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11/1/2010
1
Old School vs.
New Media:
Today’s Public
Relations Methods
No, not quite
this old.
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Pony Express Smoke Signals Carrier Pigeon
Not this old, either.
But …
I’m still all about this!
Telephones
Handwritten
Notes
Press Releases Press Kits in
Folders
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I’m Taking a Stand
I go to countless conferences every year where we talk about social media and how great it is. And it is.
But let’s give equal time to the tried-and-true methods that got me where I am today.
Let’s go old-school for a few minutes.
Let’s Hear It for Good, Old-Fashioned PR!
Hats off to the people who still know the value of a
handshake or an in-person conversation.
Stop texting and tweeting for a minute.
Look at the person who’s talking to you.
Build the relationship the way humans were meant to –
through personal contact.
Know the actual person, not just their Twitter handle or
Facebook profile.
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So Who Wants Stuff the “Old” Way?
Based on our research, lots of people.
We survey our media partners every year to see if we
should stop sending out physical press kits. Every year we
hear a resounding NO.
So we have physical kits, but we also make the
information available electronically.
We give things to the media in every way they want it –
and often that’s the old-fashioned methods.
And each year, the amount of publicity we generate
steadily increases. We must be doing something right.
Case Study Every year, we have to decide whether to
send out e-mail holiday cards or print ones.
It’s cheaper, quicker and more “green” to send e-mails.
But we generate incredible results doing it the old-fashioned way … cards with personalized, handwritten notes inside. These are invitations to come to Hershey and story ideas customized for that recipient.
We send 1,000 cards. It’s lots of work. But it’s also a huge return on our investment.
The results speak for themselves. We’re kept busy throughout January, February and March – a “slow” time for parks in the Mid-Atlantic – as we schedule visits and stories for the spring and summer.
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But We’re Not Dinosaurs – Really!
We find ways to blend old
approaches with new.
We give the media the information
and materials when they want it
and how they want it.
We’re constantly learning new
things.
We ADAPT to survive.
Another Case Study
When I started in the PR business, we mailed all our press releases.
Fifteen years later, we e-mail them using very targeted lists.
We can see who opens them and who ignores them.
We can use SEO to maximize our exposure.
It’s a new take on an old method. And it’s what’s working for us.
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Why should you have to use
both “new” and “old” PR?
What do you see when you
see this?
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Here’s what I see…
It’s junk mail.
It’s trash.
It’s clutter.
It’s a waste of time.
Here’s what my husband sees:
It’s treasure.
It’s knowledge.
It’s finding the best
deal.
It’s new information
delivered right to his
doorstep.
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So what’s the problem?
WE SHARE THE SAME
DOORSTEP!
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Aha … Knowing your media is
just like knowing consumers.
When my husband shops…
He likes physically holding the ads to see what’s out there.
He’ll scour the ads to find savings.
He sees what meats are on sale at which store.
At the store, the butcher knows him by name.
When I shop…
I check who has the best deals online.
I print coupons online and can even send them to my BlackBerry.
I can chat online with a sales rep at some stores or get deals texted to me.
I can even order my groceries online … but I have to admit, I like the human interaction in the store.
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So even though we are in the same house, it doesn’t mean we like to get information the same way.
And neither do they!
Case Study #3
At one newspaper in San Diego, I know there are reporters I need to mail hard press kits to and I know there are reporters I can send an e-mail with links to get the story.
At one TV station in San Diego, I know there is a producer who will only run my video if I personally hand it to her on Beta SP. And I know an assignment desk editor there who can download the video from an ftp site and have it on the 5 o’clock news in minutes.
Many of my contacts I know personally – meaning I have had lunch with them, cocktails, dinner, lengthy phone chats, we’ve exchanged pictures of our kids, etc.
However, I have never seen the faces of some of my solid media contacts. But I know how they like to be approached.
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What’s the difference ?
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How does this
impact you?
How do you control the
message?
How do you protect
your brand?
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Are you ready in a crisis?
Do you have your
statements ready?
Are your “What If” lists ready?
Are they in 140 characters or less?
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Crowdsourcing
Creating community
So how do you know
which way to go?
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How about a road map?
Changes in the Newsroom
There are fewer reporters doing more work.
They have a constant news hole to fill. It’s a 24/7 deal.
They have to write stories, take pictures, shoot video, send Tweets, post to Facebook, check in on Four Square, and blog about everything that’s going on.
They’re never unplugged.
The pressure is always on.
So how can you help them?
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Technology Factor
Communications moves faster
It is not as accurate.
It is, however, transparent.
More availability
To stories and sources.
Preparation is key
Convert all stock statements and responses into “new media mode” (140 characters).
We still have to be betwixt and between
Still follow traditional methods.
Convert to new media tactics.
Stay open and available.
Don’t Forget Citizen
Journalists
•Bloggers
•Influencers
•Tweeters
•Multiple hats
•That doesn’t mean they are
professionals
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You Have to Change, Too
It’s naïve to think that you don’t have to.
But you also don’t have to abandon everything that brought you here.
It’s still about relationships.
It’s still about journalists meeting deadlines (they just have them every minute now rather than once a day).
It’s still about the story.
But sometimes that story can’t be told in 140 characters.
You have to figure out when it can be and when it can’t.
Ask questions.
Talk to people.
Gain insight.
Try different approaches.
Figure it out through trial and error.
Keep an open mind.
Know that whatever method you choose, it’s
going to take time.
So what will work for you?
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The PR Basics Remain the Same
Know your story.
Know the people behind your story.
Know the media outlet you’re pitching.
Play matchmaker … fit the right story to the right outlet.
DECIDE HOW MUCH TIME
YOU’RE WILLING TO SPEND!
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Bottom line….
Each method is time consuming. Combining
methods takes even more time.
Prioritize your media and the amount of work that goes into pitching. Should you spend more time on a writer with USA Today who is willing to hear your pitch, or a local paper that you can pitch anytime?
Trial and error: If you haven’t been able to get through to someone the old way, try the new – and vice versa.
Don’t be afraid to ask. Most members of the media will take two seconds to tell you how they prefer to be pitched.
Takeaways
www.mashable.com
www.imediaconnection.com
www.helpareporter.com
www.tweetdeck.com
