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Archive for Media for Public Relations

What’s Your Story

Tell a Story Day- April 27th stack-of-books-vintage-books-book-books

What’s Your Story?
Everyone loves a good story, we love stories so much that we find ourselves talking to ourselves, going home to watch movies or maybe we turn on the news to catch up on the latest.
Why Your Story Matters -Our stories allow us to be heard, to be significant. We can all learn and teach each other things we may not know about.
No matter what business you find yourself representing, what works these days is to provide opportunities for conversation and relationship -building.

Creating compelling, creative and customer-minded stories attracts more clients to your blog, social media or website.

Telling stories is necessary for building your brand online. 

After all, the way you write and speak affects the way people receive and respond to you. 

Meeting Scott Bowles, Film Critic for USA Today at UCLA


 Tonight is the first class session of the Reporting and Writing class at UCLA, instructed by Scott Bowles, film critic from USA Today. 

I’ve been excited for weeks and have been in anticipation for this night to finally arrive.

When I received my school catalogue for the UCLA extension course 2 months ago, the catalogue sat on my desk for a few weeks unattended to. I had no intentions of even taking a course, as many times before I mindlessly looked through the pages and the classes always looked interesting but not enough for me to actually take one.

As I flipped through the pages for the first time randomly, first looked at the Project Management studies and then stopped on the Journalism classes being offered. As I started to read the description for this class, I felt a connection, a knowing and intuition that I had to go to this class. I rarely feel this way, so I had a month to ponder before the deadline to enroll.

I do decide to get started. When I arrived, I sit close to the front, observing the other students, Mr. Bowles introduces himself and his background. As the evening starts to unfold he takes us on a brief tour verbally on what we will be doing each week in class.

Here are some interesting tidbits that he shared with us:

“Journalism is how we can be heard.”

Just because a story is on the front page, doesn’t mean it is actually news. There have been times where a major story has been buried on page 7. These decisions are made by the editor, who the stereotype is usually a 65 year old male. Sometimes what news is to the editor may not always be to the public.  He gives us the example of the death of Kurt Cobain ended up being in the middle of the newspaper and readers could not understand how insensitive the paper was by not having this story on the front page. This editor did learn from that experience and started to be more in tune to readers.

On-line newspapers stories are determined by importance based on the number of clicks. Now with technology, news organizations can track and pinpoint what stories people are reading and how much time they spend with an article. This is what constitutes what is a good story or news of the day.

Mr. Bowles brings up the on-line site of USA Today, the Life section where the Entertainment news is written. He shows us the interview that he had with Johnny Depp and the release of his new film, Transcendence, which tells the story of a scientist (Depp) who unloads his consciousness into a computer, sparking tensions between humans and sentient machines. He mentions that a few hours before his article had gotten buried through the other titles and was beaten out by the Miley Cyrus article, “Her severe reaction to Antibiotic’s.”

Bowles also shares with about his preparation of how he approached the interview with Johnny Depp, a huge part of the process is knowing and understanding your subject. Depp is not really into social media and likes to keep things traditional. Being that the movie is based on technology he still wanted to broach the topic, so instead of putting all the weight on Depp. Mr. Bowles opens it up to the cast and gets their take on social media.

Mr. Bowles knows that Depp has been interviewed by several thousands of journalists over the years and knows that you have to keep the story angle fresh and interesting.

Mr. Bowles points out that on-line newspapers are published instanteously and there is no one editing or making changes to the story till few hours later.  People don’t want to wait for the news and if they do they will go to another news outlet instead.

The print version of the USA Today, has more thought as to where stories are placed and what is considered news. Mr. Bowles recommends the class still pick up a copy of the newspaper on a more frequent basis. Print is thought to be more worthwhile.

Mr. Bowles also points out that sometimes people put journalists on a pedestal because they think that only they have access to information. He points out that we as Americans , under the Freedom of Information Act we all have access to the same information.

Well this wraps my take on the first class of Intro and Weighing the News……. Mr. Bowles closes with the 10 Commandments of “What to Look For When Weighing in the News.”


To Be Continued……………………………………

Q & A: Pitching Journalists on Social Media Channels

By Regina D’Alesio, PR News

Comcast PR Veteran Recommends Multi-Layered Media Approach
With more journalists turning to Facebook and Twitter to research story ideas and find sources, social media can be a great way to engage reporters and bloggers.

As Walter Neary, public relations director, Washington State, Comcast says in the following Q&A, social media is not a silver bullet for traditional media relations. Taking a multi-layered approach to building and nurturing relationships with the media will yield the best results, he says.

PR News: What’s your take on pitching journalists on social media channels?

Walter Neary: My hope is that we’ll soon stop talking about it like it’s something special, and treat the various social media channels like we treat the phone, e-mail and bumping into someone on the street.

PR News:
What’s one of the biggest mistakes PR pros make when trying to engage journalists through social media?

Neary: One mistake I see is PR professionals thinking engaging through social media is a substitute for human relationships.
PR News: What important media relations trends do you foresee in the near future?

Neary: Traditional media is shrinking, so we’ll see more companies striving to be the actual news source. Our definition of media has to expand so that we think of anyone with at least one friend as a form of the media, potentially able to share news. Companies will provide more effective resources that people can share among their circles of friends. News networks and content aggregators will adapt to include news from companies.

At some point, people wearing Google glasses (or other technologies) are going to be able to look at a store or product and immediately see what all their friends and other contacts think of that product or store. Companies will want to be part of that conversation as a resource, to reinforce, to respond and/or to listen.


Attracting and Leveraging the Media in 2.0 Web World

For years, you’ve probably heard the terms Web 1.0 and Web 2.0. But you really aren’t sure what that means.

In order to help you understand how to leverage the media in the Web 2.0 landscape for your business, lets define what each means.

Web 1.0– The internet we grew up on was static, these were simply pages that you could read similar to an online brochure.

Web 2.0– It is interactive, there is a 2 way communication. Web 2.0 is all about interacting and engaging and connecting. It is social rather than static. It requires for people to respond on both sides.

As an entrepreneur with a strong presence with a Web 2.0 landscape, you can be a trusted resource for the media. When a journalist is looking for information they use social media to assist them in their reporting.

Where do journalists hang out on-line? In a new study it shows that 90% of the journalists use Twitter, Facebook and blogs daily.

Statistics released in January 2012 on how social media drives content decisions for the traditional press and influences the way reporters and editors research and write news.

These are stats from a SGMP media survey:

89% of journalists source stories from blogs
85% of journalists use Facebook and LinkedIn for research
71% of journalists rely on Wikipedia for information
82% of the journalists use Twitter

These are stats from PRWeek/PR Newswire’s media survey:

62% of journalists are new required to write specifically for online news sections
39% of journalists are now required to blog
37% of journalists are now required to have a Twitter account
52% of bloggers consider themselves journalists

In a new study by Communications Research indicates that journalists want more corporate communications to put more in online newsroom.

86% of the journalists go to a company website to get information for their stories.

By providing an on line media newsroom for your website, you can develop with a special target market in mind and who you want to attract to your company. Think of your media newsroom as your on-line press kit: packaged with resources of interviews, social media links and featured events.

Reporters will be inclined to call you first over your competitors who do not provide an online newsroom for reporters to have access to.

To gain the publicity you are looking for, first anticipate what reporters are looking for and what they need.

If no one is reading you how beneficial are you to the source?


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