Mike’s Points

(With my apologies to George Thorogood.)

No matter what we do — marketing, advertising, media relations, fixing cars, molding parts, healing the sick — we rely on our credibility and honesty to be effective, and to succeed.

In public relations and other forms of marketing and communications, we are only as good as our word.

We don’t make widgets. Rather, we communicate — via type, voice, images and graphics, video and even experiences.

We try to:
Sell messages.
Evoke feelings or perceptions.
Convince you take action.
Inform about companies, products and people.

It seems that more than a couple industries and people have taken a hit when it comes to their credibility of late, and in recent years.

I won’t go into the Jayson Blair and Jack Kelley incidents — among many others.

Nor will I delve into Armstrong Williams nor about ghost writing for docs about drugs — or any of the others.

We have also heard about James Frey and Oprah Winfrey.

Then, there’s the brief playing around with credibilty by Bluepulse at Mobhappy.

One of the latest issues of credibility involve blogger junkets. Micro Persuasion’s Steve Rubel doesn’t seem to have any concerns with them. However, POP! PR’s Jeremy Pepper and Canuck Flack’s Colin McKay do.

As I noted at Canuck Flack:

Blogging — because it is so grass-roots, so mom-and-pop and so individualistic — requires even more integrity and credibility (than professional journalism).

Bloggers have almost nothing but their perceived credibility to go on, until some type of legit following (i.e., “circulation”) is obtained. Since blog traffic can be fleeting, it is much more important for bloggers to maintain their perceived air of independence.

Because anyone can blog, I think it is perceived as being more genuine. More believeable. After all, isn’t blogging nothing more than the Internet version of getting together with your friends over a beer or coffee? Just talking, debating, telling what’s new, etc. Word-of-mouth.

And, there is nothing more trusted than word-of-mouth communication.

That’s where bloggers can run into much more difficulty with their credibility if they participate in “junkets” or are involved in other instances where their posts are not sincere, honest, genuine — credible.

Sure, people may move from one company to the next, or blogs may dry up and fade away. But, ultimately, we are judged on our own merits. You are only as good as your word.

– Mike

Technorati tags: Credibility

I’m sure you’ve heard of citizen journalism.

If so, then you’ve probably have heard of www.pajamasmedia.com, a/k/a Open Source Media, or just www.osm.org.

Well, now, I am a proud member of www.pyjamasmedia.com.

Okay, so maybe it’s not new. But, it’s a neat site. From my few visits there, it looks like its CJ with a very good sense of humor. Can’t wait ’til my first post.

That’s it for now. Short and sweet.
Take care,
Mike

Technorati tags: Pyjamas Media, Pajamas Media

Today, I’m going to stray away from the usual PR, journalism, marketing, etc., topics I’m interested in, and go OT (off-topic).

To clean up the city of Detroit for the flock of football fans and VIPs going to the city for the Super Bowl, the city plans to sweep up the homeless for a few days. They will be rounded up, and placed in a shelter, given food, a place to sleep and be able to watch TV and the Super Bowl.

Then, after Super Bowl weekend, they will be put back on the streets. In early February. Still very much in the dead of winter.

I heard about it on WJR’s Mitch Albom’s 5-7 p.m. program on Thursday. For the most part, I like Mitch Albom. He’s a very talented writer on a lot of levels, and can make a huge impact when he is involved in a project.

His current project is the “Super All Year” Detroit project (SAY Detroit).

Well, on Thursday’s program, Albom announced an effort to try to raise $60,000 so that Detroit’s homeless won’t be put back onto the streets by the city in cold of winter. That $60,000 will enable the Detroit Rescue Mission Ministries shelter to stay open 24 hours a day, seven days a week and provide much-needed services and help for the homeless. From Albom’s column in Friday’s Detroit Free Press, here’s what that $60,000 will do:
> Keep the shelter open 24 hours.
> Add 30 new beds.
> Get a 24-hour-a-day van with a trained staff member to respond to any phone call and pick up a needy individual.
> Add a mental health worker to the staff — and mean the mission would be the first homeless shelter in Detroit with a full-time MH worker on staff.

According to Albom:

I know we can do this. With all the money floating around this city next week, it seems a sin if we don’t. People will spend $60,000 in one night on shrimp and booze. How can we not keep the least of us warm until spring?

As of 5 p.m. Friday, more than $18,000 had been raised (including Albom’s $6000 contribution). That amount was raised in less than 24 hours.

My wife and I will also donate.

And, I’m asking you to help. If you do want to help, that’s great. If you don’t, that’s fine. I cannot pass judgment on others in instances like this.

If you want to help, here are the details:
> Detroit Rescue Mission telephone number: 313-993-4700. They take credit cards. Yes, it is tax deductible.
> Address (if you want to send checks; include SAY Detroit on the check): Detroit Rescue Mission, 150 Stimson, Detroit, MI 48201
> Mitch Albom’s home page, with the above noted address and telephone number of the mission.
> Detroit Rescue Mission Ministries Web site. Click on the Mitch’s “S.A.Y. Detroit” Project! link for the secure donation form.

Thank you.
Mike

It continues to amaze me how often people want to declare the “news release” (or some call it a press release) dead. Some even categorize their bold statement as saying traditional press releases.

Looking at it one way, I understand the rush to sound the death knell of news releases. We’re in a competitive business environment. One way to make your business stand out, especially if you are a solo practitioner, is to take a point and run with it. Even go so far as trying to say more traditional means of a business are dying, and you have the new wave.

One of the latest bloggers to call the demise of the news release is Amy Gahran. (Thanks again to Kami Huyse for the pointer to her post.) In her post, Gahran looks into the public disclosure requirements for publically-traded companies as one possible reason to still keep news releases.

But, in her early paragraphs, she states: “I think the press release as it’s evolved over previous decades has outlived its limited usefulness and now usually represents more of a hindrance than a help to communication.”

But, she gives no hard core and not even good ancedotal evidence to back up her opinions.

Gahran, is similar to B.L. Ochman in that she calls herself a “conversational media consultant.” Both are fine people, I’m sure. I don’t know Grahan and only know Ochman through reading her blog during the past few months. (Ochman is a dog lover, so she’s definitely okay.)

They seem to be leading the charge to get rid of news releases. But, hey, why not? It’s in their best business interest. And, they do have valid points.

But, for the most part, they are off base. Too extreme.

My main point in all this is:

Any worthwhile public relations professional should never totally abandon any communications vehicle for the company or clients he/she represents. You definitely should keep abreast of emerging communication technologies, but not forget about the benefits of previous technolgies and tools. Every project and campaign is different. To best serve your employer or client, you need to know what is available, and incorporate into your recommendation those available communications tools that will best reach the targeted audience(s) and accomplish the goals set forth.

I’m sorry that that is such a long summary. If you’re busy, you can stop here. Otherwise, continue to read some of my justifications for using news releases.

First of all, evolving and growing communications vehicles and technolologies like blogging, podcasts, RSS, SEO, etc., are good. They are definitely valid for reaching some national and mainstream media, as well as some consumers. But, for those and other vehicles, they are not appropriate for all companies. (POP! PR’s Jeremy Pepper makes that point about blogging as he rightfully states that “not every company needs to blog, but needs to be aware of blogs” (fourth paragraph). I don’t agree that every company need to monitor the blogosphere, most should as appropriate to their markets.)

B2B/Trade media: Most trade journalists likely haven’t heard of blogs, RSS, etc., in regards to the industries and companies they cover. Most — like the majority of the U.S. public — aren’t even familiar with blogs, I bet. If you want to reach architects, plastics molders, automotive suppliers, utility companies, glaziers, etc., you can do so effectively by writing news releases targeted to the media that cover those and other industries.

One aspect of my work is helping clients promote new products. Often, the products are not new — just new models, colors, etc. — or just not that exciting. But, I know that most trade media outlets publish briefs about new products. So, I get the features/benefits of the new product, type a release from a news-angle, and distribute it (either via e-mail or U.S. Mail. Yes, a lot of reporters still prefer to receive releases via mail, if they are not urgent.).

Editorial coverge from these news releases help generate sales leads, and help educate clients’ markets about the new products. This helps to lay the ground work for the sales field and reps. It also helps to maintain client awareness and familiarity in the industry, among other benefits.

New personnel announcements are also frequently used by trade media, and help maintain company awareness.

Local dailies, business journals and weeklies: Newsroom technology and adaptability varies greatly across the country. Many times — more so for biz journals and weeklies — they’ll publish a news release verbatim. This is especially true if it’s well-written, and written as a reporter would. Depending on the client — say a local business — these can be very important outlets to reach customers and prospects.

Corporate news rooms: News releases in companies’ Web news rooms are a great resource for reporters to investigate and research companies. This is especially true for reporters new to a beat, or when companies move into new markets. Without news releases about people, products, services, by-lined columns, etc., an easily accessible history of a company would not be available. And, yes, blogs are good for that, too.

News releases can serve as story pitches: News releases should be written to serve various purposes. One new purpose is to assist in search engine rankings and exposure. This is true if stories are distributed via PRWeb, for example, posted to the online news room, etc. As noted a couple paragraphs above, they should be written so they can be published as is. They should also be written to entice the media to want to develop their own stories. Thus, they also serve as background information.

A manufacturing client recently named a new company president. The announcement was longer than usual, as it included comments about his vision for the company, and forecasts for some of the industries it serves. My pitches (sent via e-mail) to our targeted media were nothing special. I just simply stated the news, and said more details were in the attached release. While I’m still waiting to see how or if one business pub. used the story, the beat reporter from a major industry outlet met personnally with the new president, and did use a quote or two from the release in his story.

Now, like any honest PR pro, I know that we can’t be successful without at least some kernal of news or an of interest item to pitch. You can’t get blood from a turnip, and you can’t — very rarely — get editorial coverage from fluff.

So, do you believe me now? News releases have a legitimate role in public relations. And, for the foreseeable future, they will continue to do so.

If you disagree — or agree — please comment. Like the rest of us, I’m open to expanding my professional horizons and being enlightened.
Take care,
Mike

Technorati tags: news releases are not dead, news releases are dead, news releases, public relations

While I’ll have my own $0.02 later, Kami Huyse has the official announcement of the death of the news release. (Thanks to Idea Grove’s Scott Baradell for the pointer.)

(San Antonio, TX) January 24, 2006 - Let’s face it, journalists hate press releases but see them as a necessary evil. In that spirit, we would like to announce the widely speculated demise (almost) of the press release.

Instead, companies will speak directly to the customer and bypass the “traditional” media. No matter that research shows that consumers find the message more credible when received through a third-party . . . .

It’s definitely a “must-read” for all PR pros.
– Mike

Technorati tags: news releases are dead, news releases, public relations

Kevin Dugan and Richard Laermer started The Bad Pitch Blog late last week. (Thanks to John Wagner/On Message for the pointer.)

From the first few posts — which included one good pitch, BTW — I like the approach Laermer and Dugan are taking. They are publishing the bad part, but then telling us what’s wrong and how/what we can learn from it. Criticism by itself doesn’t do any one any good.

For now, The Bad Pitch blog is not “outing” any agency or PR practitioner. That’s good. They said you have to make their blog three times before being named. While the threat of public humiliation may be good and keep us on our toes, I’m not sure it’s a good call. What happens if one or two of the early bad pitches from an agency are from junior staffers? Is that fair to label an entire agency that way? I don’t think so, but will reserve final judgment to see how they handle their outings.

The Bad Pitch Blog is something I’ll visit regularly, and add to my links list for the next update.

But, what about The Good Pitch Blog? Is there one out there?

I’m not volunteering because I don’t have the day-to-day time to keep up. But, here is an open invitation to all those in public relations (media relations) and even journalism. Do you have a good pitch? Have you received a good pitch? If so, let me know. I’ll publish it and give all the glory to you.

If you are in PR: Tell me what your pitch was? What was the result? What are some of the whys behind what you did?

If you are a journalist and want to “out” a PR practitioner who’s done a good job, tell me what you like about it. Would you have considered that topic or person for a story otherwise? Plus, give us any other insight.

Now, for my $0.02, here’s what makes a good pitch. Yes, some of the below is elementary. Some may not be. (NOTE: For the below, the definition of a pitch does not include story distribution. A pitch is sending a story idea to a or more than one media outlet. If you are mass-distributing an important story, then use these guideslines for the greetings portion to the media contacts.)

Put yourself in your targeted reporter’s shoes. If you were him/her, what would make you open your e-mail or respond to your voice message. Whatever or whoever your story is, it needs to have value for the media outlet’s audience. If also needs to help your media outlet be of value to its audience.

Be brief. Don’t send your full story. (As stated two paragraphs above, if you do, use these guidelines for your intro to the media.) Consumer and trade media receive a lot — many, many! — e-mails a day. A lot of them are pitches. So, tell your story idea with the right combination of brevity and information.

Be creative. Do something — usually in the subject line if you are e-mailing a pitch — that will catch the reporter’s eyes. Use humor. Tie your story into a current trend or news event. Make it relevant. Consider sending a sample of your pitch topic to select media outlets. Then, follow up with a call or e-mail.

Be targeted. Yes, you can send the same pitch to more than one media outlet. However, you have to know each outlet. Make sure the personalized pitch you send is pertinent to each media outlet’s audience. Also, make sure you send your pitch to the right person at each media outlet. Nothing can kill a good pitch faster than the wrong person receiving it. Delete is an easy button to hit. Voice message are easy to delete. Letters are easy to toss into the garbage.

Be honest. In public and media relations — all forms of marketing communications — there are enough unscrupulous and even deceitful people. Keep your integrity. Doing so will build trust and valuable relationships with your media contacts.

Those are a few points of what makes a good pitch. Anyone else want to offer their own insight? Comment away!
– Mike

Technorati tags: public relations, media relations, The Bad Pitch Blog, PR

Well, I guess Jim Sinkinson’s edit piece on the deceitful reputation PR can have was very timely.

Call it PR, advertising, or whatever. But, what McKinney-Silver has done with its supposed viral marketing campaign is embarassing. Idea Grove’s Scott Baradell has a good post about a Pherotones campaign — and some interesting comments on the topic (including the very own Dr. Myra Vanderhood!)

For more reading, see Adrants.

That campaign is simply wrong, and does everyone in communications — yes PR and advertising — a grave disservice.
– Mike

Technorati tags: ethics

Jim Sinkinson has an interesting PR ethics column today, courtesy of Bulldog Reporter’s new Daily Dog.

Titled “Have Lying and Deception Become Job Requirements for PR Professionals?,” Sinkinson points to some recent and familar scandals in the public relations profession. (If the link to the story doesn’t work, try here.)

While he points to Jack O’Dwyer and Howard Rubenstein as strong proponents of ethical PR practices, he rightfully states:

“But ultimately, it’s practitioners like you who have to stand up in protest…. it’s you who has to refuse to resort to bad practice when it’s ‘demanded’ by management—instead showing them the wisdom and power of the truth.”

I applaud Sinkinson for his strong stance.

However, hasn’t PR always had a bad rap? The unethical examples given — ghost writing for physicians and pharmaceutical companies and U.S. Ed Dpt. paying Armstrong Williams — are not new. In the pursuit of money and job security, some companies and individuals will resort to deceitful media relations practices. They always have, and always will.

As we’ve learned with Jayson Blair, Enron and several other deceptions, unethical business practices are not new.

Being a journalist by education and early in my career, I still sometimes cringe that, “I’m in PR?” But, I know that, with the high standards previously set at my employer, my own high standards, and previous life as a journalist, I do good, honest work.

I don’t send fluff to the media. And, I doubt if most PR practitioners do. Yes, some fluffy releases about nothing get out here and there. However, for the vast majority of those who practice public relations — specifically media relations — there is integrity in their work.

Despite that PR will likely always have a bad rap, those in public relations and all forms of marketing communications must still be vigilant to set and uphold high ethical standards. That’s the only we’ll be able to get our messages across — credibily.
– Mike

Technorati tags: ethics, public relations, PR

This morning I’ve read a number of very interesting posts — you could say points — on public relations and the use of modern communications tools. All offer interesting insight and commentary.

Do the media read news releases? (PRBlog/Kevin Dugan; courtesty of MuchAdoAboutMarketing/Mike Bawden)

The News Release (The Flack/Peter Himler)

Blogging Isn’t Just Writing, It’s Dialogue (Micro Persuasion/Steve Rubel)

Take care, and thanks for visiting.
Mike

BusinessWeek’s Stephen Baker has some excellent recent posts that let us into the inner workings of how professional media work, and even a preview of the mergence of journalism and blogging.

For the Jan. 23, 2006, issue he authored the cover story, “Math Will Rock Your World.”

His first post talked about how his blogging style crept into his journalism style.

I think blogging strongly influenced the development of the story. When it came time to write, I wanted to write it in a looser more conversational style, like the blog. What’s more, I wanted to be clear with readers from the very start that I knew very little about math, that I was an outsider visiting this world. That sort of disclosure is much more common in blogs. In traditional journalism, by contrast, we usually write as though we know what’s going from the start.

Somewhere I read recently a predication that blogging would be dominated by journalists. I think that’s correct. Like journalism and other products and services, if a blog is lacking in quality and value — however readers define it — no one will read it. The quality and value of blogs will increase as more and more journalists blog — and adopt the tone and even individualistic spirit of blogging.

At the same time, the conversational tone and openness you see in blogs will move into professional, or main stream journalist writing. This is true even for broadcast journalism as podcasts grow in popularity.

Baker also had a couple posts — here and here — in answer to questions and comments about why he didn’t blog about the story while he was researching and writing it. (Baker’s were the result of a post and some comments at BuzzMachine.)

If you want to know about the planning and process behind story development in professional journalism, Baker gives some excellent insight. The jist: It’s about competition. While opening up the story to others for collaboration, it also would’ve opened it up to BW’s competitors.

You wouldn’t ask an engineer to blog about an important new product he or she is developing, would you? (Hopefully not.) So, don’t ask a journalist to tell his or her competitors what’s in the next issue.
– Mike

Technorati tags: journalism, BusinessWeek