beyond the press release media relations panel october 26, 2013
TRANSCRIPT
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Beyond the Press ReleaseMedia Relations Panel
October 26, 2013
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Goal of Today’s Session
• We can’t help you get your first job, but the advice you hear could help get your second!
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Why Media Relations Matters to YOU!Tips from Colleagues in the Field
• Being a “Pitching Ace” makes you marketable and promotable (and can lead to more $$$).
• Everything in PR is pitch-like, including client correspondence, content creation, copywriting.
• An early brass ring media hit instills confidence in both the pro and her client (in an agency setting) or boss (in a corporate setting).
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Meanwhile….A Great Media Placement Makes You Feel Like a Champion – No Matter How Much Experience You Have
Credit: New York Times
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Today’s Moderator: Adam Dvorin @AdamDvorin
• Media Director of Winning Strategies, a Newark, NJ Agency that handles PR, Advocacyand Digital Services for Clients.
• My Job is Part-Media Pitcher, Part Staff Coach, Part Strategist. All Exciting.
• Have Placed Stories on CBS, Wall Street Journal, USA Today, MSNBC, CNN and More.
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Questions
• In-Person Final 15 Minutes of Session.
• Via Twitter. @AdamDvorin
• #BeyondPressReleasePRSSA
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Panelists
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Tracy Davidson – WCAU-TV@tracydavidson10
YOU HAVE TO REACT QUICKLY TO NEWS OF THE DAY
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Tracy Davidson – WCAU-TV@tracydavidson10
• Winner of five Emmys, including the prestigious “Best News Anchor” Emmy for the Mid-Atlantic Region in 2008.
• Created and hosted hundreds of community events such as NBC10’s “Get a Job Events,” “The Great Shredder Event,” “The Money School,” small business seminars, DTV Transition help clinics and Phone Banks.
• Member of NBC-10 News Team since 1996.
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Tracy Davidson – WCAU-TVThree Tips for Beginning PR Pros
• Timing is everything, shorter and shorter news cycles, you have to react quickly to news of the day.
• Pitch has to be about enhancing the story .
• Know the journalist’s specific beat/ station format/philosophy.
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Michael Days – Phila. Daily News@MikeDays
TIMING IS EVERYTHING.
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Michael Days – Phila. Daily News@MikeDays
• Named top editor of Daily News in 2005 – among a handful of African American top editors at daily papers.
• Under his leadership, the Daily News won a Pulitzer Prize for Investigative Reporting in 2010.
• Briefly Served as Managing Editor of the Philadelphia Inquirer, 2011-2012.
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Michael Days – Phila. Daily News Three Tips for Beginning PR Pros
• Relationships matter, and they are easier to cultivate now that we are blessed with social media. Figure out who covers what. Then get a rep as someone who can deliver.
• Don’t send an editor or reporter a blind fax/email. It will not get read unless your client is a Very Big Deal.
• Timing is everything. Most reporters won’t care about what you are pitching unless it will enhance their story, due TODAY.
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Gillian Kocher -- @gillianakAlex’s Lemonade Stand Foundation
KNOW WHO YOU ARE PITCHING.
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Gillian Kocher -- @gillianakAlex’s Lemonade Stand Foundation
• Hired to her present position after sending an email AT THE EXACT RIGHT TIME when the Foundation happened to be looking to hire a new in-house public relations specialist. Proves timing is everything.
• Has earned major national media coverage of the Foundation in top-tier outlets such as People, US Weekly, The TODAY Show and The CBS Early Show.
• Formerly worked at the NY Agency Dan Klores Communications – rising from entry level to account executive in three years.
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Gillian Kocher -- Alex’s Lemonade Three Tips for Beginning PR Pros
• Keep up with the news -- not only to look for relevant story angles for your clients, but also so you aren’t bothering reporters who are covering breaking news. They will remember!
• Know who you are pitching. If you have a media resource, like Cision, utilize it, but also do a quick search on the reporter to see what they have covered in the past.
• Keep track of reporters who write about your topic. It’s easy to set up a Google alert for any topic that might be relevant to your work!
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Frank Kummer-- @frankkummerPhilly.com
ONLINE MEDIA IS ALWAYS ON DEADLINE
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Frank Kummer-- @frankkummerPhilly.com
• Coordinates online news coverage with the goal of posting stories as quickly, competitively, and accurately as possible.
• Has been a journalist for more than 25 years, both for print and online.
• As a reporter, covered a school cheating and financial scandal in Camden, N.J. that resulted in the school superintendent’s resignation and jail sentences for two principals.
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Frank Kummer – Philly.comThree Tips for Beginning PR Pros
• Review the outlet you are pitching – especially when online-based. 90 percent of pitches received miss the mark.
• DO contact when you can connect your expert to a breaking news story.
• Be flexible. Unlike a print news cycle, an online news cycle is continuous. Be prepared to be available early mornings, late evenings and weekends. Online media is always on deadline.
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Maria Fernanda TrochimezukJELena Group
BIGGEST MISTAKE: THINKING ALL LATINOS ARE THE SAME
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Maria Fernanda TrochimezukJELena Group
• More than 15 years of experience creating successful outreach campaigns for both general market and diverse audiences.
• Manages media relations activities in support of corporations, non-profit organizations and international associations.
• Has worked with Hispanic Business Magazine and Nissan and been interviewed on outlets such as Univision, Telemundo and CNN.
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Maria Fernanda TrochimezukJELena Group
Three Tips for Media Relations Success
• Understand the differences between the different ethnic groups. The biggest mistake is to think that Latinos are all the same.
• Younger Hispanics tend to be bilingual and look for and read news also in English.
• Hispanic reporters are community advocates so they like to know how the story affects Hispanics and the overall US economy.
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Hey Panel!
What About Getting Media Relations Experience to GET
My First Job?
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Some Ideas
• Identify SOMETHING to Pitch to Media – Pet Adoption, Fundraiser, PRSSA Agency Client, Class Project. Anything.
• Consider your campus resources – PR office, school paper, athletic communications, the cultural arts departments.
• Stop by Michael Smart’s “New Secrets of Media Relations Success” Panel at PRSSA NC.
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Thank You, Enjoy Philadelphia