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By Nora Firestone An excerpt from the Media Sense and Savvy section of "The $10,000 Apostrophe" Copyright 2015 |
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A Journalist's Real-World Examples of Positive Media-Relations Experiences
We can learn a lot by examining examples worth emulating. Here I’ll share with you the effects of good media outreach from two of the countless public-relations professionals I’ve encountered through the years, as well as some of the counter-effective stuff that’s also crossed my desk. You’ll find samples of actual media outreach by the two professionals mentioned below in the press releases and story pitches section, where I cover the how-to of pitch development and submission.
Cream of the Crop Professionals
Alison (Hamer) Bruder of L.C. Williams & Associates, Chicago area
When asked if I’d write a testimonial about my experiences with a specific public relations firm as a member of the media, I sent the following feedback with no hesitation. A positive review came naturally because I could offer it genuinely, authentically. (I’d never consider a disingenuous review.) Its contents should provide valuable insight to what matters to journalists with regard to media relations and outreach, whether from a professional PR firm, as Alison (Hamer) Bruder represents, or directly from the owner or other representative of an organization of any size:
I welcome correspondence with Alison Hamer of L.C. Williams & Associates as a refreshing break from the rising tide of less-than-professional press releases and story pitches that often flood my inbox. The level of professionalism and respect with which she reaches out demonstrates an understanding of the line between marketing and journalism that all public-relations “professionals” should acknowledge but that too many do not. This level of professionalism, respect and understanding of the job and needs of journalists, combined with a friendly, helpful and knowledgeable demeanor, is exactly what I appreciate and value as a reporter. Smart clients choose authenticity over hype when hiring someone to represent them in the often misunderstood realm of media relations.
Terry Kelley of Meridian Group, Virginia Beach, Va.
As vice president of public relations and corporate communications at Meridian Group advertising and public relations firm, Terry Kelley rivals a devoted fire chief or emergency room physician: ready for action and seemingly tireless.
Kelley’s agency represents Stihl Incorporated, the U.S. arm of Stihl Group, a global leader in outdoor power equipment manufacturing. I interviewed Fred Whyte, president of Stihl Inc., for a feature in “Inside Leadership” magazine. As PR/communications professionals sometimes do, especially for their most prominent clients, Kelley sat in on the interview.
I’d brought a recorder as audio backup, but prior to the end of the interview it ran out of storage. Whyte, being a gentleman and seasoned communicator, instinctively slowed the pace of his speaking so I could keep up by pen only. And without a word, Kelley started his own recording device, which I didn’t even know he had, to pick up where mine had stopped. Whyte and Kelley each had an inherent understanding of what the reporter needed and were prepared to assist in a pinch. Kelley let me know at a break in the conversation that he was recording the remainder of the interview and would send the file to me by the next day. Thank you, Terry; you rock!
Once a review of the interview had begun directing my ideas about whom else to interview for the piece, I reached out to Kelley for additional sources (as he and I had already discussed that I would). He followed up within hours with suggestions, names and contact information, as if my needs were his No. 1 priority. He also invited me to an upcoming ceremony celebrating a Stihl milestone and arranged to have some of those sources present for me to conduct brief, on-the-scene interviews. He offered to secure us a photographer if we, for any reason, couldn’t provide one of our own for the event. Kelley had understood and anticipated my needs, he’d known of company events and representatives that I hadn’t, and he did whatever it took to pull any necessary interview and photo opportunities together with conciseness for all, thereby assisting the magazine with whatever we needed to pull the story together with timely, relevant and interesting information and on deadline. Within reason, he made himself accessible during off hours (and let me know when he’d be inaccessible). This matters because reporters and editors sometimes research and write during early-morning, nighttime and weekend hours to meet strict deadlines.
I told Kelley that he’s a reporter’s dream. But his job is to already know that. :)
Kelley’s agency represents Stihl Incorporated, the U.S. arm of Stihl Group, a global leader in outdoor power equipment manufacturing. I interviewed Fred Whyte, president of Stihl Inc., for a feature in “Inside Leadership” magazine. As PR/communications professionals sometimes do, especially for their most prominent clients, Kelley sat in on the interview.
I’d brought a recorder as audio backup, but prior to the end of the interview it ran out of storage. Whyte, being a gentleman and seasoned communicator, instinctively slowed the pace of his speaking so I could keep up by pen only. And without a word, Kelley started his own recording device, which I didn’t even know he had, to pick up where mine had stopped. Whyte and Kelley each had an inherent understanding of what the reporter needed and were prepared to assist in a pinch. Kelley let me know at a break in the conversation that he was recording the remainder of the interview and would send the file to me by the next day. Thank you, Terry; you rock!
Once a review of the interview had begun directing my ideas about whom else to interview for the piece, I reached out to Kelley for additional sources (as he and I had already discussed that I would). He followed up within hours with suggestions, names and contact information, as if my needs were his No. 1 priority. He also invited me to an upcoming ceremony celebrating a Stihl milestone and arranged to have some of those sources present for me to conduct brief, on-the-scene interviews. He offered to secure us a photographer if we, for any reason, couldn’t provide one of our own for the event. Kelley had understood and anticipated my needs, he’d known of company events and representatives that I hadn’t, and he did whatever it took to pull any necessary interview and photo opportunities together with conciseness for all, thereby assisting the magazine with whatever we needed to pull the story together with timely, relevant and interesting information and on deadline. Within reason, he made himself accessible during off hours (and let me know when he’d be inaccessible). This matters because reporters and editors sometimes research and write during early-morning, nighttime and weekend hours to meet strict deadlines.
I told Kelley that he’s a reporter’s dream. But his job is to already know that. :)
