Relationships are critical when it comes to gaining exposure in the nation’s most coveted media outlets. If it is done right, PR provides third-party credibility that captures the attention of customers who are already inundated with marketing messages. Try these tips to get the word out about your company.
•    Pick 10 key media targets and get the contacts of the people who cover stories related to your industry.  Find creative newsworthy angles and pitch them regularly. With a daily newspaper it is most likely a reporter covering a specific beat such as business or health care or an editor who would assign the story to a reporter. If it is a weekly newspaper or a monthly magazine, contact the editor. If it is a TV station, contact a specific beat reporter and/or the assignment desk. If it is a radio station, you should contact either the News Director or the producer of a specific talk show. Blogging offer an opportunity to comment and share with online audiences.

•    Journalists, producers and editors prefer to receive news via e-mail like to be able to verify facts on your web sites or through annual reports.  Put your media materials and/or media kit, news releases, etc. in a special, but easy-to-find section on the site and keep it updated.

•    Journalists use search engines to find stories on topics they are covering.  Post press releases online using key words for your product and industry so that the media can find you as a resource.

•    News is not advertising and promotion and what is important for your business or organization may or may not be important or of interest to the media. Newsworthy information drives the media and story idea is benchmarked against news criteria.

•    Compile a video and photo library that showcases whatever it is you are trying to promote. It will make your story more attractive if you can provide visuals for TV segments or Magazines

•    Develop a creative, attention-getting news hook! Why is this news important to anyone beyond your organization or company? Why is the story significant? How many people does it affect? Timeliness and proximity are important for “ hard ” news stories and novelty and impact are important for feature stories.

•    Avoid hyperbole – Editors and reporters can tell whether your company, product or issue is newsworthy. They don’ t need inflated prose or statements to persuade them.
•    The media is its own machine, you can not control what they say or how they say it…but you can help shape it!

To mark the official start of the Girl Scouts cookie season, the ‘Girls in Green’ recently attended Cookie College at the University of San Diego to perfect the art of selling cookies. Zenzi CEO Sarah Znerold attended the event to coach the girls on successful strategies for PR and marketing. KPBS Education Reporter Ana Tintocalis reports.

Click to Listen to Girl Scouts Learn PR at Cookie College

A press release is a company’s formal opportunity to tell the world about all of the great things it has been doing.  Beyond that, it is a tool to help journalists write a better story and increase a company’s chances of getting exposure.

Editors and reporters are often faced with tight deadlines, and they are continually looking for fresh information they can use to get the job done.  At the same time, they are bombarded with hundreds of calls and emails daily.  To get noticed, a company needs to cut through the clutter.  A good press release and the tips below can help you do that.

Headlines that pull them in. Before you decide to read a book, you read the title and description to see if it is a good fit.  Similarly, a good press release will have a clear, concise title and factual, to-the-point subhead to provide the media with more information on what your release is about.  Titles and subheads filled with exaggerations, multiple acronyms, industry buzzwords or generalizations should be avoided since they often confuse journalists and turn them off to the news.

Answer the main questions. A strong leading paragraph anticipates what the media needs to know and answers all of the main questions- who, what, when, where, why and how. These are the basic facts about your announcement that journalists need to know in order to write a good story.

Focus on the facts. Avoid puffery and exaggeration, not only in your title, but throughout the entire press release. Keep in mind that releases are factual tools to help a writer accurately convey your information to the public. Exaggerations are easily picked up by the media and will often discredit your release from further consideration.

Use quotes. Quotes from your CEO and other executives add flavor to your release and provide an opportunity to emphasize your key points and opinions. Supporting quotes from analysts and customers add further credibility to your announcement and let the media know there are others available to interview for a story.

After you have written the release, have a few people in your company look it over, to make sure the points are clearly communicated and easy to read.  Triple check for the correct spelling of names and places, and look for mistakes that your computer’s “spell check” might not pick up.  It is also important to have someone in your organization prepared to respond to media inquiries once your release has gone out.

What should you write about? Here are just a few of the reasons for a business to write a press release:

–Opening a new store
–Having a special event
–Launching a new product
–Securing a large customer
–Hiring a new executive or the re-locating of an office

Communicating to the public and the media can be intimidating, but with the right research and planning, it can be an invaluable tool to generate heightened awareness, recognition and profitable results.

No company can go through its existence without being in involved in some sort of a crisis. However, a single incident can destroy years of strong customer and shareholder relations. Competitors will also take full advantage of the situation. While it’s tough to predict when a crisis might occur, it is critical to plan for one in advance. Companies that incorporate effective crisis communications strategies into their disaster recovery plans have a greater chance of mitigating negative media and public perceptions and enhancing their long-term credibility. Tips for designing an effective crisis communication plan:

Determine in advance who needs to be involved:
The plan should include two spokespeople and two assistants to handle media issues, which will ensure at least one person is always available. The plan should enable the team to quickly and systematically increase the number of key people involved in case the crisis should escalate.

Get the facts:
Early access to the “who,” “what,” “when,” “where,” and “why” of a crisis situation allows PR professionals to better respond to media queries and disseminate the most appropriate information to the public.

Provide frank, candid responses:
The media will often conclude a company is guilty if its spokespeople try to avoid certain topics or do not answer questions directly. If answering a question would compromise an ongoing investigation or infringe on privacy rights, the spokesperson should simply state so. If they don’t know the answer to a question, the spokesperson should tell the media they will provide them with more information as soon as it is available.

Determine your key messages and stick to them:
All statements to the press should incorporate your key messages. They should be crafted to portray a corporate image that is responsive and proactive.

Many of today’s top business leaders are successful at getting media coverage simply by stating their opinions of the market.  They talk at length with reporters about industry trends and make predictions about what the future might hold, but they never pitch their new product or company specifically.

It’s a Subtle PR Ploy:
The fact is, these executives are promoting their companies, just in a very subtle manner.  Positioning a company as a thought leader can enhance credibility and establish a reputation as an industry expert.

Ways to position your company as a thought leader:
Guest opinion articles — Many publications offer executives the chance to share their opinions on the market by contributing guest opinion articles. These articles are not sales-oriented, but crafted to express an executive’s perspective of the marketplace and strategies for success.

Speaking opportunities — Participating in panel discussions, addressing members of a local organization during a monthly meeting, and speaking at trade shows are all ways executives can be viewed as thought leaders while gaining recognition for their company in the process.

Become an expert source — The majority of business news stories focus on industry trends rather than one particular company. As a result, there is a large demand by reporters and editors for expert sources who can offer their perception of issues and events currently taking place.

Like the seasons, product announcements can move in like a lion or out like a lamb. Some bound out of thin air, leaving marketers and PR pros with little time to prepare; others trudge on and on, extending the deadline for weeks on end. How can you prevent a sneak attack and ensure that you are ready for the next major product announcement? Here are some tips to make sure your kickoff kicks butt.

Staying ahead of the Curve:
Timing is the hardest, yet most critical part. With long publication lead times, it is easy to underestimate the amount of time needed to make a splash. Executives in your organization may have no idea, and it’s your job to tell them, that some magazines require as much as six months advance notice. With three months for monthlies, two for bi-monthlies and one for weeklies plus the time it take to get information ready and build relationships with reporters, the more time, the better.

How do you get the info on emerging announcements to ensure you can get the longest lead time possible? All products start out as ideas. Even without extra sensory perception, you can tap into them (at least relatively-speaking) with tools like product road maps, development meetings and product requirement documents. Alliances with management, development and product marketing can lead to valuable nuggets you need. If you are working from an agency, become part of the greater company team; ask to be introduced to people throughout the organization that can help. Consider spending time on site to get to know employees and build up trust, so that they feel comfortable coming to you with information.

Communication is Key:
The sooner you start having a dialogue, the more frequent, the better. Make it a point to educate others in your company on what you do and how you can help make products successful. Let them know how they can help you. Educate them on the teamwork, processes, lead times and expectations that are required to generate interest about a new product. If you are working with an agency, alert your contacts to potential product launches as soon as possible so that your team can begin planning.

The Juicy Details:
Once you have established that a major announcement is coming up, sit down with product managers, marketing, PR and others that will be involved with the launch. As the PR manager, you should guide participants to arrive at how and when the announcement will be made.
First, what do you know about the product? Details will determine other factors about the announcement, such as the ever-important questions of how and where the product will be announced. Other information will be integral in helping to paint a picture that this is a “viable” product, worthy of the media’s coverage.
Even at this early stage, you can begin to develop product messaging and obtain buy-inon how your team will talk about the product to potential customers, partners and the media, paving the way to consistent messaging. Make sure that you hone in on what makes your product different from others in the market, the previous version that you released, etc. Identify the problems that the product will solve, as well as the benefits it will provide. Determine the level of education (about your product, the industry) that potential customers might need to make an informed decision. How can you help them to make that decision? Should you develop a special URL to direct visitors to so they can obtain info on the product? Or create other materials, such as white papers that will educate prospects? What will you do to make this announcement stand out, and who will you need to help you do it?

Announcement:
Will you unveil the Ultra Widget 3000 at a press conference, during a major trade show or other event? Or as soon as it is commercially available? Each method has itsadvantages. Shows can provide a large media audience ready to scoop up the latest info, but you will also likely have to share the limelight. Whatever your decision, weigh the factors, consider the holidays/company down times and begin to develop a target date.

Pricing:
How much will it cost? Is your Rapid Rocker even remotely affordable for the average customer or a big fat pipe dream? Is there a reason why it is more expensive? Howdoes your product compare with competitive solutions? Where/how can customers buy it? Now’s the time; start talking about the question everyone will want to know, “how much does it cost?” and, you hope, “Where can I get it?”

Spokespersons:
Who will make the announcement? Be quoted in the release? Who are the best people to talk about the products? Use this meeting as a starting point to establish the spokespersons. Now is the time to get commitment from the individuals you think would be best for the job. Can you count on executives to be available when Joe reporter is in a crunch to get the info he needs before the 2 p.m. deadline?

Customers:
Your customers can say it 100 percent better than you can. Customers affirm the importance of your product and solidify it as a viable solution. Communicate with and nurture your customers early in the process to help ensure a positive experience and gain buy-in to speak to the press before you make your announcement.

Ask yourself:
• What top-tier publications you mig ht want to pitch and offer the announcement to in advance?
• Are any relevant upcoming editorial opportunities, reviews that fit in nicely with the product?
• Which analysts might be interested in the product or might provide insight to the media on the industry?
• Can I point to any metrics that illustrate cost savings, speed, rapid turn around and other concrete benefits, as well as tie in to greater market trends?
• Am I ready with pricing information, photos, graphics?
• What other grassroots marketing techniques can we implement?
• Is my team ready? Do they understand the key points and messaging? Have I coordinated pitching tactics with agencies, partners and others on your team to ensure consistency and minimize duplication?
Even with the worst-case, shortest lead time scenario, consider what you can do as you are working backward to develop launch deadlines leading to the major event. Make the best of the situation by assessing shorter lead publications and portals that you can pursue to provide the biggest bang. And expect that some of your coverage may come out after the fact; still not a bad thing.

Communicate, communicate, communicate:
Share your plans, and relevant deadlines, especially those that will require buy-in, with others in the organization to gain consensus. Don’t forget to continually look beyond your own world to check back frequently with other departments. Be prepared for delays, changes in plan, and sometimes even, sooner than expected launches! Even with perfect planning, launches can creep up fast. Keep your eyes out and stayahead of the curve so that you are prepared for the big day when you actually get to pitch!

Although interviews are an important part of the public relations process, they can sometimes be a challenge. You might walk in for a scheduled interview, confident you know your company and marketplace, and before you know it, the reporter starts asking you questions that you’re not prepared to answer. If you handle the situation successfully, you can go far in promoting a positive corporate image. A negative interview, however, can hurt the perception of both the company and the spokesperson. To be effective, adhere to the following:

Be Prepared:
Gather background on the journalist (previous experience, recent articles written, etc.), the publication (circulation, target audience), and the topic of discussion prior to the interview.

Stay on Message:
Determine what key points you want to get across to the reporter and practice ahead of time to help ensure the interview will go smoothly. Make sure your answers are clear, concise and incorporate at least one of your key messages. Sticking to your key messages is essential to make sure you are not quoted out of context.

Relax:
Many people “freeze up” during an interview. Remember to relax, and don’t forget to breathe! Introduce yourself to the journalist and shake their hand if the interview is in person. Your posture and presence should be warm and engaging. Avoid technical and company-specific jargon. Lastly, don’t be afraid to pause and collect your thoughts before responding to a question.

Never Say “No Comment”:
When the media hear the words “no comment,” they often jump to the conclusion that the spokesperson is hiding something. Avoid this pitfall. If you can’t discuss an issue, just explain the reason why (not enough information, company policy, etc.). In addition, don’t ever tell the media something that is “off the record.” Just because the camera isn’t rolling or the notebook isn’t open doesn’t mean the reporter isn’t listening or won’t include your statement in the story.