Prepare to give more than 100%

Racing takes everything you've got — intellectually, emotionally, physically — and then you have to find about ten percent more and use that too.

- Janet Guthrie

Janet Guthrie's quote on racing could very well apply to working in public relations and journalism, particularly if you're serious about doing a stellar job. If your work calls upon you to toil in crisis communications, as mine does, it is hardly a glamorous occupation. It is hard work, time-consuming and labor-intensive.

If you aspire to work in broadcast news, my first career, be prepared to work long hours and meet multiple deadlines. Understand that there will be times when you must file a report on breaking news with very little information, but somehow sound credible.

The world of journalism is 24/7. Be prepared to work early mornings, nights, weekends, holidays, and 16 to 24 hours straight during a presidential election or crisis - whatever it takes to get the job done. Believe it or not, my PR work has the same demands. Can you say "sleep deprivation"?

For serious journalists and PR professionals, the world of communications is hardly a cakewalk.

Have you worked in a stressful professional? It doesn't have to be media-related. How did you cope? Inquiring minds want to know!


Tags: Public Relations, PR, Media by Sistrunk

Take control of your PR

Public relations (or PR) is called many things - public information, community relations, communications, public affairs. But whatever you call it, its purpose is the same: to foster more effective, two-way communication that helps build relationships and shape attitudes.

Effective media relations - whether it is for promoting publications, services, or products - requires a multi-faceted, interdisciplinary approach. A well-crafted approach incorporates strategic media planning, marketing, community relations and public engagement. When it comes to publications, expert writing and editing, attention to detail, and understanding of deadlines are critical.

Understanding that the media is an audience underlies successful promotional efforts. Webster defines audience as “a group of listeners or spectators: a reading, viewing, or listening public with a vested interest.” For this reason, it is important for you to succinctly convince editors and reporters that they have a vested interest in your product – to inform readers, listeners and viewers why your publication or service is important.

It’s your job to identify what sets your product apart from others. Be media savvy. Develop and nurture relationships with the media, as you would with any other audience. If you work those relationships just right – the payoff is HUGE!

When pitching your book, product or service to news organizations, one size does not fit all. Take time to understand the media culture. Tailor your media pieces to conform to the formats of radio, TV, print and the Internet. Stay ahead of the pack.


Tags: Public Relations, PR, Media Relations, Media by Sistrunk

Building a case for public relations

The Public Relations Society of America (PRSA) is showing off its redesigned website. The association is using the opportunity to promote a new advocacy campaign for the PR industry, "The Business Case for Public Relations." PRSA leaders explained why they are undertaking this venture:

Public relations is more vital than ever before, given the explosion of consumer engagement through new and social media, the collapse of reputation and trust in major institutions and the evolving needs and concerns of corporate CEOs. At the same time, though, the industry continues to suffer criticism at the hands of individuals who do not understand the practice and application of public relations.

The new campaign and website offer public relations practitioners tools and resources to take their work -- and the industry -- to the next level. Read more here.


Tags: PRSA, Public Relations, PR, Media by Sistrunk

Changes at PRWeek

PRWeek is about to go monthly. The magazine about public relations will keep its name but plans to shrink its format, adding longer feature articles and charging for its website. PRWeek is experiencing the same challenges as many other magazines -- declining ad revenues. The April 27 issue of PRWeek will be its last before shrinking from its tabloid size and turning monthly.


Tags: Public Relations, PR, Media by Sistrunk

Lead us not into temptation

Resisting the seduction of clichés


(This post first appeared here in August of 2005.)


Public relations writers fall for them. Reporters are lured by them. Communications veterans across the spectrum succumb to the sweet talk of the ever-present, easily accessible cliché. No writing style is immune to these overused phrases, even fiction. The media biz coined a term for these expressions - "groaners." If you're looking for a surefire way to annoy your audience, take the easy way out and slip a series of groaners into your copy.

Newswriting.com describes a groaner as "a hackneyed, overblown, stuffy or just plain silly cliché that turns up time after time in news scripts. Groaners show laziness on the part of writers, disrespect for the folks watching, and a general contempt for lively English." I agree. When it comes to many of these euphemisms, I believe in taking quick corrective action. Arrest these overused phrases. Blindfold them, give them a cigarette and place them before a firing squad.

When it comes to groaners, seasoned journalist Abe Rosenberg does a great job of identifying some of the worst offenders, often heard in TV news broadcasts. Here is a sampling of groaners from Newswriting.com:

Area residents - “Shhh, Tommy, don’t play the drums so loud. You’ll wake the area residents!” Normal people don’t refer to their neighbors this way. Why should we?

Famed - “Mommy, mommy, I just saw somebody famed over there!” When did “famous” become a dirty word?

Lay the Groundwork - Doesn’t anybody “prepare” anymore? Too many writers cling to these phrases (“Set The Stage” is another example) when talking about politics, foreign policy, war and peace, etc., as if big phrases made a story important. Important facts make a story important. References to theater and construction belong in stories about theater and construction.

Motorists - Where have all the drivers gone? Don’t fall into the DMV Handbook trap.

Somewhere, some wordsmith is hoping that I'll ease up on folks who like to incorporate clichés into their copy. I'm not completely heartless. As a journalist and PR practitioner, I have fallen into the same trap.

The road to hell is paved with good intentions. If you want your copy to "sing," write as if you're holding a conversation with someone. Put your best foot forward. Work like a dog. Leave a lasting impression. In the end, your copy will be the best thing since sliced bread. Just do it.


Tags: Cliches, Writing, Journalism, Public Relations, PR, Media by Sistrunk

Thought for the Day

Be prepared to give more than 100%

Racing takes everything you've got — intellectually, emotionally, physically — and then you have to find about ten percent more and use that too.
- Janet Guthrie

Janet Guthrie's quote on racing could very well apply to working in public relations and journalism, particularly if you're serious about doing a stellar job. If your work calls upon you to toil in crisis communications, as mine does, it is hardly a glamorous occupation. It is hard work, time-consuming and labor-intensive.

If you aspire to work in broadcast news, my first career, be prepared to work long hours and meet multiple deadlines. Understand that there will be times when you must file a report on breaking news with very little information, but somehow sound credible.

The world of journalism is 24/7. Be prepared to work early mornings, nights, weekends, holidays, and 16 to 24 hours straight during a presidential election or crisis - whatever it takes to get the job done. Believe it or not, my PR work has the same demands. Can you say "sleep deprivation"?

For serious journalists and PR professionals, the world of communications is hardly a cakewalk.

Have you worked in a stressful professional? It doesn't have to be media-related. How did you cope? Inquiring minds want to know!

Tags: Crisis Communications, Public Relations, PR, Media by Sistrunk