11/1/2010. Old School vs. New Media: Today s Public Relations Methods. No, not quite this old.

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Annabel Lawrence
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1 Old School vs. New Media: Today s Public Relations Methods No, not quite this old. 1

2 Pony Express Smoke Signals Carrier Pigeon Not this old, either. But Telephones Handwritten Notes Press Releases Press Kits in Folders I m still all about this! 2

3 I m Taking a Stand I go to countless conferences every year where we talk about social media and how great it is. And it is. But let s give equal time to the tried-and-true methods that got me where I am today. Let s go old-school for a few minutes. Let s Hear It for Good, Old-Fashioned PR! Hats off to the people who still know the value of a handshake or an in-person conversation. Stop texting and tweeting for a minute. Look at the person who s talking to you. Build the relationship the way humans were meant to through personal contact. Know the actual person, not just their Twitter handle or Facebook profile. 3

So Who Wants Stuff the Old Way? Based on our research, lots of people. We survey our media partners every year to see if we should stop sending out physical press kits.

4 So Who Wants Stuff the Old Way? Based on our research, lots of people. We survey our media partners every year to see if we should stop sending out physical press kits. Every year we hear a resounding NO. So we have physical kits, but we also make the information available electronically. We give things to the media in every way they want it and often that s the old-fashioned methods. And each year, the amount of publicity we generate steadily increases. We must be doing something right. Case Study Every year, we have to decide whether to send out holiday cards or print ones. It s cheaper, quicker and more green to send s. But we generate incredible results doing it the old-fashioned way cards with personalized, handwritten notes inside. These are invitations to come to Hershey and story ideas customized for that recipient. We send 1,000 cards. It s lots of work. But it s also a huge return on our investment. The results speak for themselves. We re kept busy throughout January, February and March a slow time for parks in the Mid- Atlantic as we schedule visits and stories for the spring and summer. 4

But We re Not Dinosaurs Really! We find ways to blend old approaches with new. We give the media the information and materials when they want it and how they want it.

5 But We re Not Dinosaurs Really! We find ways to blend old approaches with new. We give the media the information and materials when they want it and how they want it. We re constantly learning new things. We ADAPT to survive. Another Case Study When I started in the PR business, we mailed all our press releases. Fifteen years later, we them using very targeted lists. We can see who opens them and who ignores them. We can use SEO to maximize our exposure. It s a new take on an old method. And it s what s working for us. 5

6 Why should you have to use both new and old PR? What do you see when you see this? 6

7 Here s what I see It s junk mail. It s trash. It s clutter. It s a waste of time. Here s what my husband sees: It s treasure. It s knowledge. It s finding the best deal. It s new information delivered right to his doorstep. 7

8 So what s the problem? WE SHARE THE SAME DOORSTEP! 8

Aha Knowing your media is just like knowing consumers.

He ll scour the ads to find savings. He sees what meats are on sale at which store.

When I shop I check who has the best deals online.

9 Aha Knowing your media is just like knowing consumers. When my husband shops He likes physically holding the ads to see what s out there. He ll scour the ads to find savings. He sees what meats are on sale at which store. At the store, the butcher knows him by name. When I shop I check who has the best deals online. I print coupons online and can even send them to my BlackBerry. I can chat online with a sales rep at some stores or get deals texted to me. I can even order my groceries online but I have to admit, I like the human interaction in the store. 9

At one TV station in San Diego, I know there is a producer who will only run my video if I personally hand it to her on Beta SP.

10 So even though we are in the same house, it doesn t mean we like to get information the same way. And neither do they! Case Study #3 At one newspaper in San Diego, I know there are reporters I need to mail hard press kits to and I know there are reporters I can send an with links to get the story. At one TV station in San Diego, I know there is a producer who will only run my video if I personally hand it to her on Beta SP. And I know an assignment desk editor there who can download the video from an ftp site and have it on the 5 o clock news in minutes. Many of my contacts I know personally meaning I have had lunch with them, cocktails, dinner, lengthy phone chats, we ve exchanged pictures of our kids, etc. However, I have never seen the faces of some of my solid media contacts. But I know how they like to be approached. 10

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12 What s the difference? 12

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15 How does this impact you? How do you control the message? How do you protect your brand? 15

16 Are you ready in a crisis? Do you have your statements ready? Are your What If lists ready? Are they in 140 characters or less? 16

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19 Crowdsourcing Creating community So how do you know which way to go? 19

They have to write stories, take pictures, shoot video, send Tweets, post to Facebook, check in

20 How about a road map? Changes in the Newsroom There are fewer reporters doing more work. They have a constant news hole to fill. It s a 24/7 deal. They have to write stories, take pictures, shoot video, send Tweets, post to Facebook, check in on Four Square, and blog about everything that s going on. They re never unplugged. The pressure is always on. So how can you help them? 20

21 Technology Factor Communications moves faster It is not as accurate. It is, however, transparent. More availability To stories and sources. Preparation is key Convert all stock statements and responses into new media mode (140 characters). We still have to be betwixt and between Still follow traditional methods. Convert to new media tactics. Stay open and available. Don t Forget Citizen Journalists Bloggers Influencers Tweeters Multiple hats That doesn t mean they are professionals 21

22 You Have to Change, Too It s naïve to think that you don t have to. But you also don t have to abandon everything that brought you here. It s still about relationships. It s still about journalists meeting deadlines (they just have them every minute now rather than once a day). It s still about the story. But sometimes that story can t be told in 140 characters. You have to figure out when it can be and when it can t. So what will work for you? Ask questions. Talk to people. Gain insight. Try different approaches. Figure it out through trial and error. Keep an open mind. Know that whatever method you choose, it s going to take time. 22

23 The PR Basics Remain the Same Know your story. Know the people behind your story. Know the media outlet you re pitching. Play matchmaker fit the right story to the right outlet. DECIDE HOW MUCH TIME YOU RE WILLING TO SPEND! 23

24 Bottom line. Each method is time consuming. Combining methods takes even more time. Prioritize your media and the amount of work that goes into pitching. Should you spend more time on a writer with USA Today who is willing to hear your pitch, or a local paper that you can pitch anytime? Trial and error: If you haven t been able to get through to someone the old way, try the new and vice versa. Don t be afraid to ask. Most members of the media will take two seconds to tell you how they prefer to be pitched. Takeaways

Help the Media Tell Your (Challenge) Story

Help the Media Tell Your (Challenge) Story Elizabeth J. Estroff Senior Vice President, Communications ASPCA 1 An Introduction This webinar is designed to show you how to maximize communications i to drive