Here are a few media do’s and don’ts to be mindful of, regardless of why someone might be knocking on your front door.  

DON’T be difficult

Yes, you are busy. No, the reporters don’t care. Their job is to tell the story about what you do in a way that resonates with their audience. This can be a lengthy process compounded by impatience and frustration. The less time and effort you give to a member of the media soliciting your insight, the greater the chances the piece won’t come out the way you’d like – they’ll see you as a challenge. Perhaps they’ll even feel less inclined to give you a follow up ring to clarify a comment they aren’t quite sure is 100 percent correct. It doesn’t work to your advantage when reporters have to work harder on simple tasks. Do yourself a favor – don’t make an interview harder than it needs to be.

DO be prepared

The reporter, journalist or blogger you’re speaking with may or may not know everything about your project, product or service. You’re the expert. Be prepared to talk about the basics and fundamentals of your subject. Keep it simple; avoid jargon. It will save you time when a reporter is putting the final touches on their story. If you’re organized, careful and concise, you’ll be able to communicate your message clearly and effectively like you’ve been doing it your whole life.  Also, consider that the journalist, in asking a question that you consider simplistic, may be doing so on behalf of a reader, listener or viewer who may be less familiar.

DON’T fall for reporter interview tactics

It is best to avoid sharing controversial details- even if the reporter assures you that the conversation is “off the record.” Fight the urge to fill any awkward silence with conversation. If it is confidential, don’t disclose the name of the person who can provide the information you won’t divulge. Don’t let the reporter persuade you to provide details you shouldn’t by using the public’s right to know as a justification. Reporters have been asking questions for years. They know how to extract the smallest details that will unlock greater depth to their stories. It can be as simple for them as asking the same question a different way. Don’t underestimate the tricks. They are used when you least expect it.

DO know the rules of ethical news reporting

Assume everything is “on the record” and could appear in print. Tread carefully; you never know where a reporter stands on the hierarchy of ethics. As soon as a journalist identifies themselves as such, the conversation is already on the record. Honest journalism practices dictate that a reporter should not publish insight they receive from a person prior to notifying them that they are a journalist. Additionally, recognize that the journalist can err later in determining what was on and off the record.

Terms like “on background” and “on deep background” directly protect sources from being identified explicitly but allow reporters to publish the information they receive. Most journalists avoid using information they received from unidentified sources unless they’re dealing with matters of national security. A reporter’s neck is on the line when they share information from an unnamed contact. The risk is for them not often enough worth the reward.  Even still, it is important to realize when a reporter may have breached ethical standards. It could give you a good sense of who to interact with moving forward.

DON’T get off topic

Answer the questions you’re asked without distracting from the point. Nobody likes to speak to someone who will bury them in irrelevant details when they ask a simple, straightforward question. Reporters are looking for high-level information and will dive deeper into a subject if need be. Don’t miss the opportunity to provide a strong quote or share insightful expertise because you’re caught in the minutia of the story. Help them understand what they need to know and correct misinformation as you encounter it. If faced with a confrontational discussion, apply bridging techniques to organically introduce a relevant concept to a difficult question when reporters are watching for evasiveness. It is on you to communicate your message effectively. If you fall off point, discussions may not result in the coverage you’d like.

Are you interested in learning more about best practices and interview techniques? Contact us to learn more about our media training program.

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The most crucial communications rule is to show compassion and concern for human life and those personally affected, genuinely, in both content and tone (often, delivery can be more important than content). It is critical to stick to the facts or what is known, avoid speculation and correct misinformation. Over the years, our agency developed a tongue-in-cheek acronym (PANTCHEK) designed to be instantly memorable for its users in handling business and operational crises. However, those rules (as well as any) seem blithe against the magnitude of the Las Vegas tragedy or Puerto Rico’s post-Hurricane devastation. I suspect any “lesson learned” following such an event would feel similarly flat. Inhuman events require a human response, disciplined approach, and evidence of collaboration for the greater good.

Communicators must not be distracted by peripheral chatter:  Naysayers and talking heads rarely have full access to the privileged details, nor are they in the position of delicately and deftly resolving the matter in the public eye. Unfortunately, though, it is human nature to speculate and fill the void when the facts are still unknown. A rush to judgment is inevitable. Crises give the self-righteous, the all-knowing and conspiracy theorists their time in the sun.

From our experience, we know that communications dynamics change when law enforcement, regulatory agencies, and large investors are involved. The pressure from the public for answers can be crushing, and there certainly is an obligation to keep affected audiences informed. But keep in mind, you are under no obligation to respond to every media inquiry that comes your way, nor are you under any obligation to respond in the manner that is demanded. We know all too well that some news coverage will be agenda-driven regardless of the content of the information or availability of multiple credible sources. Remember: the part of the communicator is to educate, inform and keep the conversation as objective and elevated as possible.

The core approach to our practice is this: leaders and authorities who act in good faith for public safety and public interest, who communicate proactively and consistently and responsibly, stand to be remembered (and appreciated) for their strength and resilience over time.

The post When There are No Rules: PR Considerations for Mass Tragedies appeared first on Fineman PR.

For PR and communications professionals, our role is becoming more essential – and challenging. Sure, we’ve traditionally served as liaisons between the media and clients, but we are now bridging a quickly widening and more contentious divide. War has been declared: on media, on fake news, on press briefings, on magazine cover authenticity, on facts. And, there are more questions than ever for all involved, from journalists and media executives, to corporate spokespersons and political strategists, as well as public relations counselors:

What are the facts? Who can we trust? Where is the backup? What is the actual impact? Who is listening/reading/watching/reacting/posting? What next?

But before we rush out for emergency disaster kits and tackle each other for the last loaf of bread at the gas station, let’s get a grip. There may not be quick resolutions to the conflict at the national level. But, there are still core certainties to how we do business as PR professionals. Our approach still has a strong bearing on how our organizations and clients are perceived and positioned in the public eye. While techniques and vehicles for communications may be changing, and while tones may be shifting nationally, our professional rules of engagement remain rooted in good faith and good sense:

7 Core Rules of Engagement for PR Professionals:

1. Prioritize Substance and Strategy:

Don’t cave to the pressures of instant news or a 24/7 content cycle. Keep messages informed, backed by the facts, and guided by a long term strategy.

2. Be Credible and Stick to the Facts

Assume that any message or sound bite will be fact checked in real time and plan accordingly. Provide media backup and third party resources for facts or figures. Validate the credibility of any contributing sources.

3. Correct Misinformation Quickly

Humans make mistakes. Most (reasonable) people will correct them. If news coverage or public discussion requires correction, pursue it in a timely, reasonable and politely persistent manner.

4. Save the Flame Wars and Theatrics for the Other Guy

Your credibility (and your client’s) is worth more than a fleeting moment of instant stardom. Resist the temptation to throw a verbal punch for the sake of short term attention or emotional gratification. If you do choose a brazen approach, be armed with the facts and prepare for ensuing attention. Don’t shrink from the spotlight you’ve created.

5. Manage Expectations for Media Engagement, Set the Tone

It’s easy (and dangerous) to assume that your audience shares your understanding of the desired outcome for media relations. Give clients and journalists a clear understanding of the context for your engagement and discuss in advance how the process will work to avoid potentially, derailing surprises.

6. Engage Creatively

Social media content drives news and personal engagement. Period.  While traditional media dukes this one out, new media and social content are driving messages home on a personal level for most Americans. Use creative content development to your advantage, and target your audience and message for higher impact.

7. Embrace Diplomacy

It’s easy to engulf ourselves in heated debate, especially when traditional rules of public engagement seem to have gone extinct.  Keep your personal and political assumptions at bay. Set aside conspiracy theories for your personal fans. Journalists, clients, detractors and allies will listen far more intently to a calm, objective tone than a projectile verbal assault.

Now, to diplomatically resolve who devours that last loaf of bread…

The post Put the Popcorn Away, Today’s Media War Means Good PR Matters appeared first on Fineman PR.

Here are five tips for gaining a foothold with this fast-growing population:

1.       Incorporate Hispanic values into campaigns

Whether Latinos are Puerto Rican, Mexican or Argentinian, certain similarities distinguish them from other ethnicities, including strong family ties, overwhelming sociability and unified communities. When considering how to reach Hispanics, brands need to keep this culture in mind and create marketing plans with Hispanic resonance. Simply translating generic materials will yield only a lukewarm outcome. To get impactful results, brands should base their campaigns on cultural insights.

2.       Earn credibility by partnering with a trusted influencer or institution

Last month Macy’s launched a new clothing line with Thalia Sodi, a well-known Mexican singer and telenovela actress. By partnering with a Latin American household name, Macy’s gained leverage that is likely to translate into increased sales. Macy’s projects that 20 percent of the traffic in its stores will be Latino within a few years, up from the current 16 percent. When asked why this Latina audience is so important, Macy’s chief marketing officer, Martine Reardon, responded simply, “They over-index in buying apparel, food, jewelry, cosmetics and fragrances.” Since Hispanics are one of the country’s heaviest-spending target markets, communicating with them effectively can play a vital role in a successful marketing plan.

3.       Generate awareness at a local level and get results

Last year, Mosaico, Fineman PR’s multicultural division, developed a comprehensive media relations and community outreach campaign for the Mission Economic Development Agency, an organization that serves low- and moderate-income residents of San Francisco’s Mission District, a historically Latino area. The goal of the campaign was to generate awareness of MEDA’s economic security initiatives and boost participation in its programs. By implementing strategic media outreach and conducting an effective media ad-buy campaign, Mosaico saturated local media with MEDA’s initiatives. The result: leaders of the organization saw an increase in the community’s awareness of MEDA and growth in the number of participants at its events. Latinos are very community-focused, so by designing PR and advertising messaging that resonates with their needs, brands can establish themselves as the answers to what community members are seeking.

4.       Engage Digitally

The median age of American Hispanics is 28, compared to 32 for African Americans and 42 for Caucasians. Even more noteworthy is the median age of the American-born Hispanics – just 18 years. As of 2012, 78 percent of Latinos surveyed by the Pew Hispanic Research Center said they go online, and 68 percent reported they visit a social networking site. In an effort to engage with this audience, Kellogg’s launched DiasGrandiosos.com, a website that offers recipes and lifestyle articles designed to reach and engage with the American Hispanic consumer. The site is a great example of how brands can create shareable, culturally relevant content that leads back to a branded website.

5.       Invest now and gain a competitive advantage in the future

By implementing marketing initiatives that target the Hispanic audience now, brands will be one step ahead of their competition in the future. As the audience continues to grow, marketers would be wise to reach out to it now and see what works before it becomes an even larger segment of the population. Companies that are currently reaching out to Hispanics should evaluate their campaigns to ensure that they are engaging with them in a culturally relevant, productive way.

For more information on how you can most effectively reach Hispanic consumers, please visit www.mosaicopublicrelations.com.

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To assure my team gave this sufficient thought and reflection, I asked our junior and more seasoned staff to give me their best definition of public relations, whether it was their own or another, perhaps, that set them off on their career path.

My particular favorite has been around for a while, having originated, I believe, years ago with Denny Griswold of Public Relations News: “The management function which evaluates public attitudes, identifies the policies and procedures of an organization with the public interest, and plans and executes a program of action to earn public understanding and acceptance.”

And, while that works for me, it may be a mouthful for someone – for example one of my junior people – to explain to family members who are trying to understand what their son or daughter, sister or brother, does for a living. So, with the assumption that all organizations need their publics’ goodwill to achieve their goals, here’s a few simpler suggestions from my staff that may help:

There is one other definition that I like – though at this point I’m not exactly sure of the source – but it takes a strong stand on including the public relations function in all high level executive decision making:  “Managing the creation of goodwill for an organization and its products among audiences that can affect its present and future welfare, including the exertion of influence in the formulation of an organization’s policies and direction.” That’s the seat at the table so many public relations professionals have been advocating for years but only few of us have attained.

For context, here is the official definition of the Public Relations Society of America: “A strategic communications process that builds mutually beneficial relationships between organizations and their publics.”

In my next blog, coming soon, I will summarize the definitions and impressions the Fineman PR team came up with for “Brand PR,” the focus of how we practice our profession, and it may be instructive to understand how we incorporate the definitions above in our practice.

The post PR 101 appeared first on Fineman PR.

Today marks the one-year anniversary since the tragedy and horror of the Boston Marathon bombing. Fineman PR client, The San Francisco Marathon, hosted a four-mile run to show solidarity and support for the Boston Marathon. Nearly 250 runners participated and represented the indomitable spirit of the running community. San Franciscans stand Boston Strong!

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