It's easy to convince yourself of either of two realities: that everyone wants to cover your story or that no one wants to cover it. Both are probably wrong. In the first case, no matter how compelling you think your press release or event may be, chances are not every member of the media is convinced. News is like that. In the second case, no matter how many doubts you may have about the news value of your story, chances are at least one media outlet will be willing to report it. News is like that, too. So, stop talking yourself out of sending out a press release or advisory. You never know who will show up or call for a quote. What should you do?
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Press kits are not always necessary. In many cases, a simple press release will suffice. But when the issue is a bit more complicated than usual, when you want to brand your event or when you're involed in an extended media campaign, a press kit becomes invaluable. Press kits can be distributed at press conferences or one-on-one interviews. They can be mailed to a reporter ahead of an event to bring him or her up to speed on the issue. They can also be adapted for editorial board sessions, giving the editors the materials they need to understand and, ultimately, support your position or issue. But don't stop there. Go digital. If you've ever wondered just what public relations is all about, you're not alone. PR is a bit like taking a Rorschach test; it means different things to different people. That's why a recent article at Inc.com is helpful in cutting through some of the clutter surrounding the profession. Writer Steve Cody does more than that. He explains why public relations is often more effective than traditional advertising. Media interviews can be difficult experiences, even for those who've done them hundreds of times. So, expect the butterflies in your stomach and sweaty palms. That's natural. Preparation is always the best way to calm some of your fears and help you look and sound your best. Here are three key points to consider when preparing for an interview. 1. Determine your most important message and how you will say it. Don't simply respond to questions. Always take advantage of an interview to tell your story. That message should flow out of the context of the interview. You've arranged the ribbon-cutting ceremony, sent out the advisory, crafted the press release, put together a press kit for reporters. It's all set to go. The event begins and you realize something is wrong. The CEO is talking, but his remarks are all over the place. He's so busy thanking people and caught up in the moment, that he fails to articulate the key message of the press release. Then, it hits you. The end of year is a great time for reflection and re-evaluation, especially when it comes to media relations and crisis communications. It's good to ask yourself whether your media plan is still valid heading into the new year. Here are some things to consider: 1. Conduct media training for key staff, new hires or people who've been promoted into positions where the media suddenly becomes part of their job description. Utilize the services of a firm like ours to determine who needs to be trained and what they need to know. Variety is the spice of life, and yet how many companies, organizations and individuals forget that important pearl of wisdom when it comes to media relations and public relations. It's tempting to think that if you schedule a press conference or send out a press release and nobody covers your story, that you have to forget it and move on. In reality, there may be numerous reasons you got little or no coverage and few could have to do with the actual story. Before giving up hope, consider recasting your story with a slightly different angle or hook and try again in a few weeks. Source: Chicago Tribune The stories involving Republican Presidential candidate Herman Cain concerning allegations of sexual harrassment are falling into a predictable pattern. They also provide a lesson or two on crisis communications. First, Cain was on the defensive, saying he was falsely accused. Later, in a series of media interviews, Cain offered shifting accounts of what he says happened while he was president of the National Restaurant Association. He also said at first that he knew nothing about any settlements with his two female accusers, then said one of the cases may have been for two or three months' salary. When crafting your remarks for a press conference or presentation, consider a tool that's been used in literature and speech writing throughout history: the rule of threes. People respond well to three points. We think in terms of good, better, best. Scripture talks of faith, hope and love. Lincoln employed the tactic in his Gettysburg address with "...of the people, by the people, for the people." The debt debate in Washington and the financial meltdown on Wall Street have been giving just about everyone jitters. And yet, what most of us see as "bad news" becomes good news to the 24-hour news channels and talk radio. The news media are thrilled to have another crisis to talk about, politicians offer no shortage of pithy sound bites and columnists and analysts tell us who's to blame. So, what's the problem? Nothing, unless you had a news conference scheduled the same day the Dow Jones Industrial average takes a nose dive. It's almost impossible to compete with a story of such magnitude, one that affects so many lives and pocketbooks. So, can you plan around such events? |
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