Event Recap: Meet the Philadelphia TV & Radio News Directors

By Caitlan McCafferty

Last week, I had the opportunity to attend a panel with some TV & radio news directors in the Philadelphia market. The event was hosted by the National Academy of Television Arts & Sciences Mid-Atlantic Chapter and Drexel University. The panel was moderated by Susan Buehler of PJM Interconnection and the speakers included:

• Steve Butler, Director of News and Programming for KYW Newsradio 
• Sandra Clark, Vice President of News and Civic Dialogue for WHYY
• Margaret Cronan, Vice President and News Director for CBS3 and the CW Philly
• Tom Davis, Vice President and News Director for 6ABC 
• Jim Driscoll, Vice President and News Director for FOX29 
• Anzio Williams, Vice President for NBC10/Telemundo62

The panel members' discussion ranged from their goals as news directors to their career trajectories and their advice for young broadcast journalists. Each of them provided rich insight into their motivations as journalists and how their production and reporting teams are dealing with the ever-evolving media landscape.

An event bringing together six competitors in the country’s 4th largest media market was an interesting dynamic to begin with. But it soon became clear that they actually had many things in common. As news directors, they are responsible for the strategy and journalistic integrity of their stations. Each cited the same motivation – providing a public service and telling people’s stories.

But, certain differences, such as the allocation of resources, sets Clark, VP at a public media affiliate, apart from the others on the panel who have the resources of major network affiliates at their disposal. Despite a challenging media landscape, the panelists are more willing than ever to provide local audiences with the honest and informing stories they need and want.

When asked about digital media trends, the panel members were generally positive. Tom Davis talked about how 6ABC uses social media for brand enhancement and Cronan echoed that sentiment by talking about brand consistency in social media. In the radio space, Clark talked about how important podcasts have become to WHYY’s success. Butler also discussed how he was hopeful about digital media and that he was doing the most hiring for social media positions at KYW.

Some of the news directors also talked about some of the digital tools they use for stories. Driscoll uses Fresco, an app for citizen journalists, to curate footage of events. Williams uses Banjo, a news aggregator, to stay on top of up-to-the-minute happenings in the Philadelphia area.

So with all this in mind, the news directors had some helpful tips for PR professionals to consider when pitching:

• Only pitch local stories. Each panelist has a local focus, and KYW has a hyperlocal focus. 
• The panelists talked about struggling to allocate resources to the suburbs. If pitching a story about an event in the suburbs, be sure to contact the newsroom the week before to give them time to prepare. 
• Use digital tools to stay on top of the news. Pitch your client as a source if they could be a resource to journalists on a certain issue. 
• Contact the right person in the newsroom. The news directors spoke highly of the talented producers that work at each station in the Philadelphia market. The producers are responsible for assigning stories and putting the final broadcast together.  
• Follow the news station and key people at the station on Twitter to keep current on their interests and projects. 

Philly Tech Media: Pitching Basics Still Relevant Today

By Caitlan McCafferty

Successful public relations professionals know how to work with the media – but have those pitching basics changed in recent years? We caught up with some Philly tech journalists at a recent event to find out.

Hosted by Business Wire, Smart Talk After Hours: Meet the Philly Tech Media offered the opportunity to hear directly from the Philadelphia area’s top technology reporters about the projects they are working on and how to connect with them most effectively. Each of them writes about the burgeoning tech and start-up scene, focusing on innovative businesses in Philadelphia. 

Panelists included:
• Michelle Caffrey, Technology and Education reporter at the Philadelphia Business Journal
• Roberto Torres, Lead Reporter at Technical.ly Philly
• Melony Roy, Social Media Editor at CBS KYW News Radio
• Johnathan Takiff, Technology Columnist at the Philadelphia Inquirer

Each spoke about his or her individual writing process and experience with public relations professionals, but they all agreed on a few tips. 

They want an exclusive.  The journalists agreed that they are more likely to run a story if it is an exclusive for them. Every media outlet’s goal is to break the news first, so journalists want to be the first to talk to a particular person or about a certain topic. 

The phone still works. Both Caffrey and Torres spoke about how email pitches aren’t always the most effective method of pitching. Caffrey doesn’t mind a phone call and welcomes any pitch via phone especially if she has a relationship with the PR contact. Torres made things even more personal, and talked about how he prefers in-person pitches. He attends many networking events and doesn’t mind being pulled aside to discuss a potential story. 

Make the pitch to their beat and what they are interested in. Each journalist spoke about the importance of pitching to their interest. For example, don’t pitch a story about a tech company in New York City to Torres. He writes about tech companies in Philadelphia, not New York City. Don’t pitch Takiff a business story; he is interested in consumer experience. Most of the journalists on the panel talked about filing up to four stories a day. They want to hear your pitch, but be sure that it is something for them. 

Follow ups work, but be respectful. The panel spoke about PR Pitch horror stories. Most of them were about PR pros that just wouldn’t leave them alone or didn’t understand why the story wasn’t right for their publication. Follow up reasonably, and if the journalist doesn’t respond after the second or third follow up, they are not interested in your story.

Each journalist’s experience reinforced media relations best practices. If you craft a good pitch, pitch it to the right person, and follow-up appropriately, you have a better chance of being successful. 

Resolve for 2015 to Learn When to Shut Up

By Sarah Larson

No, I can't take your call right now. I'm covering the Memorial Day parade.

During my 20 years as a journalist, I dealt with innumerable public relations folks who did not know when to shut up. They didn’t know how to pitch me a story. Out-of-town agencies kept calling, long after the advent of caller ID allowed me to dodge their calls. They excitedly pitched me completely irrelevant “exclusives.” They couldn’t grasp the concept that a shooting or a bank robbery trumped their carefully orchestrated press conference. All in all, many of them seemed truly mystified at how to work with journalists.

After moving into public relations myself about two years ago, I have seen firsthand how understanding how journalists think and work is a huge benefit to my clients. It’s also a benefit to both sides of the PR equation – public relations folks and journalists – because it saves everyone time and frustration, and fosters better working relationships.

So, on behalf of journalists everywhere – pressed for time, paid in peanuts, and always being asked to do more and more with less and less – I offer this roundup of advice from journalists to public relations folks. Many good PR professionals know these things, but even those who do don’t practice them enough, or don’t do an effective job of helping clients set their expectations.

Here is what journalists today wish PR folks did – or didn’t do. A follow-up post will explore some of the things PR folks wish reporters would do or not do.

Understand first and foremost that nearly all news is local, whether “local” is a geographic region or a topic. If you want to pitch a national story or a national issue to a local or regional media outlet, you must find a local angle. Says one suburban Philadelphia journalist, “The only real problem I had is when one firm called me six times in one day (no lie) to pitch me a non-local story on pet insurance and related products.” Says another, "Don't pitch me stories that have nothing to do with my beat or my state."

Source: American Society of News Editors

Understand that everyone’s time is valuable and finite, and journalists are under incredible pressures to produce more. “Your pitch is not the center of everyone else’s world.” Newsroom staff nationwide has shrunk by 35 percent since 1990, according to annual surveys by the American Society of News Editors. That means fewer people to cover the news – and raises the threshold of importance in deciding what does and doesn’t get covered. It also means that those people still working in newsrooms have more to do; be respectful of their time and get straight to the point.

Do your homework – or do it better. Spend some time researching the reporters and the topics/beats they cover. Only pitch them on a story if you can find an appropriate angle for their audience. Says one Lehigh Valley-based reporter, “Don’t repeatedly send me press releases about events/stories that clearly aren’t related to the area that I cover. No need to send me information on an event in Philly when we don’t cover the city.” A sportswriter agreed. “The biggest thing that annoys me as a sportswriter is when I get releases that have nothing to do with me. Like stuff about traffic patterns or news stories. So basically, the best thing is to know who you are sending to instead of just the universal email database.”

Be organized and plan ahead. Says one business reporter, "If you're sending something that is on the daily news cycle, make sure your clients are available for comment. This has happened far too many times in the past, often with press releases on major management changes at local companies. If you have a new CEO, that person should be available for additional comment when you send out the release." If time is limited, scheduling a conference call between the client and a group of journalists can be helpful.

Think visually. Providing an interesting setting for interviews or an event is crucial if you are hoping for photographs or video coverage. From a television producer, “A bunch of talking heads at a podium or a conference room is the most boring television ever. Help us tell your story by showing us your story.”

Do not name drop. It’s annoying. “No need to tell me that State Rep. or Senator so-and-so is going to be there in an attempt to make it seem like a bigger deal than it is. Their presence, to me, means absolutely nothing.”

Find out how each newsroom that is important to you or a client operates. Learn what their deadlines are, when their shifts start, when their planning meetings are held, and take that into consideration when pitching stories or scheduling events. From a television producer, “Contact the local media and ask THEM what would be the best time to hold a press conference...my daysiders come in at 9:30 a.m., so if you schedule a presser for 9 a.m., you can pretty much forget about us showing up. Also, allow for travel time.”

Consider offering the story ahead of time on an embargoed basis. The more lead time journalists have to prepare coverage, the better. Working with reporters with whom you have developed trust and giving them the story in advance can help improve the odds of getting coverage. Says one reporter, "Breaking news aside - because the world still stops for breaking news - the more lead time I have on a story, the more likely it is that I can arrange my schedule to include it. I've found that more PR firms are offering stories on embargo. I appreciate that trust and the recognition that I'm not sitting by the phone waiting for news to happen."

Send calendar invites for events. Says one editor, "Attach an i-calendar item with an emailed press release that a reporter can just click on and add to their Outlook calendar with all the necessary information right there. Even if they haven't decided whether they will cover your event when you send the release, making it easy for them to add to their calendar gives you a better chance that it will be reconsidered in the days before."

Understand the types of stories that are good for TV/video or for text. A TV journalist says, “Don't bother sending us releases about events that already happened (unless it's like final numbers for fundraising totals). Tell us BEFORE so we have the option to cover your event.” Print and online journalists, however, often will welcome information about an event that has passed, especially if there are photographs to share or final numbers for attendance, funds raised, etc.

Never, ever take it personally. It’s not about you, or your client. “If your pitch doesn’t succeed one time, no bitching or whining about it next time. That will pretty much guarantee worse results. Move on, it’s not personal.”

5 Easy Steps to Build Your First Media Outreach Plan

By Sarah Larson

At the core of every marketing and public relations effort is the story you want to tell. We recently shared several possible story ideas for new or small business owners.

Once you have identified your story, you then have to decide what to do with it. Who will care about it? How can it benefit your business? To answer those questions effectively, you need some strategy - and if you don't have a strategy, it's time to devise one. Everything takes time and time costs money. Make sure the time you're putting into your promotional efforts doesn't go to waste. Here are some questions we ask clients to help focus their efforts:

Does this story have a personal connection to one of your team members? If so, know or find out where they grew up, where they live now, where they went to school, whether they are members of clubs or organizations, etc. Then look up:

• Local newspaper / local online site where the person grew up
• Local newspaper / local online site where the person lives now
• Alumni publications at schools the person attended
• Publications that the member groups produce - chambers of commerce and professional organizations often put out newsletters or magazines aimed at members.
• Religious or social publications

Where do most of your customers / clients come from? If the majority of your customers or clients hail from a specific audience - people who practice a particular trade, for example - find out if any specialized magazines or newsletters cater to that audience and get in touch with them. Likewise for any important new hires. If that person is a well regarded specialist in a particular field, their change of employment could be a news item for any publications that cater to that profession.

Does your business benefit from B2B relationships? If other business owners are your best referral source, you want to be in the publications they read. Look for a regional business journal operating in your area and make a habit of dropping the reporter who covers your industry a line to let them know what's going on in your shop. They appreciate being kept in the loop, even if they don't respond to every piece of information you send them.

Does your area have any independent news websites or blogs covering local business? Don't underestimate the reach of these relatively new information channels. People read them, and their editors want to hear from you.

Do you have your own website? Of course you do. But do you have a “news” section on that website? You should. And you should post your news story there. Then you should share the link to that page in your email signature (updated regularly), on your company’s social media channels, and in your company’s electronic newsletter. If you don’t have a formal newsletter, send the link to clients you think might be interested in reading about your news.

Media coverage is just one ingredient in a well-rounded public relations plan, but it is a significant one. Journalists want to tell good stories, especially about people. But they can't tell the stories they don't know about. Make it easier for them to tell your story.

6 PR Stories for Your New or Small Company

By Sarah Larson

In today’s economy, everyone is an entrepreneur - or at least, should be.

The full-time elementary school music teacher has a side gig playing piano at a local wine bar. The customer service rep at the bank makes elaborate custom birthday cakes on the weekends. And the accountant by day has launched an antiques refurbishment business.

The success of each of these endeavors will depend, in large part, on how much effort these enthusiastic entrepreneurs put into promoting their businesses. And that, in turn, depends on how effectively they employ an often overlooked, but potent, weapon in the business owner’s arsenal - public relations.

Many new and small business owners make the mistake of imagining "public relations" to be irrelevant to their business. Others think PR is something that only big companies do.

Neither is true.

Yes, big companies usually have in-house public relations teams or contract with support agencies, but small companies still engage in public relations. Maybe they don't call it that, and maybe they don't realize they're doing it -- which likely means they're doing it ineffectively -- but they're doing it.

Your company is going to do it, too - so do it well. The first place to start is by having a story to tell.

In my nearly 20 years as a journalist, I would regularly meet business owners who had great stories to tell, but they had never thought to pitch that story to a reporter. Too many people don’t see the story value in what they are doing day in and day out. If you are one of them, here are some ideas:

• Has your business celebrated an anniversary? Five, 10, 15 years in business - these are all great milestones that give a reporter a good reason to do a feature story on your business.
• Have you hired anyone new? If you’ve hired a new team member who has established credentials in your industry or community, that’s good news and worth sharing.
• Have you acquired a significant new client? With the client’s permission, and if it fits within your strategic plan, announcing a new client can be a good idea, particularly if that client comes from an industry sector in which you want to grow your business.
• Are you scheduled to speak at a conference or workshop? Sharing the news about the presentation can both help boost registration for the program - something the organizers likely would welcome - and help establish you as a thought leader on that topic.
• Have you won an award? Whether your business was voted tops in an annual survey or an individual team member was honored by a business group, awards are great to publicize.
• Are you participating in a program that has wider appeal? If your accounting firm, for example, donates time to a social services agency to help low-income clients file their tax returns, getting the word out about the program helps the agency, the firm, and the clients.

Chances are, your business has news that fits into one of these categories, and if you don’t now, you likely will sometime soon. In our next post, we look at how to get these stories in front of the people who care about them.