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YOU ARE THE REASON
Lint Roller? I Barely Know Her
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EXPECTATIONS
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@deedelossantos-blog
Seems like a harmless and friendly email to check out this place, right?
I had dinner with a couple bloggers the other evening and they ALL received the same message about how some foodie friend said they were the top 3 blogs.
this may surprise some people, but food bloggers do actually talk to one another!
5 Tips to Do What You Love
Yes, you've heard the age old saying of "Do What You Love" before. With these tough times, there are about 100 applicants for every job opening or there is always someone that is looking to one-up you from your position, so how can you "do what you love"?
1. Set Boundaries. As I get older, I am less interested in working contracts that pay very little in something that I'm not even interested in. These type of contracts take more time than it's worth, so weed out the ones that do and focus on the ones that you enjoy. If you enjoy what you're doing, it'll reflect in your work.
2. Figure Out What You Love.
This might be a tad bit of a back pedal on the first point, but if you're starting out in the industry - you might want to try a couple things to see what most interests you. I consider myself an introvert so I would think writing press releases and speeches would most likely be my specialty. But would you believe it's actually media relations and following up with media that I love the most? While I'm an introvert and would probably be terrified in front of a gathering of people, I value and enjoy getting to know media on a one-on-one basis. I would have never thought that it would be enjoyable until I tried it out.
3. Find Your Niche.
You may start off as a generalist but in time, you'll find something that interests you and you have a knack for. This could be a topic - Fashion, Film/Entertainment, Food..or it could be a specific role like social media, analytics, event planning. It seems that I always end up back in my niche of Entertainment because of my varying experience in it.
4. Take Advice with a Grain of Salt.
I've been told numerous times that I should do analytics, stay in the background and do research. I think it's because I probably come off as a quiet person (who is slightly obsessive compulsive). While I appreciate the advice, I like taking risks and learning new things. So yes, I'll do a lot of research and paper work but if a situation comes along where I could gain more experience from it, I'll take it!
5. Keep Learning.
Don't stop learning. This is the most essential part of being a PR and a human being. Stay curious and learn to broaden your skills. Some archaic PR professionals will tell you that social media is not the future (I know I have been told this numerous times) - but it didn't stop me from learning. I've self taught myself Photoshop, Lightroom, Illustrator and InDesign. I also like to dabble in filming so I have some decent videography and photography skills. It has become invaluable on the job. Read as much as you can and learn as much as you can.
Finally…I know having 6 items is not as attractive as five, so let's call this a bonus tip.
JUST SAY YES.
For you Ex-Starbucks Baristas, you know this saying. It's been drilled in your head a million and five times. To just say yes to your customers, even if they're being spoiled little princesses that need their lattes 135 degrees - not 130, not 140 but 135.
I spent the last year saying YES to every single opportunity that was thrown my way. Some things scared the poop out of me but I said yes to anyway. I taught businesses how to use social media, I spoke in front of an audience and I even planned a super high profile event. These are just a couple of the items that I was asked to do and without hesitation said yes to. These three were also the most scariest of things I did in the past year. That being said, saying yes to things I would normally say "hell no!" to has opened up so many doors and has helped me become a better person. I am definitely not a public speaker, but to throw me on last minute was exhilarating, overwhelming and frightening. I enjoyed every moment of it. I encourage everyone to try it out!
"Underpromise, over deliver."
The (should be) Mantra of Every PR Professional.
I was expecting sample sized boxes to try their new cereals out, but instead I got 7 full sized cereal boxes. I love you for this.
Well, I can't ding her for grammar, but...try with my name next time!
not all of us are party loving scenesters.
Not all of us PR folk are beautiful extroverts who enjoy the party scene.
So if you ever feel like you don't belong in PR because you aren't tall, pretty and the life of the party - know that there are more of us introverts who love crafting and telling our clients' stories and go home to our own lives at the end of the day.
how to deal with people
Being in Public Relations means you have to deal with, well, the public. The people.
Sometimes it can be very trying to do so, but it is essential as a PR professional. One of the most important skills you can teach yourself in life is how to deal with people and certain situations. I have done many random jobs in my life and no matter what you are - a PR manager, a lab assistant, a barista or a pizza maker at a fast food chain, you are always going to encounter crazy people.
The variation and degree of crazy changes, but it is always at the root, the same deal. Here are some tips in handling these kinda folks:
1. Don't take it personally I used to take criticism fairly personally until I realize that there must be some internal aggravation that is going on with that person. Unless you have intentionally made this person angry or crazy, you are a small part of the bigger picture of why they are acting this way.
2. Don't keep it with you for the entire day Another downfall of mine would be that if I received negative feedback, I would keep it in mind for a long, long time. This is not only useless but unhealthy for you. Process that negativity and then let it go. Some people use exercise or chatting to a friend or even writing to excise it.
3. Put your ego aside You could most likely be very right about something, or have previous experience to warrant you being correct in a certain situation - but guess what? These people don't want to hear that. The more fuel you add to the fire, the greater and longer the burn. Unless you like arguing or debating for hours (which is a great waste of your time) - swallow your ego for that specific moment and agree to disagree.
4. Be proactive If it's a client that's acting up , give them no reason to at the very beginning. Clearly state expectations for campaigns you're running. Under promising and over delivering is so much better than over promising and not being able to live up to it. Getting press coverage is one thing but managing your clients expectation is more paramount.
5. Know your limit For the most part, I've been saying let it go and move on. However, it is important to know the difference between pettiness and abuse. Verbal abuse should never be tolerated in any job. Do not attempt to escalate the situation by turning it into a shouting match, but let them know that you will not tolerate being verbally abused or reach out to your boss for help.
i am not a fairy godmother
I cannot make all your PR needs and wishes come true.
I can't promise you headlines and front pages - I'll do a damn good job to pitch the daylights out of your story as long as its relevant and newsworthy. But I cannot promise you the world. If you want front page, use Advertising, that's what it's for. Placement for days.
And if anyone promises you the front page of your local weekly, they're a damn liar. Or they're bedding the editor.
like a virgin, cold calling for the very first time
I am no means a confident PR profesh like my home girl Samantha Jones a la Sex and the City. I remember the first time I had to pick up the phone to do cold calling, my hands were shaking.
I sat at my makeshift desk at my internship with a rather large real estate firm, looking at the phone that had a ridiculous amount of buttons. I had a paper list of media maybe about 15 pages deep that wasn't local media but ones on the East coast. I had to call them up and tell them that our company had raised a fair amount of money for a charity located in the East.
I found some paper and wrote down the key points and a little bit of conversation so that if I froze up, I could refer back to it.
I took a deep breath, picked up the phone and started dialing. How frustrated yet slightly relieved was I to get nothing but voicemails. But there were the odd person who picked up.
"Yeah I got your press release. I don't have time to talk." SLAM!
But it gets better. I called up a fairly popular newspaper and had one of the journalists pick up.
"Hello Mr. So and So, It's X calling from Y. Do you have a minute to talk about the release we just sent you?"
"You have 60 seconds to pitch me. Better make it good."
...
...
...Uh..What? That completely threw me off!
I stuttered my way through my 'pitch' but I was pretty sure he wasn't sold.
I'm actually quite thankful for that experience, and thankful that the Director of Communications decided to throw me to the wolves. Maybe she knew that these particular reporters would scare me straight and I would wise up to be better on my feet. Or maybe she did it so I could compare the wonderfully friendly local media we have here to them. Who knows, but it was quite the learning experience.
Almost 10 years later, I still get a little nervous when I'm cold calling and pitching to a new batch of reporters in a different field than what I'm used to. But it's the challenge of pitching the right angle and getting to know a new person that keeps the job interesting and why I wouldn't trade it for the world.
5 tips to write a great press release
Writing a press release has changed greatly from when I started in PR (yes, I'm doing this old lady rant). Long gone are the days of having to pick up newspapers to find out who writes what column, compiling media contacts that way and faxing press releases.
THANK MERCIFUL HEAVEN FOR THIS.
Releases are more interactive with live links in them, added photos and the ability to connect with a client through the wonderful world of social media.
That being said, the basic principles still apply with some fun details to go along with it. In fact, can it still be called a press release? It seems like these cool cats nowadays are calling it a media release. No longer do we have to know the difference between a press kit and an EPK (electronic press kit) because they are one in the same now.
Anyway here are some tips to write your press release for better pick up.
1. Accomplish answering the 5Ws+H in the first paragraph. Yep, the first thing you ever learn in PR school still rings true. The first paragraph should have the who, what, when, where, why and how. Any other extraneous information is for 2nd and 3rd paragraph.
2. Links on Links on Links on Links Don't forget the usefulness of links. In fact, you should probably have the first mention of your company be a link back to their page. For example, "Starbucks releases new drinks just in time for summer!"
3. The importance of a lead Wordplay in your title? Oh you're cute. Unfortunately, some people won't get your cute sense of humour and they wont even bother opening up your release. Not saying keep it bland and boring, make them curious to open up the email but don't be too boring or too cute.
4. Contact information Your contact information is so important. Put your email, twitter handle and phone number. The more easily accessible you are, the better (but please, do not link them to your Xanga page).
5. Keep it short I'm gonna Sweet Brown you. Aint nobody got time for that. Media folks care for:
the 5Ws + H
a little more information in the form of one-two more paragraphs that aren't pages long
your contact information and details for interviews/previews
If they have to scroll more than one or two times on my computer, then it's too much!
If you nail these practices down, then your chances of getting picked up increase greatly.
PR follow up done right.
This is by far the nicest gestures I've ever received from a PR/Event company. So simple yet so meaningful.
Good job!
the 10 blogger outreach commandments
I don't consider myself religious or an expert in the media relations business. However, as fate would have it, I get to be both the PR pitching to the blogger and the blogger being pitched to by the PR folk. Interesting situation, no?
When I read countless articles of PR blunders, I take it in stride and go, 'Well of course, who would be stupid enough to do that?'. Well folks, sadly there are people who do that.
So the blogger in me decided to write this post, but the PR professional in me decided to keep it concise (it's a very confusing world sometimes in my mind). Here are my 10 Blogger Outreach Commandments for PR Professionals.
1. Personalize I know you have a huge list of bloggers to go through, but take the time to personalize your pitch or press release. I'm more likely to continue reading the entire release if it's addressed to me and not to "Mr. Gastrofork" (yes, this has happened to me before - please PR peeps, do your research).
2. No Harassment Please Call backs and follow up emails are a pain in the butt. I understand completely because I dread every cold call callback I have to make when I pick up my phone. One email or one phone call is enough after a couple days after you sent the release. It is NOT okay to email or phone me several minutes after you've sent the release. It is NOT okay to email or phone me every day until I answer. This reeks of pure desperation and is above you, dear PR profresh.
3. Keep It Concise As with journalists, bloggers do not have the time to read the short story you've written on the latest ice cream maker your company has created. I completely understand that sometimes this is above your head and your hands are tied but for your sake, please have a conversation with the wonderful writer of this release to shorten it! If that's a no go, write an introduction paragraph with all the key points (AGAIN KEEP IT SIMPLE) and include the ridiculously long press release that your boss made you send.
4. Keep it simple with Visuals and Colours Again, keep it simple. I've received lovely looking press releases with vibrant colours that still do the trick quite well. But I've also received press releases that consist of Comic Sans, bright Pink Italicized size 28 font that burn a hole through my retinas. Again, colour is lovely but please know how to use it and do not abuse the format button on your email program!
5. Pitch Me Believe it or not, I do like being pitched to. It's a good exercise for me to see how other PR peeps do their job and an interesting way to meet someone even if it's virtually.
6. Get to Know Me In the same respect of number 5, you should get to know your media/bloggers. I'm not asking you to stalk me on Foursquare, hang on every angry tweet or check out my daily food pictures on Instagram - but you should have enough insight to show that you actually do give a damn about me. Read my last post and tell me that you thought it was great or maybe you thought it was utter garbage. Either way, show me that you know why you're contacting me.
7. What's in it for me? Oh yes, I'm going here. Now before you write me off as a greedy blogger that only wants the perks that come with the job - hear me out. I don't expect every single release to come with bells and whistles, but I want to know WHY you think MY blog should cover it. An Oceanwise fundraiser since you saw that I was fundraising on my blog for causes? Great sleuthing job, PR friend. A blender that supposedly blends 9000 times faster than the best one on the market since you saw I have a decent readership? No bueno. Believe me, we bloggers know why you're pitching to us.
8. Be Available I'm not a needy girlfriend, but if you want me to write a post about your product or event and I need extra information, I'll need you to answer in a timely fashion. Don't let more than 24 hours go without answering - and if you have to, apologize for the delay. A simple apology goes a long way.
9. CC = No Bueno Please, please please...no CCs. I don't need to know that Tom, Dick and Jane are getting the same press release or invite to the event that I am. And what's even worse? When you reply all us! Please...use BCC or send it separately. Nobody wants to see your large CC.
10. Leave the Flattery at the Door I recently had a situation where someone was flattering me beyond ridiculousness. I mean full on -"You are amazing!!!! You are so influential!!!!!" What? My mom doesn't even listen to me - how exactly am I "so" influential? Basically grovelling. Please don't ever do this. EVER. This is SO below you as a PR professional. Please KEEP IT REAL. I don't take flattery well because my instant reaction is - whaddya want from me?? And guess what, that will probably be 90% of real bloggers' reactions.
So now that you've gone through these commandments, please take a moment, let it sink in, write it down even. I promise if you follow these steps, your life will be a lot easier. You will gain the respect of (most) the bloggers you are pitching to and bloggers will actually open your releases!