I often reflect on what I’m most grateful for, but given the season it seems an apropos time to share it.

First and foremost, I am so grateful for the amazing clients and nonprofits I’ve had the opportunity to work with over the years. Everyday I’m amazed by their creativity, tenacity, vision, and passion. I’m beyond grateful for the mutual trust we’ve developed, the new adventures each day brings day, and the opportunity to continually learn and grow with them.

To the mentors who have guided and encouraged me academically, professionally or personally – I am forever indebted! And to all of my PR colleagues and cohorts (fellow board members of the Phoenix PRSA, Andrea Aker of Aker Ink, Holly Harmon), I have truly enjoyed collaborating, brainstorming and serving as each other’s sounding boards…together we raise the bar on this challenging occupation.

Last, but certainly not least I’m grateful for those members of the media who, though they may not always respect the PR profession, they at least hear us out and give us a platform to share our client’s news.

Oh, and I can’t forget my wonderful family, friends, and silly dogs who bring so much laughter to my life. Thank you for everything! Don’t forget to share your gratitude with the people in your life, personally or professionally. The smallest gestures go a long way!

Tenacity often pays off in PR, but when following up with media on a pitch there’s a difference between persistence and being overbearing. Where is that line? And how can you avoid crossing it?

Everyone defines that line differently, but in a nutshell it comes down to practicing common courtesy and learning the individual preferences of the editor, blogger, producer or reporter you are pitching. Where some don’t mind a PR professional following up, others prefer to get in contact if they are interested.

“If I can tell a pitch is sent specifically to me and not part of a mass e-mail, I will try to respond every time,” said Randi Weinstein, Phoenix Business Journal managing editor. “If I don’t respond, that means I’m either not interested in the idea or we’re not able to get to it. Sometimes I’ll hold on to a pitch that might fit a project we’re working on down the road. I’d rather not have the follow up. If I’m interested, I’ll let you know.”

Typically not hearing back can mean one of two things: they aren’t interested or they are simply too busy to respond to the hundreds of pitches they receive.

“Not always but more times than not it does mean we are not interested” said one Valley TV producer. “A good booker will at least reply with a ‘no’ but unfortunately we don’t always have that time luxury. There is a small chance that the booker is interested, but it has fallen between the cracks. That is when ONE follow up is always good. More than ONE becomes annoying and will push a booker away from the pitch.”

“Usually I’m distracted with something slightly more immediate,” said Megan Finnerty, nightlife editor for The Arizona Republic. “So call me, email me again, or send a carrier pigeon, if you can find one. Just don’t send food, gifts, liquor or a singing telegram.”

Persistence v. pushy
It should go without saying, but calling immediately after a pitch is sent just to ask if the email was received is a pet peeve of most media. Give it at least a few days, and don’t call while the show is on air, or during a print deadline. Hands down, most agree the most effective way to follow up is via email rather than phone. But how do you know when to follow up and when to let it go?

“As far as persistence and pushy goes, it’s not a big deal,” Finnerty said. “I am a forthright woman and appreciate it when others are that way, too. If I don’t want a story, I will just say so. Typically, I try to say why so in the future, you’ll have a better sense of what works for the sections I edit. And if I really say no, feel free to ask me who else might want it. It’s a big newsroom.”

The local television producer also suggested choosing one way to pitch – email or phone. Don’t try to pitch both ways numerous times. She said, “If I pass on the pitch then just understand there is a reason on my end we cannot do it. Do not overly question why I am passing on it.”

Bottom line – know the media outlet you are pitching (including deadlines), the contact’s beat if applicable, and why this particular story angle or segment is a good fit for their audience. If the answer is no, figure out why and go back to the drawing board.

“I really appreciate the PR pros who understand how the Business Journal works and craft pitches that are a fit for us,” said Weinstein. “We receive a lot of pitches for stories that aren’t part of our coverage area. PR folks who pitch good, exclusive stories and respond to reporters quickly are greatly appreciated.”

Always do your homework and understand their job is not to promote you or your client. Learn the likes and dislikes of individual members of the media and be respectful of their time so you can possibly become one of the “favorites.”

“My ‘favorite’ PR people are the ones who send clear, thorough and direct press releases that are free of grammatical and spelling errors,” Finnerty said. “My ‘favorite’ PR people tell me about big, cool things even before ALL the details are nailed down (even ones months out) so I can get them on my radar. My ‘favorite’ PR people know what sections of the paper I edit and write for, and if they’re not sure, they just ask.”

Pitching Tips (courtesy Megan Finnerty and a Valley TV producer):

• A follow-up phone call should NEVER be done while a show is still in progress
• Email is always the best way to contact a booker no matter what
• Make sure it fits in one of the sections the journalist is responsible for
• If pitching local, make sure it has a local tie
• Always be mindful of timeliness
• If the topic is obscure, reference larger publications that may have covered the trend and angles they pursued

Question: How do you follow up on a pitch? What have you found to be effective?

If you have any sort of web presence and particularly a blog, I’m sure you are aware how important optimizing your site and content is.

Search engine optimization (SEO) is essential, and there are a few rudimentary steps you should be integrating in your web pages. Of course any major undertakings are best left to the SEO professionals, and certainly if you are in the process of building a site seeking out the help of someone savvy in SEO will pay off.

In the meantime there are a few basics (emphasis on the word “basic”) you can integrate into site to help optimize your copywriting:

• Select the best keywords – this is the most important first step. Take the time to research what your prospects are searching for online.
  • Remember small variations can make a world of difference – for instance if I’m using “public relations” throughout my site, but the majority is searching for “pr” – I’m missing the target.
  • Also keep in mind most searchers don’t use one-word searches. They are more than likely searching by multi-word phrases.
• Next integrate these keywords into your blog post. Use caution not to sound too repetitive. You’ll want to include them in your headline, subheads, the body and any bulleted lists.
• Use links throughout your post. If possible try to link to another relevant page on your site. Links to your pages are like votes in the eyes of search engines. Share the link love though…don’t always just link to your own site. And watch your link text – this tells search engines what the page you are linking to is about.
• Use keywords in page titles and metatags – the page title is the text visible at the top of the Internet browser and it becomes the link shown in a list of search engine results. Metatags are typically not visible to site visitors, rather they are elements in the pages code that contain data and essentially provide information about the page.

Joshua Unseth of the JAR Group, an internet marketing company out of New York, also provided some useful tips (see below video) for getting your blog or site optimized, as well as what to ask SEO professionals if you are shopping around for one.

Bottom line, don’t let SEO overwhelm you. Do what you can, but if you have the budget for a professional considering seeking one out.

Question: If you recently started implementing SEO practices into your blog post writing, have you noticed a difference?

Resources:

1. SEOmoz.org
2. JARspeaks
3. rYnoweb.com

Enclosures:

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, M4V

A headline can make or break a written piece. Too weak, boring or wordy, and you risk getting skipped over, but a strong, captivating and concise headline can draw readers in and generate traffic. In fact it is one of the most important elements of any blog post, article, press release or heading for newsletter content.

How do you write a strong headline? When writing a headline keep in mind there are two primary goals: to capture attention and to preview your content.

• Audience – Start by determining your audience and the platform you are writing for. If it is going online, you will want to take into consideration keywords. This will help search engines find your content in the first place.
  • Always keep your target audience top of mind. A headline that might work for a press release geared towards a journalist will be wildly different from a headline in your company newsletter.
• Reread – Review your content again then write a few different versions down – keeping your keywords in mind. This will help get your creativity flowing.
• Action – Be sure to use strong action words.
  • Weak: The Cardinals Gain a Win Over the Broncos. (Not a horrible headline, but it can be stronger with action verbs.
  • Strong: Cardinals Defeat Broncos.
• Avoid Being Passive – The new Yahoo Style Guide gives a good example on passive v. active
  • Passive: Hare beaten by tortoise in footrace.
  • Active: Tortoise beats hare in footrace.
• Avoid Jargon – Words that may be basic to you or people within your industry may not translate to those on the outside. If you want to have broad appeal, don’t use jargon.
• Be Clear and Concise – Brevity is important but not at the expense of making it incomprehensible. Be sure it is clear. If you have time, get another set of eyes to review your headline.
• Punctuation – Avoid most punctuation in headlines. The only exceptions are commas and questions marks.  Of course your company newsletter will afford you more freedom, so if you feel it’s necessary and appropriate to use an exclamation point, go for it.

For blog and newsletter headlines, a good test is to draft several headlines for the same content and see which drives the most traffic or gets the most click-throughs. Over time you will begin to learn what resonates most with your readers. There are loads of resources out there on headline writing. One quick and dirty resource is the new Yahoo Style Guide. There are more resources listed below, but the best way is to practice and test, then repeat.

Question: What tips do you have on headline writing? Any tricks you employ?

Resources:
1. Yahoo Style Guide
2. “The Copywriter’s Handbook” by Robert Bly
3. “How to Write Headlines that Work” by CopyBlogger.com
4. “Why less is more when it comes to headlines” – Communications Conversations

For more marketing and PR tips and tools check out JetPack Radio.

Enclosures:

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, M4V

It may be safe to say blogging has hit the mainstream. There’s a blog – and in some cases hundreds – on any and every topic conceivable.

Blogs are great outlets for voicing opinions, educating, expressing creativity and, of course, as marketing tools. They provide you or your organization a global platform and an opportunity to create a more meaningful relationships with a niche audience. If you don’t have a blog and you’re thinking about starting one, or maybe you do, but have hit a wall with creating fresh content, there are a few things you can do to get started or overcome creative block:

• Research – what is already being done in this area? Can you fill a niche not currently being filled or approach a common topic from a fresh angle? Discover that and you will have a leg up on the competition.
• Passion – what are you most passionate about? Base your blog on something you are passionate about and it won’t feel like a chore. Topics will come easy, and you’ll be excited to constantly create and share your passion with the world. In turn, you will create better content, because it won’t be forced.
• Voice – find your voice. Your passion will dictate this too, but also think about whether you want your blog to be written, video or audio as a podcast. Blogs are not just limited to the written format. If you hate writing, maybe audio is the route to go. Make it fun.
• Curating content – create an editorial calendar with at least a month or two of topic ideas so you are not scrambling each week. Check in with your audience. What are they talking about? Ask them what they want to know or see in your blog. Crowd source!

A good example of someone rocking the blog world is Liza de Guia of Food Curated.com. She started by analyzing what else was being done in the food blog world, found a void in the online food documentary arena, then determined how she could take her documentaries to the next level.

Though there’s no shortage of food blogs, de Guia managed to create a name for Food Curated and a following by doing something different. See the interview below in which de Guia provided some great tips for rising above the fray and finding your passion.

Hopefully this gets you thinking about what you can create. Just remember to be relevant, have fun, find your passion and make it special.

Question: Have you found a new approach to blog about a common topic? If so tell us about it and share a link your blog.

Resources:
• FoodCurated.com
• Tumblr.com
• WordPress.com
• “Top 5 Business Blogging Mistakes and How to Avoid Them” ~ by Josh Catone via Mashable

For more marketing and PR tips and tools check out JetPack Radio.

Enclosures:

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, M4V