Media Programs
What This Section is About
This section of Trainer University covers editorial calendars, proactive pitching, bylines, HARO, ProfNet, and how to plan media /analyst dinners.
Why This Section is Important
In the absence of pure news, there are a few tricks of the trade that Public Relations professionals use to drive coverage and build media relations for our clients. A few examples of ways to meet metrics are through editorial calendars, HAROs, proactive pitches, media tours, media dinners and trend jacking. These are essential skills any public relations professional needs to provide a steady drumbeat of media opportunities for your client.
What is an Editorial Calendar?
An editorial calendar is a listing of the major themes or features planned for upcoming issues of a magazine. An editorial calendar is often in the Media Kit created by magazines (and sometimes newspapers) to attract advertisers. In theory, an editorial calendar tells you in January, what the magazine will write about all the way till December. They are an extremely efficient way to control publication of content across media outlets throughout the year.
Publishers also extract some of their editorial calendar data and make the data publicly available to attract advertisers. As public relations professionals, we use these editorial calendars to try and place stories for clients. However, the primary purpose of editorial calendars is to control the publication of content to ensure regular appearance of content that interests readers and advertisers.
Traditional print publishers have used editorial calendars in some form for centuries to manage the publication of books, magazines, and newspapers. The internet has dramatically increased the number of publishers who also need to organize content and ensure content is published at regular intervals. These publishers have discovered editorial calendars solve a difficult problem: how to ensure content can be published consistently over time in different media. Without a calendar, publishing can be erratic and possess little interest to readers and advertisers.
What This Section is About
This section of Trainer University covers editorial calendars, proactive pitching, bylines, HARO, ProfNet, and how to plan media /analyst dinners.
Why This Section is Important
In the absence of pure news, there are a few tricks of the trade that Public Relations professionals use to drive coverage and build media relations for our clients. A few examples of ways to meet metrics are through editorial calendars, HAROs, proactive pitches, media tours, media dinners and trend jacking. These are essential skills any public relations professional needs to provide a steady drumbeat of media opportunities for your client.
What is an Editorial Calendar?
An editorial calendar is a listing of the major themes or features planned for upcoming issues of a magazine. An editorial calendar is often in the Media Kit created by magazines (and sometimes newspapers) to attract advertisers. In theory, an editorial calendar tells you in January, what the magazine will write about all the way till December. They are an extremely efficient way to control publication of content across media outlets throughout the year.
Publishers also extract some of their editorial calendar data and make the data publicly available to attract advertisers. As public relations professionals, we use these editorial calendars to try and place stories for clients. However, the primary purpose of editorial calendars is to control the publication of content to ensure regular appearance of content that interests readers and advertisers.
Traditional print publishers have used editorial calendars in some form for centuries to manage the publication of books, magazines, and newspapers. The internet has dramatically increased the number of publishers who also need to organize content and ensure content is published at regular intervals. These publishers have discovered editorial calendars solve a difficult problem: how to ensure content can be published consistently over time in different media. Without a calendar, publishing can be erratic and possess little interest to readers and advertisers.
The importance of Editorial Calendars to the Trainer Media Program
Here are some of the best practices Trainer Communications leverages to score media attention in the absence of a news release. Your PR toolbox includes editorial calendars, HAROs/ProfNets, proactive pitches, media tours, media dinners, bylines, trend jacking and other tricks you use to make metrics!
A combination of these tools, spread over time, is the basis of a good media relations campaign. Use every available channel of communication to get your message out to the community.
How do we use editorial calendars to help our clients?
One of the services we provide clients is a listing of editorial calendar opportunities. Our database makes it easy for us to pull these opportunities up and have a systemized way of pursuing PR proactively throughout the year.
For example, an editorial calendar by eWeek shows they are writing about Social Networking in the Enterprise, for their April 5 issue. This means that we should be pitching the story now (December) as lead times for weekly publications are generally 4 – 6 weeks out, and monthly magazines can be 3 – 6 months out.
Long lead publications, such as industry newsletters and regional magazines, are other good outlets for promoting your program or campaign. Unlike the quick turnaround associated with daily news services, magazines and newsletters typically require much more lead-time, often several months in advance, to run a story.
As PR professionals, it is our responsibility to investigate our clients’ key verticals and publications they should appear in, and check the editorial calendar on the targeted publication’s website, either on the writer’s submissions page, or perhaps even on pages targeted toward advertisers.
The Importance of Proactive Pitching
Proactive pitching involves outreach to the media with story ideas related to industry news, trends and customers. Although proactive pitching is widely considered an important alternative for generating media coverage in the absence of news and scheduled editorial features, at Trainer, we believe that proactive pitching is a “must have” component of any successful public relations campaign.
The Trainer Communications Approach
Proactive pitching is a critical component of any public relations campaign because it provides a path to position clients and their customers as thought leaders and industry innovators. In addition to resulting in traditional editorial coverage, proactive pitches can lead to contributed articles, executive profiles and speaking opportunities, as well as coverage by columnists and other editors that typically do not work from a bank of scheduled stories.
Trainer has experienced success with this approach for a number of clients. A prime example is with Coraid: When Trainer Communications began working with Coraid, a provider of Ethernet based SAN Storage Solutions, the company had little to no coverage in the media. The company was seen as an industry maverick by going against the norm and using a homegrown Ethernet platform instead of traditional Fibre Channel. The company was beginning to attract the attention of industry influencers, but was still seen as an outsider. In the absence of news and scheduled features, the Trainer Communications team reached out to various media outlets on the idea that there was a “Storage War” going on in the industry and the legacy providers were not going to be able to scale up to meet today’s technology needs.
The Trainer team used this information to begin a dialogue with Investor’s Business Daily reporter Brian Deagon, and provided him with a charismatic CEO, a successful industry veteran and insider from their board, in addition to analyst reference to build a solid relationship with this key journalist which resulted in a large article in the technology section that highlighted Coraid’s CEO as an industry thought leader and major competitor for the legacy storage providers, EMC and NetApp. Overall, it was a huge step forward in the process of establishing our client as a leader in the storage industry.
In addition to its work with Investor’s Business Daily for Coraid, Trainer Communications has placed bylined articles for clients such as InQuira and Proofpoint as a result of proactive pitching efforts. After engaging in a dialogue with editors, we have found that although publications were interested in certain trends and story angles, editors do not always have resources to develop stories in-house. Since bylined articles raise executive visibility while posing minimal risk, they are a particularly good way of securing coverage for clients that are just learning how to interact with the media, especially for publications like Forbes, Network World and CIO.
The Byline
There are many resources that public relations professionals can leverage in the creation of story ideas for proactive pitches. Byline articles are an example of an excellent way to retain ownership of key messages and establish thought leadership. Executives can insert their point of view and reach target audiences by writing or commissioning these articles. Bylines can be tricky to write and require a careful balance to ensure that they are both informative and readable. Be sure to consider your audience, don’t self-promote, develop a strong thesis with data to back it up.
In addition to uncovering industry trends that can be validated by a client’s customers and industry analysts, Trainer Communications looks internally to discover interesting dynamics within the client’s organization to uncover potential story angles for bylined articles and personality profiles. Keep in mind that the focus of the byline article should connect with the intended readers. If you’re interested in having an article included in the July issue of a publication, chances are the article will need to be submitted by late April or early May. Careful planning will avoid missed deadlines.
In a Nutshell
Proactive pitching opens the door to a dialogue with a reporter, and while these conversations do not always result in immediate coverage, they keep public relations professionals and their clients’ top-of-mind with journalists, increasing the likelihood that a reporter will look to you or your client as a resource for a future story. Proactive pitching also provides an avenue to discover the trends reporters are interested in and other stories in the pipeline, as well as providing an opportunity for public relations professionals to be of service to both our clients and the media.
Help A Reporter Out (HARO) and ProfNet
www.haro.com and http://info.prnewswire.com/profnet
There are two main services that journalists use to reach outside their regular resources to find sources for their articles: HARO and ProfNet. For all intents and purposes, the services are the same. The big difference is that Trainer pays to receive ProfNet service, and HARO is free. You will often find the same queries on each site, but sometimes there are inquires that are only found on one site, so it is important to monitor both.
HARO is a social media service where journalists looking for sources can go to find them. It is an email blasted out three times a day that lists the queries. It’s important to sign up for their emails, and check out what the media is looking for. If your client is a match for the topic/inquiry, you respond with a pitch.
HARO was founded in 2008 by PR pro Peter Shankman (founder and CEO of PR firm The Geek Factory), and averages 1,500 queries per week. Queries come from journalists ranging from small blogs to massive print publications. It’s great way to get your clients in with a variety journalists and topics, and is often used by freelancers. While using HARO and ProfNet sounds fairly self-explanatory, it is much, much more than the journalism/source equivalent of Match.com.
Approximately 98 percent of the queries on HARO and ProfNet will not match our client’s needs. Nevertheless, it is important to read your emails from both as soon they hit your inbox. It is also strongly recommended to sign up for the full HARO listings, not the industry specific list.
Why HARO Works
HARO is a fantastic way to take the pulse of the media, and find out what journalists are covering before it lands in print, on the web or on television. It’s a great way to get into their heads to see not only what they are covering but how they are covering it. This knowledge–a basic understanding of what gets covered (and potentially why)–is important for any publicity endeavor. It will help you think a little more journalistically with your own pitches.
Follow HARO for a few weeks, and you definitely begin to understand why the “write about my client because my client is awesome” pitch often strikes out. Then you begin to learn how to craft a pitch that will help your client get a little coverage.
HARO is an essential resource and an important tool for every PR professional. Just pitch very, very carefully. Off topic pitches will get you banned from the source list.
Media Tours: A How-To Guide to hit the road and forge stronger media relations
A media tour is an excellent method to achieve what we like to call PR Rule #1: Forge strong relationships. From a tactical perspective, it's about meetings with targeted press and analysts in one or more geographical regions when launching a new company, product, or service. Strategically speaking, communicating one-on-one is the best way to build relationships of mutual respect and interest with the press and analysts whose articles, reports and recommendations influence your company's key external audiences.
Bring in the Experts
Leading a media tour is not for the inexperienced. You want to put your best foot forward with the media, and first impressions are critical. Think of PR counsel as a coach, and your company is gearing up for the season. To reach the finals, you'll benefit from a coach's wisdom to optimize your performance through preparation, motivation and experience.
Format
Adjust the meeting mode as needed to maximize opportunities for interaction with your key contacts. Often a tour is a combination of in-person meetings with press and analysts in multiple metro areas (New York, Boston, Washington, DC, Chicago, San Francisco/Silicon Valley) and teleconferences. Phone briefings are an increasingly common element of tours as more writers and analysts work from remote locations, such as their homes.
The press needs “fresh” news. For instance, if the purpose of your tour is to unveil a product line, don't be tempted to publish related materials such as white papers or datasheets on your website before releasing the news. Working closely with management will keep information about your company's next big thing from getting out before its time.
Press tours are an exciting prospect since they provide the opportunity to raise your company's profile and communicate the latest messages - with the media, no less! Sometimes that enthusiasm leads to a heavy tour lineup. When you hit the road, the only people entering the conference room for the briefing should be one well-prepared spokesperson and you, the PR expert.
Timing
It takes at least two months to plan an effective tour, so it's important to communicate regularly with your internal constituents and set expectations about the process. You'll need the time to engage an industry analyst well in advance of the tour for a consulting session to fine-tune your positioning. Conduct spokesperson training with your star player to master effective message-delivery techniques. Prepare a Q&A for your spokesperson, anticipating a wide range of questions about the news, but also about the company, from competitors to funding to sales channels. Create a concise, news-oriented presentation tailored to the press and analyst audiences, but be able to deliver the story without using it as a script (or a crutch) for the briefing.
Once you're on the road, most tours are conducted over a period of one to two weeks, with follow-up as needed over the next several months. Complete the tour prior to the wire date of your news, taking into account long- and short-lead publication cycles. When dealing with embargoed news on tour, securing reporters' embargo agreements is essential so that no early stories appear, potentially adversely impacting other media coverage possibilities.
Meeting your Metrics
Once the meetings are concluded and the news has been shared, you can expect press coverage, although not necessarily immediately afterward. Articles seeded during the tour, especially with monthly publications, can appear up to six months later. Often, the tour is just the first step in the process, since follow-up is necessary to ensure the reporter has all the elements for the story (customer references, graphics, analyst references). Analysts may use the information in a report or research note, and the publication cycle can be up to nine months. Most importantly, with a tour, you and your client’s company have invested in a foundation for future dialogue with the key media reaching their prospective customers, partners and investors.
Media /Analyst Dinners
Of all the tools that PR professionals use to develop media relationships, media dinners are a wonderful opportunity to showcase clients, and often, 1-2 of their top customers as well. Media and analyst dinners also serve as a platform with which you can get to know your media contacts in a relaxed, enjoyable setting while discussing relevant topics and possibly, potential story ideas. Most importantly, they give your client the opportunity to mingle with valuable media on a more personal level – a rare occurrence. When done right, media dinners can be a PR professionals best friend and an invaluable tool for securing favorable press and ultimately, driving a client’s bottom line.
Building Your Invite List
Your invitees and invitations should be a reflection of the client and the media you’re looking to invite. Obviously, inviting all key business reporters and editors in town is a must. Always make sure your invitations have a personal touch- never blast anything out in a mass email! If your client has a particular talent or hobby that you know a certain media person would like, i.e. wine tasting, don’t be afraid to mention it and have it be a part of the experience that evening.
Another key tip: know your crowd. When inviting multiple technology-related media, be sure to be sensitive to the different personalities and relationships that exist within the group. Arrange seating to make the most of the personality and background of each individual attending, while avoiding any uncomfortable personality clashes or situations that might inadvertently reflect poorly on your client, you or Trainer Communications.
Protocol on the Night of the Dinner
While yes, media dinners are arranged for a specific purpose and are you ultimately there to work, they should also be lighthearted and fun. This is your chance to engage media and get valuable face time that is so hard to come by these days, so having a relaxing vibe is key. Offer beer, wine and some signature cocktails to help loosen everyone up or wind down from a long work day. Conversation should be casual and engaging- DO NOT use this as an opportunity to try and force feed information or story ideas about your client. Don’t forget to work the room- make sure you’re visiting with all of your guests and making everyone feel comfortable and engaged. Also, everyone wants to meet the “man (or woman!) behind the curtain” making the company run, so make sure you carve out time for the CEO and other executives (if appropriate) to join the table, have a glass of wine and meet everyone. This gives writers a chance to ask any questions they may have about your client and make a personal connection.
Follow Up
Follow up should be conducted within a day or two of the event, thanking guests for coming and checking in to see if they have any additional questions. Also, any electronic copies of relevant documents (i.e. a press release, CEO/executive bios, etc.) and photos should be included for their quick reference. This serves as a great way to not only touch media a third time with your message but also to ensure that your client is kept top of mind for future stories and that you are kept in mind as an excellent, reliable resource to media.
At the end of the day, public relations require a lot of multi-tasking so make sure you’re making the most out of your events!
Trend Jacking One of our regular responsibilities as PR professionals is to be on top of the news, this is done through the distribution of a daily press summary — a review of the day’s news for the company’s PR staff and senior executives. This involves scanning popular industry, business publications sand verticals for relevant articles, and summarizing the stories in an email. It can be also accomplished through setting up RSS feeds and Google news alerts. It may seem like a chore, but it is very valuable part of the Trainer’s efforts to keep on top of the news, in addition to addressing competitive and marketplace developments.
When we see a story that relates to a client in some way — particularly if this story is part of a bigger trend –we look for ways to leverage this by aligning a media pitch, article submission, blog post or other some communications with that story or trend. This trend jacking strategy often pays off — resulting in some great coverage for our clients, especially in security, like Armorize.
Here’s the Armorize example: Armorize had a big idea and a very short amount of time to execute. Although this company was a virtual unknown in America, this Asia-based company wanted to make a splash in the U.S. market in time for RSA and Black Hat. Leveraging a “trend jacking” approach that allowed Armorize to own the trend of “malvertising” (as its solution prevents malicious advertising from infecting a person’s computer via their browser) Trainer quickly executed an aggressive media campaign resulting in more than 20 articles and eventual placement in the USA Today.
Trend jacking is all about setting clients up as “issues experts” for future reports on the topic, and laying the groundwork for article placements. Trend jacking is a prime example of how we use the news of the day to drive new opportunities and impact the companies we support.
Employing Important Public Relations Principles
To get reporters talking about your client and their products, public relations professionals must understand the fundamentals. This includes knowing how to deal with the media; establishing connections and most importantly, help your client reach their market objective. Getting publicity is fun, but it’s a waste of time and money if it doesn’t help your client achieve their marketing or sales objectives. If getting on the front page of The Wall Street Journal doesn’t help them make more money or increase their company’s market share, it really isn't worth the trouble. Think strategically and proactively, not reactively.