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 Inspire Others

and

Improve Lives

Since 2000 we have been providing
 public relations services
to those who make a difference
 locally, regionally and nationally.





5 Ways to General Local Media Visibility

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PR DO's & DONT'S

Working with a Public Relations Specialist



When you enter into a relationship with a public relations expert you want to do everything possible to set the stage for success. It is important to establish expectations. This is what will ensure that everyone is on the same page. 

This one-page Do and Don't overview helps all concerned to get the most of the each public relations opportunity that presents itself.

Do:
  • Review (and edit where necessary) the press release and PSA (public service announcement) in a timely manner prior to media distribution. Also approve press kit materials (if applicable).
  • Let the PR expert know when you are contacted by the media for either more information or for interview purposes. Not only can the consultant assist you with the interview process, she can avoid needless and duplicate follow-up calls.
  • Follow the strategy your PR specialist has created for the above  situation if the specialist is not available. This will allow you to  effectively respond to media requests.
  • Notify the specialist right away if you make any additions to a planned activity or event. This information can often be used to develop more visibility.
  • Because accuracy is very important when it comes to building credibility with the media, it is very important to notify the consultant immediately when you delete activities or personalities. She/he may be pitching a news angle based upon something that no longer exists.
Don’t:
  • The media can be confused by client-initiated phone calls and emails. Unless it has been previously arranged, ALL communications with the media – calls, emails, etc. – are to be handled by the PR specialist who secured the media opportunity.
  • It will be important for you to remain professional with the media. Do not tell them what they should do. This style of media engagement does not leave a favorable impression. Neither do efforts to contact them afterwards in order to ‘become friends’ for future opportunities.
  • Scheduled interviews are important. Don’t ignore yours. Should an emergency arise, notify the specialist so that the opportunity can be rescheduled.  Remember: the media will seek out other sources, if necessary.
  • Media materials (press release) created as work-for-hire are yours. Articles, blogs, website content created by the specialist for the specialist’s purposes are not work-for-hire pieces. You must arrange for the right to use said materials with the specialist.
Setting the above ground rules at the onset of a new engagement can eliminate miscommunication and enhance your desired results.














ABOUT



kpgpublicrelations@gmail.com

Karen Pierce Gonzalez Public Relations knows that not all media opportunities are created equal. That's why we utilize professional editorial judgement and extensive media contacts to define, develop and distribute messages about our clients' good works to the most appropriate traditional and online media outlets.

In The Media



About Karen Pierce Gonzalez

Seasoned media/public relations-industry experience and extensive traditional and online media contacts. 

Has secured countless media sponsorships with CBS, NBC, Southwest Art, Family Life Magazine, The Press Democrat, KSRO, KRCB,  and more.

25+ years as journalist/writer for publications such as The San Francisco Chronicle, San Francisco Magazine, Sonoma Business, Northbay Biz, California Sheriff’s Assoc. Journal, Bay Area Business Women, Pinehurst Journal, Marin Independent Journal, Australian Trade Community, and more.

Award winning publicist and award winning fiction and non-fiction.

Author:  Are You Ready to Generate the Media Visibility You Want, Black Pepper Visions: Original Folktales & Food Stories You Can Eat, and Family Folktales: Write Your Own Family Stories.














GLOSSARY

karen@karenpiercegonzalez.com
  
Public Relations Terms


authenticity:   describes "real" people behind blog posts and other social profiles.
assignment desk:   department of television, print or radio station responsible for determining who covers which story.
broadcast:   to transmit via airwaves (electronically) by radio or television.
byline:   the author of newspaper or magazine article.
copy editor:  editorial professional who checks final story for accuracy, grammar and length before it goes out.
corporate fact sheet:  one-page document that describes a company's principles, services, philosophy, fees. Includes contact info.
dub:  copy of TV or radio appearance on video or audiotape.
editing:   the act of rewriting, viewing, listening, and cutting print publications, video, or audio.
editorial:   a statement of opinion from an editor or publisher about you and your business.
FCC:   The Federal Communications Commission regulates interstate and international communications by radio, television, wire, satellite and cable in all 50 states, the District of Columbia and U.S. territories.
frequency:   the number of times a publication comes out in a given period of time, such as daily, weekly, quarterly, etc.
hashtag:   a word or string of characters that starts with a number sign. Identical hashtags are then grouped into a search thread.
influence:  measurement of an individual's importance online.
info box:   a brief paragraph with bio and contact information, usually appears at end of article or blog post.
lead time:   amount of time reporters and producers need to prepare stories and information for publication or broadcast.
masthead:   list of editors, publishers, and senior reporters in each publication's issue. Includes contact info.
media outlet:   a publication or broadcast program that transmits news and feature stories to the public through a distribution channel.
micro-blogging:   short message postings in a social media account (e.g., Facebook status).
network:   chain of broadcast or radio stations controlled and operated as a unit, often using the same editorial material.
Op-Ed:   article written by an expert that is positioned on the page opposite the editorial page.
pitch letter:   letter written to introduce a source and story idea to the media.
platform:   a system that manages content. Example: The Blogger platform manages a community of blogs.
producer:   person in charge of the coordination of all details pertaining to a television or radio program.
public relations:   a variety of skills and tactics developed to inform and invite favorable opinion for a person, event, or product that ultimately supports the firm's bottom line.
reach:   geographic area of the audience and the number of readers, listeners, or viewers accessed by the media.
reprint:   copy of a printed article that mentions you or your company.
round-up story:   story geared to look at four to five news items related to a particular topic during a specific time (e.g., summer festivals).
sidebar:   legal term the media adopted to describe a portion of a story that is relevant but not necessary to the body of the story, such as data, a glossary, or a deeper explanation of a concept mentioned in the story. Usually it is set apart from the body of the article by a box or screen to make it stand out.
syndicated columnist:   person hired by publications or broadcast organizations to produce written or spoken commentary about specific feature subjects. A syndicated print column is usually published in a wide variety of newspapers, magazines, or on many local networks.
tag: indicates or labels what content is about.
talking head:   television shot that shows only the upper shoulders, neck, and face of the person being interviewed. Usually accompanied by a computer-generated sign that  identifies the person by name and title.
target audience:   the people who live near, work with and/or know your target market.
trade media:   industry-specific trade or professional publication (manufacturing, insurance, nursing, telecommunications, etc.).
trending:   word, phrase or topic that is popular on social media at a given moment.
viral:   anything shared across social networks that get passed along rapidly. YouTube videos are a great example.
wire service:   news stories, features, etc., sent by direct line to subscribing or member newspapers and radio and television stations.












                                     

CLIENTS and PROJECTS


Our extensive editorial experience and media contacts are GOOD NEWS for our clients. Getting connected to the right people at the right time allows the individuals and organizations we work with to effectively touch the lives of others.
  • Public Relations Consultation (Strategy)
  • Media Campaign (Traditional/online media opportunities)
  • Community Relations (Collaborative opportunities)
  • Public Relations Education (Individual/staff training )
  • Media Sponsorships and Advertising (Partnerships/placement)

Email:
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    Maximize Your Media


    After Coverage,  Then What?


    Getting media coverage is a goal – especially coverage that reflects your best and brightest services, products, and expertise. It’s not the only goal, however. Every solid public relations campaign should include a strategy for maximizing the visibility so that after the radio show is over and the newspaper has been replaced by the next day’s or week’s edition, your news is still available to your audience. And, for those of you invested in social media, that means making your success go viral.

    Entrepreneur.com’s guest writer Scott Oldford offers some thoughts and tips on the subject that are worth reading. He begins his column with this nugget of wisdom: don’t let the media coverage be the finish line for your message.

    Here is one way he recommends you can keep the exposure going:

    Step 1: Share with your "warm" audience.
    PR is one of the best ways to capture your audience's attention and begin the process of becoming the "go-to" authority figure in their life.
    However, you cannot leave this to chance. You need to take control of the situation and ensure you create viral content on the back of your PR. The first step is to share this article with your existing audience, but not your entire audience -- rather your "hot" leads who know you the best.
    Going Viral
    This helps you build momentum with the help of those who already like and share what you have to offer. They want you to succeed and know that they can be a part of that larger end game.
    He goes on to suggest – and we think he’s right – you bring your media coverage to those who are not in your primary sphere. Include your news link in emails and e-newsletters. Consider adding it to your email signature.

    Other tips include the important of timing and personalizing the coverage so that others can relate to what it means to you.
    To read his complete article, click here.


    Related Information: