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Case Studies (Application Stories)May 17, 2012 by kaypaumier I’ve written about feature stories in general. Here’s some information about application stories or case studies. A special type of feature story, an application story or case study is a description of how a product is used. For a company, its purpose is to enhance credibility and provide a third-party reference. For the readers, the purpose is to learn about some product or approach that could help them solve a problem. In developing a case study, make sure it is a story. Just because the sale was large does not make it interesting. What is different about the situation that could interest a reader? Also make sure that the company is willing to have a story written. Oftentimes the actual user of the product is willing, but the company (especially larger ones) has a policy against participating in such stories or has a procedure that must be followed. So ask the customer for a contact in the company’s PR department to cross-check. In writing, include the following:
Pitching a Case Study The procedure for placing a case study is similar to that of other types of feature stories. Specifically, you’ll review the target magazines and websites to make sure they’re appropriate, suggest the story in an abstract, and either submit a written application story or give the editor enough information to write the story him or herself. Even if you submit the case study, the printed version will seldom have your byline. And, even if you don’t place the case study elsewhere, companies often write up case studies for use as marketing collateral and for their websites.
Posted in Media, Public Relations (PR), publicity, Writing |
Tags: media, media relations, public relations, publicity, writing How to Write a Feature StoryMay 10, 2012 by kaypaumier In my previous post, I discussed how to develop and pitch feature story ideas. Here are some tips on how to write those features. Write the lead. Unlike a news release, the feature lead can be longer than one paragraph. The lead usually does not include the five “W’s and the “H” (who, what, when, where, why and how) that start the news release. Instead the first two or three paragraphs generally introduce the subject, set the tone and encourage the reader to continue reading. A feature must begin strongly. Pay attention to the feature stories you read. What got your attention? Chances are that the articles started with one of these approaches:
Write the “nut” paragraph. Give the news peg or significance of the story in the second or third paragraph. This is called the “nut” (or “so what”) paragraph. It gives the reader a reason to continue. Here’s an example. (Lead) “Obesity is a major problem. It’s estimated that more than 60 percent of adult Americans are overweight, and that 30 percent of us are obese. This is a frightening statistic, with tremendous ramifications for our future.” (“Nut”) “Fortunately, with a few small changes in diet and nutrition, most people can maintain a healthy weight. Here’s how.” Write the body of the feature story. Treat your information in an appropriate sequence for the topic. Three common approaches are:
Whatever your sequence, it’s important to write well. A feature can be written in first person (“I”), although most are written in third person (“they”). The writing can be freer, more casual than a news release. Quotations can add interest and give a personal touch. Write a good ending. The ending of the feature story should wrap things up. Some good ways to end are:
I have some sample feature stories on this website. Feature stories are some of the best, most over-looked tools in the PR toolkit. I encourage you to add them to your publicity plans, today.
Posted in Public Relations (PR), publicity, Writing |
Tags: media, media relations, public relations, publicity How to Develop and Pitch Feature StoriesMay 3, 2012 by kaypaumier Even the most newsworthy companies and organizations typically can’t dpeend on “hard news” to consistenlty keep them in the public’s eye. This is where feature stories come in. Feature stories humanize, educate and entertain. Features can offer greater opportunities than news releases, because they are more detailed and have longer “shelf lives” (get used over a longer period of time). They can help you get publicity when you have no news and increase your credibility. Features can be particularly valuable for professional services and not-for-profit organizations, which typically do not have much news. However, a feature story cannot directly promote your product, service or organization. Effective features put your service or product into a larger context, one that will interest the media and their readers or viewers. In some cases, feature stories can be the mainstay of the publicity program. One client did not have any news for more than a year. In that timeframe, I placed a major feature every few months, effectively spreading the word about his software. This post will discuss how to develop and pitch feature stories. I will discuss writing a feature in my next post. But first, some background. Background Features Basically, there are two types of feature stories: general and bylined. A general feature is often designed as a background piece, something editors can use to craft their own stories. The feature is designed to assure the company, product or message is included. For example, in my work with the American Camp Association (ACA) Northern California, I’ve developed about two-dozen features on such topics as the types of summer camps, tips on how to choose a summer camp, and the benefits of the summer camp experience. I make this material available to editors who either run the articles verbatim or take information from them to add to their own articles. The resulting articles often include many of the ACA’s basic messages. Bylined Features For background features, you can contact editors at multiple publications. That is not the case with bylined features, where the publication will print your article as you’ve submitted it (or basically as you’ve submitted it) and indicate that it came from you. Typically such articles include a “byline” at the end, giving the author’s name, company, credentials and contact information. Here is a sample: “Mary Jones is president of Good Grammar, a writing and editing service (www.goodgrammar.com). She can be reached at mary@goodgrammar.com.” Bylined features can be powerful because they assure your basic message is included and position the author as an expert. Whichever type of feature you choose, here are some steps for developing a feature: Choose a topic. Some ideas to consider are:
Choose an angle or theme. Once you have your topic, determine your angle. The topic is the general category (e.g., weight control). The angle is the exact story (e.g., unusual ways to lose weight). Then outline your story. This doesn’t have to be a formal outline, but it should generally cover the points you want to make. The abstract for the construction management story (below) listed the nine “pitfalls” the author was going to cover. Prepare an abstract Write a short (less than one page) summary or outline of the story. You’ll need this if you pitch a bylined article to the media. But it is also valuable for guiding your writing even if you’re writing a background article or one for your own website. Here is a sample: Common Pitfalls When Starting with Online Construction Management Only about 10 percent of all construction firms, mostly larger ones, are using online construction management, and users typically have less than five years’ experience with such systems. This makes it difficult for new users to learn from others. The result is that many new users will make the same types of mistakes when starting with online construction management. Fortunately, it doesn’t have to be this way. This article will discuss nine common pitfalls new users often experience, and suggest ways to overcome or deal with them. The pitfalls are:
Trying to run too many projects on the new system right away. The goal is to help contractors make informed decisions so that the online system can help them reduce their workloads, save time and improve their profitability. Pitching a Feature Pitch general and contributed features slightly differently. To pitch a general feature:
To pitch a bylined feature:
My advice is not to write the article until you have “buy in” from the editor. Chances are that he or she might want some changes, and it’s best to get that information up front, before you start writing. Of course, you might not even care about placing the feature. You might just want to post it on your own site. And that brings us to my next post, which will discuss how to write effective feature stories.
Posted in Media, Public Relations (PR), publicity, Writing |
Tags: media relations, public relations, publicity, writing Should You Use Social Media to Contact the Media?April 26, 2012 by kaypaumier Many people say that you should use social media to contact the media. They say that e-mail and voice mail are dead, and that it’s best to tweet, comment on a blog, or send a message on Facebook, LinkedIn or Google+. This is an issue because reporters are harder and harder to reach. Robert Wynne discusses this topic in his article in Forbes entitled (appropriately enough) “Should You Contact the Media in Social Media?” Instead of just pontificating, Robert did us all a favor by asking reporters at top publications what they prefer: how to use social media, when to use it, and when to back off. Most of the reporters said work e-mail was the best, most dependable way to reach them. “All roads lead to e-mail,” said one. “I always see my e-mails,” said another. Some reporters has abandoned their voice mail altogether. Fortunately, usually those reporters warn callers not to leave a voice message. One felt being contacted on a social media site, as long as the “persona” is tied to work, was fine. So a Twitter handle connected to the publication would work. However, Twitter’s fleeting nature was a concern. “I might miss a tweet,” admitted more than one respondent. Several said that Facebook was largely a personal space, and that pitching them on that site could feel intrusive. LinkedIn was possibly okay. However, many reporters don’t check Facebook or LinkedIn very often, so you run the risk of having the message get lost or at least be less timely. Others say that posting comments on their blogs can be a good way of connecting with them. Again that makes sense. Even before there were blogs, commenting on an article was a great way to connect. Now that there are blogs, it’s almost mandatory in a lot of cases. All in all, this article confirms my experience. I do think common sense, persistence and good ol- fashioned manners are the best ways to connect with the media.
Posted in Media, Public Relations (PR), publicity, Social Media |
Tags: media, media relations, public relations, publicity, social media Tech Media MisconceptionsApril 19, 2012 by kaypaumier Over the years, the tech media has been accused of being “influence peddlers.” Dan Primack presents a rational and (I believe) balanced view of that accusation in his article “Tech Media Misconceptions” in Fortune. Dan notes that “(a)ll journalists who break news are in the business of giving and receiving favors.” After all, journalists need sources. And developing a source means “forming a business relationship to further improve our product. And just like in any business relationship, both sides expect to get something out of it.” Whatever the source wants, the media typically want something very basic: an important story. Money typically does not change hands in the journalist-and-source relationship – at least not directly. But face it, almost all reporters are dependent on advertisers. “This isn’t to say that we won’t write something critical of an advertiser — just like most of us will write something critical of our own sources — but the conflict isn’t absent from our thought process.” And then there are the technology conferences. These events are put on primarily to generate revenue. A “well-attended conference can generate more money in a day than can a month’s worth of on-site advertising.” And how do you get a well-attended conference? “High-profile speakers. The higher the better. And do you know who usually recruits those speakers? Journalists, because they’re the ones with the existing relationships. “In other words, journalists basically ask the people they are covering to appear at an event for the purpose of making money for that journalist’s employer (which then has more money to pay the journalist, or give them a raise).” Definitely a two-edged sword, and a primary reason for the skepticism about technology journalism. But “ultimately, it all comes down to reader trust, which journalists and media outlets gain over time by regularly publishing accurate, insightful and/or entertaining information.” And that is the bottom line.
Posted in Media, Public Relations (PR), publicity |
Tags: media, media relations, public relations, publicity The Shrinking News CycleApril 12, 2012 by kaypaumier It wasn’t all that long ago that we got virtually all our news from a few mainstream sources. In most instances we even knew when we would get the news. Newspapers were delivered in the morning. The TV news came on at 6 p.m. Now, with Twitter, Facebook and the like, news can be (and increasingly is) reported instantly. So what does that mean for its accuracy? Its longevity? Its value? Mathew Ingram of GigaOM examines those questions in his thoughtful article “Twitter and the Incredible Shrinking News Cycle.” He points out that, in today’s media landscape, “the value of a simple ‘scoop’ or breaking news report is declining rapidly — and that might just be a good thing.” Because ”the news is now happening all around us, and we are part of it,” the news cycle is being accelerated. Journalists now have only hours and in some case only minutes to report on a breaking story. Increasingly, the process of verifying facts and analyzing events happens out in the open, instead of behind the scenes. In my opinion, a good deal of what gets published on Twitter and other social media sites seems to follow the “read, fire, aim” philosophy. Get it out there, and refine it later. Still, in spite of those odds, many media outlets try to break the story, get the scoop. But “the half-life — and value — of a scoop continues to decline.” So, I ask, does it make sense to try to “beat” Twitter, especially when the tweeter might be directly involved in the news story? Ingram suggests that: “instead, it might be worth more — particularly in the long term — to spend the time trying to confirm the reports that emerge through social media…or to push the story beyond the simple report that something has happened and figure out what it means or why it matters.” Yes, having longer pieces, more thoughtful analysis would certainly fill a need in this scoop-crazy society. That’s what I long for. Context. Clarification. Big picture analysis. I want to know why something matters. As Ingram says, “(t)hat kind of analysis and context has always been the most long-lasting aspect of journalism… .” I agree. I only wish more others did. What We Can Learn about Communication from the Presidential CandidatesApril 5, 2012 by kaypaumier If you’re like me, you’re already sick of the presidential campaign, and we have months left to go. But this is a great time to study good and bad communication styles. In his article, “Presidential Points: Listen Up and Learn from the Candidates” (Portfolio, January 30, 2012), Bill Rosenthal analyzed how the Republican candidates are illustrating “how to connect with people as well as how to turn people off; how to send clear messages or how to confuse voters.” Here are some lessons: Don’t stonewall—Think Mitt Romney’s delay in releasing his tax returns. As Rosenthal says: “You can’t outrun a burning issue. Resolve it, and the sooner the better.” Don’t go AWOL—Again, think Newt Gingrich going on a cruise of the Greek Islands shortly after announcing his candidacy. Almost stopped his campaign before it started. Say it, then stop—Romney said that that health-care choice allows people to dismiss their providers and insurance companies. But then he added: “I like being able to fire people who provide services to me.” Not exactly a warm fuzzy statement. “The lesson here: If you’re talking about a sensitive issue, don’t stray from the script.” (Reminds me of Jimmy Carter’s famous “lusting in his heart” comment.) Don’t be a frat boy—Early on at Bain Capital, Romney posed with dollar bills in his hands, pockets, teeth and shirt collar. This is now an embarrassment. Careful what you pose for. The picture might end up on Facebook (or worse). Don’t be pompous—Gingrich likened himself to Winston Churchill. “Carly Fiorina had her picture placed between those of HP’s iconic founders at the company’s headquarters. Lloyd Blankfein described his role at Goldman Sachs as ‘doing God’s work.’ The lesson here: Don’t take yourself too seriously.” Don’t say anything you don’t want published—Candidate Barack Obama described the voters against him as “bitter, clinging to their guns, their religion, and antipathy toward people not like them. The lesson: Especially if you’re in the public eye, don’t say anything stupid.” Do your homework—Romney should have expected to be called a job-killer. John McCain should have known how many homes he owned. John Kerry should have been ready for the Swift Boat Veterans. “You have to be ready to answer tough questions.” Keep it honest—Newt Gingrich said he had more Twitter followers than his competitors. Trouble is, many of the accounts were inactive or dummies. Be honest or lose credibility. As Rosenthal summarizes: “Keep your eyes on the candidates. You’ll learn about their positions. And, as a bonus, you’ll gain valuable lessons about The Effective PitchMarch 29, 2012 by kaypaumier In the PR world, “pitching” refers to suggesting something to a reporter. The suggestion could be a story idea, an interview, a product review or the like. A pitch can focus on generating immediate coverage or on longer-term ideas and opportunities. The immediate goal is to get to first base, to generate enough interest that the reporter wants more. The trick is to have something interesting to offer, and to state that idea in a compelling manner. You won’t have much time. Most reporters take only three to five seconds before deciding whether to reject an idea. In any event, “pitching” is one of the primary skills in publicity. It’s also one of the most challenging. A good pitch:
Pitches can be written or verbal. Even if pitching by phone, it is good to write a short outline. How can you develop an effective pitch? Here are some tips. Know your target. Study the publication or program. Make sure the pitch fits them. Match their style as much as possible. You would not pitch The Wall Street Journal the same way you pitch Rolling Stone. Personalize the pitch. Identify the right person for your pitch. If necessary, check the publication’s masthead. Better yet, read the publication and identify who covers your industry. Make it clear that you have done your homework. Point out that the topic would be a good follow-up to a previous report. Suggest a particular section in the publication or program. State which editorial calendar feature you’re targeting. Or cite some demographic information (found in the media kit) that show why your story is appropriate for the readers. Reporters like to know that you’re paying attention to their publication or outlet. In PR, familiarity does not breed contempt. It often breeds success. Start at the end. Think about what you’d like the final article to look like. Imagine a headline and subhead. Focus your writing to achieve that goal. John Wood, author of “How to Write Attention-Getting Query and Cover Letters,” suggests analyzing the leads of articles. If those leads were pitches, which ones would you pursue if you were a reporter? Write a good e-mail subject line. If you’re e-mailing the pitch, make sure your subject line tells your story quickly and convincingly. Write a good lead. You need to immediately draw the reporter into your pitch. You might start either by “writing” the first paragraph of the story or referring to your conversation with the reporter. Statistics, stories, questions or dramatic statements often work well. Some samples:
Present the broad story. Take your idea beyond your client or company, and focus on its larger impact. Will the idea help or hurt the economy? Your industry? Your area? Will it tie into a “hot” topic? Spell out the impact; don’t expect the reporter to figure it out. Focus on the readers’ needs. What is the readers’ pain? How will they benefit from your suggestion? Think about the obstacles. What would make the reporter turn down your suggestion? Is it too complicated? Or too simple? Is it too different from the stories the publication covers? Or is it too similar to previous reports? Think about possible objections and address them in your pitch. Be specific. Give evidence – statistics, research and stories – to support your idea. Do the reporters’ work for them and you’ll increase your chances of success. Make the pitch short and easy to read. It should only be a few paragraphs, one e-mail screen or one page. Use short words and sentences. If appropriate, go negative. People are typically more motivated by the fear of loss (the “pain”) than by the promise of gain. So it might be more compelling to pitch a way to avoid a tax audit than to pitch tips to save money on taxes. Do not make the pitch too promotional. Stay factual and avoid hyperbole. Remember, you need to present an idea the reporter can use. Do not send attachments when e-mailing. You can, however, link to your website. Provide “extras” when possible. Offer photos or information for graphics. Let the reporters know you can connect them with industry experts, spokespeople and customers. If you follow these recommendations, you’ll increase the chances that reporters will pay attention to your pitch. A final note: In this discussion, I’ve referred to “readers.” However, the tips work just as well for broadcast media.
Posted in Media, Public Relations (PR), publicity |
Tags: media, media relations, public relations, publicity Writing Relevant Marketing CopyMarch 22, 2012 by kaypaumier A colleague and friend of mine, Susan Monroe of Written Right, recently posted this information about writing relevant marketing copy. I thought it valuable and wanted to share it with you. One of the things I enjoy about writing this blog is reading interesting stuff, digesting it, and passing it on. Today’s pass-along is about relevance in marketing communications, for which I owe thanks to Kristin Zhivago, a Rhode-Island based revenue coach. In her article “Secrets to Writing Marketing Copy that Customers Can’t Ignore,” Ms. Zhivago contends that “marketing copy is dead. Dead. Dead. Dead.” I hear her. There’s a lot of moribund copy out there. At its best, it’s clear, concise, and relatively easy to read. But it doesn’t address the reader as though she were sitting next to you at the beach. And that, says Ms. Zhivago, is what makes copy relevant and engaging. Of course, writing copy that grabs and holds readers requires that you know them and what they want. At a time when buyers can get all the information they need from sources other than your company, this not a mere “nice to have.” Your copy must also make tradeoffs for the prospect. Again, this requires that you know your prospect well enough to know what those tradeoffs are. What a concept. Your prospect is probably not saying “Gee, I really like it that Acme Motors has designed a nifty super-cooled frammis into the new model. I’m gonna go for it.” Instead, he’s more likely to be saying, “Hm. I like the frammis a lot, but is it worth the price, given that Acme’s kinda light on the widget-exchange factor?” I think Ms. Zhivago is saying that once you know your potential customers’ tradeoffs, you should address them in a friendly way. This approach makes sense, absolutely. But I wonder if it works better in “friendlier” markets. So many copywriters work with clients who sell complex products or services, and that seems to argue for a fairly formal marketing writing style. Could converting them to a more relaxed one require too much re-education? The Online News Room, Part 2February 23, 2012 by kaypaumier In my previous post, I discussed the content to be included in an online press room. This post will cover navigation and some other tips. Navigation Make it easy for reporters to find information. They will not stay on your site if they have trouble finding what they need. Some tips:
Other Tips
When well done, the online press room can significantly boost your publicity program. Make it complete. Make it easy to use. And keep it up to date. You’ll be glad you did.
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