(Speech to PR News' Media Relations Next Practices Forum 11/30)
Little did I know when I accepted the invitation to speak here on the digital transition, that I would be involved in a digital transition of my own. After 26 years with the Associated Press, I’ll be joining Bankrate.com at the beginning of the year as Washington bureau chief.
It is a tremendous opportunity and one that I’m very excited about. I’ve had a wonderful run with the AP and am grateful for that experience.
The first we need to acknowledge is the pace of change, which I’d argue is more significant than most of us realize. That creates both challenge and opportunity, the challenge to process, adapt and position, and the opportunity to be among the winners, and to separate from those who will fail to keep pace.
Change is occurring at virtually all levels of what we experience. Think about it. Climate, global leadership, the economy, regulation, politics, technology.
An image that I think portrays this situation is “running to catch a moving train”.
That’s the view from 50,000 feet. Oops, I’m mixing transportation metaphors.
Let’s come back down to earth and talk about how some of these things affect journalists and professional communicators. As a benchmark of how things have changed, it is no secret that people are consuming news and information in different ways than before. Those differences are more pronounced among younger people.
As I’ve spoken to college journalism/communications students over the past couple of years, many expressed an affinity for printed newspapers. But if you ask them, how many of you are willing to pay for news, you won’t get many, if any hands raised. Someone wisely branded these folks, the digital natives, and they’re accustomed to getting information for free, don’t see a justification for paying for it.
We know from the iTunes experience that people can be influenced to change, to be forced to pay for content. Remember when Napster was all the rage about a decade ago, when mostly youngsters were essentially just stealing music all of the time?
Steve Jobs and company came up with an ingenious model that made it easy to download and quickly pay for content. It is part of an experience using the browser, iTunes, the ipod, and the Iphone.
Too bad, Steve Jobs wasn’t alive long enough to try to figure out a solution for news that works so well. Our society, as we presently know it, is dependent upon excellent journalism. The quality of government breaks down when that information flow is hindered.
So there’s a lot at stake.
Let’s take a few minutes to offer some practical advice about the link between journalists and professional communicators. The first, most important thing is to urge folks to do their homework before making a pitch.
Of 100 pitches that come my way, 97 percent are non-starters. That means it is a waste of time for me, and a waste of resources for you. I’d argue that if you aren’t thinking about efficiency in this regard, then you might be basing your world on a potentially at risk business model. The client, or the person paying your paycheck isn’t really paying you to throw a wild ball.
So, why are the pitches wrong?
They don’t take into consideration what we do. When I pick up the phone and I have someone say, I’ve got a guest for your show (and that happens), I’m forced to say something like thank you, but I don’t have a show. I cover breaking news and do enterprise stories on the business and financial beat.
In the past month alone, here are some actual pitches that came my way, that didn’t quite hit the mark -- expert tips on bird feeding, a hypnosis expert on how to manage election day anxiety, and interview with the author of “Buddy, How a Rooster Made Me a Family Man.”
For our audience and most of the audiences served by most of the journalists I know, we’re going straight to the consumer, the saver, or the investor. The B-to-B story doesn’t work.
I can appreciate why you might want to pitch a B-to-B story. But I can’t use it.
There’s something that you should think about, with regard to leveraging the news cycle better. Every news shop has a news hole to fill. And you’ve seen over the years, that some stories occupy much of that by their very gravity or import.
When those stories aren’t around, we’re left to fill the hole with the best thing we have.
Two weeks ago, it was the Petraeus story, then that was pushed aside by the exchange of missiles and rockets in Israel and Gaza. Then, a bit of a void, and TV, radio and newspapers, all did the obligatory Black Friday shopping story, which one can argue is a bit of a time filler. Last weekend was relatively quiet for news. My advice would have been looking to fill that space with your story.
News organizations know that the holiday weekend is likely going to be fairly slow.
Same for weekends in general, and Mondays.
Along with the changes in the business model that have come with the digital revolution have been that consumers have taken a table, at the virtual editorial meeting. That means that certain stories or issues get moved to the list of items that are up for consideration, because of their popularity.
The challenge is to identify when these situations occur, decide whether or how to respond and to do it in a timely fashion. That can create a PR crisis in no time, so the challenge is both on journalists and professional communicators to be ready to react.
Another message I’d like to leave you with today, is that if you work it right, speaking globally here, you can trust us. Or you can trust me and my colleagues, wherever I’m working. That means for us to move forward on a story, it helps to share some information.
I can’t tell you how many times, I’ve had someone promise a “major announcement” seeming to think that by withholding information on what the announcement is, that we’ll just to show up with the hope that news is made.
Experience has shown that when that is held out there for us, it is less than newsworthy.
The best situation is where we’re given an opportunity to prepare a story in advance, with an agreed to embargo, or release time. That way, we can get all of the content we need, such as an interview for radio, video, or quotations for print.
Along the lines of thinking about story placement, there are prime times for radio, online video, television and print, and they don’t all intersect. Radio does best during commute times, so morning and afternoon drive. Online video is after people get seated at work, so beginning around 10 am or so. That shifts as the time zones come into play across the US. Newspapers want things ready for the morning paper. And TV has the morning and evening news shows, both local and network.
So, if you are pitching radio, don’t say we’re holding a news conference at 10 am and then we’ll do interviews after that. That’s too late. We’d want it for morning drive. Video, that might work.
For me, there are a couple of ideal ways for a pitch to go. Ideally, someone gives me a head’s up, and says we’re going to have a story coming down the pike, maybe a week or so out, want to gauge interest.Since journalism tends to be a collaborative process, that gives us an opportunity to have a discussion to plan for coverage.
Then, we have a discussion whether its a viable story, and we work out a process to get the story done. I prefer email pitches, Phone calls are too hit and miss, so it is a much more efficient process to take a look at email. And I can hit delete more easily.
I do occasionally miss or fail to understand an email pitch. But my advice is to make the pitch as concise as possible. I don’t want to be pitched via LinkedIn, or Twitter, or Facebook. If you can’t sum up the pitch in 20 seconds, you haven’t though it through quite yet.
Social media are fine places for you to put some story ideas out there for general consumption, or to provide a link to a news release or something like that.
If you do reach someone over the phone, most of us know within 10 to 20 seconds whether the idea might have legs. It doesn’t happen often, but occasionally we’ll get someone on the phone who is argumentative. That’s not the way to build a sustainable relationship, that is if you ever want to try to do business with us again.
In that ideal world, that doesn’t exist, we have established relationships with pr professionals, and we both have an understanding of each other. Over the years, those have been the most productive relationships that I’ve enjoyed relative to the workplace.
That’s why I’d argue opportunities such as this one here today, is a step in the right direction. Thank you for being an attentive audience.
Little did I know when I accepted the invitation to speak here on the digital transition, that I would be involved in a digital transition of my own. After 26 years with the Associated Press, I’ll be joining Bankrate.com at the beginning of the year as Washington bureau chief.
It is a tremendous opportunity and one that I’m very excited about. I’ve had a wonderful run with the AP and am grateful for that experience.
The first we need to acknowledge is the pace of change, which I’d argue is more significant than most of us realize. That creates both challenge and opportunity, the challenge to process, adapt and position, and the opportunity to be among the winners, and to separate from those who will fail to keep pace.
Change is occurring at virtually all levels of what we experience. Think about it. Climate, global leadership, the economy, regulation, politics, technology.
An image that I think portrays this situation is “running to catch a moving train”.
That’s the view from 50,000 feet. Oops, I’m mixing transportation metaphors.
Let’s come back down to earth and talk about how some of these things affect journalists and professional communicators. As a benchmark of how things have changed, it is no secret that people are consuming news and information in different ways than before. Those differences are more pronounced among younger people.
As I’ve spoken to college journalism/communications students over the past couple of years, many expressed an affinity for printed newspapers. But if you ask them, how many of you are willing to pay for news, you won’t get many, if any hands raised. Someone wisely branded these folks, the digital natives, and they’re accustomed to getting information for free, don’t see a justification for paying for it.
We know from the iTunes experience that people can be influenced to change, to be forced to pay for content. Remember when Napster was all the rage about a decade ago, when mostly youngsters were essentially just stealing music all of the time?
Steve Jobs and company came up with an ingenious model that made it easy to download and quickly pay for content. It is part of an experience using the browser, iTunes, the ipod, and the Iphone.
Too bad, Steve Jobs wasn’t alive long enough to try to figure out a solution for news that works so well. Our society, as we presently know it, is dependent upon excellent journalism. The quality of government breaks down when that information flow is hindered.
So there’s a lot at stake.
Let’s take a few minutes to offer some practical advice about the link between journalists and professional communicators. The first, most important thing is to urge folks to do their homework before making a pitch.
Of 100 pitches that come my way, 97 percent are non-starters. That means it is a waste of time for me, and a waste of resources for you. I’d argue that if you aren’t thinking about efficiency in this regard, then you might be basing your world on a potentially at risk business model. The client, or the person paying your paycheck isn’t really paying you to throw a wild ball.
So, why are the pitches wrong?
They don’t take into consideration what we do. When I pick up the phone and I have someone say, I’ve got a guest for your show (and that happens), I’m forced to say something like thank you, but I don’t have a show. I cover breaking news and do enterprise stories on the business and financial beat.
In the past month alone, here are some actual pitches that came my way, that didn’t quite hit the mark -- expert tips on bird feeding, a hypnosis expert on how to manage election day anxiety, and interview with the author of “Buddy, How a Rooster Made Me a Family Man.”
For our audience and most of the audiences served by most of the journalists I know, we’re going straight to the consumer, the saver, or the investor. The B-to-B story doesn’t work.
I can appreciate why you might want to pitch a B-to-B story. But I can’t use it.
There’s something that you should think about, with regard to leveraging the news cycle better. Every news shop has a news hole to fill. And you’ve seen over the years, that some stories occupy much of that by their very gravity or import.
When those stories aren’t around, we’re left to fill the hole with the best thing we have.
Two weeks ago, it was the Petraeus story, then that was pushed aside by the exchange of missiles and rockets in Israel and Gaza. Then, a bit of a void, and TV, radio and newspapers, all did the obligatory Black Friday shopping story, which one can argue is a bit of a time filler. Last weekend was relatively quiet for news. My advice would have been looking to fill that space with your story.
News organizations know that the holiday weekend is likely going to be fairly slow.
Same for weekends in general, and Mondays.
Along with the changes in the business model that have come with the digital revolution have been that consumers have taken a table, at the virtual editorial meeting. That means that certain stories or issues get moved to the list of items that are up for consideration, because of their popularity.
The challenge is to identify when these situations occur, decide whether or how to respond and to do it in a timely fashion. That can create a PR crisis in no time, so the challenge is both on journalists and professional communicators to be ready to react.
Another message I’d like to leave you with today, is that if you work it right, speaking globally here, you can trust us. Or you can trust me and my colleagues, wherever I’m working. That means for us to move forward on a story, it helps to share some information.
I can’t tell you how many times, I’ve had someone promise a “major announcement” seeming to think that by withholding information on what the announcement is, that we’ll just to show up with the hope that news is made.
Experience has shown that when that is held out there for us, it is less than newsworthy.
The best situation is where we’re given an opportunity to prepare a story in advance, with an agreed to embargo, or release time. That way, we can get all of the content we need, such as an interview for radio, video, or quotations for print.
Along the lines of thinking about story placement, there are prime times for radio, online video, television and print, and they don’t all intersect. Radio does best during commute times, so morning and afternoon drive. Online video is after people get seated at work, so beginning around 10 am or so. That shifts as the time zones come into play across the US. Newspapers want things ready for the morning paper. And TV has the morning and evening news shows, both local and network.
So, if you are pitching radio, don’t say we’re holding a news conference at 10 am and then we’ll do interviews after that. That’s too late. We’d want it for morning drive. Video, that might work.
For me, there are a couple of ideal ways for a pitch to go. Ideally, someone gives me a head’s up, and says we’re going to have a story coming down the pike, maybe a week or so out, want to gauge interest.Since journalism tends to be a collaborative process, that gives us an opportunity to have a discussion to plan for coverage.
Then, we have a discussion whether its a viable story, and we work out a process to get the story done. I prefer email pitches, Phone calls are too hit and miss, so it is a much more efficient process to take a look at email. And I can hit delete more easily.
I do occasionally miss or fail to understand an email pitch. But my advice is to make the pitch as concise as possible. I don’t want to be pitched via LinkedIn, or Twitter, or Facebook. If you can’t sum up the pitch in 20 seconds, you haven’t though it through quite yet.
Social media are fine places for you to put some story ideas out there for general consumption, or to provide a link to a news release or something like that.
If you do reach someone over the phone, most of us know within 10 to 20 seconds whether the idea might have legs. It doesn’t happen often, but occasionally we’ll get someone on the phone who is argumentative. That’s not the way to build a sustainable relationship, that is if you ever want to try to do business with us again.
In that ideal world, that doesn’t exist, we have established relationships with pr professionals, and we both have an understanding of each other. Over the years, those have been the most productive relationships that I’ve enjoyed relative to the workplace.
That’s why I’d argue opportunities such as this one here today, is a step in the right direction. Thank you for being an attentive audience.
