PR and marketing

So you’ve sent out a pitch or a media release to journalists and have received no reply. What now? What should you do to find out if the journalist received your email or if they are interested? An essential skill for all PR professionals is to learn how to follow up with the media over the phone.

The best way to follow up with a journalist is by calling them. An appropriate time to follow-up is usually two to three days after the email pitch or release has been sent.

Never wait more than a week to follow up as waiting too long may result in the journalist deleting your email, the story being covered by another person or the story becoming (quite literally) yesterday’s news.

When it comes to following-up journalists the best advice would be to go with your gut instinct – listen to their tone of voice and the way they phrase their answers and make decisions based on that.

However, sometimes that can be a bit hard to do, so here are a few tips you should always take into account when following-up with a journalist.

Be very specific about the media pitch or release you sent them. Don’t just say “I sent you a release and wanted to know if you were interested”.

• Be polite and speak clearly
  When calling a journalist speak clearly and be very direct and to the point. Try to sound interested and enthusiastic to make the call interesting for the journalist.
• Don’t be afraid of journalists
  Don’t be intimidated by journalists, they are people too. If you contact them at a bad time apologise once and move on, apologising more than that can become annoying.
• Choose your questions wisely
  When calling a journalist don’t ask them if they are going to publish the media release. Instead, tell them the date you sent the media release on and what it was regarding. Simply ask if they received the release and if they would like further information or high resolution images.
• Be ready to respond to their requests
  You should be ready to supply the journalist with relevant images, additional information, event details or the contact details of your spokesperson. You can also line up interviews for the journalist to make it easier for them to cover your story/client.

Now that you have the journalist on the phone, how do you react to their responses? One way to calm your nerves and sound more confident on the phone would be to plan out what you want to get across – your pitch or key points.

However, any phone conversation can be unpredictable especially when dealing with a journalist. The best way to tackle any response from a journalist is to be flexible and prepared for anything. You may need to resend the release or answer detailed questions on the spot. More than likely you will need to leave a voice message, so be prepared for that.

Remember after every follow-up to make a note of the outcome to ensure you remember who you have called and who was interested.

The most important thing to remember when conducting a media follow-up is to remain confident and try to provide the most appropriate and interesting information for the journalist. With a little bit of preparation beforehand, you can then hang up the phone feeling like you’ve achieved your goal and maintained a good relationship with the journalist.

Radio can be a tricky medium when you are preparing for a media interview. Unlike print or television, radio does not have visuals you can use to further emphasise a point or use as support for what you are saying.

However, radio is an extremely useful and powerful medium and a great way to target key audiences. Here are a few tips on how to prepare and get the most out of a radio interview.

Make the message clear
When taking part in a live or pre-recorded radio interview it is vital that, before the interview deadline, you make sure you understand what you are talking about and how you are going to get your message across in short, simple sentences.

Whatever you do, try not to waffle. Many people when they get nervous or feel as though there is too much silence will begin to waffle on about things that have no importance or bring no value to the interview.

Always remember that radio journalists will never create silence or ‘dead air’ on radio, so don’t be afraid to use short and to the point sentences – the journalist will more often than not have another question ready as soon as you finish speaking.

Talk to your audience - not at them
Radio creates the illusion of a one on one private conversation with the audience. It is much more intimate than television or print and therefore you must be careful about how you converse with your audience.

When you speak, pretend you are speaking to a friend rather than a group of people. Tailor your language so you are including the audience in the conversation rather than just blurting out what you have to say.

This not only shows that you care about your audience, but it also shows you are open to and welcome feedback and others’ opinions. You will also come across much friendlier and more genuine if you treat your audience as individuals rather than a mass of target audiences that you want to get your message out to.

Research the station and the journalist
It is great idea to research information about the radio station and journalist who will be interviewing you. Find out who the radio station targets – what are the demographics? Are they an AM station or FM? Talk back or commercial? Does the station have an area of interest e.g. education or lifestyle? Find out everything you can about the station or program before the interview.

Similarly, research the journalist who will be interviewing you. If you can find out what their opinions are on the topics they will be interviewing you on. How do they normally interview their guests? Do they ask controversial questions? What type of interviews have they done in the past?

All of this information will help you prepare for your interview and will help in how you deliver your answers and decide what key messages will be most effective.

Recently I went off the grid. While I do have hippy tendencies, I don’t mean going solar! I went off the social media grid for a week.

For anyone who knows me, I’m pretty addicted to social media. It’s a part of my everyday life, both professionally and personally. For the week I didn’t tweet, Facebook, blog, LinkedIn or Instagram. I didn’t make a phone call, send or check emails or turn on a computer.

I didn’t take a photo on my phone and instantly share it (a photo is so much better shared don’t you think?). I didn’t even turn on my iPhone!

Did I start twitching nervously wondering if I would miss important conversations? Did I have withdrawals?

No. A very big NO. I loved it. It was great to truly have a break from the world.

Funnily enough, I found myself on an island in Fiji on a yoga retreat, teaching the resort owner how to do social media! They now have an up to date YouTube Channel and a Flickr page. Hilarious. I can’t get away from it, even when I try to!

Speaking this month: I am a panelist on the NSW Government’s Small Business September: PR & Social Media - winning strategies for business success on 16 September. I hope you can join me!

I hope you enjoy reading this newsletter.

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What's the real difference between marketing and PR?
As PR professionals we are often asked how public relations differs from marketing. Here are some useful analogies:

1. Activities/tactics: Marketing generally covers promotional, direct marketing and advertising which seeks to return direct sales; whereas PR is focused on reputation management through generating positive media coverage and stakeholder communication.

2. Target audiences: Marketing aims to reach current and potential customers, whereas public relations is all about maintaining positive relationships with anyone who has an interest in the organisation or brand. This covers a broader audience across customers and media, to employees and shareholders.

3. Two separate goals: The goals for marketing teams are to reach consumers and make them think, believe or do some kind of sales focused action. Essentially it is about selling the product or service. Public relations is about selling the company or brand through positively managing the communication channels between a company and its stakeholders.

4. Legitimacy of messages: Messages delivered through PR channels such as articles, conference speakers or reputable bloggers are subconsciously regarded by consumers as more legitimate than those presented through marketing tactics. Generally, people can clearly recognise that advertising and marketing are driven by a company’s desire to increase sales.

5. Business ROI: Marketing is generally defined as a business investment – paid branding and promotional activities with new customers being the ROI. Whereas PR is classified as free exposure for increasing credibility around a company’s image.

6. Longevity: Marketing is a relatively short term activity, whereas PR reaps its benefits over a longer period of time. While marketing seeks to drive instant, tangible sales success, the benefits of a PR program can be viewed as a long term investment that a company would recognise for future achievements.

Read the full article on the Public Relations Sydney blog.

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How to be a good ghost tweeter
Ghost tweeters are teams or individuals who are outsourced by companies to tweet on their behalf. It sounds like a simple concept, and in many ways it is, but tweeting for a client is very different to tweeting for your own company or for yourself.

If you are considering becoming a ghost tweeter for someone, or if you already are a ghost tweeter, here are some tips on how to make sure you do it well:

Get to know their topics of interest
Your client’s online presence on Twitter relies on consistency, as social media is all about connecting and engaging with a target audience. When tweeting for your client it is crucial you understand the topics that they wish to be tweeting about. Find out how they want to be perceived, research their areas of interest and stick to it.

Learn their language
When it comes to tweeting for your client you’ve got to know how to talk the talk...or tweet the tweet in this case! Learn the language of your clients. Read articles written by them, listen to them speak and take into account what industry they are in and who their target audience is.

Don’t do anything they wouldn’t do
It can be easy to forget at times that you are not tweeting for yourself. Before you reply, comment or re-tweet anything always ask yourself: “Would my client want to be associated with that person, company or comment?”

Although you may find the tweet funny, interesting or re-tweet worthy, your client may not – it may even be damaging to their reputation. From the very beginning you should learn what conversations your client can be engaged in and what conversations to avoid.

Read the full article on CP Communications News.

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Upcoming events
Here are some events coming up that we thought you might be interested in:

Brand engagement in a multi-channel environment
It is more important than ever to understand the customer journey across channels and create a brand strategy for the connected customer. At this forum you will gain advice from retailers who will showcase case studies, and hear research conducted with 100 Australians on their route from search to purchase.
7 September – Sydney

Social media applications for business
This two-day intensive workshop introduces participants to the context of social media use for business, strategies for social media application and a practical introduction to the most common and useful social media tools for business.
7-8 September – Perth

Social Media Women September: Learn how to make your real life presence compliment and match your online presence
Today everyone is, in one way or another, digitally branded. Whether it is through Facebook, Twitter, a blog or LinkedIn, your personality and your brand are online for all to see. Mariette Rups-Donnelly will share with you some tips and techniques to make sure that when you meet your contacts in real life you compliment and match your digital personality.
13 September – Sydney

Future of Digital Publishing
Tablets are promising to breathe new life into the publishing industry, with more than 1.5 million tablet devices estimated to be sold in Australia in 2011. At this half day seminar, speakers from the magazine, news and web publishing sectors will discuss how they are preparing for the future of print and publishing.
21 September – Melbourne

Online Retailer Conference & E-commerce Expo
A four-day conference with guests discussing problem-solving solutions and career networking. Learn how to acquire new customers, optimise retail website performance, boost conversions, foster loyalty, improve marketing ROI and maximise business operations and profits.
26-29 September – Sydney

Do you want to see you and your business profiled in the media but don’t know where to start?

Have you sent out media releases and received no response?

When you get the right media coverage, your sales can double (or triple), you gain new customers and you can position yourself as a leader in the market place.

However, if you don't know the tactics of a publicity/public relations (PR) strategy or how to write an effective media release, you won’t get the results that will make a difference.

You'll learn the science behind an effective PR strategy including writing media releases that get results, how to approach journalists, how to write articles and case studies for the media as well as clever online tactics.

In one day, you'll discover the secrets to getting good publicity that you can use for your own business.

This seminar covers:
• the elements of a typical PR strategy
• how to determine your target audiences
• how to structure media releases and what you must include
• who you should quote and what they should say
• how to deal with journalists
• online distribution strategies
• contributing articles to publications
• how to approach bloggers as part of your PR strategy

This seminar is ideal for:
• Business owners, coaches, speakers, entrepreneurs who want to promote their business
• Professionals who have been given PR or marketing responsibilities but who may not have had formal training in this area
• People who are relatively new to a public relations role

This seminar covers all the issues you need to consider before you even put pen to paper - or fingers to the keyboard! Once you have these issues covered, you will have a strong framework that will guide how you write the release.

About Catriona Pollard
This seminar is presented by Catriona Pollard, director of CP Communications. Catriona has 18 years experience in developing and managing public relations and marketing programs.

Prior to establishing CP Communications in 2001, Catriona set up the marketing communications department for a leading software company and managed a diverse range of accounts within PR agencies. She also has extensive experience in managing public affairs and marketing in federal and state governments.

Catriona's blog Public Relations Sydney was shortlisted as media & marketing blog of the year 2009. She is a co-founder of Social Media Women, a formal online and in person networking group that encourages and assists women to participate more prominently in social media.

This seminar is held at the Sydney Writers' Centre.

PR and Media Releases that Get Results with Catriona Pollard
Thursday 15 September 2011 9.00am - 5.00pm
Fee: $495 (includes GST)

Book now! Click here.

Sydney Writers Centre
Ground Floor
55 Lavender Street
Milsons Point NSW 2061

Yesterday I had corn & quinoa soup for lunch. So what? I hear you ask. About a year or so ago a cafe in Crows Nest called Montagu started following me on Twitter.

As a result of conversations on Twitter I started going there for lunch and having business coffee ‘catch ups’ there. In the last month or so they have started tweeting me what soup they have on.

Why this is special is because I’m vegetarian. So in winter I struggle to find soup in cafes that I can eat (as most vege soups are made with chicken stock).

Now mid morning, if Montagu have a vege friendly soup available for lunch, they tweet it out and include my twitter handle so it comes into my ‘mentions’ section of Twitter. 

I love it! It means I get to eat yummy soup that I know is vege friendly. And how clever of them to use such a creative way to generate business!

Learn how to do your own PR! – My next one day workshop on PR and media releases that get results is on next Thursday (11 August). Learn how to construct a PR strategy including how to develop media angles, pitches, media releases, articles, case studies and editorials. You will also learn how to strategically use these tools to maximise your chance of achieving your PR objectives. Sydney Writers’ Centre. Book now!

I hope you enjoy this newsletter.

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Using PR and social media to engage a community
Macquarie University has been running the annual Women, Management and Work Conference for 23 years, with the 2011 conference focusing on Women and Leadership: Ignite your strengths. Leading women spoke about how women can use their unique strengths to become influential leaders.

This year, Macquarie University once again asked CP Communications to run the PR and social media of the event as well as the sponsorship drive. CP Communications drove engagement and registrations by expanding and renewing the online community, in addition to traditional PR strategies.

The focus of our strategy was to use the various issues the conference would cover, to strike a chord with the target audience. We wanted a long lasting campaign that didn’t end when the conference did.

We reignited the conversation in the online community “Women at Work Australia” which included blogging, Tweeting, Facebook and a YouTube channel. We also added a new platform, a LinkedIn group.

CP Communications identified that the media talent were the conference speakers and invited them to be involved in PR. We sent media releases, various pitches and invited the speakers to provide contributed articles, which were pitched into online publications

Yet again we achieved amazing engagement and print and online coverage.

Read how we achieved these results at CP Communications – Success Stories

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YouTube for business - How to create a professional YouTube Channel
We can all be TV stars now by starting a YouTube TV channel. Creating compelling videos helps you engage with your target audience and is a great way to bring exposure to your business and also a way to position yourself as a thought leader or expert in your field.

Here are some tips for creating quality videos:

1. Use a good camera.
   The whole point of a YouTube video is to visually show or demonstrate your product, service or expertise. There is no point in uploading a video onto YouTube that is fuzzy, dull or blurry.
2. Get the lighting right.
   Again the whole point of YouTube is to visually get your message across professionally and that also includes making sure the video looks professionally made. Make sure the lighting is even and that there are no dark shadows.
3. Buy a good microphone.
   There is nothing more frustrating than trying to decipher what someone is saying while watching a video. If you want your messages, tips and advice to be clear investing in a good quality microphone is a good idea. Also, remember to test the sound before doing the whole recording.
4. Aim for one to five minutes.
   Your audience will probably be busy people who have short attention spans. With that in mind your audience will most likely press stop after the two minute mark. If you can, create short two minute videos but if you have to go over be sure to keep within the five minute range.

Read more tips and how to set up your channel on the Public Relations Sydney blog.

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Upcoming events
Here are some events coming up that we thought you might be interested in:

Brand Management 
This one-day master class workshop will equip participants with the core knowledge and skills necessary to successfully and profitably manage a brand. Learn about brand equity, brand research, positioning and managing your brand and brand building. This workshop is designed for marketers and senior managers who have responsibilities over one or more brands within their organisation.
4 August 2011– Brisbane, Queensland

Social Media Women August: Learn about social media's role in the health industry with Heidi Allen of BodyinMind.org
Finding information about health is one of the highest uses of search engines today. Is the information we find reliable? How do we know? Is my doctor using social media? How do I feel about my health information going online? Heidi will help you understand the challenges of implementing a digital and social online strategy in a quickly evolving business ecosystem.
9 August 2011 – Sydney, NSW

Doing Business Online: The Latest Trends and the Legal Risks
The internet and Smartphones are now being used by many for business purposes. During this seminar a panel of expert speakers will present information about the latest trends and techniques being used by businesses. The legal risks of conducting an online business and how business owners can cover themselves will also be discussed.
9 August 2011 – Robina, Queensland

PR and Media Releases That Get Results with Catriona Pollard
Catriona will teach you how to construct a PR strategy that gets results. By the end of this workshop you will understand how to come up with a media angle, write a pitch, media release, article, case study and editorial. You will also learn how to strategically use these tools to maximise your chance of achieving your PR objectives.
11 August 2011 – Sydney, NSW

AFR Leadership Conference
The Australian Financial Review Leadership Conference 2011 brings you a fresh look at corporate leadership. At this one day conference learn about how to get the best out of multigenerational workforces, how to be a leader in the aftermath of a crisis and the importance of strategic HR.
16 August 2011 – Sydney, NSW

Integrating Online Services to your Existing Community Engagement Strategy
The explosion of online communications tools offers an enormous and often untapped potential to address a great deal of challenges faced by community engagement practitioners. Topics to be explored include the integration of online strategy with traditional methods of community engagement and examples of effective online strategies.
30 - 31 August 2011 – Melbourne, Victoria

Social media strategy checklist

More and more businesses are using social media because it gives them another avenue to connect with customers but how do you determine which ones best suits your business?

Before you sign up and start Tweeting or Facebooking, you should think about the social media strategy. This means taking time to stop and think about what you want to accomplish.

To read the full article on DynamicBusiness.com.au, click here.

Last week I finally did my 24 hrs for B&T. I’m not sure if you know about this column in B&T magazine but it profiles the day of someone in the marketing industry. It has been on my list of things to do for, well.... a year. It’s been moved from my monthly list of things to do so many times I didn’t even notice it anymore.

Our clients’ PR always comes first, obviously. But one of my New Year resolutions was to make sure we focus on our PR to help the business grow but also to showcase our skills. So one of our clients is...us!

Alison is our consultant, and updates our action plan just as we do for our clients. I’m now the annoying client that never gets back to her! In an attempt to get me to do the 24 hrs column, she even printed out a blank document with ½ hour intervals on it, and a motivational quote at the top to encourage me to do it!

It worked. It’s done now and hopefully will be printed in the next couple of months. She has also booked me in to do more videos for our YouTube channel, which I’m told, I can’t cancel!

We are half way through the year and it might be time to reflect on how you are going with your New Year resolutions. Is it time to update them? Reflect on them? Or even ditch them and create fresh goals?

Speaking this month: I will be speaking at the Leichhardt & Annandale Business Chamber breakfast on 14 July and SheBusiness lunch in Balmain on 28 July. The breakfast is booked out, but there are places available for the lunch. 

WIN a ticket to Macquarie University's Women, Management and Work Conference:
Attend Social Media Women in July to automatically go into the draw to win a ticket worth $2,300 to the Women, Management and Work Conference on 28-29 July 2011 in Sydney. The conference will inspire and inform women who are looking for insights and key tips to develop their leadership skills. Read more at www.lmsf.mq.edu.au/womenandleadership.

I hope you enjoy reading this newsletter.

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Why 'how to' articles work
Writing articles is a fantastic way to gain publicity. There are specific types of articles that work well – the ‘how to’ article is one of them but there are specific ways to write them.

‘How to’ articles can not only position you as an industry expert, they can offer topical, helpful and interesting information to readers and are one of the easiest types of articles to write because they have a 'tried and tested' structure that works.

1. Know what you are writing about. When writing a ‘how to’ article make sure you do actually know how to do it. Your information needs to be backed up with real life experience and knowledge.
2. Stay on topic. The article should be objective and written in an informative and entertaining manner, but keep on topic. No editor will want to receive an article that goes off topic or becomes a promotional piece.
3. KISS (Keep It Simple Stupid). Particularly if you are writing a ‘how to’ on something complex. Avoid jargon and write in short, clear sentences, using sub headings, dot points and bolding to communicate key points.
4. Proof read it. Once you are finished, proof read it and then give it to somebody else to read. It is very common for authors of articles to miss mistakes. Allowing another person to read over the article can help. Also, by doing this you can test if your 'how to' article is effective in communicating information to people who are not experts in the area. 

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Should you BranchOut?
Most people who have joined Facebook have ‘friended’ everyone they know from people they went to school with 30 years ago to new friends.

Their pages are filled to bursting with both personal and professional information about themselves and yet, in order to network on a professional basis, you need to use LinkedIn and start that networking process all over again.

At least that’s how it used to be until BranchOut was launched.

The BranchOut application, created in July 2010, is Facebook’s largest professional networking service. In many ways it is quite similar to LinkedIn allowing users to create networks, search for jobs or people at specific companies to relay interest to and seek endorsement from previous clients or employees.

BranchOut seems to have one advantage that LinkedIn doesn’t. It uses your existing Facebook network so your contacts are already there, waiting for you to explore as soon as you create your account.

And while on the topic of learning something new, for all you social media savvy people who feel they are starting to get bored by the already existing list of social media platforms – brace yourselves.

Word is quickly spreading about a new social media platform that is yet to hit our Australian social media shores called Kohort. Users are already able to stake their claim by creating their own user account name; however you can’t enter the site yet.

Mysterious or what!?

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Upcoming events
Here are some events coming up that we thought you might be interested in:

Social Media Women July: START UPS, Tips & Tools for Overcoming the Hurdles with Catherine Eibner
Starting any business can be challenging. Practical advice based on experience helps save time, energy and money and a free program that helps support a start-up is the cherry on the cake! Catherine Eibner will share her tips and advice for entrepreneurs on starting a business.
12 July 2011 – Sydney

Marketing Women Victoria social media event
‘Social media’ is on everyone’s lips and smart phones, but how many people and businesses actually get it right? The interactive session will be led by an impressive group of experts in the social media space: future leader of Haystac’s newly formed digital and social media unit, Kristen Boschma and fellow social media gurus Yvonne Adele, Eloise Zoppos and Trevor Young.
13 July 2011 – Melbourne

Chamber of Women in Business presents Sofia Majewski – director of Speak2us
Develop and strengthen your public speaking skills and become a confident and articulate public speaker with Sofia Majewski, Director of Speak2us. Learn about where and when you speak, who your audience is and how to manage nervousness and anxiety.
13 July 2011 – Canberra

Online Retail: Differentiating Online Businesses
This event, run by AIMIA, will help retail businesses entering the online space clearly understand how to differentiate their online offering and integrate with a multichannel retail business strategy. It features speakers from the e-tail multichannel space.
12 July 2011 – Sydney
14 July 2011 – Melbourne

Macquarie University’s Women, Management and Work Conference
Learn how to become an influential leader at Macquarie University’s 23rd annual Women, Management and Work Conference. This two day conference will inspire and inform women who are looking for insights and key tips to develop their leadership skills. Speakers include CEO of Medicare Lynelle Briggs Board Director of CoSolve, Anna Booth and Director in the Royal Australian Navy Captain Michele Miller.
28-29 July 2011 – Sydney

PR and Media Releases That Get Results with Catriona Pollard
Catriona Pollard will teach you how to construct a PR strategy that gets results. By the end of this workshop you will understand how to come up with a media angle, write a pitch, media release, article, case study and editorial. You will also learn how to strategically use these tools to maximise your chance of achieving your PR objectives.
11 August 2011 – Sydney

Most people who have joined Facebook have ‘friended’ everyone they know from people they went to school with 30 years ago to new friends.

Their pages are filled to bursting with both personal and professional information about themselves and yet, in order to network on a professional basis, you need to use LinkedIn and start that networking process all over again.

At least that’s how it used to be until BranchOut was launched.

The BranchOut application, created in July 2010, is Facebook’s largest professional networking service. In many ways it is quite similar to LinkedIn allowing users to create networks, search for jobs or people at specific companies to relay interest to and seek endorsement from previous clients or employees.

BranchOut also allows you to transfer all the information from your LinkedIn account over to your BranchOut account to make the start up process easier.

Although LinkedIn still may be the head honcho when it comes to online professional networking, BranchOut seems have one advantage that LinkedIn doesn’t: BranchOut uses your existing Facebook network meaning your contacts are already there, waiting for you to explore as soon as you create your account.

To a person who already has a pretty savvy LinkedIn account, this feature may not make much difference to you. However, to a person who is new to professional networking, this feature may be the tipping point when it comes to choosing between LinkedIn and BranchOut.

However, regardless of whether you are a LinkedIn professional or a first time rookie, BranchOut is worth a try, if nothing more than to have something professional to do while you’re on Facebook. Learning something new, especially in this fast-paced social media day and age, really can’t hurt.

And while on the topic of learning something new, for all you social media savvy people who feel they are starting to get bored by the already existing list of social media platforms – brace yourselves.

Word is quickly spreading about a new social media platform that is yet to hit our Australian social media shores called Kohort. Users are already able to stake their claim by creating their own user account name; however you can’t enter the site yet.

Mysterious or what!?