We recently asked our members to share their best success stories of 2008 (see: Getting Publicity: How ProfNet Helped Members in 2008)
As a follow-up, we asked some of those members to also share a few of their best practices for using ProfNet to connect with reporters.
Our tip: Always include “ProfNet” in the subject line of your response, so reporters know your e-mail is in direct response to their query rather than unsolicited e-mail or spam.
If you’d like to share your tips or success stories, e-mail me your info and I’ll include it in our next follow-up piece.
Thanks!
– Maria Perez
Julie Lenzer Kirk
President & CEO, Path Forward International
www.PathForwardIntl.com
1. Be memorable. Reporters often get inundated with responses. Figure out how yours can stand out both in the subject line and the body of the e-mail.
2. Be brief. Unless the query asks for specific information, provide a preview of the type of information you can provide, rather than a novel. Less is often more.
Melanie Rembrandt
CEO, Rembrandt Communications, LLC
www.rembrandtwrites.com
When responding to ProfNet queries, be succinct and only provide relevant data. Give the media member the information requested and avoid sending attachments. Instead, provide a link to more information, and make it easy for the reporter to find your contact information and get in touch with you.
Cristal Perriello
Manager, Media Relations & Communications
College of the Holy Cross
www.holycross.edu
1. I include fun facts or a top three list, then I ask the reporter to contact me to find out the rest of the list or more information. For example, I told the History Channel about a possible experiment they could use on the show. They loved the idea and contacted me. Give the reporter enough to be interested, but not too much. Sell, don’t tell!
2. Always follow up! If I don’t hear from a reporter, I always check back in right before their deadline. Worst-case scenario — they don’t respond; best-case scenario — you make a new contact.
Julie Baron
Communication Works
1. Read postings carefully and follow directions (e.g., if the poster requests use of a specific subject, use it).
2. Keep it short and to the point.
3. Include specific examples that support your comments.
4. Offer up interviews, photos, product samples, etc., when available and appropriate.
Loren M. Gelberg-Goff, LCSW
Well from Within
www.wellfromwithin.com
1. I copy and paste the query into my response (especially if I’m not responding from my ProfNet mailbox). This way, the reporter knows exactly which query I am responding to, since they may have many out there, and of a similar nature.
2. I always put exactly what the heading is in my subject line — whatever the title of the query is, is what appears in that line.
3. I usually come up with a list that is responsive to the query. This keeps my answers clear, focused and direct.
Eric Papp
Generation Y Results-Based Consulting, LLC
Developing and Retaining Gen Y employees/customers
www.ericpapp.com
1. When you respond, get right to the point. Reporters like numbers or bullet points
2. Read the query at least two times before answering. Discover what the reporter really wants.
3. It’s about their story, not yours. You will succeed when you operate from a mindset of how you can help the reporter. If you do this, you will get what you want.
Liz Goodgold
Branding Expert, Speaker and Author
www.duhmarketing.com
www.redfirebranding.com
My secrets to success:
Give reporters a tasty soundbite — you don’t have to serve up the entire meal, but just enough to whet their appetites.
Do *not* send them elsewhere — merely firing off an e-mail that states you have had success with the requested topic, but only providing information such as “please see my Web site” will certainly end up in the “delete” file.
Explain your expertise. Reporters receive many off-target responses. Let them know quickly and easily why and how you are the expert in this subject matter. Example: “As a branding speaker with over 20 years of experience, I know firsthand the changes occurring in the speaking business as a result of this economy.”
Adrienne Mazzone
VP Arts & Entertainment
The TransMedia Group
Responding to queries could be challenging. I like to keep it short, to the point and always include a “why” my client would be the perfect candidate for the interview. So every pitch has the “why.”
I always include, unless specified otherwise, my client’s name and catchy wording in the subject.
Jillian Lubarsky
Media Relations
Juvenile Diabetes Research Foundation (JDRF)
1. Short and to the point: If a reporter is looking for an expert on a certain topic, simply offer the name and credentials of the person you have in mind. It doesn’t hurt to attach the expert’s resume, if available (unless the reporter explicitly states “no attachments”).
2. Make it easy for the reporter to contact you. I always write out my e-mail address and phone number in the last sentence of my e-mail.
3. One time, I was working with a reporter on a story about diabetes research and I began to realize she would be better off contacting another organization, and even helped her get in touch with the correct person. This shows integrity and demonstrates that I take my job — and a reporter’s job — seriously. Although we didn’t get placed in a story, I now have a reporter who trusts me as a reliable source for information.
4. Tell the reporter why his/her readers will benefit from the information you can provide. Make sure you stay relevant and on topic.
Jillian also shared the following media hits that resulted from ProfNet queries:
ProfNet queries played an essential role in helping the JDRF media relations team promote the mission and accomplishments of our organization in 2008:
1. JDRF placed Miss Black USA 2007 on a call-in radio show in New Orleans (http://kids.jdrf.org/index.cfm?page_id=110952)
2. Paul Strumph, senior VP of research at JDRF, was quoted extensively in a special report on Diabetes 9-5 — diabetes in the workplace on WebMD (http://diabetes.webmd.com/features/tips-to-help-you-manage-your-diabetes-at-work)
3. Lisa Iannucci’s blog, CelebrityDoGooders.com, profiled Elliott Yamin for JDRF. Yamin has type 1 diabetes and supports the work of JDRF.
4. Greenwise, Publix Group ran a story on why it’s important to know your family medical history and how one can go about creating a medical family tree; this piece featured a family actively involved with JDRF.
5. Non-Profit Times ran an article on their front page about the role of social networking Web sites and fundraising. JDRF’s social networking site, www.juvenation.org, was included and featured: http://www.nptimes.com/08Nov/npt-081101-1.html
6. Singer twins selected as spokes-teens for “Heart of Gold” Web site (https://www.heartofgoldgirls.com/entre_singers.cfm)
7. The Macomb Daily (Michigan-based newspaper) posted a query on ProfNet seeking “Non-profit organizations that sell holiday cards with proceeds benefiting their mission.” I responded to this query and suggested More than Cards, a company that designs greeting cards and holiday cards for nonprofit organizations. More than Cards was founded by a couple in Colorado after their daughter was diagnosed with juvenile diabetes. When this company first began, it started off as a way to help JDRF raise money for diabetes research; now it has matured into a wonderful company and has branched out to include other worthy causes. The Macomb Daily was impressed with More than Cards and featured a JDRF-themed holiday card in their roundup of greeting cards to purchase for the upcoming holiday season. Because of ProfNet, Macomb Daily readers were introduced to a company where they can not only buy their holiday cards, but also help charitable organizations.