Trish Skram’s Blog

If you’re in public relations and/or media relations, you may have already or will at some point in your career organize a press conference when big news strikes. Hopefully it’s good news but sometimes we’re not so fortunate. When you have something to say that is new or needs to be communicated to your community FAST, it can be enhanced visually and through charismatic and knowledgeable spokespersons-that’s why a press conference is a great public relations tool. Let’s face it, there is no real formula to a successful press conference, but there are a few key points to consider that will help.

Last week, myself along with a few key individuals from within my department hosted, a press conference for my company. Learning of the news just 3 days prior to the event, it was a challenge but we managed to pull it off with ample press coverage and little snags along the way. I’m lucky to work with such amazing professionals. If you’re curious on our outcomes for this particular event, click here.

The most important factor to remember for a press conference or event is for the message(s) of your news to coincide with an issue(s) that may be on the media’s radar (timing). So, I’ve provided a list of questions to ask yourself when deeming if your news is worthy enough of a press conference and why?

Q1: Is this ‘really’ news?
Seems like a silly question, I know. But you’d be surprised how many PR people or management teams think certain things are really news, when in fact it is not. Do your research before you do anything! Talk with key individuals within your company and or client contacts. Find out what makes the news unique and how it compares to its direct competition. Does it enhance the industry, community or direct consumers? Think like a reporter, folks! Don’t just appease your clients. Would you tell a friend? If you’re still having a hard time deeming it as newsworthy – talk with someone who’s not in your direct circle of colleagues or friends. Talk to your spouse, far away relative or chat with your friends in the industry. Would they deem it as news?

Q2: Do I have statistical evidence to present to our audience?
Reporters LOVE statistics. And if you don’t provide numbers, they will ask. If your spokespersons aren’t prepared, you have a big issue on your hands because the messages could be skewed. Be sure to use good audiovisual materials to enhance your information. Charts, graphs, pictures, and other visuals should be large enough to be seen from a distance or provided in the press packets or media kits. They should deliver the point you want to make in effective and attractive ways.

Also, don’t hold a press event without materials. Be sure to put together media kits or public relations writing that includes an agenda, background information on the issue being addressed, brief bios of your panelists or speakers and other materials that support your issue.

Q3: Do I have the right venue?
Make sure the venue is appropriate. Is there parking nearby, many entrances, etc? If inside, a small room is better than a large room. Know how the room is set-up (a podium, sound system, good place to hang a banner). If the event is outside, be sure there is space for people to gather, what is the best angle for visuals? Is there room for cameras? How is the lighting? Audio? Don’t make it hard for reporters and journalists.

Q4: What’s the appropriate time to host an event with this kind of news?
Make sure the location you choose will accommodate the media. Research reporter deadlines and circulation. In my experience, a news conference should be held in the morning or early afternoon so the media have time to develop and edit their stories. Monday through Thursday are considered the best but I’ve found that Friday works too. Always allow extra time with your spokespersons for interviews before and after the conference.

Q5: Do I have enough time to pitch? Will it be picked up?
The way you get the word out to your media lists is very important – we all know that. Announce the conference with a news release, but hold the important information for the event. The invite or press release should be released 3 to 5 days before the event to give the media enough time to schedule a reporter to cover it. However, news isn’t always so convenient. You may only have a day or a few hours so be prepared to work fast. If you do have time, follow up with a phone call the day before.

Q6: If I hold a news conference and no one comes, will I lose face with the spokespersons as well as with my media contacts?
It’s simple. Yes, you can! No one like to be embarrassed or lose credibility, which can be lost fast with both your spokesperson and media contacts if you lack attendance. I’ve held a press event with little attendance, yes … and it was because the news was over communicated prior to the event, making it less newsworthy. Be sure to weigh other news as well. What’s happening in your community? The field? Will it outweigh your news? Ask yourself these questions before hosting and organizing. The last thing you want to do is lose your credibility in the midst of poor planning.

Q7: Are my spokespeople interesting to watch on TV or listen to on the radio?
Feature good speakers who are experts or community leaders. Always ask yourself, “Is this person interesting enough to watch on TV or listen to on the radio?” Before the news event, discuss the agenda with your speakers, explain the questions they might anticipate, and practice the answers they should provide. Develop talking points that communicate your key messages. Make sure that each speaker is addressing a different topic and not repeating information given by another speaker. These points may seem basic, as we’ve learned them and lived them day-to-day, but you’d be surprised what we can lose sight of when things get busy.

Q8: Are my spokespeople prepared? For anything and ANY question?
This is challenging and the most difficult part of a news conference. If you don’t prepare your spokespersons with a list of tough or controversial questions, you could be setting your, your client organization up for failure. Go through a mock Q and A. You may have to switch up your spokespersons in the last minute and that’s OK. The last thing you want to do is turn your positive coverage into a negative.

Photo courtesy of http://istockphoto.com

Remember, these are a list of the questions that I used in my experiences. So, what would you add? If you have tips to add that have helped you in your job, please share.

Technorati Tags: how to host a press conference, media relations, public relations, Random "Trish" Thoughts

You get a message on Twitter that says, “thanks for following me. Find out how you can get a following or get friends on Facebook by clicking here …” or “Need more success? It’s easier than you think. I’ll give you my secret guide for FREE! Click here …” Ugh. Lately, Twitter has been notorious for direct messages like this AND spam avatars who send out messages that are just plain annoying. Sad but true.

But it doesn’t stop there. In this day and age, there are a lot of folks out there looking for a quick buck and they’ll do anything to make you think they are your go-to business success answer. Again, sad but true. There’s a lot of warning signs to find out if your social media (SM) consultant is a fake (or well, not worth the investment). These bullets are based on how they portray themselves online. Here are a few key things to look for to find out if your SM person is a fake.

Google ‘em. Are they there? Simply stated, folks. Do they show up a few times? Better yet, do they show up at all? If not, you’ve been bamboozled. If they don’t have solid links to justify they are indeed a SM expert, they probably just discovered social media in the last six months. Google or any search engine can really be on your side in this case.

Their connection ratios are off, way off. Example: If they are following 4,000 people on Twitter, but only have 200 or so following them. Or they have a Facebook page but, it reaks of bad character (e.g. no comments, interaction, friends, links)? I know a few SM/PR people that only have 500 followers, but they follow back hundreds as well. You don’t have to have 10,000 followers or friends to know what you’re talking about. It’s how and what you say when you tweet. You can really tell a lot about a person by how and what they say when they tweet. Really, folks … would you dine with a chef who didn’t even eat their own food? I think not. Read their feeds and ask yourself these questions:
• Are they sending out quality, worth-while educational links that pertain to your industry?
• Do they engage in conversation with other people (especially other social media professionals?)
• Do they tweet at least once a day?
• Do they talk about their own SM success stories?

They claim to know everything. Nobody knows everything about social media. Not even the best of the best. Social media is evolving every day. It’s shifting constantly and making new paths. It’s impossible to know EVERYTHING. It’s a good thing to not know everything. It shows they are willing to adapt, change and most of all, learn.

They call themselves a “social media guru.” WARNING! WARNING! WARNING! Watch out for the over-excessive, boastful, have-no-idea-what-I’m-saying powerhouses. Professionals who show a thing or two about social media for you (or their clients) but have no personal online presence themselves is like saying you endorse a product and say “it’s the best” when you’ve never tried it or believe in it yourself. Eek!

All talk and no strategy. Or no talk about what you want to accomplish. It’s easy for agencies to drum up business with clients who have no solid knowledge in SM strategy because they tell you a blog is necessary because, well, everyone else has one. I sometimes get this within my own company. Executives think we should dive in to all tools, when in fact, it’s not necessary because it doesn’t fit the strategy or mission. A good consultant will make sure your goals align with your mission and vision. That’s where true, effective social media success stems from.

There are several more warning signs, folks. @PRsarahevans of Sevens Strategy and @skydiver (aka Peter Shankman) put together a more expansive list in July.

I’m not sure there is such thing as a social media guru or expert because the SM work is changing so much. What do you think? Weigh in below via comments.

Image courtesy of www.seobook.com

Technorati Tags: fake SM consultant, PR gal, public relations, public relations professionals in Wisconsin, Random "Trish" Thoughts, SM posers, social media

I like to talk with my friends and colleagues in the PR and communication world—what makes them happy and successful in their careers. Not only does it help us focus on our strengths but it also allows us to learn from one another—especially me. I read a blog post on LAF called Three Signs you’re a PR pro (very good read) and was inspired to list the top skills (I think) every good communicator should know and practice DAILY.

#1 Tell a story that captivates people’s attention. As communicators, we have the ability to tell a story. In my opinion, it’s one of the main reasons I love my job. Especially in health care. WOW! If you can captivate attention with friends and your business colleagues and clients, you’re golden!

#2 Be connected and build your own inner circle. Network, network, network! Engage in as many conversations as you can, go to fun events and establish connections online. Which brings me to #3.

#3 Establish an online presence. You work hard to create a presence at work and with your important stakeholders, right? Why not do that online too. Everyone is online these days and social media is a great tool for creating and communicating your personal brand. Build it and they will come!

#4 Deliver bad news. Yup, bummer. But it does have to be done from time-to-time. I’ll be blogging more in depth about this one soon.

#5 Manage time. Be a focused juggler. Many of us work on several projects or accounts at the same time. You’ll have to manage your time effectively and provide each project and account with the appropriate attention at the appropriate time. Learn how to prioritize effectively.

#6 Remember names. I can’t stress this enough when I talk to other communicators. Read Networking 101 for my easy way of remembering names.

#7 Listen carefully to others. The more you listen and the less you talk, the more you will learn and the less you will miss. Not everyone will agree with this one but I’m a natural listener …

#8 Get in front of people and talk. Or give a short informational speech. I’m working on this one as I write (I’m still not fully comfortable). At the next company meeting if your boss asks you to explain what you’ve been working on over the last month, a short, clear, informative response is surely your best bet. “Duh…” won’t cut it.

#9 Know how to take a good picture. As mentioned in #1, telling a good story often involves a photo. If you’re like me, you have a digital in your handbag or car at all times and one in your phone. You never know when news will strike. Be prepared, always.

#10 Take useful notes. Go back to your days in college. Remember all the notes you took class-after-class. Never forget those skills because useless notes are useless, and not taking notes can be a recipe for failure.

#11 Be communicative. You can’t be shy. Hone in on your skill as a communicator, including writing and public speaking. Find out how you communicate best and embrace it.

#12 Make a good first impression. The first and utmost important thing to know and remember is that you have the control and all the power over the impression you make on your circle of connections.

#13 Be creative & open-minded: Be able to develop interesting story ideas to promote your organization, service or client. Think outside of the box!

#14 Be team-oriented: Working together with colleagues to brainstorm story or promotional ideas are one of the best parts of PR and communication. I love team collaborations and I never go full-force in to a project without consulting my colleagues and online PR community. I love you all!

#15 MEDIA-RELATIONS SPECIFIC: Be persistent but yet sensitive. PR people especially: rejection is part of the game; don’t take it personally. I learned this the hard way early in my career. I was so bummed out when something didn’t pan out the way I planned or a reporter didn’t bite on my awesome idea. Keep trying. Find another angle, pitch another idea to your boss, find something else that tells a good story. However, remember to be sensitive to reporter’s deadlines, time and opinions.

#16 Be passionate. I can’t stress this enough. Love what you do and believe in the products, clients and organizations that you represent. It will shine in your work, always.

I know you’re reading this and thinking, “I would add this too.” Please do! What would you add to this list?

Technorati Tags: 16 tips for PR people, PR gal, public relations, Random "Trish" Thoughts, skills for every PR person and communicator