2. • Our PR textbook author
isn’t alone is distrusting the
media.
• A recent study found that
only 10 percent of
Americans thought the
media covered the election
accurately.
3. Lack of trust, hurt by election
Only 32% of public trust media to
report accurately and fairly, a
September Gallup poll found.
Pollsters blame "lower standards for
journalism" in presidential campaign
coverage for "corroding Americans'
trust and confidence.”
8. • Some media members
are known for taking
hard-line positions on
issues
• There’s an increasing
blurring of fact and
opinion
• Many audiences can’t
tell the difference
between fact and
opinion
9.
10. Contrary to what our textbook author
implies, journalists take objectivity
very seriously, perhaps to the point of
being hypersensitive about it.
11. At end of day, good journalists, like
good PR people, want to get
information out, and do it in an
honest way. And most journalists
are ethical … Of course, mistakes
happen. Journalism is the first
rough draft of history.
12.
13. In the build-up to the last Presidential primary
elections, the editor of the Denver newspaper
ordered his newsroom's reporters not to
participate in the Colorado caucuses.
(Unlike primaries, in caucuses there are not secret ballots
and people must declare their preference publicly.)
14. • "Because caucuses are party activities that
involve expressing your political position in
public, you should not attend them, unless
you’re covering them for the Rocky,” the
editor explained. (However, he later reversed
his recommendation.)
• Relatedly, the San Francisco Chronicle barred
reporters from participating in the recent
Women’s March.
15. A lot of the biased and negativity in journalism
that our author complains about originates from
PR flacks.
“It is impossible in this day and age for anybody
to speak his mind plainly and not be ripped to
shreds by some PR machine on the other side.”
- veteran TV journalist Ted Koppel
17. • Journalism tends to
be negative.
• A plane landing
safely isn’t news.
That’s what’s
supposed to happen.
It’s only news if it
crashes.
18. Daily stories about ISIS and terrorism remind us about how cruel and awful the
world can be…
19. And your challenge is to
get press coverage for
the good news about
your company. And
that’s what you need to
focus on in terms of
media relations.
www.adelphi.edu/nytimes_adelphi_06.pdf
20. • This is how your job performance will
largely be measured.
• Most executives, CEO types view PR as
getting publicity and press coverage.
• no PR effort produces more tangible
results than a mention in the press.
21. IT’S AN ENDORSEMENT:
Getting media coverage really helps with
credibility because the (earned) media didn’t
have to report on you. Plus, it’s free. Advertising
(paid media) costs money and is often ignored.
22. • In 2008 – for the first time ever – the Internet
became the primary source of Americans.
• 48 percent said they got their news from the
Internet – more than the traditional media
(newspapers, TV and radio), according to a
poll by Zogby.
• By 2009, 56 percent were getting news online.
23. Traditional
media is
down…
circulation us
way down and staffs have
been cut.
• Over past 25 years, network
news has lost more than
50 percent of its viewers,
despite growing population.
news also declining
due to popularity of podcasts
and online music streaming.
24. But still
very
important
for PR…
•100 million Americans still read a
newspaper on an average weekday, and
150 million do on Sundays. Many
newspapers are reaching larger audiences
than ever before thanks to their websites.
• Some broadcast journalists have a lot of
reach. Rush Limbaugh, for example, has 15
million listeners. NBC Evening News
attracts 10 million views nightly. That’s
more people than any newspaper or
blogger gets per day.
• Most news and original reporting still
originates from traditional media:
newspapers (61%), TV and radio.
25. • They set the agenda for all forms of
journalism, whether it’s TV, radio or internet
sites.
• So, if you get coverage in the print media,
there’s a good chance it will trickle down to
other media as well.
26. • It’s also a lot easier to get print media
coverage than it is to get coverage in
other media. TV and radio have a lot less
“space” for news coverage.
• So, print media is usually the place to
start with media coverage. Even though
newspaper and magazine readership isn’t
what it used to be, it’s still a force.
29. Every day, journalists post queries on these
websites, seeking people to provide quotes for
stories…
• ProfNet (expensive)
http://profnet.com
• Help A Reporter (free)
http://helpareporter.com
30. Journalists are skeptical of PR
• Sleazy: Over 64 percent of journalists believe
that public relations people try to spin stories
too often.
• Dumb: 50 percent of journalists believe that
PR people are not sufficiently aware of which
media outlets they are pitching nor the beat
of the journalist they are pitching.
31. … But try not to be
skeptical of journalists
• Reporters have a different job than
you do. Their job is to write a story,
not your story.
• The more often you work with them,
the more likely they are to get it right.
32. Know what’s news
• Before you pitch a story idea or write a press
release, answer this question: Why should the
reporter care? Would you really want to read
what you are offering? Be honest!
• Moving to new offices or hiring a new vice
president is not news no more than flossing
your teeth is news. How many times does a
newspaper devote more than a paragraph to
one of these earth-shattering events?
33. Keep in mind, unless you work for a national
organization or company or your organization
does something that the whole world will want
to know about (like creating a new form of
energy), you probably won’t have much success
with pitching to the national media. In most
cases, it will just be a waste of time and energy.
34. E-mail,
don’t call
journalists
Journalists’ first choice for
being contacted is via e-mail
– in fact, 78 percent of
journalists reported that
their preference was to
receive news releases via e-
mail. Same goes for pitching
stories – send an e-mail.
Only call a journalist when
you have a pre-existing
relationship.
35. Top 10 Reasons Journalists
Say They Hate PR People
#3: When sending pictures to be included
with a press release, actually ADD the
pictures or provide a website to go get
them. Don’t just say “here they are!” and
forget to even include them!
36. Top 10 Reasons Journalists
Say They Hate PR People
#4: PRPs that follow up on emailed
news releases. It is especially
annoying when a PR says "I was
wondering if you had the chance to
read this material.”
37. Relatedly, consider Twitter
• Twitter has become of many journalists’ job
descriptions these days. If you see that a
journalist actively uses twitter and responds to
tweets, consider that route for getting in touch.
• In 2013 there were nearly 60% of journalists on
Twitter. And it is their preferred social media
channel by far to be contacted by PR
professionals, 85% of them considering being
approached for PR purposes welcome on Twitter.
38. But don’t spam journalists
Nothing angers journalists (and bloggers) more
than spam. Instead:
1. Research who covers your industry and
create media list.
1. Send targeted emails, not blanket emails to a
long list of reporters.
39. • Build a media list. Focus on local/community
coverage. By community, I don’t just mean
geographic, but also topical. Determine which
media outlets cover the town you’re located in
and your industry. Find out who are the
reporters who cover your industry and the
town you’re located in.
40. • Long Island media outlets such as Newsday would be
interested in Adelphi U. – so find out who covers Garden
City and who covers higher ed. Trade publications that
cover higher education would also be interested.
• There are also reporters and media outlets who will be
interested in specific areas of the school. Sports reporters
may be interested in our teams. Magazines like Psychology
Today may care about our psychology dept.’s research.
• When you think about all of your organization’s people
and work, you may have dozens or even hundreds of media
possibilities.
41. • Don’t assume that because a reporter wrote
one story on a topic that’s his “beat”.
• If the reporter says she’s not interested or it
isn’t a good fit, ask who might be a better
person to contact.
• Getting to know editors and news directors
can also help. Reporters aren’t always the
final decision maker on what they can cover.
42. • The Delphian (Adelphi)
• AU Magazine (Adelphi)
• PAWS (Adelphi)
• Newsday
• Garden City Life
• Garden City News
• Garden City Patch
• Long Island Press
• Long Island Pulse
• News 12
• PATV Long Island
• WALK 97.5
• WHPC 90.3 FM
(SUNY)
• WLIR 92.7 FM
• LongIsland.com
• Various blogs
43. Top 10 Reasons Journalists
Say They Hate PR People
#6: A PRP just looks stupid when they don’t do
their research. Don’t just assume.
Journalists will either be annoyed or laugh,
neither of which is good.
44. Top 10 Reasons Journalists
Say They Hate PR People
#7: There are too many
Public Relations
practitioners who
send the same type
of Press Releases
with the same
boring themes.
45. • Your pitches need to be targeted to
the right journalists and emphasize
information that will appeal to that
journalist’s audience.
46. Top 10 Reasons Journalists
Say They Hate PR People
#8: Public Relations practitioners pitch stories
that are not relevant to their client or to the
issues in print currently. Ask the questions
“Is this the right story?” “Is this relevant?”
before you pitch it.
47. Return reporters’ calls pronto
• We live in a 24-7 news cycle, where
stories develop instantly whether
you’re ready or not. Reporters are
like stray cats – if you don't feed
them, they go to someone else's
door. Call them back first, even if it is
to say that you don’t have any info
to help them. Reporters remember
who calls them and who doesn't.
48. Top 10 Reasons Journalists
Say They Hate PR People
#1: Public Relations
professionals seem to
have an inability to
understand that a
“deadline” cannot be
missed when dealing
with a newspaper.
49. Never say “No comment”
• It’s OK if you don’t have an immediate
answer.
• But never outright refuse to answer a
question.
• Ignoring a journalists’ call won’t work either.
The story won’t go away; it will likely get
worse.
• People will assume you’re hiding something.
• Void of info might be filled by your critics.
50. Make reporter’s job easier
• Reporters work with the PR people who make
writing a story easy with great sources,
information and detail. So, do the work for the
reporters. Have resources, images, bios,
spokespeople, and/or links available.
51. Top 10 Reasons Journalists
Say They Hate PR People
#2: PRPs that send poorly written,
almost-illiterate press releases, with
such scanty details that a journalist is
forced to go to the company's website
to try and get the information needed.
52. Top 10 Reasons Journalists
Say They Hate PR People
#9: Public Relations Practitioners do not listen
to journalists when they tell them the
information they need for a story. Follow
through with information for the journalist if
asked, do not make promises you cannot
keep.
53. • You need to prepare.
• Keep in mind that not everything you say will
be used. Only a fraction.
• Be honest. Your reputation is most important
asset.
• Watch out for the long pauses.
54. • Don’t assume they’re out to get you.
• But remember there is no “off the record.” Even a
side comment made to someone else and
overheard by a reporter could be considered fair
game
• Don’t get in arguments with journalists or make
enemies with them – you can’t win those battles.
Because the media controls its own editorial
content, they can make you look really bad, if they
want to.
55. • It’s totally fine to report mistakes. But make
sure it’s an actual factual mistake and not a
disagreement of semantics or opinion.
Remember, it’s their story, not your story.
• Parking meter story example.
56. Top 10 Reasons Journalists
Say They Hate PR People
#5: Journalists
especially hate it
when a PR tries to
tell them how to
do their job.
57. Don’t try to bribe or
buy a journalist. But
you can definitely use
flattery. So it’s fine to
shoot an email saying
nice job.
58. Reasons Journalists Say
They Hate PR People
#10: Bribery doesn’t make a journalist
like you anymore than they did
before; it just makes you waste more
money!
59.
60. • Remember: Use e-mail
• The most important part of the pitch is the
subject heading
• Need to make most impact in fewest words
• Competing with spam
• Use sexy and concise language in subject
heading
61. • BAD: “New storage bin by closets & more
helps college students stay organized this Fall”
• GOOD: “New storage bin cuts down dorm
room clutter”
• BAD: “How fresh fruit and other simple tips
can help young kid stay healthy”
• GOOD: 10 tips to help keep kids healthy
62. • In writing a good subject head, the key is to
find a balance between playing it straight,
using humor or shock value.
• Consider the following examples…
63. • “Party like it’s 4701”
(for airfare sale to Asia, by student travel
company)
Result: Atlanta Journal-Constitution coverage
64. • “Laps with Led Zeppelin”
(for snorkel with attached radio)
Result: Dallas Morning News, Wash. Post
coverage
65. • “Do cats need e-mail accounts?”
(for cat owners’ Web site)
Results: MSNBC, Wall St. Journal, USA Today
66. • “Another annoying COMDEX request”
(for technology company trying to set up
meetings at big trade show)
Result: Tech execs totally booked for show
67. • “Not-so-hot story idea”
(pitch for an infrared sauna that was cooler
than standard saunas)
Result: New York Post coverage
68. • “Texas Sodomy Imminent”
(for PFLAG, highlighting end of TX sodomy
laws)
Result: Wall St. Journal, N.Y. Times, AP
69. • “This month’s pin-ups”
(for “pinning” ceremony held at nursing
school)
Result: NYC regional media coverage
70. • “How many students does it take to change a
light bulb?”
(pitch for American U. programs to teach
basics of home repair to students)
• “Would you like to replace your ex-husband
with a plant?”
(pitch for photographer who digitally restores
old photos)
71. • “Stevie Wonder, Dick Cheney and a Volvo”
(for Inventors’ Hall of Fame)
Results: L.A. Times, AP, SF Chronicle
72. • “47% think it’s OK to use cell phone in
bathroom”
(for Sprint PCS survey on cell-phone etiquette)
Result: Several radio placements
73. • Keep the email copy as concise as possible
• The first sentence should be a strong lead and
describe your story angle or interesting aspects
about your company/organization
• Bulleted lists are easy for reporters to read
quickly
• Include a call to action: Contact you for more
information, Visit Web site, Request a site tour,
etc.
• Ensure your contact information is included
74. • We’ll cover this in depth in the near future.
Remember, at that time, your topic is due. You
should type up a brief statement on what you
plan to do your press release about and hand
it in at the beginning of class. If you’re absent,
it must be e-mailed to
mgrabowski@adelphi.edu before the start of
class.
75. • Newsrooms have spam filters, but reporters
don’t know how to use them
• Innocent words can trip filters: “free,”
“money,” “check,” “cash”
• Action verbs, like “buy,” “save,” and “get”
cause problems
• List of “trigger” words at:
http://www.wilsonweb.com/wmt8/spamfilter
_phrases.htm
76. • Long subject lines
• Long text
• Including multiple reporters on the same
email
• Attachments
• Flagging an email pitch as high priority
77. • Typos
• Spelling a reporter’s name incorrectly
• Incorrect information
79. • Be brief. TV and radio have no time for beating
around the bush. Begin answers by
summarizing main points. Don’t use jargon
that no one will understand. Speak in very
simple terms.
80. • Keep yourself cool and calm. Emotions
are magnified on the radio – people
can here nervousness in your voice –
and especially on TV. Things like body
language and your tone of voice can be
even more revealing than the actual
words you say.
81. • Be careful with humor. If it’s funny, then it can
work really well. But it’s risky and may not carry
over well.
• Consider:
– George Allen’s “macaca” joke
– President Obama’s “best-looking attorney general”
comment
– James Franco’s rape and gay jokes
82.
83. • If you’re on radio, you need to sound
enthusiastic. Since there are no visuals, the
vocal exuberance of the spokesperson is
key.
84. • Remember also, it’s a lot harder to get
coverage in the broadcast media. They have
very limited air time. While some stories are
better told through broadcast, many are too
complicated or boring to be covered. So,
there’s also that additional challenge. Your
story has to be visually appearing or sound
good.
85. • That’s because there are more major
networks now. TV used to be the equivalent of
only having the USA Today, New York Times
and Washington Post as your options for
newspapers. Technology has changed that.
86.
87. With the growth of cable TV has also come lots
of specialized television stations and news
programs:
BUSINESS: CNBC, CNNFN, Bloomberg, FOX
Business, Sky News Business, etc.
SPORTS: ESPN, Comcast Sports Network, Fox
Sports, MSG Varsity, etc.
SPANISH MEDIA: Univision, Telemundo, ESPN
Desportes, Azteca, MundoMax, etc.
88. • So, just as you would target press releases to
certain newspaper sections or trade
magazines or specialty publications, you can
do that with TV now too.
• Radio is booming, too. In fact, that’s a better
bet for coverage. There are more than 13,000
radio stations in America, but less than 2,000
TV stations.
89. Create your own(ed) media coverage.
Become a citizen journalist yourself:
–Press releases
–VNRs
–Social media
–Websites
–Op-eds/letter to editor
–Newsletters
90. • Many organizations are creating their own
media brands.
• See, e.g.:
– COKE: http://www.coca-colacompany.com/
– LOCAL HOSPITAL:
https://www.northshorelij.com/about/news/blog-
onhealth
– ADELPHI:
http://events.adelphi.edu/newsevent/whats-all-
this-fuss-about-the-oscars/
91. When I worked in PR, I had editors say
to me, "We'd love to do an article -- if
you write it up." I even had one
journalist put his byline on a a story I
wrote. As a journalism professor, this
alarms me. But as a PR practitioner, I
was happy to get the coverage and to
be able to control the message.
93. • Professional Marketing Journal
• Bulldog Reporter
• Levick Strategic Communications
• TEKgroup International
• Fraser Seitel’s The Practice of Public Relations
• Off Madison Ave strategtic communications
agency
• Gordon Mayer, Community Media Workshop
• Allie, Reina, Megan & Cinnamon
