- 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.
Professional Development and Training's tag archives
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
- They are among the world’s largest companies
- Their brands are some of the most powerful on the globe
- They apply research in their corporate communication decision-making
- Their communications leaders are speaking at the PRSA PRIME Research Strategic Corporate Communications and Research Conference, May 15-16 in New York City
Since each speaker offers a unique perspective on how their organizations use public relations research, it’s easy to assume that with the resources available to such large enterprises, their research is more sophisticated, more expensive and more complicated than anything “ordinary” PR people could attempt. It may surprise you to learn that with everything these companies have in common, they also share one more similarity: in each case, their PR measurement journey began simply, inexpensively and on a relatively small scale.
One of the great myths inhibiting wider adoption for research in public relations is the mistaken belief that research is too expensive or too complicated; that real pros know what works and what doesn’t; that they don’t need research to tell them what they already know. While instinct and experience count, each conference presenter can say that in the high-stakes business environment in which we all operate now, the benefits of a good reputation matter more now than ever. Conversely, the penalties for a poor reputation have never been greater. Good research guides decisions that lead to a better reputation and it provides the objective validation that every PR professional needs to communicate PR’s value to the business.
Never before has such a high concentration of top executives and thought leaders from the world’s greatest organizations been assembled in such an intimate conference setting
Tags: Corporate Communications, Corporate Communications and Public Relations, Management & Leadership, measurement, Professional Development and Training, professional interest sections, prsa conferences, Research & Evaluation, section conference, Strategic Planning, Techniques & Tactics
I’m getting used to the idea that I have been plying this craft for more than (or is that ‘over’? NOT!) 35 years. I am an old dog and, literally, a greybeard. Which is not to say I know it all, not by a long shot. I treasure my PRSA membership for the learning opportunities it provides me.
It is true, though, that in those years I have been to many conferences. They all have held something new for me, especially when I filled a generalist role. Conferences tend to offer a broad menu to appeal to a broad audience. It’s their nature.
Then there’s Connect ’14, planned this year for May 20–21 in Chicago. I have really enjoyed being part of the Employee Communication Section’s planning team for this conference because we all share that specialty: employee communications.
Tags: Connect Conference, Corporate Communications and Public Relations, Employee Communications, Employee Relations & Internal Communications, Professional Development and Training, professional interest sections, prsa conferences
PRSA On-Demand Webinar: Pitching Challenging Brands: Surround Your Clients’ Key Messaging With High-Demand Editorial Themes.
How can you catch an editor’s attention, and craft your brand’s story in a way that will generate more earned media placement opportunities? Hear several case studies that reveal how PR pros have positioned their clients’ key messaging with high-demand editorial themes to enhance their pitches and garner more organic media impressions.
Available until March 12, 2015 .
Many thanks to the Public Relations Society of America (PRSA) for providing the opportunity to present a webinar on “Pitching Challenging Brands.” My colleagues and I (Ellen LaNicca, senior vice president of PadillaCRT, and Susanne Vielhauer, sales director of Family Features) shared our thoughts on garnering media coverage for brands that may be perceived as being mundane, legally or socially challenging, or otherwise challenged by existing consumer perceptions.
Constructing pitches that resonate with editors is increasingly difficult as PR pros have to compete with a changing media landscape.
Here’s a sobering fact: The Pew Research Center reports a 30 percent decline in newsroom staff from 2000–2012.
This shortage of media staffing combined with the increased demands of the 24/7 news cycle, the public’s appetite for sensational stories, and burgeoning competition, result in fewer opportunities to get your messages placed in print and broadcast media.
The good news?
Editors and producers continue to find value in pitches that educate, excite, entertain and engage their audiences. Research shows that the majority of editors prefer to receive pitches by email, so take the time to craft a great subject line and succinctly convey the compelling nature of your story.
Our webinar illustrated a variety of tactics and case histories designed to resonate with editors and their audiences.
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