By Sue Masaracchia-Roberts

In a program fit for Valentine’s Day, suburban editors shared their insights with those attending the Publicity Club of Chicago’s February luncheon, “Love Your Local Media.”

Panelists sharing their insights were:

· Kay Long, Daily Herald assistant city editor
· Carol Goddard, Pioneer Press senior news editor
· Jon Kaplan, director of public relations, Metropolitan Pier & Exposition Authority, and former producer/writer for CBS-TV in Chicago

Ravinia Festival communications director Nick Pullia served as moderator.

Jon Kaplan

Kaplan, a writer and producer at CBS-TV in Chicago for 10 years, noted that the greatest mistake made by PR people pitching local TV is not giving stations enough lead time.

“TV is a monolithic entity, not a rapid response vehicle,” he said. He made the analogy between writing using a hammer and chisel on slate and the speed with which TV responds to leads, especially on Saturdays when crews are skeletal, at best. “Make sure to give a lead time of at least four to five days, and contact the planning director at the station. After notifying us at least a week ahead of the story taking place, you can send a media alert to remind us a day or two before to keep your story top of mind.”

At CBS, these gatekeepers are Diedre White and Dan Blom. “Know whom to pitch and what the shows are about. Make sure you don’t deal in abstracts when pitching television, but instead show us the human, emotional elements, along with what we can show that is visual.”

“You will get better play,” he added, “if you offer us an exclusive.”

According to Kaplan, TV has several unforgiving deadlines. In additional to being visual and offering an emotional hook, “you are better off making your case via e-mail and then being patient. If you call or are pushy, you’ll turn them off.”

“It doesn’t take a lot to develop a relationship with the media,” he added. “Just be polite, honest, realistic and responsive. Make it happen for a reporter. Take their calls, respond to them and deliver what you promise in your pitch. Make sure it happens when you say it will and what you say it will be!”

This is especially true during a crisis. “There is a link between the media and PR people. If you don’t call us back when we call you about a story, we’ll fill in the blanks and go with what we have. If you want to be able to express your side of the story, be accessible and call us back.”

If something goes “south,” not happening the way you expected, Kaplan suggested “a mea culpa goes a long way. We will rarely kill a story, but if you tell us you screwed up and are taking corrective steps to help us — if you are truthful — the media is more forgiving.”

Television also relies on PR people to provide experts, families affected by news events and a variety of other sources. “It’s a two-way street. Get yourself known by the television station as a reliable source or to serve as an expert.” However, he warned that the person determined to be the expert or spokesperson should appropriately reflect the mood and story, especially if they are the person in the highest authority on that story. As an example, he referred to the miners trapped in the Southeast. “The PR person who acted as spokesperson was perceived as being very cold by both the media and by the families.”

At CBS, there is an extensive Web service, said Kaplan. “More and more, stories that are running on the news are duplicated online. There is more writing and more features appearing on the Web. In the future, I believe you will see more and more view our story at 10. If you have a feature, it would be wise to call the station and ask to speak to the Web master and pitch your story to him or her.”

He also suggested keeping a “computer Rolodex” in order to contact the most appropriate producers. “Send that person your resume — or that of your expert — and a cover letter, indicating that you are local, available to address specific topics and willing to help.”

Kay Long

In addition to offering local sections, the Daily Herald has several areas of focus, including business, sports and features, but “the Herald’s trademark is local, local, local,” said Long. “We only want material that is pertinent to the particular community, even though we may share some stories in other zones where appropriate. We do accept photos, pictures and some citizen journalism, along with press releases, as time and space permits.”

Concurring with Kaplan’s view of television, “The Daily Herald is monolithic as well. We need more than four or five days, especially with 28 Neighbor [section] editors and six or seven people who oversee these sections,” she added. That makes it all the more important to know whom to pitch, as well as providing pictures and stories with heart.

Long advised PR people not to blanket the newsroom, but also not to go to just one reporter. “Target whom you contact and go to the one who best fits your story’s beat. If you get a ‘Yes,’ tell the others you’ve contacted. Never blind copy editors. If they find out, it’s very irritating.” The Herald also has several Internet cousins, displaying stories online, so stories that have been covered can be easily tracked.

Long receives about 1,500 e-mails a day and has at least two deadlines each day. To avoid being perceived as pesky, she suggests, “If you sent an e-mail and want to know if I received it, leave a short phone message with your e-mail address, along with your name and phone number, requesting that I look for your message. If I didn’t get it, I’ll call you back.”

Her favorite people to work with are those who know when the stories run because they read the paper every day. When they pitch her, they refer to stories they saw in the Herald and tell how theirs will fit. They provide us with at least two weeks of lead time before the story takes place, are truthful and offer exclusives when appropriate.

“If we see a story we have been pitched in another media outlet, we’ll downplay our coverage of it. You’ll get more coverage if we get an exclusive,” she said. However, she warned, “Do not send us any free stuff. We cannot accept anything. We cannot even receive food and, if we get it, we are supposed to donate it to a food pantry.”

She also likes to work with people who are aware of trends and anniversaries. “Be aware,” she suggests, “of what is going on beyond Chicago. Trends are big, as are think pieces and roundup stories. Get to know people at all levels of the paper — not just the editors, but also the reporters, and let us know what you have available.”

Long most prefers contact by e-mail, but does not mind succinct phone messages. She can be reached at klong@dailyherald.com or (847) 427-4477.

Carol Goddard

As the city editor, Goddard is the “go to” person for Pioneer Press and directs larger projects. However, Pioneer Press comes out once a week on Thursdays and its stories also focus on local news.

“If someone notable is coming into town,” she said, “it’s unlikely we would cover it. However, if a local resident is doing something noteworthy, absolutely contact us.”

Goddard suggests that, if a story has entertainment value, PR people should call all the editors who might be a natural fit. However, if the audience appeal is limited — for example, news about a church service — call the local editor. She suggests asking those editors contacted if “they can suggest whom you might talk to who can help your story find a better home.”

Web coverage mostly parrots the print copy.

Goddard’s favorite pitch was from someone doing some landscaping at the Marriott Lincolnshire Resort. “This person would write the stories, provide the photos and always added value to what she gave us,” said Goddard. “Whenever she contacted me, she had my complete attention.”

When stories she receives have been embargoed until Thursdays, as Ravinia does, she appreciates it. “This provides Pioneer with a level playing field, especially for events. I particularly like receiving stories that offer personal insights, like a family with a local tie touched by Katrina. You can give the story to another outlet if you provide them with a different angle on that story. That’s okay.”

She likes talking to people who notice trends, pitch solid stories and maintain good relationships with the paper.

As spokespeople for a news story, she prefers to speak with those in authority, especially if that person is articulate.

Pioneer Press also likes creating partnerships with local agencies, providing contest judges, pre-concert talks, panel moderators and prizes, depending on the event.

Goddard prefers e-mail. If you want to know whether your e-mail reached her, you can request a return receipt when you send it. Contact her at cgoddard@pioneerlocal.com or (847) 486-7372.

Post to: del.icio.us | | Posted by Maria Perez on Thursday, March 1st, 2007 at 2:14 pm.