Tag Archives: media pitching

Marie Claire Magazine: Pitching Tips & Overview from Editor-in-Chief Trish Halpin

Posted on February 6, 2013 by | 2 Comments
Trish Halpin and Justine Southall of Marie Claire magazine, at PR Newswire's recent "Meet the Media" event in London.

Trish Halpin and Justine Southall of Marie Claire magazine, at PR Newswire’s recent “Meet the Media” event in London.

If there’s one place a fashion brand wants to get featured, it’s Marie Claire, the largest fashion magazine in the UK with a total reach of over 2 million women, online and in print. So when Marie Claire UK Editor-in-Chief Trish Halpin starts to reveal how her journalists decide what goes in each edition, a lot of PR ears prick up.

At another of PR Newswire’s glamorous Meet the Media events, suitably located in the Victorian ballroom of central London’s 8 Northumberland Avenue, Trish Halpin and Marie Claire Publishing Director Justine Southall made a lot of people in fashion PR very excited, with a typically polished presentation and a few tips for grabbing their attention.

Marie Claire’s journalists receive thousands of beauty products a year, which may sound like a dream come true, but actually leaves them with a daily struggle to justify featuring an exciting new lipstick, say, while leaving an eyeliner in unheralded obscurity.

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Trish Halpin, Editor in Chief of Marie Claire UK, address the Meet the Media audience at 8 Northumberland Avenue in London.

Trish Halpin believes it is up to PR companies to make a journalist’s life a lot easier – for the benefit of all parties – and she gave the audience her dos and don’ts that can make the difference between a new product making it into the magazine or making straight it in to the ‘deleted items’ folder.

So, how do you attract the attention of a busy Marie Claire journalist? Here is what Trish Halpin had to say:

Do!

 •  Learn Your titles

Make sure you know why you are pitching to a Marie Claire journalist and not someone from Elle or Glamour.  To know that, you must understand how each title is different and what is unique about each brand. Familiarise yourself with each feature and pitch your product for specific pages of the magazine.

• Anticipate questions

Know your products inside out and try to predict what a journalist might ask you, because they are going to ask you a lot of questions. Don’t make them lose interest by not having the information they need.

• Think of fun ways to draw attention to your brand

The best example that got huge amounts of tweeting from the Marie Claire team was a plus sized lingerie brand that sent in a bag of breakfast baps along with some plus size bras that they wanted featured.  The team just loved it and thought it was really funny that they all got a big breakfast bap. It was entertaining and they all tweeted about it. It brightened up their day and the lingerie went into the magazine.

• Include prices & telephone numbers

Please don’t make any more work for the journalist. You may think they will call you to ask for all the details they need, but not having them in the first place may turn them off the whole idea. Get them everything they need from the beginning.

• Exclusive content

It should go without saying that if Marie Claire is offered the chance to feature exclusive content such as case studies, expert insight, or a celebrity feature, they don’t expect to see it in another magazine in the same month. In the long run, one quality long term relationship is better than two that are short lived.

Don’t!

 • Cold call or ask for features lists
You must make sure you know who is responsible for each section. Phoning up and saying “Can I speak to somebody who deals with homes?” is hopeless.  You need the name of the person you want.

For example, if you have a tanning product, call up the beauty desk and say, “I see that you did a tanning story last June.  Will you be doing one this June?  What will the angle be?”  Don’t just say, “Give me a list of what you’re doing”.  It’s not going to happen.  You need to do your research.

• Send too many emails
Don’t send too many emails, because journalists will just stop looking at them.  “As soon as you see it come into your inbox you just press delete, because if you get something every single day, you just haven’t got the time to look at it. It’s better to target one or two really good specific emails at the right people from the beginning.”

• Send pictures as attachments
Don’t send pictures as attachments.  Have them in the body of the text, again because the journalist is not going to spend the time downloading it. If they have to download an image, a journalist might not even read your email, but if they see something in the body of an email and think “that looks really nice”, then they will read it.

• Send redundant press kits
Marie Claire have got four people in the beauty department, but they don’t all need a press kit each.  Redundant kits are a waste of your money and it wastes a lot of packaging.  Again, target the right person.

• Underestimate the power of cake!

There is nothing that gets a magazine team more excited than being sent some cake.  It’s a brilliant way into a magazine because journalists, like the rest of us, become very excitable when presented with free cake. They will take a photo of it, they will tweet it, they will boast about it, and they’ll remember it.

Add  power and precision to your pitching with Agility, PR Newswire’s unique media targeting, monitoring & distribution platform.  Identify and target key media and bloggers; uncover what is being said about your brand as it happens; and engage these influential people in real-time via traditional and social channels.

Author Andrew Woodall is an operations manager for PR Newswire Europe, and is based in London.

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Media News and Moves for February

Posted on February 5, 2013 by | Leave a comment

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MEDIAware, PR Newswire’s Audience Research Department newsletter, features recent media news and job changes in the industry. Here is a sampling of this month’s edition:

Time Inc. (http://www.timeinc.com), publisher of Time Magazine, Sports Illustrated, People and In Style announced that they would be laying off 500 employees across the world. These cuts include 250 jobs in New York which accounts for 6% of its workforce. Among those cut was Health Editor-in-Chief Ellen Kunes. Time Warner CEO Jeff Bewkes and Time Inc. CEO Laura Lang‘s put the layoffs in motion after Time Inc. saw a 6% decrease in revenue in the third quarter of 2012. The culprit of the layoffs was a revenue shortage caused by the drops in print advertisments and magazine subscriptions.

Al-Jazeera (http://www.aljazeera.com and https://twitter.com/ajenglish) purchased Current TV (http://current.com) for $500 million. Current TV was former U.S. Vice President Al Gore’s startup vehicle designed to provide news analysis, politics and commentary. This purchase puts Al-Jazeera into nine times the amount of homes it was reaching previously.

The Boston Globe could be up for sale again. The New York Times Company tried selling the paper three years ago but was unsuccessful in finding a deal. The possibility of selling the paper was revisited again last year although CEO Janet Robinson wanted to wait in hopes that the launch of the Globe’s new pay wall would improve its sales.

Univision has renamed and rebranded their Telefutura network. It is now named Unimas. http://tv.univision.com/unimas/

This month The New York Times (http://twitter.com/nytimes) announced major changes to its masthead with several top veterans accepting buyout packages. Among those saying their final good byes to the paper are Assistant Managing Editor Jim Roberts, Sports Editor Joe Sexton, and Culture Editor Jon Landon. The buyout packages were developed as a way to avoid major layoffs and did alleviate the bulk of the necessary budget cuts. Editor Jill Abramson (abramson@nytimes.com) (https://twitter.com/JillAbramson) expressed sincere gratitude to all those who will be bidding the paper farewell. Now that the NYT’s shake-up at the top has come to an end, expect several familiar names at the paper to take on new and increasing responsibilities.

Boston’s Phoenix Media WFXN-FM has been sold to Clear Channel Communications. Only the signal has been sold, Phoenix Media will keep its call letters. The station consisted of 21 employees. Most of the employees’ have left except for Program Director Paul Driscoll and Promotions Director Mike Snow.

The Crossover (https://twitter.com/crossover) is a brand new show which premiered on January 26th on the NBC Sports Network. The show is hosted by Michelle Beadle (https://twitter.com/MichelleDBeadle) and Dave Briggs (https://twitter.com/DaveBriggsTV). Beadle is a former ESPN SportsNation host and Briggs is a former “Fox & Friends” host. The show features sports news, pop culture and social media news.

The Financial Times (http://www.ft.com and https://twitter.com/FinancialTimes) is planning to cut 25 jobs via either buyouts or layoffs. Editor Lionel Barber believes this will save up to $2 million a year. He also hopes to add 10 new staffers to the digital side of their operation.

SiriusXM Satellite Radio (http://www.siriusxm.com) added two million new subscribers in 2012. They now have 23.9 million subscribers tuning in daily.

The Tribune Company has emerged from bankruptcy. After restructuring, the company is anticipated to trade its newspaper assets and focus on its 23 television stations, including WGN America. Peter Liguori has been named CEO of Tribune Company. He will manage the Tribune Broadcasting Company network and the company’s publishing and digital operations. Liguori most recently served as COO at Discovery Communications.

There’s a new publication in Miami, Florida. NEW YOU magazine (http://www.newyoumedia.com) is a quarterly magazine dedicated to helping women find the latest anti-aging methods and technologies. Ruchel Louis Coetzee (ruchel@newyoumedia.com) is the Editor. Follow NEW YOU on Twitter at http://twitter.com/NewYouMedia

Earlier this month, Editor-in-Chief Cindi Leive (cynthia_leive@condenast.com) (https://twitter.com/cindi_leive) announced the addition of Ying Chu (ying_chu@condenast.com) (https://twitter.com/yingchunyc) to the Glamour (http://twitter.com/glamourmag) masthead as the new Executive Beauty Editor. Chu comes to the magazine after a stint as Marie Claire‘s Beauty and Health Editor for several years.

The Washington Times (http://www.washingtontimes.com and https://twitter.com/washtimes) started the year with at least 20 layoffs including Sports Reporter Patrick Stevens (https://twitter.com/D1scourse). Executive Editor David Jackson had announced in November that there could be layoffs and there were in January.

Joanna Coles (https://twitter.com/JoannaColes), who just recently took over as Editor-in-Chief of Cosmopolitan magazine (http://www.cosmopolitan.com/ and https://twitter.com/Cosmopolitan and https://www.facebook.com/Cosmopolitan) made an exciting announcement earlier this month. The magazine will be featured on an upcoming reality show on CBS called, “The Job” (http://www.cbs.com/shows/the-job/ and https://twitter.com/TheJobCBS). Coles is no stranger to the TV world as she had a recurring mentor role on the hit show, “Project Runway” while she was Editor-in-Chief at Marie Claire. “The Job” will air on Fridays at 8pm ET in February and Cosmopolitan will be featured on its second episode airing on February 15th. Five contestants will compete for an editorial assistant position at Cosmopolitan.

The Star-Ledger (http://www.nj.com/starledger/) recently announced a large-scale layoff of 34 employees including 18 from the newsroom. The layoffs were due to financial hardships and the effects of Hurricane Sandy. The paper is also considering outsourcing the printing and packaging of the paper. The following link is provided for additional information on this story: http://www.nj.com/news/index.ssf/2013/01/star-ledger_announces_layoffs.html. The Star-Ledger can be followed on Twitter: https://twitter.com/starledger and on Facebook:  http://www.facebook.com/Star.Ledger.

After a short prime time career WNYW-TV’s (http://twitter.com/myfoxny) Greg Kelly (http://twitter.com/gregkellyfox5) will be returning to “Good Day New York” as Co-Anchor with Rosanna Scotto (http://twitter.com/rosannascotto). The network announced that Kelly would Anchor the 6:00 p.m. and 10:00 p.m. newscast just a few months ago while veteran Dave Price (http://twitter.com/DavePriceTV) returned to the network taking over Kelly’s open morning spot alongside Scotto. However, in an unexpected turn of events Price will once again depart from the network allowing for the return of Kelly. Additionally, current early morning Anchor Steve Lacy will be filling in during Kelly’s prime time spots.

ESPN all-pro Sports Reporter Rachel Nichols (https://twitter.com/Rachel__Nichols) has traded teams and is headed to CNN (Cable News Network) to become a Sports Anchor/Reporter there.

You can view the whole February January issue of MEDIAware here: http://www.prnewswire.com/knowledge-center/mediaware/

And all of the Regional Updates here: http://www.prnewswire.com/knowledge-center/mediaware/February2013UpdatesByRegion.html

You can also follow all of the latest media moves and news from PR Newswire’s Audience Research Department on Twitter at: twitter.com/PRNmedia

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Ask PR Newswire: Why Didn’t My Story Make the New York Times?

Posted on November 9, 2012 by | Leave a comment

“Why didn’t the New York Times / Wall St. Journal/ USA Today/ [insert other publication title here]/ pick up my story?

It’s one of the most common questions PR pros hear from their bosses and clients, and we hear it frequently, too.

So why do top tier news outlets give stories a pass?   Here are some of the key reasons:

  • Exclusives.  Almost all outlets prefer exclusives.  The top-tier publications demand them.   Exclusives attract audiences, sell news stand copies, drive web site traffic and ignite conversations on social networks.  A great way to kill your chances is to send pitches via e-mail, putting recipients on the BCC line.  Another sure-fire way to wreck your chances is to tell your target outlet about all the media coverage your story has already garnered.
  • Scope.   While a story is undoubtedly important to the organization pitching it, the value of the story to a target publication’s audience may be an entirely different kettle of fish.   One sure fire test – does the publication actually run the kind of story you’re pitching?  Media outlets are very good at understanding what kind of stories attract their audiences.  If your organization wants to attract attention from a particular publication, it’s crucial that you frame your message in a way that will interest the publication’s audience.  National news outlets are looking for stories with broad scope – namely, those that will be of interest from coast to coast.
  • It’s old news.  In today’s ‘deadline every nanosecond’ information marketplace, currency is, well, currency!  Search engines and social networks denizens want the latest information.   Big name publications aren’t going to cover events after they’ve happened.   That said, all is not lost.  Many smaller outlets – from local newspapers to industry monthlies – will still devote some print space to recapping events, so if you missed the boat with the big boys, you may still be able to gain coverage of your new product launch or event recap, provided you provide them with a reason (read: some real news they can sink their teeth into) to do so.
  • Your story is boring.  There.  I said it. And I’m sorry if I hurt your feelings.   Developing a good pitch takes time.  You have to really delve into the story and find the most interesting angles – the whys and hows and whats that people will really care about.   Read your pitch and your story.   Is it so interesting that you would actually like to tell your friends about it?  If the answer is no,  sharpen your pencil and give it another shot.

In a funny twist, my colleague to whom this exact question was posed this week learned more from the client in a follow on conversation.   The client had, in fact, violated two of these cardinal rules. First, the headline of the press release in question included a date far in the past.  Secondly, they told the lifestyle editors at the NYT that other publications had covered the event previously.    The fact that the pitch was accompanied by a valuable gift worth about $75 was the final nail in this pitch’s coffin – newsrooms do not work on a “pay to play” basis.

Our director of audience development, Victoria Harres, oversees the media relations efforts here at PR Newswire, and she has some good advice regarding pitching.

“National publications are looking to publish stories that connect with their readers,” she notes, going on to suggest, “Ask yourself what the human angle is in your story. And remember, PR jargon does not work. Leave it out. “

Here’s some related reading, if you’d like more help with your pitches and press releases:

How to Pitch Lifestyle Editors

4 Keys to a Successful Digital PR Pitch

Getting the Press to Cover Your Conference

When your Client (or Boss) Wants to Issue Non-News

Author Sarah Skerik is PR Newswire’s vice president of social media.

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4 Keys to the Successful Digital PR Pitch

Posted on September 25, 2012 by | 5 Comments

The key to garnering digital exposure for your messages? Easy. Don’t handicap your messages by ignoring all the different ways your intended targets might use the content you publish. Make it easy and intuitive for people to share your messages with their networks.

I’m active on LinkedIn, and it’s not unusual for me to hear from a recruiter every now and then.  Last week, one sent me a note about an interesting sounding job.  While I had zero interest in the gig, I know others in my social networks might be interested.  So, instead of ignoring this message, I responded to the recruiter, asking if she had any publicly-available information so I could share it with my network.

She sent me an attachment. 

This reminded me of an exchange we had once with a heavy hitter editor from one of our sister company’s leading technology magazines.  When asked what his PR pet peeve was, he had a ready answer.   Email pitches that didn’t include a URL that he could tweet, link to and share.

Consider how your audience will use the content you share. 

In both cases, the people contacting the targets (the recruiter contacting me, and a PR person contacting the editor) either don’t understand or aren’t considering what behaviors their communications inspire.    The recruiter assumed that when I said “share with my network” that I was talking about e-mail.  The PR person is assuming that the outcome is going to be traditional media pick up in the form of a print story.

By letting these assumptions drive their communications strategies, both miss out on significant opportunities for exposure.   For public relations especially, the lessons are important:

  • When you’re targeting media and influencers, take the time to research and understand how their beats and responsibilities have changed.   Most journalists who write for a print publication are also creating digital content and sharing content in social networks.  Even if your story doesn’t make the print publication, exposure on the outlet’s digital channels can be immensely valuable (and may reach an even larger audience!)
  • Tailor your pitches accordingly.  The e-mail pitch that includes the press release pasted into the body of the email (and then attached for good measure!) is dead.

Here are four keys to ensuring your PR pitch isn’t out of step with the realities of today’s news rooms, social networks and the blogosphere:

  1. Provide links to digital assets (images, videos, infographics) in your pitch.
  2. Include links  to the story and other information the journalist can reference and share.
  3. Structure your pitches and press releases with tweeting in mind.  The headline needs to be a perfect tweet.  Highlight key themes with paragraph subheads (in bold so they’re easy to see) that are also perfect tweets.   Call out key facts in a bulleted list.
  4. Ensure the URLs you provide render well when shared on Facebook, Pinterest, Google+ and LinkedIn, rather than displaying HTML gobbledygook to users of those networks.

In other words, make it dead easy for journalists, bloggers and other influencers  to share your story with their respective social networks.  Decisions to share and tweet content are made in fleeting seconds.  Don’t handicap your messages by ignoring all the different ways your intended targets might use the content you publish.

In the case of the recruiter, I actually took the time to send her a note explaining the problem with the attachment, and noting that if her firm wanted to recruit social media candidates, they needed to run a social-friendly recruitment campaign.   She replied, saying that she agreed, but that her boss did things “the old way.”  In this interaction is one more lesson for us all – it’s up to all communicators to ensure their organizations are in step with their audiences.  The up side of doing so is clear – your communications are more likely to be successful.  The down side is equally clear – your communications are more likely to be irrelevant.

Author Sarah Skerik is PR Newswire’s vice president of social media.

 

 

 

Image courtesy of Flickr member Donna Sullivan Thomson.

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How to Pitch Lifestyle Editors

Posted on August 31, 2012 by | 1 Comment

Publicity Club of New York (PCNY) hosted a luncheon earlier this month, featuring a panel of five lifestyle editors who discussed how they like to be pitched. Check out comments about it on Twitter via #PCNY.

Peter Himler (@PeterHimler61), president of PCNY, kicked off the dialogue by telling the crowd that these days, “publicists outnumber journalists 3 to 1.” Sharpening your pitching technique is more important than ever if you’re looking to land press coverage.

Each panelist spoke for about 10 minutes, followed by 30 minutes of general Q&A, moderated by Edelman Worldwide’s Lisa Kovitz (@lisakovitz50):

New York Daily News: Life & Style Editor/Producer Lindsay Goldwert

  • Goldwert looks for stories with a “women’s magazine-type feel,” including topics like body positivity and food, as well as “feel good” themes.
  • She notes that article pitches must be as current as possible and relevant to “right now.” She needs subject-matter experts who can talk right away.
  • Stories on celebrities with health problems (and relevant experts) are especially pitch-worthy, e.g., when Paula Deen announced she had diabetes.
  • Pictures are great and the most important part of a pitch!
  • No time for desksides.
  • Contact: @lindsaygoldwert11or lgoldberg@nydailynews.com

WNYW-TV “Good Day New York”: Executive Producer Jason Hartelius

  • Hartelius receives hundreds of emails daily — sometimes even a thousand or more. Be concise, don’t overpitch (i.e., don’t send the same email every day) and don’t use bait-and-switch tactics.
  • Pitches can be as simple as: “Hey, I got this idea — what do you think?” Put relevant information at the top; don’t be longwinded.
  • Subject lines should be catchy. If you write “Attention Jason Hartelius: [Topic]” he will very likely read it.
  • Stories must be local. And no promotional material — the segment should be about the story, not selling. “Know the show!”
  • There is one slot per day for a fun or remote piece. Recent examples include local firemen washing circus elephants and an anchor taking a ride in a monster truck.
  • The show generally has no interest in featuring a guest who has recently appeared or will soon appear on a competitor’s show (no “same day” bookings). The only exception might be if it’s an extremely famous celebrity.
  • Contact: @jasonhartelius12 or desk@foxfiveny.com or GDNYpitches@gmail.com

The Huffington Post: Women’s Editor Margaret Wheeler Johnson

  • HuffPost Women typically features news items and original reporting, essays from “ordinary” women, body image, women’s health and compelling stories.
  • Do not pitch off-topic ideas about dieting and nutrition, parenting and fashion and style. Wheeler Johnson is not interested in any stories that include the words “your man.”
  • If you’re a woman, ask yourself: “Would you want to read this story?”
  • No product pitches.
  • Images are great! Nice images can be turned into a slideshow. This is a great option for book publicists in particular.
  • To know what types of topics to pitch, read the front page! And watch out for cross-posting (e.g., sometimes fashion stories are reposted from HuffPost Style).
  • She looks for fresh perspectives from subject-matter experts.
  • Experts must have links to back up their statements. Quotes from health experts in particular will be checked.
  • Wheeler Johnson doesn’t usually leave the office to cover events, since Huffington Post has a national audience.
  • She doesn’t understand the concept of a deskside; the pitch should be engaging and well-crafted enough that a deskside isn’t necessary. If she’s looking for a fresh quote, she’ll call you on the phone.
  • Typos in article submissions are a big no-no; the editorial department is busy enough already.
  • Contact: @mwjohnso14 or scoop@huffingtonpost.com

WPLJ-FM “The Big Show With Scott & Todd”: Producer Joe Pardavila

  • Radio in general has a large reach for suburbanites, particularly in the New York area, which has lots of commuters (i.e., “bridge and tunnel”).
  • This morning radio show targets women ages 25-54 in the New York area in particular. The crowd includes college-educated women, soccer-mom types and even teeny boppers (since they’re in the car with Mom). This audience might not want to listen to Justin Bieber, but they certainly know who he is.
  • Press releases and pitches don’t need to be longer than one paragraph. If Padavila isn’t interested in the idea, extra paragraphs won’t help.
  • Have fun with a pitch. Pardavila is not interested in anything morose, depressing, technical or “high brow.” Simple stories are best!
  • People say: “I want to wake up and laugh.” Keep that in mind.
  • Contact: @joepardavila or bigshow@plj.com

BuzzFeed Shift: Editor Amy Odell

  • BuzzFeed wants every single article they post to go viral. Most traffic on the site comes from Facebook. Think about what people want to click on.
  • Common topics cover style, beauty, health, fitness, food, grooming, powerful women, career, celebrities, relationships, hipsters. Anything funny!
  • Fashion pitches in particular must be funny or relatable; high-fashion pieces are not appropriate.
  • Odell says press releases are basically never funny, and she hardly ever finds story ideas from them. She might open a press release if the idea sounds really bizarre.
  • What does Odell want from PR pros? Exclusive access to experts or celebrities.
  • She can’t use content if it’s posted on other sites — original material is a must.
  • She prefers to use stories immediately; there’s not much lead time, unless it’s an interview a celebrity that has to be planned in advance, for example.
  • Odell typically doesn’t cover events, but she might send reporters to an interesting event so they can live tweet from it (to draw in new followers). But it most likely will never become an article.
  • No desksides.
  • Contact: @amyodell56 or amy.odell@buzzfeed.com

Written by Grace Lavigne, senior editor of ProfNet, a service that helps journalists connect with expert sources. To read more from Grace, check out her blog on the free social networking site ProfNet Connect.

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Dear Gracie: 4 Ways to Convince Experts to Talk to the Press

Posted on June 29, 2012 by | 1 Comment

Each week, Dear Gracie answers questions from ProfNet Connect readers with advice from our network of nearly 50,000 ProfNet experts. Has there been a question burning in your mind lately, something you’ve been wondering that none of your colleagues can answer? Please send it to grace.lavigne@prnewswire.com

Dear Gracie,

I have several clients who always put up a fight when asked to be interviewed by a reporter. Why? What can I say to convince them that press interviews and publicity are worthwhile?

Agitated Agent

*********

Dear Agitated Agent,

Six ProfNet experts talk about why some researchers are hesitant or unwilling to talk to reporters:

Why Experts Might Resist Media Interviews

Michael Bruckner, vice president of public relations at Muhlenberg College in Pennsylvania, says that experts might resist press interviews because 1) they may not be used to deadlines, or providing immediate responses; and 2) they may not have significant research or experience on the given topic, and don’t feel comfortable being interviewed as an authority.

It could be fear of the unknown, the possibility of a misquote that could put the expert’s job in jeopardy, or fear of public speaking, adds Ron Whittington, senior account executive at Mulberry Marketing Communications.

“It was hard to find an expert that felt comfortable talking to the media,” says Michelle Mekky, vice president of the PR firm Alpaytac. “I constantly dealt with researchers that felt insecure, as they thought that they were not interesting enough.”

Dr. Vondie Lozano — former psychology professor at Azusa Pacific University and a former instructor at University of La Verne, who currently owns and runs Vondie’s Counseling — says that when she was a full-time faculty expert, there were many demands on her time, including teaching, interacting with students, researching, working on committees and more.

“I wasn’t even aware of the potential for PR. It wasn’t even on my radar,” Lozano explains. “And even if I had been aware, I would not have had the time to follow up.”

Furthermore, Lozano says she could see how the university would benefit from her being interviewed by a reporter, but not how it would benefit her individually. “Faculty are evaluated and advanced based on very specific criteria, such as publishing in peer-reviewed journals,” she says. “PR was not part of that criteria, so there would have been little incentive.”

She notes, however, that as a faculty member, she would have responded to queries from within the university system. She also says that she would have considered any media training offered by the university, as well as any incentives for participating in media interviews.

Reasons for Experts to Accept Media Interviews

1. Media is the way to reach your target audience, says Tim O’Brien, owner of O’Brien Communications. If you want to target important stakeholders like investors, local community members, industry leaders, regulators, analysts or trade associations; media is one of the best ways to do that.

“Visibility is important,” agrees Bruckner. “Whether we like it or not, this is a media-driven — or at least image-driven — society.”

2. Interviews are an important aspect of being seen as a leader in your field, explains O’Brien.

“Every media opportunity translates into gaining more recognition for their research and achievements,” says Mekky.

3. “The media will cover you, your industry or your competitors without your help,” says O’Brien. “If you don’t involve yourself in the story, you have no say in the final outcome. By being involved, you help shape the story more to your liking.”

4. Most of the time, reporters are calling an expert for a positive story and are not looking for negative information, says Bruckner.

Expert Still Resisting?

Scott Lorenz, president of Westwind Communications, believes that there are very few occasions when an expert should be coaxed or coerced into media interviews. “If there is apprehension on the part of the expert, there’s a good reason,” he says.

Some experts might have faulty research or some other anxiety issue, Lorenz continues. For example, he was once asked to speak at a press conference after being awake for 36 hours straight. “How about that for a reason to beg off?” he says.

So the first step in this process of convincing experts to talk to the press should be identifying the reason for anxiety, says Whittington.

Make sure the expert completely understands what’s in it for them too, suggests Mekky.

If the expert is afraid of being misquoted, join the conference call with the expert and reporter, or escort them to an on-camera interview, continues Whittington. Sit down with the expert and help them develop their main points, or try mock interviewing them to get them warmed up.

“Some anxiety issues can be resolved with media training, but that requires some forethought on the part of the PR department by offering company experts media training in advance,” Lorenz explains. “Never throw your expert out there without some media training.”

Lorenz also suggests giving reporters written statements by the experts that clearly say what the expert wants to convey.

Extra Tips

If an expert gets a phone call from a reporter looking for an immediate interview, they have the option of saying, “I can’t talk right now, but I will call you back in just a few moments.” Then they can take a couple of minutes to think about what they want to say and write down a few keywords or phrases, says Bruckner. But remember that journalists are on deadline, so don’t call back too late.

If a reporter asks for compromising information, do not say “no comment,” says Bruckner. That just sounds suspicious. Instead, say something like “I don’t have enough information to talk about that issue” or “Now I’m getting outside of my expertise.” Perhaps even suggest another expert to discuss that point.

If the expert has no comments to offer, they should call the reporter back anyway and let them know, continues Bruckner. A polite “I’m sorry, but I can’t help you” is better than no response.

As for media training for experts, Mekky says that each of the following skills should be covered:

  • Sticking to the company message and conveying it in a strong, meaningful way
  • Speaking conversationally
  • Showing personality and energy
  • Steering the interview in a certain direction
  • Controlling tough questions
  • Answering questions the expert doesn’t know the answer to
  • Overcoming nerves
  • Knowing what to wear, including hair, makeup and wardrobe advice
  • Handling all types of interviewers
  • Preparing for any format (in studio, taped, live satellite or phone)
  • Using body language to exude confidence and make an impact

Gracie

ProfNet, a service of PR Newswire, has helped journalists and experts connect since 1992. Writers can search the ProfNet Connect database of more than 50,000 profiles; send a ProfNet query by email to thousands of subscribers around the globe; or get timely experts and story ideas by email.

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Dear Gracie: 7 Simple Ways to Build Rapport With Journalists

Posted on May 11, 2012 by | 2 Comments

Each week, Dear Gracie answers questions from ProfNet Connect readers with advice from our network of nearly 50,000 ProfNet experts. Has there been a question burning in your mind lately, something you’ve been wondering that none of your colleagues can answer? Please send it to grace.lavigne@prnewswire.com

Dear Gracie,

I’m looking for some quick tips on how to build relationships with journalists. What do journalists like to see from PR people? What do they dislike?

Press Pleaser

**********

Dear Press Pleaser,

Seven ProfNet experts share their experience:

1. Pitch Relevant Information

It’s important to have background information on the journalist and their audience, says Dan Collins, senior director of media relations at Mercy Medical Center in Baltimore. “Don’t pitch a writer for a seniors publication on Lindsay Lohan’s latest doings. Go the extra mile.”

“Ask reporters and they’ll tell you that the most annoying thing about PR people is they don’t read their outlet and don’t understand their audience,” says Abe Abrams, director of communications at The DSM Group. “Think about what the publication, blog, show, etc., covers and how.”

So if you’re pitching to a journalist you haven’t worked with before, read their latest work and think about how your client might tie in, says John W. Morgan, associate vice president for public relations at Quinnipiac University in Connecticut.

Ask yourself: What makes your client the best to address this issue? says Abrams. Don’t focus on why your client is competent or knowledgeable — focus on what makes them the best. Are they from the biggest firm? Do they have the most unique insight? Did they found a successful upstart?

“Do not blast pitches out to media lists,” says John Goodman, president of John Goodman PR. “Often, those lists are outdated and inaccurate. Send the pitch because it’s the right story for the right reporter or producer. Media contacts open my email pitches because they know, from past experience, that they’re on target.”

And whatever you’re pitching, make sure it qualifies as real news, says Collins. Journalists hate propaganda; they will not run a free ad for your client.

(Check out: Dear Gracie: When Clients Want to Distribute Non-News)

2. Just Get to the Point Already!

Do not wine, dine and schmooze journalists — just pitch them stories that synch with their beat, says Goodman.

Reporters get tons of ideas and pitches per day, so you need to be short and to the point, says Jon Weiner, account manager at Capstrat. He finds that Twitter is a great way to cut through the clutter.

“A Twitter stream is crowded, but if you can find an active journalist on Twitter and tweet them a specific idea, they’re very likely going to read it,” says Weiner. “It’s tough to send a good idea in 140 characters, but if you can cut to the core of what you have to offer, it works.”

“I recently struck up a relationship with a reporter simply by tweeting him an idea and ending with ‘interested?’” says Weiner. “The reporter replied and said ‘send me the details.’ Then I fleshed out a pitch, identified my Twitter handle in the subject line of the email so it didn’t get lost, and we started talking. The idea didn’t pan out — but we struck up a relationship that ended up in him using a client of mine in a separate feature story.”

When pitching on Twitter, keep privacy in mind, notes Weiner. “Do your homework. If you find a journalist on Twitter who obviously doesn’t want to discuss work or receive ideas through that channel, don’t send them any.”

However, if the reporter regularly shares their professional work on Twitter, then it’s a decent indication that they’re open to hearing ideas that way, he says.

3. Be Efficient and Timely

“Efficiency is an important trait for the successful media relations professional,” says Morgan. “Once I identify an expert, I ask them to provide me with some context about what they would say, so the reporter has an idea of what to expect. Many reporters find that helpful as they frame their stories.”

Journalists return to PR experts when they get timely, unfettered, high-level access to experts, says Maureen Bennett, senior media relations specialist at Summit Medical Group.

For example, there was a recent incident at a pharmacy in Chatham, N.J., where some prescriptions for a pediatric medicine had accidentally been filled with a breast cancer drug. Reporters descended on the pharmacy to talk to the store manager.

“To help round out their stories, I pitched our medical expertise by inviting reporters on the scene to immediate, individual interviews with our chief medical officer (CMO). Our main medical campus was only 10 minutes away from the pharmacy, so news outlets were cleared with security before arriving to campus, and escorted directly the CMO’s office to sit with him one-on-one. No waiting, no waffling,” Bennett explains.

Keep a careful on the calendar too, says Morgan. “For example, if I know the governor is going to sign a bill into law, I arrange to videotape a faculty member with expertise in the area that the bill covers discussing why its passage is so important. The moment the governor signs the bill, I release the video to journalists covering the issue and post it on our university’s website and social media platforms.”

4. Help Reporters Tell the Story

Make every effort to the help the journalist build their story, says Collins.

For example, Collins works with lots of reporters covering medical issues. If there is no doctor available for a particular story, he tries to find people outside of his circle who can help, or forwards the query to a colleague in the medical library to look for research the writer might be able to use.

“It might not result in a media placement for my client today, but it is building the foundation for stories for tomorrow,” says Collins.

Also, read and comment on the reporter’s work, outside of pitching, says Abrams. “Say nice things, but also challenge assumptions that seem wrong. Offer information. Suggest ideas.”

5. Meet in Person, Don’t Be Pushy

“I invite reporters to come and meet our experts,” says Julian Teixeira, communications director for the National Council of La Raza (NCLR). “For example, we currently have a Mobilize to Vote campaign, which gets Latinos registered and voting. I invite key reporters covering the Latino vote to come to our offices and have an hour meeting with our civic engagement team.”

“This allows the reporter to meet our experts, ask questions and learn about our efforts without the stress and desire of writing a story,” he continues. “The reporter walks away with story ideas and gets to learn how NCLR experts can serve as spokespersons for future stories. And for NCLR, it allows us to meet and build a contact with a new media source.”

Ultimately, these informational meet-and-greets get us into the news in the future, says Teixeira.

Abrams also suggests bringing three good ideas to reporters at desksides or events. “Make contact, offer sources or help, and then back off and don’t be pushy,” he says.

6. Be Thoughtful of the Reporter’s Needs

“If a reporter is coming to your campus to interview a professor, be sure to reserve a parking space for them,” says Morgan. Remembering small but important details like this goes a long way toward building good rapport with journalists.

7. Do Not Annoy!

Do not call journalists at deadline, don’t call them if they prefer emails and don’t follow up on press releases or pitches that they weren’t expecting, says Collins.

Journalists also hate it when PR people try to control interviews, which is, in essence, telling them what to write, says Collins.

And don’t tell a writer you have the perfect resource for them and it turns out you don’t, adds Collins. “My first PR mentor always said, ‘Promise less and deliver more.’”

Final Thoughts

“The media is actually very easy to work with and understand,” says Collins. “If you respect reporters’ deadlines, and if you are cognizant of what they really want and give it to them, they’ll be back asking you for interviews and experts and information in the future.”

“Target appropriately and zero in on the one thing you can offer that no one else can — then make sure you deliver it on time and in full,” stresses Bennett.

“Pitches have one function: to make a reporter’s life easier. If you’re not doing that, you’re not doing your job. Give them what they want: be quick, succinct and reliable,” says Weiner.

Gracie

Written by Grace Lavigne, senior editor of ProfNet, a service that helps journalists connect with expert sources. Dear Gracie is published weekly on ProfNet Connect, a free social networking site for communicators. To read more from Grace, check out her blog on ProfNet Connect.

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Perfect Pitching: 5 Tips for Using Your Media Database to Refine & Target Pitches

Posted on May 10, 2012 by | 1 Comment

We’ve all heard journalists complain about irrelevant story pitches they receive from PR people, and it’s not too hard to imagine how difficult pitching used to be, before all of the real-time social and media intelligence we have at our fingertips.  Still, this complaint persists, and it spells opportunity for PR professionals who are willing to change up their pitching game.

We’ve been talking about the agile engagement approach to PR, namely, building audience engagement by blending information gleaned from social media and traditional media real-time to inform media targeting and content strategies. Applying the agile approach can improve your pitching success, too, especially when you re-think how you can use your media database in the process.

  1. Reflect on the full picture. Journalists, bloggers and other media contacts have stepped outside traditional barriers and are attuned to the media landscape in all its myriad forms, including social media. Be sure to look for the conversations in which they’re taking part and the topics which they’ve recently written about, and extrapolate the key themes that you can address in your pitch and message.
  2. Address “care-abouts”. What will make your pitch rise above the rest? Relevancy. Once you’ve researched which topics are driving action and attention, craft your message accordingly to maximize its impact.
  3. Remember that search filters are your friend. As you seek to identify the key contacts to who you’ll want to conduct your outreach, be sure to use the search filters in the media database.  Doing so will help you fine-tune your overall results, and will help save time weeding through unnecessary search results.
  4. Balance the influence scale. There are many types of influencers out there, whether big, medium or small. Each influencer category brings with it its own opportunities and challenges. While a high Klout score may seem ideal, does their follower base align with the audience you want to reach? Use your media database and the valuable intelligence it provides to pull together each piece of the influencer puzzle, including level of influence, number of followers and topics of interest.
  5. Seize opportunities for engagement. Interaction doesn’t always have to be accompanied by a pitch specifically.  Don’t neglect the opportunity to establish a relationship with your media contacts. Did you recently come across a post that a journalist or blogger might find beneficial? Consider tweeting the corresponding link to that contact or e-mailing it to them based on their desired preferences.

Do these practices sound like the traditional rules for pitching? Probably not, but the fact is, our pitching practices need to keep pace with the changes affecting the journalists and bloggers on the receiving end of our emails.

Author Christina Griffo is a member of PR Newswire’s communications team.  For more ideas on navigating the new media landscape, read the free white paper, “Modern PR: The Art & Science of Integrated Media Influence.”

Image courtesy of Flickr user flyfshrmn98.

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Dear Gracie: When Clients Want to Distribute Non-News

Posted on April 20, 2012 by | 1 Comment

Each week, Dear Gracie answers questions from ProfNet Connect readers with advice from our network of nearly 50,000 ProfNet experts. Has there been a question burning in your mind lately, something you’ve been wondering that none of your colleagues can answer? Please send it to grace.lavigne@prnewswire.com

Dear Gracie,

Some of my clients repeatedly ask me to pitch announcements that I don’t think qualify as “news.” I know if I do pitch the information, journalists will be annoyed and I could damage my media relationships. How do I explain this to my clients?

Peeved Pitcher

********

Dear Peeved Pitcher,

13 ProfNet experts share their experience:

Why Non-News Is Bad News

“One of your most important roles as a public relations professional is to advise your client,” says John Goodman, president of John Goodman PR. “If a client wants you to pitch a non-news story, you have to tell them ‘no.’”

What complicates this is, too often, PR people try to appease a client and tell them they’ll pitch a story hoping it might work or knowing it won’t work, says Goodman. This damages a PR agent’s reputation with reporters and reflects poorly on the client.

“Determining what is not news is relatively easy; telling the client can be a hitch,” agrees B. Andrew Plant, owner of Plant Communications.

This might partially be due to the fact that it is often easier for PR professionals from outside firms to say “no” to reporters compared to in-house staff, says Susan Tellem, partner at Tellem Grody Public Relations. Outside PR consultants have the luxury of being more objective, since PR staffers might fear losing their jobs if they object to a non-news release.

That’s why it’s extremely important to manage client expectations from the beginning, says Giselle Caamano, senior account executive at Deveney Communication. Regardless of whether or not an announcement is newsworthy, always provide clients with any feedback you receive from media contacts. This helps both parties re-evaluate strategies for next time, and for PR pros specifically, helps manage client expectations.

It’s important to have established trust with your client already, before you need it, says Plant. “That way, you can say to the client ‘Look, this is not a news item and distributing it will not serve you well.’” Use this as a teachable moment to help clients understand what is and is not news, and how releasing non-news might aggravate reporters and hurt future chances, he says.

Journalists are annoyed by non-news releases because it requires them to waste time reading, deciphering and sometimes deleting the inquiries, explains Nancy A. Shenker, founder and CEO of theONswitch.

If we bombard reporters with things that have little merit, they will block our emails in the future, or worse, call us on the carpet, says Tellem. “Then we have the delicate dance of playing both sides against each other,” by telling reporters “the client made me do it.” It is not an acceptable outcome for anyone involved, she says.

“As PR and marketing professionals, we need to be viewed as resources for the media,” says Jason Ouellette, vice president of PAN Communications. “If we’re issuing non-news and expecting people to pick up on it, our news becomes noise within the industry and then we have a bigger hill to climb.”

“The consequences of distributing non-news are alienated and exasperated media reps who may not notice future items from this or other clients,” echoes Plant. “You also may be creating a monster: a client who tells you what is and is not news, and determines what to distribute without your counsel.”

What Qualifies as “News”?

When having the “cold-water talk” with your client, be frank about what is and is not news, says Alison Cohen, senior manager of media relations at Education Development Center (EDC). Tell your clients to ask themselves the following:

  • What makes my issue, project, results or information newsworthy?
  • Is it original or new?
  • Is it especially timely?
  • Is it of interest to a large, diverse audience?
  • Are there two sides to the story?
  • Can I explain it in one or two jargon-free sentences?

Determine if the news story is truly different, and if it sets your client apart from other competitors, agrees Caroline Sherman, vice president of Alpaytac Marketing Communications/Public Relations. See if there is a connection to some timely trend that directly affects the client’s industry, or if there is some kind of benefit for the target audience.

Anything highly self-serving or promotional would be considered non-news, says Sherman. Announcements about product features that have been long been integrated by competitors is considered a “me too” broadcast and therefore non-news too.

For example, information about new products or services, events, strategic partnerships, holiday specials, startup funding or website launches should be weighed critically before being distributed as news, particularly for small businesses, says Bill Corbett, Jr., president of Corbett Public Relations.

“For smaller companies, I’ve found it relatively easy to explain why non-news is not worth a release, since they tend to be more cost conscious,” says Aline Schimmel, principal of Scienta Communications. “Reminding them that a two-page release can cost over $1,000 usually does the trick.”

At some point though, if clients continue to insist, you may have to have a ‘stand your ground’ moment, says Plant.

PR firms have the option of creating policies to ensure that only newsworthy information can be issued, even if a client insists otherwise, says Corbett. With other available avenues for distribution, the information can still be disseminated without ruining any reputations.

If the client insists on distributing the announcement, also consider positioning it as an “FYI” to lessen the risk, suggests Sherman.

“There are plenty of opportunities to promote your client and their news, but in today’s PR world, the challenge is to figure out which medium you want to distribute it through and what the goals of each are,” says Ouellette.

Finding Alternative Forms of Publicity

“As an outside representative, you need to have a good handle on not only what the media tabs as ‘news,’ but also what will be of interest to your client’s prospects, customers and partners,” explains Ouellette.

While agents should never distribute non-news to journalists directly, they could consider sending less-than-newsy information out via a paid wire service, says Henry Stimpson, principal of Stimpson Communications. It assures publication on the Web.

“There are now times when a news release you’d never send to a major news organization is still worthy of posting around the Web, simply to get the attention of anyone searching online for specific words or phrases,” agrees Donn Pearlman, president of Donn Pearlman & Associates and former Chicago journalist. The criteria for quality “news” has changed recently due to search engine optimization.

Also, try getting information into the public eye by using blog posts, video posts, website posts or LinkedIn group posts, says Ouellette.

For example, North Park University’s website offers ways to elevate events or topics to a wider audience when writing a news release is unnecessary, says John Brooks, director of media relations and news at the university. “I’m not looking to make every campus event into a news story,” he says. Instead, the university website has tabs on its homepage like “Coming Up” and “Worth Knowing,” which promote local happenings.

Sharing information via social networks and YouTube can still generate buzz and have an impact, says Corbett.

“I have found that insistent clients really appreciate our linking their ‘news’ to Twitter and Facebook users,” notes Brooks.

Also, consider disseminating information in company newsletters or through member mailing lists, adds Cohen.

“Using our website creatively and using social media for non-news is a much better option than doing nothing at all, especially with insistent clients,” says Brooks.

“Depending on the type of announcement and who it is applicable to, these can be just as, if not more, effective methods,” says Sherman.

Making Lemonade Out of Lemons

PR agents might ultimately need to create and find news for clients, says Shenker. “Many clients focus exclusively on the activity of writing and deploying releases, rather than looking within their businesses for opportunities for innovation.”

Only by launching new products, hiring new talent, winning awards, hosting events and making changes can a company create a stream of truly newsworthy happenings, continues Shenker. “PR without innovation and change is simply a bunch of ‘blah blah blah.’”

“Sometimes non-news becomes news when you wrap it into a larger future story,” says Schimmel. “For example, reporters may not be swayed by a drug company’s formulation or technology achievement, but if a future announcement of clinical data or regulatory successes was to come about as a result of that earlier formation or technology achievement, then it can all be packaged together.”

“You may be able to work with the client to finesse the piece so that it is news, maybe by adding other sources, or pivoting a bit so the information is part of a larger trend or current event,” says Plant.

For example, at North Park University, revised or new academic programs, or campus events, do not qualify as news, “especially when we’re the ones saying how important it is,” explains Brooks.

So for a new or revised academic program, Brooks asks faculty members to connect him to other people, not necessarily from the university, who can testify to the value of or need for the academic program change. And for events, Brooks reaches out to attendees and finds out what they learned from it or what motivated them to attend.

“I’m looking for quality testimony that enhances the story and makes it much more interesting to read than the boring, non-news release I could write!”  he says.

Gracie

Written by Grace Lavigne, senior editor of ProfNet, a service that helps journalists connect with expert sources. Dear Gracie is published weekly on ProfNet Connect, a free social networking site for communicators. To read more from Grace, check out her blog on ProfNet Connect.

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Dear Gracie: Press Kit Tips for Better Media Exposure

Posted on February 24, 2012 by | Leave a comment

Each week, Dear Gracie answers questions from ProfNet Connect readers with advice from our network of nearly 50,000 ProfNet experts. Has there been a question burning in your mind lately, something you’ve been wondering that none of your colleagues can answer? Please send it to grace.lavigne@prnewswire.com

Dear Gracie,

There’s a lot of information out there about what can be included in a press kit, but I want to know what should be included in a press kit. What information do journalists actually use from a press kit? What annoys them about press kits? How can I make my clients’ press kits better?

Press Kit Contemplator

*******************

Dear Press Kit Contemplator,

Nine ProfNet experts provide their insight:

What Should Be Included in a Press Kit?

“A media kit is absolutely essential for anyone mounting a public relations or media campaign,” says David Johnson, CEO of Strategic Vision, a PR and political consulting agency. “Many of the major media outlets won’t even consider a guest or doing a story if there is not a media kit.”

For example, major television networks rank potential guests using a 0 to 10 scale, says Johnson. If a guest does not have a media kit, they automatically rank at 0 and have no realistic chance for an interview.

“Media kits are a factual snapshot of who you are as a singular entity and what your offerings or products are,” explains Peter Kelly, communications specialist and co-owner of Framework Media Strategies. Unlike promotional materials, media kits are meant to act as “the holy grail” of information for you and your business.

Although media kits often become dynamic documents, Kelly continues, they usually all have some elements in common (biographical or background information, photos and/or video content, etc.), but differ depending on what type of audience is being targeted.

Johnson’s press kit includes information on the company or product, bios of key company personnel, photos of the personnel and products, previous press releases from the company, FAQs and a sampling of previous media coverage.

Shel Horowitz — copywriter, marketing consultant and author of “Guerilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet” — also recommends including photos, book covers, sample interview questions (great for TV or radio journalists), prior media mentions and other credibility builders, and maybe even some free content that can be used on a non-exclusive basis.

Check out Horowitz’s press kit (which includes a photo of PR Newswire’s billboard in Times Square).

“I tell my clients that they need to write and submit thought leadership articles to top websites, blogs and ezines, and then put those article placements into a media kit on their websites, as well as the ones used for print,” adds Eric Gruber, article and content marketing expert at ArticleMarketingExperts.com. Media kits need to prove to the press that the expert is respected. “Start writing and submitting articles,” he suggests to experts looking for press.

Michael Laderman, assistant vice president for communications and marketing at Barry University in Florida, says that in the university’s press kit, he includes the university magazine, view book, campus life brochure and general facts.

For an event, conference or trade show, John Brooks, director of media relations and news at North Park University in Chicago, suggests including background information on the event, schedules, downloadable photographs of the speakers or company logos, biographical information on the presenters, news releases, social media connections and event registration information.

Maximizing Chances: Less is More

Everyone in PR wants to get their message out there in as many ways as possible, says Laderman. But PR professionals need to create media kits that will maximize the chance of the press viewing it — otherwise, it’s a waste of time and effort.

“Journalists have both praised and cursed press kits since the dawn of professional public relations,” says Kelly. Journalists might get annoyed with a press kit if it includes nonsensical business jargon, “exciting” filler content or information that is too broad to use.

Journalists simply don’t have the time to leaf through countless pieces of information, explains Laderman. “Today’s journalists find themselves at the mercy of instant deadlines and being on call 24/7,” he says. The Internet’s “post first, edit later” mentality does not give reporters time to sift through tedious press kits.

Press kits should include as little as possible, agrees Winston Barclay, assistant director of arts center relations, and writer and editor of news services at the University of Iowa. “From a reporter’s standpoint, I can attest that reporters are not impressed by the bulk of a press kit — they are annoyed,” he says. Including a lot of information in a press kit means you’re asking a journalist to devote a lot of time to slogging though the material. “I used to just toss most of them,” Barclay admits.

But a press kit with factual information (like press releases, organization background, FAQs, etc.), is a valuable tool that can leverage press, and create a positive connection between the PR team and publication, says Kelly.

Melissa Simas Tyler, former news anchor and broadcast journalist, and current director of communications for O’Neill and Associates in Boston, says she relied heavily on well-crafted press kits during her 11 years as a journalist. “The press kit answered the questions I didn’t have time to ask an interview subject, or felt as if he or she just wouldn’t know the answers to off-hand,” she says. “The best press kits contain impressive facts that bolster any story.”

A comprehensive press kit might only include a press release, a fact sheet with bullet points and maybe a CD, continues Tyler. Suggested questions and a sheet with the interview subjects’ names and titles can also be very useful, she adds.

“After designing your piece, test it out with some journalists with whom you’ve established a relationship,” advises Brandi Palmer, manager of media relations in the Office of Communications at Florida’s Stetson University College of Law. “Ask them if the format works for them. If it doesn’t work, rethink and rework the piece.”

Palmer also suggests asking these journalists what the best time of day, or day of the week, is to send them information. “Late on a Friday or very early on a Monday may be an overwhelming time to add another email to a journalist’s inbox,” she says. “Show the journalist that you respect their time and input.”

Digital vs. Hard Copy

The purpose of a press kit is to provide important details and a little background in a multimedia format that appeals to journalists working in a variety of media, says Palmer. It can be delivered in as many media as journalists use, from video to still photography to audio to text.

Nowadays, media kits are usually available as downloadable documents on company websites, or as attachments that can be sent via email, explains Kelly. In this age of going green, kits might also be available on CDs or USB flash drives.

Most journalists prefer an electronic media kit as a link they can open, says Johnson.

Most reporters want to be able to download logos and photos to their own computer, or send them to photographers and artists working on page layouts, says Brooks. It’s also a good idea to make press kit materials appropriately formatted for smartphones, he adds, because that means the information will be widely available and accessible to reporters from almost anywhere.

“Set up a website that lets people click to the pieces they need,” advises Horowitz.

“Digital or online press kits are preferable, but only if they provide just the kernel of the story or event,” adds Barclay. Put in all the links you want, but make sure they are clearly identified, so the reporter can easily access or ignore them. “But the basic content should be as brief as possible,” he says.

And despite all of our technological advances, there are still those that desire a hard-copy version (perhaps due to the fact that our population consists of varying age groups), says Kelly.

However, hard-copy press kits are typically only used if they need to be mailed or hand delivered at events or trade shows, says Kelly.

If kits are going to be on-hand at an event, add a press release and facts pertaining to that respective event, suggests Laderman.

But remember: “If you can, do both a print and electronic version of your piece,” suggests Barclay. That way, journalists can use whichever way is easier for them.

For example, Brooks created a press kit for a national news conference a few years ago, with 28 reporters in attendance. Hard-copy background materials were provided in advance, but were also easily accessible after the conference via the Web.

“What really worked is that the photographs we posted of the principal speakers appeared in newspapers all over the country the next day, and so did portions of the support materials we posted,” says Brooks. “Had we provided these resources only in print, much of that material would not have appeared.”

Written by Grace Lavigne, senior editor of ProfNet, a service that helps journalists connect with expert sources. Dear Gracie is published weekly on ProfNet Connect, a free social networking site for communicators. To read more from Grace, check out her blog on ProfNet Connect.

Want to see some great examples of online press kits?  Check out Virtual Press Office.  This PR Newswire company pioneered the digitial press kit, and today hosts thousands of press kits for trade show exhibitors and online press offices for hundreds of trade shows and conferences worldwide.

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