Are you amplifying your earned media success?

Todays’ post is by Hollie Geitner, Vice President of Client Services for WordWrite Communications of Pittsburgh, a fellow member firm of PR Boutiques International.

If you’ve been quoted in a positive news article about your industry, or your byline was recently published by a trade magazine, congratulations! You’re now a thought leader. This is a designation many aspire to, which is why it’s important you take the care and time to leverage that incredible placement as part of your overall marketing strategy.

The blurred lines between news media and digital channels mean that more and more people, including business leaders, utilize information they find on social media to influence their business purchasing decisions. And, despite the publicized erosion of confidence in the news media, the Cision 2017 State of the Media Report indicates that most audiences view a news story as more reputable and trustworthy than a company’s branded marketing materials.

So, if you have a great story, share it! Here are some ideas for leveraging your earned media hit: 

  1. Post it to your personal and company social channels and link to the publication or media outlet. 
  2. Share it with your internal team—including sales representatives. Encourage them to use the story when meeting with clients or prospects or share on their own channels. 
  3. Put some money behind a social post to receive more click-throughs. Facebook ads allow you to target your demographic so your content is seen by those most interested in your industry. 
  4. Publish a post on your LinkedIn page. The publishing platform is very user friendly. Spend a little time writing a post about your expertise and mention the publication that originally included you or your company. This is a good way to get more detailed than perhaps what was in the article. And, once you publish it on LinkedIn you’ll see how many people view, share or engage with your post.
  5. Mention the story in your customer newsletter and in communications to Board members and other stakeholders. 

Just like you would with your marketing efforts, have a plan in place to track the post metrics, such as likes, shares and engagement. Google Analytics, social platform dashboards and even paid services such as Trendkite make it simple to pull it all together so you can easily see the impact one great story can have on your company.

Remember, don’t toss that great media hit aside. Amplify it!

 

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Read All About It! Five News Release Essentials

ExtraExtraMany business people equate doing news releases with having a public relations program, but in fact, a news release is to public relations what flour is to a cake. It’s essential, but not the only ingredient. Don’t depend on news releases alone to enhance your company’s profile. To do that, you will need a strategic, long-term plan.

On the other hand, news releases have the potential of gaining a much larger audience than ever before. Depending on your distribution method, your release can be read by almost anyone – not just journalists. This makes it even more important that you get it right.

Here are a few tips to increase the chances the information in your news release will get read:

1.  Be Clear and Concise.  There are times when company representatives – concerned about being held to account for an inaccuracy – will add so many qualifying statements to the wording of a simple announcement release that its impact is watered down or it reads like a legal document. Rule of thumb: If you are uncomfortable making your announcement without adding explanations to every direct statement, you aren’t ready to send a news release.

2.  Be Interesting.  Journalists get hundreds of news releases every day, so unless you are working for the White House or some other big outfit where millions of people want to know what you’re up to, your news release had better be written in a way to attract attention or it’s going in the recycle bin. That starts with a compelling headline and a strong WIIFM factor. Write it like a news story and include quotes and graphics, such as photos or charts, when possible. Proofread it carefully for grammar, spelling and punctuation errors. Don’t rely on an editor to wade through it to decipher what you’re trying to say; they don’t have time for that.

3.  News Means NewsThere are companies that send news releases at the drop of a hat – Joe won an award, Mary’s title changed, the company was named one of 50 top widget makers by Widget Makers of America, and so on. An endless stream of this type of “exciting news” lands on the desks of reporters and editors until, at some point, the company’s news releases are ignored altogether. Why? Because the writers don’t know what “news” is, and they end up getting that reputation with journalists. This is not a good policy, and it usually stems from a lack of perspective. If you want to know what journalists consider news, read the news, watch the news, and listen to the news.

4.  Know Where to Send It.  Deciding on where to send your news release is important too. Pay attention to the type of news that is covered in different news outlets. Is there a new executive at your company? Are you announcing a new product or service? These two news items may go to completely different editors or news outlets. If your news has wide appeal, consider using an online distribution service. Do your homework up front, and you’ll be much more effective at getting your message out.

5.  Stay Current.  Putting together a list of news media contacts is just the beginning. You will have to update it periodically to make sure you still have the right editorial contacts. I’ve seen some pretty dusty media lists over the years, and that’s one of the main reasons events or announcements don’t get covered. Keep in mind that people come and go at news organizations. They may leave for other opportunities, or just leave a particular “beat.” Don’t count on them to forward your information. Be proactive in knowing the right person to contact with your news.

This article is an updated version of an original article by Margot Dimond, originally published as an Ezine article.

 

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Your TV Interview: Make Every Word Count!

TV InterviewWhat is your media message?  In other words, what is the main thing you want your target audience to know about you or your organization?

Now – Can you say it in under 9 seconds? That’s about all the time you have in a typical TV interview sound bite.  So it’s important to make every word count.

Sound impossible?  Not if you practice.  Like most everything else, being good at media interviews is a skill that you acquire through training and practice.  And practice is especially important if you want to distill your company message into a usable sound bite.

One of the main challenges in being interviewed by the news media is learning how to tell your story in a clear and concise way.  You can complain that you aren’t given enough time to do your message justice, but you aren’t going to change the medium.  It is what it is, and if you want media coverage, you will have to adjust your communication style to be compatible with media time constructions.

Most television news shows are 30 minutes.  Take out commercial time, weather and sports, and the reporters don’t have much time at all to tell their audience the news of the day.  Brevity is essential.

So let’s say you are fortunate enough to have attracted the attention of the media, and a TV interview is scheduled.  This is your opportunity to get your message out to a large number of people at once.

You will be interviewed by a reporter (or in some cases, a camera operator), and he or she may have background information on you and your organization, but that’s not your audience.  Your audience is the person at home watching.  You must be able to clearly explain your point of view to that person – the one with very little background information – in 9 seconds or less.

You must make every word count.  And that takes practice.

Posted by Margot Dimond

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Is that all we can expect? Or did we choose the wrong PR firm?

As the owner of a professional services firm, I decided late last year that we needed to do a better job of promoting our services.  I know other firms similar to ours that receive quite a bit of attention in the media, and they seem to be expanding at a faster pace than we are, so it definitely seemed like the thing to do.  We interviewed several firms – small, medium and large – and chose the largest firm because it seemed to have the most to offer.  They touted their contacts at The New York Times and The Wall Street Journal and gave us every indication that we would be featured in those national newspapers.  Unfortunately, after six months our total media coverage has been a small feature in a local business publication.  We are very disappointed and have decided to end our public relations program entirely.  Is this a common occurrence?  Why did this happen?

In answer to your direct question:  This is not a common occurrence, but it does happen all too often.  Unfortunately, it usually happens to business owners who have never before used any type of public relations service.  If your knowledge of public relations and what it can accomplish comes from what you see on television or in the movies, you may think that PR people can pick up the phone and news people will come running.  If only it were that easy!

It is rare that a small firm or a startup gets covered in major national newspapers, and for a public relations firm to dangle that idea in front of you was very misleading.  If, in fact, they promised you editorial coverage, they are in violation of the requirement to “accurately define what public relations activities can accomplish,” as listed in the code of ethics of the Public Relations Society of America, the professional membership organization for PR professionals.

Rather than giving up on having a public relations program, why not think about what you really want to gain from it?  You seem to want to expand your business.  By that, do you mean simply to have more clients?  Or do you have a specific type of client that you would like to work with?  Once you have determined the type of client you want to reach, you will need to have your PR firm work with you to design the right kinds of messages and media outlets to effectively reach them.  At that point, you should expect to see some kind of Action Plan with tactics, activities and timetables.

Your public relations program – whether undertaken internally or by an outside firm – should be viewed as an ongoing enterprise.  It’s all about reputation building and reputation maintenance, and that takes time.

Should you hire an outside firm, or go the DIY route?  Here are a some guidelines.

Posted by Margot Dimond

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If it sounds like it’s too good to be true….

National PublicityPicture this:  You have a relatively new business – one that has received some positive publicity.  But nothing has prepared you for a call from a television production company that wants to feature you on a national television show.  Wow – What luck!

You haven’t heard of this program, but the producer drops the name of a famous broadcaster and indicates that he or she is affiliated with the program.  You are impressed.  The producer sets up an interview day and time for you because they have to see if you are a “good fit” for the program.  During the interview, you are told that you will be responsible for paying $20,000 in production fees to produce your feature story.  Apparently, being a “good fit” means being willing to pay.

This month, one of our clients received two of these calls.  Our client refers all calls from the news media to our office, and we check out the media outlets and reporters with which we are unfamiliar to see if they are legitimate and, if so, what kind of stories they do.

These callers gave us pause.  For one thing, they didn’t want to talk to the public relations person; they only wanted to talk to the CEO.  That’s a red flag.  Most reporters or producers do not object to having their interview requests screened by a public relations person.

Second, in each case, the “producer” said he wanted to interview the CEO to see if the company would qualify for their program.  This is nonsense.  By the time reporters call for an interview, they already are interested in doing a story.

After investigating, we discovered that these programs were “pay for play” schemes.  Pay for Play in the media has been around for quite some time, but never promoted in such an underhanded way.  Many magazines – especially trade magazines – will tell you upfront that if you buy an ad you can get editorial space as well.  The same goes for infomercials – those paid-for time slots that promote products in a talk show setting.  But only in the past few years have we seen this type of deceptive approach.

How do you tell Pay for Play from the real thing?  You should immediately get off the phone if:

1.  You have never heard of the program, while the person on the phone is insisting it’s a big deal.  If you’ve never heard of it, it either doesn’t exist or isn’t worth your time.

2.  The person calling wants to interview the business owner or top executive to see if they “qualify” or are a “good fit” for their program.

3.  The caller is insistent about talking only to the business owner or top executive.

Posted by Margot Dimond

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