Out With the old, in With the New: Overused PR Words

The perfect press release is like a work of art. If done correctly, it can be an exceptionally beneficial tool for your client. However, if done incorrectly you risk damaging your reputation with journalists and bloggers – essential relationships to have and maintain as a public relations professional.

Our industry involves choosing your written and oral words carefully, and press releases are no exceptions. Although you may believe you are thinking on a different wavelength than your PR competitors when writing your releases, we are all guilty of overusing words that make our clients seem better, smarter or more alluring than the rest. These predictable words tend to lose their luster, and ultimately their meaning and value.

At the end of 2012, SHIFT Communications collaborated with Marketwire to sample 5,000 press releases from the course of the year. As a result, the 50 most overused words in press releases were revealed. The goal was for PR pros to use these words with discretion or find applicable substitutes in 2013.

The following are the top 10 most Overused PR Words of 2012. See the infographic for the top 50! Be sure to keep these words in mind as you’re writing press releases this year.

1. Global

2. Forward

3. Leading / Solutions

4. International

5. Growth

6. Well-positioned

7. Announced

8. Best

9. Performance

10. Experience

This guest blog post was written by PRowl Public Relations staff member Samantha Miller.

PR Tips: Television and Radio Spots for Your Client

As public relations professionals, clips are the primary measure of success. It is our duty to get our clients the maximum amount of exposure to reach the most people. Radio and television interviews are both outlets with enormous reach, and provide opportunities to brand clients in different ways than print or the web could ever do.

Developing and delivering message points with focus and poise on-air will transform these interviews into strategic and effective opportunities for your clients.  However, it is not easy to land a radio or television spot. To gain exposure, your story must include newsworthy and visual elements.

Newsworthy Elements:

1. Television reporters have a tough job to do. In typically under one minute, they must tell a news story that describes who, what, when, where, why and how – that is accurate and timely and keeps an audience interested. To do this, they look for the following newsworthy elements:

• Change 
• Children 
• Confrontation 
• Conflict 
• Current events 
• Danger 
• Drama 
• Editorial perspective 
• Extremes 
• Failure 
• Human interest 
• Impacts people, animals or the environment 
• Link to bigger picture 
• Local angle 
• Mistakes 
• Reporter’s interest 
• Secrets 
• Statistics and figures 
• Unusual 
• Weaknesses

Visual Elements:

1. The best way to supplement your story is by using the visual elements available. Think creatively to use available resources to reinforce the point of your story. 
2. Use demonstrations to engage and educate viewers. Demonstrations should be general, and not necessarily super specific to appeal to a huge audience.
3. Demonstrations should be quick, flashy and used as an attention grabber.

While on-air, it is important to keep in mind that everything communicates! What you say, how you say it, what you don’t say, how you look, how you sound and how you feel about the message will all come across to your audience.

Avoid Being A PR Grinch This Holiday Season.

‘Tis the season for holiday gift guides! Every year, media outlets across the board generate gift guides – a medley featuring their recommendations of products for their target audiences to purchase as holiday gifts. Impressing the media and securing coverage for your client during this time of year is competitive and crucial to raise awareness. For this reason, crafting the perfect pitch is instrumental. The following are tips and tricks to make your pitch stand out:

1. Start Early: Blogs, magazines and other online media outlets have different deadlines. It is essential to identify your product ahead of time and start early, as many print publications have 90 day lead times. However, outlets like blogs do not even begin to consider gift guides until December. Do your research, and start by targeting the media with the longest lead times.
2. Tend to the Details: Be sure your product is applicable to the outlet you are pitching. If you know the reporter you are sending is vegan, pass on sending them a pitch about your client’s fab leather jacket. Many reporters are searching for certain themes such as eco-friendly, style, electronics and more. It can be helpful to create categories to make it easier for editors to find where your product may fit in their gift guide.
3. Non-tangible Gifts: Not all gifts need to be tangible items. Consider pitching gift guides for your non-profit or philanthropic clients by turning their service into a giftable item. For example, Plant One Million – a fundraising campaign to raise money for tree planting and more – offers an opportunity to make a donation in someone else’s honor. In return, the recipient is sent a certificate of the gifted tree. Cue the warm and fuzzies!
4. Impress the Reporter: Our friends at Philadelphia’s leading lifestyle communications firm, Matthew Vlahos Public Relations, say, “Gifting is never a bad idea.” Prove your client’s product is worthy by sending or hand delivering the product you are pitching. Who doesn’t love free stuff?

Follow these tips, and your clients will adore you. Are you gearing up to pitch holiday gift guides for your client? Share how you make the best of your pitch!

This guest blog post was written by PRowl Public Relations staff member Samantha Miller

PR Pros & Journalists: A Love/Hate Relationship

When will the perpetual battle between public relations professionals and journalists finally be settled? It seems as though these two professions are immersed in a constant war zone, but the truth of the matter is… we need each other. I came across the following YouTube video produced for the Public Relations Society of America’s 2007 Annual Thoth Awards Gala. This Mac/PC spoof does a great job at humorously personifying the conflict between PR and Journalism.

As public relations professionals, it is essential to foster positive relationships with journalists to successfully execute your media relations. It is important to establish yourself as a helpful media source, and not someone who just sends pitches. PR Daily encourages PR pros to become a valuable source to journalists by using “strategic small talk.” The following are four things outlined by PR Daily to talk to reporters about in order to position yourself as a strong media contact: Trends, tips, travel and Twitter rants. 

Along with strategic small talk, avoiding known pet peeves of journalists can significantly increase your chance of having a positive reputation among the journalism community. Recently, The Muck Rack Blog encouraged journalists to candidly tweet some of their PR pitching gripes. The following are a few of my favorite tweets with firsthand tips to enhance the relationships you are cultivating, or will cultivate, with journalists:

Catherine Rampbell of the New York Times 

Ashley Mayo of Golf Digest Magazine

Jen Wieczner of Smart Money and Wall Street Journal

By using these tips effectively, you will be known by reporters as an industry peer, which will benefit your clients and allow you to be a well-rounded and valuable public relations professional.

This guest blog was written by PRowl Public Relations staff member Samantha Miller

Informational Interviewing for Dummies

One out of every 200 resumes results in a job offer, while one out of every 12 informational interviews results in one. Although informational interviewing is not a tool used specifically to obtain a job, the possibility is not completely ruled out.

According to the University of Colorado’s Career Services website, informational interviews are helpful for multiple reasons including to gain experience and self-confidence during interviews, to gain valuable information for career planning and job searching, to build your professional network, to mentally ‘try on’ an occupation, and more.

An informational interview is different from traditional interviews because you are the one who gets to ask the questions.

You can request an informational interview in many different ways. Begin by asking your friends, relatives, neighbors or classmates for contacts or introductions to people who are in a field that interests you. Additionally, you can ask professors for the contact information of any colleagues or alumni who are employed with organizations that align with your interests. Another way to find professionals to interview is to use an alumni network or social networking site such as LinkedIn. 

Once you have found people to ask, you can contact them through email or by giving them a phone call to see if they are interested in answering a few career related questions. Everyone loves to talk about his or herself, so finding someone to interview should not be too hard!

Here are seven quick questions to consider asking:

1. Can you tell me how you got this position?
2. How do people break into this field?
3. What interests you most about your job?
4. What are career paths for this type of work?
5. What do you read to keep up with developments in the field?
6. What is a typical workday like for you? Workweek?
7. What types of skills are needed to succeed in this career?

Being a master informational interviewer is an excellent skill to have. According to The New York Times’ writer Marci Alboher, “The need for informational interviews in our careers never ends. With each big move or subtle shift, we need to find the people who’ve been there and who are willing to impart some wisdom.”

Final words of advice: Never overstay your welcome, come prepared and think of ways to give back to those who have given you their time.

Have you ever gone on an informational interview? If so, what advice stood out the most?

PR Job Search Tactics

Finding the perfect job is no easy feat. It can be challenging finding ways to stand out, especially in an economy that has left thousands of qualified individuals jobless. However, the PR job outlook is strong. According to an infographic by Peak Communications Inc., there will be a 24 percent growth in PR jobs within the next six years. Even though more jobs are being created, there are many job-hunting tactics to help you land that new position in PR.

1. Be Social Media Savvy. According to PR agency CEO, Jeff Domansky, 52 percent of new graduates found their first job through social media. Building a positive online presence through Twitter, LinkedIn and Facebook will show employers how effective you are at using social media, a skill that is essential to any PR professional. It is important to be strategic while maintaining your social media accounts. Be mindful of foul language, TMI and posting inappropriate pictures that would poorly depict you to a possible employer.
2. Be Proactive. As a job-hunter, it is important to stay on the daily grind of Google searching and job board scanning. The PR industry has targeted job boards such as the PRSA job center to help you with your job search. In addition to using job boards and Google, it is also helpful to look at individual company websites as well as search engines such as Indeed.com, Monster.com and MediaBistro.com.
3. Network. Joining professional organizations such as PRSSA and PRSA will expose you to professionals in the PR world that can help grow your network. Acquiring mentors, industry contacts, allies and leaders in the public relations world is essential to propel you to success as a PR mogul.
4. Do Your Research. If you have successfully landed an interview, it is imperative that you research the company and the person you will be interviewing with. The more you know about the company and job, the easier you will be able to show why you are the perfect candidate. Come prepared with specific questions to prove your interest in the position.
5. Follow-Up. According to Peak Communications Inc.’s inforgraphic, 100 percent of interviewers expect a thank you note after a formal interview. A little handwritten thank you card goes a long way. It adds a personal touch and usually elicits a favorable response. 

Do you have any additional tips? Let us know!


This guest blog was written by PRowl Public Relations staff member Samantha Miller

The Philadelphia Flyers Offer A Golden Opportunity

It is no surprise that many college students, and even experienced professionals, are eager to break into sports PR. It is an honor to be involved with something that is cherished in the Philadelphia community. Interning with the Philadelphia Flyers this semester has given me a unique experience and many opportunities, and has also made me realize no team is safe against the relentless offensive and defensive lines of the Flyers.

The Philadelphia Flyers are one of six teams added to the National Hockey League during the season of 1976. The two-time Stanley Cup winners are considered the Broad Street Bullies to Philadelphia sports fanatics.

Although the Flyers are brutal and merciless on the ice, they show their sweet side by giving back to the Philadelphia community. The professional sports franchise gives back annually at their Flyers Wives Carnival. The carnival raises more than $23 million for charities in the Philadelphia area and considered one of the most successful by a professional sports team. Interning at this event was a rewarding experience. I learned a lot, had a good time and was a part of giving back to the Philadelphia community all at once.

The Wells Fargo Center is the place where it all goes down. The history of the arena dates back to 1967 when it was called the Spectrum. Since then, the arena has hosted thousands of events from Elvis’ last live performance, NHL and NBA championships, to the World Cup of Hockey and more. It is an amazing opportunity to work in a huge venue with such an incredible history of sportsmanship, teamwork and live performances. There are also other perks that come with working for the Flyers.

Interns are required to attend all home games, ensuring a high energy level workday. Another benefit is having the opportunity to network with other professionals in the industry, members of the media, as well as the players. My supervisor and I work closely with the players by conducting, monitoring and transcribing post-game interviews.

However, being a public relations professional for the Flyers is not an easy feat. Since they work so closely with the team, traveling is a must. It is a job that requires an enormous amount of devoted time and energy.

PR professionals in the world of sports monitor and facilitate the flow of information from the teams to the press. As a result, interning with the Flyers has provided me with an invaluable skill, media relations. Since the growth of modern public relations is a result of the development of mass media, it is important to keep your media relation skills in great shape.

Sports PR involves working closely with journalists, providing them with timely stat reports and accurate transcription of post-game interviews. As public relations professional, creating and maintaining these relationships is key. If working in sports PR is something you are passionate about, send your resume and cover letter now! Visit www.teamworkonline.com for new sport and live event internship and job opportunities.

Do you have what it takes to be successful in the energetic and laborious world of sports PR? Share your tips and advice with us!

This guest blog was written by PRowl Public Relations staff member Samantha Miller.

Nonprofit PR 101

There are many different career sectors in the world of public relations. As college PR students, it is important to understand which career path would be most suitable for us individually. Arguably the most rewarding path, and perhaps the easiest to break into, is nonprofit PR work. If you are interested in dedicating your skills and energy to social change, then working with a nonprofit organization may be the right line of work for you.

According to Liz Cies, a public relations coordinator at Association Headquarters, Inc., public relations professionals in the nonprofit field aim to fulfill the communication needs of their clients. These needs include promotion, media relations, crisis communications, social media management and membership communications.

Temple University Junior, Samantha Srolis, is currently employed by a nonprofit organization in the community relations department at The Rock School for Dance Education. During an interview, I asked Srolis to describe her typical duties. She agreed with Cies on many of the tasks and added, “It’s a day-to-day thing. Besides those things, I really don’t think there’s anything set in stone.” Srolis emphasized the need to be creative in this area of the industry because funding, among other resources, is limited. However, thinking creatively has allowed her to become an overall better PR person. “The things I’ve learned working for a nonprofit, like how to be resourceful and economical, will make me more successful in a corporate setting.”

Working in nonprofit public relations gives professionals a chance to further their experience in the field and let their skills flourish in a philanthropic environment. One of the most important skills in the nonprofit sector is the ability to cultivate long-term relationships. Nonprofit public relations rely heavily on the ability to build and mend relationships in order to raise awareness, obtain feedback, recognize support and more. According to PR pro Tiffany Gallicano, relationships are built with media professionals, clients, potential business sponsors, volunteers and donors, with special emphasis on the last two. I asked Srolis whom her most important relationships are with. Her most valuable relationship is with the director of the community relations department because, “aside from her years of experience, she also has a million contacts. If I need something or need to get in touch with someone, she knows who to go to and how to get it.” Working for a nonprofit organization in an entry-level position allows you to network with professionals who know all about the industry.

Aside from increasing your business card collection, when working with a nonprofit organization you also are presented with the opportunity to work with passionate volunteers aiming to make a beneficial impact on society. Srolis admits, “It’s really rewarding. Being a part of the Philadelphia community, forming relationships and knowing that you’re making a difference, even if it’s in the smallest way, is really rewarding when you’re working with a nonprofit.”

This guest blog was written by PRowl Public Relations staff member Samantha Miller.

Are You PR Material?

So you’re thinking about a career in public relations, but how do you know if it’s right for you? Although you may not be positive that this career will suit you, you may possess the essential qualities of being a PR pro without even realizing it.

A study conducted in 2004 on agency, corporate and non-profit powerhouses reported several areas that can distinguish a successful career in the demanding PR world:

1. Diversity: Clients understand the need for their public relations staff to have the ability to communicate with a diverse audience. For the ideal PR pro communicating with diverse groups of people all day would not be intimidating, but enjoyable!

2. Communication skills: American public relations consultant and author, Fraser P. Seitel, admits that every PR professional should have a pro communication attitude. If you never fear of talking to the public and take full advantage of those opportunities, you just may be PR material.

3. Proactivity and passion: Take it from me; being proactive and passionate can take you places in this industry. I recently applied for an internship, and I immediately found a contact person to email expressing my interest. She was able to forward my resume to the HR department. After I was called back for an interview, I emailed her once again thanking her for her help, asked for any interview tips to give me a leg up on the competition. She responded enthusiastically by saying, “the communication you’re putting in makes the difference between the average and the great employees, so stay proactive and you’ll go far.”

4. Intangibles, such as personality, likeability, and chemistry: NYC PR Girls say you know you have PR charm if you can confidently and comfortably walk into any event. You would even be comfortable walking in by yourself because you’re confident that you’ll be best friends with everyone before the end of the night.

In The Practice of Public Relations by Fraser P. Seitel, he outlines specific “attitudes” that are imperative to PR professionals:

1. Advocacy: Public relations professionals are required to believe in their clients. They are the voice of their employers, therefore they must advocate on their behalf. Standing up for what their employers represent is a must.

2. Ethics: It is required that public relations professionals be ethical. The PRSA Code of Ethics states that, “bottom line, successful public relations hinges on the ethics of its practitioners.” If doing the right thing is your thing, then the possibility of your success in PR is looking good.

3. Positive outlook: NYC PR Girls warn that rejection happens in the PR industry, but that does not mean you are allowed to take no for an answer. There are times where public relations work can get frustrating, but it is important for the mantra of PR professionals to be “You win some, you lose some.”

Do you "have what it takes" to be a successful PR professional? Let us know!

This guest blog was written by PRowl Public Relations staff member Samantha Miller.