August 2015 #NPPRSA Twitter Chat Highlights

August 21, 2015Ashleigh Mavros Leave a comment

We’d like to thank everyone who participated in the August #NPPRSA Twitter chat, as our digital panel discussed how new professionals can successfully and efficiently take their career to the next level.

We would especially like to thank our all star panel for joining us to kick off PRSA 2015 New Professionals Week:

Gary McCormick, APR, Fellow – Director Corporate Communications at Scripps Networks Interactive
Sonja Popp-Stahly, APR, Global Employee Communications, Eli Lilly and Company; PRSA National Board of Directors
Mary Beth West, APR – CEO/Founder Mary Beth West Consulting LLC
Nick Lucido – Senior Account Supervisor, Global Fellow, Edelman Significa, PRSA New Professionals Section Chair
Danny Rubin, Vice President, Rubin Communications Group
Plank Center board members
Institute for Public Relations

Join us again in September for our next #NPPRSA chat for Ethics month and stay up-to-date with PRSA New Professionals on Facebook, Twitter, LinkedIn and Google+.

Review highlights of the chat below. What did you learn from the August chat? How can you improve your career with these tips?

Register for the #NPPRSA Week webinar on 8/25 with @britopian to learn how to activate an influencer network! http://buff.ly/1E6HIEs

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Lauren Loxterman is the PRSA New Professionals Social Media Co-Chair and freelance digital public relations specialist. You can connect with her on Google+, LinkedIn or Twitter.

Five Costly Mistakes For New Pros to Avoid

August 14, 2015Ashleigh Mavros Leave a comment

Have you ever wished that you’d done something differently? For most of us, there is at least one mistake we wish we hadn’t made. Hindsight is 20/20 and no matter how prepared you are for your career, mistakes will inevitably happen. To make your transition from student to new professional as smooth as possible, keep any eye out for these common (and potentially costly) mistakes.

Misspelling a Journalist’s Name.

When pitching, this is one of the easiest mistakes to make. While it’s not necessarily fatal – if the journalist is interested in the content, they may pick it up anyway – it’s certainly embarrassing and could devalue your credibility.

Being a new pro, you’ll always want to put your best foot forward and show that you bring professionalism and valuable skills to the team. Don’t jeopardize that by not taking 15 more seconds to double check someone’s name. While you’re at it, run spell check to make sure there aren’t any other errors that may have slipped under the radar.

Not Prioritizing Deadlines.

You may have days when you have your to-do list planned out, but another (more time sensitive) project pops up just as your day is getting started. These little projects are one thing I personally like about being a PR pro because each day truly is different, but having a dynamic schedule also presents risks.

Don’t let the small project become a huge project because you put it off for a week and it’s due tomorrow morning. It’s so easy to get caught up in the urgency of sporadic assignments, but you need to be disciplined in carving out time for larger, long-term projects. If you find that you are struggling to keep up, communicate that to your supervisor or colleagues who can help.

Referencing the Wrong Media Outlet.

Just like misspelling a journalist’s name, this is an easy one to make when pitching. If you are working for an agency, you may talk to people from numerous media outlets each day. You’ll want to avoid telling the guy from The NonProfit Times that what you have to offer would be of interest to readers of The Chronicle of Philanthropy. As much as we love to be quick and responsive, it’s worth it to slow down a little for the sake of accuracy.

Not Keeping Your Supervisor Updated.

Keeping your supervisor and team members updated with how your projects are going is so invaluable. Teamwork makes the dream work, but not without clear communication. As mentioned previously, this comes in handy if you are struggling, but it’s also critical to establishing expectations. Allowing others to draw their own conclusions about when you will have a project finished will come back to haunt you more times than not.

Sending Out the Wrong Version.

Out of all these mistakes, this one may have the potential to be the most costly. Anyone who has internally edited content before it’s made public knows that the process can be long and tedious. A minor change may not seem significant, yet the change may have been in reference to financial or other information that needs to be completely accurate. Before you send something out, always check to be sure that you have the final version.

Being a new professional is about learning, but you’ll be one step ahead of the game when avoiding these little mishaps. Attention to detail is invaluable and it’s something that gets stronger over time. The more you practice, the more effective you’ll be at predicting potential mistakes and spotting them should they arise. In time, you’ll find a style that works for you. Keep calm, stay focused and enjoy your new career as a PR pro!

Jeff Adkins is a public relations associate for Henry Ford Hospital and Health Network in Detroit, Michigan. An active member of the Detroit chapter of PRSA, Jeff enjoys connecting with fellow PR pros and seeking out new professional experiences. He’s a 2014 Wayne State University alum, where he obtained a Bachelor’s in Public Relations and was a member of the university’s PRSSA chapter. In his free time, Jeff enjoys being active outdoors and volunteers as a public relations officer with Portal Paranormal Society. Feel free to connect with him on Twitter at @jeffadkins14 and LinkedIn.

Achieving PR Goals through Media Events

August 10, 2015Ashleigh Mavros 2 Comments

As PR professionals, we wear many different hats on a day-to-day basis: some days, we feel glued to our computers; others we are racking up mileage for various client requests around town. Sometimes we schmooze for eight hours a day, and some days we’re heads-down writing content that was due to the printer yesterday. PR work is varied but variety is the spice of life, am I right? However, one of the most sought-after aspects of the #prlife is a sparkling gem that we call a media event.

I don’t think it’s an overstatement to call media events inspiring and invigorating, and I don’t think it’s a coincidence that I leave most events with a renewed sense of purpose and a head full of new, relevant story ideas. Often times, events can transcend the press releases, pitches and follow-up calls that comprise a large amount of our public relations duties. Events give the audience something tangible to see and feel, and emotionally connect them with a company or organization.

If you pay attention to the media/competitor landscape, you’ll notice that events always cluster around the same times of the year, usually before and during large cultural events (here in Miami, there’s a lot of activity surrounding Art Basel and Miami Swim Week). You can host as many media events as your client’s budget will cover and plan it impeccably, but your effort will be for naught if you do not cut through the clutter and leverage your assets in a strategic manner. You’ve been given an incredibly effective public relations tool… let’s learn how to use it!

Give the media something that is uniquely compelling.

If you’re like me, you struggle with finding a timely hook for your stories. I’ve heard “well, I can run this story any time. Why now?” more times than I would like to admit. This is something special and unique about media events – you have the freedom to blend something that might not be as “sexy” with something that is. With events, you are free to have subject matter experts, interactive components and a highly visual presentation. Not only does this make for a highly engaging and memorable experience, but makes the company compelling and at the top of the mind for relevant future stories.

Request interview questions ahead of time.

You should do this for two reasons: one, the act of formulating and communicating interview questions fosters a deeper commitment to the event and potential story. I have found that doing this great reduces the disparity between RSVPs and actual attendees. Secondly, knowing the questions beforehand helps you better prep your clients for interviews and helps you more effectively draft key messages and suggested responses.

When media isn’t your only audience, steward the situation.

Most times, your media events will be coupled with consumer events. Generally, I like to jump this hurdle by suggesting that the event be broken into two sessions: one for media and one for consumers. If your wish is granted, use this to your advantage by allowing media “exclusive access” before the event opens to the public.

If you are not able to get two different, targeted sessions/presentations, you should request for a quiet space to be reserved for media interviews. Doing so ensures that the journalists will not be interrupted or distracted by curious bystanders. You can add additional value by pre-selecting and preparing consumers for “man on the street” interviews. This way, you can easily and quickly provide the consumer testimonials that the journalists needs while respecting the consumer’s valid third-party opinion.

Be Flexible.

We recently held a client event with DJ Irie with an outdoor photo opportunity scheduled for the early afternoon. By midmorning, the sky was threatening to ruin our perfectly timed event with a rainstorm. After some one-on-one discussions with the media, we decided it would be best to switch the indoors and outdoors component so our guests could take as many photos as their hearts desired.

Flexibility is not limited to schedule, though – you need to be able to accommodate different requests and make the most of what you have. Is the member of the media seeking more information on a topic that is not the focus of the event? As long as your spokesperson is media trained and prepared with some key messages, let them chat – monitor their conversation and d follow-up with the journalist. Does a television stations need to get in and out of the event in order to make it to some breaking news on the other side of town? Be understanding and accommodate their needs with an empty, quiet room in which they can record an interview. No need to stop the whole show to accommodate one request; just ensure that you are giving them what they need to best tell your story.

Post-event follow-up.

“Media relations” is a state of mind that you never completely slip out of, even after the event has concluded and the client has gone home. After the event is over, you’re in a special window of time where you can make an impact on the media as a respectable PR professional. In addition to an event recap, press release and event photos, you should also follow up with the individual journalists on social media. From there, be sure to stay in touch by liking and commenting on their posts. By promoting their articles and retweeting links to their stories, you can show that a professional relationship with you has even more benefits. Creating this multi-dimensional relationship helps boost your credibility and will elicit respect from the journalism community.

There is a difference between merely staffing an event to fulfill your professional obligations and thriving as a PR expert in the situation, using every avenue available to you to go above and beyond the call of duty. Use media events and various face-to-face interactions as a chance to learn more about your media contacts as people who have likes, dislikes, goals and a social life. This strategy, more often than not, becomes second nature and you form a reflex for connecting people and uncovering opportunities. By doing so, you will slowly and surely build the respectable network that will make you highly valued as a PR/Media Relations professional.

Rachel is a graduate of Florida State University (Go ‘Noles!) and is currently pursuing a Master’s degree in Strategic Public Relations from George Washington University. Currently residing in South Florida, Rachel is an Account Executive at the integrated communications firm Moore Communications Group. Rachel is a talented writer, skilled in event planning and have provided valuable account support to national and local clients including Ford Motor Company. Connect with Rachel on Twitter or LinkedIn.

Long day? Time to Take 5

August 4, 2015Ashleigh Mavros Leave a comment

Photo via Glassdoor

What could be better than one hour designated solely to laughter and making other people happy?

Offices can be high-stress environments, especially in agency settings. When each 15-minute increment of the day is recorded and billable, time is money. But taking the occasional break to participate in employee engagement initiatives can be even more valuable for overall health and happiness. It’s a long-term return on investment.

According to a 2015 Deloitte study, 87 percent of organizations cite culture and engagement as one of their top challenges. An even more surprising finding from the study: More than half of today’s working population claim they wouldn’t recommend their employer to peers.

Office engagement is a challenge across the board, but it’s becoming increasingly important to Millennials and new professionals. It’s time to take your engagement into your own hands. Here are two options for diving into office involvement.

Seek out existing initiatives.

Start by taking advantage of what your office does offer. Sometimes when large companies provide engagement programs, it requires a little research to learn how to get involved. Invest the time it takes to explore the intranet, ask around or email HR. Do your research to find out if your office offers any of these programs.

At Ogilvy PR, we have a “Take 5” committee for all things social and philanthropic. We plan the summer and holiday parties as well as pop-up happy hours, philanthropic partnerships and other ways to increase the office’s opportunities for social and community involvement.

These projects not only increase the fun throughout the office, but the hour meetings each month have provided some of my favorite moments at work. The dose of energy and laughter that comes naturally with planning entertainment is refreshing. As soon as the Take 5 meeting completes, I’m re-energized to take on whatever the day may bring. When an item on the weekly to-do list reads “Research affordable ice cream sandwiches for office party,” I’d say it’s been one treat of a week.

Take 5’s landmark events include Bring Your Parents to Work Day, an annual December toy drive for the Children AIDS Society and an office decorating contest. There’s no limit to the rewards of engaging with your company’s brand through planning these projects with colleagues.

But what if the opportunities don’t already exist?

Consider creating your own.

If your office doesn’t have an established committee or other engagement programs, consider starting a new one. Each committee or initiative has to start somewhere.

Michael DiSalvo, an account supervisor in OPR’s Healthcare practice and the driving force behind Take 5, is an advocate for young professionals spearheading company culture. DiSalvo joined the committee as an intern and has been instrumental since it was revitalized in 2009. DiSalvo’s role has opened opportunities to work directly with HR on engagement initiatives and meet with executive leadership.

“Everyone is really worried about morale,” DiSalvo said. As the Deloitte study shows, it’s a common concern for corporate leadership. Through Take 5, DiSalvo has the opportunity to meet with Rob Mathias, Ogilvy PR’s CEO of North America, to discuss talent retention and engagement.

“When you’re in a client service industry like PR, it can be very difficult to remember who you work for. Contributing to your own company is just as important as contributing to your clients,” DiSalvo said.

DiSalvo also emphasized the importance of continually promoting the brand through the committee’s work. He highlighted the value of junior staff, pointing to them as the group who usually leads the success of employee engagement.

So, new professionals, here’s a call to action: Get engaged. Help solve an ongoing challenge for the majority of companies, and be instrumental in promoting your company’s brand.

If you’re interested in learning more about the current state of job engagement, culture and satisfaction in the public relations industry specifically, take a look at The Plank Center for Leadership in Public Relations’ Leadership Report Card.

How does your office encourage engagement? Share in the comments below or on Twitter using #npprsa.

Jacquie McMahon is an assistant account executive at Ogilvy Public Relations in New York City. She graduated from The University of Alabama with a bachelor’s degree in public relations and a passion for employee engagement. Connect with Jacquie on LinkedIn and Twitter (@jacqmcmahon).

Five Tips to Fine-Tune Your Media Relations in Sports PR

July 17, 2015Ashleigh Mavros Leave a comment

Good communication skills and strong media relationships are essential for any PR professional to be successful with those they work with, but with the different public relations industries becoming more and more niche these days, there are some keys things to keep in mind depending on which media outlets you are pitching and working with the most.

For those working in the action-packed and non-stop sports and entertainment industries (or looking to get into these areas), here are five tips to keep in mind to help you fine-tune your media pitches, break through with key media contacts and more to further develop your media relations:

Timeliness & Relevance

As the old saying goes, “timing is everything.” In the sports and entertainment industries, this is even more important to remember when it comes to PR and pitching specific media reporters whether they are with long or short lead outlets.

More often than not, unless something is breaking news, it is best to tie your media pitches into something timely occurring that the outlet and reporters are covering (or could cover) whether it a large sporting event (such as the Olympics, FIFA World Cup, US Open, etc.), the start of a new sporting season (like golf and tennis season swinging under way each summer or football season and college sports getting started again each Fall) or anything else that’s relevant so that there is a direct tie-in to the media reporter and their upcoming editorial calendar an outlet.

Keep the Competition in Mind

When working in the sports and entertainment industries and with the media coverage surrounding them, to say it is a highly competitive space for coverage would be an understatement. When pitching various media try to keep in mind everyone else they are being pitched by and those who work with leagues, teams, events, brands, athletes, etc. and try to determine what your best pitch angle is to make you stand out from the rest and break through to the media contact.

In addition to the timeliness and relevance of what you are pitching, think of creative ways to enhance your pitches by determining the best subject line (and one that isn’t over the top or misleading), including images with your text or bullet-pointing information so your pitch helps you get straight to the point.

Don’t Get Discouraged if You Don’t Hear Back

Sometimes I like to think that “PR” more accurately stands for “persistency = results.” Like when sending out a press release announcement to a large database of media contacts (or on a newswire), you don’t always receive a lot of immediate feedback from those you sent it to.

If you don’t hear back on your pitch within an appropriate amount of time (of which there is no magic rule of thumb for), make sure and send a follow-up email or give them a call to see if they received your information. As for cold call media pitching, it seems more media prefer to receive email pitches first before being cold-called with pitches but that once you have established communication or a relationship with them that they are more willing and likely to talk on the phone with you.

Making Sure You Manage Expectations

For those of us who work in sports along with a lot of us who work in public relations, the phrase “under promising and over delivering” is very important to remember. This applies not only to those you work with/for, but also the media you’re building relationships with and collaborating on coverage opportunities.

When it comes down to things like determining how much time a media reporter can have in an interview or how much time they need to schedule photo shoots, it’s important to be aware of tight timelines and deadlines. It is in everyone’s best interest to be honest and forthcoming about what you (and who you work with/for) can and cannot do so that you are appropriately managing the media’s expectations. By doing so, this will help you with building lasting media relationships for both the short term and long term.

Keep up with What the Media are Covering

With the integration of social media into our daily lives and almost every move we’ve made in the past five or six years, this has become both a blessing and a curse at times for those of us who work in PR. Social media demands our constant attention (not to mention that sports related coverage consumes about 90% of twitter and all tweets produced daily).

However, social media also provides us an opportunity to follow key media reporters, see what they are covering and determine better pitches to add a more personable touch to connect with them and develop our relationships. While it is impossible to follow every media contact you want to get through to and see what they are covering, for the ones you do follow it allows some extra insight on events they are planning to attend, products they like, things they are passionate about and any other tidbits of information you might not have known otherwise that can help you determine a good tie-in when getting in touch with them.

I would also keep in mind that social media channels are NOT the best or recommended way to pitch key media contacts, but that it can’t hurt to respond to their posts and engage in conversations that potentially could help make you stand out to them when they do receive pitches and emails from you at another time.

About the PRSA Entertainment & Sports Section

Practitioners working in the high-profile worlds of sports and entertainment face unique challenges. PRSA’s Entertainment and Sports Section offers great opportunities to connect with peers who understand your issues and are willing to share solutions. Through in-person and virtual networking events, newsletters and other resources, the Section helps practitioners develop public relations and management skills directly relevant to their entertainment and sports environments.

Natalie P. Mikolich, is the 2016 Chair-Elect of the PRSA Entertainment and Sports Section and the Founder of npm|pr (www.npmpr.com). Natalie has worked with a variety of national businesses in different industries ranging from sports, fitness, health, beauty and luxury lifestyle to non-profit organizations and special events in addition to world class professional and Olympic athletes. Along with this, Natalie has provided public relations services for some of the leading global sports and entertainment agencies. Follow her on Twitter @npmikolich.

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