News & Opinion

PR professionals use a plethora of tactics to get client information to journalists ranging anywhere from one-on-one meetings to press release blasts. Journalists, on the other hand, receive hundreds of requests a day and it is important to stand out among the clutter. The content of a press release is what helps inform and influence decisions the reader makes in requesting more information from you. Everyone has their own style, some better than others when crafting a release which could be why so many go unanswered or are immediately sent to the trash bin. It is important to remain unique in your writing, but it also vital to remember some of the basic guidelines that will bring attention to your hard work. A recent article about crafting catchy press releases was a great refresher on the information that captures a journalist’s attention. Here are a few takeaways: Don’t over think the content When brainstorming for a release, we write down all the ideas that we think will be a homerun with the reader. The fact is that journalists aren’t really as impressed with what you’re pitching as your bosses are. Remembering this forces the writer to strive for an interesting angle for a release. Keep it to one page The body of a release should fit on an 8 ½ by 11 sheet of paper. Although there are endless things we could say about our clients, this is not the place for an essay on the product or event. Think of the release as bait to get a journalist attention and based on the short precise information they will want to call you requesting more information. The headline should be direct Using the clients name and the problem they are solving in the release is the most direct way of saying what your release is about. Journalists and other readers use headlines to determine if they are going invest the time to read more or if they should move on to the next message. Clouding the message with wordplay or witty remarks only delays the moment of realizing what the release is all about. List contact info up top Many writers put their contact information at the bottom of a release thinking it will be seen after the release is read, but if journalists do not fully read the release they will never see that information. Putting contact information at the top lets the journalist know who they are talking to incase a call back is desired and does not force them to search for missing information. These are just a few of the tactics that were mentioned in the article about crafting a better press release. Can you think of any that have helped you get a response from journalists? To read the full story click here:

by Carm Lyman A new year is the perfect time for a fresh start. As you kick off 2014, you have a chance to consider more ways to be successful at your job, providing your company and clients with even better results. Here are four thought-starters to get you going: Consider what the media sees as news, not what your team believes deserves coverage.  Although a major product update or an award is a huge win and great accomplishment by your team, it is seldom news. Media and bloggers are not covering every update to every product by every company—unless of course you happen to be Apple, Twitter, Facebook, or otherwise hot enough for near nonstop coverage. Product updates haven’t been news for years in many industries; for some industries, they never were. Give the media what they want and need: trends, stats, or how a product or company is improving our lives and businesses. Something that shapes the world around us is almost always newsworthy. If you present what impact or role a product or company plays, that’s how you’ll make news and gather a faithful following of journalists. Consider how you’re managing a situation, client, executive, or problem.  You’re the PR pro—remember that it’s your job to guide the client or your execs. Take a look at 2013. Were you consulting, guiding and providing the strategy for communications? Or were you taking orders on how PR should be done and, as a result, not fulfilling expectations? You know what works. Execute on that, and stick to your guns. You will keep your sanity, your client/exec will thank you (in the end), and the media will respect you. Consider what you’re not considering.  We get so busy in the day to day that it’s easy to fall behind on being proactive. What should or would you be thinking about, initiating or doing today if you found free time? Have you checked in with your teammates or client? Are you measuring tangible results to uncover what’s working, or what’s not? Should you be thinking a little harder about what would really make an impact on a campaign or program? What else might you not be considering that you should? Consider others.  It’s amazing what insight can be gathered by putting yourself in others’ shoes. Maybe start with a series of questions: How can you make today easier or more successful for your client or boss? Can you do any thinking for them? Take something off their plate? Consider the media when it comes to beat, schedule, and deadlines. Being thoughtful versus unintentionally negligent or distracting will net better relationships and ultimately a more successful venture.