3 Reasons Why Getting An Award is Great PR

At the heart of public relations is reaching out to the public to get the message out.

One way to do this is to apply for an award or recognition. I can rattle off three quick reasons why you or your company should constantly be on the lookout for award opportunities.

Related: 3 Reasons Why Publicity Should Be Part of Your Marketing

1. It's an awesome feeling. Who doesn't like getting an award? It definitely makes you feel good -- and look good -- when you're recognized for your work. Everyone wants to be a winner, after all.
2. It's another way to get the word out. Organizations that give awards, especially prestigious recognition, typically have some sort of announcement or ceremony. They may blast the winners' name to their list serve, feature you on their website or even pitch you as a story to their media contacts. It's another way to have a ready-made audience to receive your message.
3. It lends credibility. Winning an award from a panel of judges that evaluated your organization or project against others and deemed yours top quality is a great measure of the good work you're doing. This is an honor that is often used -- think of how many times you've seen "award-winning" this or that in marketing/PR material -- to an organization's advantage.

The moral of the story? Finding opportunities to apply for awards in your industry is another way to solidify your organization's reputation and expertise.

Read more: 3 Ways Publicity Can Make You Money
                     It Takes More Than An Idea

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.

How the News Works

I've said it before.

Getting in the news is free -- and if you paid for an interview, it's not news.

Though you may pay a strategist or publicist or PR person to craft your pitch or press release or press kit to pique a reporter's attention. nobody pays the reporter to cover your story -- except their own publication. Because it's the reporters job

There are a few points worth reiterating here:

1. Reporters are bound by ethics laws that prohibit them from taking money from you. If money changes hands, the objectivity goes out of the window. Any gifts, even for holidays or to show appreciation, usually have a very small limit. This means you cannot pay someone for media coverage.
2. If you pay someone to publicize you, write the script because it's an advertisement. There are lot of of e-shows and such that charge money. If that's the case, please tell them that you should get to submit questions and answers, because you have essentially paid for a commercial.
3. Do your research before you try to submit your own article. Some media outlets, but not all, let you submit your own information for coverage. I've seen newspaper in smaller markets or towns that will print your press release as is or let you actually submit an article. But larger ones typically want their own reporters and photographers to cover the story. Do the research to be sure the media outlet you're targeting accepts submissions. 

The moral of the story? The media is a great tool and one that you can tap into -- if you know how to pitch your story correctly -- without a charge from 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.

Music to a Reporter's Ears

Reporters are often -- OK, let's just say always -- on some sort of deadline.

While most of us are fully aware that our sources are not always sitting by the phone or staring at the computer waiting on a message for a quote we need, it is still not a good feeling when we can't get in touch with the person we need.

Here are a couple of things you can do to assauge the reporter's anxiety...and it helps to establish yourself as a contact the reporter may want to try again:

• Have a "If you're a reporter on deadline..." alternative on your voicemail - This is music to a reporter's ears. It means there's another way to get in touch with you and it's usually a cell phone number.
• Provide another contact - Make sure the reporter knows who your second-in-command is...and who else is authorized to speak on your organization's behalf. It's OK to be unavailable or go on vacation, but be sure you don't miss a media mention because of it.
• Say which messages you check most often - Not a phone person? Are you the type who lets the voicemail inbox fill up? Say that: "Hey, you know what? I'm better with email so if you really want to get a hold of me faster, send it to this email address."

The moral of the story? It's OK, and mostly expected, that you won't be available all of the time. But providing these alternatives is a great way to help the reporter 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.

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.

Can You Be An Expert?

We have all seen news stories where someone says something controversial. Then another person comes forward to disagree. Or another person comes forward to agree.

All of sudden, news coverage turns into a glorified "he said, she said" fest.

But it's the nature of the beast and it's actually a way for an individual or organization to generate publicity for themselves. For example, if an expert economist makes a startling statement such as, "The housing market will never recover!" and you are also an expert, you can call up a reporter and say, "Well, that's just not so...and here's why."

Keep in mind, though, there are some things to note as far as whether you qualify to comment:

• Make sure you can intelligently speak on the issue. It should be something that covers either your expertise or something that you have had experience in.
• Gather statistics. It's always good to show the numbers that back up your assessment.
• Be factual. There's nothing worse than an argument based on inaccuracies.
• Don't do it JUST to get publicity. Make sure you have something to offer to discussion and/or something people need to know about the topic.

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.

Now is the Time

So how long has it been now that you have known that your organization could use publicity yet you let event after event and initative after initiative pass by without a peep to the media?

Probably too long.

Each time you put it off, each time you say, "Maybe next time," you are delaying (if not eliminating completely) an opportunity to get the word out about your awesomeness.

The moral of the story? The time is now. Start your research and start figuring out what you need to do to get the news coverage to be the next big thing.

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.