Archive for the ‘media’ Category

Media Pitching: “The Fear of Rejection”

Tuesday, February 21st, 2012

Naomi Borno is a Senior Account Executive in the Compass media group of MSL New York.

The fear of rejection…

Waiting at your desk hoping the phone will ring….

Trying to make your stories sound SUPER interesting, without looking desperate…

All of these emotions may sound like the thoughts of a teenage girl, but in fact these are some of the everyday feelings of PR practitioners all over the country. Pitching in theory is simple… make a few phone calls, send an email here or there; but in reality navigating the ever-changing media landscape can be as tricky as dating.

That coveted hit can sometimes feel like a soul mate; and most recently I thought that I had found mine with the Today Show ( I know, everyone wants to date her -_-) I pitched and I got a read receipt! And then I spoke on the phone with the producer… for like 10 minutes. We laughed and were getting along so nicely. Before we got off the line she told me that she wanted to pencil in a date. It was amazing everything was falling into place! It was a dream come true.

Then as quickly as the interest had come up, it fizzled and fell flat. A week after patiently waiting for a phone call, I get a one sentence note, declining the interview and telling me to stay in touch. Stay in Touch ?!? What had gone wrong? Why couldn’t she just be up front and tell me that “she’s just not that into me?”

After I melted down, I came to the realization that there are many obstacles to overcome before a segment actually gets booked. Like the dating world, there are factors everyone should keep in mind before hitting send or picking up the phone:

Sometimes there are just TOO many fish in the sea …

Having a stellar pitch is only half the battle. When it comes to national morning shows, keep in mind that there are many different competing brands reaching out to the same producer – at the same time – at a rapid rate. It’s important to make yourself stand out for the right reasons.

Save the creative fluffy writing for your press releases and Facebook pages. Pitches should always be short and straight-forward. This holds true for subject line as well. If you have an interview opportunity with Madonna put it out front and center. This isn’t the place to be cryptic. Messages like “A Chance to Chat With the Material Girl” will get you nowhere.

Play Hard to Get… No one likes a STALKER…

Do you want to be called five times an hour, every hour a week straight? Didn’t think so.

Reporters can smell blood in the water. If you seem too desperate or just annoying when they are on deadline – they won’t want to work with you and they won’t care about your great pitch. There’s a fine line between aggressive and obsessive, so take it easy – and keep it cool – when following up.

Executive Producers (EP) can be just like disapproving parents…

No matter what the booking producer says or feels, keep in mind that nothing happens with out the EP’s approval. Like a parent they have the power to put a stop to any budding relationship. Their job is to ensure segments flow into the larger program while following the guidelines / ethics of the show. So, if you get to this point be sure to be honest and upfront about your spokesperson and client message. Trying to hide your real motives, won’t do you any good in the long run.

Meddling Friends aren’t as bad as the Sales and Marketing Teams…

Friends have great intentions, but their opinions on your relationship can sometimes be skewed due to their own motives. This holds true for the sales department of shows too. Be clear – they don’t always care about your great story. Their job is to make money for the show, so they can become a road-block between you and the producer.

If you are lucky your story will be good enough to get past this meddling group, but when pitching national media be prepared to ante up in most cases if you expect any brand messages to be included. Limited budget? If so, just make sure you gauge client expectations. You may need to change the messages or even lower the bar when it comes to your media targets.

Pitching national broadcast can be tricky, but like the dating game you have to be in it to win it, so be confident and get our there with your best pick up lines!

Naomi Borno is a senior account executive in the Compass Media division of MSL New York. Her experience includes media relations and strategy for fashion, beauty, entertainment, food, liquor, travel, electronics, and lifestyle clientele. She currently works on brands including Pepto-Bismol, Metamucil, Crest 3D White, and My Black is Beautiful.

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Big Boundless Lessons from the Super Bowl

Wednesday, February 15th, 2012

It’s been a few weeks already since the game of all games. The excitement on New York’s lower Broadway has been replaced by the dying fervor of a few stray Occupiers. Indianapolis has gone back to being the enjoyable mid-western town many of us know so well. Brandon Jacobs has taken has taken to the mat for Spike! TV. Linsanity and a dog show have replaced the Giants on the New York sports pages. And, Connecticutites have even stopped trying to figure out on what side of Main Street the Maginot Line of Sports is drawn.

But now it’s payoff time! MSL New York has won that Big Boundless Bet over Schwartz MSL Boston after the Giant’s exhilarating and epic win over the Patriots.

That means Dave Close will be leading a delegation from his Boston-based team to New York on February 23 to host the promised Happy Hour for the NY office and perhaps a little business as well. Joining Dave will be Meghan Gross, Carol McGarry and, perhaps, a few more colleagues still chatting up their Patriot pride with the random absence of the letter R.

Dave Close is Managing Director of Schwartz MSL Boston

This “Big Boundless Bet” was inspired by our company credo to “Be Boundless” in all we do. Now that we’ve had the time to reflect on the big game, can we extract some learning and from the game and apply it to our place in the world? As a former business development guy, I know a bit about the game of winning and losing, so here’s my take.

IT TAKES A TEAM TO WIN. So obvious, right? Just ask Brazilian supermodel Gisele Bundchen who made the point clearer than anyone could have hoped. On her mobile device immediately after the game, she called out her husband’s receivers for their dropped passes. “My husband cannot (profanity properly deleted) throw the ball and catch the ball at the same time,” she said in an elevator somewhere at the stadium. So true. No matter what team you root for, you have to agree with Gisele.

DON’T SET YOURSELF UP AS CLEOPATRA. Well, when you make a grand entrance as the queen of all queens, you need to actually be the belle of the ball. Madonna entered as the all-time regent and dramatically departed in a puff of smoke. But was the content in between as interesting? Was this coronation appropriate? Or, was Madonna just another ego-driven, royal pretender? Seems like her royal rights were superseded just days later by another more important songstress. That was fast.

Madonna as short-lived Queen of Pop?

GRIND IT OUT. The way the Giants worked hard for every yard they gained is worth noting. Success did not ever come easy to this team. Every victory was hard-fought. After beating the Falcons, the march to the Super Bowl demanded victories over the best of the best in the NFL — the Packers, the 49ers and the Patriots. The Patriots can make a similar claim about grinding out victories. Just ask the Cowboys and the Ravens. Victory goes to those who toil and labor. Work is always hard, no doubt about it.

Grinding it out. Winning is hard work.

MOMENTUM IS POWERFUL AND PAINFUL. The Giants had won five games in a row and Patriots had won 10 games in a row. As consecutive victories mount up, the excitement builds. You are invincible! You expect to win! You “will” yourself to victory! But, then, you start to worry. The mind game changes. When will it end? Will it be today? Will I be the cause? Jitters impacts performance. You don’t need to remind Patriot fans what happens next. Just mention the number 18. Better take the mind games off the field.

FROM FAILED TO HERO IN SIX WEEKS OR LESS. What’s that about Tom Coughlin? Time is a wonderful weapon. Time leads to changing circumstances, new opportunities and new pathways to success. Hanging in there with clients, in new business will pay off. Taking no for an answer never will.

HISTORY DOES REPEAT. Yes it does! To change the result, you need to change the circumstances, the players, the momentum and your unlucky socks. Otherwise, the formula seems to set, the mind games start and your old socks become concrete. (See above.)

TAKE PAUSE AND CELEBRATE. The best part of the Big Boundless Bet is it brings us closer together. We enjoyed the fun (or the pain). But, at the end of the day, the team in New York will get to meet the team in Boston and together we can build a BIG BOUNDLESS BUSINESS.

Here’s to you, Patriot Pat. Thanks for the beer and pretzels. Maybe some day we’ll return the favor (hopefully not!).

Patriot Pat

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Michael Sullivan

Tuesday, February 7th, 2012

It is with deep sadness that I share the news that Michael Sullivan, our friend and colleague, has passed away.

Michael was an extraordinary public relations practitioner. He was a leader and a member of the executive team at MSL New York and a creative force who was respected across the global MSLGROUP network for having one of our sharpest minds. We offer our prayers and deepest condolences to Michael’s sisters, brothers and his broad group of friends and colleagues at MSLGROUP and throughout the PR community. Michael’s time with us and in life was way too short.

As you know, I worked closely with Michael during his time here at MSLGROUP Americas. Michael’s legacy will be his uncanny ability to take the strategic ideation to the highest level. In that process, he pushed us to think bigger. To be bigger. To be the best.

Several years before we hired him, I knew of Michael by reputation from his work on P&G. When Michael started his consultancy, Sullivan Bremmer, Scott Beaudoin introduced him to me. Of course, I jumped at the chance to involve him in our work. Little by little, Michael did more consulting for us in the Consumer Marketing space and we hired Michael in June 2010 as NA Consumer Practice Leader. It was at that time that he started making his mark on our GI brands, and lucky for us, found Denise Vitola and hired her.

Michael changed the game for us in Consumer – he let us know that what we were doing could be so much better. What had been acceptable no longer was, if you were working with Michael. He pushed our teams – HARD. And not everyone liked it, but no one can dispute he made us better public relations strategists. I see his effect on many of you, and it’s inspiring.

Michael brought style, flair and fun to MSLGROUP. From memorable quotes like: “Super fantastic bubble plastic!” to “Ding, ding, ding – you win the ham!,” we will never forget his energy, enthusiasm and passion for PR. When things were going well? “It’s gas and gators.” When things were looking tough? “We’re like water – we find a way.” We will keep his spirit alive when we use Ideahaus, brainstorm and strategize.

Michael Sullivan, Senior Vice President, Global Consumer Marketing

In typical Michael style, he posted his “own” version of a favorite quote from Ralph Waldo Emerson on the door of his office that speaks volumes to both his passion for ideas and his eagerness to tweak things in order to make them better.

“The health of the mind seems to demand a horizon;
the eye is never tired that can see far enough.”

As you may know, Michael was getting ready to move to London for a special P&G assignment. In doing this, I knew that he was going to help make MSLGROUP a powerful force in EMEA. By collaborating with Victoria Biggs in London, they would be unstoppable.

Michael was my overall partner on P&G globally. Although we only worked together for a little over a year, I will miss him terribly. If there is one thing Michael would want, it is for us all to have a fabulous party rather than be sad. So whether or not your party is with friends, or you choose to raise a glass on your own in his honor, please look for Michael beyond the horizon. And, make sure you are pouring Veuve Cliquot. Michael wouldn’t have it any other way

Renee Wilson is chief client officer of MSLGROUP and managing director of MSL New York.

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When Politics, Advocacy, and Social Media Collide

Friday, February 3rd, 2012

Stephanie Smith, North American Director of Media Serivces

Watching Susan G. Komen Foundation–Planned Parenthood story unfold over the last 48 hours has been a fascinating study in crisis communications, politics, and the power of social media.

It is the perfect storm of issues.
-The politicization of health issues in an increasingly divided government.
-An organization making a decision fundamentally at odds with the beliefs of its core advocates.
-The swift torrent of outrage in social media.
-Savvy reactive strategy to leverage the controversy.

Wherever you may fall on the political spectrum, the last two days have provided a window into how quickly public sentiment is voiced now and how communication strategy in turn has to evolve. Facebook, Twitter and other social media have played an increasing role in the narrative of major stories–that’s not surprising to anyone in the public relations industry. But the size, scope and swiftness of the online reaction to Komen’s decision to defund Planned Parenthood has been simply stunning. The flatfooted response from Komen seems to indicate that leaders at the non-profit had no idea the online and then real world backlash would be so immediate and forceful. In this era where social media is the ultimate sounding board and forum, people vote their dissatisfaction. Instantly.

It should be noted that the battle between these two non-profit giants is not exclusive to the left; this type of conflict could have arisen between two organizations on the right side of the political spectrum just as easily. The fundamental issue here is that two non-profits, ostensibly with similar values, ended up very much at odds.

Planned Parenthood-sponsored hashtag.

Planned Parenthood’s savviness.
The attempted demonization of Planned Parenthood has been underway for quite some time, and ironically the Komen decision has emboldened Planned Parenthood’s advocates in a way that attacks from opponents have not. Planned Parenthood’s handling of this controversy from a communications POV is spot on, taking to social media, emailing their supporters with fundraising requests, and engaging like-minded politicians such as Mike Bloomberg. Planned Parenthood has portrayed itself as the David in this David and Goliath story, and has savvily shaped the narrative to reinforce public sentiment in its favor. It is a case study in effective crisis communications.

Damage done.
On the other end of the spectrum is the Susan G. Komen Foundation. In attempting to recover, CEO Nancy Brinker has given changing explanations to justify the pulling of funds to Planned Parenthood. Komen now faces an uphill battle–creating a consistent message strategy and trying to allay the outrage from supporters. Management could choose to stick with their decision and simply withstand the criticism, hoping the controversy will simply wane. But the perception of having given in to what is a politically motivated issue is taking a severe toll on the organization. Brands, who account for millions in donations to Komen, may pull back, concerned that the organization is playing politics and has become tainted in the minds of consumers. Consumer boycotts are also likely to damage Komen’s fundraising efforts further.

Know your customer.
What is at the core of this controversy is that the Komen foundation either fundamentally forgot or misunderstood the beliefs and values of their core advocates. It’s critically important that a brand understands who its core customers are, who its advocates are, and what values they align with. By moving away from its core values, Komen has alienated a substantial percentage of their stakeholders. If Komen is going to stand for different values moving forward, then they will need to build a new base of support. In the meantime, Komen will become the cautionary tale for any major organization or brand.

Stephanie Smith is senior vice president, North American director of media services at MSL New York. She joined MSL New York from ABC News where she was a long-time network news producer who covered a wide-range of breaking news and feature stories for “World News Tonight with Peter Jennings,” “Good Morning America” and “Nightline.”

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A “SUPER” Week in Indianapolis

Thursday, February 2nd, 2012

Laurie Masonson, SVP, COMPASS Media Services

Super Bowl XLVI in Indianapolis is in full swing! The New England Patriots arrived on Sunday with the New York Giants landing a day later. Super Bowl week is about football…and much more. Here’s a look…………

A youngster completes a pass at The NFL experience.

A “tailgate” set up alongside the press conference announcing The 2011 Madden Protectors Award, presented by Prilosec OTC, which honored the New Orleans Saints offensive line.

Fans gather at the giant Super Bowl logo at Monument Circle in downtown Indianapolis.

Singing sensation Ciara and Kevin Frazier of “The Insider” interview New England Patriots Center Ryan Wendell.

New England Patriots quarterback Tom Brady at Super Bowl XLVI Media Day.

Fans take advantage of the NFLShop retail experience at Super Bowl.

The Super Bowl Media Center gears up to host over 5,000 journalists.

Laurie (Elkin) Masonson is a senior vice president specializing in media relations at MSL New York, with 18 years experience in public relations, marketing communications and event publicity. Laurie’s role at MSL New York includes leading media strategy for multiple accounts across practices. Laurie can be reached at laurie.masonson@mslgroup.com. Laurie is blogging from the Super Bowl.

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