Be Your Own News Station

Social media is a fantastic tool.

And if you have news you believe a reporter would be interested in, you should definitely already be sharing it via your social media outlets.

We talk a lot about social media here -- how it works with traditional media, the elements that mirror traditional media and more.

Here are three ways you should be promoting your news via social media:

• Post a press release on your website. I love press releases. They're little snippets of history for your business or organization. Win a big award? Hire someone for a special position? Even if the media doesn't exactly care, you should share the news with people on your own.
• Record a video, post in on Youtube. Commemorate your own event. Make sure that the filming is smooth and edited and share it via your Facebook page, Twitter and LinkedIn.
• Post pics on Tumblr or Instagram. If your business or organization is more photo-oriented, a pic speaks a thousands words.

The moral of the story? You don't always have to rely on traditional media to get the word out.

Bridgette Outten is a journalist and media relations consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

3 Tips to Get a Reporter to Open Your Email

When it comes to pitching your news, it may come as a surprise that half the battle is getting the reporter to simply read your email.

You're sure that you have a great story, great facts, great everything. But if you don't make the email stand out in the massive amounts of messages that typically hit a reporter's inbox, that reporter will never know how great of a story you have.

Here are a few tips to increase your chances of the reporter even opening your email.

• Have a catchy subject line. This is the first thing a reporter sees. Don't make it too long or gimmicky.
• Don't send an attachment. Nobody trusts attachments any more...too many places for creepy viruses and spam to hide. In some cases, attachments don't even make it past the reporter's spam folder. Copy and paste your release within the text of the email.
• Call the reporter to let them know the email will be or has been sent. A follow-up definitely helps because if the reporter likes what you have to say in your message, they'll be sure to look for your email as well.

The moral of the story? A reporter won't know about your epic story if you can't engage them from the very first time you make contact with them.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

Five Ways to Handle A Mistake in Your Story

Your story is finally published or has made it on the air.

This is your moment of shining glory. Except.

The reporter made a mistake. So...now what? Do nothing and hope no one heard? Call the reporter and give them a piece of your mind?

The answer, quite simply, is neither option.

We've talked about how you can help reporters avoid mistakes before but let's talk damage control after it actually happens. Proceed with caution, though, because you should use these tips if there is an actual error or facts are misconstrued; NOT just because you didn't like how your quotes sounded.

1. Don't panic. It's not the end of the world. Assess the severity of the error and how it may impact your business or organization going forward. Make sure you calm done before you proceed to the next step, which is...
2. Contact the reporter. Be civil. Make sure you are able to articulate exactly what the error was and the subsequent correction or distinction you believe should be made.
3. Ask what your options are. Some publications or outlets will publish/air a retraction or correction, depending on the error. If you believe the reporter simply misunderstood or took a quote out of context, ask if you can write a letter to the editor explaining the issue. If it's broadcast, ask if they will consider a brief phone call to let you clear things up. 
4. Clarify on your website or social media. Worst case scenario, the outlets don't see an issue. You still have your own ways to publicize your stance. You may still share the link to the story, but with an addendum that says you want to clarify, correct or add to a certain point. Also, if it's a common misconception, you may want to take the opportunity to rephrase a certain point for your organization or business and invite feedback and discussion via Facebook or Twitter. Perhaps this is an image issue that you didn't even realize you had.
5. Don't bash the reporter. Try to remember that it isn't personal and everyone has a job to do. Even if you and the media outlet don't see eye to eye on the higher, take the higher road and don't burn bridges.

The moral of the story? Mistakes and misunderstandings happen. Respond to them and use them to make your next interview even better.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

Does Your Name Reflect What You Do?

You have an idea for a nonprofit or a business. It's inspired, it's divine.

So you name your organization, Sunshine for Life Corp.

That's beautiful. But what does it mean? And what does it say about what you do?

The reason why we're focusing on names today is because the name of your organization is the first thing a reporter -- or potential customer -- will see about you. Your name should either tell what you do or inspire some sort of curiosity where people will ask about what you do. It shouldn't flat out leave people confused.

If you do name your organization Sunshine for Life Corp., make sure you include a little tagline that says, "Health and Wellness Consulting/Personal Training." You need to include these details for a few reasons:

• It helps your search optimization. If a reporter is looking for someone to comment on health and training in your city, that's what they may Google to find contacts. If all you have on your site is "Sunshine for Life," who will find you without the specific name of your business?
• It helps people understand right off the bat what you do. With a name like Sunshine for Life Corp., you may get calls about generating solar energy. Make it clear what services you offer.
• It gives you a professional and expert touch.  If a reporter is looking for expert information, they are more likely to go with the organization that gives off an expert vibe, if you will. If they are looking for statistics on health and wellness in their area, Sunshine for Life Corp. may not necessarily convey that the organization has that information available. However, Sunshine for Life Health and Wellness is good. And Sunshine for Life Center for Health and Wellness is even better.

The moral of the story? Consider not just how the name you choose makes you feel and the meaning it has for you, but also how it presents your expertise to reporters -- and potential clients and customers -- looking for you.

Bridgette Outten is a journalist and media relations consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

The Winding Road to Publicity

When I entered the world of consulting, I had to learn differences in terms that people would use interchangeably.

However, I should let you know that public relations, publicity and media relations have differences (because I had to learn this, too)...some subtle, but differences nonetheless. But knowing the differences will also help you learn what you want -- and what you're asking for -- when it's time to consider hiring help.

So, here we go with some basic definitions.

• According to Publicity Insider, publicity is: "is the simple act of making a suggestion to a journalist that leads to the inclusion of a company or product in a story." Note here that we call that suggestion "a pitch."
  
Publicity Insider goes on to say that public relations is "a broader field that encompasses publicity, but also includes such things as investor relations, crisis communications, special events and sponsorships, and other activities designed to mold opinion." Pause. So here we see that PR doesn't just include news; it includes outreach to potential customers and partners.


• Just for kicks, let's talk about media relations, too. BusinessDictionary.comsays media relations includes "linkages with the media personalities and resources that facilitate an organization in getting a favorable, timely, and widespread editorial coverage."
  
  The moral of the story? All of these industries are intertwined but know whether you need a publicist, strictly for news, or a PR pro or help with forming relationships with journalists. To go anywhere with your media coverage, you first have to set the destination -- and enlist the help of the right tour guides.

Bridgette Outten is a journalist and media relations consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

Make It Short and Sweet

It's no secret that I'm not a former reporter who has moved into publicity/PR consulting...I am very much still an active journalist. I consider that a bonus for my clients because I still very much have my finger on the pulse of the industry -- which is important when we consider how we can get their news in the news.

Currently, I cover criminal court cases and I was reporting on a case recently where many media outlets were getting the charges against one woman wrong. Just as an example, let's just say the charge was forgetting to take out the garbage (which by the way, if that were a crime, I would be in so much trouble, but imagine with me here).

However, reporters and editors often have to shorten things and summarize them to either make them more understandable for their audiences or simply to make room for them in their headlines.

So, even though the charge was forgetting to take out the garbage, let's just say the reporters wrote something like "charged with keeping trash." Why? It's shorter, it gets to the point and let's face it: it packs a little more punch.

Keep in mind that's a journalist job in many cases: shorten, sweeten it and pack a little more punch. We have talked about not using too much jargon in another post and now we're just going a step further. If you have something long or complicated to include or explain in your story, consider these tips to avoid getting an abbreviation that you would rather not have:

• Give them the full statement regarding the facts you're speaking about, but offer a comparison to make it easier to understand. Say, "Well, it's a molecular sweeper of miniscule particles, but it's like a miniature vacuum." Then your headline becomes "Guy Invents Mini-Vac" and it's not wrong.
• Reiterate if there is a common mistake made with the facts. Say, "People actually commonly mistake the molecular sweeper as a high powered broom, but it's more of a vaccum."
• Be ready to offer an official abbreviation or nickname if there is one for your story. Don't leave it up to the reporter to shorten it if you can help it.

The moral of the story? Shortening and summarizing is a vital part of a reporter's job. They will thank you if you can assist with that.

Bridgette Outten is a journalist and media relations consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

It Takes More Than An Idea

A lot of people have great ideas.

What separates you from the person with just another great idea is that you have set the work in motion to make it happen. When you have at least started the work, that's when you should contact a reporter.

No journalist wants to do a story on someone who turns out to just be a talker. The one with the grand ideas and declarations, but nothing to actually show for it. If you're wondering about the timing of sending out your pitch or press release, here are some things to keep in mind:

• Documentation -- Have you actually filed the paperwork to start your nonprofit? Is there a board of directors in place or a website? Find something tangible lends you credibility that you are doing what you say you are doing.
• Your team -- Is there a least one other person who can vouch for you? Someone who is willing to step up and say they are on board with what you are doing? Make sure that person is available to talk to the reporter too. Again, this speaks to credibility if other people are willing to publicly support what you are doing.
• Your message -- Are YOU sure about what it is you're doing? If you cannot clearly articulate the goal of your business, organization or event, perhaps you are not ready for news coverage.

Bridgette Outten is a journalist and media relations consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

Say It in English

For those of us in professions where we routinely speak jargonese, it may cause a slight bubble of joy to explain whatever project is currently in the works.

But if no one outside your industry can understand what you mean, they are not feeling joy. In fact, as their eyes glaze over either in utter confusion or boredom, they may actually be in pain.

Though your knowledge of your industry and work may be impressive, save all the technical stuff for your next board meeting. When explaining your highly technical or complicated project to a reporter for a story, bottom line it.

What is special about it? How will it help people? What can you compare it to? I got this tip from a technology meeting I went to a few weeks ago that I thought would help as a pitch as well: "It's like ________ for  ________."  I.e., "It's like a file cabinet for your wallet." Isn't that much easier than saying, "It's a mini-organizer made for compartmentalizing your smaller items when you're in motion and have yet to experience the principles of inertia?"

The moral of the story? Consider that most of the time, your audience is not going to be in the same industry you are in. Make it plain. Say it in English. 


Bridgette Outten is a journalist and media relations consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

A New Spin On An Old Favorite

When it comes to news, sometimes the topics covered aren't all that new.

What I mean is: think about all the events, holidays, etc. that happen every year and they always get coverage. No reporter is going to stand up one Dec. 25 and say, "NO! I refuse to cover Christmas this year!" and stomp away.

Because these recurring events, holidays and the like are necessary to news coverage, reporters and editors are constantly trying to find a unique element to highlight. So, yes, it's yet ANOTHER Christmas play but this year, there are live animals in the manger from a local barnyard rescue mission. Awesome, right?

So when you consider pitching a not-so-new event, consider:

• What's unique or different about it this time?
• How is that difference going to affect the reporter's audience?
• Can you visually show any difference?

The moral of the story? There's absolutely nothing wrong with a new spin on an old favorite. When you're creating your media plan, take note of those dependable newsy things and figure out how you can offer a unique angle on them.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc.  Her background is in print journalism and she has written hundreds of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how they can get media attention for their programs and efforts. Meanwhile, she blogs on all things journalism.

Know When to Fold 'Em

Everyone has that one reporter that is impossible to contact. This person is so elusive that reaching out to them is like trying to catch the wind. So close, yet so far.

It may not be that this reporter talks to everyone on the planer except for, so don't take it personally. They may just legitimately be busy. If you have contacted this reporter several times by phone, email and/or smoke signal to no avail, it may be time to give it up.

I'm not suggesting that you don't pitch to the reporter anymore; I'm saying that instead of trying to get the one-on-one that is escaping you, just add them to your email list and continue to send great pitches and/or releases their way.

The moral of the story? Put your information out there concisely and consistently, but don't make yourself a pest. When something interests them, they will call. 

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism. 

Social Media Trends Can Influence the News

By now, you know that Facebook, Twitter, Youtube and other social media outlets can dominate the news just as well as anything.

And if you pay attention, you just may be able to get on that bandwagon by pitching something related.

For example, over the last few weeks, I've been seeing more reporter queries about Pinterest. How are people using it? Are wedding planners using it? Job seekers?

The moral of the story? Remember to keep an eye on trends that you can use to pitch your own story. Reporters are also looking for some new angle to cover.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

Being Friendly Goes a Long Way

Though we live in a world where everyone wants everything yesterday, keep in mind that being patient and polite when it comes to handling a reporter still goes a long way.

When you call the newsroom, a simple "hello" is a good thing to say before you start rattling off how someone can help you. You don't have to engage them in a full-on conversation -- after all, they are busy -- but you can at least give a friendly greeting. Say "thank you" when they give you the information you need.

The moral of the story: reporters and editors are more likely to want to deal with you again if their memories of you are tainted with rudeness. And no one wants to reunite with a nasty attitude.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

How to Decide Where to Pitch

I once said that to figure out what reporters want, you should watch the news.

In a similar fashion, you should also do research when deciding where to pitch to media outlets other than general news.

What does that mean? We're talking about your industry magazines, your trade publications or whatever else you read, watch or click where you see a story and you say to yourself, "I can talk about that" or "I can do/have done that."

The moral of the story? No random pitching. Each press release and contact you send it to should have a purpose.

Knowing When to Grab a Publicity Opportunity

Blue Ivy Events is enjoying unexpected residual publicity
from sharing a name with the newborn of Jay Z and Beyonce.

Before this week, how many people could say they had heard of a Boston small business -- an event planning company called Blue Ivy?

Now the whole country -- and dare we say, the world -- has exposure to the company because it happens to share its name with the already ultra-famous kid of Beyonce and Jay Z.

So what did the owner Veronica Alexandra do to ride this unexpected media gem as far as it can go? In addition to explaining how she came up with the unique name (the media is having a field day trying to figure out how  Bey and Jay did for their new bundle of joy) she is also taking full advantage.

Huffington Post reports: "... Alexandra's business name has been dethroned in Google searches by the power couple's baby. She is now working the 'if you can't beat them, join them' approach -- she has done whirlwind media appearances, posted a banner on her website that says 'CONGRATS to our SOUL MATE Couple with Baby Blue Ivy!' posted messages on her Facebook and tweeted 'event planning company came first ... Beyonce 2nd ...' and 'Beyonce's daughter just validated how artistic we care to be. Love IT!'"

Great way to recognize a publicity opportunity. The moral of the story? Keep an eye on what celebs are naming their kids. 

Note: I have to thank my buddies over at Complete Concepts Consulting, Inc. for the inspiration of this post.


Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc.With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

There's a Time to Look the Part

I once wrote a story about an adorable woman and her equally adorable great-grandson about how she was raising him after his mother could no longer care for him.

We spoke for hours about a typical day and scheduled a time to come back and take photos for the story.

When we showed up for the photos, my adorable grandmother was decked out in her Sunday best, with her hair in spectacular curls and heels -- to cook with her grandson and push him on a swing.

Notice anything a little off? Well, when you're thinking visually and a photographer is filming or taking pictures of what you would NORMALLY do -- i.e. making bread, fixing cars, painting -- you need to look as natural as possible.

Though my interviewee enthusiastically wanted to put her best face forward, what she didn't do was look the part of an everyday grandmother, which was the reason for the story at all. We made it work (because I've worked with some truly awesome photographers) but capturing the heart of who she is would have been so much better if she had done more or less what she normally does.

The moral of the story? There is a time to look the part, especially when it comes to the visual telling of your story. Train horses? Get out there in your duds and show the photog what you got. Bake bread? Put on your poofy hat and go to work. Restore old cars? Don't wear a suit to get under the hood.

It makes for a more authentic telling of your story when you are authentic in your presentation.

The Time to Blow Your Own Horn

We are taught fairly early that humility is a great trait. And it is.

Except for when it comes to your bio ...on your website...that you send reporters to in your quest to establish yourself as a knowledgeable source. You want to be the source they can call when they need an amazing quote about some issue in your industry.

So, about the four doctorates you have? Post that. The 17 rare studies you led? Mention those. The Nobel Peace Prize you earned? Tell 'em all about it.

Remember, what establishes you as a credible expert is your experience coupled with your education. These accomplishments shouldn't be buried at the bottom of your webpage; you may even want to consider a separate page just listing everything you've done.

Though you're not always encouraged to blow your own horn, in this case: toot, toot.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

Press Kits: Electronic vs. Print

A question that I always seem to hear concerns the format of media (press) kits.

Electronic or print?

The answer is fairly simple.

Both.

As long as you have your documents and materials in electronic format, you can post them online, email them, etc. But it's also always good to have print copies on hand for media -- or just other people who may be interested -- at your office or at events.

Physical press kits are especially good if you have a business or organization that has samples. Mind you, such samples shouldn't so big where you can't slide them in a folder to drop in the mail or at someone's office.

Ultimately, the golden room when it comes to press kits is that you should have one. Having that information readily available can not only cut down on mistakes but it helps you focus the pitch of your story as the kit is put together.

The Fine Line Between Social Media and Spreading Rumors

We've spoken before about about using social media, such as Twitter, as means to get news and information.

Though I concede people may first "hear" about news on their social media feeds and streams, I also believe that many people Google or check a reputable news outlet before believing -- or spreading -- the information.

But over the last few days, we have an intriguing case and I'd love to know what say you about when spreading information via social media becomes a criminal offense.

According to the Associated Press, two men in Mexico City face charges of terrorism and panic after Tweeting false reports that gunmen were attacking schools. Chaos and 26 car crashes ensued as terrified parents rushed to pick up their children, prosecutors said. If convicted, the men could face up to 30 years in prison.

Meanwhile, defense attorneys said the two men were simply retweeting and posting what had been told to them.

So, what do you think? What is the responsibility of social media users to verify before they post? And in what situations?

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc.  Her background is in print journalism and she has written hundreds of articles for newspapers and online publications. At The Write Vision Group, Bridgette advises nonprofits and small businesses on how they can get media attention for their programs and efforts. Meanwhile, she blogs on all things journalism.

The Hazardous Side of Being a Reporter

I've always said that in many ways, reporters have to defy every natural instinct of self-preservation.

We hear gunshots, we head out to the scene. Word gets out of a tornado touching down, we're driving toward it while every other person with an ounce of sense is going the other way on the highway (true story, by the way). And we scramble to get to a car wreck, house fire or other other potentially catastrophic situation.

And we while the adrenaline is pumping, our nerves are singing and many of us love the rush, we primarily do it for you. So that you will have the information you need when you need it.

 Though some questioned whether there was too much coverage, but my answer to that is if the hurricane had been downplayed, there would be criticism, too so >> insert shrug here <<. Meanwhile, as I watched, read about, listened to and clicked on the nearly nonstop coverage of Hurricane Irene this past weekend, I had to hand it to my brethren of the pad, pencil, camera and recorder. Through wind, water and rain, they brought you the story. They even managed to (mostly) stay upright.

There's only one thing left to say: Well done.

Visit msnbc.com for breaking news, world news, and news about the economy

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc.  With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how they can get media attention for their programs and efforts. Meanwhile, she blogs on all things journalism.

Try to Catch the Beat

Let's test your media knowledge a little bit.

Do you know what a beat is?

If, at this moment, you're trying to verbalize a term that has anything to do with music, stop. That's not it.

In the wide world of media, a "beat" is an area or subject that a reporter specifically covers. For example, when I worked at the Springfield News-Sun in Springfield, Ohio, I was on the county government beat. I covered all things related to Clark County, including regularly going to county commission meetings and events of other local governmental agencies. While I was at the Marshall News Messenger in Marshall, Texas, I covered education, but before that, I was the religion reporter.

Now that you have it, let's discuss why this is important. Knowing what beat a reporter covers is good to know because it tells you which reporter to pitch your story to -- directing the flow of information. While there are GA (general assignment) reporters who pretty much cover any and every thing, it's great to know when to contact the business reporter or the education person.

Knowing which beat you want -- and therefore which reporter to contact -- saves you time, as well as the person who would normally have to shuffle your press release off to the right person anyway.