What’s editorial coverage worth to you?

It’s an interesting question as the Jade Goody media debacle continues. Great overview here from Jon Slattery.

An emotive area around the Goody PR issue recently, of course, as it can be argued that she is merely going to any lengths to protect an uncertain future for her family. The media machine, in light of a terminal illness, is naturally lapping up the morsels fed to it by the Clifford PR team as a subject of immediate human interest.

Are you willing to go to any lengths for editorial coverage? What messages are you sending out there and why? I have seen individuals being deliberately contraversial, over-the-top, pushing accepted boundaries and generally trying to be ‘outrageous’ with a small ‘o’ in the past, in the vein (and vain) attempts at clawing out additional column inches in the publications I have edited over the years.

Individuals and businesses which try to hi-jack media attention through dubious/contraversial/self-focused means rarely succeed in adding any value longer-term to the media, and largely result in delivering a less-than-positive view of their commercial concerns in the process.

It’s all about maintaining editorial integrity and bringing a positive experience to your target Press.

This usually comes from positive people-based stories: whether the Goody affair will be classified in this category remains, at this juncture, to be seen. Coming weeks and mass media coverage will tell of course.

Personally, I am with Slattery all the way.

Does your media relations stand up to Press scrutiny?

…if you’re not sure, get yourself here – a wonderful resource, packed with media relations hints & tips, and likely to make a few PRs break into cold sweats.

The site, called journchat, highlights ongoing comments and chat between journos, bloggers and PRs.

It’s full of pointers, dos and donts, best practice for PRs, additional ways to buzz the Press, what to say to an Editor, how to build media relationships, and much, much more. Love it.

If a few more PRs could read and digest the advice, hints and tips given there, many Editors in the UK would breath a sigh of relief I’m sure. It demonstrates just how much many PRs need to learn under Press scrutiny.

That aside, the dialogue-based layout and headings all make for easy and interesting reading for media types.

Recession witch-hunt? Burn the journalists!

A tricky and contentious subject uncovered here today on the journalism.co.uk site.

It has been argued in recent weeks, and at a POLIS debate last night in particular, that a significant part of the blame for the global financial crash lies firmly with the Media and their apparent mis-management of the financial institutions, their reporting mechanisms, and the powerful PR behind them in the overall failure of the Press to pre-warn the public of the imminent economic downturn in late 2008 and into this year.

According to POLIS, in their ‘Reporting the Global Crash of ‘08′ debate, part of the blame has been allegedly traced to inexperienced financial journalists being effectively ’spun’ and lied to by certain financial institutions in their attempts to cover up, offset, and generally pull the wool over the eyes of the public, to the upcoming crisis in which the nation currently finds itself as part of a wider global recession.

Excellent – blame the Press. As it well pointed out here by Charlie Beckett, don’t shoot the messenger is an apt reminder when victims to burn at the stake of the global crash are being sought with vigour.

This is a fascinating topic, and one which will impact on all time-pressured editorial out there, whether they are reporting on the financial sector or not.

It reminds us all that we are accountable to our readerships.

Essential reading for Editors & PRs alike…

…is to be found here – wonderful resource, packed with hints & tips, and likely to make a few PRs break into cold sweats.

PR stunts? Go away now Mrs Battleaxe!

A corker on the pros and cons of PR Stunts today, thanks largely to the story here about the changing of name by Deed Poll, of larger-than-life wife of Neil Hamilton, the fearsome Christine Hamilton.

As a PR stunt, Hamilton has changed her name to Mrs British Battleaxe.

Apparently, it has been an exercise in promoting the services of the Legal Deed Service and Hamilton will obviously be collecting a hefty cheque for her action-based action for them. The whole PR stunt is broadcast by Hamilton on YouTube for the ‘delights’ of any audience willing to view it.

Ok, so in terms of PR stunts, it has worked – Hamilton and the story have made widespread News coverage and the column inches will undoubtedly be demonstrated with pride by the PR Team working on behalf of the Legal Deed Service. But it does raise a wider question around the subject of PR, stunts, and where to draw the line.

It’s all centred around the prospective audience – whether that is a business or consumer audience: this dictates and controls the tone, style, delivery and messaging behind the PR stunt. And it determines the relative success or otherwise of any stunt planned.

PR stunts are usually, by their very elaborate nature, quite expensive, short-lived, and success is based either on something totally incredible visually, as is highlighted and explained in greater detail here.

If you have budget and a viable audience to receive a PR stunt, think carefully before proceeding: the effects of a poorly-executed and ill-advised stunt can bite your behind, for years to come – as demonstrated here.

As for Christine Hamilton – somebody speak to her Agent. Quickly.

For a truly inspired PR stunt, one of the best examples is this one – have a peek. This one made me smile anyway.

The Return Of Rubella from Ostentatious PR

Well, I thought the week had been going a little too smoothly – even given the fact it’s a production week on one of the magazines. And, as if by magic, within three minutes of that thought, a PR relative of the infamous Rubella Pymley-Bowles from Ostentatious PR was on the phone. And she truly surpassed herself.

In the words of Run DMC, it goes a little something like this:

Phone rings.

Editor: Hello, ****** speaking.

Rubella MkII: Hi. Do you have a Features List?

Editor: Sure, for which magazine. We publish two here and a number of business Directories.

Rubella MkII: Oh right. Erm. Don’t you do the Disability magazine now?

Editor: ‘Fraid not, that title was pulled more than a year ago. Don’t you have any up-to-date Media databases?

Rubella MkII: Erm. We might have something of use to you.

Editor: Only if it’s relevant to the printing and/or sign industries – do you?

Rubella MkII: Erm. Aah. We promote hearing aids.

Editor: Can’t see how my Readerships will be too bothered about that. Do you have anything relevant?

Rubella MkII: Isn’t that relevant? Can you use that for those magazines?

Editor: Not onless we launch a niche magazine to hard-of-hearing print directors. Or deaf sign makers. Ahem.

Rubella MkII: Erm. (No laugh, or indication of a joke having just been made)

Editor: Thanks for the call, I must get back to production on our totally-irrelevant-to-your-Client mags.

Rubella MkII: Erm. OK. Bye.

And there we have it. Now, before any of the fabulously effective, switched-on PRs and PR Account Directors out there deem it fit to tell me I was harsh and unfair on an individual who is so clearly an inexperienced, ill-informed, and pretty damn green PR Account Exec, think on this – who instructed her to put the call through in the first place?

Aah, yes, an Account Director, looking to write something/anything under the ‘Media Relations’ column of Deaf and Dumb Hearing Applications Ltd’s PR Client Contact Report for the month of January. Give me strength.

I think I’ll start naming and shaming these awful PRs, re-dress the balance a bit. Ready Rubella? You’re up first.

More advice for PRs

Here’s a basic Media Relations Masterclass for Rubelle Pymley-Bowles and her sushi sisters from Ostentatious PR…just a few hints and tips on how to professionally, practically and powerfully liase with the Press on behalf of less-well-informed Clients.

THE BASICS

1: Find the unique, interesting and different elements of your business.

2: Ensure you can prove any statements you make with cold, hard facts.

3: Research every publication – do not send blanket emails or editorial.

4: Remember that you need to earn a journalist’s trust and respect over time.

5: Make your press releases lively, fact-filled and relevant – not PR spin.

6: Utilise your knowledge and present your editorial with personality.

7: Do not ever mention you advertise with a publication to a journalist.

8: Remember that all News is people-based. Bring them out of your business.

9: Do not try to be controversial for the sake of it. Journalists get bored easily.

10: To hold attention, all you need to be is relevant, timely and interesting.

11: Request a Forward Features list on first contact, as and where relevant.

12: Never question a journalist’s editorial judgement. It’s their domain.

13: Remember that ‘off the record’ is usually an area of immense danger.

14: Only target relevant publications for your products or services. No spam.

15: Appreciate that the journalist is not there to serve you – other way round.

16: Do not be chatty, gossipy or unprofessional. Stay focussed and brief.

17: If you can offer fresh, new, exciting content regularly – perfect contact.

18: Track the career moves of journalists you know – build a media database.

19: Realise that most publications have online versions and online journalists.

20: Monitor target media yourself and build up a published Press portfolio.

PRESS RELEASES

21: Never make a press release more than two sides long – brevity counts.

22: Write the headline last – it should flow once the press release is complete.

23: Make sure you have one item of News only, not a series of items.

24: Utilise one key individual for your business as the quoted person.

25: Do not try to be funny, witty, smart or sarcastic – present the facts only.

26: Only use statistics if you can back them up with attributed sources.

27: Do not knock down your competitors – it’s unprintable and unprofessional.

28: Piggy-backing on a current News issue is great – if you add editorial value.

29: Ensure you supply at least one high-resolution image at 300dpi.

30: Make sure any pictures are taken professionally, not by an amateur.

31: Remember who the editor is presenting the story to – be relevant to them.

32: Never ring a journalist to ask why a press release was not published.

33: If your editorial is included, add value by presenting a Feature around it.

34: Utilise knowledge and expertise – only add opinion if totally essential.

35: Avoid PR jargon such as ‘ground-breaking’ and ‘industry-leading’ phrases.

36: A press release is like a perfectly-formed circle – end it where you start.

37: Understand the editorial structure of the publication before you write.

38: The first paragraph needs to tell the entire News item, and succinctly.

39: Be positive, upbeat and engaging in your editorial, but forget the PR spin.

40: Do not re-send the same press release. Send it once and media monitor.

DEADLINES

41: Always ask a journalist if they are on deadline. Always. Every time.

42: Understand that a journalist is busy, stressed, bombarded – help them.

43: If a journalist needs information, provide it without question or delay.

44: Do not miss a deadline given by a journalist. You get one chance at this.

45: Make your conversations to the point – ideally, only ring with one point.

46: Appreciate that you are not the Editor’s best friend, and never will be.

47: Understand that the paramount thing on a journalist’s mind is deadlines.

48: Make yourself available to give comments on deadline when needed.

49: Be consistent, reliable and a ‘safe pair of hands’ for a ‘rent-a-quote’ item.

50: Understand the publication’s deadline and editorial production structure.

51: News changes rapidly – do not be upset if a deadline removes your story.

52: Understand different deadline structures for magazines and newspapers.

53: The pace of News-gathering is increased when you deal with online Press.

54: Include a blog hyperlink with all emails – it gives more content on deadline.

55: Provide content, features, comment in one accessible place for a journalist.

56: Ensure your website has a Press area with editorial and images included.

57: Remain professional and polite when dealing with journalists on deadline.

58: If a journalist is on deadline, ask when is a good time to contact them.

59: Every journalist respects their deadlines, and so must you to gain ground.

60: Journalists will usually be more stressed and less receptive on deadline.

TALKING TO THE PRESS

61: Research the name and title of any journalist you intend to speak to.

62: Practice the conversation before you pick up the phone.

63: Never ring a journalist on deadline.

64: Always ask a journalist if they are able to speak before you continue.

65: Demonstrate you read the publication – identify different editorial sections.

66: Offer an exclusive wherever possible to the journalist.

67: Never mention competing publications, it usually winds an Editor up.

68: Ring a journalist to brief them of a relevant issue you can comment on.

69: Do not contact a journalist to see if they have received a press release.

70: If a journalist requires additional information, provide it within the hour.

71: When contacting a publication, be polite to everyone. People talk.

72: Demonstrate your expertise when possible, but do not ramble on.

73: Never interrupt a journalist – let them tell you what they want and when.

74: Add editorial value to the publication with every interaction you have.

75: Brief a journalist before you send a press release – by phone and quickly.

76: Do not invite a journalist out to lunch unless you add real editorial value.

77: Only present yourself as an expert or industry guru if you can back it up.

78: Be passionate about your business – talk to the Press from the heart.

79: Do not try to use the Press as a mouthpiece to gain column inches. Ever.

80: Work with a journalist, become a trusted source of information and ideas.

THE ESSENTIALS

81: Do not offer an exclusive to more than one journalist. Common sense.

82: Follow your target publications religiously and identify opportunities.

83: Realise that media relations is straightforward, and not a Dark Art.

84: Being in regular contact with a journalist will never guarantee publication.

85: The media landscape is changing – be aware of editorial nuances.

86: Be confident, calm and collected in your dealings with the Press.

87: Understand that successful media relations is not about PR spin.

88: If you ever lie, or mis-represent, to a journalist – say goodbye for ever.

89: Journalists are busy most of the time – but they are still human beings.

90: Have an awareness of the political leanings of a publication. It matters.

91: Do what you say you will, on time, and as agreed with a journalist.

92: If asked to provide editorial, keep to the word count requested. Always.

93: Journalists know what they want and need – do not second guess them.

94: Never mention that you used to be a journalist. It is totally irrelevant.

95: You might think you can outsmart a journalist. Wrong – it’s their rules.

96: PR schmoozing holds an increasingly useless impact to the Media.

97: Sending flowers, free gifts and the like rarely influences publication.

98: Do not be nervous or stuttery – present the facts and the angle. Simply.

99: Always back up your information with reputable sources and facts.

100: Remember that your News is useful, but not invaluable, to the Press.

RULE NUMBER 101: Never, ever, break Rules 1-100.

PRs & Hacks – time to call a truce?

Surely not?!

Well, according to this from PR man Paul Seaman, the time could well be nigh.

Seaman argues, and very eloquently, that the age of  Churnalism is reaching something of a zenith, and given the increasingly dramatic economic conditions in which the average journalist is operating, the need for collaboration between PRs and the Press has never been greater. More editorial cutbacks means increased deadline pressure.

Maybe this should be amended to the need for effective PR has never been greater. The likes of Rubella Pymley-Bowles from Ostentatious PR will always receive a frosty welcome from any time-pressured Editor.

The PR fluff still rains down on my Inbox daily, Recession or no Recession. It would appear that there are still a sizeable number of UK-based Clients still in the position financially to fork out PR Fees for the production of editorial turds for Media consumption from jumped-up Account Executives, being driven mercilessly and thoughtlessly forward by number-crunching Account Directors and the like. This, of course, adds no value to my Readerships on the magazines I edit – and never will.

That said, if the tiny percentage of decent PRs – and I can currently count them on 1 hand only – can continue to demonstrate a true collaboration, deliver the goods on deadline, commit to producing editorial which adds value for my audiences, whilst remaining sensitive to the demands of a burgeoning Inbox filled with PR fluff and poorly-veiled ‘editorial’ sales adverts…then maybe we can see a more productive interaction between editorial and PR in 2009.

Maybe.

That aside, Seaman’s observations are well worth a read: whether you’re running a newsroom or delivering PR.

Separating Journalism and PR

Great commentary and debate here on why journalism and PR should be separated in colleges.

Advice to PR people – Part II

An effective press release is like a perfectly-formed circle. It flows, ends where it starts. Seamlessly.

Or, at least, that’s the theory.

Too few of the press releases I have seen during my time in the Newsrooms of British magazines and newspapers in the past have been relevant, consistent, punchy, and factual from start to finish: more importantly, they need to carry ONE strand of information, ONE central News item to be conveyed, and ONE main media message. Not several bundled into one!

PRs take note and pay attention to the requirements of your primary audience in media relations – the needs of a time-strained Editor juggling to keep the publication on track. It is NOT all about your Client.

Too many PRs send press releases – many of which I can classify from the 250 I receive daily – containing too much information, most of it useless and simple fluff, rather than one key newsworthy, value-adding News item.

At times, of course, many PRs forget to even include one newsworthy element in a press release. It’s just irrelevant.

A regular and significant mistake made by PRs when conducting media relations via press release format is to attempt to cram too much information into the copy. Don’t. Keep it simple. Give Editors one message only.

The Editors you are liasing with will appreciate it, will be able to understand and decide quickly whether they want to proceed your press release to publication, and ultimately, can make the newsworthy judgement call quickly.

Simple fact of press release survival, for me, is this – if you don’t add value to my readership, your press release is binned. And none of us want to see a potentially good story being dropped because of sloppy, ineffective, ill-advised PR activity.