The Write Vision Group, Inc.

How to Decide Where to Pitch

2012-02-16T17:12:00.000-06:00

I once said that to figure out what reporters want, you should watch the news.

In a similar fashion, you should also do research when deciding where to pitch to media outlets other than general news.

What does that mean? We're talking about your industry magazines, your trade publications or whatever else you read, watch or click where you see a story and you say to yourself, "I can talk about that" or "I can do/have done that."

The moral of the story? No random pitching. Each press release and contact you send it to should have a purpose.

Are Reporters Looking for You on Facebook?

2012-02-08T09:00:00.000-06:00

Sometimes reporters request submissions via Facebook.

The answer is...maybe.

There are several media outlets that have Facebook pages now, including the Associated Press (AP), Good Morning America and my former newspaper, The Springfield News-Sun. Ditto for Twitter feeds, if you care to do a search for your favorite media outlets and/or programs.

There are instances where outlets look for sources and stories via social media such as Facebook and Twitter. As an example, if someone dies and a Facebook group springs up in their memory, reporters have been known to go there for quotes or to find people who knew the person to interview.

Reporters will also post questions about certain subjects if they want feedback for their story. "Have you been affected by high gas prices and you're unemployed? Email us at reporter@yournews.com." Or something similar on Twitter, in 140 characters of course.

The answer to the question is that yes, you could use Facebook, Twitter and other social media to get your story out there -- If you have what they're looking for.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

By the Numbers...Reporters Love Statistics

2012-02-02T09:00:00.000-06:00

You're pitching a story about...some amazing phenomenon.

BE SURE you have some statistics, facts or figures to back up the claim.

Read, listen to or watch any news story about a trend and just about every time you will hear something about how many people affected, how much it costs, how this number or that number of whatever grew or shrunk, etc.

Reporters love numbers. We love cold, hard visuals of data that we can spout off -- or even better -- stick in colorful graphic charts.

The moral of the story? Find some cold hard (relevant) data to support your story. It will make your pitch that much better.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

Burger King Delivers?!

2012-01-25T08:13:00.000-06:00

If you haven't learned anything else from me, hopefully you know that I say it's typically tougher for businesses to get themselves in the news. Why?

Because -- say it with me -- the general feeling is that businesses that want advertising should buy an ad. No free publicity here. Unless you're Apple status.

Or you've done something with your business so out of the box that the media HAS to take notice.

Like Burger King testing delivery options at 10 locations in Maryland and Virginia.

Fast food? Delivery? Wow. As many times as I've lazily thought, "Man, I wish I could have that Whopper delivered..." I never thought it could happen. The idea definitely has America talking.

The moral of the story? Find the buzz about your business that can capture the public's attention. Besides your $99 sale, that is.

But don't worry, it's alright if it's not quite as buzzworthy as the idea of a Whopper showing up on your doorstep.

The Power of the Protest

2012-01-18T07:52:00.000-06:00

Earlier this week, we celebrated the life and legacy of Dr. Martin Luther King Jr. and the activism -- largely fueled by protests, sit-ins and marches -- that changed America.

It shouldn't be any surprise that the power of the protest still reigns supreme and has gone viral, with the online protests of two congressional bills, SOPA and PIPA. Sites like Google and Wikipedia are "going dark" today to protest the bills, the Stop Online Piracy Act and the Protect IP Act. The Detroit Free Press explains, "the two bills anathema to many of the biggest voices on the Web, including Google, Wikipedia and Facebook.The gist of these two acts is this: the government is seeking the ability to shut down access to foreign sites that it determines are 'facilitating the commission' of copyright infringement."

CNN gives an excellent breakdown of what's at stake, summarizing: "Both sides say they agree that protecting content is a worthy goal. But opponents say that the way SOPA is written effectively promotes censorship and is rife with the potential for unintended consequences."

It looks like lawmakers are already trying to figure out how to go back to the drawing board to find a solution that will satisfy both parties.

But had it not been for protests of some of pretty massive companies, we may not have known a thing about it.

The power of the protest still lives -- and when done correctly -- gets the attention it deserves.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc.With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

Knowing When to Grab a Publicity Opportunity

2012-01-12T00:44:00.000-06:00

Blue Ivy Events is enjoying unexpected residual publicity
from sharing a name with the newborn of Jay Z and Beyonce.

Before this week, how many people could say they had heard of a Boston small business -- an event planning company called Blue Ivy?

Now the whole country -- and dare we say, the world -- has exposure to the company because it happens to share its name with the already ultra-famous kid of Beyonce and Jay Z.

So what did the owner Veronica Alexandra do to ride this unexpected media gem as far as it can go? In addition to explaining how she came up with the unique name (the media is having a field day trying to figure out how Bey and Jay did for their new bundle of joy) she is also taking full advantage.

Huffington Post reports: "... Alexandra's business name has been dethroned in Google searches by the power couple's baby. She is now working the 'if you can't beat them, join them' approach -- she has done whirlwind media appearances, posted a banner on her website that says 'CONGRATS to our SOUL MATE Couple with Baby Blue Ivy!' posted messages on her Facebook and tweeted 'event planning company came first ... Beyonce 2nd ...' and 'Beyonce's daughter just validated how artistic we care to be. Love IT!'"

Great way to recognize a publicity opportunity. The moral of the story? Keep an eye on what celebs are naming their kids.

Note: I have to thank my buddies over at Complete Concepts Consulting, Inc. for the inspiration of this post.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc.With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

Don't Burn the Publicity Bridge

2012-01-04T09:00:00.005-06:00

Happy New Year!

Here's a toast to all of the great publicity you are seeking for your awesome nonprofit and/or your profitable business.

So in my first post of the year, I'm going to share an experience that I've had within the last couple of months.

I pitched to a reporter and they weren't interested in the story I was presenting -- at that moment. But the reporter assured me that it was an issue she was ware of and that she would keep us in mind.

The point of all? Sometimes it takes time for your story. You may not catch the reporter's attention or fit in their timeline the very second that your pitch. And that's OK.

Don't write the reporter off. Don't throw a fit or send a nasty email. Just wait for your time. If you have a good story and you are presenting it well, your time is coming.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc.With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

Happy Holidays!

2011-12-22T11:11:00.000-06:00

Wishing you and yours a very Merry Christmas and a Happy New Year! We'll see you in the new year!

There's a Time to Look the Part

2011-12-07T11:37:00.001-06:00

I once wrote a story about an adorable woman and her equally adorable great-grandson about how she was raising him after his mother could no longer care for him.

We spoke for hours about a typical day and scheduled a time to come back and take photos for the story.

When we showed up for the photos, my adorable grandmother was decked out in her Sunday best, with her hair in spectacular girls and heels -- to cook with her grandson and push him on a swing.

Notice anything a little off? Well, when you're thinking visually and a photographer is filming or taking pictures of what you would NORMALLY do -- i.e. making bread, fixing cars, painting -- you need to look as natural as possible.

Though my interviewee enthusiastically wanted to put her best face forward, what she didn't do was look the part of an everyday grandmother, which was the reason for the story at all. We made it work (because I've worked with some truly awesome photographers) but capturing the heart of who she is would have been so much better if she had done more or less what she normally does.

The moral of the story? There is a time to look the part, especially when it comes to the visual telling of your story. Train horses? Get out there in your duds and show the photog what you got. Bake bread? Put on your poofy hat and go to work. Restore old cars? Don't wear a suit to get under the hood.

It makes for a more authentic telling of your story when you are authentic in your presentation.

The Time to Blow Your Own Horn

2011-11-30T09:00:00.001-06:00

We are taught fairly early that humility is a great trait. And it is.

Except for when it comes to your bio ...on your website...that you send reporters to in your quest to establish yourself as a knowledgeable source. You want to be the source they can call when they need an amazing quote about some issue in your industry.

So, about the four doctorates you have? Post that. The 17 rare studies you led? Mention those. The Nobel Peace Prize you earned? Tell 'em all about it.

Remember, what establishes you as a credible expert is your experience coupled with your education. These accomplishments shouldn't be buried at the bottom of your webpage; you may even want to consider a separate page just listing everything you've done.

Though you're not always encouraged to blow your own horn, in this case: toot, toot.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

Keep a Record of All News Appearances

2011-11-16T14:46:00.000-06:00

Before I just started asking my clients outright, sometimes I would have worked with a client for several weeks before I find out they have appeared in a news publication or on a program before.

"Why didn't you tell me?"

This question is typically met with a shrug. Or a blank look as if to say, "What, that matters?"

In a word, yes.

Remember when we talked about why you want publicity and how you can benefit -- and one reason is that it gives your organization credibility.

So if you have already had a reporter verify who you are and what you do, make sure you share it on your website under a link marked "In the News" or "Press."

And one last word to the wise: if your last media appearance was six years ago, you should be looking for fresh ways to get publicity.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

Is Any Publicity Really Good Publicity?

2011-11-09T13:09:00.003-06:00

When it comes to seeing your name in the news, is all news good news?

I reflected on this question after watching the escapades of Kim Kardashian and the woes of Herman Cain parade across the news over recent weeks.

It led to do a little research on the subject and a Business Insider article gave an interesting assessment:

"All publicity is good publicity -- if no one has ever heard of you.

Alan Sorensen ...determined that, even when reviews were negative, previously unknown authors saw a one-third bump in sales. Sorensen believes his findings can be applied beyond authors to all small businesses fighting to make names for themselves.

Negative PR is only helpful for small shops though. Big brands can be harmed by bad news, he says."

So, as it turns out, small businesses or organizations may actually be able to benefit from negative press. However, it would seem that even the bump in sales may only be temporary and is a risk because those new clients or customers may not come back. Meanwhile, your reputation is still damaged.

The verdict? Let's try for good publicity...then good publicity can just be -- good.

And as for how Kim K. and Herman Cain will fare? Only time will tell.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

Can A Reporter Contact You?

2011-11-02T11:45:00.001-05:00

I needed to find an expert to comment on a story.
Thanks to the power of the Internet, I found a person who appeared to be knowledgeable, concise and would have no problem getting back to a reporter on deadline.

Except for one thing. Her website had zero contact information. No phone number, no email and I can't remember if she even had one of those forms that go through the site to what I perceived as no man's land. Oh, well. I clicked away to find someone else; I didn't have time to do any deep digging to find out where I could send a smoke signal.

No contact information is a no-no because most reporters want to get you right then. They don't want to complete your contact form to hear from you in 48 hours. They don't want to go to your Facebook page to leave a message on your wall and they probably don't want to @ you on Twitter. They want to call you and get a person for their story or at least be able to reach you via email.

It's always a good idea to have a phone number where reporters who would like your expertise can at least leave a message for you to call them back. (Are you even listed in the phone book? Believe it or not, some newsrooms still have those.) Then you can share about your impeccable research, your amazing product, your wonderful book, etc. because you've established yourself as someone people should hear from.

But all your expert positioning does you no good if the reporter can't get in touch with you.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

What News Anchors Do During Commercials

2011-10-27T09:18:00.001-05:00

The side of news you never see.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. Her background is in print journalism and she has written hundreds of articles for newspapers and online publications. At The Write Vision Group, Bridgette advises nonprofits and small businesses on how they can get media attention for their programs and efforts. Meanwhile, she blogs on all things journalism.

Pay Attention to the News When It Affects Your Business

2011-10-19T09:00:00.005-05:00

The devastating outages that affected millions of BlackBerry customers prompted an apology from the manufacturer's president and CEO at a BlackBerry conference Wednesday. The three days of sporadic service and lack of access to email made headlines across the globe and even spawned a hilarious video.

So, with all of these news and hubbub surrounding these outages, why would a business send me an email -- the same day I saw the newscast about the outage -- about the great new app they have available for BlackBerry users? This is where I question whether the higher-ups at this company watch the news, read a newspaper or have access to to any media outlet at all.

You have a new version of an app, great. But someone should have said, "Hey, wait, the timing on this isn't the best. Let's wait until the BlackBerry actually works."

This is a public relations error on the part of that company because it does not present that company in the best light. It does not show that this company is aware of current situations surrounding its products. I don't have a BlackBerry but I wonder about the customers who do who received that email, promoting an app for a phone that doesn't even work. Considering the frustration of BB users, I'm guessing their reaction wasn't especially joyful.

The moral of the story: keep an eye on the news, especially if it affects your products or services -- and consequently, the way your customers view your public awareness.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. Her background is in print journalism and she has written hundreds of articles for newspapers and online publications. At The Write Vision Group, Bridgette advises nonprofits and small businesses on how they can get media attention for their programs and efforts. Meanwhile, she blogs on all things journalism.

Should You Tell Reporters What Questions to Ask?

2011-10-12T12:04:00.001-05:00

The first time I ever received a list of suggested questions for me to ask during an interview for a story I was working on, I was completely floored.

I didn't want to be cocky, but...I'm a reporter. A bona fide journalist completely capable of forming my own questions and any suggestion to the contrary was quite frankly, a bit insulting. Especially because the questions weren't even that earth-shattering -- it was stuff like, "How did we get started?" Because I would have never thought to ask such a thing if left to my own devices.

I decided to play it cool, thanked the person and stuck the list of questions in the back of my notebook as I proceeded to ask my own questions. I'm sure that these questions -- which can range from about five to 10 inquiries on a neatly typed sheet of paper -- are not meant to raise the hackles of journalists. But I assure you, they do.

There may indeed be things about your story that you want to get across to a reporter, which is certainly well within your right. However, don't tell a reporter what to ask you. That's about the same as someone coming to your job, giving you a step-by-step list of things to do.

Instead, make your own notes about things you want to remind yourself to say. Typically, after an interview, a reporter will ask if there's anything else you want to add. If they don't, you can take control by simply saying, "Oh, and I wanted to be sure to mention..."

But you are not doing any reporter a favor by telling them how to interview you. In fact, by doing so, you may be starting off completely wrong.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. Her background is in print journalism and she has written hundreds of articles for newspapers and online publications. At The Write Vision Group, Bridgette advises nonprofits and small businesses on how they can get media attention for their programs and efforts. Meanwhile, she blogs on all things journalism.

In-Depth Journalism: A Thing of the Past?

2011-10-05T08:46:00.001-05:00

Think back to the last time you read, saw or listened to a well-put together, thoroughly researched news report.

If you're scratching your head trying to come up with something, you're not alone.

Media experts speaking at a hearing held by the Federal Communications Commission at Arizona State University earlier this week said new media organizations are coming anywhere close to filling gaps created by traditional media outlets that have had to let go of journalists.

So what does that mean?

"Real news has too often been replaced by fluff, and democracy is not well served by fluff," Commission member Michael Copps said.

A report on the matter said "daily newspapers have decreased their staffing levels by more than 25 percent since 2001 and that the shortage of local reporting means that scandals aren't exposed, public dangers aren't identified and local political candidates aren't vetted as they once were," according to the Associated Press.

It's not a new complaint as veteran reporters are replaced with less experienced reporters for lower pay and even the ones left behind have less time to work on an in-depth piece before it has to be cranked out to be posted on the Internet to keep up with other competitors.

Proposed solutions include more partnership among news competitors and nonprofit news organizations to fill in the gap. The report also suggested creating public affairs cable channels similar to C-SPAN at the state level, easing tax rules for nonprofit news organizations and directing more federal advertising spending to local news media, AP said.

Press Kits: Electronic vs. Print

2011-09-29T09:57:00.000-05:00

A question that I always seem to hear concerns the format of media (press) kits.

Electronic or print?

The answer is fairly simple.

Both.

As long as you have your documents and materials in electronic format, you can post them online, email them, etc. But it's also always good to have print copies on hand for media -- or just other people who may be interested -- at your office or at events.

Physical press kits are especially good if you have a business or organization that has samples. Mind you, such samples shouldn't so big where you can't slide them in a folder to drop in the mail or at someone's office.

Ultimately, the golden room when it comes to press kits is that you should have one. Having that information readily available can not only cut down on mistakes but it helps you focus the pitch of your story as the kit is put together.

Some 9/11 Nonprofits 'Fail Miserably'

2011-09-12T09:00:00.002-05:00

It's safe to say I have a soft spot for nonprofit organizations, as I find they are the ones most often sitting on amazing stories -- and have no clue how to tell them.

It's why part of my business focuses on helping nonprofits figure out how to tell their stories.

But there are some instances where nonprofits definitely shouldn't be happy about being recognized in the news.

In recognizing the 10th anniversary of Sept. 11, 2001, the Associated Press examined the flurry of organizations that sprung up in the wake of the devastating terror attacks -- and how they spent some $1.5 billion given in donations to aid various causes. What they found reinforces a point made on this blog after the tsunami in Japan: you must do your homework before giving.

"To be sure, most of the 325 charities identified by the AP followed the rules, accounted fully for their expenditures and closed after fulfilling identified goals," AP reported. "...But in virtually every category of 9/11 nonprofit, an AP analysis of tax documents and other official records uncovered schemes beset with shady dealings, questionable expenses and dubious intentions. Many of those still raising money are small, founded by people with no experience running a nonprofit."

CEOs paying themselves hundreds of thousands of dollars, unexplained loans and large sums of money going to unreported expenses were included in the tip of the iceberg in AP's investigation.

In the face of tragedy, the desire to help is understandable, even commendable. But to ensure you don't end up with the wrong kind of publicity, make sure you do your research when it comes to giving -- and receiving -- money for others.

The Fine Line Between Social Media and Spreading Rumors

2011-09-06T09:58:00.001-05:00

We've spoken before about about using social media, such as Twitter, as means to get news and information.

Though I concede people may first "hear" about news on their social media feeds and streams, I also believe that many people Google or check a reputable news outlet before believing -- or spreading -- the information.

But over the last few days, we have an intriguing case and I'd love to know what say you about when spreading information via social media becomes a criminal offense.

According to the Associated Press, two men in Mexico City face charges of terrorism and panic after Tweeting false reports that gunmen were attacking schools. Chaos and 26 car crashes ensued as terrified parents rushed to pick up their children, prosecutors said. If convicted, the men could face up to 30 years in prison.

Meanwhile, defense attorneys said the two men were simply retweeting and posting what had been told to them.

So, what do you think? What is the responsibility of social media users to verify before they post? And in what situations?

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. Her background is in print journalism and she has written hundreds of articles for newspapers and online publications. At The Write Vision Group, Bridgette advises nonprofits and small businesses on how they can get media attention for their programs and efforts. Meanwhile, she blogs on all things journalism.

The Hazardous Side of Being a Reporter

2011-08-30T09:00:00.000-05:00

I've always said that in many ways, reporters have to defy every natural instinct of self-preservation.

We hear gunshots, we head out to the scene. Word gets out of a tornado touching down, we're driving toward it while every other person with an ounce of sense is going the other way on the highway (true story, by the way). And we scramble to get to a car wreck, house fire or other other potentially catastrophic situation.

And we while the adrenaline is pumping, our nerves are singing and many of us love the rush, we primarily do it for you. So that you will have the information you need when you need it.

Though some questioned whether there was too much coverage, but my answer to that is if the hurricane had been downplayed, there would be criticism, too so >> insert shrug here <<. Meanwhile, as I watched, read about, listened to and clicked on the nearly nonstop coverage of Hurricane Irene this past weekend, I had to hand it to my brethren of the pad, pencil, camera and recorder. Through wind, water and rain, they brought you the story. They even managed to (mostly) stay upright.

There's only one thing left to say: Well done.

Visit msnbc.com for breaking news, world news, and news about the economy

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how they can get media attention for their programs and efforts. Meanwhile, she blogs on all things journalism.

Respect the Reporter's Deadline

2011-08-22T09:00:00.001-05:00

A reporter calls at 3 p.m. to ask you a question about a story.

"Oh, great, thanks for thinking of me," you respond. "When do you need it?"

"Now."

Pause.

From any other professional, this last-minute call may seem rude and get your mind going into the "how-dare-they" zone.

But consider a reporter's profession -- the very essence of which, it last-minute. Up-to-the-minute updates. Breaking news. You heard it here first.

These aren't just empty promises, they are the ways reporters have to function to stop on top of the news. And the adrenaline is pumping because it's 3 p.m. and they have to write a story and be ready to go to press or go on air at 5 p.m.

So it may be that if you have a business, organization or are otherwise involved in some newsworthy venture, a reporter may call you for a comment on a related story.

If they do, don't panic. They called you because you have somehow established yourself as knowledgeable on the topic. Rely on that knowledge and answer the questions to the best of your ability. And if you don't know about the particular situation or issue, say that you can't comment.

But don't chicken out. Don't tell them you have to call them back so you can give them some prepared, plastic statement.

Believe me, if a reporter knows they can call you in a crunch for a great, concise quote, you have just made a new friend.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how they can get media attention for their programs and efforts. Meanwhile, she blogs on all things journalism.

Try to Catch the Beat

2011-08-15T09:00:00.002-05:00

Let's test your media knowledge a little bit.

Do you know what a beat is?

If, at this moment, you're trying to verbalize a term that has anything to do with music, stop. That's not it.

In the wide world of media, a "beat" is an area or subject that a reporter specifically covers. For example, when I worked at the Springfield News-Sun in Springfield, Ohio, I was on the county government beat. I covered all things related to Clark County, including regularly going to county commission meetings and events of other local governmental agencies. While I was at the Marshall News Messenger in Marshall, Texas, I covered education, but before that, I was the religion reporter.

Now that you have it, let's discuss why this is important. Knowing what beat a reporter covers is good to know because it tells you which reporter to pitch your story to -- directing the flow of information. While there are GA (general assignment) reporters who pretty much cover any and every thing, it's great to know when to contact the business reporter or the education person.

Knowing which beat you want -- and therefore which reporter to contact -- saves you time, as well as the person who would normally have to shuffle your press release off to the right person anyway.

To Figure Out What Reporters Want...Watch the News

2011-07-20T11:15:00.000-05:00

If nothing else, I have stressed in my semi-monthly messages that research is key when it comes to figuring out what should be in your press release and how it would pique a reporter's interest.

With that said, you will have no idea what makes the news in your coverage area if you don't watch, read, listen or click on the news in your coverage area.

I've been a reporter in Houston, Marshall (Texas), Springfield (Ohio) and the surrounding suburbs of Chicago and no market was the same when it came to what stories got coverage.

Things to remember as you check out the news in your area:

Who? Who is more likely to get coverage? Businesses, organizations, individuals? Is there a common element you see?
When? Is there a season or time of year where reporters are more likely to cover a certain subject?
What? A smaller market is more likely to cover a grand opening of a business. But a larger market will need a few more reasons to give that story air time.

Once you have a grasp on what your coverage area highlights, you can tailor your press release to include those same elements. You also know that if you don't have some of those same elements, you may not have a viable story.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how they can get media attention for their programs and efforts. Meanwhile, she blogs on all things journalism.

If Your Topic Doesn't Interest YOU, It Won't Interest A Reporter

2011-06-20T15:35:00.000-05:00

Think about what you want to pitch to a reporter.

Now take yourself out of the equation. This means the story is no longer about YOUR cause, YOUR event or YOU.

Does it catch your attention? Are you still interested?

If not, a reporter won't be either.

I have met many people who thought they had a story because they were so taken with their own accomplishments -- which, while they were great on a personal note -- did not make a good or intriguing news story.

Gauge the newsworthiness of your story like this: If it were something that had nothing to do with you that came on television, the radio, was featured in the newspaper or online, would you change the channel, turn the knob, turn the page or click away?

If the answer is yes, do not expect a reporter to be interested in a topic that even you don't care about.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. With a background in print media, she has written hundreds of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how they can get media attention for their programs and efforts. Meanwhile, she blogs on all things journalism.

Five Things You Should Never Say to a Reporter

2011-05-05T08:33:00.000-05:00

By now, we all know that pitching to a reporter can be something of an art. You have to strike the right tone with the right information to pique the interest.

But there are also some thing you can say to strike exactly the wrong tone. I huddled with a few reporter friends of mine to determine what they have heard over the years that was a total turn-off when it came to covering a story.

Here's what we came up with:

"You guys NEVER cover good news, so...you should do a story on this." - Asking for something on the tail end of an insult is probably not a good strategy, especially when it's most likely not true. The sad fact of it is, though most outlets do have some feel-good stories, people don't remember them. They remember the murders, the shootings, the scandals. This is something I hear constantly and as a media person, it is really frustrating to know that yes, I wrote about the scandal but I also wrote the story about the cancer patients in remission -- but you didn't read that one.
"The last story written about me was wrong, so you can make up for it by doing this one." - There's a protocol to follow when reporters make mistakes, which may happen. That doesn't mean they owe you a completely different story. You can get a correction and an apology, but don't demand another story.
"I want to sell XYZ, so this will be great advertising for me." - We've talked about this several times before. Typically, the media won't cover your business to give you free publicity unless you're Apple status, of course. A reporter's stance on this is that if you want publicity, you should purchase an ad so don't try to sell them a commercial as a story.
Presenting anything to a reporter without proof, i.e. "So-and-so has been stealing money for years..." - We can not report on a story without some semblance of fact to back it up. Media outlets are not in the business of getting sued for libel or slander based on a hunch.
"But you did on a story on them..." - We may have done a story on your competition or someone with a similar story because it was news at the time. That doesn't mean we will cover every similar business or initiative. Remember, a story should be unique and we're sorry that the other group got to us before you did. Covering your group after we already did a story on the similar one cancels out the uniqueness factor, doesn't it?

If you're guilty of saying any of these statements to a reporter, all is not lost. There's always another day -- and another reporter -- to present your story in the best way possible. Special thanks to my good buddy and fellow reporter Natalie Driscoll, who helped me out with this list.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. Her background is in print journalism and she has written hundreds of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how they can get media attention for their programs and efforts. Meanwhile, she blogs on all things journalism.

Help Us Help You: Ways to Head Off Reporter Mistakes

2011-04-22T06:00:00.002-05:00

This may come as a surprise.

But, reporters are only human. And...we make mistakes.

Shocking, I know. However, it's true and it's possible that mistakes may wind up in your story.

I have printed some inaccurate information in my time -- in some instances, it was my fault and in others, I was given bad information.

At any rate, I believe most of the subjects of my stories were very gracious in pointing out errors and didn't make me feel too badly about the mistakes. If there were any real rabble-rousers, I think I have blocked them from memory.

Still, there are some things that you, as the subject of a story, can do to help a reporter out. Being proactive with giving facts and background information may go a long way in ensuring the accuracy of your story.

Give a fact sheet. Have a story with lots of numbers or details? Perhaps a budget? Here's a tip: give the reporter something written with those details on it. We love figures and trends and we love quoting them. You can leave it to the reporter to figure out the percentage increase of your revenues or you can issue a fact sheet with the numbers already there.
Be available for follow-up. You had the interview and it went well, but the reporter wants to clarify something and can't reach you. You want to make sure the reporter has all the contact information he or she needs to ask you that question that inevitably pops up as we are going over our notes or putting together the story.
Make sure they understand. Don't be condescending about it, but if you know your organization has had three names changes in the past five years, plus five elections (with one that didn't count because of that whole missing ballot thing) don't hesitate to go over every thing step by step with the reporter. You can say things like, "Now, just so you know, I want to clarify that Sally Bee was the president when we changed our mascot for the eighth time, not Sally Zee." You can do this for confusing information or just basic background.
Spell out names, give titles and/or rank when applicable. Nine times out of ten, reporters will ask you how to spell your name and your title, but if they don't, gently say, "That's John Smythe, S-M-Y-T-H-E, first lieutenant of XYZ organization."
Be sure your own information is accurate. Don't blame the reporter if you accidentally told them you raised $55 when you actually raised $5,500. Make sure all of your own information is in order before you present it.

If a reporter makes a mistake in your story, please be civil. Call them up, point out the mistake and ask for a retraction or correction. The news outlet may handle this in different ways: If it's an Internet publication, the easiest thing to do is to just change the story online, perhaps with an editor's note. Newspapers typically print corrections in the next edition while radio and television outlets may now post corrections online -- or with egregious errors, rebroadcast the story.

Worst-case error scenario, you may just get your story run twice.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. With a background in print media, she has written hundreds of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how they can get media attention for their programs and efforts. Meanwhile, she blogs on all things journalism.

If You Paid For It, It's Not News

2011-03-31T15:11:00.001-05:00

The Internet has made it easier than ever for just about anyone to have his or her own show -- streaming radio, YouTube, live chats and the like. Couple that with the traditional cable access networks and you have a lot of people on the air, in some form or another.

This is actually a great thing because it allows more access for anyone to broadcast their message.

But here comes the caveat: some of these producers or hosts charge for appearances on their shows. However, if you paid to have your business or organization featured on a broadcast or in a publication, it is not a news organization. The hosts/writers/etc. are not journalists -- and what you paid for was a commercial.

Several weeks ago, we talked about the benefits of publicity over advertising. The very first benefit -- and a really great one -- is that publicity is free. Good Morning America? Doesn't cost a dime. The Today Show? You don't pay a cent. The list goes on.

These are news programs and journalists don't pay for news. We see or hear about a story, decide it will appeal to our viewers/listeners/readers on some level and we cover it. What we don't do is accept payment for featuring a story because one of the principal elements of journalism -- objectivity -- goes out the window once money changes hands.

It is actually unethical for journalists to accept any type of payment for a story and most -- actually I can venture to say, all -- news organizations have some sort of ethics code of conduct. The New York Times has an entire section on protecting neutrality in its company ethics policy that states:

35. Staff members and those on assignment for us may not accept anything that could be construed as a payment for favorable coverage or for avoiding unfavorable coverage. They may not accept gifts, tickets, discounts, reimbursements or other benefits from individuals or organizations covered (or likely to be covered) by their newsroom. Gifts should be returned with a polite explanation; perishable gifts may instead be given to charity, also with a note to the donor. In either case the objective of the note is, in all politeness, to discourage future gifts.

So there you have it. What does this mean for you and your organization if you are considering or have paid to be featured in print or broadcast? Well, for one thing, it should be disclosed that guests pay to be spotlighted so the audience is aware.

Any organization that pays it guests or accepts payments from its guests should not be billed as a news show or publication -- because being on the news is free.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. With a background in print media, she has written hundreds of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how they can get media attention for their programs and efforts. Meanwhile, she blogs on all things journalism.

Do Your Homework When It Comes to Giving

2011-03-14T14:23:00.001-05:00

An 8.9 magnitude earthquake and tsunami struck Japan
Friday, March 11.

For most of us, disasters like the devastating tsunami in Japan stir compassion and an impulse to help -- and give -- in any way we can.

But there are others who use tragedies to spur the latest scams. While plenty of legitimate nonprofit organizations are collecting donations, beware of fraudulent ones out to steal your money instead of using it to aid victims.

In my home state of Illinois, Attorney General Lisa Madigan released several tips to verify if an entity is legitimately collecting money.

Ask how much of your donation will go to the charity and how much will be used to pay fund-raising costs.
Pay close attention to the name of the charity (or misspelled words in the name).
Ask questions about the charity.
Take caution when giving online.
Do not pay in cash. For security and tax record purposes, pay by check. Be sure to write the full official name of the charity on your check—do not abbreviate.
Request written information.
Do not donate if the solicitor uses high-pressure tactics, asks for cash payment or insists on sending someone to pick up your donation.

Another good resources is http://www.charitynavigator.org/, where you can search for an organization if you question its legitimacy.

If you believe you have been a victim of a scam or want to report a suspicious solicitation, log on to your state attorney general's website or contact the office directly.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. With a background in print media, she has written hundreds of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how they can get media attention for their programs and efforts. Meanwhile, she blogs on all things journalism.

Where is Your Media Plan?

2011-03-04T11:57:00.000-06:00

When you start a business or nonprofit organization, typically your business plan is in place -- the mission statement, the goals you want to accomplish and how you plan to do it.

Is there a media plan included?

If there answer is no, then you should get to work on one. Here's why: If you randomly pitch random things to random media outlets, believe me, you will get equally random results.

Last week, we talked about why you should consider publicity for your business or organization and how it can help you. Once you decide publicity is something you want to pursue, you should have a map to get there, much like your business plan, marketing strategy or any other plan.

What is it you want to accomplish through the media -- social and traditional? How will you get it accomplished? What are the costs? What are the benefits?

If you have no idea what the answers to these questions are, you should get the help of someone who does. I'm not talking about someone who took a random journalism or marketing class in college, either, but someone who really understands the field and how to work in it.

Remember the old adage: failure to plan is a plan to fail. This also applies when it comes to media.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. Her background is in print journalism and she has written hundreds of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how they can get media attention for their programs and efforts. Meanwhile, she blogs on all things journalism.

Why Do You Want Publicity?

2011-02-23T06:55:00.001-06:00

You have been working on your business or cause for years now. You know if you can just get your pitch in front of a reporter, it's completely golden for a story.

But have you ever really thought about why you even want news coverage or what it may do for your business or nonprofit organization? It may be time to think beyond the flashing lights.

I have to thank public relations guru Steve Harrison for inspiring this topic. I listened to a teleconference of his a few weeks ago and agreed with every single one of his points about why an organization would seek publicity over traditional advertising.

That's not to say your marketing budget should disappear because all you want to do is ferret free publicity. It just means if you have something newsworthy, consider the fact that coverage can carry a tad bit more weight than paying for ad space. The coverage can definitely be a tool, but is not one to be abused or taken advantage of -- remember that.

However, here are some of Harrison's reasons why publicity can be greater than an ad:

It doesn't cost anything.
It gives you and your business/organization credibility. We news folks can dig fairly deep. If you have somehow managed to get past the gatekeepers, editors and fact checkers, you must have a pretty valid project going on.
It multiplies. You ever notice how a person or organization gets on one news show and is soon popping up on all the shows or in all the papers? In fact, you may hear the person is "making the rounds" on different stations or in publications. That's because Harrison was totally correct when he said that many times, one story can get the attention of more media and it often does turn into a sort of blitz.

Now I want to take Harrison's topic even a step further when I ask you to ask yourself if you have considered the potential effects of media coverage.

Do you have a website where customers/clients/supporters can find out more information?
If your story results in orders of your product skyrocketing, are you prepared to fill those orders? If your restaurant suddenly sees an uptick in service, do you have the staff to handle it? If donations come pouring in for your 501(c)(3), do you have a bank account, accurate records, etc.?
Do you have someone who is a reliable, knowledgeable and well-spoken spokesperson or representative?

Of course, you can't be prepared for every single thing and if a reporter calls you up today to do a story, I wouldn't tell you to refuse because your website is down. However, these tips translate into good media relations practice and can increase the effectiveness of your publicity message. These tips also translate into good business practices, which is the focus of your venture -- publicity should be secondary.

If you get started on this now, when the media does get wind of your golden story, you will be well-prepared.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. Her background is in print journalism and she has written hundreds of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how they can get media attention for their programs and efforts. Meanwhile, she blogs on all things journalism.

The Cotillion: Introducing Philanthropy to Society

2011-02-15T06:00:00.007-06:00

Pamela Pressley
The Cotillion Founder and Publisher

When it comes to getting publicity, nonprofit organizations typically enjoy a great advantage -- the media loves a good cause. In fact, the publisher of one online publication, The Cotillion,, has made the coverage of charitable causes her own mission. Any non-profit, individual or other business actively engaged in the community can be featured on the site.

I initially spoke with The Cotillion founder and publisher Pamela Pressley in the summer of 2010, when I interviewed her for a profile that appeared on Young Black Professional Guide. Pressley explained the art of "solanthropy" -- giving back to the community through social events.

Pressley recently gave an update on how the the site is doing: The Cotillion has doubled in size since last summer and Pressley is considering ways to use the latest technology to interact with readers, she said. Based in Washington, D.C., the site now also covers charitable happenings in Houston, Chicago, Atlanta and New York.

"I want people to know that we are a motivator and supporter to the non-profit community and we celebrate those who make it point to [do so]," Pressley said. "We generally support those who have a focus on volunteerism, civic engagement, philanthropy and other types of new age charitable giving."

Pressley is planning the site's inaugural Young & Philanthropic Gala this year "that will celebrate those who are leading the way for the next generation of charitable givers," she said.

Email tips, press releases and event coverage requests to The Cotillion at contactus@thecotilliononline.com.

'Tiny' Nonprofit Reaches Its Goal After 12 Years

2011-01-31T06:00:00.000-06:00

So, remember last week when we talked about focusing about your product, service or cause more than your publicity (or lack thereof)?

Consider the 12-year battle of the nonprofit organization, The Promotheus Radio Project. According to Reuters, this "tiny" organization operated a national campaign to get more noncommercial radio stations approved. On Jan. 4, President Barack Obama signed the Local Community Radio Act into law, which requires the Federal Communications Commission to allow more low power stations to access the FM radio dial.

The law could reportedly result in 2,000 new radio stations, beginning in 2013.

Promotheus is a grassroots organization that operates out of the basement of a west Philadelphia church. Nevertheless, the organization's leaders have been tapped to comment on radio-related issues hundreds of miles away, such as Houston and Florida. Check out their In the News section.

The story is a prime example of how an organization's dedication toward its cause resulted in achieving its goals, attracting media attention. That same dedication established Promotheus leaders as expert sources and activists. It doesn't matter how "tiny" the organization is, focus on the bigger picture -- the cause and how your organization can help.

Looking for media attention for your business? Consider Apple status

2011-01-24T06:00:00.007-06:00

I was perusing the news stories and blogs -- I often do, I'm a serial peruser -- and a News Stream post from CNN caught my attention.

It was an article about Apple, the electronics hardware and software giant that seems to stay in the news for one thing or another: co-founder and CEO Steve Jobs' medical situation, new products and the like. It wasn't so much the topic at hand that caught my attention -- after all, it is Apple. But the first few lines of the story are what drew my eye, something I frequently tell clients and potential clients.

"I hear it in the newsroom every time Apple announces a product," Kristie Lu Stout wrote."'Why are we covering this? Aren’t we just giving Apple free advertising? We wouldn’t do this for any other company.'"

And there it is.

As a media consultant for small businesses, I tell the truth: it can be a rather tough sell to convince the media to give you coverage because, well, the media isn't about free publicity. We would rather you just buy an ad.

"The sentiment isn’t wrong," the reporter continued. "We probably wouldn’t give the attention we give Apple to any other company. But Apple isn’t any other company.

"Apple is unique because it’s able to project influence far beyond the marketshare it holds. It’s not just journalists and consumers hanging on to their every word: Apple can shape the direction of the entire technology industry."

But when your company has something so great, in such demand and has inspired such brand loyalty as the likes of Apple, the media is bound to notice, again and again.

So, is media attention for your company impossible? Absolutely not. But do you think Steve Jobs and his ilk wake up in the morning and wonder, "Oh, how are we going to get on the news today?"

Well, the company may pay a PR team to wonder, but the truth is that Apple's core team is focused on the product. The company has carved out such a unique place in the market that if the company didn't make the news, it would make the news that it wasn't in the news.

The moral of the story? It won't happen overnight, or maybe over the next year. But focus on your product, your service, making the experience of your company so unique that publicizing your efforts and products is like doing the public a favor.

Strive for Apple status. The publicity will eventually follow.

Do You REALLY Get Your News From Twitter?

2011-01-17T06:00:00.006-06:00

I love Twitter. I'm on it on my laptop, on my phone and eventually on my Samsung tablet when I get one. It can be entertaining, informative, whatever you want it to be -- depending on who you follow.

But I do cringe when someone says they now get their news from Twitter and hope they don't mean in the literal sense, as in whatever someone posts, they believe it and call it "news."

Don't misunderstand; I do know that some people get their news from Twitter in the sense that they see a link someone tweeted, click on it and lo and behold, it's news from a credible source. Twitter is also great because live accounts of events (Iran election, Kanye West's latest situations and so on) come directly from the tweeting public as they happen.

However, all we have to do is look at the number of celebrities that tweeters kill off daily, the number of rumors that swirl in an instant and the rampant misspellings of things that may be news (but frankly, we're just not sure) to remember that Twitter is full of regular, everyday people. People who don't necessarily have the access or know how to actually report breaking news. It's kind of like getting your research from Wikipedia...wait, you don't do that, do you?

I was on Twitter when Ron Isley (@theRealRonIsley) tweeted about Teena Marie's death. While I acknowledged that he sent out the tweet with one of my own, I immediately became what I described as "a Googling fool" to find some verification. It was amazing the watch the news outlets catch up with Twitter posts, but it was eventually a journalist, Roland Martin (@rolandsmartin) whose retweets confirmed it for the Twitterverse. Twitter seemed to know Michael Jackson died before mainstream outlets but I still waited on a credible verification before I broke out the old CDs and candles; I wondered about the people who simply took others' word for it without any confirmation.

It's those kind of blindly retweeting people who may be to blame for the latest celeb death fiasco -- those posting about the supposed death of Nelson Mandela when the former South African president is quite alive, although ill.

In my humble opinion, these situations show that many stories are just rumors until they are confirmed, even if a news source (CNN, MSNBC, Fox and the like are all on Twitter) verifies via the microblogging site. If that is the case, you didn't get your news from Twitter -- you got it from journalists who are using Twitter.

So my good tweeters, if you INSIST on getting your news from Twitter, here's a tip: follow a reporter.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. Her background is in print journalism and she has written hundreds of articles for newspapers and online publications. At The Write Vision Group, Bridgette advises nonprofits and small businesses on how they can get media attention for their programs and efforts. Meanwhile, she blogs on all things journalism.

We'll Want to Know What Happens to Ted Williams

2011-01-10T17:07:00.002-06:00

From a journalist's standpoint, the story of Ted Williams is a dream come true.

Rags to riches. Overnight success. And all of the other choice phrases.

That's the same reason why it appeals to the public. The now-famous homeless man -- the former addict with the golden pipes discovered by a Columbus, Ohio producer -- is virtually everywhere. Williams and his mother have hit the TV show circuit and the touching reunions.

Even how Williams was filmed by the producer is a story: Doral Chenoweth III is something of an advocate for the homeless, for the downtrodden, for people like Williams. Chenoweth's need to help is what made him stop and film that day, but he held the story for five weeks before he posted his video on Youtube, according to CNN.

But because we are journalists, of course, it didn't take long for us to discover the other side of the story. The Smoking Gun published reports of Williams' long rap sheet. And it wasn't long before it was common knowledge that Williams' allegedly has nine kids.

My prediction is that even with Williams' past run-ins with the law and less-than-stellar background (not so surprising, considering his addictions and his homelessness) he will continue to hold the airwaves captive. People are going to want to know: did he make, did he fail? Did he disappoint his mother again? Did he fall off wagon the again?

And my fellow journalists, as tenacious as we are, will be right there to tell the story.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. Her background is in print journalism and she has written hundreds of articles for newspapers and online publications. At The Write Vision Group, Bridgette advises nonprofits and small businesses on how they can get media attention for their programs and efforts. Meanwhile, she blogs on all things journalism.