Engage or Not with the News Media

by Michael B. Perini, ABC
perini & associates

No matter what sector you work in, long-standing success won’t come without the support of an informed public.

I have more than three decades of experience dealing with the media — local, regional, national and international.  I have stood with the news media at accident sites and been behind the podium “live” in countless challenging situations around the globe.   I’ve participated in the 24 hour news cycle (which we thought was very short in the 1980s),  to the instant information age of today where we often have requirements to update the media nearly every 24 seconds.

The news media may have changed in form, i.e. a movement toward a more robust internet presence via web and social media outlets (facebook, twitter, smart phones, etc.) but the function and methods for gathering and reporting news have stood the test of time.

Here are some of the lessons I learned over the years that will assist you in your engagement with the media.  And, if  you think you don’t need to worry about standing in front of a camera…just check  the news today!  See how many  CEO’s, educational leaders, government organizations, non-profits, advocacy leaders are finding themselves on the front pages.

Getting Ready: Your success in an interview is directly tied to the quality of your presentation, your ability to articulate your messages, and the level of control you exercise during the interview process.  Never think an interview is a conversation or that you can “wing it”.  View it instead as an opportunity to make a well-developed presentation reflecting research, preparation and enthusiam.

Messages: Never do an interview unless you know exactly what you want to say and  how want to say it.  Anticipate the issues and questions of an interviewer and equip yourself with short, memorable, positive and relevant messages.

Use the “inverted pyramid” to structure your interview answers.  Lead with your most important message — your headline — then cover your messages in descending order of priority.

Be aware of interview time constraints and the importance of optimizing every moment.  Some interview situations will allow you to time to talk at length; however, for most you must distill your messages down to 12- to 15-second sound bytes or one to two dozen quotable words.  Given that you have no control over what answers an interviewer will use in editing the final story, each one of your answers should be a “home run.”

Personal Credibility: Remember, you are the expert (that’s why you’re being interviewed).  Use  your personal knowledge and experience to avoid speaking about your organizaton, activity or issue in the abstract.  In other words, if you can say, “I’ve flown the plane” or “I’ve talked to the people using the technology” do it.

Repeating Your Messages: An interview has a purpose and so should  you. During an interview, repeat your messages frequently.  Repetition increases audience retention.  It helps ensure the audience and the reporter will remember your messages.

Finally, don’t ignore the media.  Frankly, you can’t.  Maybe short-term but not forever.  Yes, engage!  Do so with preparation.   You wouldn’t go into potential combat without training and a good strategy.  Do the same when there is a camera focused at  you.

Filling out a community survey

by Michael B. Perini, ABC
perini & associates

One of the best ways to find out what the public thinks,  the attitudes of employees, clients’ requirements or what association members want is to conduct a survey.

For communities needing decision-oriented information, surveys also provide an excellent way of checking the pulse of the community and getting specific information from a cross-section of residents quickly.

But here’s the rub:  how you plan to use the information once gathered should inform the decisions you make in designing, conducting, and analyzing the survey, as well as presenting its findings.

I have found that too little time is spent on this critical first step.  In other words, the remaining elements of conducting a survey build from this initial action. So, my recommendation to you is to to seriously spend time on this crucial element.

The framework for organizing a survey is varied.  Specific methods range from face-to-face, telephone, electronic (web or email) printed mail and drop-off and pick-up. All of these methods have pros and cons.  For example,  the ability to let the interviewee see, feel and/or taste a product is an advantage of the personal interview.  However, personal interviews ususally cost more per interview than other methods.

Surveying by telephone is the most popular method in the nation. Might be because 96% of us have a phone!   However, many telemarketers have given legitimate research a bad name by claiming to be doing research when they start a sales call.

Web surveys are rapidly gaining popularity.  They have major speed, cost and flexibility advantages.  However, current use of the internet is far from universal.  Internet surveys do not reflect the population as a whole.

A survey project should not be left to the weak at heart.  There needs to be a commitment to the survey process and time must be taken to ensure the quality of the process. Remember:  the goal you seek,  when findings are presented, is  a valid survey.   We are not talking about simply clicking a button, as in facebook’s “like” key, when  conducting a comprehensive survey.  In other words, you want at least a 95% or higher confidence level.

To foot stomp: persons using the survey instrument  to gather information for the first time should consult an expert to assist in developing the survey design, writing questions, and planning the most appropriate strategies.

Here is a sample of survey questions from a TV show that might surprise you (answers at end):

1. An animal you cannot fit into a Mini car.

2. A food that has one or more holes in it .

3. Something made of wool.

4. A part of the body beginning with N.

5. A bad place to fall asleep.

6. A French ferry port.

7. Something you mount.

8. Something you lose when you get older.

9. A sport which involves throwing something.

10. Something that makes you close your eyes.

Some of the TV survey answers are actually very witty and some result from slightly mis-hearing or misunderstanding the question.  Another caution to be mindful of when conducting a survey. If these questions were designed to judge how carefully the viewing public reads and interprets questions, this survey really hit the mark.  If, for example, it was a survey of general or common knowledge, it definitely missed the mark.

(1. Mouse; 2.Spaghetti; 3. Cotton wool; 4. Knee; 5.Concrete; 6.Dover; 7. A mountain; 8. Your purse; 9. Tennis; 10. Dark)

Finally, what would you like to survey and why?  Drop me a post!

Tour de France 2010

by Michael B. Perini, ABC
perini & associates

The world’s best-known bike race is in week two.  Pre-race planning, daily route monitoring and post stage activities for the Tour de France is a huge undertaking.  Need I mention the logistics and medical requirements from July 3 to July 25?

The success of this strenuous event  – with only two rest days — will be due to the integrated approach of all the hundreds of elements that intertwine this 2200+ mile race.

Managing a public relations strategy is very similar to what goes into a successful Tour de France.  Pre-planning, on-going action and post-event analysis – with very little rest during execution — are crucial elements both in public relations and in this 20-stage race.

Stage 8, Tour de France 2010

Just as stage 8 from Station Des Roussess to Morzine-Avoriaz is to the racers so too are the complex climbs and challenging downhills to a well-orchestrated public relations strategy.

Here is some more race trivia:

1903 = First Tour de France

123,900 =calories burned by a rider in the course of the Tour

324,000 at 60rpm, 486,000 at 90rpm = number of pedal strokes taken per rider over the Tour

3 = average number of chains worn out by a single rider (Armstrong goes through one chain per week)

792 = total number of tires used by the peloton

10 = fewest ever finishers (1919, out of 69 starters)

Good luck to the riders!  Follow the race here.

And, best of luck as you begin your Tour de Public Relations!

by Michael B. Perini, ABC
perini & associates

Just like the new “The A-Team” movie our A-Team of associates represents some of best talent around.

To be honest, our team isn’t as silly as leader Col. Hannibal Smith or strongman Bosco “B.A” Baracas, insane pilot Murdock or faceman Peck, but they do click as a group and they have all been pretty damn successful in solving the myriad of public relations challenges that for others might defy logic.

Let’s meet the Perini & Associates A-Team:

Ben Caperton: To be able to meet the needs of clients in fundraising, event planning, and general first responder disciplines like police departments, fire and emergency response organizations, it was critical we have Caperton on the team.

Bill Erickson: Erickson, is the newest associate and he has the product manager experience that we were looking for.  He is a accomplished leader with 20 years experience impacting organizational performance by introducing industry-leading products to market, new processes to business and managing support though the product life cycle. His portfolio also includes consensus building and reputation management.

Gail Fisher: Fisher has 15 years experience in the hospitality industry. Her professional work includes experience as an Independent Meeting and Travel Director. She was the on-site manager in district and regional pharmaceutical meetings and large sporting event coordination including the 1994 World Cup and 1996 Summer Olympics.

Ed Flanagan:  Flanagan, owner of Manitou Motion  Picture Company, has 25+ years of national and international television & film experience. His experience encompasses shooting, producing, editing and directing award-winning projects, including television specials for nationwide syndication, network news stories (ABC, NBC, and CBS), documentaries, educational videos, commercials and animated adventures.

Andrew Hershberger: Hershberger brings seventeen years of professional ‘sweet’ experience in graphic design, branding, marketing and advertising. Hershberger’s clients have been in arts and entertainment, construction, higher education, financial and legal, gaming, government and utilities, healthcare, non-profit, publishing, real estate, retail, and sports and recreation.

MNM WebWorks: Matt Upton, owner, develops internet-based programs that are transforming the way organizations communicate, exchange information and transact business. The services provided include building market-oriented web sites, database application development, web site hosting and maintenance, search engine optimization, and e-mail systems.

Red Energy Public Relations: As the business grows we believe it’s important to be able to create and maintain valuable customer connections so having another firm lead by Amy Sufak, on the team –- at the ready — to assist as needed, is key to the company’s growth.

Will Temby: Temby brings strategic planning, business development, public policy, building collaborative relationships and customer service to our team. During a 20-year career in the hotel business, he held leadership positions for the Steamboat Ski and Resort, Hyatt, Sheraton, Renaissance and Hilton corporations. He has received national recognition for financial performance and customer service delivery.

The Caperton Group: The Caperton Group will be the associate that we go to for clients who need leadership mentoring in all aspects of non-profit management, from technical  to motivational strategies.

Steve Turner: Turner brings two decades of professional experience in media relations. He has worked on dozens of campaigns on a national, regional and local basis with clients in architecture/construction, finance, healthcare, high-tech, home improvement, retail and sports marketing.

The A-Team movie reviews highlight the fun and thrills for audience goers and promises a summer blockbuster viewing that will be hard to dislike.  The reviews of our elite group of unflappable experts showcase the value added when clients hire our A-Team.

Remember, there is no plan B!

Perini & Associates Blog Posts

by Michael B. Perini, ABC
perini & associates

We have reached the 200 mark!  From individuals wanting to know more about public relations practices to business owners seeking useful tips to improve their services.  From around the world, we are beginning to develop a significant group of individuals depending on the Perini & Associates Blog and willing to send us comments.

Your inputs, in a nutshell, continue to show us the importance of providing this blog on a regular basis.

From facts to case studies. From tips to useful information to assist you in your business, event or advocacy — I thank you so, so much for your interaction.

The comments below are typical of what we have heard and you can find them all — and more — in our current and previous posts. Please let me know if there is a topic that we should post or how we might improve our blog.

“This is such a great resource that you are providing and you give it away for free. I enjoy seeing websites that understand the value of providing a prime resource for free. I truly loved reading your post. Thanks!”

“I did like the article very much. Really was helpful. You know what was great? You only elaborate to a point with short and snappy answers. I believe that this approach will help and sustains followers running around searching for any advice. Your blog doesn’t require a reread.”

“Terrific work! This is the type of information that should be shared around the web. Shame on the search engines for not positioning this post higher!”

“Great information! You write it very clean. I am very lucky to get these tips from you.”

“Fantastic Info. Tweeted about it. I’ll bookmark this post too.”

“Hey, found your blog on Google and I will definatley be recommending and coming back to the site! =)”

“Can I just say what a relief to find someone who actually knows what theyre talking about on the internet. You definitely know how to bring an issue to light and make it important. More people need to read this and understand this side of the story. I cant believe youre not more popular because you definitely have the gift.”