Category: How To

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How to Elevate Your Social Media Content

By Kate Templeton

Social media is an important tool to build engagement online. When using social media to advance a brand or company, digital strategists are encouraged to create a content calendar and post variations of the same themed posts each week. Routine is necessary in social media planning; however, it is important to switch up content to gain traction and keep audiences coming back. Here are a few ideas to elevate your social media content:

Infographics
An infographic is a tool used to display information in a digestible, visual manner. They answer the following questions: What is the problem? What is the solution? What do you want your audience to do? A successful infographic is unique, simple and creative, yet provides a targeted message. They help enhance social media content by allowing viewers to engage in information that may be too complex in traditional writing.

Instagram/Snapchat Stories
Instagram and Snapchat are the front-runners of mobile social media. Both platforms have developed story features where users can post a series of photos or videos for 24-hours. Organizations can use stories to expand their digital content and audiences, as story user demographics skew younger. Brands can post behind-the-scenes footage from an event, incorporate geofilters on Snapchat, and run polls on Instagram to increase user interactions.

Contests and Giveaways
Holding contests, giveaways and sweepstakes is a strategic way to engage users and advance a brand’s digital following. Before holding a contest or giveaway, it’s important to read up on rules and parameters to ensure it goes smoothly. This Adweek article has some helpful tips to help you learn more about creating a successful social media contest that will increase followers and brand awareness.

Live Video
Live video has become a valuable tool for creating interactive social media content. They create a sense immediacy and allow viewers to interact with comments and reactions in real time. Live videos are also favored algorithmically on social media platforms and notify followers when you go live. Since there’s no going back once you hit go on live video, planning is essential to make sure everything goes off without a hitch but it’s also important to remain spontaneous and genuine. As this Convince and Convert article puts it, “plan but don’t produce.”

Now go out and create genius social media content that will greatly benefit your client and enhance your PR work!

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Tips for a Successful Agency Tour

By Kate Templeton

Have you ever wanted to see what it would be like to work in an actual public relations department or agency? We are very fortunate as University of Oregon SOJC PR students because there are a variety of opportunities to visit real agencies in different cities. Recently, I was able to tour agencies in Portland through UO PRSSA and in San Francisco with Allen Hall PR. Below are a few tips to make the most of your tour!

Do your research and come prepared

Research the company beforehand to better familiarize yourself with its goals and mission. In addition, make sure to have a few questions prepared in advance. This will greatly help you during the question and answer time. Asking well thought-out questions on these tours can help you stand out amongst the crowd, and it is a super helpful way to get all your inquiries answered.

Write down notes

You’re going to want to take lots of notes during the tours. The agencies will share extremely useful information that’s important for you to retain. Make sure to bring paper and a pen with you so you are able to write down these crucial notes. Part of the tour will likely be spent in a conference room listening and asking questions with the professionals who work there. This is the best time to ask questions about post-grad life, the hiring process, how the company works, ways to prepare for this career and other questions you may have. Writing down the valuable insights that they share will be beneficial when looking back at notes after the tours are over.

Network, network, network!

Going on agency tours are important, but actually interacting with the professionals you meet on the tours is a MUST. This is your opportunity to network. Bring your resume and business cards with you in case an appropriate opportunity comes up to give them to someone you connect with.

Stay connected through LinkedIn

While on the tours you will visit multiple agencies, meet interesting professionals and learn about careers in PR. After you get back home, make sure you connect with the people you met. A great way to do this would be to add people on LinkedIn. This is essential because it will build your own professional network. However, don’t just stop with a simple LinkedIn connection. Expand your network by actually communicating. Don’t be afraid to shoot them a quick message thanking them for their time and willingness to share their expertise. Maybe even take it a step farther and ask for an informational interview. This will show not only your interest but will also help you make lasting connections that could help you in your future.

Our chapter will be traveling to Seattle March 1-2 on our Winter Professional Development Tour. Applications are open until Feb. 12. Visit prssa.uoregon.edu/tours for more information.

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Nine Ways PR Professionals Can Foster Positive Relationships With Reporters

By Sierra Goodman

Local reporters, Tiffany Eckert, Justina Roberts and Amber Wilmarth, were on our media relations panel at our Nov. 1 chapter meeting. The three answered questions and informed members about relationships with public relations professionals and reporters.

Public relations professionals and reporters have a symbiotic relationship. Public relations professionals provide reporters with newsworthy stories and reporters provide PR professionals a platform to tell those stories. The key is to maintain the relationship on both a professional and personal level. Similar to any other relationship it requires mutual respect, communication and trust. Here are nine ways PR professionals can foster positive relationship with journalists:

1. Use the 5 W format

Journalists live on fast-paced schedule which means they need to know the who, what, when, where and why in a concise manner. Introduce yourself in a short and simple sentence. The pitch should be about a paragraph long to give enough detail about what you are pitching and why it’s important to the reporter and public as well. The ability to write concisely is a skill learned with practice so don’t beat yourself up if it takes an hour or more to write a paragraph.

2. Text

In the past, it would be deemed inappropriate and unprofessional to resort to texting a reporter instead of calling or emailing. Texting is becoming a more efficient means of communication as reporters don’t have time to go through emails all the time and they are always on the go. Just make sure you have met or talked with the reporter at least once.

“I think that the most important part of PR is communication; communicate well, communicate distinctly, communicate visually.”

-Tiffany Eckert

3.  Initiate and maintain

Yes, we are in the year 2017 where apparently texting between professionals is now acceptable. However, it is still necessary to communicate in-person as well and introduce yourself. It is important to do so whenever the chance is given and to make an effort to make those chances possible. As Gossip Girl would say, “Remember public relations rule number one: your value is your social network.” Building these unique relationships develops overtime, there’s a number of angles to go about maintaining them. This can be anything from complementing them on a recent article they published to going out for a cup of coffee to discuss an impending exclusive. It all depends on where you’re at in the relationship.

4. Keep an exclusive, exclusive

One day in your PR career, you may be given the opportunity to give an exclusive news story to your favorite reporter. If you tell them it is exclusive, stick to your word and only share this information with them. Trust is lost if you tell multiple reporters you have an exclusive story.

5. Be crystal clear about an embargo

Following up on the last statement, be sure to make it clear when a story is an embargo. In this case, the term embargo is described as an agreement between a PR professional and reporter that information given will not be released until the time stated. It’s easy to misunderstand unless it is explicitly said the story is not to be released until the given date.

“What is the most important 15 seconds I could tell this reporter?”

-Justina Roberts

6. Be available

There is nothing more annoying to a reporter than getting an interesting press release only to find out the contact is unavailable for further details. This forces them to move on to the next story making the day harder for both of you. If they are not able to rely on you for a quick response it can severe sever the relationship. Most reporters understand that PR professionals have a busy life too and may not be able to respond immediately. In this scenario, it is important to at least acknowledge that you have received the reporter’s message and let them know when you will be able to get back to them.

7. Get your story in before 8-10 a.m.

Before the day officially starts, reporters meet with the news team between 8-10 a.m. During this time, they are preparing stories for the rest of the day. If you want a reporter to pitch your timely story at the morning meeting, be sure to contact them BEFORE 8 a.m. If you contact a reporter after their morning meeting, the news agenda is set, your story will not be able to be fit in and it is old news by tomorrow.

8. Give plenty of lead time

Although reporters learn to live in a fast-paced environment, letting them know information a few days to a week in advance allows them to take a breather, even if only for a second. This step is important in maintaining a good relationship with the select journalist. No one wants to be working against the clock if they don’t have to.

9. Don’t pitch an advertisement

This part will take some time to master but it’s an important one. In order to not sound like an advertisement, a pitch requires some humanity. Remember to mention how what you are pitching effects the audience who watches the news.  At the end of the day it’s one human speaking to another.

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No Stress Interview Tips

By Kate Templeton

Do you stress out before an interview? Don’t worry- you’re not alone! For me, interviews are the most nerve-racking part of the job process. Demonstrating to prospective employers that you are the most qualified person for the job while being asked questions on the spot can be very stressful. However, with preparation and practice anyone can become a pro interviewee! Here are five tips that will help you nail your next PR interview and alleviate some of that stress:

  1. Dress the Part

First impressions matter! When going into an interview, it is always a good move to dress professionally. Have you ever heard the expression, “Dress for the job you want, not the job you have?” Dressing up for an interview can show prospective employers that you care about the job and are taking the interview seriously. You want them to be able to picture you doing the job you are applying for. Plus, when you dress well it can help you feel more confident!

  1. Practice Common Interview Questions/Responses

When conducting an interview, people are looking for specific responses. They are seeing if you possess the skills needed to work well with their organization. Why not show up extra prepared? As PR students and PR professionals we should be able to think on our feet and effectively promote ourselves. There are certain questions that are consistently asked at interviews (ex: strengths, weaknesses, why do you want to work here, etc.). Practice answers to questions you think you may be asked so that you feel more prepared and confident for the actual interview!

  1. Bring Your Portfolio/Work Samples

It’s easy to tell people that you have a full public relations portfolio with a variety of creative work pieces through multiple clients. However, actually being able to show off your skills during an interview is even better. Make sure to show your PR portfolio and sample work to an interviewer, whether it be a hard copy or online. This will help differentiate you from other candidates.

  1. Study the Organization/Position

Few things are as impressive in an interview as showing how prepared and knowledgeable you really are about what you are applying for. Especially if it’s a job related to PR, you want to know all of the ins and outs of the organization and role. Being able to demonstrate that you have done your research tells employers that you spent time learning about the company and position, and that you genuinely want the job.

  1. Follow-up Post Interview

After the interview is over and you begin the process of waiting for a response, it is important to follow-up with the person/people who interviewed you. Sending a thank-you note or e-mail is always a great idea. This is an additional way to reiterate how much you want this position and help them specifically remember you when they are picking from a large pool of applicants.

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How to Write an Interview-Worthy Cover Letter

By Erica Freeze

As I am about to graduate from the University of Oregon, my job search is on full-throttle. Every time I see the words “please attach a cover letter,” I start to question the purpose of one. What is the point of a cover letter? It turns out that they actually have a purpose and when you utilize them to their full potential they can get you past the application process and into the interview process.

The purpose of a cover letter is to help you stand out past your resume. Cover letters are the outlet to introduce yourself and demonstrate your interest in a company. In these letters, you draw attention to your resume and motivate the reader to interview you. Often this letter and your resume are the first contact you have with a prospective employer, and if written correctly can have a large impact whether they ask you to interview.

After writing many cover letters for my job applications and conducting some research, I have learned a great formula on how to land an interview. So how do you write an interesting cover letter? Read on:

Headers

Headers can vary for every cover letter. Here is a pro tip: usually larger companies look for a header for your cover letter while smaller companies or startups usually don’t. If you are applying to a large in-house company or agency, then a header will most likely be preferred. If you apply to an agency with a few employees, then a header will most likely not be needed.

A header should normally consist of the date you’re writing the letter, your name, address, phone number and email address. Then, skip a line on the page and address your letter to the person who posted the job and their title at the company. For example, if Jane Smith, an HR representative for Edelman posted the job, then you would say, “Dear Jane Smith, HR representative.”

Sometimes you cannot always find the name of the person who posted the job. If you have no idea who this person is, or who makes selections for interviews, I simply put, “Dear Edelman.”

Introduction Paragraph

A successful introduction paragraph will include a brief introduction as to who you are and why you are interested, and qualified in the position. I normally start with my name and my education. Following this, I provide a brand statement. One great thing about the SOJC is that it encourages you to have a brand statement made before portfolio reviews. This is great to include in a cover letter because it provides a brief background as to what you are interested in. An example of a brand statement may be, (and this is the one I created for myself) “I am an aspiring public relations professional with a passion for writing, strategic communication and creative thinking.”

Following this, I like to explain why I am qualified for the position and what I can do for the company. It is important to make your reasons relate back to the job posting in some way. Think of it this way, if you can use the same cover letter and simply swap out the name of the company, you aren’t being specific enough.

Body Paragraphs

Read over the job posting again, and the mission of the company as a whole. How can you help this company accomplish its goals? What experience do you have to succeed in the posted role? The next few paragraphs are for you to talk about your experiences that make you qualified. These can be internships, volunteer roles or even classwork if you do not have a lot of job experience.

I like to divide each paragraph up with the same structure. The first sentence or two should introduce your previous role and the skills you gained from the role. The following sentences should include scenarios where you utilized these skills, and how you best fulfilled the role. Lastly, provide results if you generated any. This is one of the most important things that companies look for. If you generate positive results, it proves that you worked hard in your role. An example of a result may be, “increased Facebook page likes by 50%.” It is as simple as that!

Conclusion Paragraph

Your conclusion should be about one to two sentences, and reiterate the following:

Your enthusiasm about the role.

A “thank you” to the company for taking the time to read.

Where the company can contact you with any further questions.

A mention of relevant documents or links attached (resume, website, etc.)

With this formula, you can hopefully attract the attention of employers and show them your potential! Good luck with the job search.

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Five Common Résumé Mistakes and How to Avoid Them

By Erica Freeze

As the school year is coming to an end, it is important for college students to have updated résumés for future careers or internships. As a graduating senior, I constantly find myself updating and changing my résumé to best represent who I am. A résumé can include other elements besides words – different colors and fonts can all help to show who you are to a potential employer. Potential employers make snap judgments about who you are from a simple glance at your résumé. Because of this, it is important that your résumé makes a positive impression on readers. There are certain mistakes that people make time and time again on their résumés that will make an employer turn his or her nose up. Here are some common mistakes and how to avoid them:

1. There is not enough white space. 

You want your resume to appear clean and professional. Overcrowding the page with too much text will most likely overwhelm an employer and cause him or her to not want to read through the whole page. Being precise and to the point on résumés is the best way to go. When an employer receives your résumé, you want them to be able to glace at it and get a general idea of your experience. Additionally, it doesn’t hurt to have a visually appealing layout with some color or a logo you have created to represent who you are. If you’re adept at graphic design, there are general résumé layouts in Microsoft Word and also simple design platforms online such as Canva which have premade templates.

2. You didn’t include results-oriented language. 

As aspiring public relations professionals, we know that results are very important in understanding how to best target key publics. Employers want to see how you drove change at a previous job or internship. They want to know what you have to contribute to their company to drive change. Your résumé should be clear about results you’ve achieved. It can be as simple as “increased Facebook page views by 15%.” If offered an interview, you can elaborate on how you did so, but it is important that on paper you show them that you do include how you contributed to your past job or internship.

3. Your objective statement could use some work.

If you decide to include a statement at the top of your résumé, try to steer away from an objective statement. An example of an objective statement is, “Seeking a role as an account coordinator to advance my career in the public relations industry.” There are a few problems with this statement. It is very bland, and the focus is on what the candidate wants for herself, to advance her career, rather than providing information on how she can generate change for the potential employer. Instead of that, try using a statement that shows your value to a company. An example of this would be, “Transforming communication problems in the entertainment sector into intensive, results-backed solutions. Creating results through identifying stakeholders, building relationships and implementing change.”

4. You didn’t include skills. 

You can list out your skills in a section or provide them interwoven throughout your résumé in your experiences. Employers need to see your skills and how you applied them in previous positions. These skills can help you stand out from other applicants. In a CareerBuilder survey, 35% of employers stated résumés that don’t include a list of skills is one of the most common résumé mistakes that may lead them to automatically dismiss a candidate. If you decide to weave your skills into your resume, start with the skill and then include how you generated positive results because of this skill.

5. You aren’t confident in your past work experiences. 

As a student in the SOJC, I know that classmates can get competitive with each other, and sometimes it feels as though you may not have enough experience or involvement to stand out. Don’t give up, and don’t represent a lack of confidence on your résumé. If you have no PR experience, highlight the skills you acquired in another job and how they can relate to the position you are applying for. For example, if you are a server, you can say something along the lines of “accurately recorded orders and partnered with team members to ensure satisfaction for our customers.” This shows that you have experience working on a team which most likely helped you enhance you r communication skills. Additionally, if you have no work experience, highlighting certain classes on your résumé is okay to do as well – that’s how I got my first internship! Be confident in what you have to offer an employer, even if it isn’t a bunch of work experience in the field you hope to end up in.

The job hunt can be a tricky one, but be confident in what you have to offer employers with an awesome, updated résumé! This is a first impression of who you are and what you have to offer. Use these tips to help you stand out among competitors!

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Five Ways to Increase Press Coverage

By Erica Freeze

When you have finally finished a piece and it receives coverage, all you want to do is sigh with relief. However, just because an article has received some coverage doesn’t mean you should stop reaching for more. Proactively providing audiences with the latest news on your client, and showing them how your client’s goals align with theirs, can help you gain coverage for months after an article has been published. View these tips on how to gain more coverage:

Put it on the FRONT PAGE of the website
Did your client receive recognition for an outstanding product or an innovative idea? It is extremely important to promote this on the website, and have it be the first thing that prospective customers see. Make sure to reach out to the publisher so you can properly and legally use logos.

Share it on social media
Utilize all social media platforms that your client uses to promote the article, even on some that are less utilized for article sharing, such as Instagram. Also, making it more personal and asking upper management to share on their social will show how important increasing brand awareness and customer loyalty is to your client.

Syndicate Coverage
Does the press coverage include a link back to your client’s website? If so, then you can utilize content syndication to keep interaction up weeks or even months after the article has been published. Utilizing syndication networks will help more key publics’ view the news on your client’s key messages or products they have to offer. The purpose of this syndication is to increase brand awareness, and it will help.

Include the article in a newsletter
If your client has a wide email contact base, then utilize this to promote the press coverage. Attach a link to the article in the bottom of your client’s newsletter. Provide a summary on what the article covered and a small back story along with the link. Additionally, if someone in your contact base was featured in the story, make sure to include that person’s name in the newsletter to show the customers that the brand cares.

Include press coverage in email campaigns
Most organizations have email campaigns that feature the promotion of specific products or key messages each month to align with what target audiences want to see. If the press coverage features something that will align with target audiences, make sure to include the news article in your email campaign series. Customers want to see how products and key messages can help them solve problems and provide solutions.

Following these tips will help your client receive more brand awareness and customer loyalty. How will you utilize these tips for your next press coverage?

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UO PRSSA’s Top 20 Twitter Influencers

It started as a simple question to a professor: “Who should I be following on social to keep up to date on the industry and learn more about PR and media in general?” From there, it blossomed into an idea to compile a list of people and companies students in the SOJC should be following in order to learn outside of the classroom. Each account was chosen by professors in the SOJC (with a few bonuses added by myself) and includes a small blurb about why students should be following. In no particular order, these accounts will give students a diverse range of profiles so they can learn about the media climate, techniques to use and the wonderful, crazy world outside of Eugene.

Lydia Polgreen: @LydiaPolgreen

She is the editor-in-chief of The Huffington Post. She is believed to be the first woman of color to head a major news organization. She has an international perspective as a former foreign correspondent who grew up in Ghana. She was quick to adapt to digital news and is a prolific Twitter user. She’s working to reenergize a newsroom that had previously had only one editor—Arianna Huffington, the organization’s founder.

Fast Company: @FastCompany

Originally a monthly magazine, now a popular news website, Fast Company focuses on business, technology, and design. Fast Company operates as a network of websites online that focus on a variety of issues from the environment to the economy. Students should follow if they are considering entrepreneurship in their future.

Recommended by Public Relations Professor Kelli Matthews

Brian Stelter: @BrianStelter

He is the host of CNN’s @ReliableSources and is a senior media correspondent. Students should be following him because he will help them to understand the latest developments in modern media. He is especially knowledgeable about media coverage of the political landscape.

Recommended by Journalism Professor Damian Radcliffe

Kelli Matthews: @KelliMatthews

She is a PR professor at the SOJC, but is known nationally for her social media know-how. “She’s the first person I thought of in terms of Twitter importance. I’ve learned so much from her.”

Recommended by Public Relations Professor Dean Mundy

Gini Dietrich: @ginidietrich

Gini Dietrich is the founder and CEO of Arment Dietrich. She is very involved in the PR world and has authored books and blogs on the subject of digital marketing communications. She operates “Spin Sucks,” which students should also follow.

Recommended by Public Relations Professor Kelli Matthews

Salena Zito: @SalenaZito

She writes for The New York Post and The Washington Examiner. She accurately predicted that Donald Trump would win Pennsylvania when no one else did. She is now a commentator for CNN. She lives just outside of Pittsburgh, Pennsylvania, which takes her out of the bubble that tends to envelop media based in New York and D.C. “I’ve found her reporting and perspective highly valuable over this year.”

First Draft News: @firstdraftnews

The account is for a non-profit working on solutions to challenges with trust and truth in news. Following will teach students about social media reporting, verification tips and case studies.

Recommended by Journalism Professor Damian Radcliffe

Arik Hanson: @arikhanson

Arik Hanson is the head of ACH Communications. He focuses on a blend of digital and traditional PR through multiple marketing channels. He has been in the communications industry for more than 20 years and has worked with Fortune 500 companies as well as small boutiques. Students should follow him to learn about theory and different parts of the industry.

Recommended by Public Relations Professor Kelli Matthews

Karen Freberg, Ph.D: @kfreberg

She is from Louisville. She’s amazing and provides a ton of great information on Twitter. I’ve learned so much from her.

Recommended by Public Relations Professor Dean Mundy

Spin Sucks: @SpinSucks

Founded by Gini Dietrich, Spin Sucks intends to “change the perception people have the PR industry.” Tweets focus on how to use PR without becoming a “shark” and to be respected in the industry.

Recommended by Public Relations Professor Kelli Matthews

Margaret Sullivan: @Sulliview

She’s a columnist for The Washington Post and former public editor for The New York Times. She is one of the sharpest media analysts working today. She tweets links to her own work as well as other noteworthy links and engages with followers. “I don’t miss anything [she] writes.” She’s an important figure as the media learns how to handle the Trump administration. “An essential follow for any student who wants to be an engaged citizen of the world. I don’t say that lightly.”

Recommended by Journalism Professor Lori Shontz

News Whip: @NewsWhip

The account offers news, trends and insights from the world’s most advanced content intelligence platform. It has great data on social, including analysis of campaigns, platforms, publishers etc.

Recommended by Journalism Professor Damian Radcliffe

Corey duBrowa: @coreydu

He is a University of Oregon alum and the current VP of Communication for Starbucks. He’s great on Twitter. He not only represents Starbucks well, but has a great Twitter personality overall.

Recommended by Public Relations Professor Dean Mundy

PR Daily: @PRDaily

Advertised as, “your one-stop shop for news on PR, marketing, social media & more,” PR Daily has everything and anything a PR major would need to know about the industry. It is important for students to stay updated on what is occurring on a daily basis in order to stay current in an ever-changing market.

Recommended by Public Relations Professor Kelli Matthews

Jay Rosen: @jayrosen_nyu

He’s a journalism professor at New York University. He is one of the smartest media analysts and critics working today. He tweets links to his own work and shares other noteworthy links. He engages with followers on Twitter and his blog. “I don’t miss anything he writes.” He is an important press figure in the media in terms of politics. “Essential readings for students who want to be engaged citizens of the world.”

Recommended by Journalism Professor Lori Shontz

Bulldog Reporter: @BulldogReporter

“Bulldog Reporter serves PR professionals by delivering industry news, opinion and analysis.” Students should be following because the account is produced by PR professionals for PR professionals and will help students establish career techniques and principles that they will be able to take with them when they enter the job market post-undergrad.

Recommended by Public Relations Professor Kelli Matthews

Tina McCorkindale: @tmccorkindale

She is the President and CEO of the Institute for PR. She is an amazing leader (and all-around amazing person), great Twitter personality and provides a ton of great resources that bridges academics and practitioners. She was the PRSSA national adviser. (I’d also recommend following the Institute for PR. It is a great organization with many resources.)

Recommended by Public Relations Professor Dean Mundy

Pew Research Center: @pewresearch

Data. Data. Data. PR is based on results in so many ways. By following Pew Research Center, students can learn about data and analysis on “issues, attitudes and trends” in the U.S.  Following will help students stay up to date on the latest trends. 

Recommended by Public Relations Professor Kelli Matthews

Juan-Carlos Molleda: @GlobalPRMolleda

Students should be following the Dean of the School of Journalism and Communication for a multitude of reasons:

1) To learn more about the happenings at UO and #LifeAsAJStudent.

2) To learn about the PR industry as Dean Molleda has years of experience working professionally.

3) To get a more global perspective from a very worldly person.

University of Oregon PRSSA: @UOPRSSA

Follow the University of Oregon chapter of the Public Relations Student Society of America in order to stay up to date on our events and meetings and gain firsthand experience networking with local professionals. Engage in our workshops and learn about navigating the SOJC!

Recommended by author/PRSSA member Jillian Niedermeyer

 

 

 

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Tips for Writing an Effective Email Pitch

By Erica Freeze

Every day journalists and bloggers receive too many emails to count. Many of these emails are from public relations practitioners across the country who are paid by their employers and clients to reach out to press and hopefully gain some coverage. Because of this mass influx of emails, many pitches are overlooked. This is because pitches received are often too lengthy, not professional or irrelevant to the writer. But believe it or not, there are ways to reach the press, and if you follow these tips you may be able to do so. Here are a few rules to follow for success:

Choose a target:

Choose an outlet that fits your client. For example, if you represent a small coffee shop, pitch to a blogger who explores coffee shops in your area. If you represent a larger company, strive to reach for larger news platforms. Make sure that the blogger or reporter you target tends to write about topics that relate to your client.

Do your research:

Whether pitching to a blogger or a reporter, make sure to read up on the writer’s previous posts or articles. Do this to create an understanding of their interests and the way they write. Think about how your story will help them extend their focus further. When pitching, let the receiver know how your story will fit with their expertise, and most importantly, how it will be of interest to that writer’s readers.

Personalize the email:

After gaining an understanding of the reporter or blogger you hope to utilize, personalize your email with their name and outlet. Writers appreciate emails that are personalized and correctly formatted because it shows that you as a public relations professional took the time to read their material and understand their background.

Pitch a short and precise story:

Address the reporter in your email, and then get straight to the point. Reporters do not have the time to read a lengthy email highlighting details about your company and how it ended up creating a certain product. Don’t pitch your company’s new product without explaining how this accomplishment is part of a larger story. Pitch to the writer how you think its readers will benefit from this new product. Format this information in a structure that is easy to read, with potentially bullet points. Then end with a reasonable and convenient way for the reporter to follow up. The reporter will quickly be able to decide whether he or she will cover your story, and with a massive amount of pitches coming in each day, shorter is better.
You may not always be able to reach the reporter of the blogger of your dreams, but if you follow these guidelines you may be able to reach some great story tellers. How will you use these tips to tell your client’s story?

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What I’ve Learned (So Far) From Going to the Grammys

By Talia Smith

If you follow me on Spotify, you might assume an eight-year-old stole my account password and has been streaming children’s music for the past year. I’m here to say it’s actually me who listens to artists such as Brady Rymer and the Little Band that Could, the Okee Dokee Brothers, Recess Monkey, Frances England and Secret Agent 23 Skidoo. While I do thoroughly enjoy their music, these artists are our five Grammy-nominated clients at Sugar Mountain PR.

Sugar Mountain PR (SMPR) is a Portland-based agency that promotes children’s entertainment. I have been doing freelance work for SMPR owner, Beth Blenz-Clucas, for more than a year now and am fortunate enough to be joining her PR team at the 59th Annual Grammy Awards in L.A. this weekend.

This all transpired in a sort of serendipitous way and I thought I’d share what I have learned so far in the lead-up to this event.

Don’t Underestimate Your Network

 I was introduced to SMPR in Portland through two connections from my hometown in New Jersey: my mom and Brady Rymer from Brady Rymer and the Little Band that Could. My mom discovered SMPR when she was trying to book Brady for an event a few years back.

I didn’t know Brady as the children’s musician; I knew him as the bassist for the band, From Good Homes. They have a large following on the East Coast and I grew up listening to their music. Without my mom or Brady, I wouldn’t have known to reach out to Beth at SMPR.

The lesson I learned from this is that sometimes the most rewarding connections are not obvious ones. I would have never thought that I would find PR work through my mom, who did not have a PR background or my favorite local band. Sometimes you have to dive deep into your third, fourth, maybe even 17th level networks.

Just Ask

Sugar Mountain was not seeking a freelance intern when I applied. I got the job because I asked. I was not originally invited to assist at the Grammys. I’m going because I asked. I learned you sometimes have to take it upon yourself to reach out and offer your services. I think of how many opportunities I might have passed up just because I didn’t ask. As Christopher McCandless said, “If you want something in life, just reach out and grab it.”

Go Along for the Experience and Leave Room to Be Pleasantly Surprised

When at first I asked Beth if I could assist her team at the Grammys, she said yes but made it clear that she couldn’t promise I would have a press pass to get on the red carpet. I was still eager to go because they needed someone to sell merchandise at the pre-Grammy concert featuring all five nominated children’s musicians. I also have family in the L.A. area who I could visit and stay with.

I knew there was a chance that I would not be involved in any of the red carpet Grammy events, but I still wanted to go along for the ride. I would either have the chance to visit my family and work a cool concert or I would get to visit my family, work a cool concert AND work the red carpet and media room at the Grammys on Sunday. I couldn’t go wrong with either outcome. As it turns out, I was pleasantly surprised to receive an email from the Recording Academy to learn my press pass was approved. Then I was able to wholeheartedly freak out and go shopping for a dress.

I’m telling my story to show that it snowballed from a humble start. I think a lot of opportunities have extraordinary potential when you learn to, “Just Say Hi,” as Brady Rymer would say.