An Inside Look at the NBC 10 Morning Meeting

Part of my job in public relations is finding the balance between what the client wants and what the media finds newsworthy.  This is no simple task under normal circumstances, but television is a particularly tricky beast.  First, you need not only an interesting story; you also need a compelling visual to go along with it.  Even if you do have that, timing may be against you: news crews are short on cameras and have a much quicker turnaround time for their pieces than print media.  Then heap that on top of the fact your story is up against the waves of pitches from other communications professionals, natural disasters, updates on the national debt and economy, and police reports.  With all of the factors to consider, what’s a PR pro to do?

Go inside NBC 10’s morning meeting, of course.

Recently, I had the great opportunity to get a first-hand look at how Vice President of News Chris Blackman and his team work.  I walked into the NBC 10 studios in Bala Cynwyd at 9am expecting the caricatured chaos depicted in movies – papers flying everywhere, arguments over which lead should take priority, and every reporter angling for the most speaking time.  Instead, I witnessed one of the smoothest meetings I’d ever been in. 

A crew of about 20 or so people filed in with their coffees and portable breakfasts.  Chris used a white story board to lay out each beat, news slot, and reporter.  He went through the list, asking for ideas related to the shore, health, local news, and AP pickup.  No one interrupted or tried to shout over someone else; they all just wait for their beat to come around.  Chris filled in assignments next to each reporters name and corresponding news program.  A map of the day became clear over the 30-minute meeting and before I knew it, everyone emptied out to put together their news packages.

Some of the most important things the meeting reinforced for how I approach pitching broadcast include: 

· Always think in terms of local:  Apartment fires and shootings air on the news so often because they truly impact the people of Philadelphia and their safety.  If you represent a national brand or even a local brand that is part a larger trend, tie all of your ideas back to how they affect the city and surrounding areas.

· Know the right reporter:  I’ve said it in other blogs, and I’ll say it again! Targeted pitches are the way to go.  Each NBC 10 reporter had his or her time to talk in the meeting, rather than Chris just handing out whatever came in through the news desk.  The next time you call the news desk, ask who covers a specific beat and start sending your stories to him/her with a CC to the desk.

· Get creative:  There are dozens of ribbon cuttings in the city.  Anybody can give a speech.  But find a story that involves a grandmother punishing her grandson over bacon?  That will get the reporters’ attention.  The news team wants (local) pieces that the public will talk about at the water cooler all day.  Think outside of the box and make a standard photo opp into something bigger.    

Thank you again to Chris Blackman and NBC 10 for hosting me! 

This blog post was written by Christine Guerrini. Christine Guerrini is a member of the public relations team at Tierney agency in Center City Philadelphia. A Villanova grad, Christine specializes in media relations, social media and research. She has worked with clients in a variety of fields, including consumer, non-profit, and B2B. Outside of work, Christine is an avid fan of the Arts, whether exploring museums or sitting down with a novel. Connect with Christine on Twitter (@CMGuerrini) or at http://www.linkedin.com/in/christineguerrini .  

Media Relations: Pitching to Win

Public relations firms are always looking for the freshest angle to get our clients in the best media outlets. If there’s one thing I’ve learned since I started in this industry, though, it’s that sending out a blanket email to the media while pitching, even if it’s a great story, won’t produce results.  I’ve had plenty of reporters never respond to my messages or emails, rush me off the phone or respond to me like I’m secretly trying to get them to hand over credit card numbers.  Not because I didn’t have a good angle, but because I didn’t package the information how they like it.

There is no fool-proof formula that will work for all media.  However, I’d like to share a few simple steps I’ve picked up from my own discussions with reporters that can increase you chances at a winning pitch:

Research Your Target

Reporters often have very specific beats beyond just business, technology, or healthcare.  They may only be interested in stories about small businesses with a diversity angle, cloud computing technologies, or biomedical research.  These beat writers find it extremely annoying to receive emails that are off-topic, but it is easy to avoid.  The easiest way to know if your target reporter is a good fit for a pitch is to actually read his or her past work.  Doing your homework on a reporter is also a great way to see how you can tailor your current pitch copy to match a trend that he has already covered.

Don’t Make Contacts. Build Relationships.

I’ve been to several media panels during which editors have stressed the importance of building a rapport with their writers, even suggesting coffee or lunch appointments to introduce yourself and ask questions.  This may seem intimidating at first, but the relationship you seek to build is a two-way street.  PR professionals need reporters to take interest in their clients, and reporters need interesting stories to engage their readers.  They need us as much as we need them!  Since you’ve already done your research, use that initial knowledge to engage in a mutual conversation about what you want to place and what the reporter wants to write. 

Know When “No” Means “No”

Another of the biggest qualms the media has with PR pros is our persistence in follow up. It is certainly important to check on the status of a pitch, especially with key targets for your client.  However, calling every day and sending eight emails for the same pitch will get you nowhere.  You have to respect that sometimes reporters don’t need or want the information we have to offer, whether it’s an issue of timing or disinterest.  In backing off gracefully, you safe yourself the possibility of ending up on a permanent block list.       

   

Incorporate these steps into your pitch routine and get ready for the placements to be rolling off the presses. 

         

This blog post was written by Christine Guerrini. Christine Guerrini is a member of the public relations team at Tierney agency in Center City Philadelphia. A Villanova grad, Christine specializes in media relations, social media and research. She has worked with clients in a variety of fields, including consumer, non-profit, and B2B. Outside of work, Christine is an avid fan of the Arts, whether exploring museums or sitting down with a novel. Connect with Christine on Twitter (@CMGuerrini) or at http://www.linkedin.com/in/christineguerrini .  

Resume Tips – How to Highlight Your Skills

This past month, I had the difficult task of helping my department’s Internship Committee sort through a pile of resumes for our summer program.  I saw a great deal of talent, but I was also extremely surprised to see a significant portion of applicants overlook common sense details.  It went beyond typos; think: a resume in size 26 font, making what should have laid out on one page a three-page submission. These kinds of mistakes should never make their way past the first draft of your experience – yes, you should go through multiple drafts – but what about tips for most effecitvely highlighting your skills for employers?

Put Your Best Foot Forward
If you’re still in college or have recently graduated, you may think that it’s best to put your college experience at the top of your resume because it is the most recent material.  While companies think it’s great that you did work study in the library for four years, they would rather see any professional internships that show your understanding of the industry listed first.  Consider dividing your resume into three simple categories, such as Professional, Communication, and Education.  This way, you can still highlight the skills that you picked up as a resident assistant or president of a sorority while pushing real-world PR experience to the forefront.
 
Pick and Choose
Resumes should showcase skills that directly relate to the position you want to land.  It can be daunting to know what to include…so some people throw in everything, from summer stints as an ice cream server to working part-time in a wallpaper store.  Unless you can find very concrete ways that these jobs deserve note – like you helped to increase revenue by fifty percent by creating a grassroots campaign – leave them off.  If nothing else, this is a great incentive to find creative ways to stand out in part-time jobs to build up marketable skills.

Tweet, Like, and Link Your Way In
As if PPRA hasn’t made it painfully clear already, social media is an integral part of communications strategy. It is acceptable – and, in my opinion, necessary – to emphasize your active participation on social media channels.  My own resume now includes social media as a skill, as well as lists my Twitter handle and LinkedIn address so that employers can see how I utilize them on a daily basis.  

These are only a few of many things to consider when drafting a resume.  You will surely write and re-write your resume a few times in your life, and a good foundation out of college will make that all the easier.  I highly encourage all students and young alumni to utilize their university’s career services department, as well as supervisors from their internships, to continually strengthen your resume for whatever opportunities may arise.

This blog post was written by Christine Guerrini. Christine Guerrini is a member of the public relations team at Tierney agency in Center City Philadelphia. A Villanova grad, Christine specializes in media relations, social media and research. She has worked with clients in non-profit, law, technology, hospitality, and B2B fields. Outside of work, Christine is an avid fan of the Arts, whether exploring museums or sitting down with a novel. Connect with Christine on Twitter (@CMGuerrini) or at http://www.linkedin.com/in/christineguerrini . 

Did I Do That?: PPRA Panel Shares Crisis PR Expertise

From the BP oil spill to Gilbert Gottfried’s recent social media snafu, we’ve all seen the damaging headlines splashed across the media.  At the PPRA Crisis PR and Reputation Management panel on Monday, March 21 at Le Méridien Philadelphia, our panelists shared first-hand stories of how crises were handled and what they would have done differently.  A great deal of information was packed into just one short hour, so here are the topline points that you missed:

• Anne Klein of Anne Klein Communications Group
• PR people can never be brought into a crisis situation fast enough
• We may not be able to prevent the media getting a hold of a story, but we can prevent being caught unprepared
• Lack of communication is one of the main reasons that a situation escalates to crisis level
• Failing to respond to the media in a timely fashion can lead to a tarnished reputation for many years to come
• Karen Friedman, communications coach and author of “Shut Up and Say Something”
• Reporters will always ask “When did you know, and what did you do about it?”
• NEVER say “no comment.”  It’s okay to admit when you don’t know or to explain why you can’t talk about an issue
• When crafting messages, don’t think about the reporter you are talking to, think about the audience you want to reach
• Don’t let any client go on air without media training
• Jeff Jubelirer of Jubelirer Strategies
• Internal stakeholders (employees, board members, etc) are a company’s most powerful advocates and best messengers
• When sending out letters to external stakeholders, personalize each one to show your investment in them
• The internet is everywhere – crises move faster, so always be prepared to monitor social media sources
• Consider preparing a dark site with all of the information you need for potential crises
• Joshua Peck of Duane Morris LLP
• The relationship between lawyers and the PR world is changing
• Lawyers are beginning to recognize that their clients need more than just legal counsel in some situations
• Consumers of media do not want to hear from the lawyer or the PR person – they want to hear from the client
• When crafting an apology, focus not only on relating empathy, but also relaying what your next steps will be

• Moderator: Richard Maloney of SEPTA (and former KYW Newsradio Reporter)

• The success of a message comes down to credibility
• You don’t have control over who your CEO is, but you have control over if he speaks to the media or not
• The old joke is, the wife is the last to know.  The PR person is really the last to know

While every crisis situation is certainly unique, the public relations goal is always the same:  maintain your client’s reputation.  We hope you don’t have to deal with any crises soon, but now you can rest assured that you have some great principles to live by if you do.  

Thank you again to our panel!  

This blog post was written by Christine Guerrini. Christine Guerrini is a member of the public relations team at Tierney agency in Center City Philadelphia. A Villanova grad, Christine specializes in media relations, social media and research. She has worked with clients in non-profit, law, technology, hospitality, and B2B fields. Outside of work, Christine is an avid fan of the Arts, whether exploring museums or sitting down with a novel. Connect with Christine on Twitter (@CMGuerrini) or at http://www.linkedin.com/in/christineguerrini . 

Social Media 201 Takes Participants to the Next Level

Last week, class was in session at the Loews Hotel, where PPRA’s all-star roster of professors schooled our attendees in Social Media 201. The panelists delved deeper than how to set up a Facebook account or what a hashtag is (ours was #PhillySM201). Instead, the room was a-Twitter while discussing strategic ways to measure and track social media and how to use social media to reach target demographics.

Carole Felton, of Carole Felton Communications served as our fabulous moderator.

If you couldn’t sign in for the live-tweets on the panel, here’s what you missed:

Eric Cortes,  media relations specialist at the Greater Philadelphia Tourism Marketing Corporation, started on Facebook when it was still just a fun tool for college kids. Now, Eric manages social media efforts to target Hispanic travelers - last year alone, there were 16 million – and bring them to Philadelphia. Through his research, Eric found that most Hispanics only have internet on their smart phones, not at home, so they most frequently use location-based social media sites such as FourSquare and FoodSpotting. He also used his knowledge to create and launch a video campaign on Twitter, featuring famous Hispanics from the area.

Eric’s takeaway: Determine what mediums your audience is using, and tailor your information to capture their interest and drive them back to your website.

Director of Social Media Nichole Kelly,  from CareOne Services opened her topic with the questions, Should you use social media to deal with a crisis? Will it help or will it hurt? The simple answer: Yes, yes, and yes. Crises can spark from a big snafu and third party involvement, or from a string of negative comments made on earned media placements. Either way, Nichole believes that responding directly and genuinely is essential. Social media is a great medium to reach your constituents, since the community of supporters has already been built, but you have to be careful how you approach them. Companies have to leave behind corporate speak, defensive jabs, and ‘no comment’s. People want to hear from another human being instead of a company, so Nichole suggested responding as yourself - an individual within the company rather than the overall company itself.

Nichole’s pointer: Monitor your social media channels and comment sections for potential situations. If it scares you to respond to a comment, then you must respond!
　
For Oxford Communications strategist Ben Grossman, how to give value to social media compared to other marketing/PR efforts is a tricky business. Traditional ROI can be misleading when applied to Facebook or Twitter, and fails to recognize the other benefits like curbing costs or building communities of supporters. Ben recommended setting concrete goals for a social media campaign, which would then be used to gauge success. Looking to build up your brand presence? Consider ROBI (return on brand investment) measurements. Do you want life-long customers rather than the one-time sale? Move toward ROCI (return on customer investment). It’s all about tailoring measurements to specific goals, because a one-size-fits-all approach won’t work with social media.

Ben’s final tip: Have a goal in mind before building strategy – there’s always room to change strategies to better meet goals. Make sure that social media goals tie to business/marketing objectives, too.
　
To close out the panel, Mark Lazen, Chief Technology Officer of Social Media Today, looked at the changing landscape of media. Mark identified a new breed of ‘young guns’ taking to blogs and online communities and gaining status as influencers in their respective industries. Gone are the days when being a writer for The New York Times was the only way to get noticed as a journalist. The barrier to entry is lower, and now anybody that is a compelling writer/communicator with a likeable edge can catapult to influencer status. In fact, Mark pointed out that many journalists and analysts from various industries from failed business models have turned to blogging for this very reason. For this reason, PR pros have to broaden their definition of media targets to incorporate these new voices.

Mark’s advice: Be ruthless in your choices of social media, and tag links to follow analytics.

And what would a blog about social media be without including tweets from our attendees? These are the things that struck our audience the most:

@NinaScim: "Handle people without making them feel handled" - nichole kelly #phillysm201
@kathleen_elaine Always respond the comments, positive or negative, on your SM sites. Remember - everything is indexed online. #phillysm201
@damienwoods We're talking trolls here at #phillysm201 - are grenades next? Stay tuned.
@stephtakach Takeaways: From MKTG: don't just jump in, set goals and strategize. From crisis: don't wait until it's too late. @BenGrossman #phillysm201
@mkaisr Each effort is a tiny brick in the wall of perception, even when it appears to be dumb & even senseless -@ThisIsSethsBlog #PhillySM201 #ROBI
　
Join us for our next panel event "Public Relations Careers 101" on April 4th!

This blog post was written by Christine Guerrini. Christine Guerrini is a member of the public relations team at Tierney agency in Center City Philadelphia. A Villanova grad, Christine specializes in media relations, social media and research. She has worked with clients in non-profit, law, technology, hospitality, and B2B fields. Outside of work, Christine is an avid fan of the Arts, whether exploring museums or sitting down with a novel. Connect with Christine on Twitter (@CMGuerrini) or at http://www.linkedin.com/in/christineguerrini .
　
Note from the editor: Thank you SO much Christine for live-tweeting #PhillySM201!