Tools of the Trade 1: Don’t Fritter Away Your Press Release Real Estate

Young press personnel writing on a notepad

What can we learn from the announcement that Twitter will begin accepting advertising (besides the fact that this giant of social media finally thinks making money is a good idea)? We can surmise that Tweeting — or microblogging — is going to be around for a long time. However the 144 characters that all Twitterers are required to enter also can teach us something about writing quick, zinger press release headlines, headlines that you might event Tweet to raise more awareness about your news and to help drive search.

Writing for the ‘Net is increasingly changing the way people write, think and communicate online and “in the real world.” A recent New York Times article (“Texts Without Context: The Internet Mashes Up Everything We Know about Culture”) looked at the new spate of books now out exploring this impact, the good, bad and the regrettable. The takeaway in PR land is that writing press release headlines that are memorable, catchy, or play off some current news item or pop culture trend is now more important than ever given the Google Words Universe we live in.

Of course it’s hard to make a new hire release, a relocation announcement or other prosaic matters sing and dance like those mega-talented actors/kids on the new season of Glee. But news release headlines are sometimes the only thing a news editor, TV assignment desk person or radio producer will look at, given the hundreds that pass in front of them every day.

Make that headline pop. Read the headlines in newspapers and magazines and go for that style. Journalists, producers and others working in media will appreciate your ability to speak their language. Besides everyone appreciates a good play on words, the unexpected bon mot or even a fine Tweet that can be Tweeted again and again.

Crossing Over to The Dark Side:Why Journalists Get into PR – and What Clients Get Out of It

With 15 years in public relations, occasionally it helps to stop and ask, “Why did I get into this profession?” Before answering that, a bit of pre-PR background. I was on the other side of the desk in the world of journalism before making a career change. Specifically, pop culture — music, comedy, the occasional film review, feature or Hollywood junket, and quite a few business stories about various aspects of Show Business. Working for the alternative weekly City Pages and then the Twin Cities Reader (no longer published), I also freelanced for the daily papers, and contributed to Billboard. I floated a few Random Notes for Rolling Stone, penned pieces for Right On! (lots of Prince stories!!), and reported freelance articles for the Washington Post, Boston Globe, Utne Reader and others.

After 10 years, I had my mid-life crisis early and felt that what I once loved doing was no longer fun, or worth doing (even though I had just been offered a sweet position at the Austin-American Statesman in Texas). I needed new challenges and going to work in public relations provided them. I worked at an agency that specialized in custom publishing, marketing communications and public policy and became the utility player in each group. It was great training for what I do now.

While there are critical differences between journalism and public relations, what joins them intellectually is understanding what constitutes a good story and communicating it effectively. You may (or may not) be surprised that many former journalists go to work in PR (and it is truer today than at any time, given the demise of the publishing business model, mostly because of the internet). Editor and Publisher, a trade publication for the publishing world, once surveyed how many PR people were former journalists. The percentages were surprisingly high if I recall, someplace between 68-72%).

Journalists-turned-publicists generally have a leg up on those who simply came out of college with a communications degree in PR or related areas. And their clients benefit from their experience and skill sets, especially their ability to ferret out what the story really is. They’re trained to be good listeners and know how to corroborate the details that make up a good story. They also still heavily follow the news cycle. The best ones have super-charged BS detectors. And they usually know what reporters are going to ask.

Many retain strong relationships with their “ink-stained” colleagues, which never hurts when pitching a client’s story. That’s one “valued-added” advantage, especially if working at just the local level. Still, there are some journalists who would never become PR people because they see it as a stain on what they do and who they are professionally. They are not straying from their beat no matter how beat-up the fourth estate gets. That’s to be admired and respected.

But so are the people who “cross to the dark side” (a standing expression/joke in the PR and journalism businesses). These people bring a wealth of knowledge, solid contacts who return their calls, and genuine insight into communicating the stories you read in your favorite newspaper or magazine, or a report or interview you might have seen or heard on TV or radio. And that, as one legendary diehard broadcaster used to remind us, is the rest of the story.

Is the 10th Circle of Hell Reserved for Bad Flacks? Or, The Vatican’s Irreversible Public Relations Blunders

Disappointed young lady palms forehead in regrets

Does the Pope have an in-house public relations team, or is the Vatican getting expensive, or pro bono, outside counsel to handle the latest, growing scandal over the actions — and alleged cover up by pre-pope Ratzinger, then a Cardinal, and others — of one particularly notorious pedophile priest who was accused of molesting more than 200 deaf children in Wisconsin? Whatever the answer, those inflicting their advice on the Holy See, need to be shown the door. Yesterday. They have mismanaged this crisis by magnitudes of 10 or more.

This pathetic news story unfortunately provides a teaching moment or three about what not to do in a crisis situation that not only affects the now-grown victims of the child abuse and their surviving family members, but the millions of Catholic believers still taking direction from an authority claiming to be the intercessor between humankind on Earth and God in heaven.

Rich in the irony that only real but unseemly events can produce (the Vatican’s “PR problems” exploded during the Catholic Church’s most sacred week of the Christian year, Easter), the sheer incompetence of the fiasco is staggering! You can read the entire unraveling of papal credibility and its anointed message masters at this Washington Post account here:

www.startribune.com The money quote, as they say in the profane world, is here:

“In a Good Friday sermon in St. Peter’s Basilica attended by the pope, the Rev. Raniero Cantalamessa said a Jewish friend had written to him, saying the recent accusations about the church reminded him of the ‘more shameful aspects of anti-Semitism.’”

“Jews know ‘from experience what it means to be victims of collective violence,’ the priest said, and ‘because of this, they are quick to recognize the recurring symptoms.’”

Mistake One

In a crisis, do not look for an out where none exists. The church needs to admit this priest perpetrator — and the hundreds of other abusers whose priestly vocations were corrupted by their own actions against the innocent — should never have been allowed to continue as an ordained priest. The now-Pope Benedict and his Cardinal colleagues were egregiously in error then for ignoring the case for 12 years.

Mistake Two

In a controversy this extreme and incendiary, never send a messenger who lacks a clear message and genuine authority. The Vatican needed to find a credible spokesperson within or outside of its ranks to go on point and take the heat if the top guy isn’t going to do it.

Mistake Three

In a roiling crisis with growing controversy, widening worldwide anger and enduring media coverage, don’t drag in another historical controversy to deflate or deflect the main accusations. That the Reverend Catalamessa would bring the Jewish “experience” into the fray — after centuries of distrust between the two faiths and questionable insensitivity (if not disturbing inaction) on the part of Catholic Rome during the persecution of Jews in Europe during WWII — is simply one hell of a way to dump more fuel on a raging inferno.

As the above newspaper story of Good Friday concludes: “’If they hired someone to draw up the worst possible PR plan for the church, they could not do any worse than these guys are doing right now,’” said the Rev. Thomas Reese, senior fellow at the Woodstock Theological Center at Georgetown University in Washington.

“’It’s disastrous,’ he said. ‘They really need to get someone from the U.S. bishops conference who has been through this before to get over there and help guide the coverage. I mean, to invoke the persecution of the Jews? They are making every mistake in the book.’”

Amen, brother. Amen.

Why Do Public Relations?

Young lady holding a megaphone

Do you have a new business, or a business that’s mature but needs some greater visibility? Are you launching a new product? If you’re a non-profit, are policy issues or board blow ups finding their way into the community you serve? Are you looking for new employees who understand what you do?

These are just a few examples of why a company or non-profit (new, small or large), or an individual would undertake a public relations campaign. The goal of PR in general is to influence positive activities and outcomes related to what you do. If you’re a new business, what better way to create visibility than to do publicity. Nearly every city of any size has a business section of the daily paper, and many cities have weekly business publications and at least one monthly business magazine (in the media-rich area like Minneapolis-St. Paul where I’m based, we have three business magazines and two business weeklies — plus some specialty publications for banking and financial services!!)

If your company is established but hasn’t been in the news lately and could use some fresh ink about your growth, new initiatives, innovations or perhaps an acquisition, consider sharing the news. Even new hires will get some notice in the business pubs. And don’t overlook something interesting one of your employees or your CEO might be doing.

For example, a longtime client who founded an IT company specializing in Business Intelligence (BI), is also an accomplished photographer and has traveled on several trips around the globe to places like India for the annual Camel Fair and Kabul with the world-renowned National Geographic photographer, Steve McCurry (best known for his haunting “Afghan Girl” portrait), doing photography seminars in-country. Think that story didn’t get told here …..a lot…? Putting another dimension on business people helps show their human side and helps keep the company name in the public realm.

New product launches scream for a PR campaign, especially if it’s a consumer product that we all need — or a new twist on an old one. For people involved in public policy issues, there are many tools in the PR toolbox to help clearly portray your issue or message to constituents, legislators, targeted associations, neighborhood groups or other special interest organizations. We’ll cover both areas more in separate, future blogs.

Why not just buy and ad? Ideally you would tie a PR campaign to an integrated marketing program — providing you have the budget and advertising is an appropriate vehicle for what you are trying to accomplish. However — and I’m biased, of course — the return on PR is usually, 95% of time, much better. It has a longer shelf, life, it can be leveraged time and again and best of all, it has a third-party credibility that advertising cannot usually provide. Unless you have landed somebody like Michael Jordan, or the celebrity du jour, to appear in your ad campaign. Good luck with that.

What do you think?

What to Expect from this PR Blog

Blog Letters on Brown Wood

Public Relations means different things to different people. While this blog is titled Public Relations/Media Relations, media relations is really a subset under the wide umbrella of PR. But it’s often the most critical piece of the process. This blog will work at understanding big picture PR/Media Relations issues and the “small stuff.” It’s designed to be interactive, so bump over your questions or concerns my way and we’ll get a dialogue going that will hopefully help you either do your own PR, or understand what to look for in hiring it out.

You can expect to find solid professional advice here based on my 15 years in the business — plus the occasional semi-censored personal opinions about issues related to media and publicity.

You can also expect insights into the many aspects of PR, which generally include these combined practices area and the following techniques:

  • Defining and developing key messages for target audiences
  • Providing strategic counsel and strategic planning for a PR campaign
  • Developing accurate Media Lists for your story
  • Looking at Editorial Calendars for the year in the publications you want to be in.
  • Conducting Media Relations
  • Special Events
  • Speech writing
  • Identifying Speaking Opportunities
  • Public Affairs
  • Corporate Communications
  • Product Publicity
  • Leveraging Social Networks Online
  • Placement of authored articles
  • Investor Relations
  • Crisis Communications (or Crisis Management)
  • Internal communications
  • Media Training

There may be a few other aspects of PR here (send me one if you think I have overlooked any that are essential. We won’t call it — or any of its tools or techniques — “spin.” As Nixon famously once said, “That would be wrong.” Tune into a future blog to find out why.

Welcome to the Public and Media Relations blog!

Young lady waving audience while filming podcast

I’m Martin Keller and I’m the host of this blog. You can read more about me in the sidebar. This blog will be about various aspects of public and media relations, will focus especially on practical tips and tools, and will include posts from guest writers. You can learn more about this blog by clicking on the About link just under the header.

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