Tag Archive: Press Releases


Where Has All The Good News Gone?

Seasons (almost) greetings, site surfers!

I can’t believe that A) it’s almost Christmas and B) nearly the end of my internship! Astonishingly enough my last day in office is the Eisen Christmas Extravaganza next Thursday. I cannot believe how fast this month has gone by! It seems like only yesterday I was posting my “Welcome” entry on this blog. Time flies. Although I’m sad to leave Eisen next week, I’ll have walked away with a new skills set and contacts, as well as friends and industry wisdom and insight I won’t forget.

In keeping up with my morning routine, I have topped my bowl of PR Breakfast Club with a helping of Ragan’s PR Daily.  PR Breakfast Club + Ragan’s PR Daily + LOTS of coffee = PR pro breakfast of champions.

While savoring my morning dose of PR Daily, the article “A Truly Remarkable .Com-Era Press Release” caught my eye. The Business Insider article, found at http://www.businessinsider.com/track-data-press-release-2010-12 dabbles in the press release debate. The 2000 release featured, sent from Track data corporation (Nasdaq NMS: TRAC TRAC – Text Reckoning And Compiling ), dealt with  Chairman and CEO Barry Hertz’s comments on why his company would not be sending out press releases until the following week, due to a lack of news. He apologized to his shareholders saying, “I am confident that the news releases made next week will be of significant value to our shareholders.”

Bottom line: this was a press release about why a company was not sending out press releases. Ironic, yes, but Barry Hertz had a point!

Reading more into the article, I began to realize what one of the biggest problems with PR is today: we’re sending out press releases just to be sending out press releases on non-new-worthy material. The result? Six out of 10 Americans don’t know where to find “goods news,” 83 percent believing the United States is suffering a “good news deficit.” Wow. Add that to PR Breakfast Club’s resolutions!

In the world of social media, endless “advertising noise” and instant access to news wires and email, are we becoming click and release happy before using our brains?! Inspired by the article, I resolve  that we use our best PR-pro judgment and  send out only newsworthy material!

In an era of all things “easy,” have we fallen into a rut to posting and sending out whatever we feel, just because it’s convenient, before stopping to consider, “Hey – is this really newsworthy?”

If I’ve learned anything at The Eisen Agency, it’s these words of wisdom from the rock star himself, Rodger Roeser. I asked him what the best piece of advice he could give me in dealing with reporters was. His response was something like this: only release, pitch and follow-up on things that are worth writing about, a.k.a. good news.

So what if you pitch a story about Bic’s new pen! Who cares?! What’s newsworthy and special about this new pen? What makes your product unique, or special? A.k.a.: Talk about something that’s worth talking about. THAT’S what’s going to stand out and get your cold calls and releases in the paper!

So what if you call a reporter who hangs up on you! If you’ve got something worth talking about, try again at a later date. You’re NEVER going to get 100% of the stories you pitch in the paper; it’s just not going to happen. Don’t get discouraged; let the phone call go. Smile and say, “Thanks anyway,” then hang up. They may not use your stories every time, but as long as you’re pitching something of substance, you can feel good about your efforts.

Build your reliability and caliber among reporters, so at least they know each time you call, it’s about something newsworthy a.k.a. good news. That’s power of well-practiced publicity, my friends! Bottom line: good news + good pitching = a well-written news story (and one happy reporter and PR pro) 🙂 The power of PR is undeniable.

The Big Cheese helped me think of it like this… So, this one guy walks into a bar and sees a girl he’s interested in. He approaches her and tries to convince her to date him. What happens? Depending upon the girls level of morality, chances are she laughs and says, “Fat chance.” That’s self advertising.

Let’s turn that analogy around. So, this guy walks into a bar and sees a girl he’s interested in. He keeps his distance. The girl’s friend happens to know the guy (and his impeccable reputation), nods over to him standing in the corner and says to her friend, “You know, I think you should date him. Here’s why…” That’s PR, my friends.
So which situation is more likely to end happily ever after? The good news is that I shouldn’t have to tell you by now 😉
Until next week…
Catherine
Word of the day: Newsworthy (sorry, no –tastic suffix)
Intern Insight: There’s power in a well thought out pitch.
But in the meantime, check out some good news at Eisen and Cult of the Blue Tongue:

http://cultofthebluetongue.blogspot.com/

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Tweeting and Tri-folding

Hello again, curious Web browsers!

Well, I made it to Wednesday: day four on the job and the middle of the work week. I’m happy to report that, as time-consuming as it may be, I’m really beginning to enjoy this journey to social media excellence (or at least understanding). Heck, in my opinion, social media people have it made; not everyone can say that their job is to play on Facebook, Twitter and blog all day. (Ha) Not to say that that’s all they do: social media savants use planned-out war-like strategy – yes, even on Facebook. And with the increased importance of social media in our digitally driven world, the need for media moguls is growing. This brings me to today’s plan of action:

The day was a mix of old and new tasks. I arrived at the office on a surprisingly sunny and bone chilling cold morning to find a decked-out Christmas tree in our entry way.  The color-coordinated blue and white ornaments (and a random wine cork) that adorned the branches perfectly matched the office’s’ blue and black decor,  fluffy white pillows and music magazines and memorabilia hanging on the wall. Yep, the atmosphere at Eisen is as rockin’ as its staff. Can’t wait to see what Rodger has up his sleeve for the office Christmas party…

Duties of the Day:

Plan of attack one: LinkedIn. Navigating LinkedIn groups is easier said than done.  The amount of content out there: discussions, groups, links, etc. posted to these various professional group and company pages is mind-boggling.  Despite the overwhelming feeling of weaving through mass, indistinguishable threads and posts, progress was made. Some pending group memberships were confirmed, and I attempted to engage other LinkedIn users through comments on their pages and by providing links of my own.  Remember that Golden Rule I talked about in my last post?  Keep your fingers crossed that they’ll do the same for me. Slow and steady wins the race.

Plan of attack two: tweeting and blogging. Which, by the way, I’m proud to say that I wrote my first Eisen press release about Eisen’s new hire 🙂  I used Rodger’s wise wisdom and guidance of course, then sent it off to the press! Here it is, if you want to check it out, (I think you’ll know someone featured): http://eisenmanagementgroup.wordpress.com/

Plan of attack three: an intern inevitable, i.e. folding papers. Although most interns groan at the thought of filing and folding anything, because it is seen as grunt work, my day’s duty was nothing of the sort.  Rodger, the big cheese of the Eisen Agency, joined me. We tri-folded (tip:rulers are great for this!), talked and watched bad daytime TV. The tedious task, although monotonous, was a nice break from tweeting, as much fun as writing clever words under 140 characters may be.  Attitude is everything, my friends.

For an update my Web-based work, check out Cult of the Blue Tongue http://cultofthebluetongue.blogspot.com/ and @EisenHotNews on Twitter. I’ll be back to reigning Twitter Friday…