 You hear a lot of talk about “transparency.” Government officials are particularly fond of the word. So are educators and many corporate executives. But what is it, exactly? And how do you get it?
Well, in general, transparency implies openness, and is strengthened through straightforward communication. It can help approval ratings and brand loyalty. Unless you’re the CIA, it’s usually the right thing to do.
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 Media advisories are a well known tool to alert members of the media to an upcoming news event. It could be a press conference, an interview opportunity with an expert or a ribbon-cutting ceremony.
Advisories are typically matter of fact -- who, what, when, where, etc. What you may not realize is that advisories that offer a short video can maximize your chances of generating interest. Here are just three reasons.  Much of what passes as news these days is a recitation of events and what people say about them.
In other words, a local fire causes heavy damage and a neighbor comments about the loss; the City Council passes an ordinance and a store owner comments on what it means to her; an elected official makes a speech and someone from the other party offers an opposing viewpoint. What reporters need While readers and listeners may benefit from comments like these, what's often missing in today's news cycle is good, effective and well reasoned interpretation of the news. Reporters are constantly on the lookout for effective thought leaders who can add a unique perspective on events or trends. The need is even more apparent when it comes to breaking news.  Are you in a rut when it comes to the words you use in a press release or statement? You may be and don't even realize it.
Take this article about overused buzz words in press releases. A special website that analyzes press releases found that "leading" and "solution" were the words that were used most often. Other overused terms include "great," "unique" and "best." Sure, it's tempting to argue that those words may be just the right ones to convey your message. But, can't we at least try to be a little innovative? Sorry, "innovate" also ranked high on the list of overused words. The "solution" here is to at least recognize the problem. Then, you have a chance to overcome the problem. Being aware of the issue is half the battle. Then, stretch yourself. Take an extra moment to find something other than "dynamic" or "premier." It just might lead you in a new direction. For effective press releases and strategic thinking, contact us at info@mackcommunications.com.  Fed Chairman Ben Bernanke Holding a press conference is not all that newsworthy for most high profile officials in government. But when Federal Reserve Chairman Ben Bernanke announces he will soon begin holding quarterly press conferences, it becomes news.
Traditionally, the Fed Chairman issues carefully scripted remarks in Congressional hearings or in a formal speech. Clarity is not always the goal. Reporters and the public are left reading between the lines and wondering just what was meant. So, here's what Bernanke should remember as he heads into his first formal press conference. Keep in mind, these tips apply to anyone who's about to face reporters.  Apple's new iPad 2 seems to leave most analysts reasonably impressed. There are still a few technical issues that don't sit well with everyone (no USB port) and they didn't cut the price, but the new, sleeker tablet PCs will still probably fly off the shelves this spring. For a more detailed product review, click here.
The real question when it comes to public relations and media relations strategy is how to take advantage of it.  News is not only being consumed on line, but it's going to be served up in new ways for computer tablets like the iPad. The latest example is Yahoo's "Livestand." Yahoo calls it a "personalized newsstand."
The Huffington Post reports, "Yahoo believes Livestand will appeal to advertisers because it will collect information about users' interests and their whereabouts." The announcement follows closely on word of Rupert Murdoch's new iPad newspaper app, "The Daily." Murdoch says, “Our aim is for The Daily to be the indispensable source for news, information, and entertainment.”  Sun Times Blizzard Coverage As difficult and as dangerous as this week's blizzard was, there were also some takeaways in the form of public relations lessons we can learn from the storm.
First, everyone had a story. We all had to endure the storm and its aftermath, and each of us experienced it in a unique way. How long did it take to clear your driveway? Did you lose power? How long did it take before your street was plowed? That's the very thing you need to tap into when it comes to PR and media relations. Make what you do a story to which people can relate.  George Bernard Shaw's comment about communication also might be said for effective media or public relations, especially crisis communications.
Just when you though you've written the perfect press release or the perfect statement, you find out that what you thought you meant and what someone else understood were very different. How can you improve your chances of effective communication in 2011? |