The winter holidays and the Dog Days of August are usually good times to pitch off beat stories.  Lots of people are on vacation, yet there is still a news hole that needs filled.  Thus, it is often a great time to pitch evergreen or feature story ideas. Place an Op-Ed or bylined article. Catch up with reporters to talk trends.  However, it’s never a good time to badger reporters.

This MediaBistro story regarding a vague pitch is a an excellent illustration how PR folks can earn a negative reputation.

Does anyone really care about a media personality who’s profiled in a New Orleans magazine about Hurricane Katrina?  Even in our 140 character, text crazed world, you should still take time to explain why a story might be news worthy. Is there anniversary angle? Was an award won?  Were lives saved?

In the Dog Days of Summer … you have time to pitch better than this.  Please?

Pitch one:

Shepard Smith graces the cover of New Orleans Magazine for his Katrina coverage http://www.livingneworleans.com/?p=3988

Pitch two:

Go Shepard Smith!!! He’s on the COVER of New Orleans Living Magazine for Katrina! http://www.livingneworleans.com/?p=3988

Third time’s a charm:

Shep rocks: http://www.livingneworleans.com/?p=3988

For all the debate about the future of news, it seems to me that we are already living the future. Over the past decade, barrels of ink were spilled on how the Internet would change information consumption.  Today, mobile phones are ubiquitous – 20% of homes in the U.S. do not have a landline and the typical user has the mobile phone on 19 hours per day.

The Kindle and iPad have made digital publications tangible and, in many cases, a more enjoyable experience than holding a newspaper.

Five years ago, social media was a fad for college kids. Today, there are more than 290 social networking and media channels.

A study by the Center for the Digital Future at the USC Annenberg School for Communication & Journalism concludes that decline of newspapers continues at a rapid pace while trust in the Internet begins to erode. Yet, Wikileaks relied on the mainstream media to validate (or rather interpret, source and report) the more than 90,000 military documents about the war in Afghanistan.

I believe that there will always be a place and a critical need, especially in a democracy, for an informed public and professional journalists.  However, I’m not convinced there’s a need for the daily newspaper in printed format.  Local and news weeklies and special interest magazines serve a more specific purpose – news and analysis that you can take with you and read when you want.

Daily news demands immediate consumption.  The Internet, radio and TV provide more effective delivery channels. After reading the Wall Street Journal on the iPad, I canceled my print subscription.  I wish the Washington Post would create a more compelling app so I can cancel that print subscription as well.

In all this hand-wringing about the fate of journalism, what does it mean for the PR professional?

No profession remains constant in its practice. PR and journalism are in the relationship business. Thus the basics of our craft still apply. As technology continues to alter how we engage in building and maintaining those relationships, its important to remember that honesty and integrity matter. The only thing that follows you is your reputation so make sure you are managing it effectively both in your offline and online interactions with reporters.

#Apple #Antenna_Gate response was defensive PR. Heed the lessons of #Icarus #FanBoy is insulting http://bit.ly/9ZHb2f

Gen. Stanley McChrystal may be admired for his direct, warrior leadership style. However, the outcome of his interviews with Michael Hastings of Rolling Stone magazine paints a wholly unflattering, lone wolf portrait.  “The Runaway General” article is instructive for anyone trying to manage his or her media image.

When I conduct media training, I draw upon several examples of politicians and business leaders who forgot “the mic is always on” during a TV or Radio interview. Helen Thomas and Former Prime Minister Gordon Brown being among the most recent victims. McChrystal’s Rolling Stone interview now tops my list of how not to engage the media.

Critically, it will be hotly debated if McChrystal should lose his job as a result of his disparaging remarks about his Commander-in-Chief and other administration officials.

As for his apology, it meets the sincerity and contrition tests for an effective mea culpa.  Yet, like so many others (Helen Thomas, for example), it lacks a critical ingredient — the measure of improvement, the action by which the injured party can evaluate the effectiveness of the apology.

There are several lessons that can be gleaned from this error reputation management.

1) Reporters are not your friends; they are image makers. It’s important to remain consistent in your messaging and presentation.

2) You — and everyone of your staff aids attending the interview — are always on the record.  I’ve pitched similar “follow me” interviews — they can be very effective for sharing process and personality. Be sure to provide media training and guidance not only to the primary spokesperson but also those will be playing a secondary role in the interactions.

3) Define your messages and objectives.  Know what you want the outcome to be and plan accordingly.

4) Rehearse.  We don’t call media role playing a murder board for nothing.

5) Stay positive. (Or “Never let them see you sweat.”) It doesn’t matter if you’re fighting a war, deflecting criticism for an environmental disaster or answering questions about a new product launch that isn’t meeting expectations. Showing your crankiness and criticizing others isn’t effective. Leaders take responsibility regardless.

Finally, remember that controversy is the heart of compelling news headlines.

July 1: An updated version of this post appeared in the Capitol Communicator. And while I did not seek permission to share the cartoon below, I trust Mr. Wasserman and the Boston Globe won’t mind the additional publicity.

I recently wrote about earning my Accreditation in Public Relations (APR) credential for the Public Relations Society’s ComPRehension blog. As Mid-Atlantic District Chair, I continue to remain active in PRSA and will be supporting the APR Boot Camp process to be held during the International Conference in Washington, DC, in October.