Carol Skaff of Cohlmia Marketing presented to 60 Chamber members in the field of marketing & communications on the topic of public relations on May 29, 2014.

1. Ripcord
Public Relations:
Parachute Optional
Presented by Carol A. Skaff, APR
Cohlmia Marketing
©Cohlmia Marketing 2014 All rights reserved.
The information herein is not to be reproduced or shared without permission.

2. If I was down to my last dollar,
I’d spend it on public relations.
~Bill Gates

3. When I started my career:
•Every radio station had a news director, reporters and newscasts
throughout the day.
•Every TV and radio station had feature interview programs
which were open to special guests.
•Anyone could freely enter The Wichita Eagle newsroom
and TV station lobbies.
•News “exclusives” were discouraged.
•News conferences were common and well-attended
by all media.

4. How has the news industry
changed in the last 10 years?
More media time spent on news dissemination – not news discovery.
News dissemination is increasing, while newsroom staffs are declining.
Journalists now required to cover a range of topics they can’t possibly
be experts at. (used to be “beat” reporters)
Internet has created 24/7 news cycle.
There’s always a camera present, or someone with a cell phone ready
to capture you on video.
Radio news and reporting today is minimal. (Only KNSS & KFDI)

5. Changing Media=Changing Strategy
Do This:
Present the facts and information, free of promotional embellishment.
Provide substantiation for any claims or superlatives.
Is this a story your readers might be interested in?
What kind of story will your readers find helpful?
What other information can I provide you with?
Not This:
We just won an award and I wondered if you can do a story on it.
My boss asked me to get some coverage on the front page.
We just came out with an new product and I want you to write about it.

6. 5 Mistakes We Make.
5 Realities We Ignore.
10 Strategies To Engage.

7. #1 Mistake:
Telling a journalist what to do.
This is a huge story and you need to write about it.

8. #2 Mistake:
Mocking, harassing or picking a fight
with a journalist.
That story you wrote got it all wrong.
You misquoted me – I never said that.
I can’t believe you’re not getting this!

9. #3 Mistake:
Using self-promoting superlatives
which are unsupported by fact.
We are the biggest, the best, the largest, the most successful, ….

10. #4 Mistake:
Presenting ultimatums.
If you don’t run this story, I’ll give it to the other guys.

11. #5 Mistake:
Challenging editorial integrity.
If you don’t run this story, we’ll cancel our advertising.

12. How Coverage Happens
Wichita Eagle
Rainbow Loom
Reporter Roy Wenzl
Creators: Brothers, Choon and Yeow Ng
Story Source: NIAR official, Yeow’s boss

13. Case Study (cont.)
Rainbow Loom
Why It Worked
Original invention
American Dream
Family collaboration
Provided cell phone numbers
Arranged tour & photos
No roadblocks or delays
Total cooperation!

14. OneSource Technology Guest Column Oct. 2013

15. Mid-Kansas Ear, Nose & Throat Associates Retirement Feature April 2013

16. Kansas Spine & Specialty Hospital Expert Commentary April 2014

17. #1 Reality:
The journalist decides what runs and
when it runs. We can only hope to
offer compelling influence.
Building credibility, respect and trust = Building influence

18. #2 Reality:
News: It’s What’s Happening Now.
The sooner you can break news after it happens,
the more successful your efforts will be.
If your news is aging, try to tie it to something happening now.

19. #3 Reality:
If you want to establish credibility
with a journalist, understand his/her
goals, pressures and needs.
They have pressing deadlines. They have assignments to fulfill.
They have bosses and expectations.
They are under pressure to deliver a story that builds audience.

20. #4 Reality:
Journalists are people too.
They have feelings. They have egos. They have bad days.

21. #5 Reality:
To succeed at public relations,
you must become
a student of the media.
Read the newspaper. Watch television news.
Form ideas and conclusions about the stories that interest journalists.

22. #1 Strategy:
Master the art of the news release.
[Group Break-Out]

23. Elements of An Effective News Release
Include contact info.
Include engaging headline.
Include release date & city of release.
Be timely. (happening now or very recent)
Inform with 5 Ws: Who, What, When, Where & Why.
Attribute the announcement.
Include interesting quoted material.
Follow Associated Press style.

24. #2 Strategy:
Research, select, contact
and follow your reporters.
Which reporters typically cover your industry?
What topics have they written about in your industry?
What ideas can you give them to expand their readership?
Can you share any “breaking” news or tips with them?
Can you comment on stories they’re writing about?

25. #3 Strategy:
Put together a list of who gets what.
Who do you send new hires and promotions to?
What are their format requirements?
Will they accept a head shot? JPEG? PDF?
Which reporters cover the type of stories you would generate?
How do the assignments get made?

26. Understand Media Process
Wichita Eagle 1/day + online
Assignments made at 10 a.m. meeting daily
Wichita Business Journal 1/week+online
Assignments made at 10 a.m. meeting on Monday
TV News 6-8 newscasts/day+online
Assignments made at 10 a.m. meeting daily
Radio News Up to 30 newscasts/day (KNSS & KFDI only)
Assignments more spontaneous; no set meeting times.
ALSO: Assignments change and update throughout the day.

27. Get Personal: Take Names.
Wichita Eagle 1/day+online
Business Editor Julie Doll
Wichita Business Journal 1/week+online
Reporters cover beats – Select your reporter by beat.
TV News 6-8 newscasts/day+online
KSNW Rich Wood, Assignment Editor
KAKE Ashley Oliver, Assignment Editor
KWCH Kim Wilhelm, Assignment Editor
ALSO: Assignments change and update throughout the day.

28. About Radio…
Fewer actual news story opportunities today than years past.
A few public service program opportunities.
KNSS Radio – Send news to Steve McIntosh, steve@knssradio.com or
Ted Woodward, ted@knssradio.com for Morning Show. A few public service
programs: Issues 2014 , The Good Life with Guy Bower, Gene Countryman
Show. Send feature and public service ideas to Tony Duesing Program
Director or directly to show host.
KFDI Radio – Send news to George Lawson, News Director, or Penny
Kiryk, Assignment Editor. Send public service stories for At Issue program to
news@kfdi.com.
KMUW Radio – News director is Aileen LeBlanc., leblanc@kmuw.org.
Accepts public service announcements at info@kmuw.org.

29. #4 Strategy:
Understand the
goal of the journalist

30. 1. Journalism’s first obligation is to the truth.
2. Its first loyalty is to citizens.
3. Its essence is a discipline of verification.
4. Its practitioners must maintain an
independence from those they cover.
Source: www.journalism.org

31. #5 Strategy:
Take advantage of available
promotional opportunities.
Best in Business (Wichita Business Journal)
Wichita Metro Chamber EXPOsure (Wichita Eagle)
Healthiest Employers(Wichita Business Journal)
Small Business Awards (Wichita Metro Chamber/Wichita Eagle)
Social Media Madness (Wichita Business Journal)
40 Under 40 (Wichita Business Journal)
CFO Awards (Wichita Business Journal)

32. #6 Strategy:
Become a contributor to the
Wichita Eagle editorial page.
Write a reader view.
Ask to submit guest editorials.

33. #7 Strategy:
Establish yourself as a guest
columnist on timely, useful topics.
Provide commentary on current, controversial topics.
Refrain from any selling or self-promotion.
Focus on usable tips and relatable material.

34. #8 Strategy:
Take advantage of
special feature opportunities.
Wichita Eagle “Out of the Office”
Wichita Business Journal “Working The Room”
Wichita Business Journal “Top 25 Lists”
Wichita Eagle “A Conversation With…”
Wichita Business Journal “10 Minutes With”

35. #9 Strategy:
Take time to just build credibility and
relationships.
Call reporters with story ideas you think interest them…
Ideas that are NOT related to your business.

36. #10 Strategy:
Break Your Own News Through
Social Media
Journalists are always trolling for story ideas.
Twitter. Facebook. LinkedIn.
Example: Oxford Senior Living video
http://www.youtube.com/watch?v=DiLL_W-kLBw

37. When the person who signs your
paycheck insists…..
1. Talk about credibility.
2. Offer the reporter an option.
3. Take a stand.

38. Adopt Behaviors That Make You
A Good Source for Journalists
Return calls in a timely manner (not just
when you have an agenda)
Ask for deadlines and honor them
Be truthful & informative
Being responsive
Offer objective commentary (not self-
serving)

39. Take Control of Your Story
News release
Talking points
Interview guide
Sound bites

40. Public Relations is a living organism.
Follows trends
Changes constantly
Adapts to changes at the media level
Requires constant study
Is customized for each medium, each journalist and
changes on any given day

41. Support Your Earned Media (PR)
with Paid Media.
Newspaper and magazine ads
Television and radio spots
Digital outdoor billboards
Digital online ads
Paid media builds awareness, legitimizes and makes
people receptive to your message

42. Some are born great, some
achieve greatness, and some
hire public relations officers.
~Daniel J. Boorstin