Showing posts with label news media. Show all posts
Showing posts with label news media. Show all posts
Sunday, January 27, 2013
Monday, March 21, 2011
Walter Cronkite on Liberal Journalists
"I believe that most of us reporters are liberal, but not because we consciously have chosen that particular color in the political spectrum. More likely it is because most of us served our journalistic apprenticeships as reporters covering the seamier side of our cities -- the crimes, the tenement fires, the homeless and the hungry, the underclothed and undereducated.
"We reached our intellectual adulthood with daily close-ups of the inequality in a nation that was founded on the commitment to equality for all. So we are inclined to side with the powerless rather than the powerful. If that is what makes us liberals so be it, just as long as in reporting the news we adhere to the first ideals of good journalism -- that news reports must be fair, accurate and unbiased. That clearly doesn't apply when one deserts the front page for the editorial page and the columns to which opinion should be isolated.
"The perceived liberalism of television reporters, I am convinced, is a product of the limited time given for any particular item. The reporter desperately tries to get all the important facts and essential viewpoints into his or her piece but, against a fast-approaching deadline, he or she must summarize in a sentence the complicated story. That is where the slippage occurs, and the summary too frequently, without intention, seems to emphasize one side or the other.
"(The answer to that problem, as with much else in television news, is in more time for the dominant evening newscasts. In our ever more complicated and confusing world, those newscasts need an hour.) Incidentally, I looked up the definition of 'liberal' in a Random House dictionary. It gave the synonyms for 'liberal' as 'progressive,' 'broad-minded,' 'unprejudiced,' 'beneficent.' The antonyms it offered: 'reactionary' and 'intolerant.' I have always suspected those fine folks at Random House of being liberals. You just can't trust anybody these days."
Walter Cronkite
"We reached our intellectual adulthood with daily close-ups of the inequality in a nation that was founded on the commitment to equality for all. So we are inclined to side with the powerless rather than the powerful. If that is what makes us liberals so be it, just as long as in reporting the news we adhere to the first ideals of good journalism -- that news reports must be fair, accurate and unbiased. That clearly doesn't apply when one deserts the front page for the editorial page and the columns to which opinion should be isolated.
"The perceived liberalism of television reporters, I am convinced, is a product of the limited time given for any particular item. The reporter desperately tries to get all the important facts and essential viewpoints into his or her piece but, against a fast-approaching deadline, he or she must summarize in a sentence the complicated story. That is where the slippage occurs, and the summary too frequently, without intention, seems to emphasize one side or the other.
"(The answer to that problem, as with much else in television news, is in more time for the dominant evening newscasts. In our ever more complicated and confusing world, those newscasts need an hour.) Incidentally, I looked up the definition of 'liberal' in a Random House dictionary. It gave the synonyms for 'liberal' as 'progressive,' 'broad-minded,' 'unprejudiced,' 'beneficent.' The antonyms it offered: 'reactionary' and 'intolerant.' I have always suspected those fine folks at Random House of being liberals. You just can't trust anybody these days."
Walter Cronkite
Sunday, February 20, 2011
The Real Reality Show
From the Chicago Tribune...
One of the most powerful things about television is the illusion it lends viewers of being somewhere else — in the midst of the action — effortlessly, comfortably, safely. From our living rooms, we can go into space, under the sea and anywhere in between under any conditions while others dutifully accept the dangers of taking us there. So there is a certain level of detachment as we siphon their adrenaline rush from our living rooms, whether watching a football game played in weather better suited for the Iditarod sled-dog race or getting dropped into the heart of a revolution.
But you had to feel it in the pit of your stomach when CBS said Tuesday that "60 Minutes" correspondent Lara Logan was in a hospital, recovering from a beating and sexual assault she suffered at the hands of a mob while covering the Tahrir Square celebrations in Egypt the day that Hosni Mubarak stepped down as president last week.The media, like politicians, have drawn a lot of criticism of late, not all of it unjustified. You may not be a fan of a particular organization or individual. You may question who gets sent where and when and why. You can scrutinize the work they do. But never question the dedication of those who put themselves at risk. Never underestimate the difficulties and dangers. Never forget the cost, not just for the organizations that send newspeople into the middle of a situation like Cairo, but for those who get sent and the others in their lives. "You have the Middle East in complete turmoil," NBC News boss Steve Capus said in an interview the other day. "These are incredibly important times. Perhaps it's a quaint notion, but investing in news at a time like this, to me, makes sense. The audience is hungry for it." It's only when you pause to think of it that you recognize the potential danger they and their crew were in, even while taking precautions. So pause.
Chicago Tribune
One of the most powerful things about television is the illusion it lends viewers of being somewhere else — in the midst of the action — effortlessly, comfortably, safely. From our living rooms, we can go into space, under the sea and anywhere in between under any conditions while others dutifully accept the dangers of taking us there. So there is a certain level of detachment as we siphon their adrenaline rush from our living rooms, whether watching a football game played in weather better suited for the Iditarod sled-dog race or getting dropped into the heart of a revolution.
But you had to feel it in the pit of your stomach when CBS said Tuesday that "60 Minutes" correspondent Lara Logan was in a hospital, recovering from a beating and sexual assault she suffered at the hands of a mob while covering the Tahrir Square celebrations in Egypt the day that Hosni Mubarak stepped down as president last week.The media, like politicians, have drawn a lot of criticism of late, not all of it unjustified. You may not be a fan of a particular organization or individual. You may question who gets sent where and when and why. You can scrutinize the work they do. But never question the dedication of those who put themselves at risk. Never underestimate the difficulties and dangers. Never forget the cost, not just for the organizations that send newspeople into the middle of a situation like Cairo, but for those who get sent and the others in their lives. "You have the Middle East in complete turmoil," NBC News boss Steve Capus said in an interview the other day. "These are incredibly important times. Perhaps it's a quaint notion, but investing in news at a time like this, to me, makes sense. The audience is hungry for it." It's only when you pause to think of it that you recognize the potential danger they and their crew were in, even while taking precautions. So pause.
Chicago Tribune
Friday, December 18, 2009
News Anchor Bob Losure Unplugged
What a pleasure to talk with a journalist who's covered the biggest stories in the last few decades and retained his sense of humor. Learn from his perspective.Soundbite Coach: Bob, you have had a wonderful career, from reporting in major markets to anchoring at CNN and emceeing events and debates all over the country. How has the news industry has changed since you first got into it?
Bob Losure: Lorri, we've seen huge technological changes in just the past ten years. Miniaturization of cameras and uplink equipment. Laptops to edit on in the field. And that leads us to ....smaller budgets. Fewer anchors with larger salaries. Reporters who shoot, edit, produce, write, blog, maintain websites, and work for less money, factoring inflation in, than I did when I began in TV news in '76 in Tulsa, OK. It's no secret that news departments have been turned over to station management and sales departments. With the advertising downturn, more is being done with fewer people. The average reporters have less experience on their resume than they did 15 years ago. have too many duties to spend more than half-a-day on any story, and must move up from city to city if they want a salary increase. Bizarre stories that are tabloid in nature, stories that former NBC anchor Tom Brokaw refers to as "distractions," are making it on the air in place of anything hard-hitting or investigative in nature. And so stories that I think are important in holding government officials accountable, and explaining real problems festering in cities are not covered, and if they are, not by people who have a history of that particular city.
Do I see some bright spots in this rather gloomy assessment? Definitely "Yes." Today's reporters/shooters are developing a whole new generation of journalists who can work far faster than my generation. They are more diverse--women who have now become the majority on-air, and minorities of all ethnicities. News is delivered from more sources. Yes, newspapers are a dying breed, but internet sites, including those of TV stations, allow you to access print and video in seconds, and respond with your own e-mail and your own blog. And I also see a hyper-local explosion in the media, sometimes in partnership with TV stations and newspapers, where more websites target specific neighborhoods, giving instantaneous information from crime to weather to sports to business news in a very short news cycle.
SC: Tell us what you are doing these days. How can people use your skills?
BL: As a cancer survivor, I've been doing cancer survival speeches since 1992. I've branched out into commercials and infomercials on-camera, corporate videos and hosting "live" events for companies, and narrating for ESPN2's Territories Wild outdoors show for the past 8 years. Video clips from my various appearances, and contact info are on my website at http://www.boblosure.com/
SC: Tell us about some of the most interesting or exciting events you have covered.
BL: Briefly, the San Francisco earthquake in 1989 and the Huntsville Alabama tornado in 1990 stand out. I did "live" reports on major breaking news for various network affils for CNN Newsource, and enjoyed being in the field immensely. In the case of the SF quake, the Marina District of the city became became a crush of sidewalks and houses buckled into the air from the concrete separation below. I was flown there from Atlanta, and quickly joined a chorus line of anchors--including Sam Donaldson, Tom Brokaw and Diane Sawyer-- all standing six feet apart and all starting to speak simultaneously at the top and bottom of the hour as their newscasts began. Staying focused is everything, or you end up mimicking the anchor next to you.
A similar scenario of confusion happened to me in Huntsville, Alabama a year later. I was doing "live" reports for local stations from the scene of a tornado that had destroyed much of the main thoroughfare of Huntsville. It was dark, cold, and a steakhouse behind me was a pile of rubble. All we could do was hook up our one light and our phone patch to the steakhouse's electrical box. As I began my report, the lines got crossed somehow, and a guy started ordering: "Hey Mac, I'd like three chicken fried steaks, four baked potatos, a couple of those cobbettes. Hey can you hear me?..." Yes, I heard him...loud and clear. I couldn't turn his volume down in my ear, but fortunately no one else was hearing him. My worry was that I was going to say "We have 16 people injured...and three chicken fried steaks." That guy may still be on the phone today.
SC: Bob, that's funny. And you have to keep your sense of humor when you cover such tragic events. You have interviewed or worked for some of our generation’s most colorful characters, such as Ted Turner and Donald Trump. Do you have a behind-the-scenes story about one of these larger-than-life personalities?
BL: Ted Turner brings back many vivid memories. When I first went to work for CNN Headline News, we were in the basement of an old four-story community center at 1050 Techwood Drive in Atlanta. Ted Turner had a penthouse on the 4th floor and would come down frequently in the middle of the night to the Hard News Cafe to get a snack. He more than once poked his head into the Headline Newsroom, and I was there to greet him on a nightly basis, since I anchored the 3 a.m. - 7 a.m. shift. One night he looked at me and asked "How do you read this stuff every night?" to which I snapped back the reply, "Because you pay me." I'm glad he took that little retort the right way, because I was fortunate to spend the next 12 years there, most of it during daylight hours in much bigger building called CNN Center. Ted, incidentally, still watches over CNN Center. Although losing an estimated six billion dollars in the AOL-Time-Warner merger several years ago, I think he still has a great fondness for what he started. His office is on Luckie Street in downtown Atlanta on the top floor above his Ted's Montana Grill, with the CNN Center in view. As he puts it, "I wanted an office right here so I could keep my eye on 'em, and if they need help, I can rush right over."
SC: Bob, what do most newsmakers do wrong when they are being interviewed?
BL: Most of them--politicians and corporate spokesmen alike--talk too long, repeat themselves, and don't think ahead to what out-of-the-blue questions they might have to answer. And if they say "No comment," that's definitely the wrong answer. Spokesmen need to anticipate tough questions, always dress appropriately and give direct answers, avoiding the stammering and "uuuhhh" pauses that create such a distraction. And they have to be positive and not carry "an attitude." If they address the interviewer (or newsperson) in a condescending tone, or in one of dis-interest, they more often than not come out the loser.
SC: What advice would you have for business owners who find themselves with a crisis on their hands and reporters pushing microphones into their chins?
BL: Keep your sense of humor. Let me repeat that. Smile, keep moving...and keep your sense of humor. Trying to "get even" with a pushy interviewer just doesn't work. They have all the time in the world to edit your comments so you'll look like the bad guy. If you have "no comment," work around the edges of it, saying "I can't say anything at this time, but at the appropriate time I'll make a statement." And if you're walking from a building to a car, or vice-versa, gently move that way, and do it with a pleasant look on your face--even if you're not exactly in the best of moods.
SC: What advice do you have for those running for office who are in a televised debate?
BL: Don't challenge the questioner or moderator. I've moderated many television debates, and when I'm challenged that the question is not pertinent or too vague, I ask the question with a "Hopothetically, if someone were to ask..." and if they don't answer it, I move on down the line and ask the other candidate or debater the same question.
Also, I advise debaters to keep their cool and stick with the issue, not their opponent's personality. I know that's all you see in these shout shows on the cable networks, but you can be passionate about an issue without trying to make it personal. Most people will already have made up their minds on an issue before they hear you, which is why just plain facts with no shots over the bow of the ship can give you the edge over your opponent's loud response.
SC: What else would you like to add?
BL: On the issue of answering tough questions, I had what should have been a "softball" question thrown my way once, and I think I gave an honest answer. I was asked in a radio interview what story in all my years of broadcasting I thought I had covered the best. I was stumped. I was literally without a comeback. Then I told the truth as I see it. There was no story I could say I covered the best...though I may have done a few that came close to the best of my ability. In TV news, TIME is a huge factor. Getting all sides of a story, giving the history of a story, getting compelling pictures of the story seldom happens for a local reporter with half-a-day to get all the pieces in place. But I'm not giving up. Observing some of the masters like Frontline, Nova or The History Channel might just get me a little closer to that goal.
SC: Bob, thanks for your time and insight. To get in touch with Bob or to read an excerpt from his book, go to www.BobLosure.com.
Saturday, October 31, 2009
Press Releases and Pitches
I have been getting lots of questions about press releases, so here's some advice. Yes, journalists still read press releases, but it seems pitches are made more often and press releases are part of the supporting material once an interview is booked.
Pitches come in the form of an email or a phone call. If a reporter wants more information before confirming, he or she will usually request the press release.
The great thing about writing a press release is that it can be re-purposed:
1. Use them as blog entries.
2. List them in the “Press” or “News” tab of your website—this is where journalists go to research your organization.
3. Print them out and put them in packets you send to potential clients and investors.
4. Link to them in the social media outlets you use, such as LinkedIn and Facebook.
Here are ways to make your press releases effective:
1. Keep them short.
2. Have an attention-grabbing headline.
3. Answer who, what, when, where, why and how.
4. Include a quotation from the newsmaker.
5. Have contact information prominently displayed.
6. Put a date on them.
7. Do not exaggerate—be as accurate as a textbook.
8. Do not call to ask if it’s been received—reporters hate this intrusion.
With newspaper, radio and television outlets reducing their staff size for economic reasons, producers and editors are looking for shortcuts. And that means in some instances, your press release—if well-written—may end up, copy unchanged, as a news story.
Pitches come in the form of an email or a phone call. If a reporter wants more information before confirming, he or she will usually request the press release.
The great thing about writing a press release is that it can be re-purposed:
1. Use them as blog entries.
2. List them in the “Press” or “News” tab of your website—this is where journalists go to research your organization.
3. Print them out and put them in packets you send to potential clients and investors.
4. Link to them in the social media outlets you use, such as LinkedIn and Facebook.
Here are ways to make your press releases effective:
1. Keep them short.
2. Have an attention-grabbing headline.
3. Answer who, what, when, where, why and how.
4. Include a quotation from the newsmaker.
5. Have contact information prominently displayed.
6. Put a date on them.
7. Do not exaggerate—be as accurate as a textbook.
8. Do not call to ask if it’s been received—reporters hate this intrusion.
With newspaper, radio and television outlets reducing their staff size for economic reasons, producers and editors are looking for shortcuts. And that means in some instances, your press release—if well-written—may end up, copy unchanged, as a news story.
Sunday, July 26, 2009
The Future of News and Public Relations
I've been a fan of Jeff Brady's for years. I first met him on the night he was the best man in our wedding. He has been a reporter and anchor in the Yuma, Tyler, San Antonio, Shreveport and Dallas markets, so you may have seen him on the air. He recently left the newsroom to start Brady Media Group. His perspective about the direction of news is fascinating.
Jeff: We are a Dallas-based PR, consulting and content development agency made up exclusively of journalists. We KNOW the news: the fundamentals of how it is produced, the tempo, the deadlines, the “recipe” and how to attract the interest of a reporter. We understand how to pitch a story to a working journalist because we’ve been there ourselves.
But what does "content development" mean? Well, by that I mean the media content housed on your website. Do you have a blog? A podcast? A video blog? A digital newsletter? Current articles or press releases? What about a video clip to convey your brand identity for the next generation of media-savvy consumers? We can produce all of that. Out-source your newsroom to us. We’re the professional story-tellers.
The clients we currently target are medium and small businesses that are either dissatisfied with their current marketing, advertising or PR strategy. Or those that have never tried PR in the first place. We come at it from a different perspective, and most clients like the “insider knowledge” we bring to the table.
Lorri: How is the Brady Media Group different than other PR agencies?
Jeff: As you know Lorri, the vast majority of publicity agents have never worked a single day in a newsroom.
The analogy I provide is taking your car to be repaired by a mechanic who’s never driven a car. It just doesn’t make sense. Why would anyone try to solicit favorable coverage in the news media by paying an advisor who’s never done the work?
Not only do we have the DNA of journalists, but each member of my team has a pretty hefty Rolodex (or Outlook Directory) filled with our former colleagues in newsrooms all across the state – and the country.
Lorri: You say that “public relations” has a negative connotation in newsrooms.
Jeff: Name one PR agent whose help or involvement you enjoy. I would challenge any working journalist to name three. It’s almost impossible.
Again – as you know – the typical relationship between the reporter and the publicist is one of grudging tolerance. As a journalist, you typically feel that you HAVE to put up with the meddling, opinionated interference of the PR rep because it’s the ONLY way to get the story.
If there were any other means, you’d do it. Right?
Moreover, during my entire 18-year career in TV news, I can’t think of a single PR agency I would turn to – in good faith – as a resource in a pinch. And yet that’s exactly what’s happening to me and to my friend and colleague, Jeff Crilley. He has a very similar publicity agency here in Dallas. And our story ideas and clients have now become almost invaluable to friends and former co-workers who may need help on short notice. They will call to ask about a reliable source who can speak on the "topic of the day." And we usually come through!
Lorri: What is the future of television news?
Yikes. This is the tough one. Short answer: most major network TV news operations will survive in their current form.
Most local TV new operations will NOT. The business model is disappearing like ice on a summer sidewalk. A recent report projected that 2009 local TV ad revenue will drop up to 30% this year alone.
Of course, there are a lot of reasons – including the recession and the staggering auto industry.
But advertisers are simply following the audiences – and migrating to other platforms. If ad revenue drops, that means the station’s entire budget drops: payroll, equipment, travel, overtime, etc.
So imagine the task of a local TV General Manager: reduce the budget by 30% but produce the same amount (or more) original content – and make it better than ever – to attract an audience that is more media-savvy than ever!! It is not sustainable.
Lorri: News is covered differently than it was when you started reporting. What happened?
Jeff: Newspapers are going bankrupt because they are using an archaic technology (ink on paper delivered by hand) and because they are giving away their best content. (Why should top-notch journalism be free online when the phone companies have trained us to pay 25 cents for a TM??)
Most big newspaper ownership groups are in a financial tailspin and doing anything to survive. Most will not. The reporting suffers when the business is going through such convulsions that it can no longer pay for the best talent. (I wrote a blog entry about “The Newspaper Fix” – you should check it out at http://www.bradymediagroup.com/!!)
As far as TV, when Walter Cronkite (rest his soul) commandeered CBS, the fundamental goal was to do the job of reporting what every American needed to know. Then TV became highly profitable. Then the journalists in charge of the networks and local stations sold out to non-journalists (in the 70s and 80s), and then it became all about the profit margin. Then the newsrooms became more focused on “what will people watch” instead of “what do people need to know.” That’s why we have so many blaring cop-chases and health scares on local TV news.
In addition, there are too many people "under the tent" calling themselves journalists. Not everyone with access to a TV camera and a microphone is qualified to deliver the news. I fully support the notion of “accredited” news agencies. But I digress…
Lorri: Do you think every newsmaker needs a publicist or a company like yours, or can people do this on their own?
Jeff: Most people can absolutely do it on their own. No question. It’s not nuclear physics. PR is a sales job. It involves making a sales call with YOUR story or YOUR company or YOUR brand in mind. Sell, sell, sell. Know the audience (the journalist to whom you are speaking). Make it sexy. Leave 'em wanting more.
At the same time… with my U.S. Marine Corps training, I can wash, starch and iron my own shirts. But I don’t. Instead, I outsource that work to experts who are much more efficient and effective. The same can be said for media exposure.
Lorri: What else would you like to add?
Honestly, I believe we are on the verge of an era in which most people don’t need to worry about soliciting the attention of mainstream media. Instead, most people need to spend more time developing their OWN media… with the help of an expert consultant, or course!
Have you read The New Rules of Marking & PR by David Meerman Scott? If not, check it out. With increasing high-speed Internet access, more companies, entrepreneurs and non-profits are learning that a steady stream of unique and compelling content on their own website is the best PR in this day and age. So I tell most clients that they need to start a blog and then create a channel on YouTube. And develop a better brand using these new platforms to reach a vibrant new audience. Most of whom are not watching TV or reading newspapers, anyway.
Lorri: Thanks for your time and insight, Jeff. And all the best wishes to you in this new endeavor!
Jeff: We are a Dallas-based PR, consulting and content development agency made up exclusively of journalists. We KNOW the news: the fundamentals of how it is produced, the tempo, the deadlines, the “recipe” and how to attract the interest of a reporter. We understand how to pitch a story to a working journalist because we’ve been there ourselves.
But what does "content development" mean? Well, by that I mean the media content housed on your website. Do you have a blog? A podcast? A video blog? A digital newsletter? Current articles or press releases? What about a video clip to convey your brand identity for the next generation of media-savvy consumers? We can produce all of that. Out-source your newsroom to us. We’re the professional story-tellers.
The clients we currently target are medium and small businesses that are either dissatisfied with their current marketing, advertising or PR strategy. Or those that have never tried PR in the first place. We come at it from a different perspective, and most clients like the “insider knowledge” we bring to the table.
Lorri: How is the Brady Media Group different than other PR agencies?
Jeff: As you know Lorri, the vast majority of publicity agents have never worked a single day in a newsroom.
The analogy I provide is taking your car to be repaired by a mechanic who’s never driven a car. It just doesn’t make sense. Why would anyone try to solicit favorable coverage in the news media by paying an advisor who’s never done the work?
Not only do we have the DNA of journalists, but each member of my team has a pretty hefty Rolodex (or Outlook Directory) filled with our former colleagues in newsrooms all across the state – and the country.
Lorri: You say that “public relations” has a negative connotation in newsrooms.
Jeff: Name one PR agent whose help or involvement you enjoy. I would challenge any working journalist to name three. It’s almost impossible.
Again – as you know – the typical relationship between the reporter and the publicist is one of grudging tolerance. As a journalist, you typically feel that you HAVE to put up with the meddling, opinionated interference of the PR rep because it’s the ONLY way to get the story.
If there were any other means, you’d do it. Right?
Moreover, during my entire 18-year career in TV news, I can’t think of a single PR agency I would turn to – in good faith – as a resource in a pinch. And yet that’s exactly what’s happening to me and to my friend and colleague, Jeff Crilley. He has a very similar publicity agency here in Dallas. And our story ideas and clients have now become almost invaluable to friends and former co-workers who may need help on short notice. They will call to ask about a reliable source who can speak on the "topic of the day." And we usually come through!
Lorri: What is the future of television news?
Yikes. This is the tough one. Short answer: most major network TV news operations will survive in their current form.
Most local TV new operations will NOT. The business model is disappearing like ice on a summer sidewalk. A recent report projected that 2009 local TV ad revenue will drop up to 30% this year alone.
Of course, there are a lot of reasons – including the recession and the staggering auto industry.
But advertisers are simply following the audiences – and migrating to other platforms. If ad revenue drops, that means the station’s entire budget drops: payroll, equipment, travel, overtime, etc.
So imagine the task of a local TV General Manager: reduce the budget by 30% but produce the same amount (or more) original content – and make it better than ever – to attract an audience that is more media-savvy than ever!! It is not sustainable.
Lorri: News is covered differently than it was when you started reporting. What happened?
Jeff: Newspapers are going bankrupt because they are using an archaic technology (ink on paper delivered by hand) and because they are giving away their best content. (Why should top-notch journalism be free online when the phone companies have trained us to pay 25 cents for a TM??)
Most big newspaper ownership groups are in a financial tailspin and doing anything to survive. Most will not. The reporting suffers when the business is going through such convulsions that it can no longer pay for the best talent. (I wrote a blog entry about “The Newspaper Fix” – you should check it out at http://www.bradymediagroup.com/!!)
As far as TV, when Walter Cronkite (rest his soul) commandeered CBS, the fundamental goal was to do the job of reporting what every American needed to know. Then TV became highly profitable. Then the journalists in charge of the networks and local stations sold out to non-journalists (in the 70s and 80s), and then it became all about the profit margin. Then the newsrooms became more focused on “what will people watch” instead of “what do people need to know.” That’s why we have so many blaring cop-chases and health scares on local TV news.
In addition, there are too many people "under the tent" calling themselves journalists. Not everyone with access to a TV camera and a microphone is qualified to deliver the news. I fully support the notion of “accredited” news agencies. But I digress…
Lorri: Do you think every newsmaker needs a publicist or a company like yours, or can people do this on their own?
Jeff: Most people can absolutely do it on their own. No question. It’s not nuclear physics. PR is a sales job. It involves making a sales call with YOUR story or YOUR company or YOUR brand in mind. Sell, sell, sell. Know the audience (the journalist to whom you are speaking). Make it sexy. Leave 'em wanting more.
At the same time… with my U.S. Marine Corps training, I can wash, starch and iron my own shirts. But I don’t. Instead, I outsource that work to experts who are much more efficient and effective. The same can be said for media exposure.
Lorri: What else would you like to add?
Honestly, I believe we are on the verge of an era in which most people don’t need to worry about soliciting the attention of mainstream media. Instead, most people need to spend more time developing their OWN media… with the help of an expert consultant, or course!
Have you read The New Rules of Marking & PR by David Meerman Scott? If not, check it out. With increasing high-speed Internet access, more companies, entrepreneurs and non-profits are learning that a steady stream of unique and compelling content on their own website is the best PR in this day and age. So I tell most clients that they need to start a blog and then create a channel on YouTube. And develop a better brand using these new platforms to reach a vibrant new audience. Most of whom are not watching TV or reading newspapers, anyway.
Lorri: Thanks for your time and insight, Jeff. And all the best wishes to you in this new endeavor!
Friday, June 19, 2009
Newsmakers can take advantage of social networking sites to get publicity. Reporters research blogs, Twitter, Facebook, LinkedIn and others to get story ideas and spot trends. Sometimes a short message such as, “I’m going to be on CNN tomorrow” will help a reporter realize that you have a message for her outlet, too. In fact, I saw an entry like that from a friend on Facebook and didn't even know he had expertise on the timely topic. When I found out, I scheduled him on my morning talk show.
Here are some tips:
1. Keep in mind that what you’re writing is fair game for a reporter. Would you want to be interviewed on your notes and tweets?
2. Consider establishing two accounts--a personal and a professional account. Only the food critics care what you had for lunch.
3. Watch the abbreviations. Although journalists can translate the acronyms, they are trained and drilled in grammar, spelling and punctuation. So an entry too challenging to read may have them glazing over your content.
4. Offer solid content—not just personal observations. Be helpful and become recognized as a resource.
Here are some tips:
1. Keep in mind that what you’re writing is fair game for a reporter. Would you want to be interviewed on your notes and tweets?
2. Consider establishing two accounts--a personal and a professional account. Only the food critics care what you had for lunch.
3. Watch the abbreviations. Although journalists can translate the acronyms, they are trained and drilled in grammar, spelling and punctuation. So an entry too challenging to read may have them glazing over your content.
4. Offer solid content—not just personal observations. Be helpful and become recognized as a resource.
Friday, October 17, 2008
Honesty is the Best Policy
Every other month or so, I present a "Mastering the Media" course to CEO's who belong to a terrific organization called Vistage.
When I speak to one of these think-tanks, at least one of the business owners has trouble with my advice to be honest with the news media. He or she insists that honesty could lead to lawsuits. But here's the rationale: I'm telling you to not lie, to not deceive, to not be deceptive. Lies and dishonesty come back to haunt news makers. Think of several high-profile celebrities and politicians, who, if they had told the truth in the first place, may not have been in such hot water. They may still have been impeached, lost their office, lost the lawsuit or gone to federal prison, but the court of public opinion might have prevailed.
In more explicit terms, you can be honest by saying something that is not saying anything at all. You never want to say, "No comment." But you can say something to that effect without lying. For instance, you could say, "I would love to tell my side of the story. But right now, my lawyers are asking me to refrain from doing so." The news media is happy--reporters have a soundbite-- your attorneys are satisfied, and you haven't told a whopper.
Honesty is the best policy.
When I speak to one of these think-tanks, at least one of the business owners has trouble with my advice to be honest with the news media. He or she insists that honesty could lead to lawsuits. But here's the rationale: I'm telling you to not lie, to not deceive, to not be deceptive. Lies and dishonesty come back to haunt news makers. Think of several high-profile celebrities and politicians, who, if they had told the truth in the first place, may not have been in such hot water. They may still have been impeached, lost their office, lost the lawsuit or gone to federal prison, but the court of public opinion might have prevailed.
In more explicit terms, you can be honest by saying something that is not saying anything at all. You never want to say, "No comment." But you can say something to that effect without lying. For instance, you could say, "I would love to tell my side of the story. But right now, my lawyers are asking me to refrain from doing so." The news media is happy--reporters have a soundbite-- your attorneys are satisfied, and you haven't told a whopper.
Honesty is the best policy.
Saturday, October 4, 2008
Opportunities Lost
If a reporter or talk show producer calls you, respond immediately. In this age of Blackberries, voicemail, smart phones and more, there is no excuse for waiting hours to return calls or emails... that is if you're serious about getting publicity.
One reason to get back at once is that your story may be topical or timely for that moment or day only, and if you let time go by, the producer could change his or her mind about wanting to interview you.
The scheduler may have had a hole to fill and was desperate. Your pitch wasn't that great, so when you finally got back to the coordinator, she had made other plans and was not interested in scheduling you for a future program. Or maybe she didn't trust you to get back to her in a timely fashion, so she doesn't want to risk working with you.
In a crisis situation, not getting back to the caller usually leads to your side of the story not being addressed in a news article or report. So if you ignore the press, you're likely to hear or read that you "were unavailable for comment" or "did not return our calls."
Don't bypass an opportunity by waiting.
One reason to get back at once is that your story may be topical or timely for that moment or day only, and if you let time go by, the producer could change his or her mind about wanting to interview you.
The scheduler may have had a hole to fill and was desperate. Your pitch wasn't that great, so when you finally got back to the coordinator, she had made other plans and was not interested in scheduling you for a future program. Or maybe she didn't trust you to get back to her in a timely fashion, so she doesn't want to risk working with you.
In a crisis situation, not getting back to the caller usually leads to your side of the story not being addressed in a news article or report. So if you ignore the press, you're likely to hear or read that you "were unavailable for comment" or "did not return our calls."
Don't bypass an opportunity by waiting.
Tuesday, September 23, 2008
Bias
I used to be naive enough--or optimistic enough--to believe that journalists were objective, fair, accurate and balanced. I still believe that most working reporters do their best to present each side of the story. But we all bring life's experiences/traumas/worldviews that keep us from being totally unbiased.
So my advice to you is listen, research and find out for yourself if the news outlet on which you are going to be interviewed leans to the left or right... or focuses on a special issue. Don't make assumptions: one television market's affiliates might be more or less sensational than the national brand.
More advice: don't stereotype reporters. They come in all political flavors. Most are more interested in writing a great story than they are pushing any agenda. In most cases, be fair and non-judgemental with a journalist and he or she will be fair and non-judgemental with you.
But do be careful.
So my advice to you is listen, research and find out for yourself if the news outlet on which you are going to be interviewed leans to the left or right... or focuses on a special issue. Don't make assumptions: one television market's affiliates might be more or less sensational than the national brand.
More advice: don't stereotype reporters. They come in all political flavors. Most are more interested in writing a great story than they are pushing any agenda. In most cases, be fair and non-judgemental with a journalist and he or she will be fair and non-judgemental with you.
But do be careful.
Wednesday, March 19, 2008
Lessons from the Campaign, Part Two
Since I promised to give coaching tips to each candidate, Mike Huckabee has dropped out of the race, but I'll still give him advice, since some of you may benefit. With each candidate, I'll explain how you can apply the tip to yourself.
Huckabee--Watch the 5 o'clock shadow, Governor. It makes you look tired. And don't complain during the debate about the questions and time you're not getting. Instead, inspire and make the most of every second.
For everyone: Make sure you don't need a touch-up shave for a late-night interview or speech. Focus on the positive instead of complaining. Reporters don't like nags.
John McCain--Don't get short and testy with reporters. They will just report on your temper again. Instead, invite them to another barbecue.
For everyone: Don't say things to reporters such as, "That's not news." Don't yell at reporters. Don't curse reporters. You'll likely end up on YouTube. Reporters don't like to be yelled at.
Hillary Clinton--Spend time with a voice coach. When you raise your voice in rallies or when making a point in a debate, your voice gets shrill, strained and flat.
For everyone: If you do a lot of interviews or a lot of speeches, your voice could be damaged or strained. Consider hiring a voice coach. Reporters get tired of grating voices.
Typically, you can find a speech or voice expert at your local community college. Help can be had for as little as $50 per hour.
Barack Obama--When you're on your game, you're engaging and inspirational. Every once in a while though, we get a cutaway during a rally or a debate and you appear to be stifling a yawn or going cross-eyed with fatigue. Get some rest.
For everyone: As media savvy as you may be, remember Vince Lombardi. The coach told his players, "Fatigue makes cowards of us all." Rest makes your skin glow and your voice resonate. Rest makes you think faster and articulate your thoughts easier. Reporters will get drowsy if you're boring. So keep them on their toes by being at your rested best.
Huckabee--Watch the 5 o'clock shadow, Governor. It makes you look tired. And don't complain during the debate about the questions and time you're not getting. Instead, inspire and make the most of every second.
For everyone: Make sure you don't need a touch-up shave for a late-night interview or speech. Focus on the positive instead of complaining. Reporters don't like nags.
John McCain--Don't get short and testy with reporters. They will just report on your temper again. Instead, invite them to another barbecue.
For everyone: Don't say things to reporters such as, "That's not news." Don't yell at reporters. Don't curse reporters. You'll likely end up on YouTube. Reporters don't like to be yelled at.
Hillary Clinton--Spend time with a voice coach. When you raise your voice in rallies or when making a point in a debate, your voice gets shrill, strained and flat.
For everyone: If you do a lot of interviews or a lot of speeches, your voice could be damaged or strained. Consider hiring a voice coach. Reporters get tired of grating voices.
Typically, you can find a speech or voice expert at your local community college. Help can be had for as little as $50 per hour.
Barack Obama--When you're on your game, you're engaging and inspirational. Every once in a while though, we get a cutaway during a rally or a debate and you appear to be stifling a yawn or going cross-eyed with fatigue. Get some rest.
For everyone: As media savvy as you may be, remember Vince Lombardi. The coach told his players, "Fatigue makes cowards of us all." Rest makes your skin glow and your voice resonate. Rest makes you think faster and articulate your thoughts easier. Reporters will get drowsy if you're boring. So keep them on their toes by being at your rested best.
Wednesday, October 10, 2007
Press Conferences
There are times when you might want to hold a press conference. When your company or organization has been hit by major crisis, for instance. Think Virginia Tech. Another time might be when good news is of such global proportions happens that people all over the world are interested. Think Iowa Septuplets or Nobel Peace Prize announcements.
Typically, the newsmaker will make a statement then take questions. It's good to let reporters in attendance know what's going on. Here are some ways to smooth your transitions.
TO BEGIN a PRESS CONFERENCE
1. My name is ___________________. It is spelled ________________. My title is _______________________. After I speak, our ___________________(title) will also speak. His/her name is _____________________ and it is spelled _________________.
2. After a short statement, I will take questions.
AFTER a STATEMENT
At this time, I welcome your questions. (Gesture, don't point to the reporter with a raised hand).
TO CLOSE
We must get back to taking care of this situation. Thanks for being here. We plan another press conference (tomorrow, in two hours, next week--make a promise you can keep).
Typically, the newsmaker will make a statement then take questions. It's good to let reporters in attendance know what's going on. Here are some ways to smooth your transitions.
TO BEGIN a PRESS CONFERENCE
1. My name is ___________________. It is spelled ________________. My title is _______________________. After I speak, our ___________________(title) will also speak. His/her name is _____________________ and it is spelled _________________.
2. After a short statement, I will take questions.
AFTER a STATEMENT
At this time, I welcome your questions. (Gesture, don't point to the reporter with a raised hand).
TO CLOSE
We must get back to taking care of this situation. Thanks for being here. We plan another press conference (tomorrow, in two hours, next week--make a promise you can keep).
Tuesday, October 2, 2007
When They Get It Wrong Again
When I was in Abilene, Texas last week speaking to newsmakers and public relations professionals, a common complaint was that reporters in the market were getting their facts wrong again and again. If I'd just heard this from one person, I might've thought she was having trouble communicating to the reporters. But I heard it from three different people. And they couldn't single out one station.
First, that scares me about what is going on in our journalism schools. If you're a professor, please make sure you're making a proper emphasis on credibility, accuracy and truth. If you're a student or recent graduate, know that the only good reputation you can earn is one based on reporting the facts.
Second, if this happens to you, take the steps I recommended in Abilene:
1. At every event, hand out a tip sheet or tip card... even if you've given it to the same reporter before. Just because she got it right last time doesn't mean she'll remember this time.
2. Hold an academy. One Fire Department's Public Information Officer got so fed up with the way the media reported incidents that he created a "school" in which reporters wear turnout gear, hold hoses and climb on ladders and engines. He strongly urges news directors in his market to let only those who have graduated cover his department.
3. Call the news director. Explain the steps you've taken to correct the situation with the reporter and give examples of mistakes that have aired. Ask the news director how you can help make sure the mistakes don't happen again.
4. Reward good behavior. If the reporter takes care and starts filing great stories, send a nice message on your letterhead. The reporter will hang this in her cubicle and file it with HR.
If none of these steps work, ask the news director to assign a different reporter to your events.
First, that scares me about what is going on in our journalism schools. If you're a professor, please make sure you're making a proper emphasis on credibility, accuracy and truth. If you're a student or recent graduate, know that the only good reputation you can earn is one based on reporting the facts.
Second, if this happens to you, take the steps I recommended in Abilene:
1. At every event, hand out a tip sheet or tip card... even if you've given it to the same reporter before. Just because she got it right last time doesn't mean she'll remember this time.
2. Hold an academy. One Fire Department's Public Information Officer got so fed up with the way the media reported incidents that he created a "school" in which reporters wear turnout gear, hold hoses and climb on ladders and engines. He strongly urges news directors in his market to let only those who have graduated cover his department.
3. Call the news director. Explain the steps you've taken to correct the situation with the reporter and give examples of mistakes that have aired. Ask the news director how you can help make sure the mistakes don't happen again.
4. Reward good behavior. If the reporter takes care and starts filing great stories, send a nice message on your letterhead. The reporter will hang this in her cubicle and file it with HR.
If none of these steps work, ask the news director to assign a different reporter to your events.
Monday, October 1, 2007
Quotes About News
"If one morning I walked on top of the water across the Potomac River, the headline that afternoon would read 'President Can't Swim.'"
Lyndon Johnson
"News is a contact sport."
Dan Rather
Lyndon Johnson
"News is a contact sport."
Dan Rather
Monday, September 17, 2007
The Heart of An Interviewee
Mellanie True Hills is on a mission to save lives. She is a heart health expert, speaker, coach, author of the award-winning A Woman's Guide to Saving Her Own Life and best-sellers on technology topics, and founder of the American Foundation for Women's Health and its non-profit atrial fibrillation patient resource, www.StopAfib.org. For her past interviews and resources for the media, check out her press room and the StopAfib.org press room.
Mellanie is doing so much right with the news media that I asked her to answer a few questions to help readers of this blog.
Lorri: Mellanie, you’ve made yourself a resource to reporters so that they come back to you every time there’s a women’s heart issue in the news. How did you create these relationships?
Mellanie: I believe in giving reporters what I'd want if I were in their shoes and in going the extra mile to help them put together the best story possible. Here are some of my philosophies in working with reporters:
· Respond immediately, making myself available whenever is most convenient for them (i.e., weekends, evenings, early, late, etc.)
· Ask what they want to cover and where they want the story to go so I can focus my comments and time with them most effectively
· Be flexible and help the writer shape the story
· Give as much time and information as they want, and provide information, tips, sidebar content, unique insights, and even other resources to round out the story (even sending them to my competitors since there is plenty to go around)
· Point them to my online press room for photos and other resources
· Offer to follow up in the future with new stories or an update for next heart month or stroke month—because of this, we frequently become "old friends" and there are several for whom I've done three, four, and five interviews over the past couple of years
Lorri: As a professional speaker and nice person, you definitely have great conversational skills. Do you have a conversational strategy when it comes to creating soundbites?
Mellanie: You're so kind. Thank you. I think that the sound bites and short stories that work well for speaking audiences also work well for radio, TV, and print, so I use those sound bites and stories in interviews.
In preparing for an interview, just like for a speaking engagement, I ponder what important lessons I've learned that would be valuable for the audience and think through how to make important messages easy to remember. Acronyms are good memory hooks, so I use those when possible, such as "LIFE" to remember the four symptoms of a woman's heart attack and "HEART" for the five simple steps to a healthy heart.
Alliteration also helps, so a favorite that is easy for audiences to remember is "Stress Hijacks Healthy Habits." These make great takeaways that readers and listeners not only remember, but easily share with others. Of course, for radio and TV, it helps to be so comfortable with your sound bites that they just roll off your tongue, especially tongue-twisters, as you don't want to mess up with a live audience.
Lorri: When you’ve been interviewed on TV, radio and for magazine articles, do you feel journalists have been fair?
Mellanie: Yes, they have all been professionals. Of course, when you are coming from a place of giving, with no specific agenda other than to convey information, journalists will usually be quite fair. While it's nice to have a plug for my book, giving the audience life-saving information is what the interview is really about; if they mention my book, which they almost always do, then that's gravy. If you give, true professionals give back.
While journalists have been fair, I can't say the same for bloggers, who usually aren't professional journalists like you. Some are professional, others are not. For some, anything goes, whether true or not. Misguided bloggers can post false and defamatory comments about you, and you have little or no recourse.
For example, one physician who blogs read a press release from our web developer mentioning their work on our non-profit atrial fibrillation patient resource, http://www.stopafib.org/. This physician leveled the completely false accusation in his blog that no patient could possibly understand medical procedures, and thus our site must have been written by the marketing department of a medical device company to skirt current regulations and that I was a pawn of this company. Nothing could be further from the truth – as an informed patient, I researched and wrote every word myself. Professional journalists would have checked their assumptions, but there are no rules for bloggers, so this one posted first, then called, and never admitted to me that he had blogged and leveled these charges. Thank goodness for Google News Alerts for the heads up. I commented at his blog to set the record straight, and he fired back with additional false accusations, which I refuted. He will never admit the mistake, nor apologize for the grief he has caused.
Lorri: What lessons have you learned?
There are many, but here are some of the top ones:
Some national media, such as the women's magazines, can be very difficult to get the attention of, but once you get that big national magazine story, the others are much easier to get. Better Homes and Gardens' Heart-Healthy Living magazine recently featured my story. It included my two brushes with death from heart disease and a near-stroke, my mission to save others from a similar fate, my recent surgery to cure my atrial fibrillation (an irregular heartbeat), and the non-profit atrial fibrillation patient site we recently launched. Now, more national magazines are interviewing me, and that's yielding more calls for speaking engagements. Patience and persistence pay off.
Press releases aren't just for the media anymore. They now serve a general Internet audience as consumers and companies follow them, too, and they turn up in search results. Press releases can yield more attention and web site visitors than some media coverage does.
Sometimes we get impatient to get certain "big" media, and even obsess over it, but I believe that if you build a platform and do good work, the media will come to you. Of course, you have to help it along at the same time by being a good resource and partner with them.
Lorri: What advice would you give others?
Mellanie: Some of these I've said already, but they bear repeating.
Go the extra mile and leverage every opportunity to help the media create awesome stories, including connecting reporters with others that can fill out the story. They will remember you and you may get extra coverage. For example, when the national magazine reporter called for a quote and some information for a sidebar to his story about what can go wrong with the heart, we spent a long time discussing my story, and he found my two heart issues compelling. We subsequently spent a couple of hours with my heart surgeons and did lots of back-and-forth e-mails to answer additional questions and clarify details. I also did two photo shoots and last minute fact-checking. All in all, that was a lot of time invested. Was it worth it? You bet. What started as a small sidebar to a story ended up as a four page feature spread in a national magazine, and I've developed a relationship with the team that puts the magazine together and can take them future ideas.
Be a good resource and build relationships because you never know where your contacts will end up. Focus on helping others, not yourself. Press releases are cheap and effective publicity, especially on the Internet.
Lorri: Do you think media coverage is helping get the word out about women’s heart disease?
Mellanie: Yes, it definitely is. We have come a long way in helping women know that heart disease is the #1 killer of women and that stroke is #3. What's important now is helping women and men take actionable steps to prevent heart disease and stroke and to lead a healthier life.
In addition to continuing to talk about women and heart disease, my new passion is raising awareness of atrial fibrillation, the most common irregular heartbeat. Fortunately I have had surgery to cure this devastating, and sometimes deadly, condition, but I can't just stand on the sidelines and watch others suffer. We've created a non-profit web site for atrial fibrillation patients, http://www.stopafib.org/, to provide the help they need to control their condition. Doctors, unfortunately, often underestimate the impact of atrial fibrillation on patients' lives, so we're trying to change that as well.
Lorri: Is there anything else you would like to add?
Mellanie: I think that being effective at getting the word out about what you do requires being patient and persistent, focusing on relationships with the media, and remembering that it's not about you, it's about others!
Thanks, Lorri, for the opportunity to share what I've learned in my media journey.
Mellanie is doing so much right with the news media that I asked her to answer a few questions to help readers of this blog.
Lorri: Mellanie, you’ve made yourself a resource to reporters so that they come back to you every time there’s a women’s heart issue in the news. How did you create these relationships?
Mellanie: I believe in giving reporters what I'd want if I were in their shoes and in going the extra mile to help them put together the best story possible. Here are some of my philosophies in working with reporters:
· Respond immediately, making myself available whenever is most convenient for them (i.e., weekends, evenings, early, late, etc.)
· Ask what they want to cover and where they want the story to go so I can focus my comments and time with them most effectively
· Be flexible and help the writer shape the story
· Give as much time and information as they want, and provide information, tips, sidebar content, unique insights, and even other resources to round out the story (even sending them to my competitors since there is plenty to go around)
· Point them to my online press room for photos and other resources
· Offer to follow up in the future with new stories or an update for next heart month or stroke month—because of this, we frequently become "old friends" and there are several for whom I've done three, four, and five interviews over the past couple of years
Lorri: As a professional speaker and nice person, you definitely have great conversational skills. Do you have a conversational strategy when it comes to creating soundbites?
Mellanie: You're so kind. Thank you. I think that the sound bites and short stories that work well for speaking audiences also work well for radio, TV, and print, so I use those sound bites and stories in interviews.
In preparing for an interview, just like for a speaking engagement, I ponder what important lessons I've learned that would be valuable for the audience and think through how to make important messages easy to remember. Acronyms are good memory hooks, so I use those when possible, such as "LIFE" to remember the four symptoms of a woman's heart attack and "HEART" for the five simple steps to a healthy heart.
Alliteration also helps, so a favorite that is easy for audiences to remember is "Stress Hijacks Healthy Habits." These make great takeaways that readers and listeners not only remember, but easily share with others. Of course, for radio and TV, it helps to be so comfortable with your sound bites that they just roll off your tongue, especially tongue-twisters, as you don't want to mess up with a live audience.
Lorri: When you’ve been interviewed on TV, radio and for magazine articles, do you feel journalists have been fair?
Mellanie: Yes, they have all been professionals. Of course, when you are coming from a place of giving, with no specific agenda other than to convey information, journalists will usually be quite fair. While it's nice to have a plug for my book, giving the audience life-saving information is what the interview is really about; if they mention my book, which they almost always do, then that's gravy. If you give, true professionals give back.
While journalists have been fair, I can't say the same for bloggers, who usually aren't professional journalists like you. Some are professional, others are not. For some, anything goes, whether true or not. Misguided bloggers can post false and defamatory comments about you, and you have little or no recourse.
For example, one physician who blogs read a press release from our web developer mentioning their work on our non-profit atrial fibrillation patient resource, http://www.stopafib.org/
Lorri: What lessons have you learned?
There are many, but here are some of the top ones:
Some national media, such as the women's magazines, can be very difficult to get the attention of, but once you get that big national magazine story, the others are much easier to get. Better Homes and Gardens' Heart-Healthy Living magazine recently featured my story. It included my two brushes with death from heart disease and a near-stroke, my mission to save others from a similar fate, my recent surgery to cure my atrial fibrillation (an irregular heartbeat), and the non-profit atrial fibrillation patient site we recently launched. Now, more national magazines are interviewing me, and that's yielding more calls for speaking engagements. Patience and persistence pay off.
Press releases aren't just for the media anymore. They now serve a general Internet audience as consumers and companies follow them, too, and they turn up in search results. Press releases can yield more attention and web site visitors than some media coverage does.
Sometimes we get impatient to get certain "big" media, and even obsess over it, but I believe that if you build a platform and do good work, the media will come to you. Of course, you have to help it along at the same time by being a good resource and partner with them.
Lorri: What advice would you give others?
Mellanie: Some of these I've said already, but they bear repeating.
Go the extra mile and leverage every opportunity to help the media create awesome stories, including connecting reporters with others that can fill out the story. They will remember you and you may get extra coverage. For example, when the national magazine reporter called for a quote and some information for a sidebar to his story about what can go wrong with the heart, we spent a long time discussing my story, and he found my two heart issues compelling. We subsequently spent a couple of hours with my heart surgeons and did lots of back-and-forth e-mails to answer additional questions and clarify details. I also did two photo shoots and last minute fact-checking. All in all, that was a lot of time invested. Was it worth it? You bet. What started as a small sidebar to a story ended up as a four page feature spread in a national magazine, and I've developed a relationship with the team that puts the magazine together and can take them future ideas.
Be a good resource and build relationships because you never know where your contacts will end up. Focus on helping others, not yourself. Press releases are cheap and effective publicity, especially on the Internet.
Lorri: Do you think media coverage is helping get the word out about women’s heart disease?
Mellanie: Yes, it definitely is. We have come a long way in helping women know that heart disease is the #1 killer of women and that stroke is #3. What's important now is helping women and men take actionable steps to prevent heart disease and stroke and to lead a healthier life.
In addition to continuing to talk about women and heart disease, my new passion is raising awareness of atrial fibrillation, the most common irregular heartbeat. Fortunately I have had surgery to cure this devastating, and sometimes deadly, condition, but I can't just stand on the sidelines and watch others suffer. We've created a non-profit web site for atrial fibrillation patients, http://www.stopafib.org/, to provide the help they need to control their condition. Doctors, unfortunately, often underestimate the impact of atrial fibrillation on patients' lives, so we're trying to change that as well.
Lorri: Is there anything else you would like to add?
Mellanie: I think that being effective at getting the word out about what you do requires being patient and persistent, focusing on relationships with the media, and remembering that it's not about you, it's about others!
Thanks, Lorri, for the opportunity to share what I've learned in my media journey.
Tuesday, March 20, 2007
Interview with Jim Comer, Author and Speaker
After his father suffered a massive stroke and his mother’s Alzheimer’s diagnosis, Jim Comer found himself an "overnight parent" at the age of 51. Though everyone looked to him as the “man who knew all the answers,” he soon realized that he didn’t even know the questions. In eleven years of caregiving, Jim has lived the questions and learned the answers. He’s learned to deal with hospitals, insurance companies, rehab centers, nursing homes, his father’s deafness and his mother’s dementia. Through it all, Jim has kept his sense of humor and forged a deeper, more intimate relationship with his parents.
His book, When Roles Reverse: A Guide to Parenting Your Parents, is terrific! It was published nationally in the fall of 2006 by Hampton Roads and is available in bookstores and on line. His website is http://www.whenrolesreverse.com/. Jim has been getting lots of publicity, so we asked him to share a bit about his experiences with the media.
LA: Jim, has news coverage been hard to get for your new book?
JC: No, because this subject is on everyone’s mind right now. It is growing in importance every day as more and more baby boomers reach the age where they are caring for their parents, or getting ready to do so, and also thinking about their own retirement needs.
I believe this subject will be extremely newsworthy for the next decade and beyond.
LA: Your book is so needed in our society today. Are reporters and talk show hosts focusing on the trend of care giving… or more on your personal stories?
JC: NBC Nightly News did a two-week daily segment on The Aging of America and got the largest email response in the history of the show. It is an ideal subject for talk show hosts, both TV and radio. It could also have a program all its own, on radio, TV, or public access, and I’m thinking of moving in that direction.
LA: What have you learned about dealing with the media as you’ve launched the book?
JC: I’ve learned that the media is as hungry for good stories as writers are hungry to tell their story. If your material is timely and fresh, and you really know your subject, you can get interviews in the press and radio. TV morning shows will give you about three minutes. The hard part is getting on national TV because there is so much competition and so many gatekeepers to get through. That’s why an “end run” might be most effective.
LA: Clarify what you mean by "end run."
JC: An end run in football is when a ball carrier does not go up the middle through the line, but out to the side (an end run). What I mean is that tackling the big name talk shows through their official channels may not work unless you have a powerful name representing you. You need to find someone who has access to the star even if the person has no official position. I don’t care how Oprah gets the book as long as she gets it. I’d love to know her manicurist and get the book to her. If she loved it, then Oprah would hear about it and might take a look. That’s an end run.
LA: You have been wanting to be interviewed on the Oprah show for a while. How’s that going?
JC: I have Oprah’s picture in a frame on my desk. I met a man who claimed to know her father, but it turns out that he only knew a friend of the father and has not volunteered to send him the book. I need to find a way to get the book to Oprah, probably an unconventional solution, and may have a focus group just on that one subject.
LA: You’re good at seeing the funny side of life. What is the wackiest question a reporter has asked you?
JC: No one has asked me a wacky question that I can remember, probably because of the nature of my subject, but I use lots of humor in my book, speech and interviews. The question I find most interesting (and a little odd) is “Do you feel anger or resentment because you’ve had to give up so much in order to parent your parents?” The answer is a resounding “NO.” I couldn’t do this if I was angry and resentful though I’m sure there are children of aging parents who live with anger and resentment. I’ve been fortunate because I really like my parents, have excellent facilities where they have lived and the full support of my cousins.
LA: What else would you like to add?
JC: I feel that promoting my book is a long-term project. It’s an “evergreen” and will be just as important – or more so – in ten years as it is today. I’ve had surprisingly strong support from my publisher, and now it’s time for me to make publicity and paid speeches the number one priority in my business life.
If I can give enough speeches, interviews and get some national TV and corporate sales, I think the book will take off….and allow me to “do well by doing good.” The absolute best part of having written the book is when I get an email, letter or have a personal conversation in which someone tells me how much the book has meant to them and their family and how it helped them make decisions and get out of denial.
LA: Jim, I'll tell you how much the book has meant to me. It made me laugh--and cry--out loud. I bought copies for my friends with aging parents and for my parents. Aging and caregiving can be ugly, tough subjects and you handle them beautifully.
Jim is eager to hear from anyone who knows someone who knows someone who knows Oprah, Ellen, Dr. Phil, Rosie O’Donnell, Barbara Walters, John Stewart, Charles Osgood or the folks at NPR. If you can help, please go to his website to find out how to contact him by phone or email.
His book, When Roles Reverse: A Guide to Parenting Your Parents, is terrific! It was published nationally in the fall of 2006 by Hampton Roads and is available in bookstores and on line. His website is http://www.whenrolesreverse.com/. Jim has been getting lots of publicity, so we asked him to share a bit about his experiences with the media.
LA: Jim, has news coverage been hard to get for your new book?
JC: No, because this subject is on everyone’s mind right now. It is growing in importance every day as more and more baby boomers reach the age where they are caring for their parents, or getting ready to do so, and also thinking about their own retirement needs.
I believe this subject will be extremely newsworthy for the next decade and beyond.
LA: Your book is so needed in our society today. Are reporters and talk show hosts focusing on the trend of care giving… or more on your personal stories?
JC: NBC Nightly News did a two-week daily segment on The Aging of America and got the largest email response in the history of the show. It is an ideal subject for talk show hosts, both TV and radio. It could also have a program all its own, on radio, TV, or public access, and I’m thinking of moving in that direction.
LA: What have you learned about dealing with the media as you’ve launched the book?
JC: I’ve learned that the media is as hungry for good stories as writers are hungry to tell their story. If your material is timely and fresh, and you really know your subject, you can get interviews in the press and radio. TV morning shows will give you about three minutes. The hard part is getting on national TV because there is so much competition and so many gatekeepers to get through. That’s why an “end run” might be most effective.
LA: Clarify what you mean by "end run."
JC: An end run in football is when a ball carrier does not go up the middle through the line, but out to the side (an end run). What I mean is that tackling the big name talk shows through their official channels may not work unless you have a powerful name representing you. You need to find someone who has access to the star even if the person has no official position. I don’t care how Oprah gets the book as long as she gets it. I’d love to know her manicurist and get the book to her. If she loved it, then Oprah would hear about it and might take a look. That’s an end run.
LA: You have been wanting to be interviewed on the Oprah show for a while. How’s that going?
JC: I have Oprah’s picture in a frame on my desk. I met a man who claimed to know her father, but it turns out that he only knew a friend of the father and has not volunteered to send him the book. I need to find a way to get the book to Oprah, probably an unconventional solution, and may have a focus group just on that one subject.
LA: You’re good at seeing the funny side of life. What is the wackiest question a reporter has asked you?
JC: No one has asked me a wacky question that I can remember, probably because of the nature of my subject, but I use lots of humor in my book, speech and interviews. The question I find most interesting (and a little odd) is “Do you feel anger or resentment because you’ve had to give up so much in order to parent your parents?” The answer is a resounding “NO.” I couldn’t do this if I was angry and resentful though I’m sure there are children of aging parents who live with anger and resentment. I’ve been fortunate because I really like my parents, have excellent facilities where they have lived and the full support of my cousins.
LA: What else would you like to add?
JC: I feel that promoting my book is a long-term project. It’s an “evergreen” and will be just as important – or more so – in ten years as it is today. I’ve had surprisingly strong support from my publisher, and now it’s time for me to make publicity and paid speeches the number one priority in my business life.
If I can give enough speeches, interviews and get some national TV and corporate sales, I think the book will take off….and allow me to “do well by doing good.” The absolute best part of having written the book is when I get an email, letter or have a personal conversation in which someone tells me how much the book has meant to them and their family and how it helped them make decisions and get out of denial.
LA: Jim, I'll tell you how much the book has meant to me. It made me laugh--and cry--out loud. I bought copies for my friends with aging parents and for my parents. Aging and caregiving can be ugly, tough subjects and you handle them beautifully.
Jim is eager to hear from anyone who knows someone who knows someone who knows Oprah, Ellen, Dr. Phil, Rosie O’Donnell, Barbara Walters, John Stewart, Charles Osgood or the folks at NPR. If you can help, please go to his website to find out how to contact him by phone or email.
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