Archive for the ‘Media Relations’ Category

Taking Consumer Marketing to School: Earning A+ Client Results

Monday, October 17th, 2011

MSL Chicago’s consumer marketing team sat down with the students of Loyola University Chicago’s Beta Rho Honor Society at their School of Communication. Senior account executive Stephanie Lewis,  account executive Angél Hakim, and assistant account executive Diana Rostkowski shared their take on the hands-on nature of consumer PR, the importance of real-world internship experience and the fast-paced agency life.

“The person in school who always takes charge of the group project — assigning chapters, calling group meetings, making sure the project is in order — that’s the PR person of the group,” said Stephanie Lewis. “In this fast-paced business, you need to be detail-oriented and ready to immerse yourself and make it happen, much like you would for a school group project. A successful PR professional is the one who gets the team together, rolls up his or her sleeves and determines what needs to get done for the best client result – hopefully an A+.”

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Posted in Consumer Home/Wellness, Food & Nutrition, Media Relations, PR Careers, PR Industry | No Comments »

Building Long-Lasting Media Relationships: Earning Your Media Relations Stripes

Wednesday, September 14th, 2011

Media relations has long been a cornerstone of public relations, however the question still remains: how do you develop these long-lasting media relationships PR professionals pride themselves on owning? At PRSA Chicago’s latest Young Professionals Network (YPN) workshop, the panel of media experts on both sides of the fence spoke to just that.

The YPN panel (pictured above, from left to right) featured: Kathryn Janicek, executive producer at NBC Chicago; our very own Christie Shein, senior account supervisor and media specialist at MSLGROUP; and Michael Lev, associate managing business section editor at Chicago Tribune. The three shared their perspectives and challenges, reiterating that the PR-journalist relationship can be mutually beneficial. Here are some key takeaways from the workshop:

Use Common Sense

The media are not unlike PR practitioners. Their email and voicemail boxes are filled to the brim daily and they are hard-pressed to throw together an entire newscast or story under tight time constraints. So, when you begin questioning whether your pitch letter is too long, or if you should write another follow-up email, step into their shoes for a second. Chances are, if you wouldn’t like to be contacted that way, neither will the media.

Get to Know Their Beats

One of the key frustrations the panelists expressed was that many PR professionals lack any familiarity with the reporters and outlets they pitch. If you are pitching stories that are not relevant or appropriate for a given reporter or publication, not only are you wasting his/her time, but your own. By simply keeping up with the reporters’ work on a regular basis, you can better tailor your pitches and earn greater traction from the media. If you are still unsure, just ask them about their beat in an email.

Stay Ahead of the News

It may seem rather intuitive, but you must keep up-to-date on the news relevant to your clients. Michael shared with us how his team was rushed to find an expert to comment on the recent Steve Jobs resignation story, and how he was hitting dead ends with local academia experts leading up to his evening deadline. Fortunately, a PR contact from University of Southern California was keeping tabs on the news; and reached out to Michael just in the “nick of time” with an industry expert and former colleague of Jobs, earning the school a feature in the Chicago Tribune story.

In the digital age, relevancy is paramount and PR practitioners must use tools like RSS feeds and Twitter to stay ahead of the stories. You must be able to pitch your clients at the “drop of a hat”, because by the next morning, that story is already old news.

The PR industry preaches a mentality of transparency and partnership with media and the YPN panel expressed that although it can be a rare, this alliance does exist. Simply by using some common sense, familiarizing yourself with your media contacts and keeping on top of the news, you can earn your stripes as a media relations powerhouse and build life-long relationships with the media, like our own Christie Shein.

For more media relations tips from the workshop, visit the YPN Facebook page.

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Posted in Media Relations, PR Careers, PR Industry | No Comments »

Attracting Media to a Night of Glamour in the Name of Charity

Wednesday, June 29th, 2011

In PR, you are often tasked to ensure that media show up to an event. Fortunately for me, getting media to the Glamorama launch party for Ronald McDonald House Charities of Chicagoland and Northwest Indiana (RMHC-CNI) was pretty straightforward since it was such a well-run event!

The launch party kicked off Glamorama 2011: an unforgettable night of high fashion and fierce performances to be held August 12 at the Chicago Theatre with performances by Cee Lo Green, known for the chart-topping hit “Forget You,” and the electro-pop quartet Far East Movement. Following Glamorama is an official after-party on the 7th floor of Macy’s at State Street. The best part? If you purchase your tickets online, 100 percent of the proceeds will go to RMHC-CNI.

As for the launch party, it went into the wee hours of that warm June Thursday. Hosted by Chicago Now’s Candace Collins Jordan, the launch event was hosted at Room 1520 and put together by the leadership of RMHC-CNI’s Christina Thomas. Guests, models, and media crowded the floors throughout the night enjoying the entertainment provided by the “Hip Hop Connection” dancers and musical guest, up-and-coming Chicago group “blah blah blah.”

RMHC-CNI did it right—they held a great launch event and really generated a lot of buzz for Glamorama 2011. Here are some elements to keep in mind for sure-fire ways that media will be in attendance at your event:

• Glamour: This was an exclusive event that made both the mainstream media and bloggers feel privileged to attend.
• Timing: The event was held in the evening, not at a prime morning news media hour. Fortunately, there was also no breaking news coverage in the local area happening at the time.
• Treats: Like any event, good munchies guarantee better attendance.

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Posted in Events, Experiential Marketing, Media Relations, Midwest News | No Comments »

In the Loop News Roundup

Monday, June 13th, 2011

Between Apple, Blagojevich, Weiner and Couric, it has been a busy week in the headlines. Check out what we’re reading this week:

U.S. World & News Report, “PR Pros Say Weiner is Bungling the Twitter Sex Scandal” – New York Rep. Anthony Weiner fails PR 101, holding a press conference to announce his plans to “keeping quiet” about his high-profile Twitter scandal.

The New York Times, “Is Chicago Pumped to Keep Pump Room’s Name?” – As Chicago’s Ambassador East Hotel undergoes a facelift, the new owner launches a PR campaign, putting the hotel’s famed restaurant’s name to public vote.

Wired, “iCloud’s the Limit: How iOS 5, Lion Push Apple’s Lock-In Strategy” – Apple squares off with Amazon and Google, launching a truly wireless network to fully integrate and “lock-in” customers in the Apple product suite.

The New York Times, “Familiar TV Anchors Move On, Hoping to Profit on Their Own” – Almost a dozen television anchors and celebrities abandon their longtime seats to invest in their own brands and new online ventures.

Fast Company, “Infographics of the Day: 20 Facts About Our World” – Artist, Toby Ng, illustrates the importance of corporate social responsibility in an infographic series on the key social issues facing the world.

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Posted in CSR & Cause, Digital, Issues and Crisis Management, Media Relations, News Roundup, Social Media | No Comments »

Event PR: Expect the Unexpected

Tuesday, June 7th, 2011

Recently, I glued various gems to leather belt in the back of a Jeep. No, that is not a strange metaphor. The aforementioned belt was for a client event, and we were short on time, so it had to be done in said Jeep. The belt ended up being a huge winner with the client. (I was so proud.) But as we developed the event timeline and managed all of the other moving parts in the weeks prior, I did not think I’d find myself bedazzling anything – especially in a car.

Event execution is one of the many duties that fill up the plate of a PR professional. And, if done correctly, an event can make a significant impact on brand visibility and advocacy.

But it takes more than an organized individual with strong communication skills to smoothly execute an event. You need to be creative, quick-thinking and adaptable. In essence, a successful event planner is scrappy;  Between  media relations, vendor coordination, media material development, spokesperson management and client satisfaction, there are various opportunities for things to go awry.

In addition to being an expert at activating brands through events, I have become a specialist of expecting the unexpected. Through my experiences planning and managing events, I have learned a few things along the way.

Media Opts Out
The day of the event, your RSVP list is stacked. This means it is safe to assume each of those “yes’” will show up, right? Wrong. Reporters, producers and bloggers have busy schedules, and it is not uncommon for a fire drill to arise at any given moment. Always ensure you have a media list with you on-site, and make a round of calls for those who may not have confirmed.

Also, do not underestimate the power of post-event outreach. The event is a news hook for media — and if they cannot make it, you are provided the perfect opportunity to follow-up and share additional information.

A Blasé Crowd
If the event is open to the public, it is crucial to ensure they are captivated. It is always a nice idea to have premium items to give away, such as T-shirts or engagement pieces like noisemakers (depending upon the venue and event goals, of course). If these types of items are not a part of the picture, it is up to you to amp up the crowd with…yourself. Be friendly. Be charming. Be engaging. The key is to leave a pleasant impression of the brand upon the consumer. Spokespeople are often leveraged among brands, and if the event features this type of figure, utilize them to make a connection with the brand, as well.

Vendor Mishaps
You order a stand for your banner. It never shows up. What do you do? Ideally, all signage and event supplies are accounted for prior to the event. But with quick turnarounds and shipping delays, sometimes, you are left without crucial pieces for your event. This is where you need to be two things: creative and calm. Take a step back from the situation and choose an alternative. No banner stand? Hang the banner on a wall via some heavy-duty tape (or nails, if the venue is kind enough to let you do so). Sidenote: This is where I have to emphasize that you must ALWAYS have a supply kit on-site!

Staying cool under what might be an incredibly stressful situation not only helps you think clearly, but it also ensures everyone around you (possibly, clients included) that you that you are professional and can handle anything.

Some things may seem out of your control, but in the end, the way you choose to handle them is the real test. Thinking ahead, remaining positive and tapping into your creative side helps make dealing with surprises a little less disappointing — and the event an even bigger success.

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Posted in Brand Recognition, Celebrity Integration, Events, Experiential Marketing, Media Relations, PR Industry, Social Media, Uncategorized | No Comments »

Word of Mouth and Reaching the Masses Today

Friday, May 6th, 2011

News, especially big news, has always had its way of permeating to reach the masses – it’s kind of the reason the group as a whole is called “mass media” in the first place.

Unless you’ve been living in a cave (What? Too soon?), you may have heard that Osama Bin Laden was killed in a raid by United States Navy SEALs this past weekend… but HOW did you hear about it?

Odds are it wasn’t from a traditional news source, a newspaper or a newscast, at least not initially.

Tyler Gray, deputy editor of Fast Company, posted to the site that a single Tweet preempted the President’s official announcement – and by a significant margin since all three appeared the same day.

While Urbahn later said that he received his information from a TV news producer, and told his Twitter followers to wait for the official announcement from the POTUS himself, that cat got out of the bag and wasn’t going to go back in.

Across the country, Dan Shulman was calling the ninth inning of ESPN’s Sunday night Mets-Phillies game when his colleague in the booth, Bobby Valentine held up a text message on his cell phone.

The text was simple, according to Shulman, reading only “Bin Laden is dead.”

After confirming the news, Shulman told ESPN viewers – but the Philadelphia crowd had already begun chanting, “U-S-A, U-S-A,” as fans were receiving text messages and checking emails/Twitter/mobile news.

So we have, in essence, literal word of mouth (WOM) from the producer to Urbahn, a Tweet (consider it digital WOM) and a text message (mobile WOM). While The Huffington Post may have their list of 13 Strangest Ways People Found Out Bin Laden Died, WOM (traditional, mobile and digital), is directly responsible for some of the most powerful imagery in terms of the speed of information we have seen in a long, long time.

While it can be said on anecdotal evidence alone that mobile/digital WOM has already become an important factor in news, the PEW State of News Media 2011 report delivered this past March confirms it.

In 2010, every news platform saw audiences either stall or decline — except for the internet.

We can clearly see the shift from static news sources to more dynamic ones, but the report also included information from the survey. Released with the report (produced with the Pew Internet & American Life Project, in association with the Knight Foundation) PEW found that nearly half of all Americans (47 percent) now get some form of local news on a mobile device. What’s more, the report also found that mobile news is only likely to grow.

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Posted in Digital, Media Relations, Mobile, Social Media | 2 Comments »

Media Spotlight on a Royal Brand

Friday, April 29th, 2011

There are certain events that will only occur once in a lifetime — Halley’s Comet or 11:11 on 11/11/11, for example. April 29, 2011 represented one of these monumental events, as Prince William and his fiancée Kate Middleton were married in London’s historic Westminster Abbey.

In the days leading up to the wedding, a New York Times/CBS News poll revealed that only six percent of Americans had been following news about the wedding closely. While this poll might reflect a general apathetic attitude toward the Royal Wedding, it is not aligned with the attention it has received in media, particularly among social media.

Check out this infographic from Mashable, illustrating that the most chatter about the Royal Wedding has actually come from the U.S. and not the U.K. The media hype began immediately after William and Kate’s engagement announcement, and continued to build ever since. In the past few weeks, outlets from CNN to Us Weekly chronicled every detail of the Royal Wedding on Twitter, from the guest list to speculation about Kate’s dress.

The Royal Wedding has been a true mash-up of traditional and social media, integrating reporter commentary and coverage with consumer interaction. CBS reported that 9,000 new posts about the wedding are posted online each day. Soon after the engagement, a British Monarchy Facebook page was created to share an insider’s look from the Royal family, particularly leading up to the wedding. (The page currently has more than 400,000 “Like”s.)

The year of 2011 has been filled with devastation in the news, from the tragedies in Japan to the various tornadoes that recently hit the U.S. Why is it, then, that there is more chatter about the Royal Wedding in social media than the Japan earthquakes?

Perhaps the fairy tale union provides Americans the opportunity to cling to something positive. Or, it is possible that, bigger than the wedding itself, the union between William and Kate has sparked the new Monarchy in England, and we are fascinated to watch how it all unfolds.

As the Duke and Duchess of Cambridge traveled to Buckingham Palace via a horse-drawn carriage, Piers Morgan noted: “After Diana died, a lot of people in Britain felt that the bright light of the Royal family had gone. That we had lost our superstar. As I watch these scenes, there’s no doubt, we have got a new superstar in Kate Middleton.”

Although the wedding itself is over, I have a notion that media coverage of the Duke and Duchess’ every move will be prominent. And I will be one of the people anxiously awaiting the latest…in my tiara, of course.

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Posted in Brand Recognition, Events, Media Relations, Social Media | No Comments »

2011 Intern Challenge Day

Friday, April 1st, 2011

MSL Chicago held its annual Intern Challenge Day today, in conjunction with our national MSLGROUP offices. Young PR students and professionals from across the country were asked to send in video applications for a summer internship; and from the submissions, select candidates were offered the opportunity to visit the Chicago office, interact with the account teams, and learn more about the industry.

Throughout the day, MSL Chicago staff shared an overview of media relations strategy, account operations and programming to offer a more in-depth perspective of agency life. Candidates also participated in a variety of challenges to test their skills and build discussion from the key learnings presented during the day’s events. Below are a few pictures from the event. Thanks to all the talented candidates who competed in the Intern Challenge!

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Posted in Events, Media Relations, PR Careers | No Comments »

Every Brand’s Golden Ticket

Monday, June 21st, 2010

The UK has Prince William and on this side of the Atlantic, we elevate pop princesses and action heroes to royal status. We live in a celebrity-obsessed society and though we may not like to admit it, we are curious to know what Lindsay Lohan will tweet about next, and more importantly whether it will make any sense.

The fact that the media landscape has changed by leaps and bounds over the past five to ten years is not earth shattering news, but as PR professionals, we are tasked with finding new and relevant ways to trump our competitors and land our products and brands in the pages of top publications from Good Housekeeping to the New York Times and let’s not forget US Weekly and Star Magazine. Celebrity integration in the form of brand ambassadors still proves to be one of the best ways to stand out in the crowd. When implemented strategically, celebrities have the power to improve awareness, define brand personalities and generate consumer and media interest, which ultimately translates into increasing sales.

The question becomes, with the overwhelming amount of pop princesses, reality stars and teen heart throbs, how do you best select a celebrity to align with your brand? One of the most important qualities to look for is someone that is not overly exposed. For example, now that Brooke Shields has promoted just about everything from Colgate Toothpaste and Coppertone Sunscreen to Latisse, she has lost the credibility needed to provide mediable brand endorsements.

Here are a couple of tips to keep in mind when considering a celebrity partnership:

- Depending on the product or angle you are promoting, try and find a celebrity who is an expert in the area, has publically promoted a similar cause or written a book on the topic.

-Choose a celebrity who has a personality, reputation and the characteristics that are aligned with your brand.

- It’s not just the name that is important. A celebrity spokesperson must be knowledgeable, resourceful and can creatively weave in messages and talking points.

- The ideal relationship is collaboration. A celebrity spokesperson should be able to offer insight and expertise that can work into messaging.

- Know your brand and realize that using a celebrity spokesperson is not always necessary.

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Posted in Brand Recognition, Celebrity Integration, Influencer Marketing, Media Relations | No Comments »

Make Sure Your Media Pitch Breaks Through: Plan Desksides!

Monday, June 7th, 2010

Spring has officially sprung, and it is one of the busiest times of the year for companies. Especially for those looking to ramp up their media relations efforts for the year, it is the perfect time to consider coordinating a deskside media tour.

Take a peek at your inbox. Chances are you have hundreds of e-mails, many of which have not yet been read. According to Radicati, a typical business e-mail account receives approximately 110 messages on a daily basis. This number is projected to rise annually, suggesting that e-mail communication is not going anywhere anytime soon. However, this also means members of the media are inundated by electronic messages, many of which they never get to reading. While the telephone is still a valid method of communication, it is rare that an editor has sufficient time to spend chatting.

In the past few months, I have worked closely on various deskside media tours for consumer brands, ranging from packaged foods to health supplements. For companies that have not explored the option of a deskside tour, it may be worth considering, as it offers an excellent opportunity to earn face time with targeted outlets that are relevant to your brand.

• First things first: What is a “media deskside tour”? In short, desksides are one-on-one meetings with members of media. While these meetings can be scheduled with any form of media (from bloggers to television producers and newspaper reporters), it is most common to plan meetings with magazine editors.

• What can I expect during the meetings? With editors understaffed and busier than ever, a deskside meeting may last anywhere from 10-30 minutes. While this may not seem like an extensive amount of time, a few minutes is all you need to make an impact.

This time allows the brand representative(s) to share information on the latest news, products and information from their brand. It is common for this time to include brainstorming of possible story angles and how the brand can work with the editor to make something meaningful to their audience. If applicable, this also offers an opportunity to test the product.

In today’s world where we are drowning in e-mails, tweets and text messages, the face time garnered from a deskside meeting is invaluable. Not only are you able to generate instant brand awareness, it helps build long-term relationships. And, when it boils down to it, relationships are what effective public relations is all about.

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