Archive for the ‘public releations’ Category
The widespread use of social media has fundamentally changed how people communicate and share information and that includes PR professionals.
Twitter, Facebook, YouTube and other social media sites are essential modes of communication and “getting the word out.” The speed of information sharing is faster than ever before and PR professionals have access to a wealth of content that can be shared with consumers and key media influencers seeking solutions to a problem.
Thanks to social media the dynamic between PR professional and journalists/producers has changed. What used to be a monologue is now a conversation. Journalists and producers actively seek information and sources online. Many are active on Twitter or maintain blogs. So communication is faster and getting significant stories to them is easier.
There are so many uses for social media when creating a public relations and marketing campaign. It allows for conversational marketing and is another way to reach influencers. Blogging is also another way PR professionals and their clients can share stories beyond just what goes into a press release. Creating a simple keyword based search on Twitter can connect companies with people at exactly the right time to serve as a helpful resource.
At AJGpr, we embrace multiple channels of social media and use it to complement traditional means of marketing and creating brand awareness.
At AJGpr, a Los Angeles PR firm, we provide GOOD PR because we:
- tell the client what they need to hear instead of what they want to hear.
- recognize that the best “PR strategy” needs good follow-up.
- are not just about the over-glorified launch. AJGpr helps build and sustain a groundswell of brand support — incrementally changing consumer behaviors via a steady stream of relevant and candid communication to both “media” and “consumers.”
- are proactive and cutting edge in idea generation.
- find the balance.
- leverage pre-existing relationships with influential people — relationships built on trust and credibility earned over years of service.
- always “gets ink” because a good story has been well told to the right people.
After a 6 month search, Studio City, an Emmy Award-Winning Brand Management Company chose AJGpr to launch their new public relations campaign.
Studio City, creates about 8-10,000 TV promos a year. Their clients include Disney/ABC domestic television, NBC Universal, CBS domestic television distribution, 20th Television. They are the marketing agency behind the #1 Syndicated Talk Show – Ellen; the #1 syndicated morning show Live! With Kelly and Michael; the #1 sporting event of 2012 – The Summer Olympic Games; the #1 Drama in Weekend Syndication – Criminal Minds; and the #1 drama on Cable TV – Burn Notice. And now they can add another number #1 show “Katie.”
In addition, they have branched out — and are creating original material for television. Studio City is the creator and producer of the new entertainment news show, Dish Nation distributed by 20th Television (a division of 20th Century Fox). Along with being the show runner for its actual production, Studio City also produced the episodic and launch promos for the 6-week summer test-run. The launch and episodic promos helped grow the audiences from the seven test markets 40%, ultimately convincing 20th Television to pick the show up for a 52 week full series run.
You’ve researched your target list, crafted a great pitch, and sent it out to the appropriate contact. Your pitch was timely and newsworthy. Now what? How do ensure your pitch will avoid getting tossed in the trash and making it to print or the airwaves?
Getting attention has as much to do with the fine art of follow up as it does with the pitch itself.
Think about your contact, the producer, the editor, and walk in their shoes. They are constantly on deadline getting their current news story on-air or in print and perhaps also trying to make it out the door in time to see their kid’s softball game. And all the while, your pitch lands in their mailbox amongst 100 other PR specialists vying for their attention.
If your pitch is as well written as you think it is, and has a catchy subject line and lead paragraph, they might actually save it in midst of their already busy news schedule for further thought – when the time is right. But, more often a pitch can go unanswered and forgotten, if there is no follow-up – because your contact is just busy.
So what do you do? AJGpr, a Los Angeles PR firm, has some tips to share.
Let at least two days go by and call. Why? Because you want to remind your contact that your pitch was sent and get it back on their radar.
But what you do when your contact answers the phone is just as important as a well-crafted pitch? There are rules for the follow up with journalists, and if a break them, your pitch and your relationship make go by the wayside for good. So, make the call and:
Keep it Short, Simple, and Snappy – Your follow-up phone call should last three to four minutes tops. DO NOT RAMBLE. If need be, write a script and practice introducing yourself, reminding the contact (in a few short sentences) why you’re calling, and asking if they’re interested in covering the story. If they say no, thank them for their time and hang the phone up politely
Be Prepared – Your contact may very well be interested in your story, but remember they may also be on deadline when you call. Be cordial and ask when there might be a better time to talk. If in fact, they are interested in hearing the pitch again — be prepared to answer questions, provide quotes and facts, and offer to resend the initial pitch if necessary.
Do Not Sell – This is not the time to SELL the story. If they remember the initial pitch and want to hear more – the door is open. But if they are not interested even the best sales pitch will not persuade them if they’ve already determined that the story is not a fit. So again, say thank you and move on.
How To Write The Perfect Pitch
Any good publicist knows that a pitch serves one purpose – to pique the interest of a journalist or producer enough to get them to cover your story. So, knowing how to write a good pitch is crucial to getting media placement. AJGpr, your public relations specialist, recommends following these 9 simple steps to writing the perfect pitch:
STEP ONE: Preparation
Ask these questions:
– Do I have a compelling, newsworthy, or interesting story to tell?
– Do I have a clear understanding of my objectives (drive business, create awareness, improve sales, heighten image)?
If the answer is yes to all of the above, then move to Step Two.
STEP TWO: Create Your Media List
Develop a targeted media list that captures all the outlets that might be interested in your story. Be honest with yourself and ask the hard question – is there a place for my story in this magazine/television program/radio show/blog? If the answer is no –then check it off your list.
STEP THREE: Know Your Media Targets
Do your homework. Know you media outlets inside and out. What kind of stories/news items do they feature? Who is their target audience? You have to watch the television programs, read the magazines, newspapers, blogs, and listen to the radio shows you are pitching. If you understand the outlet and their target demographic you will know if your pitch is right for that outlet.
STEP FOUR: Know Your Contacts
If you have a health story, find the producer or editor who covers heath.
Spend the extra effort to discover the best contact at each outlet, the one most likely to be receptive to your pitch. Don’t waste your time blasting a pitch out to a large list, nobody will write about it. Before you begin pitching, you should know without a doubt that you have the right contact for the story you are pitching. Then frame the story/news item in a way that makes it clear to the producer/editor that it fits in with their specific outlet’s approach – otherwise it ends up in the trash.
STEP FIVE: Craft Your Subject Line
The subject line is the first thing your contact will read – so it has to catch their attention and make them want to open your email and not hit delete.
A good rule for any subject is to be as succinct and to the point as you can.
STEP SIX: Craft Your Opening Sentence
Your opening sentence is key. Here is where you can expand on your subject and hook the reader. It must be interesting and compelling so that your contact wants to read more.
STEP SEVEN: Craft The Main Body
Once you have readers’ full attention with your subject line and opening sentence, you then want to interest and educate them. You need to provide information that will resonate with the target publication and answers the five W’s (who, what, when, where, and why) and the H (how). Use a professional and friendly tone. But make it feel personal. If you have done your homework, your pitch should be something your reader will care about. And remember keep your pitch short and to the point.
STEP EIGHT Rewrite, Edit and Proofread
Writing a the perfect pitch takes time, so don’t rush. Look at your pitch with a critical eye and when you are satisfied that you have crafted an interesting pitch with a catchy subject line and NO typos…then hit send.
STEP NINE: Follow-up
Journalists get dozens of pitches a day and can’t always read your pitch the moment you send it. Give it a day or so, sometimes even a week – and if it is a good pitch, which fills their immediate needs, they will contact you. Some will file it away and others will hit delete. So use your judgment and if you feel inclined to follow-up then send a quick one-sentence email, hitting on the core message of your original pitch and asking for their response.
What is PR?
In this competitive world, media attention can make a company, organization, product, or individual stand out from the crowd. Having an edge in the market place is crucial to the success of any company, organization, product, or individual. Some companies/individuals choose to invest in costly advertisement campaigns to enhance their public image. Others use public relations to get their message “out there.”
Public Relations, unlike advertising, guarantees a company, an organization, a product, or individual, third-party endorsement by providing media exposure through television, print, Internet, or radio. Such third-party endorsements effectively augment the reputation and image of a company, an organization, product or individual.
Public relations specialists often know as “image shapers” are hired to do just that — shape and maintain the image of a company, organization, or individual in the eyes of the client’s various target audience through media placements. A PR specialist must first understand their clients mission and business goals before launching a media campaign. Once this is established, and the target audience is defined, a skilled PR specialist uses her media contacts to present the company, organization, product, or individual in the best light.
PR is a very effective way to reach and influence a target audience and costs far less than advertising.
Why Choose A Boutique PR Firm?
Does size matter? I always say, “You don’t need a Park Avenue address to have Park Avenue clients.” And bigger isn’t always better, especially when you are talking PR.
A boutique agency, with know-how, media savvy, and contacts, can deliver as much compelling exposure in a wide range of traditional and online media as can a larger firm. In fact, if it is personal attention you are looking for, many say go with the boutique firm.
The advantages of choosing a boutique PR firm, particularly a Los Angeles boutique PR firm, are many. First and foremost, boutique agencies can provide many (if not all) of the same services and deliverables as a larger firm for a lot less money. At a boutique firm you have direct access to the top and get great client service from conception to completion. A boutique firm can focus more of its energy and time on each individual client to provide excellent service.
So how do choose the right boutique PR firm? Start by doing your research and check out their website. So much in public relations happens on line now, they better get that right! Look for client testimonials and media placements. Make a phone call and speak with the owner/CEO. Take a meeting. How do they present themselves? Are their strategies on the same page as your business goals? Ask for a PR proposal that outlines their strategy, media contacts, and of course, cost. Some boutique PR firms work on project based fees, but most ask for a 3-4 month minimum retainer. You will know when the fit is right. Trust your instincts.
10 Essential PR Blogs To Read
Keeping up with PR trends and public relations news — what’s new, what’s hot, what’s not – is par for the course for PR specialists. So what’s the most efficient way to enhance your PR knowledge and keep on top of best practices? Read – and blogs today are fast becoming your top source of information. So how do you sort through the hundreds of PR blogs out there? AJGpr has simplified the search and recommends these 10 blogs that offer high quality content. Check them out.
And don’t forget to keep up with these fabulous PR resources
Advertising Age
Brand Channel
Cision
HARO (Help A Reporter Out)
Mashable
Twitter
Why Twitter?
I am the first to admit when Twitter arrived on the scene I didn’t get it. Then I heard Ellen Degeneres talk about “Tweeting” and I became intrigued, but still was not convinced I needed to do it. What were people talking about in 140 characters or less that could possibly matter?
Social Media came about as a way of connecting friends, family and people with similar interests. Then businesses turned to social media to connect with clients or customers who have an interest to their product. Facebook was the rage – and major medium to make these connections.
The Twitter appeared and began (and continues) to attract new users at astounding rates. It rapidly became the second most popular social media site next to Facebook. So I had to learn more – at least I had to open a Twitter account. And I did. It was a bit challenging to get my arms around this new social media format at first. But, I found a few loyal followers and began tweeting about my clients. I now follow over a thousand people and have more than 500 followers myself. And so as a “Tweeter” and a “Follower” here is what AJGpr has learned about Twitter:
- Twitter is easy to navigate and update, link to and promote anything
- Twitter reaches far beyond your inner circle of friends
- One Twitter feed pools all users; anyone can follow anyone else unless blocked
- Twitter is a pure communication tool that allows rapid responsiveness
- You don’t have to be logged into Twitter to get updates; you can just use an RSS reader
- Twitter is very interactive messaging platform with open APIs
Because Twitter delivers the news/the message the fastest of any other social networking medium, it CANNOT be overlooked when launching a PR campaign. You can easily measure your reach with free tools like twittercounter.com and klout.com
So, if you are not already using Twitter or encouraging your clients to use Twitter, start NOW. Anyone can drive ROI with Twitter by engaging followers through compelling content. Simply tweeting can help make a messaging point go viral. Twitter can no longer be ignored. It is an essential tool of any successful social media campaign.
TOP 12 TIPS TO ENGAGE THE MEDIA
Getting the attention of top-tier and targeted media outlets in today’s media-frenzied world is crucial to increasing public interest in any business, product, or person. Media placements, be it a news story, a human-interest story, or a product review, impacts how the consumer gathers knowledge, learns about trends, and makes decisions.
The job of any good PR specialist is to understand the inner-workings of the media so they can recognize what, when, how and to whom to pitch a story that gets media attention and ultimately the attention of consumer.
The good news is that all media outlets need content, be it hourly, daily, weekly, or monthly. So how does the media determine what stories to cover? And what does a PR pro do to engage the media?
Be it Google or Yahoo, a broadcast news program, a radio show, a magazine, a local newspaper, or a blog, media coverage for your client is key to any successful PR campaign.
While there is no magic formula, AJGpr offers some insight and 12 tips on how a PR specialist or publicist can best engage the media.
- First and foremost ask yourself this question. Is your story/news item actually interesting, important, relevant, or “newsy” enough to warrant attention?
- Does the story write its own headline?
- Does it affect a lot of people, or have relevance to a large sector of the population?
- Does it help resolve or answer a current national or local news question?
- Does it offer an interesting argument, debate, or conflict?
- Is it a medical breakthrough or provide answers to recent research, studies, and surveys?
- Is it a human-interest story? Does it evoke humor or sadness? Is it offbeat or quirky?
- Is it a new product that will change peoples’ lives?
- Is it celebrity related? Famous people tend to get more news coverage than the average Joe.
- Do your research. You must be familiar with the media outlet before you pitch. There is nothing that aggravates a producer/editor more than a PR specialist who haphazardly pitches and presents cookie-cutter releases without understanding the needs of the producer/editor.
- Know the media outlets audience. A media outlet or publication that specializes in a topic (e.g. health, women’s interest, sports, parenting) will have a different focus, or different ideas about what is newsworthy and what isn’t. Both localized and national media outlets have their own set of requirements on what they will or will not run.
- Share your pitch with the right producer/editor. Don’t pitch to someone who doesn’t cover the topic you want featured. Find out as much information as you can about them. Know what stories have been produced/published by the producer/editor – and perhaps make mention of that in your pitch.
- Build and honest and casual relationship with producers/editors. Know their first and last name. And most important — respect their time – and when they are on deadline (which is often the case). Bombarding them with email and phone calls will not make them your ally.
- Try to have face time to introduce yourself and your clients when possible. While producers/editors are busy they are often amenable to desk-side meetings. This personal rapport helps you establish trust and long-term relationships.
- Write pitches that are personal and pertinent. Pitches must have a unique/simple angle to avoid ending up in the trash. Remember, the media needs good stories, but be wary of sounding too much like a sales pitch.
- Offer a compelling quote a snazzy sound bite that will stick in the minds of their viewers, listeners or readers.
- Using visuals — photos/ videos that are high quality can enhance your written pitch.
- Offer samples – a book, a product. But send ONLY if requested. Unsolicited books/products often remain unopened.
- Create compelling subject titles when pitching by email. Producers/editors get inundated with email. Make yours stand out. An enticing subject is your next priority after your pitch has been crafted.
- Follow-up is key. Today, producers and editors tend to choose email over the phone to respond to pitches. But if your email pitch falls on deaf ears, don’t be afraid to follow-up by phone and then again by email.
- Once a producer/editor is engaged or shows interest in your story, respond to there query or request for product promptly.
- Always be gracious. It is never too much to say thank you. After a segment has aired or story makes it to print. Draft a quick note of thanks to the producer/editor. This will help secure long-lasing relationships with your media contacts.
Follow these 12 tips and you are on your way to getting media attention for your client managing a successful PR campaign.
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