March 9th, 2010
Image: Flickr user Ivan Walsh
Oh joy—another PR Tools discussion! Last we spoke, I argued for the importance for the press release in the PR industry. I still stand by my statement that “the press release is the foundation of any earned media campaign,” but just as one must adapt to live, one must also accept change to survive in the PR industry.
In the last eighteen months, Twitter and Facebook and other social networks, such as Chatroulette, have taken off. In order to exceed the status quo we (and other PR professionals as well) have had to adapt our styles, techniques and tools to maintain our audiences’ attention.
So how long do we have to maintain someone’s attention? According to Wikipedia, the average adult will only focus on something for eight seconds unless the person engages in a sustained focus—the act of actively concentrating on an object or task at hand for twenty minutes or more. This means that we have less than ten seconds to seduce our readers into an uninterrupted focus on our press release. Catchy headlines and sub-headers are nice and dandy but what better way to tempt our readers than to include pictures, slideshows, etc. in the press release? Websites like PitchEngine (an ELISE favorite) allow for graphics and videos to stream while the viewer reads or skims the release. Since publishing our NCIIA March Madness for the Mind 2010 release on PitchEngine it has been viewed over 300 times.
As society begins to rely more heavily on visual news rather than the written word, the PR industry must be malleable and willing to conform to new practices and techniques that will emotionally entice the reader and motivate them to read about the story. It isn’t enough to have a well-written story any more; graphics and visuals are necessary. How will you incorporate them into your next PR campaign?
February 12th, 2010
Wow, it’s been awhile since last we covered a PR Tool. Between planning for Tech4Society, March Madness for the Mind 2010, the opening of Marvels + Ciphers and signing new clients, we at ELISE have been very busy. Part of the reason for our busy schedules has to do with the amount of press releases we have been pumping out lately.
Speaking of press releases, I have been hearing lately that press releases, like print media, are dead. I am going to argue otherwise. Since the general public is still relying on journalists for their news, journalists are still counting on press releases—and related targeted pitches from their trusted sources— for the most concise information.
The press release is the foundation for any earned media campaign.  It helps frame the argument and position the story for a reporter—and the general public— whether or not it is put on the Wire or even used in its entirety. No media campaign is complete without a well-written press release.
As you know, the times have changed, and our PR Tools have evolved to meet current technology and communication needs. The next PR Tools post will talk about the natural progression of the traditional release into social media press releases, a contemporary and useful PR tool.
November 25th, 2009
ATTENTION! VERY IMPORTANT!
I guess I don’t have to cyber scream it, but it grabbed your attention didn’t it? Much the same way the the media alert would.
What is a media alert? A media alert or media advisory, is a tool used by PR professionals to interest media about an announcement or upcoming event. Media alerts are to-the-point and answer the questions who, what, when, where and why in less than a page. They are effective because they draw the journalist in without losing them in the extra verbiage that press releases and media kits tend to contain.
Recently, I have noticed that some PR professionals are using Twitter and Facebook statuses to promote their clients. I understand where this trend is coming from, but I would suggest that these methods and practices are not as effective in securing TV and print coverage as the media alert. As far as I know, journalists are not going to hop on their Twitter or Facebook accounts to find their next story. Just look at how little journalists use other social networking sites, such as LinkedIn. Our trip to the Philadelphia Inquirer a few weeks ago reaffirms my belief that journalists working at traditional media outlets just are not ready to fully embrace the 140 character trends sweeping the industry. Yes, the journalist enjoys bite-sized information but sometimes 140 characters just isn’t enough and clicking the provided Web link is an extra step not worth taking. Journalists are busy, and the more work we do in advance the greater the potential for positive results. We are nothing if not thorough at ELISE.
Five years from now the traditional media alert might be totally extinct, but as for now it still reigns as king with us.
October 28th, 2009
Ah, the media kit— a clever, creative and oftentimes colorful way to convey your message in a concrete fashion. Many agencies have shied away from such marketing collateral in an effort to participate in the more cost-efficient and trendy 140-characters-or-less banter, but we at ELISE love the media kit and welcome them with open arms. In fact, we pride ourselves in bringing traditional press kits back into popularity.
Why? Because when most people are overwhelming your inboxes with poorly researched pitches and press releases, we are reconnecting with an old friend through a delivery from UPS or FedEx.
The media kit pulls the journalist into the story the same way the journalist pulls the reader into their stories—artfully juxtaposing words and images. Marketingterms.com claims “there are no static rules, and media kits vary greatly.” One campaign could be advocating for social change and an end to poverty, while another is informing the media of an upcoming event in San Francisco. But all are designed to ultimately grab the attention of the recipient and inspire them to ask questions about the enclosed message.
A journalism professor of mine once said: “as much as I used to loathe getting information from PR professionals, I always took the time to open their press kits because there was a certain radiating passion that went into the composition of that particular package.”
Speaking of college days, let’s take a trip down memory lane. Every college memory starts with one piece of mail—the acceptance package. There is a similarity between the intentions of a college acceptance letter and a press kit. Colleges and universities are still mailing out acceptances every year because they understand the significance and the perceived intimacy that goes along with receiving a piece of mail.
Media kits convey the same messages. Though not always life changing, the PR professional has chosen you, the reporter, to receive this particular package because they know that you will appreciate the gesture and that you also care about the messages, facts and suggestions hidden inside this piece of art. It is a personalized, professional way of saying “I thought this might interest you.”
October 12th, 2009
PR professionals have a few standard tools that we tend to utilize on a day-to-day basis—the press release, the media alert, the pitch and talking points. Everything else—the research, templates, internal tracking/monitoring documents, etc.—differs from agency to agency.
Over the next few weeks I plan to run a series of posts about the importance of some of the PR tools we at ELISE communications create and implement everyday.
Today, I would like to focus on the importance of talking points. Whether preparing for a meeting with a journalist or a major press conference, it is important for a PR firm to provide their clients valid and up-to-date talking points. Talking points are exactly what they sound like: a list of key messages that ideally would come up in conversation that are also relevant to both parties involved. Ample research and a firm understanding of the person you are representing are key when drafting a set of talking points.
I know there are many people in this world that think they are excellent at on-the-fly responses and do not need to do advanced work, but oftentimes those are the people that end up having to back-peddle and reword or stumble over their responses. I recently witnessed my brother play a phenomenal football game against the Air Force Academy and (not to brag) score the game-winning points for the Naval Academy. He was then whisked away to participate in a press conference (his first—hopefully not his last). After viewing the conference I realized how useful a set of talking points might have been in that situation. Yes, he had an idea of what they would be asking him about, but no, I don’t think he was ready for the curve ball question: “So when was the last time you missed a field goal?” Someone else had to respond for him to prevent the pregnant pause: “Two games ago. Next question!” Thankfully, the other questions that followed were not as awkward, and I think he did fabulously for someone I know to be very humble and shy.
Hours later I received the phone call from Joey and the first thing he said to me was: “Chrissy, man I really could have used some talking points in that press conference! Do you know of anyone who might be able to help with that?”
Image courtesy of Joe Buckley. (Photo is from a Navy game against Pittsburgh earlier this year.)
