Ripcord Public Relations: Parachute Optional

Ripcord Public Relations:

Parachute Optional

Presented by Carol A. Skaff, APR Cohlmia Marketing

©Cohlmia Marketing 2014 All rights reserved.

The information herein is not to be reproduced or shared without permission.

If I was down to my last dollar, I’d spend it on public relations.

~Bill Gates

When I started my career: •Every radio station had a news director, reporters and newscasts

throughout the day.

•Every TV and radio station had feature interview programs

which were open to special guests.

•Anyone could freely enter The Wichita Eagle newsroom

and TV station lobbies.

•News “exclusives” were discouraged.

•News conferences were common and well-attended

by all media.

How has the news industry changed in the last 10 years? More media time spent on news dissemination – not news discovery. News dissemination is increasing, while newsroom staffs are declining. Journalists now required to cover a range of topics they can’t possibly

be experts at. (used to be “beat” reporters) Internet has created 24/7 news cycle. There’s always a camera present, or someone with a cell phone ready

to capture you on video. Radio news and reporting today is minimal. (Only KNSS & KFDI)

Changing Media=Changing Strategy Do This:

Present the facts and information, free of promotional embellishment. Provide substantiation for any claims or superlatives. Is this a story your readers might be interested in? What kind of story will your readers find helpful? What other information can I provide you with?

Not This: We just won an award and I wondered if you can do a story on it. My boss asked me to get some coverage on the front page. We just came out with an new product and I want you to write about it.

5 Mistakes We Make.

5 Realities We Ignore.

10 Strategies To Engage.

#1 Mistake:

Telling a journalist what to do. This is a huge story and you need to write about it.

#2 Mistake:

Mocking, harassing or picking a fight with a journalist. That story you wrote got it all wrong. You misquoted me – I never said that. I can’t believe you’re not getting this!

#3 Mistake:

Using self-promoting superlatives which are unsupported by fact.

We are the biggest, the best, the largest, the most successful, ….

#4 Mistake:

Presenting ultimatums. If you don’t run this story, I’ll give it to the other guys.

#5 Mistake:

Challenging editorial integrity. If you don’t run this story, we’ll cancel our advertising.

How Coverage Happens

Wichita Eagle

Rainbow Loom Reporter Roy Wenzl

Creators: Brothers, Choon and Yeow Ng Story Source: NIAR official, Yeow’s boss

Case Study (cont.)

Rainbow Loom

Why It Worked Original invention

American Dream

Family collaboration

Provided cell phone numbers

Arranged tour & photos

No roadblocks or delays

Total cooperation!

OneSource Technology Guest Column Oct. 2013

Mid-Kansas Ear, Nose & Throat Associates Retirement Feature April 2013

Kansas Spine & Specialty Hospital Expert Commentary April 2014

#1 Reality:

The journalist decides what runs and when it runs. We can only hope to

offer compelling influence. Building credibility, respect and trust = Building influence

#2 Reality:

News: It’s What’s Happening Now. The sooner you can break news after it happens,

the more successful your efforts will be. If your news is aging, try to tie it to something happening now.

#3 Reality:

If you want to establish credibility with a journalist, understand his/her

goals, pressures and needs. They have pressing deadlines. They have assignments to fulfill.

They have bosses and expectations. They are under pressure to deliver a story that builds audience.

#4 Reality:

Journalists are people too. They have feelings. They have egos. They have bad days.

#5 Reality:

To succeed at public relations,

you must become

a student of the media. Read the newspaper. Watch television news.

Form ideas and conclusions about the stories that interest journalists.

#1 Strategy:

Master the art of the news release.

[Group Break-Out]

Elements of An Effective News Release Include contact info. Include engaging headline. Include release date & city of release. Be timely. (happening now or very recent) Inform with 5 Ws: Who, What, When, Where & Why. Attribute the announcement. Include interesting quoted material. Follow Associated Press style.

#2 Strategy:

Research, select, contact

and follow your reporters. Which reporters typically cover your industry?

What topics have they written about in your industry?

What ideas can you give them to expand their readership?

Can you share any “breaking” news or tips with them?

Can you comment on stories they’re writing about?

#3 Strategy:

Put together a list of who gets what. Who do you send new hires and promotions to?

What are their format requirements? Will they accept a head shot? JPEG? PDF?

Which reporters cover the type of stories you would generate? How do the assignments get made?

Understand Media Process Wichita Eagle 1/day + online Assignments made at 10 a.m. meeting daily

Wichita Business Journal 1/week+online Assignments made at 10 a.m. meeting on Monday

TV News 6-8 newscasts/day+online Assignments made at 10 a.m. meeting daily

Radio News Up to 30 newscasts/day (KNSS & KFDI only) Assignments more spontaneous; no set meeting times.

ALSO: Assignments change and update throughout the day.

Get Personal: Take Names. Wichita Eagle 1/day+online

Business Editor Julie Doll

Wichita Business Journal 1/week+online Reporters cover beats – Select your reporter by beat.

TV News 6-8 newscasts/day+online KSNW Rich Wood, Assignment Editor

KAKE Ashley Oliver, Assignment Editor

KWCH Kim Wilhelm, Assignment Editor

ALSO: Assignments change and update throughout the day.

About Radio… Fewer actual news story opportunities today than years past. A few public service program opportunities. KNSS Radio – Send news to Steve McIntosh, steve@knssradio.com or

Ted Woodward, ted@knssradio.com for Morning Show. A few public service programs: Issues 2014 , The Good Life with Guy Bower, Gene Countryman Show. Send feature and public service ideas to Tony Duesing Program Director or directly to show host.

KFDI Radio – Send news to George Lawson, News Director, or Penny Kiryk, Assignment Editor. Send public service stories for At Issue program to news@kfdi.com.

KMUW Radio – News director is Aileen LeBlanc., leblanc@kmuw.org. Accepts public service announcements at info@kmuw.org.

#4 Strategy:

Understand the

goal of the journalist

1. Journalism’s first obligation is to the truth.

2. Its first loyalty is to citizens.

3. Its essence is a discipline of verification.

4. Its practitioners must maintain an independence from those they cover.

Source: www.journalism.org

#5 Strategy:

Take advantage of available promotional opportunities.

Best in Business (Wichita Business Journal) Wichita Metro Chamber EXPOsure (Wichita Eagle) Healthiest Employers(Wichita Business Journal)

Small Business Awards (Wichita Metro Chamber/Wichita Eagle) Social Media Madness (Wichita Business Journal)

40 Under 40 (Wichita Business Journal) CFO Awards (Wichita Business Journal)

#6 Strategy:

Become a contributor to the

Wichita Eagle editorial page. Write a reader view.

Ask to submit guest editorials.

#7 Strategy:

Establish yourself as a guest columnist on timely, useful topics.

Provide commentary on current, controversial topics. Refrain from any selling or self-promotion. Focus on usable tips and relatable material.

#8 Strategy:

Take advantage of

special feature opportunities. Wichita Eagle “Out of the Office”

Wichita Business Journal “Working The Room” Wichita Business Journal “Top 25 Lists” Wichita Eagle “A Conversation With…”

Wichita Business Journal “10 Minutes With”

#9 Strategy:

Take time to just build credibility and relationships.

Call reporters with story ideas you think interest them… Ideas that are NOT related to your business.

#10 Strategy:

Break Your Own News Through Social Media

Journalists are always trolling for story ideas. Twitter. Facebook. LinkedIn.

Example: Oxford Senior Living video http://www.youtube.com/watch?v=DiLL_W-kLBw

When the person who signs your paycheck insists…..

1. Talk about credibility.

2. Offer the reporter an option.

3. Take a stand.

Adopt Behaviors That Make You A Good Source for Journalists

Return calls in a timely manner (not just when you have an agenda)

Ask for deadlines and honor them

Be truthful & informative

Being responsive

Offer objective commentary (not self-serving)

Take Control of Your Story News release

Talking points

Interview guide

Sound bites

Public Relations is a living organism. Follows trends

Changes constantly

Adapts to changes at the media level

Requires constant study

Is customized for each medium, each journalist and changes on any given day

Support Your Earned Media (PR) with Paid Media.

Newspaper and magazine ads

Television and radio spots

Digital outdoor billboards

Digital online ads

Paid media builds awareness, legitimizes and makes people receptive to your message

Some are born great, some achieve greatness, and some hire public relations officers.

~Daniel J. Boorstin