by Fred Seely, Editor
Getting your information in the media requires more than the ability to send out a press release. Sadly, as a media panel last month pointed out, few seem to have that ability.
As magazine publisher Randy Noles said, “Many think their job is only to write a press release and blast it to an email list. They don’t know who they’re sending it to, nor do they know what we do.”
Noles was one of five who spoke at the Sales and Marketing Council’s monthly meeting at UNF’s University Center and his thought was echoed down the table as the panel gave tips on improving a company’s public relations.
“To get the media’s attention, your challenge is to rise above the clutter,” said Bill Borzfield of Jacksonville television stations Ch. 12 and 25.
And the best way to get above the clutter, said Karen Mathis of the Daily Record, is to do it right.
“We deal in facts,” she said. “For instance, don’t think all those glowing adjectives in the press release are going to be published.
“Know who you are dealing with. One media outlet is going to be different from the next. And, all outlets have different sections. You can’t send your information to one person and expect that it gets to the right place.”
Added the Jacksonville Business Journal’s Robert Ward, “Take the time to find out the proper person. If you deal directly with that person, you’re saving everyone’s time.”
Joe DeSalvo represented The Florida Times-Union and commented, “Know your audience. Know what they can handle. Space is always an issue with newspapers, for instance, so a lengthy story or press release isn’t going to make it.”
It all was summed up by the moderator, SMC vice chair Jim Doyle of Red Dot Marketing: ‘The operational work in ‘public relations’ is ‘relations.’”
Some pertinent comments from the panel members:
Mathis: “In advertising, you get what you want. Editorial is fact-based. The editor decides what is news.”
Noles: “Get the information out. If you spend time worrying about the wordage, you’re losing time. It’s going to be rewritten anyway.”
Mathis: “Public relations firms, for the most part, do excellent work, but we prefer to deal with someone who can speak for the company, who can answer our questions. It’s fine if the p.r. firm is empowered to do that, but if they aren’t, that sends the media through one more step.”
Borzfield: “We aren’t excited to quote anyone from a p.r. company.”
Noles: “Follow-up is very important. And the follow-up needs to be done by a person with some authority. All too often, the only contact will be a call from a 20-year-old intern who doesn't know anything, other than to ask if we got the information.”
Mathis: “Everyone needs a mug shot. Get photos.”
DeSalvo: “Every outlet has seen cutbacks and our photographer was one of those. So, photos are very, very welcome.”
Noles: “I prefer that the information is in the body of the email, not as an attachment.”
Ward: “Our releases are handled by a free-lance person and she doesn’t have .docx. So paste the information to the email, for sure.”
Mathis: “Make contacts as soon as you know. Know the deadlines. And always ask: When do you need it? Be aware how quickly the information is needed. Lots of times we don’t have time.”
Media contacts
You can waste time if you don’t know who to contact. We’ve compiled a media list at http://www.realtybuilderconnection.com/medialist.php.