Public Relations Blogger

Jobs In Public Relations | Tips for Getting a Job in PR

2009-09-08T11:18:00.000-07:00

It may seem somewhat daunting in this economic time to find a job of any sort. Depending on where you're starting, being a recent graduate or a specialist from another profession, here are a few tips that might help you land a position in public relations:

[If you'd first like to learn more about public relations (and if it's the career for you) and the differences between it and advertising, click here]

First things first: it is in your best interest to have an education. Having a degree in public relations is not always necessary as a degree in journalism, marketing, or communications may suffice in lieu of a PR degree. The playing field has been leveled, though, with more and more individuals making their way into the job market with degrees; a bachelors degree seems to be the new high school diploma. It has become a necessity in order to find yourself with more options when looking for a career or job.

Where to start, where to start...

Finding a job to apply for may be the hardest part of getting a job in PR, but it could be half the battle. Some place to look may be your school's job board (if you still have access), LinkedIn, Facebook, PRWeek Jobs (US), Monster, and America's Job Bank may be some good resources.

For some ideas of best firms to work for, check out TheHolmesReport, which offers news and intelligence for PR professionals. Here is a list of their best agencies to work for.

Bulldog Reporter also offers media news and intelligence for PR professionals, and has job listings on their site, which you can search and read through here.

LinkedIn even has an Entry Level and Intern group specifically for Public Relations. If you do not already have a LinkedIn profile, create one for yourself! It may be a resource a prospective employer may use to learn a little more about you and your accomplishments. Once you have a profile, you can join the PRintern|EntryPR group that lists internships and entry-level jobs, as well as discussions, articles, and available advice from PR professionals. With over 830 members, this may be a good place to start.

Also, be sure to check out industry publications, magazines, and other websites to get some leads and possible career opportunities.

Ok, so you've found a job you want to apply for. Now what?

Find out who to talk to about the position. Is it HR, the PR department, or the CEO? Figure it out so you can address your cover letter and other correspondence appropriately. This will show preparation and real interest in the company/firm and the position. If you don't seem interested, there is no reason for the firm to even consider hiring you; why would they want to? They want someone passionate about the company and what the company is doing.

If there is a job description, tailor your resume and cover letter accordingly. If the job description asks for attention to detail, excellent communication skills, and computer skills, by all means say that you have exactly these things! (So long as you have these qualities, of course.) List them as reasons why you would be a good fit for the firm, and what you could bring to the firm. Action words are key.

The person interviewing may also want some writing samples or examples of any PR work you may have done in the past. Do not supply them unless asked for; you can mention you have examples in your cover letter, but there is no need to inundate the hiring person with more to read when they may not even read your entire resume.

If you start off right, you may land yourself a position you love, or maybe one that just leads to another. Either way, being prepared makes it easier to accomplish your goals.

"Train Hard, Win Easy"

Tags: Job In Public Relations, Public Relations Jobs, Public Relations Career, public relations

5W Public Relations: A Quick Company Overview

2009-09-07T10:54:00.000-07:00

One of the top 25 PR firms in the industry, 5W Public Relations has clients the likes of Harrah's, Evian, McDonald's, XM Satellite Radio, and BET Networks. Founded in 2003 by Ronn Torossian, they are now a full-service firm, and work in the consumer, technology, entertainment, lifestyle, fashion, corporate communications, and health and wellness areas. The are headquartered in New York with an office in LA. They were voted the 5th largest firm in NY and the 21st largest firm in the US by the O'Dwyers PR Report, and have revenues exceeding $11.5 million.

To learn more about one of the 'fastest-growing-agencies', check out their website and their CEO's blog, which can be found here on their homepage.

Tags: 5W Public Relations, public relations firms, public relations companies, public relations

Public Relations Associations

2009-09-07T10:33:00.000-07:00

Below is a list of a few associations in the public relations industry. For more information visit each of their websites where they have blogs, news, and an application to join.

Public Relations Society of America: With more than 22,000 members, PRSA offers their members an outlet to have their voices heard, an opportunity to stay on top of emerging trends and industry news through the Public Relations Journal and Tactics and Strategist, the ability to extend their networks while increasing their knowledge through chapters and the sharing of information and ideas, as well as online resources (including case studies and full-text articles) for members only.
International Public Relations Association: IPRA offers international networking opportunities through global conferences and regional meetings, annual directories of members, and online global PR resources. Also as member, there are benefits such as reduced fees to international PR conferences, reduced rates to online Hot-Link referral service, and professional credibility.

Canadian Public Relations Society: With ~1,500 members in 16 member societies located across Canada, in places such as Prince George, Vancouver, Toronto, and Ottawa, they are one of the top associations in North America and Canada, and provide networking for members as well as a member referral program, leadership opportunities, and a National Resource Library.

Council of Public Relations Firms: Some of the membership benefits of the Council of Public Relations Firms include: Proprietary Research, access to major industry studies and data, participation in business development programs, recruitment and intern support, and much more. The Council represents ~14,000 employees and a large portion of the est. $4.0 Billion dollars in US revenue.

Entertainment Publicists Professional Society: Founded in 1991, EEPS has been a tool used to bring people from every level of entertainment publicity together in order to share their expertise, information, and ideas. Members are encouraged to join committees, such as the activities, membership, publicity, and website committees. Benefits include a free subscription to EPPS's bimonthly newsletter, discounts on the SCOOP seminars, and access to the Motion Picture Federal Credit Union.

International Association of Business Communicators: IABC provides a network for over 15,500 business communication professionals in 80 countries. Members come from backgrounds in PR, marketing, advertising, training, editing, writing, and graphic design, to name a few. Joining the association gives these professionals a resource in order to make an impact in their jobs, find clients, and to find and explore the hidden job market.

Issue Management Council: "Helping members anticipate and successfully resolve issues through effective management processes". This council is from professionals who work in managing issues and for those who wish to advance in the profession.

Tags: public relations associations, public relations, public relations memberships

360 Public Relations: An Overview

2009-09-07T10:19:00.000-07:00

360 Public Relations, founded in 2001, is a public relations firm focused on niche consumers, such as foodies, homeowners, parents, gamers, and green consumers. They found that these target markets are passionate about what they consume and 360 Public Relations has upped their game and crafted a new, creative way of reaching these audiences. One of these creative ventures includes the MomSquad™ which "brings a real parent perspective to clients, brands, products and services the agency represents." The members of MomSquad™ are people who parent and market, and are journalists, researchers, and PR veterans.

They have helped the likes of companies such as Lego, PBS, Vicks, Snuggie, and Disney. They have some case studies on their website that highlight some of their clients, including Crock Pot, Lego, and Ball. Among the work they have completed, they also network through Converge™, of which they were a founding member. Converge™ is a geographically diverse network of agencies that offers resources and expertise in markets across the US, on-ground, and in the market.

To read more about them and to visit their website, click here.

Tags: 360 Public Relations, public relations firms, Public Relations Companies, public relations

J Public Relations

2009-09-07T09:00:00.000-07:00

J Public Relations is a PR firm based in San Diego, California. They are a select-service boutique agency that specializes in hospitality, restaurant, design and consumer products, and travel/tourism public relations and marketing. They were initially established as a partnership between Kim Guyader and Jamie Sigler, both of whom had experience in the public relations industry.

With a PR team of women, J Public Relations has helped clients such as Harrah's, Sheraton Hotels, AIDS Walk San Diego, and many, many more. They offer public relations, media relations, community relations, cause marketing, promotions, event management, talent management, and online marketing services.

To read some of their case studies and to learn more about their all woman PR team, click here to be redirected to the home page.

Tags: J Public Relations, public relations firms, public relations companies, public relations

Public Relations Jobs | Some Typical PR Jobs

2009-09-06T21:16:00.000-07:00

Some Typical Public Relations Jobs

Though the PR industry has a lot to offer in jobs and careers, this article will address a few typical jobs that can be found within the industry.

Public Relations Specialist: This position usually requires a 4 year degree, preferably a BBA or BBS degree in an area dealing with Marketing, Communications, Journalism, and behavioral sciences, or field closely related. Excellent writing skills are required, as well as a range of 0-4 years of experience, depending upon the hiring company. The position calls for an individual who will be able to effectively incorporate marketing and public relations to better handle marketing and PR campaigns and advertising. In order to promote the company favorably and to create an ideal company image, the PR Specialist will do a variety of tasks, from compiling publications and other works to generating and retaining relationships with customers, media outlets, and retailers.

Public Relations Manager: This position also requires a BA degree, also preferably in Communications, Journalism, or Public Relations. Excellent writing skills are also required, as well as the ability to meet deadlines and work under stress. (As is required in many, many jobs.) 3-5 years experience is also required. The main tasks this job entails monitoring press coverage, developing and managing relationships, and working towards increasing visibility of company brand.

Public Relations Supervisor: This position too looks for a BA or BS degree or equivalent in Journalism, Marketing, or Public Relations. 4+ years of experience are typically required, as well as some industry experience. Writing and communication skills must be exceptional, and one must be driven and hard working. Some of the job's tasks include overseeing, coaching, and mentoring junior-level team members, providing client feedback to team members, analyzing results and reports to evaluate program effectiveness, and assisting in the preparation of client billing and overseeing administration and budget. Tasks also include gaining outside exposure, enhancing company credibility and visibility through print and other forms of media, as well as implementing other public relations strategies. This job requires that you work well with others and under pressure.

Permanent Link: Public Relations Jobs
Tags: Public Relations Jobs, PR Jobs, Public Relation Jobs, PR Jobs

Online Public Relations Resources: Free Sites to Post a Press Release

2009-09-06T14:57:00.000-07:00

Are you launching a new product or website? Announcing a new book, movie or seminar? Then you’ve probably created a press release – sharing the: who, what, when, where, how and why of your special newsworthy item.

However, there is a lot more to a press release than just creating one. Perhaps the most important aspect of a press release is the distribution. The purpose of a press release is to gather media attention. Online there are many places to post your press release. However, if you’re on a low project budget, the cost can be prohibitive – ranging from the hundreds to even thousands of dollars.

Below, I’ve gathered several sites, forums and lists that will allow you to distribute your press release for free!

Places to Post Your Press Release For Free:

-BizEurope

-Free Press Release

-Click2NewsSites

-PRWeb

-PressBox

-DimeCo

-OpenPress

-Press XTV World

-Press Blaster

In addition, there is a great thing called “Web Rings” where like sites are grouped together in a directory like fashion, check it out by clicking here.

Also, don’t forget the importance of discussion boards and online forums. Be sure to check out the different groups offered by both Yahoo! and MSN to see if they may be interested in getting the word out on your new product, service or site!!

There are many avenues out there for getting the word out without going broke! So, don’t be intimidated, get started sharing the word. You may just be surprised by the results!!

Jennifer Gibbs is a successful freelance professional living in South Georgia with her husband and son. If your business is in need of an exciting press release (or an exciting SEO’d press release) visit her website here.

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Tags: online public relations resources, public relations online, press release distribution, public relations, free press release submission

About the Author: Ashley Wirthlin

2009-09-05T13:45:00.000-07:00

I am a Marketing Associate of the H Media Group and I write daily here on Public Relations Blogger.com. I have experience in marketing, event coordination, and non-profit fundraising. I am a Marketing and Management graduate from the University of Portland.

I am currently working on developing a public relations certification program while continuing to write about public relations best practices and tools through this blog. Thank you for your interest and time in our website.

- Ashley

Ashley Wirthlin
Team@BusinessTraining.com

Public Relations and Search Engine Marketing

2009-09-02T16:13:00.000-07:00

Below is a video on search engine optimization, and how to use public relations within an internet marketing strategy.

Tags: Public relations, internet marketing strategy, online marketing and public relations, PR strategies, online pr strategy

Tips for Writing a Press Release

2009-07-09T11:00:00.000-07:00

A press release is a document written about a company, by the company, to be distributed to print and web sources, as well as other media types. Typically, these are created/ written by the publicist of the firm.

This document is used to announce the launch of a product, a landmark in the company's current ventures, or any other news regarding the company, their employees, plans, economic information, or affiliates/ partners.

With a press release, the company is able to avoid bias from reporters or analysts, though the company's own bias is included in the release. Press releases rarely cast a bad light on the company writing the release, and they are usually written to announce good news or solutions to problems reported on in other types of media.

The main components of a press release include:

Time of Release: Crucial for a press release: the release may be prematurely released, so establishing a time to send out the press release, as well as when other news sources are free to post the release, is essential for ensuring proper exposure, release, and advertising.
City, State, and Date of release: This is simply more information for the reader to learn of where the company is located and how recent the press release is. Often, news sources pick up on press releases days after the company initially launched it, so this is useful information.
Body: The desired text or information for the release as well as the main reason for the press release being launched.
Contact Information: Also crucial for a press release, as the press release can be a great source of free publicity, and for readers/ viewers, there needs to be a way to contact the company releasing the press release. It is wise to list the Marketing Director here or the main publicist.
Finally, the Company Information: This is additional information about the company, such as what they do, the products and services they provide, and what they are currently working on. This is all a great source of free publicity, especially when launching a new product or service, or signing on with a new employee or partner.

Tags: writing press releases, PR, public relations, press release tips

2009-07-07T17:46:00.000-07:00

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Ogilvy Public Relations: A Brief Overview

2009-07-03T12:47:00.000-07:00

Ogilvy has been around for a little more than a quarter century when in 1980 the subsidiary Ogilvy & Mather Public Relations Inc. was founded by David Ogilvy. Through acquisitions and years of proving themselves, Ogilvy has become another prominent PR firm on the forefront of public relations.

In addition to their US offices, Ogilvy has offices in China, Taiwan, Korea, Bangalore, India, Sri Lanka, Czech Republic. They hold clients the likes of BAND-AID, Disney, DuPont, Fox Mobile Entertainment, Johnson's Baby, Slim-Fast, Pfizer, Canon, LG Electronics, and Lipton, just to name a few.

If you'd like to read more about this worldwide public relations firm, click here to be redirected to their website.

Tags: Ogilvy public relations, public relations firms, public relations

PR Week's Agency of the Year 2009: A Quick Overview of Edelman Public Relations

2009-07-03T12:16:00.000-07:00

Edelman is "the leading independent global PR firm." (edelman.com) With over 3,000 employees and offices in more than 50 countries, Edelamn is an easily recognizable force in the public relations industry. What's more, Edelman has clients that are also easily recognizable, such as Quaker, Brita, Dove, and XBox 360.

Edelman started in 1952 after Dan Edleman, founder and chairman, left the Toni Company to open his own PR firm. With accomplishments such as bringing western companies to China, being the first public relations firm on the web, and creating standards to OTC drugs, Edelman seems to be going strong.

If you'd like to read more about Edelman and their accomplishments, numerous as they are, click here to be redirected to their website's homepage.

Tags: Edelman public relations, public relations firms, public relations

Free Services For Public Relations

2009-07-03T10:37:00.000-07:00

What's a press release? This is generally a one page story about your business, your product/service or an event happening related to your business that is about to, or recently occurred. These publicity stories are generally "shot gunned" to newspapers, radio, television and the trade publications.

Then imagine having your products/service written on newspapers, trade publications, aired on radio and viewed on television absolutely for FREE!!! Pal, that's going to skyrocket your profit target. That's what press release can do for you. It's not going to cost you anything to do this, not a dime.

Don't get excited yet because survey shows that 95% of all press release are rejected, they don't make it. The problem is getting the people to whom you've sent these press release to use them, publish or broadcast them. But this article will show you the art of making a good press release that will be accepted by news directors and editors, and give your product/service the publicity it needs.

The two basic things to pay much attention in making your press release is the writing and presentation. So lets start from writing. What would you write about? You can write about just anything but please it" MUST be something that will sell the first person receiving your material - the editor or news director. Then the media man will quickly see and understand how your product or service benefits, his readers - thereby making him a hero to them.

Go right to the point and say your product is lower in price, more convenient to use or in what way your product or service is useful to the people in general. It's a good idea to include a complimentary sample of your product. Don't make the mistake of telling the story of your ups and downs towards your success about your product/service. They don't have time for that, they only want things that alerts them of something new and probable real interest to their readers.

Try to associate your release with current events in the news. Is there job layoffs, increased unemployment, and inflation or growing need for earning extra income? Then its an opportunity to cash in if you have a product/service that's a solution.

Now you have gotten a story to write, to make it to be attention grabbing depends on how you write your headline. Lets say your product/service offers a solution to the above mentioned problem. Here's an example of a headline that could be used - MONEY MAKING GUIDE: SECURE YOUR FINANCIAL FUTURE, NEW SOLUTION FOR THE UNEMPLOYED.

You can write the headline before the story, and then a story to fit the headline or the story before the headline, and then a headline to fit the story either way basically the same as writing a space ad or a sales letter; you attract attention with the headline and fill in the details with your story.

About The Author

Emma okafor, an online market researcher and writer. His blueprint success in online marketing is available in his site here.

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Tags: free publicity, public relations, press releases

Public Relations Tips for Dealing with the Media

2009-07-03T10:23:00.000-07:00

It behooves you to know and remember the names of reporters. Reporters know everybody. They talk to and interview people constantly. Because of their job, they usually size people up in a matter of minutes, sometimes without even meeting them face-to-face. If first impressions ever count, this is one first impression you don’t want to mess up. Be sincere, polite and try not to use slang.

A good reporter uses perfect grammatically structured sentences and flawless spelling when writing articles. Usually these skills transfer to many other facets of their persona therefore you should not be intimidated by an articulate and well-spoken reporter. It makes sense that they of all people might possess a perfect command of the English language. It goes with the territory. They are used to the fact that most people cannot keep up with their vocabulary. So don’t try to impress them with your speech. Any attempt to fake them out with words is sure to fail. Be yourself. It doesn’t mean they are smarter than you. On the contrary, if they were smarter they would be a freelance writer instead of a periodic journalist or perhaps own their own business like you. It pays better and you don’t have someone else editing your stories or asking you to rewrite something to change the slant or angle.

Most journalists are like artist. They are creative. Creative people don’t like to be put into structures, systems and absolutes. But periodic newspaper writers are forced into this through deadlines and space requirements. Many reporters like the type of work they do, writing, but they absolutely hate the structure. It’s stressful, hard work and not that much fun. A few reporters love the challenge of deadlines. These are the ones to watch out for. With these reporters, you should have your answers to questions pre-thought out. They will surely take most of what you say out of context. They are in a hurry. They are only concerned with finishing the story on time and then writing another. They will interview a few people instead of many to get to the bottom of the issue. They will use your name and insert a quote from you where it fits and when they need it. And then conveniently change, modify and delete parts of what you said or what they wanted to hear to fit nicely into a complete story. If, for some reason, they disagree with what you said or they just don’t like you, it’s all over. So this brings us back to our original thought. Be friendly to reporters. Be honest, truthful and sincere. Help them keep it short and sweet and help them save their valuable time.

When you see these reporters around town or at community events, be sure to acknowledge their presence. Even if you don’t have time to talk, a simple nod or good evening ‘Joe’ and a firm handshake will do.

"Lance Winslow" - Online Think Tank forum board. If you have innovative thoughts and unique perspectives, come think with Lance here. Lance is an online writer in retirement.

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Tags: media relations, public relations tips, dealing with the media and reporters, public relations

Ten P's for Professional Public Relations

2009-07-02T14:34:00.000-07:00

Everyone is talking about the Ps of successful marketing, so I thought it was time that PR had it's own Ps - essentials that will help you maximise your PR activities and results.

1. Pin-point

The first thing you have to do in a campaign is to pin-point your market. There's no point pulling out all the stops to get into the Financial Times when your customers are actually more likely to read The Sun. In fact failing to pin-point your market and consequently the publications it reads can actually make every single action you put into your PR after that point absolutely worthless. It may seem boring to spend time on market research, especially if you're keen to get going, but it's a vital part of the process.

2. Publications.

When you find the publications that your potential customers read (as well the radio programmes they listen to, the TV programmes they watch and the websites they visit) immerse yourself in them. Subscribe to them, read them on the train, in the bath, teach your kids to read with them. Get to know the language of the different publications, the focus, and who writes what.

3. Power.

Think about your message. If you're going to go to all the bother of putting a press release together it had better be powerful.

4. Passion.

One of the simplest ways to access power is to tap into your passion. Imagine reading your release out loud - is it vibrant, full of passion for the subject matter and compelling the listener to keep tuned in, or is it dull and monotonous with no impact whatsoever?

5. Pliable.

Your campaign has to be flexible, ready to respond to national or trade news. You need to be flexible, ready to break your routine and set aside a morning to make some calls if you suddenly come up with an idea that might get the press interested.

6. Poise.

Do try to retain some dignity. Journalists work to strict deadlines and conditions and if one of them says "sorry, it's not for us" then do respect them and don't start trying to convince them to change their mind. What you can do however is to ask them what is, and learn for the future.

7. Playful.

A sense of humour is vital..no client does better than the one that can crack a good joke or make a suitably humorous remark at the right moment. Even a bit of gentle flirting can sometimes work wonders!

8. Paper.

Don't forget that you don't always have to email. If you've got something visual, or particularly nice stationery (!) then do use the post. It's more expensive of course, but it will help you to stand out.

9. People.

Journalists and editors and people, just like you and me. Some you'll like and some you'll dislike, but it's important to treat them respectfully. Just like you rarely make a new friend over the process of one telephone call, it will take time to build up bonds and those all important "contacts".

10. Persistence.

I believe that this is the single most important factor when it comes to making your campaign a success. It can take months for a campaign to really get going and one press release alone just won't do it. Journalists need to see that you're hear to stay, a provider of professional material and a brand to be reckoned with. Be patient, it will happen.

Paula Gardner teaches businesses of all sizes how to raise their media profile. If you'd like the whys, hows and what to do's of a PR campaign at your fingertips then check out our PR ecourse here.

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Tags: professional public relations, public relations tips, public relations

Public Relations 101: Press Release Writing Tips

2009-07-02T14:20:00.000-07:00

Hundreds of thousands of News Releases are sent out all the time
and many people will show you different ways to write a news release in a way that will result in publicity for you or for your company.

However, many people over look the 17 Deadly Sins that you should never do or have in a news release. These can cause your news release to end up in the shredder!

I will discuss five of them here that I believe you should look at first. Ask yourself, "Am I doing any of these? And if so, rewrite or redo the new release before sending it out.

Remember that the reason that you are sending one is to get noticed and have it picked up by the different media outlets.

You can gain much credibility and attention when you send a successful news release. You can also be seen as a valuable resource for information or an expert in a particular field, so it is important to make sure that your release is completed right and does not have any of the deadly sins.

The first thing that people do is to send too much information. I have seen people fax 20 or more pages with background and promotion material. First this annoys the media. Second, the point of a news release is to get them to call you. They won't know what angle you are after and will guess with that much information.

That is if they publish at all. A news release should be one page, double spaced or at least 1/2 spaces with the most pertinent information on it. Only on rare occasions do you want more. You can and should have a media kit ready when they call, but the news release needs to be short.

Second, white space, white space, white space. Say these words repeatedly. Do not send a solid block of information. It is hard to read and hard to find the facts. People generally feel over whelmed at a solid block and are less likely to read it. Remember, with the volume of releases that are received every day the editors want to scan it fast to decide if it is news worthy. They also decide if it ties in with anything so they can know where to assign the story. If they are unable to scan and find the important details or find anything interesting fast it will be shredded.

Third, several of my friends in the media have said to me that one of their pet peeves with a news release is people who start with a history lesson. They said that they groan and crumple up the new release without going further. 99% of the time the history has nothing to do with the news part of the news release. The history lesson is much more interesting to you than it is to them. Tell them up front what the news is. Give them something to hook them in. There are many categories and classifications that you can use. Later you can mention some of the history or keep it for your media kit.

Fourth, be careful which fax numbers you use. Sending your news release out on an advertising line can get it shredded fast even if it is a good story. If you send your news release out on an advertising line it looks like a blatant request for free advertising. The media just won't want to use it. You could hurt yourself for future releases as well.

Five, Jargon whether it is in your industry or just way over used jargon. You will get a much better response if you give the benefits for the clients or customers of your products or services. Flashy descriptions say nothing of what you really have or how it can help people. Remember, you are probably interested in the features of your product but they are interested in the benefits.

Some examples of jargon are:

*Leading

*State-of-the-art

*Seamless

*Best of

*Turnkey

*Customer Driven

*Solutions

A study of all news releases sent via Business Wire and PR Newswire during a one-week period had one new "solution" being offered once every eight minutes on average! More than half of all companies claimed to be "leading providers"

It does take time to complete a news release right; however, if you are going to take time to create one, it only makes sense to do it in a way that is well received by your intended target market.

Remember these starter points and you will be on you way to creating a much more effective news release.

All the Best in your endeavors!

All the Best!
Maria Boomhower
The Master Communicator
To sign up for a free report on "The 7 Secrets to Communication Mastery" go to her website.

P.S. If you like what you're reading in this ezine, you'll love the book, "Effective News Releases" It's a manual that helps you to get noticed, have the coverage needed and build your credibility! Click here to learn more.

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Tags: press release writing tips, public relations 101, public relations

Public Relations Tips: Getting Media Companies on Your Side

2009-07-02T14:14:00.000-07:00

So you've put yourself "out there" with a public relations campaign. Your dealings with the media now become critical. Those relationships with the media can make or break your public relations efforts. Here's how to get the media to love you:

1. When the media calls, stop what you are doing and give them your full attention. That's right. Maybe you're having lunch. Or in a meeting. I advise my clients to say to others around them "I only allow interruptions when the media calls."

2. Treat the media like gold. Answer their questions in a forthcoming manner, in a respectful, pleasant tone. Do not disparage others and be careful about making negative comments. Do not lie or provide exaggerated claims. Just like you, media people appreciate those who take the "high road".

3. Be realistic about coverage. A reporter can interview you for an hour and you might only have one line in the media. Or none. Depending on how the story goes or space available or the editor's whim, any of the above can happen. The reporters owe you nothing for your time. Take this in stride and be pleasant and understanding in future dealings with them.

4. Lose control. You have control over advertising; you have minimal control over PR. That's the difference between paying for something and not paying for it. A media piece may not contain the "story" that you would like covered. It may focus on an angle you don't like. The reporter determines what angle to use, depending on his/her needs and information you provide. It also probably won't be 100% accurate. If it is 90% accurate, you're doing great. Take this in stride and don't complain to the reporter.

5. Stop complaining. Sometimes, after a phone interview, you will be misquoted. Unless it is truly a libelous or slanderous comment, you should take it in stride. DO NOT decide to complain to the reporter, or you will certainly not be getting any press, at least not favorable, in that media again.

6. Give several contact numbers, including day, night and weekend, to the media (including vacation/out-of-town contact info). The press waits for no one.

7. Be realistic about when the media will cover you. Typically, daily newspapers, radio and TV have a one-day to three-month coverage window. Magazines have a 2-3 month to one-year window. The lead times vary depending on editorial calendars, seasonal coverage and breaking news. In addition, the media chooses when they want to run a story; you have little control over when they run it, unless it is tied in with a timely event, such as a holiday. While you would love to see yourself or your organization on the 6 o'clock news or the front-page of the business section, the media may have other stories slotted for those options, or they may need to fill a space in another segment. Similarly, you might want your story to run immediately, but the media may hold it for months, if there is no urgency in running it.

8. Pick up your own copies of your articles or tapes. Do not ask the reporter for a copy. They will be offended! Pick up a copy of the publication or call the media outlet to order a copy or tape.

9. Spend time reading, listening to the radio and watching TV. These activities are a part of most of our days. And if you plan on "pitching" a particular media outlet, research it first (that means reading a publication, listening to the radio or watching that particular show, even if you generally wouldn't). Once you do your research, you will have a better idea of the types of stories they cover, and also what has already been covered. Remember, the more you understand what the media likes to cover, the more likely that you will create great media angles that the media loves.

10. Thank them. Media people, just like you, enjoy a pat on the back once in a while. And no one can ever get too many thank-yous. And to be remembered even more, put it in writing.

By putting effort into developing media relationships, you'll increase your chances of current and future public relations success.

Copyright 2008 Margie Fisher All Rights Reserved

Margie Fisher, President of Zable Fisher Public Relations, is the author of the Do-It-Yourself Public Relations Kit. For more information on the Kit, the Pay for Results Publicity Program, and to sign up for the complimentary PRactical P.R. newsletter, visit her website.

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Tags: public relations tips, getting the media on your side, public relations and media, public relations

Put Your Public Relations Department to Work

2009-07-02T13:54:00.000-07:00

Smaller companies don’t always have the budget - or inclination - to retain a PR hotshot to tell the world about their business success, but that doesn’t mean they aren’t a ready source of news.

The problem is it’s often dull news which is ignored by all except the industry press and quite rightly so in most cases. If you land a contract, you issue a press release. If you take on a new senior sales rep, you issue a press release.

Attending an exhibition? Press release, natch. These are simply announcements that you are doing what you do, that it’s business as usual.

With a little lateral thinking, however, you could be issuing press releases throughout the year which present topics and subjects that’ll have editors from all disciplines chasing you for the full story. Below I’ve presented just five brainstormers to get the creative juices flowing.

• Your Survey Says...

Even though I know nothing about your company, the odds are that you have the time and resources to carry out a survey which could get you some coverage if it’s implemented and reported properly.

Concentrate on your niche, whether that’s your industry or expertise. Keep it relatively simple, but ensure the final results have the potential to grab headlines. For example, if you’re a butcher, you could ask 100 people if they would give up bacon if their partner issued an ultimatum. ‘4 Out of 10 Choose Bacon Over Marriage’ is going to get an editor’s attention!

But be honest about your methodology. If you’ve simply polled a handful of your colleagues, don’t try to pass it off as a six-month research project.

Some journalists won’t touch a survey story with a barge poll unless it’s been carried out with the kind of planning that goes into a Nasa shuttle launch, but others might find it useful, particularly if it’s a fun subject and doesn’t take itself too seriously.

• Your Opinion Counts

Surf the major news sites - try Google News for starters:

Ask yourself what you or your boss would have to say about the main news stories
of the day. Or perhaps a current event impacts directly on your industry. Pretty soon
you’re going to have a story to tell.

A property solicitor in Scotland did this and the resulting story is great - here’s the
intro:

“Scottish property solicitor criticises Gordon Brown's tax U-turn.

A leading Scottish property solicitor has criticised Chancellor of the Exchequer Gordon Brown’s decision to abolish without notice the exemption for deprived areas from Stamp Duty Land Tax (SDLT), saying that the measure would have an adverse impact upon the commercial property market in Scotland.”

For the full story, click here.

• Your Opinion Counts 2 - Straight to the Editor’s Desk

While serving as editor of business magazines in the past, there have been times when PR companies have contacted me following publication with some kind of gripe regarding coverage of their company or client.

Disgruntled PR people are often being beaten hard with large sticks by CEOs and senior management who just don’t ‘get media’, so their persistence is somewhat understandable.

But 9.98 times out of 10 the PR exec is simply not going to get what they want - some kind of full-page, front-cover apology and glowing testimonial signed by the publisher himself printed with a photo of the editor’s public execution.

Every time I let them down I did say: “Write in - we’re always keen to receive letters to the editor.” I’d guess one in 20 actually went ahead and did so, but you know what? If every one of them wrote in I would almost certainly have printed them all. Good editors embrace transparency - if you disagree with them or their reporters they’re likely to print your letter.

• Happy Birthday

At the very most you’re 364 days away from some company milestone and if you put your mind to it you may find a few anniversaries just around the corner.

Don’t limit yourself to the xx years since the company was launched, how about the anniversary of the company’s first profit, a look back at the day the company took on its 10th employee, or the date a key contract was secured.

Then tell the tale of how your company has developed since this date. Be sure to include some drama, the good times and the bad, and plenty of meaty quotes from the most senior talking heads.

• Make a Date

Hunt for an angle based on some future date that is covered in one way or another by local and national press.

Browse some of these major online almanacs for inspiration:

Info Please

Scopesys

New York Times

What you’re doing here is following the Happy Birthday strategy, but looking for external hooks on which to hang your news release.

Local newspapers in particular like to keep an eye on the calendar, so if you can provide your neighbourhood newspaper with a story, photo opportunity or news release and photo package related to a particular event, celebration or holiday, you could get some great quality local coverage.

• Only Five?

Trawl the internet for reasons to write a press release and you’ll come up with dozens of lists. Some of them provide 30 plus reasons to issue a release, but the vast majority of them require you to have “done something”. They are reactive reasons, rather than proactive.

The reasons given above can be put into action today - you don’t have to wait to secure a new contract or make a high-level appointment to get ink.

You might not have known you were sitting on those news stories, but there’s no time like the present to tip off the press that you have them.

Copyright © 2005 George Hopkin

George Hopkin is a freelance journalist and CEO of ClickPress, a free press release distribution service which distributes content to some of the world’s most influential news and web search engines. ClickPress is a property of Pressventures, a provider of free and fee-based services to PR professionals.

You have permission to publish this article electronically or in print, free of charge, as long as the bylines are included. If it is to be delivered via email it must be to your own opt-in list only. A courtesy copy of your publication would be appreciated.

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Tags: public relations stories, public relations department, public relations

Do Your Public Relations Research Before You Act

2009-07-02T12:50:00.000-07:00

In fact, here are three really foolish goofs made by too many business, non-profit and association managers.

If that’s you, you foolishly do nothing positive about the behaviors of those important outside audiences of yours that most affect your operation.

You foolishly fail to create external stakeholder behavior change leading directly to achieving your managerial objectives.

Then you foolishly compound those goofs by never persuading those key outside folks to your way of thinking, or moving them to take actions that allow your department, division
or subsidiary to succeed.

Enough already!

What you really need to know is this.

The right PR really CAN alter individual perception and lead to changed behaviors that help you succeed. And your public relations effort must involve more than special events, brochures and news releases if you really want to get your money’s worth.

The foundation underlying public relations reads like this: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is accomplished.

Just look at the results it can deliver: new proposals for strategic alliances and joint ventures; prospects starting to work with you; customers making repeat purchases; stronger relationships with the educational, labor, financial and healthcare communities; improved relations with
government agencies and legislative bodies, and even capital givers or specifying sources looking your way.

And results need not stop there. For example, you should also see results like rebounds in showroom visits; membership applications on the rise; new community service and sponsorship
opportunities; enhanced activist group relations, and expanded feedback channels, as well as new thoughtleader and special event contacts.

Of course your PR crew – agency or staff – must be committed to you, as the senior project manager, to the PR blueprint and its implementation, starting with target audience perception
monitoring.

And furthermore, you must impress upon them the crucial importance of why your most important outside audiences really must perceive your operations, products or services in a clearly positive light. So assure yourself that your PR staff has bought into the whole effort. Be especially careful that they accept the reality that perceptions almost always lead to
behaviors that can help or hurt your unit.

Meet with your PR team and discuss the PR blueprint in detail, especially the plan for monitoring and gathering perceptions by questioning members of your most important outside audiences. Questions like these: how much do you know about our organization? How much do you know about our services or products and employees? Have you had prior contact with us and were you pleased with the interchange? Have you experienced problems with our people or procedures?

Luckily, survey pros can always handle the perception monitoring phases of your program, IF the budget is available. But remember that your PR people are also in the perception and behavior business and can pursue the same objective: identify untruths, false assumptions,
unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.

Now a word about your public relations goal. You need one that speaks to the aberrations that showed up during your key audience perception monitoring. And it could call for straightening out that dangerous misconception, or correcting that gross inaccuracy, or doing something about that damaging rumor.

The hard truth is that, when you set a goal, you need a strategy that shows you how to get there. You have three strategic choices when it comes to handling a perception or opinion challenge: create perception where there may be none, change the perception, or reinforce it. A bad strategy pick will taste like ketchup on your stringbeans, so be certain the new strategy fits well with your new public relations goal. For example, you don’t want to select “change” when the facts dictate a “reinforce” strategy.

Because awfully hard work really is awfully hard work, persuading an audience to your way of thinking means your PR team must come up with just the right, corrective language.

Words that are compelling, persuasive and believable AND clear and factual. You’ve got to do this if you are to correct a perception by shifting opinion towards your point of view, leading to the desired behaviors.

Review your message with your troops for impact and persuasiveness. Then, pick out the communications tactics most likely to carry your words to the attention of your target audience. You can pick from dozens that are available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But be sure that the tactics you pick are known to reach folks just like your audience members.

You’ve heard the old bromide about the credibility of a message depending on its delivery method. So, on the chance that HOW you deliver your message may affect its believability, you could introduce it to smaller gatherings instead of using higher-profile tactics like news releases or talk show appearances.

When you notice mumblings about a progress report, take it as an alert to you and your PR folks to return to the field for a second perception monitoring session with members of your external audience. Using many of the same questions used in the first benchmark session, you’ll now be watching very carefully for signs that the bad news perception is being altered in your direction.

If things still are not moving fast enough, you can always accelerate the effort with more communications tactics and increased frequencies.

No more foolish goofs!

Instead, depend on the reality that the right PR really CAN
alter individual perception and lead `to changed behaviors that
help you succeed.

Please feel free to publish this article and resource box
in your ezine, newsletter, offline publication or website.
A copy would be appreciated at bobkelly@TNI.net.

Robert A. Kelly © 2005.

Bob Kelly counsels, writes and speaks to business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communi- cations, U.S. Department of the Interior, and deputy assistant press secretary, The White House. He holds a bachelor of science degree from Columbia University, major in public relations.

Visit his website here.

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Tags: public relations research, public relations

Some Tips About Media and Public Relations

2009-07-02T12:47:00.000-07:00

What do Monica Lewinsky, Shoshanna Lowenstein, and even Richard Hatch have in common? Media exposure. They were ordinary people who became household names.

Business and professional people may be called upon to represent their companies. The ability to present yourself well to the media can make or break your professional reputation and your company’s image.

Will you be ready for your 15 minutes of fame? Don’t be caught unprepared when the media comes looking for you.

Here are some tips for becoming media savvy:

Know the audience. Who is the listener, viewer, or reader of that media? Is it a business audience, the general public, or a college crowd? What’s the focus of the show? Does it cover financial news, health issues, or women’s topics?

Know the difference between the show’s host and the producer. Write down their names. It’s embarrassing to call the host by the producer’s name.

Say thank you. Send a thank you note or small gift to the interviewer and the host. When Jerry Seinfeld announced his wedding plans, reporters interviewed his ex-girlfriend Shoshonna. She kept a stiff upper lip until the interview ended. Then she burst into tears.The reporters did not turn the cameras back on. Why? They liked her. Media savvy begins with good relationships.

Find an angle. Radio and TV interviewers are looking for good entertainment and good stories. They won’t interview you unless your topic is newsworthy and of interest to the listeners. Write a headline for yourself.

What’s unusual or different about your message? Tie your topic to an industry trend or current event. Make it interesting.

Speak in sound bites. Being brief is more important in the media than in any other situation. Say it simply. Eliminate polysyllabic words. Aim for a sixth-grade audience and speak in 15 second sound bites. You won’t have time to tell long stories.

One athlete I worked with gave long answers that lasted from 30-60 seconds. He realized he was going on too long and sounded unfocused. At the end of the session he was able to speak in 20 seconds sound bites. He saw the immediate impact.

Avoid a yes or no response. A one word answer will kill the conversation. If asked, “Do you still get nervous speaking?” say “Yes, in fact, last night I rehearsed and gave myself a peptalk. The only difference is now I can channel my nervousness.”

Look at the interviewer. Let the camera do its job. Speak to the interviewer, not the camera. The camera people will get the shots they want. Remember: you’re having a conversation with the host.

Assume the microphone is always on. Watch what you say during breaks. You could be picked up without knowing it and that could be embarrassing. This also applies to print media. When the interview is over don't add anything. What you thought was "off the record" might end up in print.

You may never become a national celebrity but these tips will prepare you when it’s time for your star to shine.

Diane DiResta, President of DiResta Communications, Inc. is an International speaker, training coach, and author of Knockout Presentations: How to Deliver Your Message with Power, Punch, and Pizzazz. To subscribe to Impact Player.

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Tags: media and public relations, public relations tips

Be a Public Relations Specialist and Prepare for Reporters

2009-07-02T12:42:00.000-07:00

Just about anyone who has been in the public eye has a story of the media interview that went south. "I talked to that reporter for an hour and all they used was a ten-second sound bite!" or, "He said he wanted to ask me about X when that was just a way to get in the door so he could talk about Y." Chances are, the reporter came armed with questions and if he really did his homework, knew what answers to expect. You should be just as prepared. Media training can't make the tough questions go away, but it can give you the tools to control the interview. Here are some tips:

• Anticipate the toughest questions and prepare/rehearse your answers in advance. Know going in what YOUR goal is for the interview. Are you releasing new information or reacting to an event or story that's already out there?

• Be able to cover key points in a conversational manner. Don't memorize. It will sound like it.

• Collect information from the reporter before the interview...

What is the deadline?

What is the story about? What is the hook/interest angle?

How do I fit into the story? What do you want? Quote? Statement? Interview?

Who else have you spoken with? What did they say? (This will also give an indication of where the story is heading. Are the other interviewees credible?)

What documents do you have have/need? (Does the reporter have a document you haven't seen? Have them fax or e-mail a copy before the interview.)

When will the story run? How long will it be? (There's a big difference between a minute-thirty TV news story, and a long, background article in the morning paper.)

• Have a mini-tape recorder handy. Tell the reporter that you'll be taping the interview, so you have a copy of what is said. This lets her know you're not a rookie.

• Beware of the reporter on a "fishing expedition". Wide-ranging, vague questions can be tricky and potentially dangerous. Reporters are fond of "What if" scenarios or "Could it happen here?" Clarify what she's going for. "I think what you're asking is..." It's O.K. to admit you don't understand the question or can't predict the future. If you find the interview veering off-course, bring it back on track. "You said we'd be talking about X and I'll be happy to answer your questions about that."

• Don't say "off the record" or believe something will be "off the record." There's no such thing as "off the record."

• Use simple terminology. If the subject is complicated, and the reporter is not up to speed, provide a simple verbal primer on the topic before the interview begins or give the reporter a handout of key information.

• Practice. Attend media training. See yourself on camera so you know what the audience will see.

The simple strategy of "tell 'em what you're gonna to tell 'em, tell 'em, and then tell 'em what you told 'em" is tried and true when it comes to the media interview. That leads to another tip. Know when to stop talking. Many a damaging sound bite has been uttered when the interviewee's guard was down, after he/she thought the interview was over.

©2005. All Rights Reserved

Through their workshops, seminars and consulting projects, Nancy Stern MA and Jody Hammond, MA, help people keep connected through conscious communication and savvy media skills. They can be reached for communication skills and media training at their website.

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Tags: be a public relations specialist, reporters, public relations

Make Sure Your Public Relations is Prepared for the News

2009-07-02T12:38:00.000-07:00

You never know when 60 Minutes will knock on your door and if not them, then maybe a local investigative reporter. A little media savvy is a valuable skill for executives and their image-conscious organizations. Unless you've had media training you know most businesspeople would rather face a firing squad than a crew from the 5:00 news. Although most reporters have professional integrity, some can be crafty.

We remember the story about a local fire chief responding to a reporter's questions. When the story aired, he heard the original question he was asked about one topic. What followed was his answer to another question. The result was disastrous. To avoid the possibility of something like this happening to you, be sure to repeat the question in the form of a statement so there is no way it can be taken out of context. Also be sure to answer in complete sentences. Simple yes or no responses are easily edited.

For example, the question might be, "What are your plans for staffing in 2006?" A tight response might be, "Our plans for staffing in 2006 include creating three new positions in marketing and sales." Remember, there are 30 frames per second of videotape and to be able to see an edit, it only takes two to three frames. So, don't take long pauses unless you have completely finished answering the question.

To help you overcome stage fright once the camera is rolling, take a few slow deep breaths before you allow the first question to be asked. If a microphone is pushed in your face in a spontaneous situation, take a second or two to compose yourself and be sure to think before you speak. Take control of the situation. Remember, about 93 percent of your communication in non-verbal so pay close attention to the signals you may be sending through your body language and vocal cues.

Saying "no comment" may say more than you may mean. It is often interpreted as a defensive response showing you have something to hide. An alternative would be, "We'll make a statement just as soon as we have all the facts." This allows you to buy some time and prepare what you want to say.

When you know in advance that you will be conducting a press conference, be sure to prepare. List the key points you wish to make and be sure the media has been adequately informed as to the purpose of the event. If there items you wish not to discuss to confidentiality, personnel or legal reasons, stipulate up front that these items are off-limits. If the reporter persists, respond in a pleasant tone of voice that you remain firm in your decision not to discuss those issues at this time.

When responding to the "loaded question," it is best not to rephrase and repeat what you heard. Loaded questions are often confrontational and filled with negative language. The worst thing you can do is get defensive or hostile in your voice or body. In your own words, relate to the issue and be concise. You may want to begin with something like, "I wouldn't describe the staffing situation like that." A statement like this to begin with will also allow you to buy a little time think through your response.

If a question is put to you that you do not have an answer for, simply say, "I don't know. I'll get back to you on that." Then find out and follow-up. The worst thing you can do is try to talk around it. Your non-verbal signals will show the audience that you are unsure and insecure.

The bottom-line: Prepare yourself with media training before reporters come knocking on your door. In any situation always remember to respond rather than react. Don't let your defenses get the best of you. Remain calm and take some slow deep breaths so you can think before you speak. How you say what you say really does matter.

© 2005. All Rights Reserved.

Through their workshops, seminars and consulting projects, Nancy Stern MA and Jody Hammond, MA, help people keep connected through conscious communication and savvy media skills. Check out their website here.

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Tags: be prepared for the news, public relations news, public relations

Make Your Online News Room a Great Public Relations Resource

2009-07-02T12:25:00.000-07:00

It’s hard to imagine a reporter working today who doesn’t regularly visit “official” company websites. And it’s hard to imagine just how much those websites have improved reporters’ lives.

Instead of calling a company for more information and waiting days for their press pack to arrive, reporters can now get the information they need in minutes with a few clicks of a mouse.

The above two paragraphs are obvious – so obvious, you might think, that they’re barely worth mentioning. But a quick glance at corporate and nonprofit websites reveals that many companies and nonprofits are missing a golden opportunity to sell their stories.

Most websites are good about posting their latest news and press releases. Reporters come to the site, see what’s already been announced, get what they need and leave.

But a few very clever websites are also using those visits to plant seeds for future stories with reporters. They “soft pitch” them on general themes or trends – not specific stories, but unique angles – from which reporters can tell a larger story.

The Urban Land Institute, a Washington, DC based nonprofit specializing in land use issues, does this particularly well.

In their online “News” section, the group maintains a “Leads, Tips, and Ideas” file for reporters. They view each reporter’s visit as an opportunity to encourage them to write more than a single story about their group.

For example, ULI recently suggested in its “Tips” section that reporters cover land use issues from the perspective of Generation Y, that 73 million person block of Americans born between 1979 and 1994. That young generation is forcing housing and entertainment developers to change their strategies to accommodate Gen Y’s desires. As a result, developers who understand their needs are thriving; those who don’t are at risk.

“These tips are a great way to raise our visibility with the media,” said Trisha Riggs, ULI’s Director of Communications. “The Generation Y tip has resulted in some several news stories.”

Ms. Riggs hopes these tips will result in news stories, but says another purpose is to draw the media to their website regularly and remind them that they’re available to help.

In addition to posting the news tips online, Riggs says, “We send them out to reporters at least once every two months by e-mail.” Those e-mails also often result in increased coverage.

How can you develop tips? Ask your staff to notify you when they write a new paper, serve on a panel or give a speech. You’ll likely hear about an emerging trend, threat, or compelling fact that would be interesting to a reporter.

These tips have one additional benefit. Your company’s issues are often “important,” but don’t have that extra something that pushes them into the world of the “newsworthy.” But tips make a nice outlet for important stories, even those that lack an immediate newsworthy element. They may not always result in a big feature story, but they may be included as a small part of a story a reporter is already working on.

Give reporters regular tips and they’ll have a good reason to be a repeat visitor to your website. And the more they know about you, the more stories they’ll write about you.

Brad Phillips is the founder and president of Phillips Media Relations. He was formerly a journalist for ABC News and CNN, and headed the media relations department for the second largest environmental group in the world.

For more information and to sign up for free monthly media relations and media training e-tips, visit his website.

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Tags: online news room, public relations news, public relations resource

Public Relations: Telling a Good Story is Part of the Job Description

2009-07-02T12:18:00.000-07:00

PRESIDENT BUSH TELLS A STORY

On March 18, 2005, President Bush stood before a group of Florida voters to tout his social security plan. He did something quite ordinary during his speech. He acknowledged a person in the audience and told her story.

President Bush told the crowd he had recently spoken with a local resident named Anna Brooks, a widowed grandmother, who would benefit from the type of social security personal account he was proposing.

We’ve all become accustomed to politicians pointing to people in the crowd and telling their stories, but why do they do it?

WHAT THE PRESIDENT UNDERSTANDS

Pay close attention to a key phrase used in the Anna Brooks anecdote – “social security personal account.” What do you picture when you hear that phrase?

Odds are, probably not much. It’s an abstract concept that’s tough to visualize and get passionate about.

What President Bush understands – as do most working politicians – is that abstract concepts have to be brought to life through real people. The story he told about Anna Brooks was about a woman suffering to make ends meet because her husband died at a young age. If only there were social security personal accounts, Mr. Bush argued, her financial suffering could be alleviated.

As he told that story, people in the audience nodded their heads in agreement. Yes, they all seemed to think, Ms. Brooks’ burden should be lifted, and, well, if personal accounts would help, they seemed like a terrific idea.

Imagine instead if the President made a more academic case filled with statistics and data. Do you think he would have elicited the same emotional reaction from the crowd? Would they have nodded their heads with the same enthusiasm?

WHAT THIS MEANS FOR YOU

Journalists are storytellers by trade and need drama to bring a story to life. Abstract concepts – be they social security personal accounts, medical liability reform or climate change – need to be brought to life through an anecdote.

Instead of just talking about the scientific effects of climate change on our biosphere, talk about the South Pacific fisherman who can no longer feed his family because the fish catch has declined due to global warming.

Instead of talking about medical liability reform, talk about the pregnant woman who has to cross state lines to meet with an obstetrician since her local doctors have all stopped delivering children due to high malpractice premiums.

And instead of talking about social security personal accounts, talk about a Florida widow who would benefit from them.

By doing so, the public not only understands what you’re saying, but begins to empathize with a specific person. That empathy means they care – and the more you make people care about your issue, the more they are willing to agree with your point of view.

AN ADDED BENEFIT

By offering anecdotes to journalists while being interviewed, you can help turn your Page 16 blurb into a front page feature article.

Abstract stories about process – if covered at all – are usually relegated to small blurbs on the inside pages. But by taking an abstract story and bringing it to life through real people, journalists can find those people, interview them and get a better sense of how they are personally impacted by your issue.

Suddenly, the reporter has a way of telling your story in a way that his or her audience is more likely to care about. Instead of telling a story about social security personal accounts in the abstract, the reporter can tell a story about social security personal accounts in which a specific person is genuinely affected. And that, paired with a photograph of the woman with her grandkids – is front page material.

Brad Phillips is the founder and president of Phillips Media Relations. He was formerly a journalist for ABC News and CNN, and headed the media relations department for the second largest environmental group in the world.

For more information and to sign up for free monthly media relations and media training e-tips, visit his website.

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Tags: public relations job description, public relations stories, public relations