Good News Gal

Communicating Without Walls: How PR is Influencing the Digital Landscape

The Rochester Chapter of PRSA is hosting the 2011 Northeast District Conference in Rochester, NY on Wendesday, September 28th. The theme of the conference is "Communicating Without Walls: How PR is influencing the digital landscape."

I will be presenting "PR in a Social World: Top strategies for gaining visibility in the Digital Age"  where I will share the PR tools, platforms and tactics needed to communicate effectively in the Digital Age with the people who matter most to your organization, product, service, cause or brand.

There are many great presentations planned for the day including a media panel.

To register for the conference, click visit here.

I hope to see you there!

The best ways to meet the press

As you know, developing a good rapport with journalists is critical to the success of your PR program. Building relationships with the folks in the media is just like building a friendship.  Make sure to give it the time, attention and respect it deserves!

Here are a few ways that will help you to get out in front of the media so that you can start developing your relationships.

• Media Interviews
• Events (ground breaking, unveiling, ribbon cutting ceremony, fundraiser, grand opening celebration, product launch, awards ceremony, speaking engagement)
• Media Tours
• Analyst Briefings
• Desk-Side Briefing
• Introductory Calls
• Press Conferences
• PR /Media Seminars

 

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Canning An Agent or Client

Every media outlet that we turn to is carrying stories about Hollywood's latest jail bird, Paris Hilton, who is behind bars for violating her probation in an alcohol-related reckless driving case.

Today, news about Hilton's agency, The Endeavor talent agency, hit the wire as they announced that Paris is no longer a client. Click on this here to view the story that was reported in USA Today.

Terminating a relationship with a client / agency is a big decision.  In most cases the it is very evident that the relationship must come to an end or you wouldn't be questioning it.

As a publicist, I know how critical it is to work with an individual (or company spokesperson) who is reliable for and during media interviews, comes across as a good interviewee and relays honest and accurate information.  If your client falls short in any of these areas, then you run the risk of jeopardizing your own relationships with journalists / analysts. 

For those of you who have retained an agent, it is equally important for you to select one that is reputable, reliable and highly ethical.  After all, it is your reputation at stake too.

Off the Record!

Today, I had an opportunity to meet with top senior fashion editors for some of the most popular luxury lifestyles magazines during national media interviews in New York City.

During one of the interviews, I had the priveldge of meeting Ms. Karen Alberg Grossman. Karen is the editor-in-chief of MR Magazine, a fashion trade publication that she launched with Stu Nifoussi, publisher, in 1990.

In the January issue, Karen's editor's letter entitled "Off the Record" discussed her frustration with publicists monitoring their spokespersons every word during a media interview and executives who are reluctant to discuss industry issues "on the record." You can read her letter here.

Karen also brings up a good point on "Why some of our industry’s best thinkers never get credit for their thoughts." It's because they are too afraid to take responsibility for what they say.

One thing we have to remember as good publicists is to work with spokespersons in developing key messages prior to going on any media interview. We should be asking ourselves whether or not the message(s) tells a story that is newsworthy, noteworthy and would appeal to the audience that you are trying to target.

Karen's points are valid. If you are talk "off the record" too often, then you run the risk of losing an opportunity to get your message(s) out and positioning yourself as the expert on the particular subject matter. Afterall, that's what PR is all about, right? You can also end up really irritating a reporter who sets out to cover a story, but comes back without any newsworthy informaiton - and nothing to report on.  There's a fine line between giving the reporter just enough information that  will help gain media coverage, but not giving out information that could become alienating.

There certainly are times when it is appropriate, however, to talk "off the record." For example, if you are trying to capture a reporter's attention prior to announcing something and it is necessary to release information as it unfolds. Or, when informing a reporter on a particular occurrence that you feel is necessary to share,but could jeopardize your employment status, reputation, etc.

If you do decide to conduct business "off the record," I highly recommend having a written agreement between the parties involved stating exactly what the disclosure guidelines are and an effective date. I suggest shying away the verbal agreements. It gets too confusing to remember what is fair game to discuss publicly.

Karen gives all of us publicists some great advice to follow!

PR: Either You Get It or You Don't!

I caught up with a friend of mine who is in the broadcast media yesterday. As an an assigment editor for one of the major television news stations in the Rochester market, RNews, Time Warner, Lynn Wesley is the decision maker on what stories will make the multiple newscasts each day. She then assigns the stories to reporters and video journalists to cover.

Over dinner, we discussed the ins and outs of both the media and PR profession, how they are interchangeable, and how they collide. We spent much of the conversation talking about how there are few publicists who really "get" PR.

It actually amazed me to hear how many public relations professionals out there pitch the media and don't have a clue about what the topic and media relations. Wow!

For those of you questioning whether or not you are guilty of not really "getting" PR, or questioning whether or not you have what it takes to create and deliver a great story, here are a few things that I can share with you on effective PR...

• If the topic isn't newsworthy, don't position it as if it is.
• If you haven't done your homework, don't pitch the media.
• If the information isn't credible, you'll damage your reputation (permanently).
• If you have "old news" on your hands, ditch it.

• Follow-through is necessary.
• Know your audience and who you are pitching to.
• Manage your own reputation consistently.

Are you still questioning yourself now?

Publicists are Trained Professional Liars!

Did anyone catch Kelly Ripa this morning on Live with Regis and Kelly when she blurted out that publicists are trained professional liars? 

Are we?  We're trained, we're professional (well, most of the time), but we're not liars!  We tell the truth - sometime's we just chose to use words that make the topic more glamorous.

In fact, the Public Relations Society of America developed a Member Code of Ethics that is designed as guidelines for PR practitioners to use as they carry out their ethical responsibilities.  The Code covers professional values, principles of conduct and commitment and compliance.  Here is a snapshot on honesty and accuracy.

• HONESTY
  • We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.

• DISCLOSURE OF INFORMATION
  • Be honest and accurate in all communications.
  • Act promptly to correct erroneous communications for which the practitioner is responsible.

As a publicist and/or spokesperson, you have an obligation to always be upfront and honest. If you are approached by the media on a subject matter that you cannot discuss at that time, it's ok to say so. The worst thing that you could do is dodge the media or say something that isn't true.  You'll damage your reputation and credibility in a split second.  

Also, if you are caught off guard by the media.  Simply give them a time when you will be available for comments (be reasonable...they have a story that they are expected to deliver), gather your thoughts / create your key messages, and then do the interview.

Sometimes we are presented the awful task of having to tell a client that they blew the interview. That's what sparked discussion between Regis and Kelly referring to Regis's recent appearance on the Late Show with David Letterman last night. Apparently, Regis feared asking his vice president of publicity how he did on the show.  When he did, the response that he got was, "You tried your best."

Ouch!

Regis Philbin then remarked that the only one who is ever protected is the publicist.

A good PR professional is ALWAYS in control and managing all messages very carefully.  However, we have no control over how someone interprets a "story" or the comments made during a media interview. Therefore, we must always be well prepared when delivering a message on the record.

And, speaking of 'on the record'... I have some thoughts on that, too. Stayed tuned for those.