PRSA New Pros

Nine factors that determine news value by Brian Camen

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Since this blog is dedicated to new PR professionals, it’s always important to be reminded of the basics. The following are nine factors that determine news value (originally posted on my blog, The PR Practitioner).

As PR practitioners, we need to craft our pitches with the following factors in mind:

  1. Timeliness – Don’t pitch or send a news release about an event that happened two weeks ago. New news is always better than old news (unless it’s a source pitch about an anniversary of a major event)
  2. Proximity – Don’t pitch your news to the locals in Detroit if your company is located in Arizona and has no Detroit ties.
  3. Usefulness – People love practical tips and lists.
  4. Prominence – Even though cable news shows are always looking for sources, they would still rather have the leading expert (or someone famous) on to comment as opposed to someone with an uneducated opinion on the subject.
  5. Impact – The more people your story affects, the better.
  6. Novelty – The weird and odd stories are always an easy sell.
  7. Conflict – We love to hear about turmoil, fighting and the little guy defeating the big guy.
  8. Human Interest – People are interesting.
  9. Sex Appeal – Things that are trendy sell easier.

In your opinion, which of the above are the more important factors that determine news value?

The Diary of a New Professional in the Corporate World by Brandi Boatner

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You think you know, but you have no idea. This is the diary of a new PR professional working in the corporate world.

Working at the world’s largest technology company (Fortune #14) in New York is a dream come true. I’ve always been interested in pursing a career in corporate public relations and am so blessed to work in an industry I am very passionate about.

Currently, I am an external relations professional in Global Business Services at IBM recently hired in January 2010. IBM is the world’s largest technology company with more than 400,000 employees in over 170 countries that deliver the IBM brand experience daily to audiences both internal and external. My role and responsibilities includes working with IBM’s external audiences such as journalists, influencers, stakeholders, brand advocates and analysts. The IBM work environment is truly inspiring as I am surrounded by the best and most brilliant people in technology and communications.

My duties involve executing social media strategies for our C-suite study programs, promoting and supporting the IBM Institute for Business Value and thought leadership and generating awareness of the field of analytics. Although media relations is a part of my job duties, as a new hire (only 4 months on the job) I have not had the opportunity to pitch mainstream media but am confident I will within the next month.

Media relations is simply one portion of activities that is highly significant to PR especially within a corporation the size of IBM but there is also reputation management, employee communications, market and social insights as well as community and change management.

Practicing corporate public relations at such a large organization like IBM can be challenging because of the sheer size of the company. However, much to my surprise, no day is the same. As IBM celebrates its 100 year anniversary next year, our company and our brand constantly deals with external audiences. Moreover, it is also nice that IBM fully understands the importance and value of public relations to the organization and utilizes PR in all business functions.

Additionally, I feel my education and advance degree have prepared me well for a career in corporate PR because it gave me the skills to be a critical thinker and a real global view on the industry. Understanding communication theory has given me a wonderful roadmap as to why people behave the way they do. Additionally, marketing classes offered me great insights in to overall communication strategic planning.

I would encourage anyone who wishes to pursue a career in corporate PR with a mid-large size global firm to take some business classes in economics, general business and international marketing. In my graduate studies most of my electives were in international marketing. It also helps to learn a language.

In order to succeed in this particular field you must have great writing skills, language skills, editing skills, business acumen, the ability to think critically, and understand how a global integrated enterprise works.

My advice to PR graduates looking for jobs this year and next year is look into trendy up and coming practice areas like corporate social responsibility and social media jobs that focus on strategy. Also, use social media for your job search but have an integrated approach- not just use only one social media channel or tool. Remember, finding the job is not all about you (although we often think it is), it’s really about timing. When budgets, planning and the company has a dedicated space for the valuable assets you possess, they will let you know. In the meantime, do your homework and know timing is everything.

Brandi Boatner is an External Relations Professional at IBM and have 8+ years of experience in the PR industry.

FREE Event! Going Pro: Taking Your Social Media Skills to the Business Setting

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As new PR pros we are familiar and comfortable with using social media tools. But we also understand that it’s not all about knowing how to post a Facebook or Twitter update. How can we reach audiences in a way that delivers results, and proves the business value of social media? What’s the best way to authentically engage with customers, clients and key influencers?

During our free brown bag teleseminar next Friday, Sept. 10 at noon EST, we will explore how to effectively leverage our fluency in social media into online business communications.

Scott StrattenOur presenter Scott Stratten, or @unmarketing as his more than 60,000 Twitter followers know him, is a leading expert in viral, social, and authentic marketing which he calls “un-marketing.” His recent Tweet-a-thon raised more than $16,000 for child hunger, in less than 12 hours. One of his viral marketing movies was chosen by the Chicago Bears as their biggest motivator toward their Super Bowl run a few years ago, while another made their client more than $5 million in seven days. Scott has recently appeared in The Wall Street Journal, Mashable.com, USA Today, CNN.com and Fast Company.

In true social media fashion, Scott and I did a 140-character interview on Twitter to preview his upcoming presentation.

@ssiewert: How do you define “un-marketing” and how is it different from marketing in the traditional sense?

@unmarketing: UnMarketing is building relationships with your marketplace so when they have a need to buy, they choose you without hesitation

@ssiewert: What is social currency?

@unmarketing: It’s what you invest into a social media platform. Your time, knowledge, emotion. The more you give, the more you get

@ssiewert: How can young pros/Gen Y apply their years of personal experience online to achieve business objectives?

@unmarketing: You have the advantage, since you’re already online. Be yourself, have an opinion but also be humble. You don’t know everything yet 🙂

@ssiewert: What’s your #1 piece of advice for successfully engaging with audiences online?

@unmarketing: Consistent conversation presence. Meaning, it needs to be habitual and engaging. Not just speaking sporadically.

@ssiewert: What new SM trend or tool are you most excited about?

@unmarketing: To be honest, we need to look at how to do “now” better, instead of what’s next. Stop looking at bright shiny objects (I do this too much)

@ssiewert: Your new book, UnMarketing, releases soon. What inspired you to write it and what can we expect to learn?

@unmarketing: Years of frustration with hypocritical marketers, marketing the way they hate to be marketed to. This is the opposite 🙂

Next Friday grab your lunch, invite some peers to share your phone line and join us for an engaging open discussion. This session is free for New Professionals Section members and PRSSA members. Register now.