A Modern PR Interview with Amy Rosenberg [Podcast]

by Mike Rosenberg | Mar 10, 2021 | Book, Podcast, Public Relations

A Modern PR Interview

Author Amy Rosenberg provides insight into her new book.

In this episode of the PR Talk Podcast, I get to be the host and interview Amy about her new book A Modern Guide to Public Relations. Listen now to hear about:

Maximize everything

There are opportunities to “do all the things.” This means going above and beyond what is directly in front of you and to think about the details (e.g. how you label and title your photos to help the press or help with your SEO). Another example is if you are going to write social copy, don’t just write the same thing for every platform you are on, customize them for maximum effect on each channel. And when you get a PR hit, don’t just give yourself a high-five, think about what to do after you get press.

Perfection is the enemy

Perfectionism can seem like a great attribute from the outside, but it really isn’t good as we need to have balance. Being able to stop before perfect and knowing when good enough is, well good enough as nothing is ever perfect. Perfectionism is a wonderful crutch for procrastination.

The “PR Mindset”

Amy talks about the PR Mindset and how it can set you up in any career. The PR Mindset comes from being an optimist and a maximizer. Key PR ways of doing things including being organized, having tenacity, taking your work with you wherever you go (Amy mentions work/life flow or meld which we may talk about in a future episode) and that you follow the news (meaning you know what is going on in the world) and then you can truly operate from gut instinct.

Living the PR Lifestyle

The PR Lifestyle includes ethics, teamwork, cooperation with competitors and maintaining connections. It is also taking our work with us, in a good way, meaning we can solve issues or have great brainstorms in the shower and on the road. It is really understanding your business and industry so you can get to the point of knowing what to do on gut instinct. It is writing and reading. PR has a lot of writing and you can’t write if you don’t read. This means reading every day, and scrolling through Instagram and Twitter don’t count. You have to pick up a book (or other reading device).

Additionally, I share a couple of my favorite quotes from the book, including:

Your phone ringing off the hook with calls from PR people — college-educated telemarketers in disguise — a couple hundred times a day

Amy is expressing empathy for the members of the media that are on the receiving end of the (hopefully) well-intended pitch from a (potentially) overly-aggressive PR. A bit tongue-in-cheek of course.

If doing all the work without any of the glory leaves you feeling like a slighted Cinderella step-sister, welcome to PR.

It’s not all bells and balls, as Amy shared in another recent post that “Public Relations Isn’t Just for Red Carpets.”

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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.

Public Relations Isn’t Just for Red Carpets

by Amy Rosenberg | Mar 3, 2021 | Posts, Public Relations

Public Relations Isn’t Just for Red Carpets

To many, the idea of public relations, or PR, implies celebrities, fancy red carpets, glossy magazine spreads and hotel room press junkets. Or it’s the cynical hired gun who swings into action to manipulate public opinion after someone important was caught cheating on their wife, cheating on their taxes or cheating their constituents. Within this framework, PR is all about spinning lies into truth and vice versa. While those negative perceptions certainly have some basis in reality, most PR professionals are ethical, rational and strategic thinkers who are assets to their clients. It’s almost as if…wait for it…public relations could use a little PR of its own.

What is PR?

Even business leaders who know that PR is about more than bragging or covering up problems may view PR as a luxury they can’t afford — particularly if they already have a marketing strategy in place. But in truth, a solid PR strategy is a crucial component of any businesses’ broader sales and marketing efforts.

PR is a separate discipline that reaches out to audiences in different ways than marketing. It’s also flexible enough to shift messaging and audiences depending on the targeted industry. If you’re only activating a marketing strategy, you’re likely missing out on critical opportunities PR could uncover. And when you maximize PR with other disciplines, PR can become the driving force in your growth efforts through collaboration, asset sharing, and coordination.

PR in Practice

Most PR activities are far removed from the glitz and glamour of Hollywood. In fact, PR is pretty dull. When a program’s primary goal is to obtain media coverage, PR professionals tell the news, just like reporters do. To develop those stories, we build systems that collect facts and uncover themes. These systems are always running in the background, ready to provide helpful information when it’s needed most. But PR also works for companies in other essential ways.

It’s Proactive

When it’s done well, PR builds a trail of goodwill and puts a human face on your company. That way, in the event the press or public ever checks you out, or, god forbid, something does go wrong, there are assets available that can work for your organization. A functioning PR program creates systems to leverage opportunities or deal with emergencies. Without them, you could be caught flat-footed.

It Builds Your Public Brand

Your organization is probably already doing dozens of amazing things every day that the press and public would be interested to hear about. However, it’s hard for organizations to understand how great they are when they’re in the middle of doing the work. PR provides an outsider’s point of view and a fresh set of eyes with practice identifying story ideas. With these assets in place, you can begin telling your story to your audiences and build a brand that’s distinct from what you’re selling. As we like to say at Veracity: if you’re doing something unique, and nobody knows, then did it ever really happen?

It Adds Credibility

Nothing makes a company feel substantial like an established history of media coverage. Passing that newsworthiness test adds a level of credibility that self-promotion just can’t match. Savvy companies harness PR-generated news coverage to connect with distinct audiences in varying ways. For instance, sales representatives can use a piece of PR content as an effective follow-up tool. Founders who may be eyeing a future sale will find their businesses more attractive with a couple of years of media backing in place. Media coverage also sends a powerful message to current employees and potential recruits that what you’re doing is getting noticed.

It Improves Employee Retention and Recruitment

Not only will PR help build your brand and credibility with your neighbors, customers and other external audiences, but it can also improve your reputation with the most valuable stakeholders of all: your employees. Positive media coverage provides external validation, builds company pride, and makes your employees feel like their work matters. This same coverage will also have a positive effect on potential new employees. Finding good talent is difficult in the northwest, and positive press coverage can help you break through to new audiences.

PR in Practice

More Thought than Flash

Underlying all these benefits is a coherent strategy that matches effort and assets with the opportunities that will reach the right audience. Real-world PR professionals aren’t interested in coverage that vanishes with the pop of a camera flashbulb. Instead, we want to build a lasting story around your company, employees, products, services and customers. Taken together, these stories form the backing of public perception and sentiment that will last for years. When you look at it in that way, PR is much more of a necessity than a luxury.

Featured Image of courtesy of jdeeringdavis via Creative Commons 2.0

A Public Relations Dictionary

by Amy Rosenberg | Jan 20, 2021 | Book, Posts, Public Relations, Resources

Jargon, Slang, Vernacular, Lingo, Definitions…whatever you want to call it

In any industry there are special words, expressions and phrases that are used within it. Many of these words have particular meanings that may be difficult for outsiders to understand. While writing “A Modern Guide to Public Relations” I created a dictionary. However, it ended up being too cumbersome to use in the book but we still thought it would be fun to share it with you!

Orphans: Singular words on a paragraph line. Similarly “widows” are a singular word at the top of a page. You want to avoid both. They are solo words from a first line that travel over onto a new line to sit all by their lonesome.

An Orphan example: Wait for it. It is coming. I know you are impatient but you must bear with me.

Beat: The particular area of interest a reporter covers for an outlet. Examples could be as broad as health, businesses and lifestyle; or lean toward such minutiae as the cannabis industry, dog-friendly activities and aerospace mechanics.

B-Roll: Secondary (hence B) video footage that can be sent and used by media to accompany a story.

Community Rags: Another name for local or community newspapers.

Copy: Words.

Drop-dead: This is your last-minute deadline, like really really this is the deadline, no, it really is, like your chances really will end, I am not kidding around, seriously dudes.

Earned Media: Media coverage that is not bought. PR coverage is often called earned media because you cannot buy it, you have to “earn” it through hard work or reputation, therefore it has more credibility.

Morning meeting: The most important thing to know about TV. Explained in the book.

Op-Ed: Short for “opposite the editorial page,” as these opinion pieces are usually printed on the opposite page of the editorial section where newspaper editors rant about issues.

Owned Media: Media that you produce yourself, so you own it. Blog posts, videos, podcasts, magazines and even entire online media rooms are examples of owned media.

Paid Media: Advertising or any other form of media that is purchased. TV spots, billboards, paid contributed articles, advertorials, Google ads, social media ads are all types of paid media.

Persona: Your target, whether it is press or your ultimate audience like a consumer or business decision-maker. It’s the person you mockup in your head via brainstorming or research that you ultimately need to sway. The term is mainly used in content marketing social media circles.

Police Scanner: A tool the media uses to listen in on conversations among local police so they can also be aware of emergencies. However, now they typically rely on Twitter for this.

PSA: Public Service Announcement.

Put the issue to bed: You’re done. The issue has gone off to the printer. No, they can’t get your pitch in now no matter how much you toss your hair and bat your eyes.

Rolodex

Rolodex: An ancient form of contact management, depicted as a manual card catalog of contacts.

Sound-bite: Quick, important bit of words that your press representative says, typically used for radio and television.

Spot: This is an old-school advertising term that means commercial. Many accidentally use the word in reference to earned media TV segments garnered without paying the outlet — unknowingly belittling the accomplishment. Anyone can get a “spot” with a little money.

Talking heads: People who are just talking in an interview on TV or at an event. Listening to someone drone on and on is typically boring for press — and many of us — hence the negative connotation of “talking heads.”

Voice Over: When a media member provides comment to accompany on-air photo or video footage.

The Wire: The Wire is like a PR distribution service, but for journalists. Stories that run on wires like the Associated Press (AP) or Reuters are syndicated — meaning a media outlet can republish one of the syndicated stories rather than assigning a reporter to cover it.

Since today we finally submitted the “A Modern Guide to Public Relations” to Amazon — we thought that taking this huge step and leap of faith today, January 20th, the date that everyone has been waiting for, would be very meaningful to us — I am tired.

However, odd sayings and definitions abound in PR and by now I am mentally unable to rewrite what is already in the book. Therefore, if you have further questions about additional gems like: ghostwriting, bylined articles, SEO PR, and everything else under the traditional and digital PR umbrella, the book should be available on Amazon in a few days. Yay.

Habit Change [Podcast]

by Amy Rosenberg | Jan 10, 2020 | Podcast, Public Relations

Tricking Ourselves Into Doing Our New Year’s Resolutions

We Uncover Our Personal Tendencies from Gretchen Rubin’s Habit Change Quiz

Already broke your New Year’s resolution? If so you might fall into one of these tendencies discussed in Gretchen Rubin’s habit books: the Questioner (who’s questioning the point of the resolution), the Rebel (who’s always rebelled against resolutions), or the Obliger (who’s Rebel friend didn’t show up for the New Years commitment they made together). If you’re still going strong with your New Year’s resolution, damn you, you annoying Upholder.

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With it being the start of a New Year, Mike and I thought it was apropos to dig into this topic, taking advantage of the deliciously blank slate a new decade brings. New commitments, new habits, new ideas. I know you all have them! But rather than throwing around huge resolutions that were made to be broken, we’re learning about our personality types in order to turn our resolutions into actual habits.

Rubin’s research outlined in the books “The Four Tendencies” or “Better Than Before,” suggests there are four tendencies everyone in the planet falls into when trying to create a habit.

A quick eight-question quiz will tell you what your main tendency is.

In this PR Talk episode, Mike and I uncover our own tendencies, discussing how they relate to each other, while also touching on the other tendencies and how each might approach PR.

Here’s a cheat-sheet, or my own humorous interpretation, of each tendency.

Upholder

They will do what they say they’re going to do no matter what, even if they only made a promise to themself. This is what I thought Mike was, listen to hear how wrong I was!

Obliger

They need external motivation in the form of people expecting something from them. So they need to meet a friend to workout because they won’t leave that friend hanging. They imagine the client waiting for the document to get it done.

Rebel

They just can’t do anything! Can’t keep external or internal expectations. Many of them can be successful creatives or entrepreneurs if they have an Upholder or Obliger staff/partner.

Questioner

They have to ask why and if they like the answer, they will do it. If not, they will move on. They are independent, don’t care what others are expecting or thinking, but they probably spend a lot of time ruminating.

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.

Work/Life Balance [Podcast]

by Mike Rosenberg | Jul 25, 2019 | Podcast, Public Relations

Work/Life Balance

Work/life balance is a popular topic for all industries and job-types. Amy and Mike talk about how they strive to strike the right ratio and provide tips for listeners on the PR Talk Podcast.

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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.

Forget Your Story [Podcast]

by Amy Rosenberg | Jun 12, 2019 | Book, Podcast, Public Relations

We Challenge You to “Forget Your Story”

Wait, what?!? If you’ve come up in the PR world like me, the idea of “the story” has been ingrained into you from before the time you picked up your first AP Style Guide. In fact, it is so pervasive that Mike pointed out our website has “What’s Your Story” written all over it. I must have written that unoriginal website copy in a stint of boredom before launching into a book in which the second chapter is titled “Forget Your Story.”

In this episode of PR Talk, Mike and I talk about what it means to “Forget Your Story.” Mike was a bit flabbergasted by this concept at first, wondering how marketers can do anything without story-telling, which is the foundation of the human language.

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I’m not suggesting people completely forget who they are and stop honing their stories. This bold statement is meant to light a fire under people who can get too hung up on the stories before getting any real work done. For me, the classic media relations style of PR is about getting results. I can create the prettiest press kit, have the best connections and manufacture the slickest “story” but if I’m not getting any press coverage (results), then what is the point to all that hustle?

Instead of doing all that busy-work first, I’m offering a new way that literally approaches things backwards — providing the instant gratification of immediate results. Just forget your story right now while you get your first nuggets of press coverage. Trying to uncover your story’s nuances before getting started can waste a lot of time. While I do love me some time-wasting, I cannot handle missed opportunities.

In this episode, I come to realize that this book is about doing. I am trying to get heads out of clouds and into action. The book — and accompanying PR Talk episodes — will walk you through how to get media coverage first and foremost. Along the way we might stumble upon your story if you can’t wait until the end when we do close with “Figuring Out Your Story.”

In order to get started, we challenge listeners to write down what is new in their organization. This is the beginning of your list of press release ideas. This is very different than a list of random ideas. I will say it again. Just list out what is new/happening in your organization. This will be converted into your press release list and possibly it’s the beginning of a PR timeline.

Just because I mention a press release list, you must not skip ahead to the section where I list the press release topics (this is a list I am working on of topics the press will actually cover because there’s no point to a press release if the press doesn’t pick it up).

If you are trying to be an A student (I see you. I know you. I am you.) and only want to include good things that the press might cover in your list, the best way to know what types of things the news might cover is to actually consume the news. My challenge for the A students is to set a time to consume news every day and……do it!!!…..For the rest of this working week….and then on Monday you can create the list of new things that are happening in your organization.

Until next time.

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.