At the 2014 Student United Way Leadership Retreat, representatives from the Edelman PR firm presented on communications.

1. Media Relations 101
Presented by
Lindsay McGarity and Matt Schubert, Edelman

2. Today’s Agenda
•The Current Media Environment
•The Role of Messaging
•Best Practices for Media Outreach
•Pitching in Action
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3. The Current State of Media

4. Information is everywhere…
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•People are consuming more content than ever before
•We are exposed to information at multiple points throughout the day from many different sources
•Social media is turning everyone into news directors

5. Content is infinite…
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6. Attention Remains Finite
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7. Stories are More Important Than Ever

8. News on the Go
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•After email, reading news is the most popular activity on smartphones and tablets

9. Social Media Increasingly Breaks News
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10. News Gets Hyperlocal
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•New opportunities to make news relevant to niche audiences

11. So what can we do?
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Transmedia Storytelling

12. Edelman’s Media Cloverleaf
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MULTIPLIER EFFECT “There are two ways of spreading light— to be the candle or the mirror that reflects it.” - Edith Wharton
Traditional
Owned
Hybrid
Social

13. The New Rules of Engagement
•Engage reporters and media to create a relationship
•Be really honest with yourself– do you really have something newsworthy to say?
•Do not rely on a press release to disseminate information
•Use social media to get to know key beat reporters
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14. The Role of PR is More Important Than Ever
“The public relations industry, which is booming, is built on this power to persuade using the news . . . . public relations people facilitate good reporting . . . .”
Alex Jones, host, NPR’s On The Media and
former reporter, The New York Times
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15. What Makes a Good Story?

16. Know Your Story and Reporter
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• What’s your story, beyond the product plug?
•Have you seen stories like it in the outlet you are pitching?
•What make it unique/timely?
•Can you describe it in a tweet?
•Why would she care?
•What is his writing style?
•What are her recent headlines?
•Has he covered stories like this in the past?
•Could this story help her reach more readers/followers?
Know your story
Know the reporter

17. The Formula For Media Success
Bring Stories to Life
ART
SCIENCE
Messaging
Media relationships
Being proactive
Understanding media landscapes
Strategic thinking
Brainstorming
Understanding the client’s business and goals
Editorial calendars
Current events
Key dates, milestones, annual events, etc.
Executive availability
Media monitoring
Breaking news

18. Best Practices for Media Outreach

19. Developing Relationships with Media
•Be an active consumer of the media
•Be informed
•Be a resource
•Be patient
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20. Who to Pitch?
•Researchers
•Associate Producers
•Segment Producers
•Guest / Talent Bookers
•Senior /Executive Producers
•Managing Editors
•Correspondents /Reporters
•Hosts (small market)
•News Directors (smaller market TV, Radio)
•Metro-City Desk
•Columnists
•Editors
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21. The 10 Commandments of Pitching
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1. Lead with a real news peg
2. No Hype
3. Keep it simple. Really simple.
4. Keep it short. Really short.
5. Lose the gimmicks
6. Add a personal touch
7. Know your reporter
8. Know your outlet’s target audience
9. Do your research
10. Thou shalt never blast

22. The Art of the Subject Line
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 Most viewed part of the pitch
 Needs to make the most impact in the fewest words
 Competes with spam
 Balance between straight news & humor/shock value
Spam Trigger Words: Free, Check, Buy, Save, Get

23. Write Like a Journalist
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24. What Makes an Effective Pitch?
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“We read about 30 seconds’ worth of a pitch, so it must make an immediate impact.”
Martin Howell, North American equities editor

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Interviews Gone Bad

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Better Interview Example

27. Never…
•Call right before/during a show
•Call on an obviously busy news day (i.e., election day) or disregard current events
•Speak to an intern
•Pitch blindly (know who you’re targeting)
•Ask only if they “got the release”
•Tell them “I’ll send you the pitch”
•DON’T say I have this spokesperson for you…
•DON’T say I have this author, musician, actor/actress. Don’t assume they know who your spokesperson is.
•Send oversized, overstuffed press kits when unnecessary, or long email pitches with large attachments
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28. Always…
•Target correct show, producer
•Be friendly and brief on the phone
•Make your subject line count
•Send short, concise pitches and alerts
•Make your pitch within 10 seconds
•Be sensitive to breaking news, deadlines
•Make your pitch nationally relevant OR localize your pitch
•Give specifics: time, location, info, parking
•Don’t be afraid to pitch on Mondays and Fridays
•Remember: Local TV News generally only have 1-2 weekend camera crews
•Find out interview logistics
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29. Pitching in Action

30. Subject: Crest Pro-Health story idea
Dear Samantha Critchell,
I am writing to let you know about the new Crest-Pro Health Whitening Toothpaste launching in June 2011. When people engage in wellness activities, like a frequent exercise routine or a controlled diet plan, they want to see results of the positive changes they make. Similarly, they want the healthy dental care choices they make to be evident in their smile’s appearance, but surface stains and plaque accumulation can prevent their best smile from shining through. With the introduction of new Crest-Pro Health Whitening Toothpaste in June 2010, the health of their smile can be reflected in their naturally whiter teeth!
Plaque accumulation and surface stains caused by coffee, tea, and/or wine can get in the way of revealing a healthy smile. Crest Pro-Health Whitening toothpaste provides both health and whitening benefits. It protects all these areas dentists check most: fights cavities, tartar, sensitivity, plaque and gingivitis; whitens; and protects against bad breath. Crest-Pro Health Whitening Toothpaste removes more plaque than ordinary toothpaste, provides plaque protection throughout the day, and kills bacteria that can cause plaque and gingivitis. Moreover, it reduces unhealthy buildup and up to 50 percent of surface- level stains for naturally whiter teeth in just three weeks. Crest Pro-Health Whitening Toothpaste will be available in Fresh Clean Mint flavor in a 4.2oz tube for $2.99, 6.0oz tube for $3.49 and 7.8oz tube for $3.99 Crest Pro-Health conducted an online survey about the new product. Results of the survey include:
• Crest Pro-Health helps prevent cavities
• Crest Pro-Health can reduce up to 50% of surface stains
• 65% of Crest Pro-Health users said the packaging explains the benefits
Attached are the complete results of the Crest Pro-Health survey, plus several high-res jpegs of new Crest Pro-Health packaging and spokeswoman Julie Bowen.
I can offer you an interview with Julie Bowen from the hit ABC show “Modern Family.” Julie previously starred in “Lost,” “Ed,” “ER,” “Weeds,” “Boston Legal,” Happy Gilmore and Horrible Bosses- the upcoming film with Jennifer Aniston. Julie can discuss her new ad campaign for Crest-Pro Health Whitening Toothpaste and survey results.
I look forward to speaking with you at your earliest convenience.
Sample Crest Pitch

31. Subject: Crest Pro-Health story idea INCLUDE MORE DETAILS- NOT COMPELLING TO OPEN
Dear Samantha Critchell, SALUTATION LOOKS LIKE MASS EMAIL- WRONG CONTACT
I am writing to let you know about the new Crest-Pro Health Whitening Toothpaste launching in June 2011. When people engage in wellness activities, like a frequent exercise routine or a controlled diet plan, they want to see results of the positive changes they make. Similarly, they want the healthy dental care choices they make to be evident in their smile’s appearance, but surface stains and plaque accumulation can prevent their best smile from shining through. With the introduction of new Crest-Pro Health Whitening Toothpaste, the health of their smile can be reflected in their naturally whiter teeth!
Plaque accumulation and surface stains caused by coffee, tea, and/or wine can get in the way of revealing a healthy smile. Crest Pro-Health Whitening Toothpaste provides both health and whitening benefits. It protects all these areas dentists check most: fights cavities, tartar, sensitivity, plaque and gingivitis; whitens; and protects against bad breath. Crest Pro-Health Whitening Toothpaste removes more plaque than ordinary toothpaste, provides plaque protection throughout the day, and kills bacteria that can cause plaque and gingivitis. Moreover, it reduces unhealthy buildup and up to 50 percent of surface-level stains for naturally whiter teeth in just three weeks. Crest Pro-Health Whitening Toothpaste will be available in Fresh Clean Mint flavor in a 4.2oz tube for $2.99, 6.0oz tube for $3.49 and 7.8oz tube for $3.99 Crest Pro-Health conducted an online survey about the new product. Results of the survey include:
• Crest Pro-Health helps prevent cavities
• Crest Pro-Health can reduce up to 50% of surface stains
• 65% of Crest Pro-Health users said the packaging explains the benefits
Attached are the complete results of the Crest Pro-Health survey, plus several high-res jpegs of new Crest Pro-Health packaging and spokeswoman Julie Bowen. NO ATTACHMENTS- THEY CLOG MAILBOXES
I can offer you an interview with Julie Bowen from the hit ABC show “Modern Family.” Julie previously starred in “Lost,” “Ed,” “ER,” “Weeds,” “Boston Legal,” Happy Gilmore and Horrible Bosses- the upcoming film with Jennifer Aniston. Julie can discuss her new ad campaign for Crest Pro-Health Whitening Toothpaste and survey results.
MUST DISCUSS OTHER TOPICS- FAMILY, UPCOMING PROJECTS
I look forward to speaking with you at your earliest convenience.
WAY
TOO LONG- PITCH
IS NOT
CLEAR
TOO MANY PRODUCT MENTIONS
MOVE UP CELEB OFFER
TOO MUCH BIO INFO
STATS NOT NEWSWORTHY

32. Become a Stronger Storyteller
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•Read good news and feature writing and observe how the pros begin, tell, and end their stories
• Watch classic movies
• Practice everyday via email and conversation
• Listen!

33. Practice Your Pitch
•Use the facts provided to draft a fictitious pitch email including a subject line you would send two or three weeks before the World Economic Forum’s Annual Meeting in Davos, Switzerland.
•The goal is to secure an interview/meeting on behalf of United Way Worldwide President and CEO Brian Gallagher.
•Your target is CNBC.com Finance Editor Jeff Cox, who will be in Davos and has an interest in the topic of wealth inequality.
•CNBC is a television network and news website that covers politics, business, finance and entertainment.
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The Final Pitch
Subject: CEO Meeting Availability at Davos
Hi Jeff,
I’m writing to gauge your interest in meeting with Brian Gallagher, president and CEO of United Way Worldwide, during the WEF Annual Meeting in Davos. Mr. Gallagher has a strong point of view on a number of the topics that promise to drive the conversation at this year’s meeting. In particular, he would welcome an opportunity to share his thoughts with you on the challenges and opportunities associated with addressing the issue of wealth disparity in communities around the world.
While I’m sure you have a busy schedule, please let me know of your interest in a short conversation with Mr. Gallagher on this topic. If you send me some times/days that work for you, I would be happy to help coordinate logistics.
Best,

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The Result
“We focus on opportunity. We’re big because we’re small.”
— Brian Gallagher, President and CEO, United Way Worldwide

36. Thank you!
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37. PR Resources
Public Relations Society of America (PRSA)
www.prsa.org
PR Week Magazine
www.prweek.com
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