4 things you should know as a media spokesperson

Tell someone to be a media spokesperson, and he or she will most likely be running for the door.

Dealing with the media can be extremely daunting, and if you’re not prepared for the worst, it could really backfire. Here are some tips to help you ace that media interview:

Getting Savvy with Media Relations: Outside the Office

As is often stressed in the classroom, media relations is a lifeline for any company, client or PR associate to have a successful career and relationship with the public. Many students do not have access to learning the ins and outs of media relations until they take a class or land their first internship, but here are some tips to get an idea of what media relations is all about that you can do on your own:

Immerse yourself in the news
If you have your goals set on working in any aspect of communications and you’re not an active follower of the news that should change right about now. While it may seem overwhelming at first, being aware of what is happening beyond one’s bubble is important for being the best in any communications field, even beyond PR! You can start simple by following major news outlets on Twitter or by signing up for newsletters delivered to your inbox every day.

            
Consider yourself a seasoned consumer of news? Make sure to mix up the sources that you check-in with. Every news outlet, whether local or international, takes on different tones and perspectives when presenting stories or updates. Consider taking the same story from different outlets and comparing the differences you see in writing and overall presentation of the information. Understanding these differences from a PR perspective can help you get the ball rolling on understanding how you may pitch stories differently to each media outlet.

Research reporters

It is also helpful to get a better understanding of the voice each reporter takes on. You can develop your media relations skills by studying each news outlet, as a well as the specific topics reporters in each news category can take on. Focusing on topics or stories reporters have covered in the past or continue to cover currently could benefit you in future intern or career work related to news relations.

Explore Media Technologies

What is becoming a higher and higher demand today is for PR students to be as dynamic as possible when it comes to understanding computer programming, from social media to media listing technologies. While many top media list services charge for their services, we as students can still begin to familiarize ourselves with the major programs with doing our own research online. You can find quick tutorials online, such as this one for the service Meltwater, to start building an understanding of what building a professional media list looks like.

            
A major FREE tool that those in communications are often recommended is Help A Reporter Out. The website aims to connect reporters from a range of different news outlets to different contacts to help build their stories or leads on a specific topic. It is free to sign up and can benefit you now or later in building your understanding of the ongoing news cycle and networks

This guest blog post was written by PRowl staff member Mina Lezenby

#PRSSANC: Jason Mollica’s Keys to Media Interview Success

Although PRSSA National Conference has come to an end, there are still plenty of helpful insights to share from our experience in Washington, DC. Sessions highlighted an array of public relations topics with prominent speakers from Ketchum, Edelman, the Smithsonian and even Neiman Marcus. Also among those notable speakers was JRMComm President and Temple University alum Jason Mollica, who spoke to a packed house on the dos and don’ts of media relations. Entitled “Understanding What the Media Want,” his session included how to effectively communicate with media and even a few helpful steps of pitching. But the topic that stood out most to me was his tips for preparing your client (or even yourself) for a media interview.

(Photo by PRowl staff member Shaun Luberski)

In classes and internships, we learn how to communicate with the media on behalf of our client through press releases or social media. But what happens when we need to let the client speak for themselves? Here are a few of Jason’s tips for executing a successful interview with the media.

• Pick a spokesperson. Have a knowledgeable and quotable spokesperson that is accessible to the media. If possible, have the interview conducted in a location that is comfortable for the spokesperson; a retail company’s CEO in one of their stores, for example.
• Craft a key message. A key message that is consistent throughout the interview will allow for more effective communication. 
• Create talking points. By creating talking points, the interviewee is able to stay on track and avoid rambling. This also helps to keep answer short, allowing for better quotability.  
• Take charge. It’s important to take charge when answering questions from the media. They will potentially ask tough or controversial questions but the interviewer has control to frame the message in their responses. 
• Never go off the record. This one is pretty self-explanatory. Jason’s advice, “if you don’t want it on the news, don’t say it.”

There are a few other key takeaways from this session including the importance of doing your research, knowing your audience and, of course, the need to always be transparent.

Media Relations 101

When a person thinks of the PR world, generally he or she imagines press releases, social media and event planning. However, one of the most important aspects of public relations, that tends to get over looked, is media relations. Not only is media relations one of the most significant factors, but it is also one of the trickiest. In public relations the media can either be your best friend or your worst enemy.  

The following are a few tips to help you brush up on your media relations:

1   .     Know who you are pitching – Different reporters cover different things. You can’t pitch your restaurant client to a reporter who covers technology. Research the outlet as well as the actual contact person before doing anything.

2   .     Find out the details – Discover how and when the reporter likes to be contacted. Some prefer emails, others phone calls. Some prefer mornings, others evenings. The easiest way to gain a media enemy is pitching them the wrong way.

3   .     Create a petite pitch – A pitch is a quick glance at what you have to offer. These emails should be no more than a few sentences. I promise you a long email will go straight to the trash can.

4   .     Have a standout subject line – These reporters receive hundreds of emails daily. In order for an email to stand out, you must think outside the box with your subject line. Make sure it is enticing enough to make the click “open”.

5   .     Following up is a good thing – You will not receive responses from every reporter you reach out to at first, and that’s expected. Sometimes reporters need a little more, and that is what the follow up is all about. Be aggressive, and don’t feel like you are being annoying - Following up is a key piece of media relations, and reporters know that.

    This guest blog post was written by PRowl staff member Kelly Dougherty.

Don't Get Lost in the Shuffle

Have a pitch or a press release but don’t know who to reach out to or how to make sure it gets covered? Though we often know what to pitch, we are left with this lingering question. Faced with this problem myself, I created my own list of tips based on an article by PR Daily. Follow these tips to make sure your pitch doesn’t get lost in the shuffle.

Bright and Early: Between 8 a.m. and 11 a.m. is the best time to send pitches to journalists. Not only will yours most likely be one of the first emails they see when they open their inbox in the morning, but it will also ensure that their newspaper or air-time spots won’t be filled by the time they read your pitch. Sending pitches in the morning also allows for your press release or pitch to be discussed at morning editorial meetings, increasing your chance of getting covered sooner rather than later.

Tuesday is the New Monday: If you send a pitch email on a Monday morning, chances are it will get lost in the shuffle of weekend emails. What isn’t breaking news, most journalists will leave in their inbox until Monday morning. By waiting until Tuesday, your pitch has a greater chance of being read and getting covered.

Build Mutually Beneficial Relationships: Build relationships with the people you are pitching to. If you have a pitch that is either time-sensitive or not as news-worthy, these reporters that you have either helped in the past or befriended are more likely to cover your story. If you’re pitching to one reporter frequently, you can also ask them when they personally prefer receiving pitches.

Cover All of Your Bases: It never hurts to pitch to more than one contact. By sending your pitches and press releases to both reporters and the news desk, if the reporter is busy covering another story, the editor might assign your story to another reporter who isn’t!

Do you have any of your own tips about when and how you think is best to pitch to journalists? Let us know! 

This guest blog post was written by PRowl Staff Member Rute Barkai

Death of the Press Release

If there's one thing that reporters always say it's that they're busy. They're constantly under deadline and their phones are ringing off the hook. They don't have time to read lengthy pitches. The key is to keep it short, sweet and to the point. 

The age of social media in which we've found ourselves has changed the art of pitching even more. Instead of emails, reporters are looking to their Twitter timelines for information and potential stories.  How can press releases possibly compete with 140 character pitches? They probably can't.

Okay, so maybe that's a little extreme.  However, I think that there is something to say about the effectiveness of press releases.  PR professionals might be too quick to resort to the traditional press release in times where a simple pitch email with no attachment or a quick tweet (120 characters to leave room for response) might do just as well.

We all know how frustrating it is for a reporter to disregard a carefully thought out pitch and release, and I think it would be more beneficial to simply send the pitch and not attach the press release.  If they want details, they'll reach out.  The email size will be smaller without the attachment so maybe they'll be more likely to open it! I'm not afraid to admit this might be too simplistic of a media relations viewpoint.

What are your thoughts? Is the press release here to stay or will it soon go the way of snail mail?

The New Kid

Being a journalism major, I’ve heard for years how closely journalism and public relations are related. This was one of the reasons why I decided to apply to be in PRowl this semester. It was something different. I wanted to see how close it really was to journalism. I wanted to see if some of the things I’d heard were true.

One major difference that I’ve noticed between public relations and journalism is the audience. Journalists are generally trained to appeal to a mass audience. In public relations, everything revolves around the client that you’re working with. One criticism of PR that I’ve found talking to some aspiring journalists is that they’re always trying to “spin a story.”  This semester, I’ve learned that is a misconception. As a public relations professional, it’s not about “spinning a story.” Rather, it’s about acting in the best interest of your client at all times. If your client is happy, then you’ve done a great job.

Another difference that I’ve noticed is that PR can be so specific at times. Your ideas, pitches, written work and presentations all depend on what the client wants. What the client wants can also change at any time. In that regard, it’s always great to be prepared with a variety of ideas. You never know when you have to pitch something new. That was tough for me to grasp at first.   But, after a few weeks, I caught on.

Even with the differences, the two go hand in hand. Both require great communication skills and some creativity. The ability to think on your feet is also a great asset.  At the end of the day, whether you are a journalist or PR person, we’re communicators. The ability to communicate a message clearly and effectively is a talent within itself. As a result, everyone needs us. Our methods of choice are just different.  The skills we’ve learned ultimately help us to create powerful messages. I’m so thankful to be a part of PRowl and can’t wait to see what next semester holds. 

This guest blog post was written by PRowl Staff Member Jasmine Barnes.

Media Relations Myths

After reading this article on PR Daily, I will never look at media relations the same way.  The author points out three major misconceptions that people have about pitching to the media:

1. It's all about who you know.
I've always been told that connections will make or break your career, especially in public relations.  The author of this article combats this theory by saying it is not, in fact, about who you know; it's about having a good story.  Maintaining a relationship with a reporter is always a good idea, but if your story isn't up to par, no relationship is going to help you.

2. Every pitch has to be perfect.
It has been drilled into our brains that we need to double and triple check our emails.  We are told that if there is one typo our credibility goes out the window and our pitches are disregarded.  This article disagrees, and I see the authors point.  Having internships in the professional world has shown me that there really are times where people forego grammar laws and just shoot out an email that gets their point across.  While it's always good to maintain a professional writing style, sometimes a spelling error really isn't going to ruin your pitch.

3. Print is king.
The article points out that clients generally like to see their names in hold-able, foldable print.  This is probably true because for some reason a tactile version of a story can seem more glorified than something you read off a computer screen.  This attitude is definitely changing, however, especially with the evolution of online media and the ability to have an online subscription to many newspapers.  I wouldn't say that press in a print newspaper is any more or less exciting than it is online.

Pitching has always been something that made me nervous, and I'm sure many of my peers will agree.  It's important to take seriously and be professional, but these myths are important to crack.  While I don't know if I will ever be able to send a pitch without triple-checking my grammar and spelling, it's nice to know that pitching isn't as pressure-packed as people make it out to be.

How To Deal With Rejection

Learning how to take rejection well is a skill every aspiring public relations professional needs to know. Having "thick skin" is a much sough after trait in this industry. Not being offered a job, being continuously shot down by the media and being critiqued by colleagues and clients can be really tough to handle. In the end however, it is just part of the job. It often makes it difficult to stay positive when there is an abundance of negativity floating around.

Here are some tips to handle criticism and deal with rejection:

• Roll with the punches. It’s important to keep going. Negative things happen. It’s normal. Don’t get discouraged.
• Listen to constructive criticism. Take the feedback seriously even if it is not what you want to hear. You may miss out on an opportunity to better yourself.
• Remember it’s business, not personal. Never take anything personally, at the end of the day you and your colleagues are trying to do what is best for the client. 
• Learn from your mistakes. Grow from your experiences and become a better PR professional because of it.
• Use it to fuel you. Fix your mistakes, take better action and prove your abilities. Push yourself!

How else do you stay motivated? We want to know!

Clinton Spokesperson Vs. BuzzFeed Journalist

Emotions tend to run high when hard hitting events happen that are of public interest. It is important that PR reps and spokespeople maintain positive relationships with members of the media. After the unfortunate shooting of Ambassador Christopher Stevens’ in Benghazi, Libya, the public wanted answers and the media wanted to give them to them.

Shortly after the fatal attacks, CNN found the Ambassador's journal. After returning the journal to the family, CNN displayed excerpts on its network which indicated that there may have been a security risks detected, contrary to reports by the State Department that claimed they had no prior knowledge of a security risk. BuzzFeed reporter Michael Hastings fully supported the showing of these excerpts, but Clinton spokesman, Philippe Reines, did not.

Hastings and Reines exchanged a thread of heated emails, which ended in Reines telling hastings to "[Censored] off" and Hastings making claims about Reines' relationships with women. The two men have since settled into their corners, keeping any other remarks out of the public's ear. Read more excerpts from the email exchange here.

This serves as the perfect example of how to mismanage media relations. Both sides clearly felt passionately about his position on the topic, but forgot these simple media relation tips when it came down to expressing sentiments:

• Don't burn bridges: Not only has Michael Hastings lost a credible source for future stories, Philippe Reines has lost a media outlet. This will not help either side in future endeavors.
• Remain polite: The use of profanities by both men is unacceptable. They may have thought their words would remain trapped inside the safe boundaries of an email chain, but that is no excuse for fowl language. They should have remembered that ANYTHING can go public.
• Keep your emotions in check: Both Hastings and Reines were looking out for the best interests of their industries. It is easy to be pulled out of your element when dealing with topics you're passionate about, but you should never let your emotions get the best of you.

How do you think the men should handle themselves moving forward?

Responding Appropriately After a Tragic Event

In light of the recent events surrounding the Aurora, Colorado shooting, many media professionals are hesitant about their response process. As PR pros, our goal is to get the message out to the media accurately and in a timely manner. But when we are responding to a tragedy, we must work hard to respect the families of the victims and be sensitive to the issue at hand: people have died, and our priority is to those who have been affected. If you find your organization at the forefront of a tragedy, following the guidelines below may prove to be beneficial:

• Your first responsibility is to the victims and their family members: They should be the first ones to hear any information that you discover. Keep in mind that although this is your job, this is also their life. The last thing they need is to hear vital information about their families through the grapevine.
• Acknowledge social media: Yes, this is the social media age and the quickest way to receive up-to-date news. But also be mindful that social media is the most reliable source for unreliable information. Make sure you are releasing information as quickly as possible to avoid a slew of radical claims. 
• Work with law enforcement: You shouldn't be the only one releasing information during this time. Keep in contact with the police to release information in regular intervals. This way, there won't be any conflicting statements or findings. Doing so will tighten up leaks and prevent rumors from floating around.
• Don't be afraid to say that you don't know: As was mentioned before, the families and victims of the tragedies should always be notified first. It's okay to say "that's confidential at this time" or to say when you don't know. You're not always going to know everything about what is going on when you are approached by the media. By telling the truth, you are shielding your organization's credibility.

Have you ever been at the forefront of a tragic event? What was your process? Let us know!

Getting Along with Journalists

As a public relations professional, you will often find yourself clamoring for media coverage to please your clients. Journalists want and depend on good stories. The combination of the two professions should make for perfect harmony, however quite often a distrust can place a void on this potential friendship. So why can’t we all just get along…? Because lets face it, we need one another.

The media absolutely has a dependence on those in the public relations field. More time is spent on processing information rather than heading out into the city to investigate and cultivate a spectacular story. Strict deadlines no longer permit the luxury of time and many newspapers have cut down considerably on manpower. A journalist’s workload is heavier than ever therefore it is about time we start working together. Etiquette and professionalism are equally as important as honesty and accuracy. That being said, these four factors will foster your happy marriage to journalists.

When pitching a story, ALWAYS ask the reporter “did I catch you on deadline” or “do you have a minute to chat?” If they say yes, do yourself a favor and get off the phone immediately. Ask when is a better time for you to call back and then hang up. Chances are you will get an answer similar to, “yes I am on deadline, but what have you got.” Therefore, do not get caught pitching a novel length story. Keep it quick and concise on the phone because your next step is a follow-up email with additional information.

Professionalism should be a no brainer. If you plan on fibbing you and your client’s way into the public eye, find a new profession this instant. If you lie to a journalist, they will make sure you never have another story published again. Not only will you and your client never receive coverage but you will never regain your credibility.

A journalist may not agree but there is such a thing as an honest public relations professional. Their information is always solid and their intentions are clear. So be up front because your accurate and truthful pitch may be the perfect fit for a journalist in need of one more story without the time to gather and investigate the facts.

As a public relations professional, you have information that needs coverage. As a journalist you want stories that correlate with your readerships interests. So lets stop acting like water and oil, because if we both stay professional, respectful and honest then friendship, whether strictly professional or even personal, is inevitable. 

This guest blog was written by PRowl Public Relations staff member Emily Storz.

Pitching Basics

As a public relations professional, one of the most basic things you write is a pitch to the media. A media pitch is helpful to accompany a press release, to convince a journalist why your story should be covered or in a time crunch, a pitch can even replace a press release. But how do you ensure a successful pitch?

It’s all about relationships: No matter how many times you’re told this, you always need to hear it one more time. Reporters have jobs too. They aren’t going to listen to every PR person that calls or emails them. Finding key people to help your clients and maintaining good relationships with them, such as getting them information on time, remembering personal information and only pitching stories to them that you know they would have interest in covering, can really help show that you aren’t just trying to use them for their coverage, but do in fact value their time.

Timing is everything: Reporters are just as busy as you are: They don’t want to hear about stories that aren’t newsworthy. Try to keep in mind the relevance of your topic to each reporter and keep your pitches to around 15-30 seconds. Also, try to avoid calling the office at the busiest times of the day. For TV, the busiest times are around the morning, noon, and evening newscast. Newspapers have deadlines in the evening, so call them well before, when they aren’t working against the clock. Lastly, keep magazine calls between 11 a.m.- 3 p.m., which gives them time to settle in for the day before becoming bombarded with pitches.

Follow-ups and persistence are musts: Many times, stories are never covered because they get lost or forgotten about. There is a fine line between persistence and annoyance, but if you truly know your story is beneficial to that report, there is no shame in making sure they received enough information on it. Even if they don’t end up using your story, follow-ups, including a thank you, can help maintain that relationship that is so important in this industry.

Learning key concepts in pitching the media is an invaluable resource in the PR field. Pitches are one of the simplest forms of reaching out to the media, and once you begin to become more comfortable with media pitches, all these concepts will become second nature to you.

This guest blog was written by PRowl Public Relations staff member Jessica Ross.

Senior Correspondent Rick Leventhal Advises Students at #PRSSANC

Who better to give advice about media relations than a senior correspondent with 24 years of experience under his belt?

That is exactly what Rick Leventhal, senior correspondent with Fox News Channel, did on Sunday, October 16, to a room of future public relations professionals at the Public Relations Student Society of America’s National Conference in Orlando, Florida.

Leventhal has been to warzones in Iraq, Afghanistan, Israel, Albania, Macedonia and Libya. He has covered such domestic stories as the BP oil spill, the Hudson plane crash and the World Trade Center attacks on September 11, 2001. Below are some great pieces of advice he offered to budding public relations professionals:

• Research the Reporter: Do background research on the reporters you pitch, know what they write and why they would care about your story.

• Focus on Brevity: Consolidate your media pitch into a small package. Reporters are stretched for time so make your pitch easy to read, concise and straight to the point.

• Have an Angle: Every person or company has a story to tell. Make sure you find the unique story that will relate to the audience to which you are pitching.

• Be helpful, not forceful: Reach out to journalists as a resource, not just a PR professional. Always be helpful but never tell a journalist how to write his story.

If you are interesting in learning more about Rick Leventhal, check out his Twitter account and read his bio.