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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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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On Sunday, LeBron James, two-time NBA champion, four-time Most Valuable Player and aspiring hero of Cleveland, missed seven of 11 free throws, including two critical misses with 4.2 seconds left in overtime, as Houston, with title hopes and an MVP candidate of its own, held on to win 105-103 in overtime.

After the game, James took responsibility. “I failed my teammates,” he said. But he went further to post a photo of himself on Instagram, sadly looking into a mirror with a raw, revealing message:

“Looking in the mirror tonight after a tough lost of my part like You’re your biggest challenge, competition, drive, obstacle, motivation, etc so it’s nothing u haven’t seen before! Back in the lab tomorrow to continue the drive to striving to be the Greatest I’ve ever seen! #StriveForGreatness”

Enter the Internet. Trolls had a field day, mocking LeBron’s mirror-selfie (here and here). Media ate it up, fanning comparisons to “Saturday Night Live” character Stuart Smalley and fueling the LeBron vs. Michael Jordan debate.

While James may not have anticipated how quickly and pervasively he’d be roasted on social, he can turn that frown upside down because his brand will grow as a result. Here are the top five reasons James’ sad mirror photo will not damage – and could actually boost – his brand.

1. LeBron spoke the truth.  

No one is questioning whether or not James was being genuine. Just look at the typos – any PR staffer would have caught those. If he had tried looking upset when he wasn’t or played off the letdown as if it wasn’t important to him, he’d be criticized for being phony or too self-absorbed. Trust is earned, in large part, by being truthful. James was clearly being truthful in a painful situation, which will bring him closer to his fans.

2. He was transparent.

The greatest athletes have larger-than-life brands that can lose a tremendous amount of value if they offend others. Many big-time athletes – and the brands they represent – closely guard their innermost thoughts and feelings. They tend to avoid controversial issues. Not James. He has been outspoken on civil rights and has weighed in many times on collective bargaining issues. After James’ bad day on the court, he opened up in a telling way, letting us into his thoughts and the mind of a champion. Sure, he was lampooned for a couple of days, but in the long run, James seemed to understand that transparency can differentiate him from other all-time greats.

3. LeBron knew his audience.

James was not trying to win over die-hard fans of rival teams (say hello, Boston) or convert basketball-haters. There will always be critics and people with conflicting interests. James was reaching out to his fans. By opening a window to his soul, he was also letting others who might root for him one day see his brand, unvarnished. Communicate with the people who will listen to you.

4. This is part of a bigger story.

James has 20 games left in the regular season and the playoffs to overcome this embarrassing moment. As Sports Illustrated’s “Chosen One,” he has been building his reputation and brand since he was a teenager. His fans will continue supporting him. Businesses should take note of the importance of reputation building. It will keep you afloat when – not if – you have a bad day.

5. He tapped into sympathy.

In the aftermath of “The Decision,” hardly anyone outside of Miami would view James as a sympathetic figure but, since his return to Cleveland, getting mocked for displaying his raw feelings evokes sympathy. He’s revealing pain and hurt, emotions everyone can identify with. The most compelling messages are often driven by emotion.

LeBron James’ bad day on the Internet will be a blip in the larger story of his career and legacy – one that millions in the U.S. and around the world continue to tune into. Ultimately, his brand gains trust. All brands should sit up and take notice. It’s the long game that counts.

The post LeBron’s Sad Mirror Photo Instructive for Businesses appeared first on Fineman PR.

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.

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