getting the news
TRANSCRIPT
Getting News When There Are The Kardashians, Bieber and
Cyrus
Janis R. Ehlers, President
The Ehlers Group
954-726-9228www.TheEhlersGroup.com
Defining Public Relations• Influences people in their
decision making process
• Third-party endorsement
• Unpaid endorsement vs. paid advertisement
Public Relations Effectiveness• Greater retention than advertising
• Creates buzz
• Far-reaching effects
• Long-lasting effects
Disadvantages of Public Relations• Can’t be controlled
• Not on your timetable
• Results can’t be guaranteed
• Difficult to measure in regards to sales
• Requires an allocation of time and talent
Public Relations to the Marketing Mix
• Most effective when combined with other strategies
• Be realistic as to what public relations will accomplish
• Public relations is one component of brand building efforts
• Create a strategy
• Timetable
• Determine goals
• Determine your messages
• Gear the message to the media
Buzz Techniques
Have a Nose for News• Determine what potential stories you would
like to appear in the newspaper
• What makes them interesting?
• Are there strong visuals?
• What is unique or different
• Separate your community from others
• Similarities of your community to others
Determine the Right Reporters & the Media• There are many resources to take a story• Read the newspaper—watch TV News—listen to the radio • Newspapers
BusinessLocal NewsLifestyleSportsColumnists-BloggersOn line editions
Determine the Right Reporters & the Media Cont.
• Out of town w/local coverage-Metro
• Local TV & Radio
• Weekly community newspapers
• Business newspapers
• Industry trade publications & newsletters
• Online publications
• Social media
• Community oriented news/features
• Corporate/company news
• Crisis related issues
Opportunities for Publicity
Community Public Relations• Bring attention to the
communityMilestones & eventsResidents of interestResidents’ contributionsPiggyback on national
events & holidaysLove not scandals
Community Public Relations Cont.• Best practices others can
adopt from your community
• Hook with pets & children
• Create ambassadors
Corporate – Company Public Relations
• The business side of the communityPersonnel Announcements – New Hires & PromotionsAcquisitions-Expansions-RenovationsNew CommunityContracts with SubcontractorsPersonnel profiles Financial successesSenior housing industry expertAwards & RecognitionSpeaking Appearances (convention attendance-CEU’s)
• Damage control
• Be prepared for bad news situations
Crisis Public Relations
• Pitch & Media Inquiry
Relevant information to be of interest
Provide resources for further information
Tell them in a way that whets their appetite
• Press Release
Use inverted pyramid who/what/where/why/how
Factual
Quote one person
Include a picture
A Pitch vs. Press Release• Interest the media – they write the article
• Provide a press release – they use the information
• In exchange for advertising, news is used
• Advice columns
Advertorials
• Industry trade publications
• Pitch writers and editors
• Timetable consideration
• Worth merchandising
National Trade Media
Press Kit• Helps someone write an article• Elements• Background/community fact sheet• Spokesperson bio with picture• Photography on disc• CCRC glossary of terms• Statement of philosophy• Recent press releases• Recent reprints
• Designated person who talks to reporters
• Credible and comfortable
• Available for media inquiries
• Be the expert• Bio & photo
Community Spokesperson
Social Media & Public Relations• Social media now is very effective
• Using Facebook Frequent postsCompelling content w/strategyUse photos w/content
Social Media & Public Relations Cont.
• Blogs Post regularly Compelling and informative Keeps website updated
• Resource for press releases
Events and Public Relations• Open to the public = publicity opportunity • Pre-event publicity• Post-event publicity
Events and Public Relations Cont.
• Pre-event Community calendars Article(s) about the event Public service announcements
• Post-event Recap event w/pictures Reporter covers the event and writes an
article
Events and Public Relations Cont.
• Tip: Have guests sign photo use permission when they come to the event
• Have a professional photographer take pictures/get identification
PR Successes
• Vow renewal tied to Valentine’s Day
• Residents’ community service
• Employee scholarships
• New equipment being installed-local companies
PR Successes: Community Event
• Event: Similar to Food Network’s cooking show, Iron Chef America, the community’s residents were paired with students from a local cooking school and judged in three categories: taste, creativity and presentation.
• Result: Competition was featured in the local CBS affiliate’s “Positive Local News” segment.
PR Successes: Special Event Tie-in• Event: Community held an event, “Life & Work in Russia”, which
was tied to most recent Winter Olympic Games held in Sochi, Russia. The speaker was a resident who worked in the U.S Embassy during the political and military tension between the two nations. The event was also open to the public.
• Result: The local news station interviewed the resident as part of its coverage of the Olympics.
PR Successes: Resident/Family Event
• Event: Two residents, ages 85 and 86, met at the community and fell in love. Residents and their family were invited to the wedding held at the community.
• Result: A producer from the local ABC-affiliate attended the wedding and profiled the couple in an article. A video of the wedding also was posted on the station’s website.
PR Challenges• Residents who are not cooperative
• Outing to local restaurants
• Interesting speaker for an event—no photo opportunity
• Repetitive event(s)
• Restaurant isn’t open for public
• Community is geared to affluent seniors
Maximize PR• Toot your horn
Send copies of an article to residentsSend copies to databaseUse reprints as handoutsPut on website’s newsroomPost on FacebookPost on LinkedInFrame it—hang itProvide residents copies for families
Media Policies• Designate a spokesperson• Plan responses in advance to reporters’ questions• Plan how press inquiries are handled• Establish a chain of command if media comes to an
event• Procedures to handle a reporter who comes to the
community• Photo releases for residents• Maintain log of press inquiries
Tips of the Trade• Put press on invitation lists• If there is a marketing audit—audit media too• Read your local papers• Attend events and try to meet reporters• Know deadlines
Tips of the Trade Cont.• Be accurate and use spell check• Be sure to always say thank you• Strive for simplicity• Send notes to reporters if you like their article
Press Don’ts• Don’t go to their office • Don’t think advertising will buy PR• Don’t exaggerate• Don’t mislead - be accurate• Avoid expressions “unique” and “luxury”• Don’t ask to read the article in advance of publication• If you are misquoted; don’t ask for a retraction• Off the record is really on the record
Agencies vs. Consultants vs. In house• Person(s) need to justify their existence• Agency-you aren’t their only account• In-house-they may wear different hats• Comfortable approaching the media• Interview and ask about their successes • Understanding of senior housing is helpful• Have realistic expectations
