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Story Placement Services

by Michael B. Perini, ABC
perini & Associates

Have some news to tell?  Don’t know how?  The best advice is to use the story placement service provided by our company as well as other consultants.

It makes sense to have someone who knows the process to complete this work for you.  It can be time consuming and there is very much a skill to being successful.  Not unlike going to the dentist or auto mechanic when you have something that needs to be done but do not have the training, skills or credentials to accomplish the work successfully.

So, what is story placement services?  Basically, it the process of preparing, researching, distributing and tracking the news item.  Matters not if you are a business, non-profit, event planner or government agency.  You believe that you have “news” to share.  The process is the same.

The first step — and it’s critical — determining if what you want to communicate is newsworthy. News, to be clear, is the communication of information on current events.  The “news” is presented by print, broadcast, Internet, mobile device or word of mouth to a third party or mass audience.

Here’s the remaining steps to complete the process:

Determine Objectives: Examples would be, “Create awareness and branding for company (fill in the blank) in appropriate local, regional and national story placement.” “Educate (pick industry) executives and decision makers about (fill in the blank) services for future business development.”

Develop Strategy: Use the news item as a starting point to generate articles and news coverage. For example, is the story about a contract award?  New hire?  Special Event?

Target Audiences: Research the audiences that you want to reach; those to read, view or hear your news.

Tactics: Write a professional news release and depending on the client’s requirements disseminate to local, statewide, national and international news outlets.  Target related magazines, social media and other outlets based on the objectives, strategies and audiences.

In addition:

• Work with the client to gather facts and conduct interviews.
• Ensure that the news release is in formats for print, broadcast and electronic distribution and meets journalistic style and national standards.
• Send to targeted media list.
• Use PR Web or one of several available distribution services for electronic dissemination.
• Contact editors and reporters for status and publication/air date.
• Clip and send articles/videos to the client.

In our experience, all phases of the communication effort need to be addressed to obtain results. The only sure guarantee of your item being published is if you purchase an ad which is often more expensive and doesn’t have the same credibility as a news story.

As always, something more newsworthy, in the judgement of the editor, could conflict from your story being told.  But yes, good news stories are being disseminated!  It isn’t always bad news.

Finally, this is also a long-term process due to deadlines and other newsworthy events already in the pipeline.  The story might not show up right away.  Some stores have a “shelf-life” thus the follow-up work required to check status.  Again, all good reasons why you should hire a public relations consultant for this exciting service.

So, do you have a story to tell?

Michael B. Perini, ABC
perini & associates

I oftened am asked, “How do I provide information to the press?”  One of the most used methods in public relations communications is to send out a media (press) release.  The objective is for the information to be published; to increase visibility for the organization, event or issue. Press releases can be mailed, faxed or called in.  The most prefered method by editors today to receive releases is the electronic press release, i.e. email, web, text messaging, etc.

Here are 10 reasons to send out a press release.

1. Accomplishments (company, event, individual or group)
2. Anniversary (company or event)
3. Employee achievements (awards, or other recognition)
4. Contributions to charities
5. Expanded hours, services, products, features
6. Free classes being offered
7. Fund-raising event
8. Open house
9. Special events
10. Annual Report

I would like for you to share with me other reasons to tell your story.  There are countless reasons. So, let’s hear from you.

Engage or Not with the News Media

by Michael B. Perini, ABC
perini & associates

President Abraham Lincoln once said, “With public sentiment, nothing can fail. Without it, nothing can succeed”.

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

In Part I of this series on media relations,  I discussed several key factors, that if applied appropriately, will make for a successful media engagement.

My experience working with the media has produced some important lessons learned.   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.

Consult a public relations consultant. These professionals have the education and experience to provide informed counsel with respect to audience identification, message formulation, public opinion, etc.  Contact that public relations expert early to help prepare and communicate your message.

Never pass up an opportunity! To tell your story to your own employees, the public and to potential supporters or fans. If you don’t, others will, and you might not like what they have to say.  This means that you must always be prepared.  Know your messages.

Honesty is the best — and only — policy. Our credibility with public and internal audiences depends on openness and honesty.  Absolute integrity and truth need to be the watchwords — always.

Always deal with bad news immediately, openly and honestly.  An organization’s reputation is defined by how it responds to adversity or crisis.  Dare I mention BP, for example?  Today, they have made great strides in public communication.  Again, the situation doesn’t get better with time — honest!  Remember, the basic principles of risk communication: admit you did it, say you are sorry and explain what you are doing to make sure it doesn’t happen again.

Always think! Ask yourself, “who needs to know, who should I coordinate with and who else might be working on this project, issue or crisis that I should collaborate with?”

Finally, use common sense. Yes, engage!  Do so with preparation.   As I posted in Part 1 and it is worth repeating: You wouldn’t go into potential combat without training and a good strategy. Do the same when there is a camera  focused at  you.  Please share your tips on media engagement.

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.