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#SmallBizChat HARO pitch example

22 10 2009

Tonight, I’m participating in a tweet chat for small business owners. One question related to utilizing HARO (Help A Reporter Out) to generate coverage. I’ve used HARO for several years – I was somewhere in the neighborhood of the 2,000th subscriber. I think Peter is now up to more than 100,000! It’s a great resource to connect expert sources with reporters working on stories. And it’s free.

In the chat tonight, I pointed out that I thought a good pitch included solid information, two or three points speaking to the query itself and a legit source. Someone asked for an example. Here ’tis. In this case, the client did not have a working website at the time, so that’s not included in the pitch. In most cases, I would include a website link if it’s a useful resource for the reporter.

Hi, Shira. For your consideration: Joshua Rotenberg, M.D., is a board certified neurologist specializing in sleep disorders. In private practice in San Antonio, Texas, Rotenberg is medical director for Academy Diagnostics LLC Sleep Center and a fellow of the American Academy of Sleep Medicine. He spent ten years in the U.S. Air Force studying the impact of sleep disorders on military personnel in high-demand occupations, such as pilots and astronauts. According to Rotenberg, “curing sleep disorders will have the greatest effect of any public-health measure in terms of adding productive years to life.”

Each year, sleep disorders, sleep deprivation, and sleepiness add an estimated $15.9 billion to the national health care bill, according to the National Center of Sleep Disorders Research.

According to Rotenberg, among the detrimental effects of not sleeping enough are:
* difficulties in performing tasks
* impaired moral reasoning and judgment
* increased traffic accidents

Depending on the cause of the sleep deprivation, there can be additional effects, including an increased risk for heart attack and stroke, attentional lapses, reduced short-term memory capacity, impaired judgment and the occurrence of “microsleeps.”

Quick fact: We sleep on average 90 minutes less than we did before the invention of the lightbulb!

Rotenberg would be happy to answer any of your questions. I can either set something up by phone or email, if you are interested.

Have a great day and good luck with your story.

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Tags: PR, press release, public relations, writing
Categories : PR Best Practices

Don’t forget the basics, You Twit Face

10 10 2009

I’ve got some news for you. If you’ve bought into social media lock, stock and barrel, you’re not thinking out of the box. You’ve climbed right back in.

This came up today at a meeting I was at. We were discussing how to increase Facebook Fans authentically and organically. I see so many businesses and causes struggling with that. And I’m pretty sure that by the time we figure it out, there’ll be something newer and shinier to play with. But while we’re here, we really do need to find the magic formula for success.

So, I asked The Question. Do you have your Facebook info on your business cards? Your letterhead? Your website? Your brochures?

Um…no.

Look at the friend sitting next to you. Have you asked him to be your fan and to help pass the word around?

Um….no. How do I do that?

Well, you could go to your fan page, click on the left column where it says “Suggest to Friends” and send him a note.

I’m not sure how to do that. (Clearly, he didn’t realized I was messing with him.)

You don’t have to figure it out. How about you just turn your head and ask him? Right now.

Okay, so, I’ve slightly over-exaggerated to make a point. But for some reason, it seems people are jumping on the social media bandwagon and forgetting that it is not the answer to all problems. Nor does it stand alone. We can’t forget good, old fashioned, face to face networking. Or boring old brand standards for all printed materials. Or any of the traditional things we’ve always done that require a little elbow grease, sweat, even tedious work.

We also have to realize that once we get this all figured out, it’s going to change. And we’ll have to start all over. As Conan O’Brien predicted….

Comments : 1 Comment »
Tags: Conan O'Brien, Facebook, networking, social media, traditional, twitface
Categories : Technology

Crisis communication in the age of new media

10 08 2009

At the end of July, I facilitated a dialog on social media policy at the monthly San Antonio Healthcare (#sahc) tweetup that I help organize on behalf of my client, the Ecumenical Center for Religion and Health. It’s an amazing group of individuals with way more brain cells than should ever be in one room together.

As I shared an Air Force flow chart detailing how service members online should respond to blog postings, I mentioned I thought it was a good start on helping non-public affairs professionals know how to respond to negative online mentions. Business reporter Laura Lorek responded that she thought it was somewhat intimidating and probably meant to put some ice on those who might want to venture into social media.

And so the discussion began. How do we respond to crises in the age of social media when one tweet can be retweeted a thousand times over and one musician can post a YouTube video singing about his broken guitar and get nearly five million views?

Having spent nearly half of my career managing disaster public affairs response with the American Red Cross, I find myself pondering whether or not the rules have really changed all that much. I don’t think they have.

I have always structured my planning and response around three key features…

One size does not fit all. Never did; never will. While good crisis communications planning can help avert long-term impact, it’s still a bit of a crapshoot when it comes to whether or not something will go viral with any amount of long-term impact. And no matter how much you plan, there’s always that one thing you never thought of in a million years – like pizza employees posting a disgusting video mishandling food. I’m just guessing Dominos never saw that coming.

When bad stuff gets said about your company, it may be because your other systems failed, and you – frankly – deserve it. Case in point: United Broke My Guitar. Seems like Dave tried plenty of offline ways to get someone at United to respond. And they didn’t. Crisis communication #fail. The best (and often least costly) way to manage a crisis is to prevent one from happening. This means taking a look at all systems within an organization and making sure rules, regulations and poor training aren’t getting in the way of taking care of the customer.

A lack of relationship translates to a lack of support when you most need it. On the other hand, efforts that seek to build a solid foundation of communication and trust can often withstand the firestorm when it occurs. I love this quote from Tylenol’s former CEO James Burke: “Whether people will take one’s word when one badly needs them to do so will depend on how much confidence has been built by the organization over the years before the crisis occurred.” It is important to note that Noah started to build the ark before it started to rain.

For me, social media presents crisis communication’s greatest opportunity. In ways never before experienced, we have the opportunity to….

Authentically build trust and rapport.
See in real time what people are saying about us.
Respond in real time.
Ask friends to show their support and share our side of the story when the you-know-what hits the fan.

So, until someone creates a magical 9-1-1 number we can call when there’s a crisis, proactively listening, engaging, responding, holding conversation, being humble and transparent will help us build the strongest fortress against the storm if and when it comes. Social media is perfectly positioned to help us do just that.

What do you think? How has social media changed the way you think about and respond to crisis?

Comments : 1 Comment »
Tags: communication, crisis, disaster, Dominos, Red Cross, social media, United
Categories : PR Best Practices

6 08 2009

Dear Rayanne,

Thank you for your email notifying me that I won FreshBook’s challenge. I never win anything. And I’m so excited about my prizes: a t-shirt and the work that piled up behind me while I was busy answering the contest’s challenge. Yay.

I was especially relieved because your title, Queen of Hearts, scared me a little at first. Off with my head? Fortunately, no. You are apparently that queen’s kind cousin.

Source: SXC

Twenty-someodd years ago when I was first getting started in PR, I knew my success depended on my ability to write well. So, I perfected the craft. Years later, I realize my success depends just as much on my ability to build authentic relationships with people. To win their hearts, if you will.

So, Rayanne – just remember this before you call your cousin. Imitation is the highest form of flattery.

Most sincerely,
Debi Pfitzenmaier
Queen of Hearts

Comments : 2 Comments »
Tags: PR, public relations, relationships
Categories : PR Best Practices

The rumors of the media relations consultants’ death are greatly exaggerated

28 07 2009

In several recent articles, kicked off by a New York Times story, the usefulness of PR agencies has been brought into question. In the day of social media and flat world status, why would anyone need a “middle man” to reach out to a reporter? Seems that this is a gauntlet down kind of discussion. So, I’m picking it up and throwing in my two cents.

If a businessman or woman has the time, energy and knowledge to reach out to reporters and generate news coverage, technology has certainly made it possible for them to do so. And I would encourage them to. After all, I’m most definitely not a gatekeeper.

But my experience over the last 20 years working in media relations indicates at least three types who benefit from hiring an outside source.

1. The Adjunct Staff Client: It’s not that these clients don’t have the skills or connections, it’s that they are too busy doing other work. Often times, I serve as an extension of their existing public relations office: drafting and sending out releases, generating reporter interest, following up on inquiries. This frees up the corporate staff to concentrate on other projects.

Source: SXC

2. The Timid Client: These are clients who are brilliant and often exceptionally talented at whatever it is that they do. That makes them great sources — once reporters know how to find them. They have the skills to handle an interview but are either intimidated by media or just not sure how to go about getting a reporter’s attention. All they need is a little direction and someone to place the initial call.

3. The Too Many Balls In the Air Client. These are professionals who are typically really good at what they do but are perpetually busy fighting the most pressing fire. There’s always one more crisis looming on the horizon that needs their immediate attention. In this case, they need a media relations consultant who works like a bulldog, nipping at their heels — relentlessly — until that phone call is returned or a deadline is met. It borders on stalking, but I’ve been known to do it more than once for a journalist. And if I do it right – the reporter never knows.

Even in a flat world, there will always be somebody who needs a helping hand. In my opinion, the rumors of the media relations consultants’ death are greatly exaggerated.

What do you think? Is media relations a dying profession in the wake of social media? In a world where everyone is a citizen reporter, do we even need to reach out to traditional journalists?

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Categories : Uncategorized

Blog: Social network quicksand

14 07 2009

A recurring theme in my life – and apparently in many others – is how to manage social networks and still get any work done.

Now I’m going to date myself. I remember having these identical conversations when email first came into use. Remember…every workplace was terrified you were going to spend all your time surfing the web and responding to emails and production of any useful work would come to an end. Guess what? It didn’t.

We adapted. Tools became available to help us manage the onslaught of incoming information. Yes, the world moves a little faster now. Yes, the bar has been raised a little higher. Companies and individuals have learned to manage the flow instead of the flow managing them.

I suspect the same will happen with social media. Already tools are beginning to emerge…if you have time to search them out and figure out how to use them. In the meantime, I’m treading water and working on making some changes. Here are some tips I’m trying out as I try to find the balance…

1. Realize that you are not alone. Most people involved in social media are facing the same challenge. To prove it, I sent out a note to my Twitter and Facebook friends asking just how they’ve tamed the social network beast. Only one person answered. Outside of that….vast emptiness.

2. Schedule. Set aside certain times throughout the day to check up on social networks. For me that’s before the kids get up, in between project work and after the kids go to sleep. Set a timer so you don’t get sucked in. When the timer goes off, stop.

3. If you miss a scheduled time, feel like you’re stopping in the middle of something or can’t get on your social networks for a whole day or two, it’s OKAY. The world will not come to an end. You don’t even have to go back and try to reread everything you missed. Let it go. Move forward. Tomorrow, the sun will come up.

Now, true confessions. I’m awfully good at preaching. Not so good at practice. I find it very hard to disconnect. And it does sometimes start to feel like quicksand.

But last night, I found a picture my son had hiding in his drawer. He was probably about 2 years old. Glenn was holding him. I just looked tired. As I held the picture, I glanced at my now 11 year old climbing into bed. In the fall, he starts middle school.

When did he grow up? Did it happen with my head immersed in a press release or a Twitter post? What did I miss along the way because I had to finish that one last blog post that is archived deep in some folder somewhere?

I’m making a change. Hold me accountable, okay? And if you want to make a change, too, let me know. I’ll be right there by your side.

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Tags: childhood, Facebook, social media, social network, Twitter
Categories : Life, Technology