If you don’t already know the name Shonali Burke, you should. Among her many distinctions, she was included in PRWeek’s inaugural top “40 Under 40″ list of US-based PR professionals and is considered one of 25 women that rock social media. As President & CEO of Shonali Burke Consulting, Inc. she likes to say that “she helps take business communication strategy from corporate codswallop to community cool™.” The Washington Business Journal also recently named her one of 10 CEOs to follow on Twitter. And if that’s not enough, Burke has also found the time to help develop the next generation of PR pros, holding an Adjunct Faculty position at Johns Hopkins University, where she teaches Public Relations Writing and Communication.org: Not-for-profits in the Digital Age.
- Journalists don’t want to write about something that’s already been released. In the past, readers had few media sources for this information. Today, seconds after you post a press release on the Internet, it’s no longer new news. This story is already one click away from any one of billions of people with an Internet connection. Of course, you could send the press release out under embargo beforehand, but even that signals to journalists that you’re giving the story to a ton of competitors.
Tags: Corporate Communications and Public Relations, Media Relations, Professional Development and Training, Seminars, Social Media, Techniques & Tactics, Trends, writing
How often do you actually read or watch the outlets you’re targeting? (I know it takes time; shortcuts coming below).
During my “Pitching Boot Camp” in Chicago this past March, the attendees were crafting pitches with some of the initial tips I’d shared. I was helping here and there when Marc Gutman from Colorado called me over.
Marc explained that his client is a doctor who uses a pioneering stem cell therapy on knee injuries. The treatment is innovative but no longer brand-new, and Marc had no new research results to share, which pretty much nixed the targets I would have otherwise suggested — medical writers.
Tags: Corporate Communications and Public Relations, Media Relations, Professional Development and Training, Relationship & Reputation Management, Seminars, Techniques & Tactics
Stuck with a story that’s not new? You already know that one way to create timeliness is to find a way to tie it in to a holiday.
Valentine’s Day may have come and gone, but St. Patrick’s Day, Earth Day and Mother’s Day will be here sooner than you know it. So, I wanted to share some lessons learned regarding how to approach holiday messaging.
While powerful and timely, holiday messaging can also be challenging. You’re not only competing for the scarce time and attention of journalists, you’re competing with all the other people pitching whatever’s relevant to the calendar item you’re chasing.
So, take a step back and consider ways to come at that holiday like no one else will. Here are two examples: one building on the holiday, the other (a little like this post) developing content after the fact.
Tags: Corporate Communications and Public Relations, Media Relations, Professional Development and Training, Seminars, Techniques & Tactics, Trends, writing
We in PR aren’t like journalists.
We don’t always have the luxury of shooting down story ideas people bring to us — we ought to apply our creativity and media savvy, and find a way to make them work.
There are several formulas for turning boring or mundane topics into newsworthy angles that journalists and bloggers crave. Exemplifying a trend, tying to pop culture or tapping into breaking news are among them.
Another great one is to link to what’s currently on the media agenda. What do the media seem to have a love affair with right now? What can’t they get enough of?
Tags: Corporate Communications and Public Relations, Media Relations, Professional Development & Training, Seminars, Social Media, Techniques & Tactics
Subscribe to the PRSA blog.
PRSA on Twitter
Powered by WordPress 3.4.1
Box-Tube Box Modulize WordPress Theme By Dezzain Studio