Public Relations

Media relations studies support best practices

Rae Hostetler · Apr 19, 2021 ·

Two companies that provide industry media directory and distribution services for media relations in the PR business released reporter surveys recently. This data is collected annually and examines reporter perceptions and preferences. These are international surveys.

I took time to join a Zoom call to dig deeper into one study and have read the second a couple of times to compare and contrast the data side-by-side. Working in this business for 25 years, I wanted to know what’s trending? What’s changed? What do reporters expect from public relations companies?

Both studies show the foundation of media relations has not changed. We counsel clients on these topics. While some data gets into society’s perceptions of reporters, my review pertained to best practices to get client stories placed. The data provided supports the recommendations and processes we undertake with clients:

Reporters like news releases

The survey shows 36% of reporters (Cision) consider a news release the most useful source followed by spokespeople, email pitches, company websites and PR reps. News releases are a great tool. I’ve referred to these as direct mail to a reporter. Once they read the news and want more that’s when interviews, websites and PR reps come into play. Pitching is addressed below.

Avoid jargon

Nearly 15% of journalists (Cision) responded avoid jargon when queried how to make a news release relevant. Reporters are strapped for time and always on deadline. Keep the language simple, clutter-free and easy to understand.

Know who you’re pitching

I compare media pitching to sales. A consumer business isn’t going to be interested in buying component parts for manufacturing. That just doesn’t go together. Researching and creating a targeted and strategic media list is critical to any media relations campaign. This step often takes the most time, but pays off in the long run.

Know the news hook

Some 17.5% of reporters want the hook in the news release. Why do their readers care? The hook could be something fun such as a celebration day, event that’s open to the public, local fundraiser, for example. If it’s business oriented, what’s the impact to the reader? Think trends. A recent example we’ve been managing is cargo congestion and the impact to us consumers. Short-term we’re seeing rising prices.

Keep pitches brief via email (up to 200 words)

This is easier said than done. It’s also something all PR pros struggle with. Done well it makes impact with 61% of journalists (MuckRack) saying a quarter of their stories are the result of pitches. How short is too short? Including links (it’s always a conundrum whether or not to click a link) or offer links? What’s a great subject line on the email? The number one communications tool for a pitch is email with 94% (MuckRack) of journalists replying it’s their preferred method.

Impact of social media

Reporters tend to congregate on Twitter. Following, liking and linking to reporters who cover your business, industry or nonprofit is a good first step. While not every post will be business from them, their tone gives a sense as to who they are. Some reporters are very serious, others toss out funny comments. Reporters do say one of their top concerns is how social networks and influencers bypass traditional media, 18% (Cision).

It’s about the relationship

While neither study asked this question, PR pros agree, the relationship is critical to the pitch and placement of a story. I have reporters who I can simply text a pitch and get a response within an hour or two. Our long-standing relationship is years in the making and built on trust and responsiveness. These reporters have told the professionals in their newsrooms to call me when something is needed. When I’ve heard those words, I’m humbled. That means I’ve done my job to create a good reputation.

Public relations firms hear from local reporters

Rae Hostetler · Dec 11, 2020 ·

This week, we joined a virtual Meet the Media session. Indianapolis PR Company These quarterly discussions give reporters from around Indianapolis a chance to share how they want to hear from public relations firms. We call it pitching (or providing information for a news story). It’s a good opportunity to listen to what reporters need and how to work with them.

Reputation is everything

A television reporter said when someone delivers the first time, they become a go-to source. This means if your public relations firm representatives make recommendations, listen to their counsel and follow their instructions. Reporters are now relying on public relations professionals to provide the story angle, details, photos and/or video. If you’ve got an interview set up, your public relations rep should have a pre-call to let you know what to expect and talk you through questions to be ready.

Connections make the job easier

Public relations professionals work regularly with reporters. That means we often have a direct way to contact a reporter. And if we have the reputation (as noted above) that means our conversations move forward pretty quickly to confirm a story and get the client the interview.

Have information/facts ready

Having a story idea isn’t enough. Be ready with the details. Reporters want the facts to go with the trends and statements. The information should be well researched ahead of the pitch. Sources should be secured and know they could be called on, ahead of the pitch.

Present information correctly
Often you may write in a particular style, so reading something that looks different calls it into question. Clients naturally want to edit their public relations reps’ words. Bottom line, reporters write in Associated Press style. They expect to receive information in AP Style and written as a news release. In a meet the media session we hosted a few weeks ago, reporters specifically discussed this as a pet peeve. One said, if I don’t receive information in AP Style, there’s no credibility (see number one above). A good public relations professional knows what a reporter wants. Listen to and accept their counsel to ensure your company’s credibility.

Know what the reporter reports

Most publications and news outlets have reporters that focus on “beats.” Examples are health, technology, business, geographic areas and so on. Because you met a reporter at a local function doesn’t mean they’re the right person to tell the story. Research a reporter’s beat. Watch/read their stories to understand how they report, what they report and the tone of their stories. It’s ok to contact that reporter you met. Just let them know you know they’re not the right person and ask for help to find the right reporter.

The live shot is dead

Zoom is now the newsroom, camera crew, mic etc. Be ready for the virtual interview. And yes, we all hope that’s revisited in the next 12 months.

What’s your 2021 public relations strategy?

Rae Hostetler · Nov 19, 2020 ·

public relations strategy This year is certainly one we want to forget but will always remember. The New Year is certainly uncertain. Yet business continues. If you’re thinking, “How do I keep the business momentum? Or saying, “Let’s hope next year is better.” Remember this:

“Hope is not a strategy.” (Vince Lombardi)

If you’re ready to plan for a successful growth year, start with strategy by investing time to hear ideas, carefully think about goals and keep people accountable. Here’s how to start.

What are your goals? Use the Rule of 3, which is a productivity technique that focuses on achieving three meaningful outcomes. The Rule of 3 comes from J.D. Meier’s book on agile time management, Getting Results the Agile Way. It creates focus and outcome.
What public relations tools are in place that you can use to reach your goals? Study after study shows that it takes four to seven touches for someone to remember your company, your message and act when they need your product or service. These tactical touches could include email, social media, media relations, advertising, brochures, word of mouth, events and more. Start with what’s available and build.
What’s your company message? Whether you have a small staff under 10 people or a team of thousands working globally, employees should know and understand the company message and goals (refer to number one). They are your word of mouth (refer to tactics in number two). If your company is struggling with message, take time to either have a team member prepare a message or consider a qualitative study that lets customers, vendors, employees and others talk about the company. This process creates an authentic message because the words, phrases and stories come from those closest to your business are your true message.
What’s the plan and budget? With goals, tactics and message ready, outline the plan and assign who’s managing or doing each tactic. If there’s no one with expertise to manage an area of focus, consider outsourcing. Each tactic should have a cost for the budget. Finally add a tactical calendar by month. Too many times company leaders think there’s “plenty of time,” yet the calendar tells a different story.
Who’s holding the team accountable? The final public relations strategy should have a project manager. Each month (at a minimum), the team should review progress along with a measurement dashboard. A strategy is a living document that should be used wisely to meet your three goals.

A good public relations strategy is a few pages using a Word document. We have one client that uses an Excel spreadsheet with the goals posted at the top. The simpler the plan, the easier it is for the staff to understand, participate and support the company’s growth.

Have questions or want to talk PR strategy? Give me a call or send an email.

Celebrating 20 years owning a public relations business

Rae Hostetler · Aug 6, 2020 ·

Twenty years ago, this summer I founded Hostetler Public Relations. The date popped up on LinkedIn, and I appreciate so many professionals, friends and colleagues who’ve sent greetings. Two decades. WOW! Yes, a long time. And if I had to write a resume, this is the only job I’ve ever known—working for clients.

Back in 2000 when I took a leap of faith to become a freelancer (we’re now called independent practitioners), there were a lot of people who gave me that look. You know the one that says, she’ll be back in the workforce in no time. I readily admit my mantra was I would find a job if I couldn’t figure out how to make a small business run. But I did. And I’m proud of the clients I’ve supported, the professionals who I consider part of my team and myself for learning how to make this go each day.

Recently I thought back about what’s stayed the same and what’s changed in public relations. The foundation of public relations remains consistent–developing a well rounded plan with consistent messaging and supporting tactics. What’s changed are the tools we use to do business. Cheers to 20 years and the advancements made along the way that make work so much easier.

Phones … desk phones attached to walls compared to smart phones used anywhere
Internet … dial up to Wi-Fi (it’s everywhere!)
Computers … desktop with towers to laptops and iPads
Calendars … paper to Palm Pilot to just pick one (Google, Outlook etc.)
Email/Contacts … the rololex is gone and now our contacts are in our email systems on computers and in smart phones
Smart phones … combo email, calendar, music, photos, games and more in one place
Where we work … home offices were taboo and now they’re the norm
Coworking spaces … are a great sense of community for business owners
Blogs … were going to save the world and today they’re good for Google keywords
The cloud … still wondering where it is, but great for saving/accessing files from anywhere, anytime
Websites … from building in code and PHP to simple Wix and WordPress
Graphic files … from mailing hard copies for waxy mark ups to emailing for comments via electronic notes
Media databases … who remembers the box arriving with the Burrelles books the size of Yellow Pages directories; now it’s all online
Sending news releases … PR people spent days printing, mailing and licking envelopes to send a news release; now we text, email and use the cloud (refer to number 10)
Yellow Pages … today it’s called Google; for years clients thought we were crazy to advise not to pay to be included in a print directory
Social media … it’s here to stay for better or worse yet systems for posting are so much easier via Hootsuite and similar programs
Newsletters … paper newsletters have gone the wayside, and everything is via email with links to websites
Media outlets … this one makes me sad seeing so many great media companies going defunct over the years (please support journalism and a free press!)
How we meet … face to face meetings are now via Zoom; fingers crossed this is a fad
Last but not least for sure … the clients and people I’ve met over the last 20 years are fantastically talented and supportive. Thank you to each of you!

Media relations: Remember the basics during COVID-19

Rae Hostetler · May 14, 2020 ·

PRSA Meet the Media In May, the Indianapolis chapter of the Public Relations Society of America hosted a Meet the Media panel. Four journalists (see right) answered questions about how they and their colleagues continue to work (from home) during this time. During the hour-long Zoom call they offered what I will call “great reminders” about the foundation of media relations and great relationships. Bottom line, the basics still apply regardless of where reporters are working.

Here’s a summary of what we heard.

Not all stories are about COVID-19. The Indianapolis Star’s Alvie Lindsay says the Indianapolis Star reporters are still doing routine stories, so keep offering ideas. All journalists said they are getting a lot of email right now because everyone is working. Alvie said if you have an idea, follow up. Be professionally persistent and know what will resonate with a reporter.

Know the beat. If you have an idea, look at the media outlet’s website and find the right reporter to offer the story idea. Reporters typically work in “beats” or topic areas. The Indianapolis Star has a webpage that shows their reporters and what they cover. Most local television stations have a webpage too. If you don’t find the right reporter, just ask to be redirected.

Keep the pitch brief. Someone on the Zoom called asked if reporters would set a time to do a virtual call to talk about a story. AnneMarie Tiernon explained that the day is packed with deadline upon deadline until she has to go live from home. Finding extra time to talk by phone or virtually is tough. If you cannot explain a story topic or angle in a few sentences, it may not be a good story.

Be prepared. AnneMarie also stressed being prepared. Right now, reporters are depending on sources to have visuals prepared for them. That means photos, Canva graphics and interviews. And know how to transfer the data quickly and easily. Talking points are essential too. She’s on a deadline. If an interview is requested, be sure to be as responsive as possible.

Day of is a don’t. Because news is now 24/7 it’s natural to think sending a notice to a newsroom the day of make sense. These reporters say no it doesn’t. If you have an event send the information at least 48 hours before. If there’s a story idea involved, send it as soon as possible. Reporters are working on news stories weeks if not days before they run.

New gets covered once. Dirk Rowley said a Ft. Wayne family hosted a funeral service in their front yard for neighbors to join them in mourning. It was moving and was covered by WANE. He said the news staff is seeing a lot of new that they’re covering but don’t call to request that coverage a second time.

Emails are saved. Lesley Weidenbender from the IBJ says she keeps emails because during a discussion about news coverage ideas always come up again. Don’t be disheartened if you don’t hear back. She just might have flagged your message for future coverage.

As Indiana begins to reopen, these reporters don’t expect their work situations to change in the near future. Just like the rest of us, reporters will continue to office at home and seek to stay safe and healthy.