INK PUBLIC RELATIONS

A common issue arose from the topic covered in yesterday’s post (re Nuventix in Scientific American) – what is the value of print vs. online coverage? Many of our long-standing tech clients still strongly believe that print is where it’s at and while I too have caught myself being a bit “old school” on certain topics, this is not one of them. While print stories make for good wall-mounted displays, online coverage is out there working for you, connecting the dots between PR and its impact on your business. Four reasons why online is king:

1) Online usually gets more eyeballs. In the case of SciAm, over 3x’s as many (2M unique monthly website visitors compared to 607K monthly print subscribers)

2) Online supports a company’s SEO objectives. Yesterday, when the Nuventix SciAm story hit, the company realized its 5th highest website traffic day ever.

3) Online can be “pushed” to more eyeballs than just the base website’s visitors via social media tools. The initial Tweet that went out from @sciam on this story reached 42,229 people, according to TweetReach – and that’s just one tool, one avenue.

4) Online has longevity. Last month’s print issue will be recycled when the new one arrives – online stories live on in databases much longer.

You tell me – still jonesin’ for that framed art for your office wall or are you more interested in marketing that contributes to the bottom line?

Very thorough, and interesting, story out today on our client Nuventix in Scientific American. Nuventix takes a unique approach to cooling down hot LEDs – a required part of the process if we all want to go green and be more efficient in our home (and commercial) lighting schemes. SynJets are essentially synthetic jets, using the same air moving process that jet airliners do to keep us in the air, only these move the air to cool hot LEDs.

From a PR perspective, this story represents the full process of what we as PR folk go through to secure coverage of our clients. Here’s how it worked:

Initially, I was reading up on Scientific American as a good fit for such a story and noticed that writer David Biello had written a story on LEDs with one line referencing the heat problem (but not a solution). I shot David a note re the missing piece of his story being Nuventix’ approach – the SynJet, and further checked him out on Twitter (interesting guy, covering quite a few topics close to my heart including clean energy (or our lack thereof!)). David and I maintained a conversation via email from April until August when he returned from paternity leave (congrats again David!). When he was back in the office, he passed on the Nuventix information to Larry Greenemeier who just so happened to be working on a synthetic jet story. Larry and I had recently worked together on a story for a different client and I must say it was a joy to work with him again – he knows his stuff. Interview happened, customer reference was secured, demo and images sent out, facts verified and ta-dah! Here we are today with a story that’s interesting to Larry’s readers and shines a light on the very cool, and unique, technology of our client.

These are the days that we do see the fruits of our labor – my favorite days for sure.

…be ready to dress as if they were headed to the Kentucky Derby.

Based on what I am hearing from friends and experts in the broadcast journalism field, more than ever reporters in this industry must wear many hats. As people increasingly turn to the Internet as their source of news, broadcast news organizations must ensure they maintain or grow their audience by hitting eyes via this medium. For the broadcast reporter (already a profession notorious for impossible workloads and timelines), the growth of the Internet is just another task on their massive daily “to do” list. No longer is the reporter simply creating stories for their TV newscast. Sure, they still do that, but now they are also creating a web version of that story and on top of that more of these journalists are expected to shoot and create web video to accompany online stories. And let’s not forget that the demand for turnaround on these online stories are as about as close to “real-time” as you can get. As if that was not enough, the rise of the Internet and in turn social media is demanding broadcast reporters develop a social media presence.

As PR professionals, keep this in mind when pitching broadcast reporters. Let them know you are savvy to their plight by indicating resources you can provide for any medium where they will publish their story (Online? No problem…here are web-ready images. TV? No problem…here is b-roll. Tight turnaround? No problem…here are stats and my spokesperson is at the ready). Don’t be afraid to suggest how they could tell your story on camera. For one client, we actually shot our own video of how the story would look on camera and received a great response as a result. Basically, put yourself in the well-worn shoes of these overworked souls and pitch accordingly.

Personally, I intend to learn more by following the blog of Elise Hu, a local TV news reporter who is venturing out in a new role as a multi-platform reporter for The Texas Tribune. Hopefully, I will pick up some insight in order to more effectively pitch the modern day multitasking broadcast reporter.

In public relations and as a company spokesperson, there are few things more disappointing than having a fantastic interview with a key reporter and then having the story come out without any mention of the source or company. This can happen to the most impressive experts, and sometimes they are in fact the most susceptible because they take it on themselves to educate the reporter. We take great time and pride in counseling our clients on how to provide more than background information for a story and, while nothing is ever guaranteed, how to increase their chances of being quoted and mentioned prominently in every story.

This is no grand conspiracy on the media.  This is about delivering what reporters need to do their jobs well.  We must offer up not just information, but interesting, colorful, attention-grabbing and sometimes controversial stories, examples, opinions and comments for their articles.  Every great storyteller does this instinctively.  Many people understand this for personal interactions, but then tone down the personality and enthusiasm in a business setting, especially an uncomfortable media interview.  In order to combat this natural tendency and increase our clients’ chances of being quoted and referenced, we recommend planning ahead on not just what you’re going to say, but how you’re going to say it.

A few tactics we have found to work include using bold action words and absolutes to pump up your statements.  It seems obvious, but it’s something you have to plan for in how you describe your product or service.  Think of more descriptive and unexpected ways of making your point.  Using personal anecdotes and references can bring a product demonstration or nugget of information to life.  Did you use the device to solve a problem in your life?  Did your four-year-old daughter recently try it out?  Did you hear about that while having lunch at the local burger joint in town?  Also, as corny as it may seem, clichés can work to quickly convey or stress a message.  And of course, the holy grail of interviewing is finding the perfect analogy.  It has to be simple or forget it.

So while great background information will make someone an invaluable resource to journalists, it’s the colorful statements that enhance a story and that the journalists can’t make up (or find through research) themselves that find their way into quotes.  By preparing that level of message in advance, you’ll be more than just a good interview, you’ll be someone they know to go to for great quotes – just make sure that quote is in YOUR best interest too!

News is a commodity. However, the average person may not agree. You may see news as an unalienable right – a piece of public property that can and should be consumed by the masses on a daily basis. But to news organizations, like Austin American-Statesman, KXAN-TV, NPR, or even Perez Hilton, lots of money is made from news every day. The money, of course, comes from many different pockets – subscription services, ad revenue, charitable donations, merchandise sales, etc. Though the news is out there, we must view it through these media filters – and the color of that filter has always been relatively green.

This is a bow-on-top view of how the news industry has profited over the last hundred years. But, as we all know, the world is changing. So news organizations have to change right along with it.

Monday, INK sponsored a Social Media Breakfast at the Statesman offices. The discussion focused on how news and social media can combine seamlessly to bring news to the online community. However, an important question was raised during the conversation that got me thinking: “How can news organizations use social media to make money?”

This question has plagued many print newspapers as they have shifted content to the online space. It is easy (and free) to go on Statesman.com and read headlines on the topic of your choice – whether it is UT Football, K-12 education, or simply how to be a good mom. With this content right at our fingertips, more and more people are getting their news online, which means print subscription services are plummeting. Yes, the economy is part of it, but a changing media landscape is also to blame. Reporters are still writing, calling sources, researching, fact-checking and editing. The labor is consistent. In fact, with more layoffs occurring, reporters now have to work even longer and harder to make up for the HR changes. But are news media companies seeing the same profits? Answer: no.

Now, news content is infiltrating social media as well. Almost all of the major news sources have a Twitter account and consistently update it with breaking news stories (i.e. more time being spent by reporters). However, the difference between this form of readership and viewing Statesman.com is revenue. Sure, it would be great if everyone read headlines on Twitter and then linked to the corresponding web page (and then became so enamored with the publication that they bought a year subscription), but is that really happening? Or do followers simply read the tweet, re-tweet it, and be done with it? And if they are doing the latter, what has the Statesman gained by tweeting the news at all? Certainly no advertising or subscription money – but isn’t there more than just money?

The panel spoke of qualitative results. If “tweeps” follow @statesman and see them as a trustworthy news source, they are gaining an audience, credibility and a brand for themselves. This is definitely important in the social media sphere. Having a presence there means having a presence with millions of plugged-in consumers and thus building a positive brand reputation. But is it a smart business move? Does it contribute to the bottom line?

At first, the answer may be no, but that is a tricky question with a lot of marketing decisions. The Statesman seems to view its social media presence as more of a PR move, rather than a for-profit move. The company wants to build community and personality. It wants to be a news source that is more than just headlines, but a trusted friend. For those goals, social media is the perfect way to go. Rob Quigley, the social media editor at the Statesman, compared social media to a new version of “Letters to the Editor.” The feedback is now instantaneous. Social media gives readers a voice and an opinion. It creates a dialogue. Rather than simply consuming news, they can interact and help shape what they read. From what the panel described, the reporters like it too. They can receive tips, photos and inside information from readers, and can use social media to find the perfect interview candidate for a specific story. Though the endeavor may be labor-intensive, these panelists found social media to be one of the more fun aspects of their job.

From a business standpoint, the venture may be costly, with little up-front profit. But as with other successful marketing/PR efforts, the money will come. Consumers will almost always support a brand if they are truly loyal to it. A social media endeavor may not bring a company a ton of money at the start, but the value of a positive and sustainable relationship between a news organization and its constituents may turn out to be truly priceless.

In my role as Director of Broadcast Services, I have learned a few things about working with broadcast journalists and thought I would share with you, my loyal reader. These tips will be passed along in a series known as “Quirks of Working with the Broadcast Beast. ”

Quirk #1: “Well…That’s One Way to Look at It?”

I recently worked with one of the most visible consumer tech reporters in broadcast television. He covered the product of one of my clients, the BlueAnt Q1 Bluetooth headset. With all kinds of bells and whistles such as noise cancellation and multipoint technology, the Q1 is the kind of device that has gadget freaks fawning. And it does something else really cool. Something no other luxury headset from any other manufacturer does….it talks. The Q1 has a voice user interface so that you can talk to it and it answers back. With all that going on, I could not wait to see the take this superstar tech reporter would have on the device.

I settled in with anticipation to watch when the segment aired. I knew it would be a summer tech gadget feature and I could just see all the fun angles that could be taken with a souped up, talking Bluetooth headset. “Keep your eyes on the road and hands on the wheel during your road trip”, “noise cancellation technology blocks out the background noise when you need to take a call at a summer music festival”, “multipoint lets you share the Q1 with your summer fling….awwww.” So, imagine my surprise that the Q1’s redeeming virtue according to the reporter was that the rubber ear buds kept the headset firmly in when your ears got sweaty. Say WHHAAAA????!!!! Indeedy deed…that is how the Q1 was positioned…as the best headset for all you sweaty eared users out there. I mean, true the Q1 has optimized design features, but extolling its rubber ear buds would be like saying Manolo Blahnik heels are great because you can use the heel to separate your toes when you want to do a home pedicure.

At the end of the day, the client and I were not disappointed for a second. The fact that we were covered at all by this reporter was wonderful, and after all, it was an extremely positive piece. However, I was still a bit surprised. Given that I was working with a seasoned pro and had done all of the due diligence of educating this reporter on the product, discussed possible angles to take and so on, it was clear that what I had on my hands was an opportunity to learn something, thus quirk #1 of working with the broadcast beast:

Expect broadcast producers to be more liberal with the edit scissors than their counterparts in the world of print. We are talking about a vastly shorter time frame to pack in information compared to what you can do in a print article. Also, when information is delivered through a broadcast medium, a much smaller amount can reasonably be retained. Show and tell them and then “poof” that’s it. When it comes to TV, content has to be tailored to minimize the “in one ear and out the other” risk. And of course, you don’t want to overwhelm the viewer with too much information. When your audience is reading something, they expect more detail and can reference back to the information since it’s right there in front of them. So, what I am saying is…don’t be completely surprised if the finished piece of a broadcast story looks a lot different than how you pitched it for reasons named above.

That isn’t necessarily a bad thing and it’s a great thing to keep in mind. Doing so let’s you set appropriate expectations and provide more insightful counsel to clients. You can also use this knowledge to your advantage when pitching broadcast reporters. Break it down for them how all that corporate messaging and technical jargon can be condensed and repackaged in a visually compelling way. And of course, as any seasoned PR pro knows, we can tell our client’s story till the cows come home, but at some point you have to turn that baby over to the reporter who was the ultimate say. So as a cheesy Hallmark card from the ’80’s would say, “If you love something, set it free; if it truly loves you it will come back to you.” Just don’t be surprised if what comes back is a bird of a bit of an unexpected feather.

In the last couple of days, I’ve heard a few examples of “PR” that have just left me here with my mouth hanging open:

- “PR specialists” sending scripts to bloggers saying “Please post about my client – oh and here’s a script for you to use to make it easier on you.”

- “PR specialists” direct messaging reporters via Twitter and INSISTING that they tweet about their client, even going so far as to say “I retweeted your story, now you tweet mine.”

- “PR specialists” STILL sending mass emails to large groups of reporters in the bcc line (STILL? COME ON PEOPLE!).

There is nothing special about these specialists. None of them work here, nor will they ever. Perhaps I’m naive, but I honestly cannot believe these kinds of things take place. I used to say that PR isn’t brain surgery, but perhaps I was selling myself – and my team – short. We believe in the personal touch, in knowing what reporters write and are interested in, in pitching only those which make sense, and in respecting what they do – and in kind, ensuring they respect what we do. It’s really just the golden rule – would I want to receive a demand to do something for someone, especially someone I didn’t even know? Um, excuse my French, but HELL NO.

Perhaps you have heard about it in the classroom, around the water cooler or at family gatherings, maybe on the news, or in emails or text messages. This new social networking craze is sweeping the nation, the blogosphere, and even Hollywood:

Twitter.

To those of you who might live in the outer regions of Nowhere, the word “Twitter” may still exist in your mind as an onomatopoeia that birds utter. But for those living in the web-crazy times of the 21st century, Twitter has turned micro-blogging into a mega trend.

So why are so many bitter about Twitter?

Many reports state that companies and individuals are still skeptical of the new form of social media. Last month, the editors of the New York Times’ blog “You’re the Boss” posed this question to its readers: “Do You Still Think Twitter Is Stupid?” Of the 104 comments, some called Twitter “a little too Big Brother for me,” “dumb” and “worthless.” Still others said it was simply a “novelty” and will “fade into the blur that is the interWeb.” Though many of the comments question Twitter’s effectiveness and uniqueness, companies like Starbucks, CNN and Whole Foods have experienced quite a bit of success on the site. So, what’s the catch?

One explanation could be sheer numbers.

Twitter’s website attracted a total of 44.5 million unique visitors worldwide, according to a report by comScore in June 2009. One month later, the Washington Post reported that Twitter gained 21.2 million unique U.S. visitors to its Website in the month of July. With numbers like these, companies who decide to opt out of using Twitter for its perceived “drawbacks” might be missing out on a lucrative marketing advantage.

At INK, we view Twitter (and social media, in general) as a huge PR opportunity. The social media world is simply a “third space” – or rather, a channel or environment in which members of the community congregate to share information, news, or maybe even a casual conversation. If a company were to ignore the millions of visitors logging onto Twitter every month, it would be doing itself a huge disservice. In public relations, we are always trying to get the message out – whether it is on television, in newspapers and magazines, or on blogs and online. This forum is just another one to add to the list. In addition, social media offers companies a chance to be more personal than other kinds of media. CEOs can “direct message” (or “DM”) his or her favorite reporters and follow up with them about a story, or a customer service representative could respond to questions or complaints about a product. Of course, social media is not for every company and there are definitely “best practices” to follow when engaging in the online arena. That’s a post for another day.

For those that are still hesitant about Twitter, I recommend jumping in head first and just reading a few sites (if the companies listed above don’t tickle your fancy, Ashton Kutcher or Oprah’s Twitter pages might). Get a feel for it and maybe set up a personal account before presenting the idea to your CMO. Once you participate in a little tweet-and-greet, you may just find yourself hooked.

I’m a huge Food Network fan these days – ironic, since I don’t cook a lick. Hubby thinks it means I’m going to bust out with a gourmet meal any day now, but it really just means I find these people fascinating. Take for instance Duff Goldman, chef and owner of Charm City Cakes – and star of Ace of Cakes. Last night I caught his Chefography – fascinating stuff. Duff has found his calling in life and he didn’t do it by waking up and thinking “I want to decorate cakes when I grow up!” Instead, he cultivated the things in life that he loved to do – art in high school, cooking thereafter – worked hard, took internships and lower paying jobs to make sure he could spend his time doing what he loved, and then one day he made a cake for a friend’s wedding. And someone said, “Dude, you should really make cakes for a living.” And he thought, “Yep, I should!” and an entrepreneur, star and all-around happy guy in his chosen profession was born.

To me, doing what you love everyday is the key to happiness. Because man, if you’re spending 40 hours a week doing something you hate, you’re a miserable human being and who wants to be (or be around) that? And what I learned from Duff is that it’s a journey, not a destination, to find that thing. So get on it.

This morning, the ladies of INK PR and I were fortunate enough to speak with a group of high school students in a program called Upward Bound. This program provides fundamental support to participants in preparation for college entrance. In addition to counseling, academic instruction and cultural enrichment, these students travel to different companies to discuss possible career paths. This morning, while eating delicious breakfast tacos (thanks, Beth!), we were able to speak with them about not only what we do as PR professionals at INK, but how we got to where we are today.

It is kind of fun for me to talk about my college experience. As a recent alumna of The University of Texas at Austin (the BEST college in the nation), I love speaking to people about the invaluable resources that college can provide, inside and outside of the classroom. It is so encouraging to know that these high school students have already started thinking about their futures and are taking steps to prepare themselves. I am definitely inspired by their determination to succeed.

I guess it reminds me to always plan ahead. Life is a journey, not a destination. It is easy to focus on the here and now, but I must remind myself about the bigger picture. With every media list I construct, or every coverage report I compile, it is helping me build my knowledge of INK, our clients and public relations in general. Only a few years ago, I was preparing for college, registering for classes, and picking out a colorful rug to spruce up my Jester dorm room. Though I have since graduated, my education has not concluded. INK (and any job, for that matter) is its own kind of classroom. The lessons we learn here and elsewhere help shape us every day. Self-improvement is a never-ending journey and one that I will definitely enjoy traveling.