Insights for Leaders Navigating
Visibility, Credibility, and Growth.
From media strategy to reputation management, we explore the trends shaping public perception and share the approaches that drive measurable results for growing brands.
Earlier this year, I came across a report by Propel that analyzed 1 million pitches sent to journalists to better understand if email pitches result in media coverage. That report found that of more than 726,000 emails sent, only 29% were opened, 3% got a response and 8% resulted in media coverage.
Yet, a new report from Agility PR Solutions found that less than 30% of PR and communications professionals reported an increase in the difficulty of earning coverage between June 2020 and May 2021. And that 38% reported that it was about the same difficulty level while a combined 35% say that earning coverage has become somewhat less difficult or much less difficult.
So, why is it that, while so few emails are opened, PR professionals aren’t finding it increasingly difficult to secure coverage?
Tailored Outreach
Agility PR Solutions’ report found that nearly 75% of respondents pitch less than 100 media contacts. Which, when you consider some individuals are reporting pitching more than 500 contacts, is quite small.
With every pitch or announcement, the press list needs to be tailored. When building a media list, it’s important to stop and ask, “Why would this reporter care?” and more importantly, “Why would their readers care?” If there isn’t a clear answer, don’t pitch them.
This approach is crucial to securing media coverage, but also to building lasting relationships that you can utilize for the long-term.
Adding Value
When asking why a reporter would care about your pitch, that’s when you should uncover the value of your offering. Are you providing them with unique data, an interview with a prominent thought leader, unique multi-media assets or a compelling story angle? If not, reconsider your pitch and determine how you can offer value.
While we often view the main goal of pitching as securing coverage (because it is), it can be helpful to shift the focus to supporting a journalist’s reporting. By treating the reporter like a client and being thoughtful about what your offer, you’ll likely be more successful in securing coverage.
PR professionals are continuing to get creative in what they are offering to journalists that may be of interest. According to the report:
- 45% of PR and communications professionals provide video footage
- 44% offer exclusive interviews
- 38% provide external links to web pages, documents, etc.
- 35% share high-quality images
New Forms of Coverage
With reporters stretched thin, many outlets are increasingly accepting and seeking contributed content. This is a great way to secure coverage that supports an organization’s key messages and highlights an executive’s thought leadership platform.
When developing a pitch, consider if the angle you’re offering would also make a compelling contributed piece. If a reporter doesn’t have the time to cover the topic, but still finds it interesting, there is still an opportunity to secure coverage.
It’s no secret that media are inundated with pitches, so in order to capture their attention and be successful in driving results, outreach needs to be thoughtful, creative and strategic.
Life and work in the era of COVID-19 have taken big blows. The impact on performance at work and our rest at home has been profound, and it’s an ongoing story. The pandemic that hasn’t really ended yet has prompted mental health professionals to rethink some of the longstanding ideas about stress, motivation and fatigue – and the best ways to handle them.
In recent years, and especially in the wake of disastrous domestic events, we’ve taken to using the term PTSD to describe a wide range of calamitous emotional experiences. But the term’s use may not be accurate. When we use the term, we’re using a phrase first coined in 1915, to describe the condition of troops recovering from combat in World War I (“shell shock” was another name for it).
George A. Bonanno, a professor of clinical psychology at Columbia University, argues that we vastly overestimate how common PTSD is, and we likewise often fail to recognize how resilient people really are. In his latest book, The End of Trauma: How the New Science of Resilience Is Changing How We Think About PTSD, he offers many relatively new ideas about stress and the fact that how to handle it can actually make things worse.
No one-size-fits-all thinking
Bonanno writes: “A group of mindfulness experts recently cautioned, in a paper published in a leading psychology journal, that misinformation about the effectiveness of mindfulness can mislead people, and can even lead to harm.” Studies and case reports “have linked meditation to serious side effects, including increased anxiety, panic, disorientation, hallucinations, and depersonalization—the feeling of being disconnected from oneself.”
Bonanno says ending trauma calls for flexibility — realizing that there is no “one-size-fits-all” ways to handle trauma. “All of this research points to the same basic conclusion: coping and emotion regulation strategies are inherently neither good nor bad,” Bonanno says. “Every strategy has costs and benefits, and a given strategy is effective only insofar as it helps us meet the demands of a specific situation.”
COVID information fatigue
Among the more inescapable ways fatigue has crashed into our lives is a special brand of tiredness that we can’t seem to escape: COVID news fatigue. It’s distinct from the physical fatigue that accompanies actual diagnosis of COVID-19, but it’s no less real than the disease itself. It’s a result of the constant drumbeat of information – some hopeful, much of it depressing – that’s accompanied the worst global public-health crisis in literally 100 years.
With COVID fatigue, “You’re tired in your soul — emotionally, psychologically, socially, spiritually, you are just tired and not motivated,” said Dr. Carl Lambert, assistant professor of family medicine at Rush University Medical Center in Chicago, on the American Medical Association website.
The World Health Organization offers its own counsel: “Minimize watching, reading or listening to news that causes you to feel anxious or distressed; seek information only from trusted sources … Get the facts; not rumors and misinformation. Facts can help to minimize fears.”
Lambert counsels, “[M]aintain hope that things will get better. That feeds into what’s happening nowadays with the vaccine and all these other avenues that are providing hope. If there’s anything that you can do to maintain hope, that’s really the way to go.”
Workplace: Hothouse for stress
The workplace is a main incubator for stress and fatigue, as where we do our work has changed in recent years, and certainly since COVID-19 made working from home more than a pleasant option. The disconnection from colleagues and the collegial environment of the original workplace can be corrosive, making one constantly feel outside the action. And the homebound stressors we got a break from when we left home to go to work are there with WFH employees all day long.
University of Washington recreation fitness manager Jeff Palmer suggests several exercise-focused tips for staying motivated and minimizing fatigue that include starting your day with a plan or schedule, squeezing in shorter bouts of activity, practicing healthy and mindful eating, and noticing how good exercise makes you feel.
Motivation traps
Writing in the Harvard Business Review, Bror Saxberg, vice president of Learning Science at the Chan Zuckerberg Initiative, and Richard Clark, a professor emeritus of psychology and technology at the University of Southern California, identified four motivation traps we’re prone to in the workplace:
Trap 1: Values Mismatch
“When a task doesn’t connect with or contribute to something workers value, they won’t be motivated to do it,” Clark and Saxberg say.
How to help: Learn what the employee cares about and connect it to the task. Managers often make the mistake of thinking about what motivates them, assuming the same is true of their employees.
Trap 2: Lack of Self-Efficacy
“When workers believe they lack the capacity to carry out a task, they won’t be motivated to do it,” the educators say.
How to help: Build the employee’s sense of confidence, competence and self-efficacy by pointing out times in the past when they’ve successfully tackled similar challenges, or share examples of others who’ve overcome the same challenges.
Trap 3: Disruptive Emotions
“When workers are consumed with negative emotions such as anxiety, anger, or depression, they won’t be motivated to carry out a task,” they say.
How to help: In private, tell the employee you want to understand why they are upset, and engage in active listening. Be nonjudgmental by asking what the employee believes is causing them to be upset. Then, summarize what they said back to them and ask if they understood. If they say “no,” apologize and tell them you are listening carefully and ask if they would “please try again.”
Trap 4: Attribution Errors
“When employees can’t accurately identify the reason for their struggles with a task, or when they attribute their struggles to a reason beyond their control, they won’t be motivated to do it.”
How to help: Help the employee think clearly about the causes of their struggles with a task. Attribution errors often happen when employees hunt for excuses not to perform a given task. “Helping the employee identify exactly why the task seems insurmountable can help them move past such avoidance.”
Email can be an overlooked skill, but it’s often apparent when people don’t have control of their inbox. They may use their time inefficiently, miss emails, lose important information or fail to respond to email in a timely manner. According to Adobe’s 2019 email usage survey, U.S. adults spend nearly three and a half hours a day on work email. Email prioritization and inbox organization affects employees, their teams, and their clients, so focusing on good email habits is important for everyone’s success.
It’s important to find techniques to manage your email that work for you. Start by understanding your productivity weaknesses. You may struggle with one or more of the following:
- Capturing (identifying and remembering tasks)
- Filtering (deciding to discard, delegate or do tasks)
- Prioritization (filtering that includes an understanding of urgency and importance)
- Focusing (limiting distractions and interruptions)
- Energy (finding the motivation and making the effort required to complete tasks)
Your process for managing email will also vary depending on your role, with whom you work, and your company’s policies. A successful system will allow you to meet deadlines efficiently and predictably without missing details while maintaining email etiquette standards like timely replies, clear and direct emails and subject lines, and proper tone.
Tackling Your Inbox
Is your inbox overloaded? Tackling a mountain of emails is no easy feat, but some key strategies can make it manageable.
Start by grouping your emails by subject line or by whom it’s from, enabling you to quickly identify and manage entire conversations without having to re-read or dig through emails.
Next, go email-by-email and determine if the message is urgent or important. Urgency implies timeliness, and importance relates to relevance to your role and responsibilities or your company’s goals. Your options for action are simple: you can delete, reply, archive or add it to your to-do list. Reach this verdict quickly – for each email, limit yourself to 30 seconds per decision. When you encounter an unimportant email, delete it. Decluttering reduces stress and streamlines your focus. If you can answer an email in less than a minute, respond to it when you read it. If an email contains information that’s unimportant today but may be vital in the future, file it away.
Now, the remaining emails should represent items on your to-do list. After you take care of anything “on fire,” prioritize the rest of your inbox. Here are some techniques:
- “Eat the Frog.” Mark Twain’s quote loosely says that if you eat a live frog in the morning, nothing worse will happen to you that day. Address the biggest, scariest task on your to-do list first. The rest of your list will seem easier. The more you delay, the more you will dread starting.
- Consider your psychological readiness. Start with one or two items from your list that you would rather do before the first item, allowing you to gain momentum while still prioritizing important tasks. This strategy is iterative, balancing urgency, importance, and readiness.
- Start with the oldest. Respond to emails from the bottom of your inbox up, preventing you from getting “stuck” on an email chain, allowing older emails to sit in your inbox for longer.
While reaching Inbox Zero, the goal of having no emails in your inbox, can be very rewarding and helpful for identifying new tasks, don’t get hung up on it if it’s stressing you out.
Setting Good Habits
Set good habits to prevent email from piling up in the first place. Here are some best practices:
- Set up folders to sort your archived email. Your file structure will be unique based on your position and how you work. Keep your system easy to maintain. Consider creating a folder system based on deadlines, a folder for each of your clients, or a place for emails that need follow-up.
- Minimize how much you check your email. Email is distracting, addictive, and less efficient than other communication. Turn off notifications and schedule regular times to check email to allow for more focused work. Limit the emails you receive by reducing the number of emails you send. Prioritize other communication channels like chat or video calls.
- Set up email templates. Identify the most frequent types of email you send and develop customizable templates, allowing you to quickly reply to emails with less time and effort.
- Set up filters to automatically file incoming mail. Most email platforms have a tool like Outlook Rules, which can filter and file messages based on sender information or subject-line keywords.
- Unsubscribe. Minimize unimportant and irrelevant emails by unsubscribing from listservs you aren’t interested in or turning off social media notifications.
The idea of perfection often gets in the way of good progress. Celebrate any improvement you make toward efficiency and iterate as needed. For continued growth, here are best-practice resources from our blog:
- Making the Most of the Subject Line – January 2021
- PR Best Practices to Avoid Rookie Mistakes – January 2021
- TL;DR: How to Make Your Writing More Readable for Your Colleagues – March 2020
- Email Signatures – What do They Say About You? – January 2020
- Email Etiquette in the Workplace – July 2019
Our “Publication Spotlight” series is designed to showcase publications that resonate with clients and future clients. This week’s spotlight is on SpaceNews, a publication that provides analysis and news that surrounds the global space industry. Below is a Q&A that provides insight into commonly asked questions.
Q: When was SpaceNews established?
This publication is owned by Pocket Ventures, LLC, and resides in Boulder, Colo. Established in 1989, SpaceNews covers technologies, organizations, companies, and trends that impact the global space industry. You can find its publication in print and online.
Q: Who is its audience?
The SpaceNews audience consists of NASA, U.S. DoD and Congress, commercial satellite manufactures, launchers, operators and start-ups. According to its media kit, SpaceNews reaches 2.6 million monthly pageviews. SpaceNews printed publication reaches 45% decision makers, 46% government and military space and 45% commercial space. Their online publication audience is 66% U.S.-based.
Q: Has SpaceNews received any awards?
Yes. SpaceNews has received awards for its online content, online featured content and social media presence. The full list can be viewed on the SpaceNews website.
Q: Does SpaceNews offer a newsletter?
Yes. SpaceNews offers 5 different newsletters that readers can subscribe to for free. Those who subscribe will receive a newsletter daily. Each newsletter focuses on a different space-related topic. Readers can subscribe through SpaceNews website.
Q: How do you submit content to SpaceNews?
Those who are interested in submitting content can access its extensive media kit that provides its editorial calendar and other information. SpaceNews’s editorial calendar runs through 2022. It offers a chance to advertise in print, online, sponsored content, newsletter and through its social media. For pricing, placement, and submission dates, it provides a submission form through its website where all inquiries can be answered.
Q: Does SpaceNews distribute its magazine elsewhere?
Yes. The magazine often gets distributed at events and tradeshows.
As an intern at Communique PR, I have enjoyed learning more about PR professionals’ resources for their everyday projects and clients. Life as a marketing student is a fast-paced journey where I’ve been fascinated to learn more about creative branding and public relations methods. As I discover more about the PR world, Business Wire has given me some valuable tips on becoming a successful PR professional.
For those who don’t know, Business Wire is a press release distribution and regulatory disclosure company, and 60 years ago, the company opened its first office in San Francisco. Today, it has 17 offices worldwide, with a network of 100,000 media outlets and 162 countries.
To celebrate its anniversary, Business Wire is sharing 60 secrets and tips for best PR practices. This e-book has given me so much insight and guidance into the world of public relations. Specifically, I wanted to share five tips that resonated with me:
- “Understand what makes your readers tick. Write your press release from the viewpoint of your end audience. Make the impact your news has on their lives the center of your story.”
- This tip is helpful because it sheds some truth on attracting an audience and creating meaning for readers. Before gaining exposure to writing PR materials, I didn’t realize how crucial it is to ask questions like “How does this affect the reader?” and “Why should they care about this news?” In addition, it’s essential to speak the language of the audience to maximize the impact and reach of your communications.
- “Match your visual approach to your audience and channel. Understanding your audience and their channels of choice will help you choose your final content types.”
- Through my internship, I’ve seen how images and videos enhance materials. However, it’s also important to consider your audience’s preferences when considering the kind of content to create. In some cases, you might want to create a chart or graph, while in other instances, you might produce a TikTok or YouTube video to amplify your message further.
- “Add pull quotes and calls to actions. Increase inbound traffic and advocacy by adding hyperlinks and social messaging directly into your press release.”
- A call to action encourages people to follow up with the news or engage with content that genuinely piques their interest. In addition, by adding hyperlinks or comment sections, you can enable people to interact with the author and other readers. An engaging call to action that directs the reader can help maintain excitement around the announcement and communication material.
- “Many populations are composed of multiple cultural identities. Research thoroughly and develop content that embraces the cultural insight of the demographic you’re targeting.”
- This advice shows the importance of addressing diversity and healthy relationships among all cultures in communications campaigns. Companies and their PR teams should take this advice in stride because understanding the culture and norms of diverse populations can help form meaningful connections with readers. Providing a culturally sensitive and insightful piece can build bridges for underrepresented audiences to expand the community and sustain traction with a brand.
- “Be aware that our own biases can create unintended barriers when trying to understand differing cultures and backgrounds. Remember to take a step back and reflect on your news and consider how it will appear to a multicultural audience.”
-
- Unconscious bias is the downfall for many relationships or communities that may negatively impact public image or workplace dynamics. It’s wise to reflect on how words and actions may resonate with all audience members. Unconscious bias can lead to negative press and long-term brand consequences by exposing the audience to microaggressions or negative attitudes toward certain subjects or communities. The article’s intent can be perceived differently by diverse audience members, and the impact of content can present unfavorable consequences.
These are just a few of the enlightening tips found in this downloadable e-book, which I recommend for people looking to improve their expertise and learn best practices for effective communications. I love Business Wire’s commitment to educating its readers on myriad issues such as developing a great pitch, driving engagement from press releases, and relating to diverse audiences.
Click here to download Celebrating 60 Years With 60 Tips: Communications and PR Best Practices in Advancing Today’s News Adoption and Consumption.
“For forever and a day, I shall chase that white whale.” – Captain Ahab, “Moby Dick”
Had Captain Ahab worked in public relations instead of whaling, his quote may have referred to securing the elusive, top-tier national coverage that so many clients seek.
Everyone wants to see their name in valued news outlets such as The New York Times, The Washington Post and The Wall Street Journal. Unfortunately, those seeking this coverage don’t always know how to get there.
That doesn’t stop PR professionals from trying. We can be downright dogged in our pursuit of the great white whale. But often, pitching national media can seem like embarking on a round of cold calls, with a slim likelihood of success.
This is not to say you can’t be successful. Building relationships with national media requires preparation and effort. You must first establish familiarity to cultivate these relationships.
Here are a few tips that can help build relationships with national journalists and media, the white whale of PR.
- Do your research and leverage the human touch.
It may seem simple but must never be overlooked: Journalists are people, and you must consider their interests and needs. Do your part to know and understand the media to whom you pitch. Familiarize with their outlet, their target audience, and the topics on which they’re writing. Before reaching out, ask yourself, “Why should they care about this news?” Be meticulous with news distribution; sharpen your press list accordingly to focus on journalists who cover topics that are hyper-relevant to your client and their specialty area. The extra legwork will make for an ideal fit and a win-win situation for all parties involved.
- Plan ahead and be in front of the story.
Like anyone else, journalists are busy people with loaded calendars. National media already have their list of stories to work on and hordes of folks fighting for their attention. When pitching news, allow time for journalists to digest the information and run it by their editors, should they need story approval. Remember: It’s their job to be ahead of a news story. Helping them anticipate what’s in the pipeline can help them plan for covering relevant news stories as they happen. Do your part as a PR professional to stay on top of news trends to inform relevant pitches. A heads-up in advance is unlikely to go unappreciated, and your effort to stay ahead of the curve will position you as a valued resource.
- Engage with their content.
In the age of social media, there are many ways to put yourself on a journalist’s radar. Leverage social channels to your advantage to like, share, and comment on news stories or posts from journalists you follow. Sometimes, this can result in organic networking or relationship-building. If you land coverage, make sure to promote the article accordingly across your social channels. A simple story-share can go a long way toward building stronger relationships with media.
- Bring value to the table.
Media resources are indeed dwindling, but this doesn’t mean journalists are desperate for content. Above all else, journalists value quality news. When pitching stories, bring quality ideas to the table that are relevant to their audience and newsworthy. Provide as many components as you can to help them build a news story, such as good quotes and images or infographics to run with a potential article. Take steps on your end to make their job easier; it can only help your chances in securing that valued coverage.
- Nurture the relationship.
Maintaining successful media relations requires effort. Devote time each week to media engagement. Once you’ve landed a successful pitch, try to keep an ongoing cadence of correspondence with the journalist approximately every month. Maybe you’ll have more news to pitch, or perhaps you want to comment on a story a journalist wrote that you enjoyed. Thank them for pitches they accept but also engage on those they reject. Make sure they know you’re available as an expert resource for upcoming stories.
Any successful relationship requires work. As PR professionals, we can only secure valued coverage by showing the journalists we rely on that we value their time and energy through dedicated preparation and engagement. By adhering to a few simple steps, the pursuit of top-tier coverage can become much less daunting and more likely to succeed.