When you’re pitching a journalist about your company, product or you as an expert, tailor your pitch with a media outlet’s audience in mind, NOT just what you want to talk about.

Getting media results is readily accessible to you. That said, when you start a dialogue with the media, you really need to start with an understanding of why your company would be compelling to that reporter. They’re not going to write about you just because you’re great. Some might, but they’d still have to be the right beat, at the right outlet, working on the right story. The #1 pet peeve we hear from journalists is that they get contacted by people who have absolutely no idea what they cover.

Journalists hate it when you call them about something and don’t know what they cover. Why would you call a news editor about your food product, when there’s a specific editor at that newspaper that covers food?

There are so many different beats that journalists cover, and so many stories that they need to put out, that they don’t always have the capacity to find the information on their own. Yes, there are political correspondents and journalists who cover court cases and go out to war-ravaged countries. These are not the people you would call about your jewelry. But there are fashion editors and writers, or holiday gift guide writers, who would cover your company. Your job is to make your information and expertise as easy and accessible as possible for a journalist, so that they can find a way to cover your company.

And remember, it’s not an ad for your company. You need to put a “framework” to your product or you as an expert. For example, if you are a fitness expert, pitch yourself as a guest on your local news to talk about New Year’s fitness; or if you sell bubble wrap, make yourself the packing expert – tie in with holiday gift shipping; or with stories about people starting out eBay businesses and how to make sure the items arrive undamaged. There is a wealth of media opportunity, but you need to create the framework.

Additionally, you need to target the right contact AND the right outlet for your business. If you know that Ellen Degeneres has never had on a legal expert on her show, you either need to find a compelling editorial reason for her to do so, or you need to target an outlet that is more appropriate to your expertise and offerings.

Visit this site for more resources on how to handle your do-it-yourself publicity campaigns. Regina Novickis is co-founder of Media Tonic and this site. A seasoned public relations executive with more than twelve years of experience managing brand positioning, public relations and media relations efforts on behalf of consumer/entertainment clients, she has secured coverage for clients in every genre of national press ranging from USA Today, Wall Street Journal, Time and Newsweek, to Self, Marie Claire, GQ and Maxim, to “Entertainment Tonight,” “The View” and NBC’s “Today” show.

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Tags: media, publicity, company, journalist, coverage

You have all these great story ideas about your company and its products, you’ve written your press releases with a sure hand and are ready to get the word out. But where do you start? Other than reading the bylines in your local newspaper, you know no journalists. Well, it’s time to start meeting some and begin building relationships with them, just as you would with a new customer or prospective lead.

Building media lists is very much like building your database of key customers or a list of new leads: you must know your audience and your market intimately. First, think about the geographic regions you want to target, based on where your customers and potential customers are. Then, think about the publications of interest to your customers in those regions. It could be a daily newspaper, a local magazine, or even a trade publication. What are the local TV affiliates in these areas? Are there any local community newsletters? Create a master list, then find out the correct contact at each outlet for your type of business story or product area. Sending a release about a new piece of software to the travel editor at the Boston Globe will simply wind up in the circular file. But by learning the name of the technology editor of the business section and finding out how she likes to receive newsworthy information (phone, fax, email, snail mail only), you will be one step closer to having your story heard and considered by the right person.

Where to Find Media Contact Information
There are many free and paid resources available to help you build your media database. Visit your local library for a listing of regional publications or free online sources like political parties (they sometimes have listings). Or use search engines to find specific newspapers, magazines, or local TV stations. Look up the media outlet online. Many of them have specific places on their websites where you can submit your release directly to the publication. There are also paid services like PR Newswire and Vocus that will not only build your lists for you, but handle the distribution as well. These services offer huge master databases housing every publication from The Town Tattler to the New York Times. Gather all the information you can, including the journalist’s name, specific title or department, phone, fax, email, and snail mail address. If possible, determine how the journalist would like to receive information. Some prefer email, others fax, and some still say “write only,” which means if they receive anything other than the old-school press release in a #10 envelopes officially stamped by the United States Post Office, there’s a good chance you’ll never hear from them.

Be sensitive to these folks’ time, too. Calling a reporter to “chat about an idea” while he’s on deadline trying to file a story will not only aggravate him, but will most likely ruin your chances of any story placement in that publication.

Lead Times
If you’re looking for some free publicity for an event, don’t call two days before it’s scheduled to take place to see if the newspaper “could put something in tomorrow’s paper.” Newspapers traditionally work on a three to four week lead-time; magazines anywhere from six to 12 months. TV, sometimes in less than an hour! If your event is on June 12, you’ll want to send out your press release by the middle of May. If your new product launch is slated for fall 2009, start thinking about sending information to magazines by spring/summer 2008.

Understanding the journalists’ world and how they operate is the key to building a successful media list, one that’s juicy with hot contacts and leads looking for the right story to tell. Just remember, developing your media list is like developing your customer list. Get to the heart of what the media want and when they want it – then deliver it! And while a big mass media list covers more territory, your story pitch may not apply to all on the list, reducing your chance for good quality editorial success. But if you have a targeted, well-thought out list that contains up-to-date contacts, there’s a good chance you have the start of some beautiful relationships, which ultimately will garner some fantastic free publicity!

A dedicated marketing professional, Michelle Kabele has been helping technology companies develop award-winning channel partner programs and marketing strategies for over 10 years. Michelle has worked extensively with small businesses throughout North America.

Michelle has an MBA from the J.L. Kellogg Graduate School of Management (Evanston, Ill.)

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Tags: media, media relations, professional, ideas, journalist

Believe it or not, reporters would probably find it as scary to be in your mind as you would to be in theirs. The catch is that they’re paid to be in yours and will do their best to get there.

Reporters may, in fact, come into interviews with a bias — personal, based on their own experiences and belief system, or employer-based, reflecting their media outlet’s political leanings, attitude towards certain types of organizations, etc.. However, with rare exception, they are not usually out to “get you.” They’re merely doing their job and trying to receive as much recognition for it as possible. Just like you, right?

A reporter wants a story that’s newsworthy, that appeals to his/her editor and audience. There is a journalistic code of ethics, but it allows for behaviors you may or may not deem acceptable while in pursuit of a story.

Your job is to tell your side of the story. You are in conversation; you have to know to whom you’re talking. The reporter is asking you tough questions he/she thinks the audience will want answered. That means you must speak through him/her to that audience, giving them what you want them to know in terms that will be meaningful to them.

Through Media Training, you will improve your ability to balance a story — but remember that “balanced” does not equate to “the story came out the way it would have come out if you had written it.” It means you got a fair shake, even if people who completely disagreed with you also were treated fairly. By definition, a totally balanced article is still only 50% “your side” of the story. And true balance is as rare as honest politicians.

That’s why, ultimately, I also advise clients that the traditional media is not your most important audience, because it is the least reliable means of accurately communicating information. However, media outlets are an important audience and one gateway to those who matter most to you – typically your employees, customers, investors, community leaders, the general public, etc. In some specific situations, such as natural disasters, the media may be the quickest way to get your messages out. And it’s true that whether you cooperate or not, reporters will write their stories – so why not do your best to help them communicate for you?

Jonathan Bernstein is president of Bernstein Crisis Management, Inc. (BCM), here, a website at which you can access, for no charge, more than 500 articles on crisis management-related topics.

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Tags: journalist, functions, public relations, reporters, press

An interview with the media is an opportunity to present yourself and your ideas to the public. Preparing in advance for an interview is crucial to ensure a positive press review and cordial media relations. Review these tips before meeting with a journalist.

• Be on the Ball: Return calls promptly and show up for appointments with the press on time, every time.

• Cover Your Bases: Be prepared to protect yourself and your company from an interview gone sour. Research related topics beforehand to avoid a reporter’s question catching you off guard. Find a way to put a positive spin on just about any issue to help you paint your business in a positive light and avoid bad press.

• Know the Readers: Research the publication’s target audience in advance. If soccer moms or Wall Street professionals read the magazine, the reporter’s approach will differ, and so will the answers you provide.

• Be Prepared: Keep your press folder handy with your picture, website information, company history and positive highlights. Write out a few quotable sentences and keep them with you for reference. This allows you to prepare for an interview ahead of time and keeps ambiguous words out of your key points.

• Draw Clear Boundaries: Know beforehand what topics you want to avoid during the interview.

• Get It Straight: Double- check all of your facts and fingers before the interview.

During the Interview

• Be Friendly: You do not have to suck up to reporters, but being a nice person helps leave a good impression. Keep their deadline-driven schedule in mind. Arrange your information in a way that makes it easy for reporters to draw out the facts. Keep small talk to a minimum and get to the point when answering questions. Call the reporter by name and always be sincere.

• Get to the Point: Do not draw out your answers. Eliminate unnecessary tangents. Journalists love it when you tell them, “The most important point is…” This helps them order your statements and dig out the most important facts more easily.

• Keep Control: Counteract any aggressive or unfriendly behavior with calm, neutral statements. Never allow an interview to escalate into an argument.

• Be Honest: Never lie during an interview; a good reporter will call you out. Expect to have your facts researched for validity.

• Be Patient: Never ask to read the article or question the reporter’s angle. You must wait to read about yourself just like the rest of the public does.

• Sell Your Ideas: Always tell a reporter why your press release or cause is important to readers.

• Keep It Simple: Avoid using industry jargon. The journalists will not publish a user’s dictionary along with the article for the readers to interpret your statements; instead, they will alter your wording.

• Use It If You Got It: If you can effectively utilize humour and anecdotes during the interview, do so. If your company speeches and office jokes always bomb, avoid humor and storytelling all together until you learn how to use them effectively.

These tips for dealing with the media will help you and the journalist reach your respective professional goals. The reporter wants to present the facts to the people, and you want to provide a favourable review of your company and its efforts.

Online business is growing rapidly but there is still such a large number of businesses missing out on this opportunity. Kaplang is a unique design firm that provides quality services for web design, web development, search engine optimization and all other web solutions. Make sure your business stands out from the crowd when adding an online presence to your new or existing business.Visit this site
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Tags: media relations, experience, deal, journalist, press

Businesses can often feel that getting press coverage is out of their reach unless they have big budgets – this is not the case. It does time and effort but it is really about knowing what journalists want and the best way to present what you have to offer. Here are some handy tips to help you on your way.

Understanding what journalists want – It is easy to get caught up in what the business is focused on and believe that a journalist will be interested too. A new product, service or website may be of value to the company and customers but journalists may not, necessarily, be bashing down your door to get an interview. Human interest is key – journalists want the people angle – the personal story, the impact the news has on people. There are many other ingredients but this is key. If your widget is ten times faster than the last one then specialist journalists may well be interested but what will really get attention is the impact it will have on people – will it make the queues at airline security move ten times faster?

Know the audience – Journalists are only interested in stories that are relevant to the publication’s audience. There must also be a ‘peg’ for the story – a reason for the story. Usually, it concerns something that has just happened. You can also ‘create’ a ‘peg’ for your story by linking it to, for example, anniversaries or forthcoming events. It is worth researching your target press to get a feel for the types of stories that will be of interest, as well as the profile of the readership -age, demographics etc.

Building your press list – You’ll probably be familiar with many of the publications that are relevant. There are also a number of sources to help you add to your listing. The Guardian Media Directory is a useful reference guide – it lists the contact details for 10,000 individuals and companies in the UK press and media – including digital television, magazines and regional newspapers. There are also many online listings. As part of your list building you should check out the most relevant person to contact/send information to at your target publications, as well as their deadlines.

Issuing press releases that have punch – a press release is a useful way to get your messages across. If you do write a press release then it must answer six questions: Who? What? Why? Where? When? How? You need to present it in a way that makes it as easy as possible for the journalist to use your story. There are some basic rules it is worth abiding by:

* Get your story into the first paragraph
* Avoid jargon and keeping to the facts
* Use statistics to back up your story where possible
* Avoid using hyped up language ‘it’s the best ever’, ‘this fantastic product’ – journalists want facts
* Include contact details at the bottom of the release and ensure that you are available for follow-up calls.

Supporting the press release – Give some thought to how you can support any press release or approach you make to a journalist. Offering an interview, case study, third party quote or photograph are all worth considering. Your research will give you a good idea of what will be appropriate.

If you can provide journalists with news that gives them exactly what they want then you stand a good chance of getting attention and securing interview opportunities. By researching your target press, and packaging your news and ideas to suit, you put yourself in the best position to get press interest and boost your profile.

Using PR to build your profile and protect your reputation can help you influence the audiences that are important to you – I invite you to access more free articles, tips and information on this, and other subjects related to public relations, by visiting this website

Debbie Leven – Profile Matters Ltd PR Consultants UK

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Tags: strategy, coverage, journalist, press, news

Public Relations can be a difficult subject to understand. It is complex and often means different things to different people. There are, however, myths that need to be put to one side – it’s only then that the real value and accessibility of PR can be seen.

Exploding the myths

PR is free – it’s certainly true that one of the things that differentiates PR from advertising is that the copy you provide will be published in the newspaper on merit and not because it has been paid for. While you are not paying for the copy to be included remember that you will incur costs in terms of the time and effort you put in. If you bill out your time then consider how much effort you are putting in and its equivalent value. Also, if you want to make the most of PR opportunities then you may need to commission photography, produce publications and host events – these will all incur costs.

You have to wine and dine journalists to get coverage – as mentioned previously, if you have a solid news story then that will of interest to journalists. It does no harm to get to know them to get a better idea of the types of stories they are interested in. Do be careful, however, not to get carried away and assume that just because you know a journalist you will get favourable treatment. Like everyone else, they have a job to do and a readership/viewership to satisfy.

I can’t do PR because I can’t write – it’s true to say that writing is a useful skill to have when doing your own PR. If you feel this is a weak area then it may be helpful to get extra support but if you persevere then you will improve. Also, identifying a news opportunity does not rely on your writing skills. You can get press and media interested simply by picking up the phone and pitching an idea to then.

These myths are taken as an excerpt from the Profile Matters DIY PR Toolkit. There are, of course, many other myths – that any publicity is good publicity, any stunt can get good PR, only specialists can do PR, you have to have contacts to get coverage in the press and media. All these myths, and others, only taint the views of individuals and organisations, discouraging them from using it as an effective and essential component of the marketing mix.

Using PR to build your profile and protect your reputation can help you influence the audiences that are important to you – I invite you to access more free articles, tips and information on this, and other subjects related to public relations, by visiting this website

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Tags: public relations, myths, pr, journalist, coverage

You work hard to generate opportunities to speak to the press and media – you then need to ensure that you can deliver. Handle the interview badly and it could damage your reputation. So, what are the biggest mistakes you could make and how can you avoid them?

* Saying ‘no comment’ – As a general rule it’s safest to avoid the words ‘no comment’. This phrase suggests to any journalist who has been in the job longer than about ten seconds, let alone the audience, that you are guilty as charged. It’s like a red rag to a bull and it just encourages them to pursue that line of questioning – making it more and more difficult for you. It’s not unusual in this situation just to get stuck in a rut.
* Going ‘off the record’ – The phrase ‘off the record’ is often misinterpreted. It’s not unusual to find that journalists think it means one thing while potential interviewees think it has a totally different meaning. It’s best to avoid it at all possible – leave its use to your PR adviser. The phrase actually means that the journalist can quote you but will not give your precise identity. They can, however, give an indication of your gender, the organisation you work for, your job title and even the department you work in.
* Not preparing any key messages – If you haven’t prepared the key messages (the key points you want to get across in your interview) then you could be asking for trouble. The interview is a valuable opportunity to get your messages across. If you don’t prepare key messages then you really shouldn’t bother with the interview – it could do more harm then benefit.
* Not providing supporting proof and examples – Key messages are vital but so too are the examples, anecdotes and examples to use to support them. They add credibility and demonstrate that you know what you are talking about. No one wants to hear key messages repeated time and again but using examples helps you to convey your key points in ways that are more likely to be remembered.
* Not checking corporate information – The last thing you want to do, when speaking to a journalist, is give incorrect information. Your credibility will plummet if you have to call them back to correct something. It’s also essential that anyone in your organisation who is likely to speak to the press and media knows where to access up-to-date corporate information – size of organisation, number of employees etc. That information needs to be owned and regularly checked by someone.
* Talking too long – Don’t feel obliged to keep talking when in discussions with a journalist. Make your points and support them with examples and anecdotes. If you feel pressure to keep talking then just use more examples. The more you prepare for the interview the more comfortable you will be.
* Letting words be put into your mouth – Don’t allow yourself to be bullied by journalists. Be wary if a journalist makes a statement and then asks you if that is right. If you say yes then that could, in fact, be used as a direct quote.
* Ignoring body language – If you are meeting a journalist face-to-face then make a point of looking at their body language – that can help you assess whether you are maintaining their interest. Also, keep a careful eye on your own body language to ensure you are giving the right signals – try to be as open as possible.
* Logistics – Whether your interview is down the phone line or in the studio checking all the relevant details – time, where, live or recorded etc is essential. Mess that up and you could find that you have damaged your reputation and reduced the likelihood of being asked back.
* Thinking it’s over – If you are being interviewed over the phone or in a studio then never assume the interview (and any recording) is over until you are back in the office or at home with your cup of coffee. Many a time interviewees have been caught out by thinking that they are ‘off air’ only to come out with a comment that has ruined all their good work.

Always be sure that giving an interview to a journalist will help to contribute towards achieving your PR and business goals. There must be something it for you. Handled well and you can build up a reputation as a reliable and useful contact – exactly what journalists are looking for.

Using PR to build your profile and protect your reputation can help you influence the audiences that are important to you – I invite you to access more free articles, tips and information on this, and other subjects related to public relations, by visiting this site

Debbie Leven – Profile Matters Ltd PR Consultants UK

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Tags: media, public, relation, journalist

You work hard to generate opportunities to speak to the press and media – you then need to ensure that you can deliver. Handle the interview badly and it could damage your reputation. So, what are the biggest mistakes you could make and how can you avoid them?

* Saying ‘no comment’ – As a general rule it’s safest to avoid the words ‘no comment’. This phrase suggests to any journalist who has been in the job longer than about ten seconds, let alone the audience, that you are guilty as charged. It’s like a red rag to a bull and it just encourages them to pursue that line of questioning – making it more and more difficult for you. It’s not unusual in this situation just to get stuck in a rut.
* Going ‘off the record’ – The phrase ‘off the record’ is often misinterpreted. It’s not unusual to find that journalists think it means one thing while potential interviewees think it has a totally different meaning. It’s best to avoid it at all possible – leave its use to your PR adviser. The phrase actually means that the journalist can quote you but will not give your precise identity. They can, however, give an indication of your gender, the organisation you work for, your job title and even the department you work in.
* Not preparing any key messages – If you haven’t prepared the key messages (the key points you want to get across in your interview) then you could be asking for trouble. The interview is a valuable opportunity to get your messages across. If you don’t prepare key messages then you really shouldn’t bother with the interview – it could do more harm then benefit.
* Not providing supporting proof and examples – Key messages are vital but so too are the examples, anecdotes and examples to use to support them. They add credibility and demonstrate that you know what you are talking about. No one wants to hear key messages repeated time and again but using examples helps you to convey your key points in ways that are more likely to be remembered.
* Not checking corporate information – The last thing you want to do, when speaking to a journalist, is give incorrect information. Your credibility will plummet if you have to call them back to correct something. It’s also essential that anyone in your organisation who is likely to speak to the press and media knows where to access up-to-date corporate information – size of organisation, number of employees etc. That information needs to be owned and regularly checked by someone.
* Talking too long – Don’t feel obliged to keep talking when in discussions with a journalist. Make your points and support them with examples and anecdotes. If you feel pressure to keep talking then just use more examples. The more you prepare for the interview the more comfortable you will be.
* Letting words be put into your mouth – Don’t allow yourself to be bullied by journalists. Be wary if a journalist makes a statement and then asks you if that is right. If you say yes then that could, in fact, be used as a direct quote.
* Ignoring body language – If you are meeting a journalist face-to-face then make a point of looking at their body language – that can help you assess whether you are maintaining their interest. Also, keep a careful eye on your own body language to ensure you are giving the right signals – try to be as open as possible.
* Logistics – Whether your interview is down the phone line or in the studio checking all the relevant details – time, where, live or recorded etc is essential. Mess that up and you could find that you have damaged your reputation and reduced the likelihood of being asked back.
* Thinking it’s over – If you are being interviewed over the phone or in a studio then never assume the interview (and any recording) is over until you are back in the office or at home with your cup of coffee. Many a time interviewees have been caught out by thinking that they are ‘off air’ only to come out with a comment that has ruined all their good work.

Always be sure that giving an interview to a journalist will help to contribute towards achieving your PR and business goals. There must be something it for you. Handled well and you can build up a reputation as a reliable and useful contact – exactly what journalists are looking for.

Using PR to build your profile and protect your reputation can help you influence the audiences that are important to you – I invite you to access more free articles, tips and information on this, and other subjects related to public relations, by visiting this Website.

Debbie Leven – Profile Matters Ltd PR Consultants UK

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Tags: media, public, relation, journalist

It’s easy to think that public relations is just about making the most of the news you have or ‘creating’ news stories that will appeal to the press and media. If you can respond quickly and provide helpful comment then breaking news is a great opportunity to boost your own public relations activity and profile. Here are some handy tips to get you thinking about making the most of breaking news.

Monitor the news – it’s essential to keep track of the press and media for the stories that are being covered. It’s unlikely that a week will go by without some sort of story appearing that you could contribute to. That means being on top of the news and stories as they appear and develop during the day. It’s not difficult to see the stories that are likely to get coverage over a couple of days.

Act quickly – the important thing is to spot a story and then act on it. The quicker you are in contacting the relevant journalist with useful comment or material then the more likely it will be that your efforts will pay off. The world of press and media moves quickly so you need to do the same. You’ll also need to consider the deadlines that journalists are working to. The 24 hour news channels mean that there is now much more scope for providing expert comment on the back of a news story. They have air time to fill and will be grateful if you can help them do that. Also, don’t forget that many of the stories that appear in the Sunday newspapers are the week’s stories in more detail and with additional comment – that gives you a great opportunity.

Help to push on the story – ensure that what you contribute provides useful information, can look at the story form a different perspective, help to move the story on etc. The audience wants to be informed and your job is to help achieve that. It’s no good approaching a journalist about a business story saying that you are a business coach – you need to be very specific, in relation to the story, about what you can contribute.

Make yourself available – if you want to raise your profile on the back of someone else’s news then you need to put time aside to do that. It can be disruptive because it’s not planned. Before approaching any journalist be clear that you can contribute time to follow through. If you are successful in your efforts then that may include travelling to a studio, doing interviews etc and that all takes time and effort. In advance of an interview you may also want to seek the services of a media trainer to help you prepare. This is a good idea particularly if you haven’t done much press and media work.

Build relationships – approaching journalists on the back of breaking news also provides you with a great opportunity to build relationships with journalists covering your interest area. Find out the type of stories they are interested and whether you can help them on other stories. Also, if you do a good job then it gives you scope for getting them to put you in their ‘little black book’ of contacts for future stories – that’s what you really need to achieve.

Become an expert – there are two ways to generate opportunities for comment and interview on the back of news stories. One way is to contact journalists direct. The other is for them to contact you. In an ideal world you should probably do both. There is a site worth looking at: www.expertsources.co.uk where you can list your details for a paid-for subscription. Journalists use it to find experts to provide comment for the stories they are working on.

Commenting on the back of other people’s news is a great way to build your profile and get exposure to key audiences. It is also an important way to build you profile while keeping your costs down. If you can build a reputation for providing useful and insightful comment then you will quickly find that journalists will come back to you time and again.

Using PR to build your profile and protect your reputation can help you influence the audiences that are important to you – I invite you to access more free articles, tips and information on this, and other subjects related to public relations, just visit this site

Debbie Leven – Profile Matters Ltd PR Consultants UK

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Tags: media relations, news, public relations, profile, journalist

When PR Goes Bad – How To Deal With Bad PR

So far every newsletter has been rosy-nice and talked about successful ways of carrying out your marketing and public relations. Sometimes things don’t always go to plan though and you get media attention for all the wrong reasons.

I have worked for a number of companies that have been very high profile for all the wrong reasons, from utility companies that kept causing power cuts in residential areas, right through to fast moving consumer goods (FMCG) companies whose products were being sourced from outside the UK by retailers and therefore not conforming to UK safety or quality standards.

In my experience the worse thing you can do when things go wrong is bury your head in the sand, and never just say, “no comment!” It makes you sound guilty straight away.

If you have never dealt with angry or aggressive media and you have the budget to do so, you may want to get specialist help from a PR company or freelancer (say for example, I dunno, someone like 10 Yetis – you would be surprised at how inexpensive PR services are), but if your budget won’t allow for this, then hopefully this newsletter will help.

The worst situation is where you did not have a clue what is about to happen and a journalist rings you out of the blue. Quite often they will leave it till fairly late in the day to give you the bad news as they work till late and they will expect you to do so to. No matter how much they pressure you for an immediate response, don’t give it to them. Try to remain calm, get all the facts of the story that they have so far, and then ask them what their deadline is.

Undoubtedly they will say, “ASAP”, but if you press them for a time limit you will usually have at least 15 minutes, and with most regional media they may
have already gone to press so you have plenty more time. Some people try to convince them that there is no story there in the first place. On some occasions it may be true, but most journalists will dig deeper if you say that as they will suspect something is going on.

As soon as you get off the phone write down all the questions they have and then start putting together your response, contacting all the necessary people. A lengthy but handy thing I suggest to all clients is; when you have that quiet period, even if it is just for 5 minutes a week, try to put together an excel workbook called an “A-Z of Potential Questions”. This workbook should have all the questions, good and bad, that you think your business may ever be asked as well as the best response. If you already have one of these when that nasty call comes you can use it to great effect.

Before you get back to the journalist have all the points you want to make about the situation written down in bullet point format. Also, have a list of around 5 things that you classify as Unique Selling points (USP’s) about your business so if the opportunity arises you can try to turn it on its head and maybe even get some good points across.

When talking to the journalist don’t be afraid of saying, “no I don’t agree with what you said”, or words to that effect. In the PR world we refer to a statement like this as a bridging point. A bridging point is a dismissive start to your response to a question that allows you to then revert back to a positive point about your business. I will try to give an example using a real life media interview I once did defending a utility company I represented;

Q: With 23,000 residential areas off supply as we speak, would this not suggest that your company has not invested enough in its electricity network and that those who said the American company who bought the business are only interested in asset stripping?

A: No, I don’t agree with that (bridging statement), what I would say is that we are doing everything we can to get the electricity back on to those residents as quickly as possible and we will achieve this by using new equipment that has recently been invested in.

This is called an “open statement” as it tries to set up an obvious follow up question for the journalist which is to ask about the new equipment. This would then allow me to wax lyrical about all the money spent by our new company and avoid further questions that draw attention to the company’s negative side.

Quite often if the enquiry has come from a print journalist they will accept a comment via email. I always make my statement response really clear by either typing it up in Word and attaching it with no other text in the Word doc, or, by putting “START OF STATEMENT” and “END OF STATEMENT” around the statement itself in the email.

If you are asked to call the journalist back then, unless you know the journalist well, don’t go off on a tangent in your discussion. Keep it to the agreed points
and don’t add any personal comment or feelings. The old adage about, “nothing being off the record” is very true. I never go off the record unless the journalist asks me to, or unless I know the journalist very well.

If you have the pleasure of an enquiry from a radio journalist, again, don’t panic. It is very similar to print in that you should be given time to prepare a response. Radio journalists are not allowed to go straight into a live on air interview without giving you reasonable prior warning.

Once everything has blown over, and it undoubtedly will (unless you do a “Ratner”; and say your products are rubbish), take the time to try and go back to the media and ask them what they think you could have done better and what they thought. Again, when I worked for a utility and we came under heavy criticism for lengthy power cuts following a storm, after the event when all had settled down, we arranged to meet the various journalists and ask them for feedback. Be prepared for the truth!

So just to sum up, when things don’t go to plan:

Don’t bury your head in the sand

Hold your hands up if it is an obvious mistake

Don’t try and cover things up un-necessarily

Use your A-Z of potential questions and answers

Remain calm and definitely don’t get angry

Never say, “no comment”

Make statements clear and short

When all has settled down, ask for feedback from the
media

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Tags: negative, pr, standard, journalist, public relations

Despite the vast wealth of news programs available on television, print reporting is anything but dead. Tens of thousands of local and regional newspapers as well as an array of Internet-based publications have put print reporters in high demand.

According to a 2005 study published in Editor and Publisher magazine, 55 million newspapers are sold every day in the United States. For the public relations professional, this is good news. It means that you’ll never be short on print reporters to help spread your company’s message. It also means media training for your spokespersons should include specific techniques for dealing with newspaper, magazine, and online reporters. Too many media training firms favor TV and neglect print.

Print news reporters are born from a natural curiosity. They are people who care about the world around them; they want to know the why, how, who and when of everything. Moreover, they want to share the answers they find with a wider audience.

While there is more glitz in TV reporting, those who seek a career in print prefer to write. TV reporting rarely requires in-depth writing of any kind; major networks often employ writers who prepare teleprompter scripts for their news anchors, and on-site reporters work from outlines or rely on the subjects they are interviewing to supply them with the bulk of their content. Print reporters are “on a beat,” developing relationships with sources, learning the ins and outs of particular industries, and doing what they do best with the information they gather – writing.

To be a good print reporter one must be:

* A generalist. Many reporters develop a niche over time, and that can be a wise career move. Even still, the best reporters are those who have the flexibility to write about anything and everything.
* Timely. Old news is no news.
* Curious. If a writer is not interested in his or her subject, it will show in the final article. Curiosity about people, places and events is the lifeblood of a good reporter.
* Committed to accuracy. Inaccuracies not only hurt the credibility of the reporter and the publication, they can open up both the reporter and his or her paper to legal liability. Media training will help you present information in such a way that reporters are less likely to make a mistake.
* Honest. Reporters depend on building relationships with sources. It’s not always wise to open up to sources about the entire content of an article or the true goal of an assignment. But being as honest as possible with a source will breed trustworthiness, and in the end, a better interview.
* Courageous. As famed reporter and two-time Pulitzer Prize winner Jon Franklin once said:

Back when I first started, I thought intelligence was the most important attribute a reporter could have. I have since changed my mind. You do have to be intelligent, but the big thing is courage. Courage to open your mind and le the whole damned confusing world in. Courage to always be the ignorant one, on someone else’s turf. Courage to stand corrected. Courage to take criticism. Courage to grow with your experiences. Courage to accept what you don’t understand. Most of all, courage to see what is there and not what you want to think is there.

So, how can you tell the good reporter from the simply mediocre? The good are always willing to go that extra mile, and it shows in their writing. They find that one last source; they track down that one last fact. They lend an air of humanity to their work, while still remaining impartial in their delivery. A mediocre reporter will do only the bare minimum.

Now, that having been said, it’s important to remember that all reporters are working under tight deadlines. Even the most committed may have to occasionally turn in a story that’s been researched less thoroughly than they would like. But this can work to your advantage. With proper media training you will learn to organize your information so the reporter can write a great story under a tight deadline.

Lou Hampton is president of The Hampton Group, Inc., a Washington, DC firm specializing in media training, speech coaching, and message development. For tips, tricks, and techniques on how to communicate as a leader, go to Lou’s blog

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Tags: media, relations, news, print, journalist

Newsletters are sent for various reasons like to abreast customers of the latest happenings inside the company in terms of various product launchings, new business policies and regulations, upcoming events, news about the achievements of the company and its employees and other stuffs that might be deem interesting and helpful to the customers.

Most companies hire the expertise of reputable newsletter printing companies to help them in creating noteworthy newsletters. Newsletter printing companies in a way relieves busy owners of the task of creating eloquently worded newsletters. Nevertheless, there are electronic newsletters that are also being employed nowadays and can be used by some owners. But inspite of this most companies still prefer to have their newsletters created in the old fashioned way-PRINTED.

Printed newsletters especially those that have undergone full color printing still creates that aesthetic appeal that helps customers in associating with the business. Nevertheless, there are also some business owners that creates their own newsletters and assign the task to their human resource department. Although this may save the company some dollars but in terms of the quality of the output one can clearly see the newsletters that have undergone professional newsletter writing from those that are just merely created by business staffs that have no proper training when it comes to newsletter creation.

Poorly created newsletters would not be good especially in building the company’s image because this will show unprofessionalism in the way the business conduct itself. And aside from that poorly created newsletters would just be shunned away by customers and would just be tacked away in some corner and then forgotten. And so to prevent such from happening always makes sure that you hire the expertise of a reputable newsletter printing company, bear in mind that potential customers may be turn-off if ever they received generic newsletters with caption “TO OUR VALUED CUSTOMERS” and then the newsletters just didn’t show that value. A business must be able to show value and quality all throughout its business endeavors.

About The Author
Jinky C. Mesias is a lover of simple things and of nature. She spends most of her time reading and writing poetry. For comments and suggestions kindly visit: This website

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Tags: public relations, journalist, seminar, press, news