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#SUWLR 2014, Communications: Edelman

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At the 2014 Student United Way Leadership Retreat, representatives from the Edelman PR firm presented on communications.

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#SUWLR 2014, Communications: Edelman

  1. 1. Media Relations 101 Presented by Lindsay McGarity and Matt Schubert, Edelman
  2. 2. Today’s Agenda •The Current Media Environment •The Role of Messaging •Best Practices for Media Outreach •Pitching in Action 2
  3. 3. The Current State of Media
  4. 4. Information is everywhere… 4 •People are consuming more content than ever before •We are exposed to information at multiple points throughout the day from many different sources •Social media is turning everyone into news directors
  5. 5. Content is infinite… 5
  6. 6. Attention Remains Finite 6
  7. 7. Stories are More Important Than Ever
  8. 8. News on the Go 8 •After email, reading news is the most popular activity on smartphones and tablets
  9. 9. Social Media Increasingly Breaks News 9
  10. 10. News Gets Hyperlocal 10 •New opportunities to make news relevant to niche audiences
  11. 11. So what can we do? 11 Transmedia Storytelling
  12. 12. Edelman’s Media Cloverleaf 12 MULTIPLIER EFFECT “There are two ways of spreading light— to be the candle or the mirror that reflects it.” - Edith Wharton Traditional Owned Hybrid Social
  13. 13. The New Rules of Engagement •Engage reporters and media to create a relationship •Be really honest with yourself– do you really have something newsworthy to say? •Do not rely on a press release to disseminate information •Use social media to get to know key beat reporters 13
  14. 14. The Role of PR is More Important Than Ever “The public relations industry, which is booming, is built on this power to persuade using the news . . . . public relations people facilitate good reporting . . . .” Alex Jones, host, NPR’s On The Media and former reporter, The New York Times 14
  15. 15. What Makes a Good Story?
  16. 16. Know Your Story and Reporter 16 • What’s your story, beyond the product plug? •Have you seen stories like it in the outlet you are pitching? •What make it unique/timely? •Can you describe it in a tweet? •Why would she care? •What is his writing style? •What are her recent headlines? •Has he covered stories like this in the past? •Could this story help her reach more readers/followers? Know your story Know the reporter
  17. 17. The Formula For Media Success Bring Stories to Life ART SCIENCE Messaging Media relationships Being proactive Understanding media landscapes Strategic thinking Brainstorming Understanding the client’s business and goals Editorial calendars Current events Key dates, milestones, annual events, etc. Executive availability Media monitoring Breaking news
  18. 18. Best Practices for Media Outreach
  19. 19. Developing Relationships with Media •Be an active consumer of the media •Be informed •Be a resource •Be patient 19
  20. 20. Who to Pitch? •Researchers •Associate Producers •Segment Producers •Guest / Talent Bookers •Senior /Executive Producers •Managing Editors •Correspondents /Reporters •Hosts (small market) •News Directors (smaller market TV, Radio) •Metro-City Desk •Columnists •Editors 20
  21. 21. The 10 Commandments of Pitching 21 1. Lead with a real news peg 2. No Hype 3. Keep it simple. Really simple. 4. Keep it short. Really short. 5. Lose the gimmicks 6. Add a personal touch 7. Know your reporter 8. Know your outlet’s target audience 9. Do your research 10. Thou shalt never blast
  22. 22. The Art of the Subject Line 22  Most viewed part of the pitch  Needs to make the most impact in the fewest words  Competes with spam  Balance between straight news & humor/shock value Spam Trigger Words: Free, Check, Buy, Save, Get
  23. 23. Write Like a Journalist 23
  24. 24. What Makes an Effective Pitch? 24 “We read about 30 seconds’ worth of a pitch, so it must make an immediate impact.” Martin Howell, North American equities editor
  25. 25. 25 Interviews Gone Bad
  26. 26. 26 Better Interview Example
  27. 27. Never… •Call right before/during a show •Call on an obviously busy news day (i.e., election day) or disregard current events •Speak to an intern •Pitch blindly (know who you’re targeting) •Ask only if they “got the release” •Tell them “I’ll send you the pitch” •DON’T say I have this spokesperson for you… •DON’T say I have this author, musician, actor/actress. Don’t assume they know who your spokesperson is. •Send oversized, overstuffed press kits when unnecessary, or long email pitches with large attachments 27
  28. 28. Always… •Target correct show, producer •Be friendly and brief on the phone •Make your subject line count •Send short, concise pitches and alerts •Make your pitch within 10 seconds •Be sensitive to breaking news, deadlines •Make your pitch nationally relevant OR localize your pitch •Give specifics: time, location, info, parking •Don’t be afraid to pitch on Mondays and Fridays •Remember: Local TV News generally only have 1-2 weekend camera crews •Find out interview logistics 28
  29. 29. Pitching in Action
  30. 30. Subject: Crest Pro-Health story idea Dear Samantha Critchell, I am writing to let you know about the new Crest-Pro Health Whitening Toothpaste launching in June 2011. When people engage in wellness activities, like a frequent exercise routine or a controlled diet plan, they want to see results of the positive changes they make. Similarly, they want the healthy dental care choices they make to be evident in their smile’s appearance, but surface stains and plaque accumulation can prevent their best smile from shining through. With the introduction of new Crest-Pro Health Whitening Toothpaste in June 2010, the health of their smile can be reflected in their naturally whiter teeth! Plaque accumulation and surface stains caused by coffee, tea, and/or wine can get in the way of revealing a healthy smile. Crest Pro-Health Whitening toothpaste provides both health and whitening benefits. It protects all these areas dentists check most: fights cavities, tartar, sensitivity, plaque and gingivitis; whitens; and protects against bad breath. Crest-Pro Health Whitening Toothpaste removes more plaque than ordinary toothpaste, provides plaque protection throughout the day, and kills bacteria that can cause plaque and gingivitis. Moreover, it reduces unhealthy buildup and up to 50 percent of surface- level stains for naturally whiter teeth in just three weeks. Crest Pro-Health Whitening Toothpaste will be available in Fresh Clean Mint flavor in a 4.2oz tube for $2.99, 6.0oz tube for $3.49 and 7.8oz tube for $3.99 Crest Pro-Health conducted an online survey about the new product. Results of the survey include: • Crest Pro-Health helps prevent cavities • Crest Pro-Health can reduce up to 50% of surface stains • 65% of Crest Pro-Health users said the packaging explains the benefits Attached are the complete results of the Crest Pro-Health survey, plus several high-res jpegs of new Crest Pro-Health packaging and spokeswoman Julie Bowen. I can offer you an interview with Julie Bowen from the hit ABC show “Modern Family.” Julie previously starred in “Lost,” “Ed,” “ER,” “Weeds,” “Boston Legal,” Happy Gilmore and Horrible Bosses- the upcoming film with Jennifer Aniston. Julie can discuss her new ad campaign for Crest-Pro Health Whitening Toothpaste and survey results. I look forward to speaking with you at your earliest convenience. Sample Crest Pitch
  31. 31. Subject: Crest Pro-Health story idea INCLUDE MORE DETAILS- NOT COMPELLING TO OPEN Dear Samantha Critchell, SALUTATION LOOKS LIKE MASS EMAIL- WRONG CONTACT I am writing to let you know about the new Crest-Pro Health Whitening Toothpaste launching in June 2011. When people engage in wellness activities, like a frequent exercise routine or a controlled diet plan, they want to see results of the positive changes they make. Similarly, they want the healthy dental care choices they make to be evident in their smile’s appearance, but surface stains and plaque accumulation can prevent their best smile from shining through. With the introduction of new Crest-Pro Health Whitening Toothpaste, the health of their smile can be reflected in their naturally whiter teeth! Plaque accumulation and surface stains caused by coffee, tea, and/or wine can get in the way of revealing a healthy smile. Crest Pro-Health Whitening Toothpaste provides both health and whitening benefits. It protects all these areas dentists check most: fights cavities, tartar, sensitivity, plaque and gingivitis; whitens; and protects against bad breath. Crest Pro-Health Whitening Toothpaste removes more plaque than ordinary toothpaste, provides plaque protection throughout the day, and kills bacteria that can cause plaque and gingivitis. Moreover, it reduces unhealthy buildup and up to 50 percent of surface-level stains for naturally whiter teeth in just three weeks. Crest Pro-Health Whitening Toothpaste will be available in Fresh Clean Mint flavor in a 4.2oz tube for $2.99, 6.0oz tube for $3.49 and 7.8oz tube for $3.99 Crest Pro-Health conducted an online survey about the new product. Results of the survey include: • Crest Pro-Health helps prevent cavities • Crest Pro-Health can reduce up to 50% of surface stains • 65% of Crest Pro-Health users said the packaging explains the benefits Attached are the complete results of the Crest Pro-Health survey, plus several high-res jpegs of new Crest Pro-Health packaging and spokeswoman Julie Bowen. NO ATTACHMENTS- THEY CLOG MAILBOXES I can offer you an interview with Julie Bowen from the hit ABC show “Modern Family.” Julie previously starred in “Lost,” “Ed,” “ER,” “Weeds,” “Boston Legal,” Happy Gilmore and Horrible Bosses- the upcoming film with Jennifer Aniston. Julie can discuss her new ad campaign for Crest Pro-Health Whitening Toothpaste and survey results. MUST DISCUSS OTHER TOPICS- FAMILY, UPCOMING PROJECTS I look forward to speaking with you at your earliest convenience. WAY TOO LONG- PITCH IS NOT CLEAR TOO MANY PRODUCT MENTIONS MOVE UP CELEB OFFER TOO MUCH BIO INFO STATS NOT NEWSWORTHY
  32. 32. Become a Stronger Storyteller 32 •Read good news and feature writing and observe how the pros begin, tell, and end their stories • Watch classic movies • Practice everyday via email and conversation • Listen!
  33. 33. Practice Your Pitch •Use the facts provided to draft a fictitious pitch email including a subject line you would send two or three weeks before the World Economic Forum’s Annual Meeting in Davos, Switzerland. •The goal is to secure an interview/meeting on behalf of United Way Worldwide President and CEO Brian Gallagher. •Your target is CNBC.com Finance Editor Jeff Cox, who will be in Davos and has an interest in the topic of wealth inequality. •CNBC is a television network and news website that covers politics, business, finance and entertainment. 33
  34. 34. 34 The Final Pitch Subject: CEO Meeting Availability at Davos Hi Jeff, I’m writing to gauge your interest in meeting with Brian Gallagher, president and CEO of United Way Worldwide, during the WEF Annual Meeting in Davos. Mr. Gallagher has a strong point of view on a number of the topics that promise to drive the conversation at this year’s meeting. In particular, he would welcome an opportunity to share his thoughts with you on the challenges and opportunities associated with addressing the issue of wealth disparity in communities around the world. While I’m sure you have a busy schedule, please let me know of your interest in a short conversation with Mr. Gallagher on this topic. If you send me some times/days that work for you, I would be happy to help coordinate logistics. Best,
  35. 35. 35 The Result “We focus on opportunity. We’re big because we’re small.” — Brian Gallagher, President and CEO, United Way Worldwide
  36. 36. Thank you! 36
  37. 37. PR Resources Public Relations Society of America (PRSA) www.prsa.org PR Week Magazine www.prweek.com 37

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