media relations is a two way street
Posted by: Deanna White on: May 25, 2009
I hate to turn down business, I really do. But when a potential client comes to me with his “great story idea that will revolutionize his industry” and wants me to help him get media attention, I listen… and I listen… and I listen some more. And after about five minutes of “listening”, (of him trying to convince himself of the story potential, rather than me), it is clear to me there is no story, no angle, and sadly, no business!
Instead of turning him away gracefully, I offered him some frank and practical guidance before sending him back to the drawing board – which I will now share with all of you…
News releases are not, I repeat, NOT blatant sales pitches. Media relations is a two way street. In order to convey a message that you want your target audience to hear and remember, you have to give journalists the story angles that they need and that would be of interest to their readers, viewers, and listeners. Although most journalists will certainly connect the dots on their own, it’s best to cut to the chase and do it for them.
A release with content that is newsworthy in style is more likely to get media attention rather than simply a promotion of your product of service. (Reporters and editors receive these kinds of pitches every day by the hundreds – please don’t add to the pile). If all you send out is an advertisement in the format of a press release, you will more likely get a call from the sales department asking if you would like to take out an ad rather than a reporter looking to cover your story. Remember, building credibility with the media is as important as creating it for your company, and when it comes to media relations – one rarely exists without the other.
build a bridge and ace your media interview
Posted by: Deanna White on: May 19, 2009
I’ve heard many horror stories over the years from people who have been interviewed by the media, initially excited by the opportunity, but then surprised to see how their quotes are used or the information they provided is represented. If a reporter calls you out of the blue to do a story – chances are, they already have a story idea in mind and are looking for quotes and additional facts to support their story. If you do get such a call, ask if you can call the reporter back in 30 minutes… you’ll need time to prepare your key messages. Before you hang up, be sure to get the answers to the following six questions. They will help determine the context of interview.
- Which media outlet are you working for?
- What’s your deadline?
- What’s the angle for your story?
- Have you reported on this kind of story before?
- Who else are you interviewing for the story?
- What can I do to help you with this story?
With the answers to these questions, you will know what kind of story the reporter is working on and can anticipate what you’ll be asked. Prepare what you are going to say, and just as equally important… be prepared on how you are going to deliver it.
When you call back, (and DO call back), don’t just wait for the reporter to ask his or her questions, but rather, turn it into a conversation. Try leading off the interview with your key message – perhaps something like… “Before we get started, let me tell you about what we’re doing here at XYZ and why we’re so excited…”
When you feel the interview is taking a slight turn from where you anticipated or want it to go, build a bridge. Bridges allow you to take charge of the interview and provide the perfect opportunity to take the media conversation back to your key messages and the story you want to share. When speaking to a reporter, use creative bridges that will help transition into your key messages such as:
- Another thing (readers/listeners) would be interested in knowing is
… - Building on that point…
- At the end of the day, what this is all about is…
- Now, having said that…
- It’s also worth noting that…
- What’s important to keep in mind here is…
- Looking at the big picture…
If you’re asked a tough question, answer it to the best of your abilities and then transition to your key message. If you’re asked a question you can’t answer, explain why (”I don’t know, that’s confidential, I’m not going to speak on someone else’s behalf”) and then say “now, what I can tell you is…” and transition to back your key message.
Sounds pretty simple, doesn’t it? I’m not saying media interviews are easy, but with practice and does become easier. The media is not the enemy. Reporters are not to be feared with hidden agendas. They have a job to do and so do you. When you know upfront what to expect and can stay focused on delivering your key messages with the use of effective bridges and transitions, you will ace your interview and may be pleasantly surprised when you see / hear your name in print or on the air.
storyline t.i.p.p.s
Posted by: Deanna White on: May 12, 2009
Building credibility with the media is as important as creating it for your company, and when it comes to the pitch, one rarely exists without the other. Working with the media should be a planned, well-supported and carefully executed effort. When pitching a story to the media, you will need to make sure its relevant. In other words, ensure that the content appeals to editors and reporters, and more importantly, their audience. Here are some storyline tipps, (no - that’s not a typo), that will curb the urge for a reporter or editor to file your release under “g”:
Timeliness (what’s happening now or about to happen?)
Interest – (is there a human interest component?)
Prominence (anyone familiar involved?)
Proximity (what’s the local angle?)
Significance (what’s this mean for the community?)
When you develop a clear, concise and compelling pitch that best reflects the above t.i.p.p.s and focuses on what is truly considered “news”, you will have a better chance of getting your story print, on air and on the web.
what station are you tuned into?
Posted by: Deanna White on: April 30, 2009
Through PR, we paint the big picture related to a product, service or issue at hand. Effective media relations can raise awareness, increase understanding, build support and encourage involvement, secure commitment among the community, among others. But before pitching a story, you should understand which station to tune into.
Every individual or organization looking to bolster their community presence should be tuned into WIFM. Focusing on the rationale behind What’s In It For Me will set the tone. Are you looking to be recognized and respected with the general public? Gain community support? Create a higher profile? Know what your media objective is upfront before engaging in any PR activity.
Every reporter and editor is tuned in to WSIC. Translation – Why Should I Care. Think about why a reporter should do a story on you or your business. Why should the media outlets readers, listeners and/or viewers care? The more compelling your answer to WSIC is, the better your chances of getting good media coverage for our story ideas.
interview quick tips – part 4
Posted by: Deanna White on: March 6, 2009
Can we talk? TV and radio talk shows
A great opportunity to raise your profile, talk shows are always looking for dynamic guests who are informative and entertaining and can keep audiences tuned in.
3 talk show formats (you’ll know ahead of time which one you’re doing):
- You’re it. You’re the only guest talking with the show’s host. If it’s a good news story, you’ll be on the same page. If you’re talking about an issue, you may be taking opposite sides and debating.
- You’re part of a panel with other guests who will likely have different points of view. The host will play moderator and provoke debate if there’s a lull.
- You’re taking calls from listeners and viewers.
Talk shows are usually broadcast live to air. Think of a talk show appearance as a conversation rather than a sermon. Everyone likes to eavesdrop on a conversation. No one likes to be lectured to.
If you get into a debate….always take the moral high ground and stay on the right side of an issue. Calmly state your key points and back them up with facts. Don’t respond to hostility, don’t get flustered and don’t take any of it personally.
interview quick tips – part 3 – the right tips
Posted by: Deanna White on: March 4, 2009
Say it with pictures – television interviews
- Deadlines are usually morning, noon and afternoon.
- Brief stories – 60 or 90 seconds, with 20-second soundbites.
- Strong visuals are key to TV news. Show people doing things and have interesting things going on in the background.
- Interviews are usually taped on location and then edited (rarely live).
- Talk with the reporter and ignore the camera.
- Viewers are both watching and listening to your interview so pay attention to your body language.
TV interviews – the right tips:
- Dress right: blue / gray best, avoid bright colours or stripes
- Sit right: straight in the chair, lean slightly forward
- Stand right: straight with your feet shoulder width apart, one foot slightly ahead of the other, don’t rock
- Move right: talk with your head, shoulders, hands, use gestures to reinforce your key points
- Emote right: expression should match what you’re saying
- Look right: look the reporter, not the camera
- Talk right: short, simple and lead with your strongest messages, assume the microphone is always on
- Leave right: no heavy sighs of relief, grimaces or bolting for the door.
interview quick tips – part 2
Posted by: Deanna White on: March 2, 2009
On the air – radio interviews
- Deadlines are usually hourly.
- News stories and newscasts are very brief – 30-second stories with a 10-second soundbite.
- Most interviews will be done by phone, taped and edited for broadcast.
- Reporters may show up for events and announcements.
- Radio listeners only hear you once. They can’t reread what you’ve just said so speak clearly, simply and slowly.
- Use short and complete sentences.
- Energize your voice to give it character and colour and grab listeners’ attention.
- Smile (radio pros call this “putting teeth in it”). Listeners won’t see your ear-to-ear grin but they’ll hear it in your voice.
interview quick tips – part 1
Posted by: Deanna White on: March 1, 2009
Thanks all for your feedback on what you are interested in learning more about – because inquiring minds want know… here is part one of a series of interview quick tips by media type. Let’s start with print.
![MPj04055000000[1]](http://storylinepr.files.wordpress.com/2009/03/mpj040550000001.jpg?w=237&h=185 "MPj04055000000[1]")
Getting it in print: newspapers
- Deadlines are usually same day, with reporters writing their stories by mid-afternoon and filing by 5 – 6 p.m.
- Most of the stories we tell will wind up in print – newspapers have the biggest “news hole” to fill.
- Talking with newspaper reporters is a good place to start if you want to build up your confidence – there are no microphones or cameras.
- Interviews will be done in person or by phone if the reporter is too busy to leave the newsroom.
- Always agree to have your picture taken – everyone looks at photos. Not everyone reads stories.
- Your interview may only be used to provide background – don’t be disappointed.
- Stories are generally written at a Grade 6-8 reading level so talk at that level too.
- Editors – not reporters – write headlines.
- Reporters may call back with more questions or to follow-up on a point you made in your earlier conversation. Please call them back!
a reporter’s job (and yours)
Posted by: Deanna White on: February 4, 2009
When pitching a story idea, it’s important to understand the life of a reporter. Here’s the Coles notes version.
- High pressure job.
![MPj04017870000[1]](http://storylinepr.files.wordpress.com/2009/02/mpj040178700001.jpg?w=191&h=243 "MPj04017870000[1]")
- GET IT FIRST, GET IT FAST, GET IT RIGHT.
- Professional questioner.
- Generalists who know a lot about a little, (quick studies).
- Well educated – college, university or both.
- Constant deadlines and juggling multiple stories.
- Demanding editors who assign and reassign stories and who need to be sold on story ideas.
- Short-staffed newsrooms and tight budgets.
- Unpredictable and long hours.
- Competition:
~ With other media.
~ Within the newsroom – get the top story, best assignments, awards, promotions. - Needs a steady supply of story ideas and a network of reliable contacts.
What reporters really want is usually pretty simple. They want their calls returned, a quote for their story, and they want to do their job and go home. You can make it hard for them – or easy – the result is vastly different…
5 ways to make it as easy as possible for a reporter to tell your story…
- The number one request from reporters is RETURN PHONE CALLS. Most reporters are working to a daily deadline.
- When you pitch a story to the media, be accessible once the story’s been pitched. Check phone messages, stay in touch and work to the reporter’s deadline.
- Be quotable. Talk in SOUNDBITES. Don’t talk in jargon or industry-speak. Tell a story rather than recite facts and stats.
- Simplify the story for the reporter. Give executive summary highlights. Don’t go into great detail unless asked.
- Offer to e-mail or fax background information, reports, weblinks to help the reporter tell your story.
5 ways to ensure your story never sees the light of day…
- DON’T ASK TO REVIEW THE STORY before it’s printed or goes to air. Trust the reporter to get the story right. The only person who reviews a reporter’s story is an editor (and he/she doesn’t like it much).
- Don’t talk for 30 minutes and then tell the reporter that you don’t want to be quoted. Everything you said before, during and after the interview was on the record and can be used by the reporter. Never say anything you wouldn’t want to see attributed to you.
- Don’t ask the reporter for a copy of the story after it’s printed or has gone to air - a PR consultant or service can do that for you.
- Don’t tell reporters that your company advertises with their newspaper, magazine, TV or radio station. Reporters don’t care and some might think you’re trying to blackmail them. Editorial judgment is not influenced by advertising.
- Don’t tell the reporter “here’s the real story you need to report.” This would be like a reporter telling you how to do your job or run your company. Your job is to give the reporter the people and information they need to do their jobs. It’s then up to the reporter to use their news judgment and tell the story and you have to trust them to do just that.
the story byline
- media relations is a two way street
- build a bridge and ace your media interview
- the key (message) to a great interview
- storyline t.i.p.p.s
- what station are you tuned into?
- interview quick tips – part 4
- interview quick tips – part 3 – the right tips
- interview quick tips – part 2
- interview quick tips – part 1
- a reporter’s job (and yours)
