©shrm 2013 shrm public affairs ▪ march 2013 pr & working with the media

©SHRM 2013

SHRM Public Affairs ▪ March 2013

PR & Working with the Media

©SHRM 2013

With You Today

Amy Thompson Kate Kennedy

Vice President Manager

Public Affairs Media Affairs

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Public Affairs: Who We Are & What Do We Do

• Team of 8 PR, Communications, Media and Social Engagement professionals Vice President of Public Affairs, Amy Thompson Media Relations team of 3 lead by Kate Kennedy Social Media Engagement team of 3 lead by Curtis Midkiff Speakers Bureau team of 1 lead by Fred Emmert

• National Visibility Campaigns

• Media Relations & Media Training

• Crisis Communications

• Speakers Bureau

• Social Media Engagement

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What is PR? SHRM’s Philosophy

• PR is about your story and the chance to tell it – and knowing when, where and how to tell it.

• PR is about relationships with stakeholders who will embrace your story if it is made for them:

• SHRM Members & HR professionals• Business groups & community leaders• Government officials

• PR is about clicks, tweets, views, and likes, as well as making news in The New York Times and your local Business Journal.

• PR is about affecting attitudes, changing perceptions and starting conversations.

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What PR is not & What PR cannot do

• PR is not advertising or marketing

• PR cannot replace advertising or marketing

• PR is not spin; it cannot make a bad product or bad business practice / decision good

• PR cannot cure a crisis

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Most trusted spokespeople from companies

• Academics (69% compared to 68% last year)

• Technical expert in the company (67% vs. 66% last year)

• Financial or industry analyst (51% vs. 50% last year)

• NGO representative (51% vs 50% last year)

• Regular employee (50% compared to 50% last year)

• CEO (43% vs. 38% last year)

• Government official (36% vs. 29%)

* Source: 2013 Edelman Trust Barometer – survey of 32,000 adults worldwide

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What is Media Relations

• Working with reporters to get SHRM and the HR industry positive media coverage Develop ideas and “pitch” them to reporters Set up interviews for key spokespeople Use social media to promote SHRM stories Write by-lined articles, opinion pieces and letters to editor

• Responding to reporter requests for information and interviews Identify appropriate spokespeople Coordinate interviews Follow up with reporters; respond to negative press

Media is not an audience; it’s a conduit to your stakeholders!

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SHRM in Top Tier Media

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SHRM Spokespeople Coverage

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SHRM Spokespeople Coverage

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State of the News Industry

• Continued cutbacks and shrinking of newsrooms have put a strain on producing, sourcing & researching news

• Print newsrooms down 30% since 2000

• Local TV devotes 40% of content to weather, traffic & sports

• CNN’s “deep reporting” down 50% between 2007-2012

• Across media, live event reporting fell 30%

• Scheduled & advanced interviews up 31%

* Source: Pew Research Center’s 2013 State of the News Industry

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How do journalists source their stories?

• 15% use Facebook for story ideas & company information

• 19% use press releases for story ideas

• 20% use company blogs for story ideas & company information

• 29% call company spokespeople

• 34% rely on contacts & sources they already work with

• 36% call an organization’s press office for sources & data

• 39% do their own research

• 53% use Twitter to find story ideas

• 56% use Twitter to research stories they are already working on

• 67% use Wikipedia to research a story

* Source: March 12, 2013 10 Yetis Global Journalist Survey

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What are journalists’ biggest challenges & pet peeves?• 51% of reporters say the volume of stories they are required to

write each day is their biggest challenge 71% are required to file 3 stories a day 25% are required to write up to 6 stories a day

• 23% say meeting daily deadlines is their biggest challenge

• 28% say promoting their stories to increase comments & page views is their biggest challenge

• 29% say finding compelling stories to write every day about is their biggest challenge

• 38% say convoluted content in press releases is their biggest turn off

• 26% cite poor spelling & grammar as a pet peeve

• 22% say sending the release as an attachment is a no-no

* Source: March 12, 2013 10 Yetis Global Journalist Survey

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Now what? A few guidelines

• Know the outlet, know the outlet, know the outlet

• Know the reporter’s work; follow bloggers

• Develop a relationship with your contact

• Think like a reporter/producer/blogger

• Develop appropriate materials> Media list, press release, fact sheets, bios, etc.> Don’t forget about photos & videos

• Get social> Create a Twitter handle, get on Facebook & YouTube> Follow & interact with news outlets on social networks> Promote your events, activities & chapter news on social networks> Listen to & participate in conversations online

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Know the Outlet

• Understand the media outlets in your region before you approach reporters/producers

> Research the types of stories the publication or television/radio station typically covers

> Do they focus on compelling local ties for their articles?> Do they rely on local experts for interviews?

• Understand the audience of the media outlets in your region> Do they cater to a general audience or a targeted audience?> Understand the media outlets in your region before you

approach reporters/producers

• Understand how deadlines work> Hourly, daily, weekly, monthly

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Know the Reporter’s & Blogger’s Work

• Take inventory on what key business and workplace reporters in your region are covering and have covered in the last six to twelve months

> Stay up to speed on their articles on a daily basis> Reference recent articles, where appropriate, when approaching

reporters

• Monitor influential blogs & social media networks> “Hot” topics in blogsphere & on Twitter> Bloggers with large following and who are often cited/linked to by

mainstream media outlets> Is news being promoted, shared and sourced via Twitter?

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Pr & Working with the Media

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Relationship Development

• Magic element…relationship building> Get to know key reporters and producers in your region

• Call to introduce yourself

• Invite them to coffee or lunch

• Invite them to chapter events

• As them how you can help them!

• Same goes with bloggers… extend the olive branch!

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Think like a Reporter

• Print reporters> Ask yourself:

• Is there a breaking local or national news story today?

• Do I have a concise, coherent pitch?

• Do I have supporting materials (i.e., press release, fact sheet)

• Am I calling at an appropriate time?

• Are my spokespeople available?

• Broadcast producers> Ask yourself:

• Does my spokesperson have TV experience?

• What/where are the visuals needed to bring a segment to life?

• Can my story fill a 3-5 minute segment?– Do I have enough materials/examples?

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What is Newsworthy?

• In developing story ideas/pitch angles ask yourself:> What is considered a “hot” human resource management issue in

the news?> What surveys, news releases and legislative items are coming from

SHRM headquarters?> What has our chapter recently created or accomplished that would

be of local interest?> What is our organization doing that is different from what other

organizations are doing?> What are members doing?> What events are taking place?

• Remember: Reporters look for news that is local, timely, unusual/interesting, about people or surprising.

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Media Relations Tools

• Media list> Maintain a list of names, emails and phone numbers for reporters

and bloggers> SHRM Advocacy “cool tool”:

http://capwiz.shrm.org/shrm/dbq/media/

• List of chapter spokespeople> Develop a list of spokespeople; segment per topic/issue/discipline

• Press materials, both print & online> News release> Chapter/state council background/fact sheet> Spokesperson biographies

• SHRM materials> Survey research> Legislative and public policy updates> When Work Works updates

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How to Write a Press Release

• Headline – Brief sentence that conveys the key purpose of the release

• Kicker – Sub-headline that conveys vital, supporting information for the headline

• Release date and city• Lead – Opening paragraph of the release

> Will convey the purpose of the release, the main angle, the reason why the reporter should be interested and the overall message you are trying to project

• Body – Used to get the main idea and supporting evidence across

• Spokesperson quote – Should be the second or third paragraph of the press release

• Contact Information• Logo/letterhead

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Contact

Names and contact numbers for the chapter/ state council

Kicker

Subtitle, can provide additional key information

Logo

Use letterhead or chapter/state council logo if available

Headline

Main topic of press release

Lead

Opening line, 38 words or less, convey main

point

Quote

Main message, full title of spokesperson

Release date

Release date and city

Body

Short, supporting paragraphs

Press Release Sample

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Press Release Sample (cont’d)

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End

“###” signals the end of the text message

Boilerplate

Brief description of chapter/state council and membership, including affiliation with SHRM

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Press Release Tips

• Keep it concise (1-2 pages)

• Clarity is key> Avoid industry jargon, stick with one main idea as the focus> Less is more

• Be consistent> Develop a press release template to use for all announcements> Include contact information

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Pitch Letters

An individualized note to send with or without accompanying press materials.

•Include current news/trends in the lead

•Reference specific sections/segments that you would see as a perfect fit for your spokesperson/story

•Give a writer/producer an exact date when you will call them back to discuss opportunities

•Personalize your pitch; never send a mass mailing to all reporters

•E-mail subject lines: 25 characters of less

•Twitter: 40 characters or less

•Keep it concise!

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Talking to the Media

• When calling a reporter:> Do identify yourself and your affiliation> Do ask if he/she has time to speak with you at that time

• Do not get discouraged if you receive an initial negative response, as reporters are often on tight deadlines

> If the reporter is on deadline…• Do ask him/her when is a good time to call back, or

• Do provide your name and phone number where you can be reached

• Remember, reporters receive pitches from dozens of people everyday. Make certain you have something meaningful to say, because you may not get a second chance to pitch the story.

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Media Relations Tactics

• Column in daily newspaper; guest article in magazine or trade journal; guest blog

• Regular guest appearances on local radio and television programs

• Online comments & Letters to the Editor> Used to respond to a particular article published> Be timely; try to respond within a day or two of the article’s

publication> Pick and stick to one subject per letter> Keep letter short and concise; under 150 words

• Opinion-editorial pieces (Op-eds)> Article based on the writer’s view of a particular issue> 500-750 words in length> Article is pitched to the publication’s op-ed section editor

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Becoming a SHRM Spokesperson

• Work with SHRM’s Media Affairs staff

• Remember that you are speaking on behalf of SHRM and representing the HR profession

• Provide context or crystallize an issue

• Ensure that the reporter has the “correct” story• Correct any misperception or factual error

• Provide a quote that captures the message you want to deliver

• Give feedback to SHRM Media Relations

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Then What?

• Share the resulting article with your company’s PR, communications or marketing team for promotion

• Post article on your state council website

• Include media mention in your council newsletter

• Mention it on Twitter• Include #SHRM hashtag• Include media outlet’s Twitter handle• Copy @SHRMPress

• Post on state council Facebook page,include it as a LinkedIn update

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Final Thoughts

• Work with your communications & SHRM’s media relations staff

• Review key messages on a monthly basis and prior to interviews

• Do your homework on reporters and media outlets

• Remember that you are speaking on behalf of your organization

• Identify and develop media angles/pitches on a monthly basis

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Follow Us on TwitterSHRM: @SHRM

Public Affairs: @SHRMPress

Thank You!

Amy Thompson Kate Kennedy

VP, Public Affairs Manager, Media & Public Affairs

[email protected] [email protected]

703-535-6329 703-535-6260

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©shrm 2013 shrm public affairs ▪ march 2013 pr & working with the media

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