Leadership Institute Session #2
Friday, November 19, 2009
Media Relations

“This is new territory and the landscape is expanding!” David Newman

David Newman, Creative Services Manager at Seattle's Convention & Visitors Bureau opened the November session on Marketing, Media, and Social Networking (agenda) with a fun, engaging discussion of social media. He kicked things off by asking the question about what fears or concerns we have with using these various new forms of social media: Twitter, Facebook, MySpace, Wiki sites, blogs. He noted how there can be an unspoken feeling of obligation to accept or add anyone and everyone to your online network of ‘friends’, which can leave us feeling out of control. As the tools become more widely used, it’s becoming more acceptable to chose who we want to associate with in these media formats. In fact with so many vehicles of social media available, users may have different criteria for who they are ”Linked In” with, “Facebooking” with or who is following our “Tweets”.

David Newman from the Seattle Convention & Visitors Bureau presents a lively session on Social Networking.

Another facet of social networking is the use of “peer recommendations” over advertising. Many companies have created Facebook accounts to spread the word over or in addition to paid advertisements. Twitter is being used to announce specials or events and a colleague or acquaintance may ask for a professional recommendation they can post on their Linked In accounts for potential clients of employers to see.

David also discussed the topic of ‘return on investment ‘ (ROI) by sharing the concept “Socialnomics” and the “old media” paradigm “Pay to Play” versus the social media version which is you essentially get out of social media what you put into it but you’ve got to be willing to “Play to Play”. Questions around the “return on investment’ (ROI) of social media may be best answered by watching the thoroughly engrossing video ‘Socialnomics’ that was shared during this session and which is linked in our Leadership Wiki page for November’s session. David advises that users be cautious in what or who you restrict in your social media. If you restrict too much you may lose authenticity. Having a compelling message is the key along with connecting your message to where your target group (segment) already is. Recognize who is or should be following you on Twitter and then tweet your PR announcements. Journalists are using Twitter as a way to stay connected, get breaking news and press releases at the moment that they are released.

The final takeaway from David was “Listen online, people may be taking about you! What people say about you is almost as important as what you say”.

David shared a helpful tips and glossary handout to help guide us as we all use these new tools and resources more and more. For more on the Seattle Convention and Visitors Bureau social media website David demonstrated, click here. 

Our day’s media panelists included Derek Young (Exit 133 Founder/Editor), Heather Meier (The Herald Editor) and Melissa Santos (News Tribune Reporter). Each gave their insights, personal experiences and tips to help leaders work more effectively with reporters.

Media panelists discuss ways institute members can work wth the media and reporters to get their story heard.

• If contacted by a reporter, return the call as soon as you can since they are often facing tight deadlines.
• Give reporters maximum lead time and remind them periodically as your event approaches
• Don’t give them a reason to overlook stories, look for certain words and don’t assume they know all necessary background information
• What makes it newsworthy, find the hook or novelty?
• What makes it unique to the publication, organization or local area?
• Keep it personal, different papers won’t publish the same story
• Don’t use attachments in emails if possible
• Don’t give up, keep trying, follow up with them often and give a cell phone number for follow-up
• Include a call to action in your story idea. How can readers help or follow up?   

The Public Affairs/Marketing Panel consisted of Glenda Carino (City of Puyallup Public Affairs Officer), Shelly Schlumpf (Executive Director of Sumner Downtown Association) and Dina Sutherland (East Pierce Fire and Rescue Public Information Officer). They have the responsibility of getting the message out for their organizations through press releases, white papers, briefs, and on their websites.

The Public Affairs panel gave institute members advice on what kind of information is relevant and how to positively impact your organization.

Some of the advice they offered included:

• Having messages ready in advance of crises that include ‘what they can and cannot talk about’
• Knowing what answers to give in specific situations
• Use simple sentences and say nothing that is “off the record”
• When giving press conferences, pick three messages to get across
• Be proactive, not reactive
• Don’t say “no comment”
• Don’t spin, know your facts and figures and be authentic
• Marketing is strategic, don’t use gimmicks or be un-truthful
• Push your brand without actually saying it
• Make sure your organization has internal alignment, everyone on the same page, hone the message.

Afternoon presenter Suzy Ames, Vice President of Advancement for Pierce College, Puyallup, shared her messaging expertise on how to interact with the media and reporters for the greatest impact. Her message was clear: media interaction is a two-way street. Your organization wants or needs to get a message across, and reporters need your story and need good content. After a one hour presentation on Media 101(view power point), Suzy had all participants field tough questions related to their organizations while being videotaped. Tapes were played back and critiqued. This was an excellent way to practice, see ourselves in a different light, and really see and hear the impact our words have when recorded.

Suzy Ames puts Steve Kirkelie on the spot during a "mock interview".

Suzy’s tips for preparing for an interview with the media:

• Run your message by someone in advance and who is outside your professional arena to see if it is clear to them; this is a good indicator of overall clarity
• Remember that interacting with a reporter is an interview, NOT a conversation.
• Keep sentences or messages to a series of 8 second sound bites.
• Reporters will edit pieces to fit in those increments.

"Despite all my years of experience in marketing, this session was very valuable and I learned new techniques in dealing with the media and public speaking. I will use this session's lessons regularly and I now have more confidence in my ability to speak to media." Andrea Thayer- Institute Participant  

Resources:

Messaging 101 PowerPoint by Suzi Ames
Social Media & You by David Newman

Back to the Professional Development Page