Pitching 101

Posted on 22. Feb, 2012 by

I had the privilege of lecturing at Champlain College today in Nancy Kerr’s Writing for Public Relations class. Below are my slides from the discussion. We talked about how to write pitches – and over all how to pitch your story to the media. Thanks to all the students who attended. I had a great time!

Elements of a Pitch

View more presentations from PMG Public Relations.

 

Travel Agent, Personal Shopper… Publicist?

Posted on 20. Feb, 2012 by

One of the things that I love about my chosen profession is that I never know what the day will bring. Ever.

As a publicist you live and die by the news cycle and how your client’s story can dovetail with it. Sometimes it works, and other times it just does not.  All of your learned  communication skills come into play. But, some days you just need other skills. Something that is mandatory for the job is that “can do!” attitude. I often find myself working outside of my traditional roll to get the job done.

Today was one of those days. It started out normally – coffee, reading the paper, putting my sons on the bus to school. And then, I went to the office where all bets were off. A client’s plane was delayed and he called stating that this will cause him to miss the interview our team had set up for him this afternoon. That led to a string of calls and emails to get him rebooked out of another airport about an hour away, the additional expense of a ticket approved, and production of the segment he was filming pushed back.

After everything had settled, we find out that the new connection is delayed. This gives us only a 45-minute window to get the segment taped before the crew has to wrap after he lands. Oh, and he checked a bag. Ticktock… these are the moments when you do feel every minute counts!

We look to reschedule the connection. No go. That is the earliest flight going into LAX. Great [note the sarcasm]. We try and negotiate with the producer (who could not be nicer) – can we have another representative of the client be part of the segment? No. Can we hold the crew? No. Can we move the shoot closer to the airport to maximize our time? Yes! Now to find a location near LAX that will fit the bill – from Vermont. Thank goodness for Google Maps!

Meanwhile, we track flights, make sure that all of the other activities we have booked for the client are confirmed, update those involved in ground transfers, etc.

And then, we wait.

The location changes one two more times, the flight is delayed again, and the number of sent emails regarding this matter are well into the (high) double digits. And then, the flight lands. The client/talent gets to the location too late – so they go with our suggestion of using another representative of the client which they filmed just in case. They film. They wrap. It’s done. We collectivity breathe.

After the shoot, we’ll follow up with the producer to be sure they got what they needed and offer to get them anything else.

The ideal situation is when we can be on site for any client/media interactions. It makes helping with logistics easier. But, budgets and time constraints don’t always allow for the “ideal”.

Before you know it, your day has evaporated. What you have to show for it, hopefully, is a happy client and a great product – a press hit, in this case on a major show that will help generate more attention around the cause or product.

When I hear people say “that’s not part of my job description”* I cringe. If you choose to work in PR, everything from getting a glass of water or cup of coffee for a client who is prepping for an interview to having to be a personal shopper for a client who lost their baggage before a national morning show appearance — and in my case today, being a travel agent is inside the scope of your work. Just get it done. It’s really good advice for anyone who wants to advance their careers.

*It should be noted that I have NEVER heard anyone at PMG say this. People Making Good are also People Making it Happen! Thanks, team!! :)

So, When Should You Tweet?

Posted on 20. Feb, 2012 by

There are so many great (and not so great) tools to help you monitor almost every aspect of social media. Some free. Some not so free.

One that I appreciate is a site called Crowdbooster. It offers a freemium pricing model, but if you manage a brand, you will want to shell out some cash.

On their “about us” section of their site, Crowdbooster states:

Crowdbooster helps you achieve an effective presence on Twitter and Facebook. We show you analytics that aren’t based on abstract scores but numbers that are connected to your business and your social media strategies: impressions, total reach, engagement, and more. We then give you the tools and recommendations you need to take action and improve each one of these metrics.

There is a dashboard that will allow you to set a date range and then view your analytics regarding followers for that date set. Handy, sure. But what I think is the best feature? The weekly email they send me with the best times for me to tweet. Then, you can use the dashboard to auto-tweet if you  are so inclined.

While I do use some automated Twitter tools, I do not relay on them heavily. I find that the best way to manage your community is in real-time. This is not always feasible for all brands or people. If that is the case and you need to auto-tweet, be sure to double check your settings and your messages before pressing the “schedule this tweet” confirmation button.

 

Dream Job

Posted on 16. Feb, 2012 by

There are some days that coming to work is just that much sweeter. Today was one of those days. Not only did we get asked to continue our work with a client that we really adore, but I got an email from a new client. Here’s the closing line of that email to me:

 

 

It actually made me tear up.

Ken and I have built PMG carefully: with great thought, cautious decisions and conservative management [and a certain amount of rage - mostly from Ken ;) ]. Praise from our clients – in the form of contract renewals is great – but what really jazzes up our team is the kind words that we hear or read. It makes it all worth while.

Actually, this makes PMG my dream job.

 

Hello? Can You Hear Me?

Posted on 14. Feb, 2012 by

Last week my phone rang. Sure, this is not an odd occurrence. I probably get more inbound calls at the firm than any other person given the nature of my roll. But the nature of the call was somewhat unique.

A reporter that I have been working with via email from a national outlet called me. [gasp!] And, it was not to work out details.

Yep. She wanted to meet me via phone. I almost fell off my chair. You see, dear reader, this does not happen very often. In my business, and sadly much at all anymore. When I used to walk up hill to school both ways in the PR world, calling and faxing journalists because email was not widely used at the start of my career, I used to speak to reporters a lot as I pitched. Now, because of all of our technology (which makes my job MUCH easier), there is less phone work.

Bridge built with one easy, quick call.

Should you call every journalist in your database? No. But, don’t forget that the phone is a tool – and not just for txting. So this week, do one thing – make a call.

 

Image courtesy of Ritchie Brett via Creative Commons license.

Media Training 101

Posted on 09. Feb, 2012 by

Being on TV or radio – or now even on a live stream can be intimidating even for the most polished and poised CEO. Media training is not something they teach you in business school – and rarely is it taught to undergrads who are majoring in public relations. Yet, formal (or even very basic) media training is something that anyone who will be spending time with reporters should have.

I seem to be doing this a lot lately – which is good. Mostly our media training includes consults with non profits, refreshers for executives who have been in the public eye for years, and grooming new spokespeople for clients. Regardless of who we are training and what the situation is, there are some key points that remain the same:

  • Before you are interviewed (if this is a pre scheduled interview), know the outlet and the reporters most recent work. If this is a TV interview, watch the show a few times. Familiarize yourself with the format and the reporters. This will make you feel more at ease on camera, and with the journalist.
  • From the time you arrive on location for the interview to the time you get back in your car you should be on your game. Nothing is “off of the record”.
  • Do not speak in industry jargon. Pretend that the audience has no idea what you are talking about – and explain yourself well.
  • Dress your part. Be sure that you are putting your best foot forward and look your best. (This seems obvious, but I have had to run out and buy an entire outfit for a client before going on national tv because he showed up at the station immediately following a day on the golf course.)
  • Talk for goodness sake! So many people become quiet once the cameras turn on. Look at the reporter, not the camera – this should put you more at ease. Forget the camera exists and have a dialog with the reporter.
  • Be mindful of their time and not going on and on… and on. Most segments are just a few minutes. This time passes quickly. Prepare a few bullet points (or talking points) before you go to the interview so you have an idea of what you want to talk about. It is fine to share these with the producer or reporter in advance of your interview.

Social Media in the Afterlife

Posted on 04. Feb, 2012 by

I was scanning the wire services this morning – something I do on a daily basis to see what other flacks are throwing out there – and came across Immortum.

Basically, this new site allows you to make posts across Twitter and Facebook from the grave. Yeah, you read me right. From. The. Grave.

Have you seen the movie PS I Love You?  I did. On an international flight for work. And cried bawled. It was ugly. Gerard Butler plays a man who dies suddenly of a brain tumor, leaving his young wife played by Hilary Swank alone. Prior to his death he writes letters to her to help her though a year of grieving him. Great idea for a film – BUT, not one they should ever show on an airplane. Good grief!

This is along the same lines. You anticipate your demise, write your thoughts and words of wisdom down, and then schedule it to post to your social sites at a future date for your loved ones, friends, and followers.

There are support networks in place for caregivers and online journals offered, too.

For me, I have a journal that I write some (what I think are) important thoughts in. Should I die, my hope is that my sons would take comfort in some of this. For my friends and followers across social media, well, you’re on your own. I will not be posting from the grave.

So what do you think? Is this a good idea or not?

Hacking Around

Posted on 03. Feb, 2012 by

I never fancied myself a hacker of any kind. Until today.

#BTVSMB, the Burlington social media breakfast event, hosted Social Hack today. My partner in crime for these events is Rich Nadworny of Digilicous. We split our duties for planning these events. This one was all his – and he did a fantastic job!

What most surprised me, having never been a part of a hack event before, was the amount of collaboration and idea sharing that went on. I felt that our team (Team Kale – pictured) did well and that the idea that we came up with has some serous legs (we even figured out how to monetize it!). The other part that struck me was the number of people who turned out, taking an entire day out of their own offices to come together and lend ideas that hopefully will solve some problems around the local food movement.

Burlington, VT is really a cool place. We have a lot of creative and tech savvy people. I am proud that PMG is based here. Only good things ahead for this city.

Start you engines!

Posted on 02. Feb, 2012 by

I agreed with a friend to do a 100 day (what was I thinking?!) blog challenge. It’s pretty simple, really. Post a blog post a day for 100 days. If we were to start on February 1, 2012 then we would finish on May 1. This surely was a way to get me more in the habit of blogging for PMG—something that I keep saying that I need to do.

No problem.

HA! The best laid plans. I had every intention of posting an entry yesterday. Then, I started a migration from my MacBook Pro to my new MacBook Air. That took over 20 hours. Fun! Thus, the blog post was put on hold, and now I will attempt to blog every day to May 2. Wish me luck.

Send Me Your Resume.

Posted on 19. Jan, 2012 by

Um. I don’t have one.

This was my recent response to a colleague yesterday when I was asked to send my resume for a teaching position I hope to have this fall at Champlain College. When I started PMG with Ken, I thought two things:

  1. I would never have to manage anyone again. After all, how big would our firm ever be?! We all know how that turned out, eight associates and growing later…
  2. I can ditch my resume. Never again will I have to apply for a job – assuming PMG survives (it was the beginning of the recession, so that always lingered in the back of my head). To ensure that I did not have an easy escape I trashed every digital file of my resume. Every. Last. One.

And then came the email: Please send me a current copy of your CV.

Crap.

I sent the other items that were asked for and then asked for more time to send my resume. I was honest. I don’t have a resume. I would need the weekend to write it.

And then, it hit me. I DO have a resume. A social resume. LinkedIn to the rescue. I keep my profile there up to date. I have used the site to network with others, research potential candidates for open positions at PMG, and research companies that we want to work with. I have always overlooked the “print” and the “pdf” buttons. Until now.

Here’s a snippet of my resume. Clearly, if I am to use this to actually find a job (which I am not – don’t worry, Ken!), I would need to edit it slightly. The best feature is the recommendations section. This actually prints to the bottom of your LinkedIn resume.

With that realized, when was the last time that you asked past employers, employees, vendors, etc for a recommendation via LinkedIn? This is a great way to build your social resume. When was the last time you wrote a recommendation for a super-star unasked? That is also a great way to market your personal brand and that of your company.

Is your LinkedIn resume up to date?

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