I recently received a great question from a friend of mine. He manages strategic communications for the city of Marietta, Georgia and wanted to know how to get reporters to start checking the city’s online newsroom.
They need to be retrained.
Reporters like to get the latest information -- straight from the horse’s mouth -- and they want confirmation the information they have is, indeed, the most up-to-date.
If you want reporters to go to your website or online news room, give them something to go there for.
Before you direct media to the site; make sure it is always current. Even if you don’t have a press release to post, post the mayor’s schedule or the day’s major events. Show reporters your site is not an afterthought. A stale site loses credibility.
The Colorado Springs Police Department puts its most recent information on its police blotter. PIO’s continuously refer reporters to the blotter and now many reporters know to check it first.
Next, start promoting your site. Outgoing voicemail messages, emails and other releases should advise reporters to check the website for the latest information. Update posts regularly and indicate when to expect the next. Rather than say, “for the latest city news, visit our online newsroom at..” say, “for the latest on tonight’s State of State address, check our hourly updates online at...” Remember the online newsroom is designed to give news, not fluff. Northwestern University's Rich Gordon says traditional skills are most important.
On big stories, set up a blog and use your resources. According to PRSA Tactics, Northern Illinois University turned to its J-School to update the school's website when a student opened fire on a classroom there in 2008.
In press releases (most are sent via email) include a link to the website. CBS 4News Assignment Editor Misty Montano suggests PR professionals should stop handing out video news releases and mug-shots the old fashioned way. Post video, documents, mugs, etc on the website.
Tip: Establish RSS feeds or email alerts. Will Sullivan at the Poynter Institute suggests using Twitter for breaking news.
Friday, June 19, 2009
Thursday, June 18, 2009
Get in on the Action
One of the biggest complaints I hear from public relations professionals is, "How do we get in on the action when the media get focused on one subject?" Pulling a pack of journalists from a big story is like pulling a pack of wolves from fresh prey. The trick is to tie your issue into whatever they are already drooling over.
For example, Denver is a big sports town. When John Elway was quarterback of the Denver Broncos , the city had “Broncos Fever.” And in the middle of a Colorado winter, no one seemed interested in the ski resorts. My sources unsuccessfully pitched me stories. Finally I said, “If it doesn't have something to do with the Broncos, it won’t get on the air.”
A few days later my PR friend called me back: A local artist was carving an image of a Bronco out of an eight-foot-tall block of ice. We did an entire piece on a chunk of ice. Silly, I know. But the ski resort got its mention and we got on the air.
As simple as this example seems, it is entirely relevant. In editorial meetings across the country journalists try to “localize” big stories. Thousands of them sign up for the Poynter Institute's Al’s Morning Meeting, an online column of story ideas for journalists. It helps reporters navigate national and international issues and it suggests how to cover those stories on a local level.
For the past several days, the media have focused on the situation in Iran. Recently CBS4News localized the story by covering an Iranian student at the University of Denver using social networking sites to connect with family in Tehran.
Find out what reporters are already thinking and talking about. Then join -- and try to influence -- the conversation.
Tip: CBS4 Morning News Executive Producer, Duncan Shaw, suggests following and contributing to editorial meetings on Twitter. He says, "If the producers and editors are talking about doing a story on real estate, the PR professional should tweet that they’ve 'got just the agent for you to talk to…'
For example, Denver is a big sports town. When John Elway was quarterback of the Denver Broncos , the city had “Broncos Fever.” And in the middle of a Colorado winter, no one seemed interested in the ski resorts. My sources unsuccessfully pitched me stories. Finally I said, “If it doesn't have something to do with the Broncos, it won’t get on the air.”
A few days later my PR friend called me back: A local artist was carving an image of a Bronco out of an eight-foot-tall block of ice. We did an entire piece on a chunk of ice. Silly, I know. But the ski resort got its mention and we got on the air.
As simple as this example seems, it is entirely relevant. In editorial meetings across the country journalists try to “localize” big stories. Thousands of them sign up for the Poynter Institute's Al’s Morning Meeting, an online column of story ideas for journalists. It helps reporters navigate national and international issues and it suggests how to cover those stories on a local level.
For the past several days, the media have focused on the situation in Iran. Recently CBS4News localized the story by covering an Iranian student at the University of Denver using social networking sites to connect with family in Tehran.
Find out what reporters are already thinking and talking about. Then join -- and try to influence -- the conversation.
Tip: CBS4 Morning News Executive Producer, Duncan Shaw, suggests following and contributing to editorial meetings on Twitter. He says, "If the producers and editors are talking about doing a story on real estate, the PR professional should tweet that they’ve 'got just the agent for you to talk to…'
Monday, June 15, 2009
Pitching to the Right Person
Welcome to “Get on the Air,” a blog designed to help you get your story, your business, your issue or your concern on the air. This website goes beyond how to write a press release. If you are completely new to the game, check out the sample press release at How to Write a Great Press Release: A Sample Press Release Template. Keep the release short and simple. Do not waste the news room’s time.
Keep in mind, however, most news rooms throw out most press releases. To get your story on the air, let’s start with a bit about how news rooms operate.
Most story ideas are discussed and debated during the editorial/assignment meeting. Twice a day, assignment managers, producers, reporters, anchors, news managers and sometimes photographers meet to discuss the news that will go in those shows. Reporters and producers are expected to come with story ideas; everyone is invited to participate. Often times, however, “the desk” (assignment desk manager) pitches most of the ideas.
The assignment desk is the news room’s nerve center. News tips, story ideas and press releases get emailed to the desk. The desk often fishes for and floats around story ideas on Twitter. Most phone calls go to the desk. The desk is the news room’s biggest resource, but not your only one.
Keep in mind, however, most news rooms throw out most press releases. To get your story on the air, let’s start with a bit about how news rooms operate.
Most story ideas are discussed and debated during the editorial/assignment meeting. Twice a day, assignment managers, producers, reporters, anchors, news managers and sometimes photographers meet to discuss the news that will go in those shows. Reporters and producers are expected to come with story ideas; everyone is invited to participate. Often times, however, “the desk” (assignment desk manager) pitches most of the ideas.
The assignment desk is the news room’s nerve center. News tips, story ideas and press releases get emailed to the desk. The desk often fishes for and floats around story ideas on Twitter. Most phone calls go to the desk. The desk is the news room’s biggest resource, but not your only one.
If you have an “in” with a reporter or a producer, use it -- wisely. They love going to the meeting with a good story idea nobody else has. But how do you decide whom to send your story to?
TV is a numbers game. It survives on ratings and demographics. Each show is produced with a specific target audience in mind. The goal is to pitch your story to the producer or reporter who is most likely to care about your story. Producers try to carry-over the audience from the preceding program to their show. For example, if Oprah runs from 4pm to 5pm, the producer of the 5pm show will try to keep the Oprah viewers from tuning out. This is why programming is so important. If a station has a good “lead-in,” (the show before the newscast) then (theoretically) many of those viewers will stay tuned for the news cast. So think about which lead-in (and thus newscast) best fits with your subject.
Does your story involve a mystery, intrigue or something that might be relevant to folks heading to work the next morning? If so, your story might “play well” in the later newscast – the one following CSI, Nightline or a similar program. If your story appeals mostly to women or moms, try pitching your idea to one of the early afternoon producers.
And don’t forget the weekend. Often, the person who is producing or working on the desk during the week is not the person who is in charge over the weekend. If you have an event taking place over the weekend, pitch it to the weekend producer.
Tip: Keep in mind that some shows have more time to fill than other shows. Morning and weekend broadcasts typically rely on a smaller staff and there is often less news going on. If you can pitch your idea to one of these shows, you might have a better shot at getting on the air.
Get creative. Morning shows, specifically weekend morning shows, often use a lot of “live” guests. Make this work for you. If you are holding an event (say a dog show) Saturday afternoon, then offer to appear on the Saturday morning news with one of your top dogs. This helps the producer and it gets you on the air.
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