Podcast: Real Men Wear Pink with KINK FM’s Corey & Mitch

Podcast: Real Men Wear Pink with KINK FM’s Corey & Mitch

The PR Talk crew hadn’t chatted with anyone working in radio for a while, so Amy and I jumped at the opportunity to interview Corey Foley and Mitch Elliot from KINK FM. “The Pair with the Hair,” as I like to call them just made up in my head, run KINK’s weekday morning show from 5:30 a.m. – 10 a.m., spinning their favorite jams and offering a rundown of the day’s news. Only teaming up this past May, Corey and Mitch’s morning show is new to the KINK schedule — their seamless chemistry a testament to both of their personalities, as well as to KINK’s production team for making the match.

I met Mitch in August at the Real Men Wear Pink kickoff party, and instantly gravitated to the jovial guy with the golden, bass-laden voice. As part of Breast Cancer Awareness Month every October, the American Cancer Society runs a fundraising initiative called Real Men Wear Pink to get men in the community more involved in breast cancer initiatives. I’m thrilled to be part of this engaged group of guys who are raising awareness and money for men and women affected by the pervasive disease. We’ve gotten a head start on fundraising, but Mitch, myself and the rest of Portland’s “Real Men” will be suiting up in pink throughout the month of October, as well as participating in the Making Strides Against Breast Cancer walk on the 14th.

Visit my portal if you’re interested in making a contribution to my fundraising efforts — my sincerest gratitude to you! Alright, let’s get into the show.

Corey and Mitch immediately made us feel welcome in the KINK studio. This responsive attitude isn’t reserved just for us, though — the duo will reply to everyone who sends them a message, no matter the medium! Connecting to the listenership is goal number one for Corey and Mitch, and they acknowledge the challenge they’re up against.

“You can get music anywhere… you don’t listen to your favorite radio station to get your news anymore… what we want to give you is something you can’t get anywhere else,” Corey said.

8 Seconds to Win Us Over

Corey and Mitch better serve up their message quickly — their coaches stress that they only have eight seconds to captivate radio channel surfers before they turn the dial. This results in a great deal of nonverbal communication between the pair and reliance on keen broadcasting instincts. You can hear this in the interview — Corey and Mitch are absolute pros at getting a message across rapidly, but eloquently.

Interviews are Dead

On-air interviews with authors, or even someone famous, are a thing of the past on anything but news or talk radio these days. Remember: eight seconds. There is no time for drawn out interviews! However, Corey & Mitch will still “pass your news on” if it’s deemed audience-worthy. This means they will let listeners know what’s going on with your news themselves through a quick, on-air blurb. They just won’t interview anyone anymore.

Promotions Directors Are Kings & Queens

If there’s an event (concert, book signing, or otherwise) you’re trying to promote, don’t send all of the info to the DJs and pester them continuously. Instead, do some homework, find out who the station’s Promotions Director is and figure out something creative with them. Promotions Directors typically plan sales promotions to increase revenue, or program promotions to increase the audience’s time spent listening (TSL). KINK’s Promotions Director is Derek House, so reach out to him if you’ve got something cooking. If you’re pitching music, shoot your pitch over to the Program Director, Sean Demery.

Additional PR Tips

  • This is a tried and true tip, but DO YOUR RESEARCH!!! Don’t pitch an author interview when you should know that Corey and Mitch simply will not play along.
  • Take a look at “Words We Said” — the Corey & Mitch highlight reel. This will give you a good idea of what they might talk about.
  • Sneak in the building.
  • Make your subject line as attention-grabbing as possible. Corey and Mitch love salacious titles!

It was a quickie, but Amy and I had a great time talking to Corey and Mitch, and they were fantastic hosts. If you’re looking for a meet-and-greet with them, check out the upcoming performances in the KINK Live Studio, usually followed by a Q&A with the musicians.

Keep an ear to the ground for more information on Real Men Wear Pink and join me at the Making Strides Against Breast Cancer walk on October 14!

About the guest: Corey Foley

Corey Foley was born and raised in Florida, and is a second generation Florida Gator. She loves spending time with her three dogs and her hubby, looking for the perfect chicken wing and watching college football. She also digs meeting new people, hiking, any kind out outdoor festival and searching for her next tattoo.

Connect and follow Corey on social media:

About the guest: Mitch Elliott

Mitch Elliott was born and raised in Atlanta, Georgia but calls the Pacific Northwest his home for the last 15 years. Mitch loves cooking, exploring Portland’s food scene, and flying stunt kites on the Coast. Mitch lives in Southwest Portland with his partner Derek and their amazing Golden Retriever named  Ruby-June and their lovable mutt named Brewster.

Connect and follow Mitch on social media:

PR Talk is sponsored by dapulse

In such a fast-paced, multi-faceted work environment, it can be tough to stay on top of everything. dapulse is the collaboration tool trusted by businesses of all kinds to help cut down the clutter and streamline productivity. Learn more at dapulse.com and signup for a free trial. You’ll see in no time why so many teams around the world are choosing dapulse for their project management needs.

PR Talk listeners can use the coupon code BetterExecute for a 15% discount.

This episode of PR Talk is brought to you by PRSA Oregon

Throughout Oregon and Southwest Washington, PRSA provides members with networking, mentorship, skill building and professional development opportunities – whether you are a new professional fresh out of college or a skilled expert with 20 years in the industry. Check out PRSAoregon.org for more information on how membership can help you grow and connect.

Podcast: Both Sides of the Aisle with PRSA Oregon Pres., Colby Reade

Podcast: Both Sides of the Aisle with PRSA Oregon Pres., Colby Reade

If you’ve been listening to PR Talk recently, you might have learned about our new partnership with the Public Relations Society of America (PRSA) Oregon. But what you’re probably more interested in is that PRSA Oregon’s prez, Colby Reade, APR, has experience in both broadcast media and public relations. So, of course we sat him down to capture this valuable perspective for you.

Have you ever wondered about the differences between working in PR and in a newsroom? Colby tells us all about it while offering PR tips from an ex-media role. He also walks us through in’s and out’s of PRSA Oregon. And finally, please don’t fast-forward our shameless plug about about an upcoming presentation on the power of podcasting that Amy and I will offer PRSA on the morning of Thursday, September 28.

Working Across the Aisle

After graduating from the University of Oregon, Colby landed a promotions position for a radio station in Portland, hawking t-shirts and boosting event exposure. For the next few years, Colby wore various hats in radio, seamlessly weaving his marketing discipline through an affinity for on-air work. Colby would eventually rise to Managing Editor at KXL before making the jump back to PR, and he has continued to work on the agency side since 2011.

Transcending the Bounds of the PR to Journalist Relationship

Noting the pure volume of work that must be done in both fields — balancing multiple accounts or stories, managing social media channels, and tons of writing — Colby wonders if they might be more similar than we realize. Crises also happen in both fields, so the ability to drop what you’re doing at a moment’s notice and act fast is a must-have.

One big difference between working in PR and journalism, according to Colby, is the focus and scale of the content. In radio, Colby would spend eight hours on one story, hit the big, red publish button, and let the content amble into the ether, quickly off to chase the next lead. In PR, you can spend months building a cohesive strategy for one announcement. At the end of the day, Colby clearly values the work he’s done in both fields, and as a result he is privy to the give-and-take manifested in each.

PR Tips from Someone Who Got “100 Pitches a Day”:

  • Make your pitches pop. Immediately. When Colby was broadcasting, he realized that PR people have about 10-15 seconds to grab the reader’s attention through an email pitch. That’s basically the subject line and the first two sentences.
  • Make your availability clear. One of the most frustrating aspects of dealing with PR people for Colby was getting a pitch, being interested in the content, reaching out to the pitcher for more information, only to realize nobody was on the other end to help. This is a huge waste of time for someone who’s constantly battling the clock.

“Joining in,” at PRSA

Colby was initially hesitant to fully commit to his local PRSA membership, but after hearing about the Accreditation in Public Relations — a degree, of sorts, given to industry professionals who demonstrate a deeper understanding of public relations theory — he was hooked. The PRSA Oregon chapter offers a free 8-week APR coaching course, including a panel presentation and a written exam. Learn more about our local chapter’s APR process here, or shoot them an email — [email protected]. I’ll save you a seat at the next course!

Colby praises PRSA for giving members a space to make strong connections, learn new skills through more than 50 FREE webinars or presentations, and assume mentor or mentee relationships with other professionals in the industry. PRSA Oregon even has a Mentorship Chair, who pairs members with one another to share ideas and lessons about successes and pitfalls. Here’s a list of benefits you can expect with a PRSA membership.

PRSA also posts monthly events that it hosts or partners with, and members benefit from reduced registration costs. From “Meet the Media” events, to its annual Spotlight Awards, PRSA lives up to its mission of educating and connecting its members while also recognizing the brilliant work they produce.

“Don’t just join, join in.” — Barbara Kerr, APR, long-time PRSA board member and past president.

The ins and outs of Podcasting

Mark your calendars! In partnership with PRSA, Amy and I will be speaking to PR professionals about the podcasting medium. We’ll let you in on all of the things we wish we had known or done from the beginning, covering everything from the technical side of kick-starting and producing a podcast, to interviewing techniques, and using the tool for your clients.

To learn how to start a podcast, come by the White Stag Block on September 28 from 7:30 a.m. – 9 a.m. for an engaged discussion. Sign up for the event.

About the guest: Colby Reade

Colby is a proven communicator with experience in broadcast media and public relations. A proud father, Colby serves as chapter President for PRSA Oregon.

Connect and follow Colby on social media:

PR Talk is sponsored by dapulse

In such a fast-paced, multi-faceted work environment, it can be tough to stay on top of everything. dapulse is the collaboration tool trusted by businesses of all kinds to help cut down the clutter and streamline productivity. Learn more at dapulse.com and signup for a free trial. You’ll see in no time why so many teams around the world are choosing dapulse for their project management needs.

PR Talk listeners can use the coupon code BetterExecute for a 15% discount.

This episode of PR Talk is brought to you by PRSA Oregon

Throughout Oregon and Southwest Washington, PRSA provides members with networking, mentorship, skill building and professional development opportunities – whether you are a new professional fresh out of college or a skilled expert with 20 years in the industry. Check out PRSAoregon.org for more information on how membership can help you grow and connect.

Podcast: Early to Bed, Early to Rise with KPTV’s “On the Go with Joe”

Podcast: Early to Bed, Early to Rise with KPTV’s “On the Go with Joe”

It’s hot. Sweltering, really. But despite the heat wave rolling through Portland and the army of newscasters it takes to tell us all how to cope, KPTV’s “man-about-town,” Joe V (short for Vithayathil) made the time to sit down with us and run our show.

This was actually my first time meeting Joe but we instantly hit it off. This was largely thanks to Joe’s feels-like-I’ve-known-him-for-years demeanor — whether that’s just who he is, or it was the heat breaking down our internal defense mechanisms, I don’t know — I guess I’ll find out when I see him next in more temperate weather. Regardless, Joe and your favorite PR-podcasting duo had a lively chat in a comfy KPTV green room after (almost) walking in on somebody getting changed. It’s a good thing we don’t have cameras rolling for these podcasts!

Joe immediately took us through his foray into broadcast journalism. To the aspiring broadcasters at Washington State University, feel proud — Joe gave your program a whole lotta’ love throughout this episode. After wrapping up at school, Joe took an unpaid internship at a local station in Yakima, Wash. Thanks to Wazzu’s broadcast journalism program with hands-on courses, Joe flew right through his “trial period” and quickly became a full-fledged reporter. Joe couldn’t help from throwing a few shots at collegiate rivals, University of Washington.

After three years in Yakima, Joe landed himself in “market-37,” otherwise known as San Antonio, Texas. This was a huge jump for Joe, in terms of market size, and he stayed five years before returning to his Pacific Northwest home. Joe didn’t come back alone though —  during his stint in San Antonio, Joe began dating, and would later marry his coworker, Jenny. Plot twist: Joe’s wife is Jenny Hansson, KOIN’s morning show anchor!

Joe has served as KPTV’s features reporter since 2006, getting up at 3 a.m. every day to walk his four-hour beat on “Good Day Oregon.” In this role, Joe will cover live shots ranging anywhere from chilling at the Rose Festival to climbing up the Fremont Bridge.

 

The Pitch Opportunity

Joe produces and arranges all of his own segments, so pitching him is going right to the source. When you’re pitching Joe, make sure you include the following:

  • Visual element — Just “talking to somebody” isn’t going to be enough for Joe. He reminds us that TV is a visual element and he needs to point the camera at something other than an interview.
  • Something new — This is difficult because Joe has been at KPTV for over ten years, so he’s pretty much done everything, but even if it’s something he’s done before, give him a new angle or a fresh visual. Sell your story!
  • Details!!! — We’d like to think this is a given, but just to restate: make sure EVERYTHING that Joe would need to cover your event is in there. Theoretically, you should be able to send a pitch and not even have to be at the event for the coverage to run smoothly.
  • Brevity… — Yes, you need details. But you don’t need to write The Odyssey. Save your “epic” writing for your free time.

It’s clear that Joe has a lot of things on his plate. He’s got multiple segments to cover every morning, so his calendar is his bible. Joe’s currently stacked through the entire month of August, so if you want to get something on his radar it better be well before the event. Joe says it’s never too early to pitch him an event — just remind him closer to the date!

Keep in mind that when you’re working with Joe, you will likely get multiple segments out of it. Good Day Oregon throws to Joe three to six times over the course of the morning. This means your pitch should outline three to six different segment ideas to fill out his schedule. Don’t just suggest four interviews for him to do — get creative and visualize the shots they’d want.

Amy and I had a great time speaking with Joe, hearing about his schedule, his love for his wife and kids and his “try anything once” mentality. Just don’t put Joe around heights.

About the guest: Joe V

Broadcaster, model citizen and guy who once got a retweet from @TheRock. “On the Go with Joe”- weekdays on Good Day Oregon and @fox12oregon (via Joe’s Twitter profile).

Connect and follow Joe on social media:

Joe Vithayathil

This episode of PR Talk is brought to you by PRSA Oregon

Throughout Oregon and Southwest Washington, PRSA provides members with networking, mentorship, skill building and professional development opportunities – whether you are a new professional fresh out of college or a skilled expert with 20 years in the industry. Check out PRSAoregon.org for more information on how membership can help you grow and connect.

Podcast: Gary Stein: An Editor for the People

Podcast: Gary Stein: An Editor for the People

What enters my mind when trying to describe Gary Stein, Editor of the Lake Oswego Review, is unmatched candor and positivity. Amy and I recently witnessed first-hand how dedicated Gary is to the community he works in. Beyond his affable and witty demeanor, you can feel Gary’s passion cutting through your headphones in this interview.

The Lake Oswego Review is a weekly newspaper, falling under the parental umbrella of Pamplin Media Group, which oversees 25 community newspapers throughout the Portland Metro area. Gary has served as Editor for three years.

Falling in love with journalism at the impressionable age of 16, Gary cut his teeth in southern California, where he was raised, and in Dallas, Texas, where he witnessed just how competitive local journalism can be. From Dallas, Gary made the leap up to Portland, where he would work for The Oregonian for 26 years in various roles.

Much of Gary’s tenure at the Portland daily was spent as Managing Editor of the Custom Publications section, where he worked with reporters and freelancers covering special events, homes and gardens, the growing beer culture and nonprofit organizations in the community. Custom Pubs was dropped from The Oregonian during their major overhaul, shifting to a ‘digital-first’ model and making around 100 layoffs in the process. Gary admits that times were tough for the newspaper, himself and his colleagues, but he still values his time spent there, the connections he made and The Oregonian’s editorial direction.

Gary has made it his mission to fully integrate into the Lake Oswego community his paper covers, setting up a series of monthly “Meet the Editor” meetings. But he doesn’t stop there — once a week he has coffee, lunch or happy hour with different people around town. While these meetings often help the newspaper with leads, the real goal for Gary is to ensure the community can fully trust the paper and that the community is accurately represented.

The Pitch Opportunity

Gary is a huge proponent of Pamplin Media’s news-sharing model between its 25 community newspapers. Information travels fast among the Pamplin network of papers. So, if the story you’re pitching the LO Review could be of interest to any other communities where there’s a Pamplin paper, chances are you’ll get more than one hit just by sending one pitch!

Gary notes the high volume of PR pitches he gets every day and gives industry pros tips to sharpen their skills before sending them along. Especially in community news, you have to be extremely targeted with your pitches — these publications won’t bite on the shotgun-style, press release trigger-finger approach. Instead, make sure your news, or at least your take on it, is geared towards Lake Oswego.

Further, Gary says that he doesn’t remember the last time the LO Review ran a press release verbatim. Instead, they want to do their own reporting and tell their own story. This might inspire you to spend more time on your pitch than the actual press release, since they won’t run it as it stands. Give them all of the details and save your fluffy writing for blog posts or your journal.

PR Pet Peeves

We didn’t get a ton of PR Pet Peeves out of Gary — having worked in both journalism and PR, he understands the give and take of both industries. To Gary, it all comes down to storytelling.

“I want there to be a surprise for the reader on every page,” he says. “If I can give people something on every page, then I think I’ve done what I want to do with the newspaper.”

Gary’s biggest pet peeve, other than sending him pitches that have nothing to do with Lake Oswego, is when your information lacks the actual context he needs to pursue a story. If you’re pitching an event to cover and you leave things out, such as the date (really?!?), Gary won’t be too pleased. Of course, because of his commitment to digging into stories that matter to his audience, he’ll do the research and get the information, but as a PR pro, you should ALWAYS include critical contextual information like that.

Another thing you should note are the paper’s deadline days. Thrown on doorsteps every Thursday, the paper hits the press on Wednesday. This makes Mondays and Tuesdays the big crunch days for the staff, so keep that in mind and give the Lake Oswego Review some time to write your news. Gary did say that he likes phone calls and he’ll give them more attention than the laundry list of press releases he receives via email.

Amy and I really enjoyed our open and positive conversation with Gary — and we’re excited to continue working with this figurehead of local journalism. But we really ought to thank our pal and recent PR Talk guest, Byron Beck, for insisting we speak with Gary.

About the guest: Gary Stein

As editor, Gary is responsible for all facets of production for the largest weekly newspaper in the Pamplin Media Group, from story conception and assignment to writing, editing and design. He supervises a group of six editors, reporters and photographers and works closely with a central design desk as they work to inform, educate and entertain their readers.

Gary is also the public face of The Review, engaging every day with elected officials, business owners, civic leaders and community members to make sure they understand that The Review truly is their community newspaper.

Connect and follow Gary on social media:

Gary Stein
Photo Credit for featured image: REVIEW PHOTO: J. BRIAN MONIHAN - Gary M. Stein, editor of The Lake Oswego Review
Podcast: Rick Turoczy: Our Own Slice of PIE

Podcast: Rick Turoczy: Our Own Slice of PIE

Our Own Slice of PIE: Rick Turoczy

If you run a Portland startup rooted in tech, there’s a pretty good chance Rick Turoczy knows who you are. Rick’s blog, Silicon Florist, has been around for over a decade, and is at the epicenter of the startup bloom in Portland. Amy and I chatted with Rick for an hour in a Pacific Northwest chic conference room inside the co-working space, CENTRL Office’s, eastside location. But our talk with Rick had less to do with his blog and was more focused on his startup accelerator project, Portland Incubator Experiment (PIE). Although this episode of PR Talk digs into the Portland startup scene and PIE’s hand in it, Rick provided us with some great PR tips for small businesses looking to garner media coverage.

What is PIE?

According to Rick, PIE is an ongoing experiment to see how corporations, governments and established entities can work with startups to best suit one another. Rick says that those groups don’t typically speak the same language, so PIE acts as the diplomat between them. Founded eight years ago, the business has changed along the way. What started as a co-working space later transitioned into a consultancy, and most recently, into an accelerator.

As for what PIE’s clientele or member-base looks like, they primarily work with tech companies at the founder level. This means companies that haven’t hired anyone yet, but the ‘honeymoon phase’ is over and they’re realizing they could use mentorship to help move their company forward. However, Rick is excited to report that PIE is starting a new accelerator that focusses on companies with physical products.

Rick also explained the PIE Cookbook to us. Anyone can add to the open-source book of knowledge. He opened it up to everyone because he admits there isn’t one recipe for success. We love the tongue-in-cheek title of the book, but its community knowledge-sharing aspect really has our hearts thumping. 

How does PIE work?

Startups are unpredictable, so Rick will regularly sit down with each to discuss the problems they’re experiencing. Family dinners with all eight startups set the stage for peer-mentorship. Startups experience similar problems at different junctures, so family dinners give everyone a solid opportunity to crowd-source solutions.

First Month: Everyone is working on the actual product or service at this stage, culminating in presentations to the rest of the group, no matter what shape the work is in. Each team gets critiqued on their process, but it’s a great place for the program to start because most of the founders are confident about their product as they’re usually developers who start with this first. So, this provides a gentle handshake into the PIE experience with a lot of positive build-up.

Second Month: Here, the teams work on the actual business. Rick says that founders are least comfortable at this stage. Strap in and get ready to be humbled.

Third Month: This month is all about story. You have the product and business model, but you need to learn how to make a crowd care. At the end of this month, on ‘demo-day,’ each group presents their collective of work. This is the end of the intensive program and from here everyone starts working more independently, with PIE’s resources and mentorship still available.

“We’re an accelerator. If we accelerate their failure, that’s as valuable as accelerating their success because they’re not wasting time on something that’s never going to go anywhere,” Rick says.

After the third month, graduate companies are encouraged to act as mentors for incoming classes by providing resources, making suggestions and generally enforcing the community aspect of the program. 

How do you get in PIE?

Your startup has to pass the thorough application process. PIE uses a rating scale heavily favoring the people in the company over the idea. Rick would clearly rather invest his time and money in a company with an A+ team with a B+ product than a B+ team with an A+ product.

First, you have to tackle a written application with fairly straightforward questions, followed by a more in-depth questionnaire after that, dealing with more substantive market and competition questions. Finally, you’ll meet face-to-face for a process that’s like hiring a job candidate. PIE accepts 400 applications for every cycle — whether it takes one week or one month to go through them!

PIE and a Scoop of PR

Malia Spencer and Mike Rogoway: we hope you listen to this episode because Rick clearly adores the work both of you do. In classic PR Talk guest form, Rick waves a PR warning flag at startups trying to garner coverage: don’t just throw out press releases and expect the PR results to pile up in the publications. Take the time to research who you’re pitching, see exactly what they are writing about and develop relationships with them ahead of time. Even just following them on social, retweeting their stories and productively commenting on stories show that you are interested in their work.

Further, dig deeper into the story you are trying to tell. Unless your company just landed $30 million in funding, a journalist isn’t going to write about you just for the sake of writing about you — they have too many irons in the fire as it is! Instead, take note of some broader market themes and make a substantive comment about it — tell them how your company aligns or goes against that trend.

Here’s a new piece of advice: don’t be afraid to talk about your competition! Rick keenly points out that addressing your competition validates that there is actually a market for your company.

Rick cops that at the beginning of his career in marketing, PR responsibilities often fell into his lap, but it is the first service he would hire out due to the time it takes to build relationships and hone the specific skill-set. PIE does help compile media lists for each startup that fits their industry verticals, though, so something tells us that Rick hasn’t fully kicked PR out of his system just yet.

About the guest: Rick Turoczy

Rick states that he is “More than mildly obsessed with the Portland, Oregon, startup community.” In addition to being cofounder of PIE (Portland Incubator Experiment), he’s the founder of Silicon Florist (blog covering the Portland tech startup and open source community), cofounder & advisor at Oregon Story Board, Cofounder & advisor at TechfestNW and a board member at Oregon Games Organization and Technology Association of Oregon.

Connect and follow Rick on social media:

Helen Raptis
Podcast: Eleni Kehagiaras on Sparking a Community Renaissance with Neighborhood Publications

Podcast: Eleni Kehagiaras on Sparking a Community Renaissance with Neighborhood Publications

If there is one thing you can take away from this episode of PR Talk, it is that Eleni Kehagiaras is a print-first kind of woman. I mean it — her newspapers don’t even have websites. And in a digitally dominated media landscape where publications largely dole out homogenized content, only varying with the “takes” they provide, Eleni has made it her mission to reconnect to local storytellers with community-based businesses.

We don’t want to paint Eleni as someone who refuses to download the latest iPhone upgrade or get sucked into the Facebook wormhole, she just believes in something more. Or maybe she believes in something less — something more minimalist — a belief in stepping back from the information overload of digital platforms and engaging with the community on an intrinsically human level. I said it in the podcast, but I’ll say it here too: we are gasping for air when it comes to positive information, and publications like Eleni’s are our oxygen masks.

Eleni is staunchly addicted to people and connections, so when she heard about the possibility of creating neighborhood publications, she took up arms with N2 Publishing, a franchise-based community publishing conglomerate boasting 800 magazines across the country.

The “Living” Situation

For the past two years, Eleni has acted as sole Publisher for Portland Heights Living and Moreland Living (covering the southeast Portland community of Eastmoreland), and Co-Publisher of Irvington Living and Laurelhurst Living. Keeping in mind that Eleni is the franchise owner of her two magazines, her role as Publisher is much more involved than it sounds. Beyond dealing with logistics and coordination with her parent company (N2 Publishing), Eleni organizes all of the content to bring the magazines together. While N2 handles the printing and distribution of the magazines, it’s clear that the meat and potatoes of the business fall under Eleni’s domain.

Ideal for clients who live or work in Portland Heights or Eastmoreland: Eleni recognizes that placing absolute editorial control on top of her managerial duties would result in a humungous work-load. As a solution, she involves students and members of the community to help out by sending in pictures and guest-written articles for the editorial side, along with business referrals for her advertising space.

Eleni says she is always looking for more content about each neighborhood, so if you have a client who lives or works in Portland Heights or Eastmoreland, send Eleni a pitch. To get your event listed in her publications, you’d better get it to her at least one month ahead, but if you’re a PR professional, you should be well on top of these kinds of deadlines already!

Earned Advertising?

Eleni takes thorough care in selling ad spots to the right businesses. In fact, she actually goes out and meets with neighborhood companies to make sure they do reputable work. She notes that her magazine’s reputation is on the line, so she’ll only advertise ethical businesses worthy of the referral. Eleni has even turned down advertising before because she was skeptical of their practices. If you’ve landed an ad in one of Eleni’s papers, take it as a compliment — you’re providing good service.

Beyond actually selling advertising spots, Eleni told us that she reserves one free ad per month for nonprofits. The nonprofit doesn’t even have to be based in the specific neighborhood, it just needs to have some degree of presence there, so keep that in mind, coverage-happy PR pro’s!

Eleni agrees with us that the “shotgun” advertising approach of getting your company in front of anyone and everyone is overkill. Instead, you should be focusing on targeted, hyper-localized advertising that generate quality leads, converting to meaningful and renewable sales. People don’t want to be told anything from businesses, she says, they want to know something from a business. That is what modern, digital-first advertisers are getting wrong.

“To have a source within your community where you can read and learn about your neighbors, and the businesses in front of you want to build community, it’s a whole different experience.”

Reaching Myriad Audiences in the Digital Age

Eleni takes a risk by being not just print-first, but print-only. She describes the challenge of learning how to put a publication together that suits to the 3, or even 4 different generations living in each neighborhood at one time. Eleni thinks that Millennials will “come around” to publications like hers because we (yeah, I’m one of them) have a natural tendency to want to pick things up. Eleni maintains that the younger children are really engaging with these papers too, due in part to her going into neighborhood schools so kids can partake in article projects.

Again, Eleni isn’t looking to replace digital media and she’s realistic that digital media won’t be going anywhere. Instead, she is looking to fill our nostalgic void for, and desire to return to, the community.

To those interested in getting into publishing, Eleni says that every generation is doing it in specific, different ways — like getting out there and producing blogs, vlogs and websites. Figure out what your comfort zone is and then see how you can most effectively reach people through that medium.

Eleni Kehagiaras has never thought of herself as a journalist. Her practice in writing is scientific and educational, so she admits that she needs another set of eyes on the “colorful, beautiful, fun to read,” articles. In fact, she thinks her papers function much better when she’s not doing the writing. And that’s the great thing about her operation — there are so many people helping out that they truly are community newspapers.

About the guest: Eleni Kehagiaras

Eleni Kehagiaras is Publisher of Portland Heights Living and Moreland Living Magazines, and Co-Publisher of Irvington Living and Laurelhurst Living Magazines. She holds degrees in Biology and Psychology from Portland State University. Eleni enjoyed a long and successful career in the health and fitness industry while also hosting a live daily radio show on health topics, during which time she was named one of the “Top Health Experts” to follow on Twitter by the Huffington Post. She is also Chair of Cardinal Families Health Action Network at Lincoln High School.

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Eleni Kehagiaras