PPRA’s May Media Mixer

A “pitch-free” networking event for Philly's top media and PR pros

Thursday, May 24, 2012
5:30 p.m. – 7:30 p.m.

Register Now Online for this event.

“Clients come and go, but the relationship you have with a reporter is enduring. Treat them as you would treat any co-worker – with respect.” - Ancient proverb

Join the members of @PPRA for a #pitchfree networking event designed exclusively for public relations practitioners and members of the Philadelphia media at Time restaurant in Center City. Save your story ideas for the office, and instead enjoy a drink, something to eat and jazzy music in the company of your journalism counterparts. There is one rule however – no pitching allowed.

Reporters from the top publications, broadcast stations and online media will be there, will you?

Don’t miss this unique opportunity to strengthen your relationship with the press of Philadelphia or introduce yourself to those you’ve yet to meet.

Location:
Time
1315 Sansom Street, 2nd Floor
Philadelphia, PA 19107

Registration Fees:
$35 for PPRA Members
$45 for Non-Members
Additional $5 for walk-in registrations
*Registration fee includes a cocktail reception with light hors d’ouevres, one drink ticket (cash bar available for additional drinks).

Deadline: Tuesday, May 22, 2012
Cancellations will be accepted in writing by May 22, 2012. No Refunds after May 22, 2012. No-shows will be billed.

Media Panel: Scoring Airtime with Philadelphia's Major Broadcast Outlets

Luncheon Program - Wednesday, February 15, 2012

Have you mastered the art of pitching print, but can't land your client on the evening news? Join us for an exclusive opportunity for a little "airtime" with the faces behind some of Philadelphia's biggest TV and radio outlets. Get inside perspectives on what visuals are most engaging for the camera, what time of day you'll catch a radio host at her desk or even how to develop a content partnership.  Find out what the world is like behind the mic.

Panelists include:
Christopher Blackman, NBC 10
Jeff Kolakowski, CBS 3
Marilyn Russell, BEN-FM
Loraine Ballard Morrill, Clear Channel Radio
Clara Rivas, WWSI Telemundo Philadelphia
Moderated by Matthew Cabrey, Shire Pharmaceuticals

Click here to register online.

Location:
Del Frisco's
1426 Chestnut Street
Philadelphia, PA19102

Time:
11:30 AM - 12:00 PM  - Registration & Networking
12:00 - 1:30 PM - Lunch and Program

Registration Fees:
$45 - PPRA Members
$60 - Non-Members
$25 - Students
Additional $5 fee for walk-ins 

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 .