If you missed this year’s MAPS Meet the Media Event – “You Met the Media, Now What?”, here is a little taste of the great information and people that passed you by:
The Keynote Address
Matt Brock, Public Relations for Washington Center Hospital
Matt brought a ton of public relations experience to the table as the Keynote Speaker. Sharing over 15 years of experience as a reporter for WJLA-TV Channel 7 and NewsChannel 8, including local coverage of the 9/11 attack on the Pentagon and the Washington Metro Sniper Attacks. Now Matt is using his expertise from a different perspective in his new position with Washington Center Hospital.
Relationships – a critical link to knowing what is newsworthy and addressing your audience is to build relationships with your press contacts and be able to respond to their needs as a media professional. Matt related a great story about how he used our own PR professional Asha Brouta and one of her clients in a story topic that he thought was especially newsworthy for his audience. Another benefit of building those relationships is that it will help you be in the right place at the right time. And if you don’t have the relationships, this event was a great place to start building them or to find someone who already has them!
What is Newsworthy: Who Cares and What is Your Audience?
Asha Bruot, ASHA Public Relations
A local public relations professional and recently featured on the cover of Piedmont Business Journal as one of “20 Women to Watch” in the Piedmont region, Asha shared a wealth of experience in public relations for local businesses. One key point was that public relations is not advertising. Making this realization will help set the strategy and direction for your activities with the press. With advertising you can pay to say what you want, but in PR you must position your story in a positive way within the context of what your media contacts are writing about. Facing this reality is a big first step to developing the right story and writing a press release that they care about for their audience.
How to Write a Press Release
Sherri Arnaiz, MDA Technologies Group and Barbara Reese, BR Associates
Keep the News Up Top – Hank Silverberg of WTOP Radio receives press releases by email and on his Blackberry, so the subject line is VERY important: Don’t bury the lead! Keep the “news” up top. Chanda Washington, Community Editor of Prince William Local Living in the Washington Post is also focused on getting to the “news” in a story, so write accordingly.
Pictures Sell, Especially for Newspapers – Bill Walsh, Editor of the Fauquier Times Democrat recommended including a relevant professional photograph with your press release. An official portrait of the CEO, some shots of your facility, or a picture of the event with the names of those in the picture are a welcome addition to any press release.
Local Papers Love Local News – Randi Reid, Publisher of the Observer Newspapers, stressed the importance of local press releases to her local paper. Although larger media may not use them as much anymore, local papers are hungry for your stories to keep the community informed.
Be Available – Make sure the contact information provided is current and that the number is normally “manned” with someone who is knowledgeable and an authorized spokesperson.
Know Your Audience and Build Relationships – Our Media VIPs all agreed that you should be familiar with the stories a media source uses before sending the release. Sending a national story to a news source focused on local news can reduce your credibility with that source. Building a good relationship with a reporter starts with some research into what they like to write about!
What Does a PR Plan Look Like
Me, Jamie Gorman, Sigma College of Small Business
A good public relations plan, like other good marketing plans starts with the basics of identifying the audience, objectives and message. I have been doing a lot of social media plans and really wanted to make the point that regardless of the media being used, having a good foundation will help answer a lot of questions. After that we discussed the importance of developing a public relations calendar that schedules the activities necessary for success with public relations. And sometimes it takes some creative partnerships to build a story. An example we used was a partnership between your business and a non-profit that supports a common industry, cause or audience. Having your business name mentioned as a sponsor for one of our great local non-profits can go a long way in building local credibility.
This event is one of those “must attend” events of the year. Along with all the great information and networking, attendees received a local media guide with key press contacts for the local media. Look for it again next year and thanks to the Prince William Chamber of Commerce and the MAPS Committee for pulling it all together.