if I was ready. It was a legitimate question. I had only been at the station for four days.

Once on scene, I stuck to my television counterparts to get a sense of what was happening. Most were waiting for press officials, getting ready for live shots in front of the entrance gate, and generally trying to get any information possible.

I got my laptop out and realize there was no power. Without internet access, it made if impossible to send back text, images or video. The good news was, as soon as video was shot, it was sent back to the station and published online. I could put my focus elsewhere.

I got out my BlackBerry and started taking pictures. I called back to the station, where web producer Jessica Sondgough had taken the shift over. Her job consisted of filtering all the information coming in and posting it online. I asked her to now start watching for my emails of pictures and text updates. She started an online gallery and a story based on my updates.  By the end of the night, we had an entire section dedicated to the latest news coming in from Fort Hood.

The breaking news event also marked the beginning of the station’s commitment to online coverage. We now send web producers to every major news event. This frees up reporters to focus on their television coverage. The web producer can focus on taking a multimedia approach to telling the story and getting updates to the site as fast as possible.

Web producers will also share video and sound for the television product, and our reporters are fantastic about getting the story to the Web site with additional resources and media. It’s all part of an effort to move away from being a television station and into a multimedia newsroom.

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Jenna’s Media Relations Commandments

1. Thou shalt research EVERY reporter on your media list. And research is *not* defined as hopping onto Cision … that’s just the beginning. Research their name, read the articles they’ve written in the past and be DAMNED sure they are the best contact for your pitch.

2. Thou shalt keep news releases to no more than one page. If it needs to be longer, create supplemental documents. I don’t want to read a novel to find the story idea and neither do our reporter friends.

3. Thou shalt never call a reporter unprepared. Before picking up the phone, outline what you’re going to say and before bolting into your pitch, be kind and ask the person on the other end of the line if now is a good time to talk.

4. Thou shalt never be pushy or grumpy or abrasive even if the person you’re pitching is pushy or grumpy or abrasive. It’s our job to make a reporter’s life easier and to push our client’s messages out to their key audiences. If you’re facing a hostile contact, politely end the conversation and try again later.

5. Thou shalt take copious notes when pitching. Keep track of who you’re reaching out to, the date and time of each attempt to reach them, and a diary of what was discussed. These notes are incredibly important when updating the client and you can always reference them the next time you have to pitch that contact for this client or the next one.

6. Thou shalt update your client. Don’t keep pitch progress a secret and don’t make it a mystery. It’s just as important to share the successes with your client as the failures. Use your detailed notes from commandment number five to keep the client looped into the process.

7. Thou shalt research editorial calendars and find appropriate fits for the client. Keep a master calendar for all relevant opportunities and keep track of lead times so you don’t miss something good. Contact the editor well in advance of the deadline to find out who is writing the story and what sort of content will fill it.

8. Thou shalt be smart about photos. Make sure your photos are 300 DPI JPGs. If they aren’t, get to know the basics of Photoshop so you can make the changes to the images. Have them at arm’s length when pitching reporters.

9. Thou shalt name files intelligently. A good rule of thumb is to include the client’s name, a BRIEF description and the date. We typically use an underscore to separate each bit of information. For example: Snackbox_FAQ_041210

10. Thou shalt not send attachments until AFTER the reporter has said, “Yes, I’d like more information.” When sending a news release, copy and paste that booger into the body of the email. Don’t expect the reporter to open attachments from strangers, don’t unnecessarily clog up their inbox, and don’t you dare send a virus.

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