Category Archives: Media Relations

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Your Garden of Media Relations

Media Relations activity is like gardening. You clear, plant and cultivate. Then distribute. It’s up to you to propagate the news story you’ve placed by sharing it everywhere you can. Don’t trust that the wind (social media) will carry the seedlings (news coverage) of its own accord. As the gardener, you have to play an active role. Root around for ideas and find fertile ground to plant them.

Use the Calendar to Set (and Re-Set) Communication Goals

Make an appointment with yourself to address one of the seven Communication goal questions each day for the next week. As a reminder, when setting a Communication goal, the acronym S M A R T guides you to successful completion of the goal: Specific, Meaningful, Action Oriented, Realistic and Timely.

COPE: How Writing Can Re-Broadcast Your Audio

What is COPE?: Create Once, Publish Everywhere.
Clients, prospects and supporters are looking for resources and information across multiple platforms: online, newspapers, magazines, newsletters and video. Whenever you create content, take steps to share and promote your insights. Whenever you are the subject of media coverage or another’s blog, you can respect copyright and reference the media outlet.

Radio Interview + Digital Links = Infinite Audience

Make the most of your radio appearance. While the live segment is being edited in digital format, you can prepare to start the redistribution process. The more platforms where the radio interview appears (email signature, website, LinkedIn, Facebook, Twitter, as appropriate), the broader your reach, far beyond the listening area of the radio station.

Make Your Pro Bono Client Newsworthy

Why should a board member or volunteer care about news? The president of a foundation once remarked, “I give money to nonprofit groups that I’ve heard of. One way I hear about your organization is in the news.”

Because many nonprofits with a budget of less than $2 million do not have a professional to manage contact with the press, it is the responsibility of the board — and an opportunity for volunteers — to support the organization in its media outreach. Otherwise, multiple opportunities for fundraising, promotion and collaboration might be missed, as discussed in When Nonprofits Fail to Communicate.

Save Time. Save Money. Make More Money.

Save Time, Save Money or Get More JOY Out of Life.  A restaurant and a museum offer a less tangible service. They create a transformative experience and people are willing to spend their time and money to capture an elusive mood, engage their senses or master content. Compared to the quantitative terms like time and money, these moments where participants get more JOY out of life are best described as a before and after. Even those who are not patrons or supporters can recognize the possible uniqueness of being connected to such an experience.

Why Your TV News Interview Never Aired

Sometimes stations butcher a news story. In industry lingo, the news story was bumped, cut or killed. Those are the terms that reporters (and Public Relations professionals) use to describe the assault on the fruits of their labors. Typically, a television reporter visits an event, conducts an interview with the principal organizer of the program […]

The Three R’s of Crisis Communication

A similar approach uses the acronym STEEP. Speed, you must make a public statement quickly. Transparency, you must be available and accessible at all times during the crisis. Empathy, show your concern for those affected. Expertise, engage a respected consultant to analyze the situation and make recommendations. Pledge, that you will do everything possible to prevent recurrence. Professor Peter Horowitz of Baruch College follows this approach.

Why You? Why Now?

Reporters call the people that they know, so introduce yourself in a professional way. But, when you receive a call from a reporter to whom you have not been introduced, be on your guard. Consider whether the reporter knows something that you do not — or that you are not prepared to talk about right then. Let’s strategize now, before you get that call, so you’ll be prepared.

Do The Right Thing

Who do you know that could use a helping hand? Look at your list of former clients to identify someone who might value a thoughtful introduction. She or he might benefit from a connection to a vendor, prospective customer, employee or donor. Plant the seed with an e-introduction that describes the two parties succinctly and their shared interest. Then step back to watch the relationship bloom.

How Derek Jeter Managed the Media

Do you have to answer the tough question? Yes and no. It’s always best to respond to a reporter’s question, whether nasty or nice, to prove you are open and trustworthy when dealing with others. When your answer to a tough question is a statement that does not merit repeating, the question evaporates. You are not cited as unavailable for comment, which may give the appearance of not being forthright.

The Tao of How

It’s not always who or why — but HOW. Be sure you highlight the HOW of the product or service to show your impact on people and organizations. For ULTRA Testing, their HOW means that clients receive better outcomes and exceptional people get jobs. That’s a clear win-win and readers see the benefits for everyone

Would You Rather Be Lucky or Good – A News Story Replay

Why you? And why now? That’s what reporters will ask. Introduce yourself, your organization, your event, etc., to journalists at appropriate publications in a memorable way. Reporters call the people they know and they do not call people who wait for the phone to ring. Find a reason to put your name in front of the press as an authoritative source on a timely matter.