Getting Placed in the Media

So you have some great news to share about your company – perhaps a new product or event – and you’re hoping to get on the news. Or maybe you’re an expert who can provide some perspective on a big story that’s breaking. But how can you get placed in the media? It’s all about how you pitch them.

Do a little digging

Finding out all you can about a reporter, editor or producer can be huge when it comes to pitching a story. Between their bios, LinkedIn profiles, Facebook and Twitter accounts, even a blog, you can get a pretty good idea these days about which kinds of stories a journalist covers and what he/she is passionate about.

Pitch the right person

It should go without saying that you shouldn’t send a business reporter a story about decorating or an entertainment reporter an idea about a new school lunch program. Pitching the right person goes back to doing your research. Understand roles in newsrooms as well. If you’re pitching a feature segment for television news – go after the producer. They’re likely the ones booking and setting up segments – especially for morning and weekend shows.

Read or watch what they’ve done

When sending your pitch, reference a recent (or even not-so-recent) story the journalist did – or maybe a link they shared on Facebook or Twitter. It shows you care about what they’re covering. It also helps you break through the incredible number of emails and news releases they see every day. It shows them that you likely have a story that’s right up their alley.

Be available

If the reporter or editor calls you back – that’s awesome! Make sure you respond as quickly as possible. Media work on very tight deadlines – often the same day. They typically won’t wait a few days for an interview or information. The first person to get back to a reporter will be the one featured in a story so don’t delay – and you may even end up their go-to person if there’s a follow-up.

A good PR and media relations team will stay on top of the news to make sure it doesn’t miss an opportunity for you to provide your perspective on a relevant story. We’ll also make sure that we’re pitching the right story to the right person at the right time.

StoryTeller is a PR agency with unrivaled media contacts. We recognize that we all have a story to tell. Every person and every business. What’s more, our team has news room media experience and contacts at the local and national level. When it comes to understanding your story and connecting you with reporters, editors and news makers in the Twin Cities and across America, let StoryTeller be your voice. Learn more about our media relations work here. You can also download our pricing guide here.

But let’s back up for a second, if you’re not familiar with Pinterest, here is a brief explanation of how it works. Pinterest is a “visual social discovery network.” You create online pinboards (think of a bulletin board) for various categories (“dream home” or “fashion” or “recipes” or “workouts”) and then you “pin” items to it by uploading images, using the Pinit Bookmarklet or repining other people’s pins.

Mason Jar Lamp

Just think of all those times you were out cruising the internet and saw a recipe you really wanted to try or a great instructional blog post on how to turn a mason jar into a lamp. You thought to yourself, “Oh, well now that’s pretty cool.” But you never printed the recipe or emailed yourself the link to the mason jar lamp. And when you go back later to try to find it you discover that the links have been lost in the black hole of internet search.

This is where Pinterest comes in. Now you can quickly and easily store all those recipes and craft ideas to your organized boards. Just pin the image of the recipe, craft, etc… and that image will remained linked to the original website. So you can just log on to Pinterest, click on your recipe board, find the picture for Krispy Kreme Cupcakes, click on it and you’re instantly taken to the recipe where it was originally posted. Plus, you can follow your friends on Pinterest and see what awesome things they’re finding around the web.

Krispy Kreme Cupcake

So like I was saying, I find Pinterest to be a nice departure from other social media sites. With so many other networks it can sometimes feel like you’re being shouted at with the constant updates and information from friends, acquaintances and businesses. With Pinterest, all you see are beautiful images of food, travel destinations, interior design, fashion, etc… And if a picture catches your eye, then you can decide to click through to the website for more information. It’s really more about the things that are being pinned than the people who are doing the pinning. A novel concept in today’s social space where over-sharing of personal information seems to be the norm.

Plus, like I said, the pictures are pretty.

Even though Pinterest is still an invite-only community, businesses have already started to wiggle their way in. Brands like Chobani, Whole Foods and the Travel Channel have already started leveraging the power of Pinterest. But that’s a blog for another day…. Stay tuned!

]]> http://storytellermn.com/2012/02/new-social-media-tool-are-you-on-pinterest/feed/ http://storytellermn.com/2012/02/video-production-so-good-youll-cry/ http://storytellermn.com/2012/02/video-production-so-good-youll-cry/#comments Fri, 03 Feb 2012 21:54:41 +0000 Ed Heil http://storytellermn.com/?p=3573 When you’re in the video production business the challenge is keeping each video as fresh as the one before and making sure that you’re always pushing yourself as a producer to create remarkable content. I’ve always believed that any video should make you feel something. Make me happy, sad, inspired, ticked off, whatever it is - move me! Just don’t leave me feeling empty, staring at my watch wondering when the misery will end.

Fortunately, we haven’t had any clients begging us to “stop tape” especially when it comes to our work with non-profit organizations. One extremely informal way we measure the success of a piece is what I call the “cry test.” Pure and simple - did you or did you not cry after or while watching that piece? You won’t find this evaluation criteria in any video production classes or manuals. Most people who produce video for a living have similar ways to measure the success of a piece.

As a producer, when a video story moves your audience to tears, you know you’ve done something right. You’ll receive an incredible amount of satisfaction watching someone cry and then hear them say three magic words, “I love it.”

Ed Heil is the owner and president of StoryTeller Media & Communications an inbound marketing and public relations agency and video production company based in the Twin Cities of Minneapolis and St. Paul. Ed blogs on topics related to inbound marketing, social media, media relations, news media, video production and crisis communications.

If you’re considering the use of video as an online marketing tool, there are a few things you want to keep in mind when communicating with your vendor. You see, whether you’re talking to a Minneapolis video production house or a video production company in Denver or Tucson, we all tend to want to do the same thing - produce a great video that really shines for our client. One thing that not all vendors will do, though, is stay true to their commitment as storytellers. Here’s what I mean: often, the client has a lot of “requirements” for their video - these are things that they feel MUST be in the piece in order for it to gain mass approval. Often the excess items that are included are exactly that - excess. The trouble is, many vendors wanting to please their client, acquiesce and produce based on the client’s “must haves” and sacrifice the integrity and quality of the work.

So, what can you, the client do and what can you, the vendor do? Here are five tips for you both to consider as you’re planning your project:

Share Vision

So often, the client has a vision of what the piece “should” look like. Often times it’s difficult to articulate, especially to a video producer, because the client feels inadequate or that their ideas don’t count. After all, “they’re not the producers!” Instead, they keep to themselves and empower their vendor which sounds like a great idea, but it can also lead to conflict. If you, the client, have seen something that you like or have a specific video in mind that you can share with your vendor, do it! Let them see what you’re seeing in your mind. You’ll find out if the project is realistic and you’ll set the proper expectations for your vendor. As a vendor, find samples of work - whether it’s yours or someone else’s - that you can show to your client that illustrates what you have in mind. Share the vision, that way the odds of your success down the road are much higher.

Less is More

In virtually every situation, the client has certain elements of a story that must be included in a video. Often times, there are just a few essential items, but as opinions are collected from associates of the client, the list of “essential” items often grows. Remember, that more interviews or characters in a video often distills and confuses messaging - especially in a short video. Try sticking to a couple of characters that are able to tell multiple stories. This is especially true when producing videos for non-profit organizations. So often there are so many great stories, the tendency is to tell as many as possible, but ultimately, one terrific story is all you need.

Communicate

Don’t ever be afraid to say you don’t like something. It’s like the people that are served a meal other than the one they ordered, but they say, “oh, it’s okay, this is fine,” and then they proceed to grouse through the entire meal. If something isn’t right - and I’m talking to you, Mr. Client - speak up and let your voice be heard. You’re not going to hurt anyone’s feelings and if you do, tough. You’re paying the bill, you be sure to get what you want.

Approve Changes

As you go through script revisions or edit revisions be sure to sign off on all changes. Don’t assume the other side knows what you’re visualizing in your head. Keep in mind that editing video is a game a frames. In other words, one or two frames may not seem like much in the big picture, but those little frames can make subtle differences that affects the end product. So, be sure you see every revision before approving.

Let Your Video Producers Produce

On a cerebral level all clients understand this, but as the creative process begins quite often it’s difficult to let the producers produce. It begins with having confidence with your vendor, sharing vision and communicating along the way. Ultimately, it’s critical to remember that you trusted your vendor for a good reason and hopefully because they’re accomplished video storytellers. Always express your opinion, but trust the good judgement of your vendor. If you don’t have that trust, you may have selected the wrong company.

Ed Heil is the owner and president of StoryTeller Media & Communications an inbound marketing and public relations agency and video production company based in the Twin Cities of Minneapolis and St. Paul. Ed blogs on topics related to inbound marketing, social media, media relations, news media, video production and crisis communications.

“‘Public Relations Defined’ is an initiative to modernize the definition of public relations. Through an open and collaborative effort, PRSA and its industry partners are providing a platform for public relations, marketing and communications professionals to add their voice to a new definition of public relations.”

On one hand, I snicker at the idea that the advancements in communications and true relationships with the public in the last few years hasn’t garnered the attention of the PRSA until now. On the other hand, I salute them and say, “hey, big ships move slowly,” and as an organization as old as it is and with a member base as vast as it is, decisions like this must be thoughtful and deliberate, so hats off to moving forward.

From an organizational perspective, meaning the PRSA, I get it. From a member perspective, I find it totally preposterous that more public relations professionals haven’t forced this issue sooner. When did you first look at social media as a public relations tool? What was it for you that made you stop and say, “wait, now THAT is real public relations?” For me, I can tell you it was a few years ago after reading David Meerman Scott’s book, “The New Rules of PR and Marketing.” My associate, Amy Schneider echoes Meerman Scott in a recently posted blog called, “Redefining Public Relations,” in which she says essentially, the new PR professional has to adapt and become proficient in a number of areas to remain relevant. I completely agree.

About three years ago, as I looked around the Minneapolis PR scene, in fact, Minnesota PR as a whole, I realized that no one was buying into this notion that traditional forms of public relations and marketing was changing dramatically right before our eyes. In fact, one of the first blogs I wrote was based on a conversation I had with the owner of another agency in town who essentially dismissed the idea that social media was anything more than a passing trend. At the time, I thought her position was outrageous, today, I think it’s comical.

In many ways, public relations has never been easier to define than it is today through the use of social media. Businesses are developing relations with the public in ways they could never in the past. Ironically, marketers are claiming the territory, when in truth, much of online marketing is about building relationships with the public. To me, this is further illustration of the blurred lines between PR and marketing.

At long last, the definition of PR will change and receive the official blessing of the Public Relations Society of America. Hallelujah! It’s about time this move is being made. Now, let’s hope they come up with a definition that’s accurate and certainly one that can be edited in accordance with changes in society. Perhaps once the members of the PRSA come up with the new definition, its members should start to re-evaluate the necessity of the PRSA as an organization. Then again, maybe the fear of obsolescence has to do with why it took them so long to seek a new definition for public relations.

Ed Heil is the owner and president of StoryTeller Media & Communications an inbound marketing and public relations agency and video production company based in the Twin Cities of Minneapolis and St. Paul. Ed blogs on topics related to inbound marketing, social media, media relations, news media, video production and crisis communications.

It has to be said… 2011 has been an amazing year! We have had the pleasure of sharing so many of our client’s stories both through video and other avenues. So for our annual holiday video this year, instead of sharing stories of our own, we decided to share with you a taste of what we’ve been so fortunate to work on this past year. Happy Holidays from all of us here at StoryTeller Media & Communications.

Click here to view the embedded video.

Years ago when I was first starting StoryTeller, a PR friend of mine here in Minneapolis, told me that she didn’t think there were many new business opportunities in the Twin Cities. Her feeling was that the Minneapolis PR scene, and the Twin Cities PR scene, was pretty much tapped out. In some cases, she was right. When it comes to developing medium and large public relations accounts in Minnesota, it’s highly competitive with exceptionally strong agencies behind the biggest brands. On the flip side, we, at StoryTeller, weren’t trying to rule the PR world, we just wanted a small, little corner. Now, with online marketing exploding and consequently blurring the lines between marketing and PR, there is no better time to be a small, tactical and nimble inbound marketing and PR agency in the Twin Cities.

As we turn into 2012, I believe there are 3 big trends to keep an eye on as it relates, not just with Minnesota PR agencies, but with agencies and independents around the country. Here’s what I believe will be conversations that come to the forefront in the new year:

Online video

Sure, this may seem obvious for just about everyone living in the digital age, but where I see video as a game changer is as it relates to good old, lead generation. In 2011, we at StoryTeller benefitted from more and more businesses wanting to produce video as an online asset. In 2012, I believe more businesses will begin to take a more strategic approach to video and begin segmenting their needs based upon their sales objectives. In other words, “pain points” in sales and marketing plans will dictate the type of video content that will be created. It will then be used online and in sales meetings.

Social Media ROI

Like most agencies who have introduced social media to their clients, we too have gone into sales presentations levying the R.O.E. (return on engagement) argument for the value of social media. Yes, it’s true, like so much marketing, it’s nearly impossible to put a value on a Facebook fan, or a “like,” or a YouTube view, but engagement is a big deal. We’ve been preaching that for three years. Now, it’s not enough. Businesses need more than a hope and a big Twitter following to pay the bills. We at StoryTeller are beginning to deliver real, trackable ROI on our work in inbound marketing and throughout 2012, we anticipate having solid data that backs up the notion that our clients must be online.

Return of the Blog

I’m not sure it ever left, but let’s face it - businesses are not going to pack in their websites for Facebook pages. Rather, they’ll have both, yet, their online web site presence has to be strong, it has to be dynamic and it’s got to solve problems for their customers and prospects. If there’s a better tool for driving traffic to a website than a blog, I haven’t seen it. If you’re interested in an outsiders perspective, check out John Vomhof Jr. who wrote a December 16th, front page piece for the Minneapolis/St. Paul Business Journal on how blogs let businesses tell their story. Well, marry a great story with helpful and useful call-to-action buttons that are designed to capture valuable visitor information and you’ve got yourself a lead generating website. Those are three words you don’t see together too often!

Search will continue to rule the world online in 2012 and the battles for top ranking in specific keywords will be an ongoing challenge for those businesses trying to rise in organic search, which is yet another reason why rich, dynamic and relevant content will be at the center of the discussion in the year to come. Got your own opinion? I’d love to hear it.

Ed Heil is the owner and president of StoryTeller Media & Communications an inbound marketing and public relations agency based in the Twin Cities of Minneapolis and St. Paul. Ed blogs on topics related to inbound marketing, social media, media relations, news media and crisis communications. Follow Ed on Twitter @erheil.

Paying for crisis media training is kind of like buying homeowners insurance. It’s critical that you have it, but you hate paying for it because the odds of something bad happening are pretty small. Yet, in the event the unforeseen becomes a reality, you must have it. Crisis training is similar. No business owner or leader expects to have a crisis, in fact, most operate on a day to day basis without any sort of training whatsoever. For the most part, this is seemingly a good way to go - until you have a crisis!

Over the course of the last several years, I’ve had a chance to provide crisis media training for Minnesota businesses and non-profit agencies. Comprehensive crisis media training makes good business sense, yet it can be an elaborate, expensive and last a couple days. However, here are a few crisis media  ”Do’s and Don’ts” that you may want to tuck away in the back of your mind in the event some day you are confronted with an unexpected and unfortunate situation.

Do:

Be Polite: Understand that the media is doing its job and try to approach them with a helpful and positive approach.

Be honest and forthright: Honesty is the best policy. If media thinks you’re being deceitful and you have been, they will be relentless in finding the truth.

Follow up in a timely manner: Be conscientious of media deadlines

Consider the media your ally: Appeal to the media for help if necessary. They’re often useful in spreading information that can aid your cause.

Establish ground rules: Never hesitate to let the media, prior to speaking, what you will and will not be open to discuss. That said, realize that if the media’s sole purpose is to ask you what you will not discuss, you’re probably not ready to make a statement.

Be prepared for tough questions:  If you’re company is in trouble and you have tough facts to face, be ready to answer those questions from the media, because it’s their job to ask the challenging questions.

Lock in on 3 key messages: Key messages are your “go-to” responses. You need only three solid go-to responses to fall back on, but be strategic with your use of them.

Treat the reporter as a friend: Don’t misunderstand, this is not about sucking up, but if you’re cordial and helpful a reporter may be more inclined to empathize with your situation rather than assume a suspicious position.

Say I don’t know, if you don’t know: But be sure you get the answer if you commit to getting it.

Use “layman’s” terminology:  “Techie” language or acronyms that are proprietary to your business fall on deaf ears with media. At times, “inside baseball” language can be frustrating for media trying to get information.

Don’t:

Respond with “No Comment.” Forget what you’ve seen on television. When you say “no comment,” reporters assume the worst or suspect that you’re hiding information. There are dozens of ways to diffuse a question, but this is not one that you should ever use.

Go into an interview cold:  If you’re addressing the media, be prepared.

Answer questions “off the record.”

Be afraid to discuss concerns you have about the behavior of a reporter with his or her boss. If you sense he or she is acting inappropriately or unethically, alert the reporter’s boss.

Divulge confidential information.

Speak on behalf of others, unless you’re asked to.

Speculate on hypothetical scenarios. There’s never a good reason to do this in a crisis situation.

Accept reporter’s facts and figures unless you know them to be accurate. You don’t know the reporter’s sources or how reliable the information is.

Allow reporters to put words in your mouth.

Lose your temper or walk away abruptly. Aside from becoming a laughingstock online, your bad behavior doesn’t make the media go away. They will come back again to get their story if they need the information. Or they’ll go somewhere else and perhaps get less reliable, or worse, inaccurate information.

If you don’t have a crisis plan in place, get one. Don’t wait until crisis hits your business. At bare minimum do the following today:

Identify a spokesperson (preferably not an owner or the highest ranking officer).

Create a phone tree that includes all parties that need to be contacted in the event of crisis and be sure you have updated cell numbers.

Have a contingency plan in the event the spokesperson is not available. Who’s next in line? Then whom? Then whom?

Lie. Ever.

Ed Heil is the owner and president of StoryTeller Media & Communications an inbound marketing and public relations agency based in the Twin Cities of Minneapolis and St. Paul. Ed blogs on topics related to inbound marketing, social media, media relations, news media and crisis communications. Follow Ed on Twitter @erheil.

Public relations professionals are known for their communication skills. However, when asked to communicate what it is a public relations professional actually does, many (including myself) come up short. How do you succinctly describe a job that encompasses everything from media relations to social media to collateral material creation to event planning to marketing? Even the textbook definition of public relations leaves something to be desired:

Public relations helps an organization and its publics adapt mutually to each other.

This has been the formal definition since 1982. But how can we expect anything from 1982 be relevant in today’s ever-changing communication world? Needless to say, the Public Relation Society of America’s (PRSA) campaign to redefine PR is long overdue.

In his New York Times article, Stuart Elliot explains how the role of public relations has changed due to new ways of communication:

Perhaps the most significant changes have occurred most recently, as the Internet and social media like blogs, Facebook and Twitter have transformed the relationship between the members of the public and those communicating with them. A process that for decades went one way — from the top down, usually as a monologue — now goes two ways, and is typically a conversation.

And with this change in communication process has also come a change in the role and expectations of PR professionals. PR agency’s can no longer hang their hats on traditional PR skills and companies should expect more than press releases and clipping reports from their agency. To get a message to the public, PR pros need to expand their skill set to be proficient in social media, video production, inbound marketing and word-of-mouth advertising.

So how do you define such a complex and varied profession? It’s up to us to decide. The finalists in the search for a new definition of public relations will be posted on the PR Defined blog where you can vote for your favorite definition.

If inbound marketing was easy, everyone would do it. For years, businesses have clung to the outbound marketing concept - cold calls, advertising, billboards, direct mail. You know what I’m talking about, you’re doing it today in your business and have been for years. But do you balance that work with inbound marketing? If you’re not familiar with the term, “inbound marketing,” I ask you this - are you familiar with search? With google? Do you know why some businesses rank higher in organic search than others? If you are, then inbound marketing will come easy to you. If not, hang tight, we’re going for a quick and fast ride!

Inbound marketing is based on some pretty basic fundamentals:

Attract an Audience

Convert

Analyze