Yesterday during a meeting with my manager, he randomly asked me what are some of my favorite parts of PR. While media relations is always top of mind, pitching broadcast randomly blurted out of my mouth. Once and a while I’m tasked with pitching local or national broadcast either for an event or initiative that warrants a camera crew. Ever so often I’ve had great success while pitching broadcast but those new to pitching need to know that it’s very different than pitching your regular magazines and online outlets.

• Pitch the assignment desk. Unless you find a reporter that is PERFECT for your story, send your note to the assignment editor.
• Be very upfront. Include in your pitch that looking to see if there’s a reporter available to cover your event or story.
• Have a spokesperson available. Whether it’s representative from the company or an expert.
• Remember that broadcast is all about the visuals. What you’re pitching needs to be visually appealing.
• Refer to past segments. “I saw you recently covered X and thought you might be interested in X.”
• Make sure you’re providing the who, what, when and where. Details are extremely important because of the limited time frame.
• Local has little lead time. If pitching an event to local broadcast, send them the media alert one or two days ahead of time. Local stations figure out what it will air usually the day of, unlike magazine and online portals that request information months ahead of time. The assignment editor will know the day of the event if they have a reporter available. Note that national broadcast has a much longer lead time (two to three weeks).
• Follow up on the phone. Several times. So many PR professionals are reluctant to pick up the phone, but it’s truly the only way I’ve ever landed a broadcast segment. I didn’t call once or twice. I would call four to five times on average. Talk to the assignment editor until you get the decline.
• Pitch several stations at once. Don’t limit yourself to one station. Most likely you will get one or two declines, but you have plenty others that may bite.
• When pitching national broadcast, develop the segment idea. Don’t just pitch your product/service. You don’t need to have every detail ironed out, but come up with the title of the segment and how your product/service fits in. In some instances, even include what other non-competitive products could be featured in the segment – even if it’s not your client.

Landing a successful broadcast segment for your clients is extremely rewarding. What is your favorite type of media to pitch?

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A colleague of mine recently asked me what are my top 5 tips for students graduating college. If you frequently read the blog, you know that we have many articles that offer advice for soon-to-be grads. Pulling together the top 5 wasn’t easy. Should you be graduating in May, you’re most likely starting to apply for full-time positions. Here are my top 5 tips to take into consideration as you’re applying and interviewing.

• After graduation, you will most likely have to pursue another internship. Yes, another! Look for an internship that’s paid and could potentially lead to a full-time job. This is your opportunity to find an area of PR you’re truly interested in.
• Network with anyone and everyone. Take advantage of your peers and social networks (Facebook, LinkedIn). Get in touch with those in the PR industry and don’t be afraid to ask for any job leads, informational interviews or advice.
• Make sure your cover letter is short, concise and free of spelling errors. Do not send any “To Whom It May Concern” attachments. Find the most appropriate contact at each company and address them properly.
• Do your research before every interview. Make sure you know about the company you’re interviewing for – current and former clients, recent award wins, etc.
• Think of questions to ask your interviewer ahead of time. Never say that you don’t have any questions at the end of an interview – you may come off as uninterested.

Are you graduating in May? What questions/concerns do you have?

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One social tactic that’s become an integral part of campaigns is hosting a Twitter party. Whether it’s the launch of a new product or a partnership with a spokesperson, Twitter parties are a great way to generate some social buzz and gain a new following.

If you’re unsure of what a Twitter party is, it’s a designated time (usually an hour) where people join in on a conversation about a topic. Both M and I have planned and hosted several Twitter chats for our clients (plus we host them on our own). Along the way, we’ve noted a few pointers you should also take into consideration the next time your asked to plan one.

• Select a topic for the Twitter party that will be relevant for your audience. If you’re promoting a product, don’t make it about your product – generalize the topic and mention your product organically throughout.
• Draft a script with questions ahead of time. Don’t forget to make sure each tweet is 140 characters or less. Have back up questions just in case.
• Confirm who will be tweeting from your clients Twitter handle during the party.
• Promote the Twitter party across all other social media channels.
• Keep track of your clients Twitter followers before and after the party.
• Designate an easy to remember, short hashtag. Sometimes the name of a product or brand will be too long.
• Host alongside an social media savvy influencer with a large Twitter following to draw new followers. They can answer any questions your client proposes and vice versa. It’s usually easiest if you set up a conference line with the influencer so you can be talking during the Twitter party as well.
• Use an outside Twitter application, like Tweetdeck, to receive tweets in real time. Have a column with your clients tweets and the tweets that use the hashtag.
• Set the parameters for the Twitter Party before you start. Are you requesting participants tweet using your clients Twitter handle plus the hashtag? Or just the hashtag?
• Ask your team members to join in. Just make sure they’re transparent.
• Try to engage with as many participants as you can. Show that your client appreciates them joining in!
• Consider hosting a giveaway within your Twitter party attract an audience. Just make sure you’ll be able to post the rules of the giveaway either on your clients webpage or elsewhere so you don’t run into any legal issues.

Any tips for how to host a Twitter party for your clients?

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While I’ve planned several editor events in the past, this month I was tasked with pulling together a day of editor desksides in New York. What are editor desksides? If you’re unsure, it’s a quick meeting, around 15 to 25 minutes, face-to-face with an editor either at their office or another public place. During the meeting, you or your client gives the editor a brief presentation of your product or service in hopes for editorial coverage. Aka the ultimate PR placement.

As mentioned, this is the first full day of editor desksides I planned by myself. While a day full of these meetings sounds overwhelming, it’s actually really exciting and an awesome opportunity to build relationships with editors. I took some tips from my colleagues and M (of course) which helped with planning.

• Before reaching out to editors, pull their office addresses.
• Try your hardest to book editors in the same building back to back.
• Have your key messages down pat. While 20 minute sounds like a long time, it might not be enough to present all of your products/services.
• Be prepared for any potential questions the editor may ask you.
• Develop a strategy based on each publication’s audience. A presentation to Shape magazine will be very different from a presentation to Parents.
• Confirm each appointment the day before.
• Don’t forget to ask for insight into what they’re currently working on and have lined up for the rest of the year.
• Leave something behind. A bag full of products, a hard drive with press materials, anything tangible they can use after the meeting.
• Follow-up thanking them for their time and ask any questions about potential media coverage.

Any tips for planning desksides? Wish me luck!

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Whether you’re looking for your first job out of school or an internship for the summer, interview season is now upon us.  The last six weeks of school before the summer is an intimidating time… you want to crunch in as much fun as you can in the last weeks but know it’s time to get serious about the job hunt.  If you’ve done your due diligence, you may already have some interviews lined up and a couple of dream companies you’re waiting to call.  Maybe you’re just starting your search now and looking into your alumni network for support.  Either way, the next couple months are going to be exciting and incredibly nerve-wracking.

I remember my first phone calls into companies for internship inquiries.  I was so nervous and unsure about protocol, I addressed everyone as “Mr.” or “Miss.”  I would lock myself into a closet so I would have zero background noise from my family or roommates while making calls or conducting phone interviews.  My first couple interviews were worse. I would arrive sweating like a pig from walking avenues and blocks, and completely uncoordinated in my too-high-heels.  These conversations and meetings felt like life or death in the beginning.  I wish I had someone around to tell me just a couple of easy ways to stay on top of my interviews and overcome the ever-present interview jitters:

Be well prepared – The best possible tool for overcoming nerves. This not only means your elevator speech and information on the company you’re interviewing for, but also questions to ask at the end of the interview. Keep the conversation flowing and be well versed about your desired position and the qualities you can bring to the company. It feels like bragging, but you’re just pitching yourself! PR 101, my friends

Smile – I have held way too many interviews where the candidate looked like I was holding her captive.  I wanted to believe that she wanted the job, but it was hard when she grimaced after I asked every question.  Be sure to breathe and to smile. You are having a conversation, not held hostage in an interrogation

Get rid of any distractions – That means dress appropriately, don’t wear any jewelry you may play with, give yourself enough time for a longer interview and listen. If you find your mind wandering during an interview, bring your brain back to the conversation and try to find a question with each answer the interviewer gives.  Think of this as a dialogue. Is there something you noticed in the lobby you have a question about? Did they mention a new client you didn’t know they had? Be present!

Have a dose of confidence – Wear your favorite necklace, listen to your favorite song in the way into the office, or call a friend just before. Make sure you feel like your best self before walking in

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