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Five Basic Tips for Writing Better News Releases

Written by Peter Perl on . Posted in Building Credibility.

The primary goal in much of our work is to get our clients’ stories out there to the general public in a way that explains and promotes their best efforts. I worked in the media for 40 years, including 33 years at The Washington Post, and over the course of my reporting and editing career I read (or at least glanced at the headlines of) many thousands of news releases to decide whether they were worth publishing in some form and whether there might actually be a substantial story worth assigning a reporter to tell our readers.

As a Post editor, part of my job was training young reporters, and the tips that I shared then still apply for much of the work we do in public relations. Mostly, these are simply common sense, but I always find that when I drift away from them, I can run into trouble.

  1. SLOW DOWN! Deadlines can make you sweat and drive you crazy. You’re watching the clock. You’re worrying about all the other things you have to do. You’re thinking that you better start typing right now. But there is a Zen concept that applies here: slower is faster. Slowing down will center you. Allowing yourself to spend just a few minutes gathering your thoughts and outlining the main points you need to cover will result in saving you a lot of time when trying to go faster.
  2. GET THE FACTS STRAIGHT! This is perhaps the most crucial point of all. You have nothing more valuable than your reputation and your credibility. If you put out information that is clearly incomplete or, worse yet, incorrect, people will remember it. We work hard on our earned media strategy and outreach, but the media will only devote their time and energy to one type of source: the trusted one. Lose that trust and it’s virtually impossible to regain. This is also fundamental in reference to your client: if they lose faith in your accuracy and carefulness, you’re toast. When in doubt, check it out!
  3. KEEP SENTENCES SIMPLE! Reading a piece of writing should be an easy, smooth, non-stop experience for the reader. The more complicated your sentence, the more likely to make the reader stop and have to re-read what you’re trying to say. The best, clearest and most effective writing is in the active voice—the traditional Subject-Verb-Object structure is almost always more clear and impactful than a sentence with a variety of clauses and a bunch of commas.
  4. KEEP WORDS SIMPLE TOO! A news release is not an academic treatise or an epic poem. You want to convey information as clearly and easily as possible. In health care and science communications, we use complex and technical language. But we shouldn’t overburden readers by showing off our vocabulary. The more hifalutin big words that you use, the more likely you are to force the reader to have to stop and look up the word—or, worse, just stop reading. Generally, it’s a helpful rule not to use a written word that you would not also use in your conversational speech.
  5. PROOFREAD! THEN PROOFREAD AGAIN! This is just as crucial as ‘Get the Facts Straight’ because good proofreading can catch virtually all your mistakes. Hitting the “Send” button without thorough proofreading is a very risky move. Having the discipline to proofread twice can make a huge difference. I recommend proofreading aloud to yourself (in a whisper, usually, so you don’t bother your co-workers) so you can actually hear what your sentences sound like. Then, take a short break and come back to proofread again. You’ll be surprised at how much better you can make your final version.
Sharon Reis

Interview with Sharon Reis, Bulldog Reporter

Written by Staff on . Posted in Firm Culture.

The Reis Group was a Silver Award winner in the “Best New Agency” category in Bulldog’s 2018 Stars of PR Awards. This interview also appeared in Agility PR Solutions. 

Sharon Reis, Principal, The Reis GroupLength of PR career (so far): 25 years

Your most memorable campaign: Launching the first ever Colorectal Cancer Awareness Month

Number of 2 a.m. calls from a client this month: None!

Best thing about working at your agency: The culture of support, respect, and building on each other’s strengths.

Last time you didn’t do any work all weekend: I can’t remember! Is that even possible in this industry?

Most misunderstood thing about PR: It is not about being a people person.

Most interesting thing about your job: The issues we work on are truly meaningful and the leaders and scientists are mind-blowing smart.

Number of meetings you were in last week: Hmmm. Do I really want to share that number? Let’s say more than 20, including both internal and external meetings.

Your nightmare client in 3 words:  Disrespectful, lazy, uncaring

Rate your math skills from 1-10: 8

Best advice to a PR student: Work hard and give it your all. You get out of it what you put into it, so always aim for more than 100 percent.

What do you read daily? All the news I can get on my phone. My favorite news source is 60 minutes. I learn so much from their stories.

Sharon Reis, Principal, The Reis GroupFavorite way to de-stress: Meditation. It is truly a game-changer and takes practice and patience.

The moment you realized PR is more fun than you thought it would be: The day we opened The Reis Group, I realized that PR can be a lot of fun with the right team around you.

Worst PR crisis in the news this year so far: The college admissions cheating scandal

Favorite non-work hobby: I am surprising myself with this answer, but I love cooking healthy, gourmet meals for my family on the weekend and prepping meals for the first part of the week. American’s Test Kitchen is my go-to source for delicious and fancy recipes.

Cocktail of choice: Cosmopolitan with Ketel One vodka and Cointreau. I’ve been drinking it for years. When I find something I like, I tend to stick with it.

Childhood “dream job”: Marine biologist or a baseball announcer

Your next big adventure: A safari

Your ideal Saturday: Working out, spending the day with my daughters and having a nice dinner with my husband and friends.

What will 2019 look like for health care PR?

Written by Sharon Reis on . Posted in Firm Culture.

In looking toward the year ahead, there are many ways—known and unknown—that the public relations world will be changing and evolving. As health care PR professionals, it’s vital to the success of our clients that we find new ways to overcome challenges and stay on top of the important trends in our field. Here are few that have caught my attention recently:

  • Smart technology is emerging as a hot PR tool for 2019. Alexa, Siri and Google Assistant are changing the way many people are working—even some surgeons in the operating room! —and these devices have great potential to effect how communications experts reach our target audiences. It’s definitely an area of great excitement for the coming year.
  • Earned media and a well-written news release are alive and well. I remember two years ago one of my esteemed colleagues in the industry said to me: “You still do earned media?” implying it was long since dead and fully replaced by digital. Fact is, the news media’s power continues to grow, and news releases remain essential for communicating complex scientific or policy information in a thorough yet concise way.
  • More boards are valuing what PR can do for their organization’s national profile. More and more CEOs and their leadership teams are being encouraged, if not mandated, to raise their industry profile and demonstrate expertise in their field. PR’s role in building thought-leadership has never been stronger.

While there is much to be excited about, a few challenges remain to be overcome for health care PR agencies.

  • The RFP process is problematic and time-consuming. Our industry needs to figure out a better way to use our time and yet still produce high-quality proposals for potential clients to review and make thoughtful decisions.
  • Hiring continues to be tough. More and more, we are interviewing potential team members who seem to be able to do only one thing for clients. For younger applicants, that tends to be digital, while more seasoned professionals have an expertise in writing. We are doing our entire industry a disservice by not teaching and growing the next generation to have mastery in all aspects of strategic communications. Knowing how to use all the tools in your health care PR toolbox is critical for success, especially if you work for a PR or communications agency.
  • The ability to manage your time is more essential than ever before. Harvard Business Review just published an entire issue on time management. A couple articles: “Make time for the work that matters” and “Are you spending your time the right way?” were particularly insightful because they remind us that, while we might not be in control of our day, we are in charge of how we run through our to-do lists. The issue is must-read for every agency person who likes New Year’s resolutions and strives to be more efficient and effective.

I am particularly excited about the prospects for 2019. PR is thriving and its value is growing. We’ll find new ways to deal with old challenges, and we’ll inevitably be faced with new challenges that will demand more hard work and creativity, which can mean growth opportunities for both people and organizations. Buckle up for an unpredictable ride!

Three Secrets to Successful Media Pitches

Written by Beth Casteel on . Posted in Building Credibility.

It’s easy to see why some communications professionals dread the task of pitching ideas to the media. Reporters can be brusk and impatient and often ignore emails, especially when they’re caught on deadline or being pressed to cover a story that’s clearly not in their wheelhouse. The PR pros who love pitching have a secret: they understand the journalist’s point of view.

The Reis Group has a strong record of getting media coverage that builds credibility for clients by finding that sweet spot between the story that’s good for our client and intriguing to the reporter. When I’m reaching out to media, I find it helpful to remember what it was like earlier in my career as an Associated Press writer to be barraged by unsolicited PR emails and phone calls.

Next time you’re reaching out to reporters, consider these three essential elements to successful media relations:

Target the Right Reporters

Just because a reporter is listed in a media contact database as covering “health” or “tourism,” that doesn’t mean they are interested in a story idea about a health-focused vacation locale. Consider media databases a starting place for building your outreach list. Sending the same pitch to hundreds of reporters who turn up in a search may seem like a good idea since it may reach a lot of journalists; but pitching stories that are irrelevant to most of the reporters on a massive list will only alienate you from the reporter who might be just the right match your next story. Take time to exclude reporters who obviously are not a good fit, then look even closer at names and outlets that remain. A quick online search of the reporter’s name and outlet will give you a sampling of what they’ve covered in the past and provide insights into what and how to pitch them. You can find reporters not in the contact database search by searching for articles on the topic and taking a moment to make sure the idea will be a good fit. Just because a city hall reporter wrote once about an education-related app mentioned at a school board meeting on her beat, doesn’t mean she would write about the homework helper app developed by a client.

Make Subject Lines Clear and Compelling

For any email communication, subject lines are key to getting your email opened. If sending a pitch by email, write a good subject line first. When you’re done drafting the email, look at the subject line again. The subject should be short and compelling. It doesn’t have to tell the whole story. Get the active verbs and engaging ideas into the first few words of the subject line. “Long Company Name is Pleased to Announce…” may get your company or client’s name in there first, but it doesn’t give the reporter a reason to open it. Reporters and editors skim their inboxes looking for good story ideas, and their eyes glaze over when they receive press releases and emails with that same headline and lead multiple times a day.

Keep the Pitch Short and Tailored

Journalists’ most common complaint about public relations professionals is that their pitches seem to indicate they don’t know anything about the reporter or the outlet. As you research reporters and create concise and relevant media lists, make note of each reporter’s specific beat and readership, and tailor the pitch accordingly. Pick out the angle that best fits the reporter and briefly say why you think they would be interested. A few well-written, well-targeted pitches are more likely to get results than mass mailings to reporters who would never write on your topic. When we do our job well, reporters see us as valuable sources and eagerly open emails from public relations professionals who have helped them identify and put together stories that are relevant to their audiences.

With a little imagination and some research, media pitching can be fun and productive for you and the journalist. Take some time to identify the right reporters, to create a compelling subject line, and to tailor the pitch so reporters can quickly see the relevance.

What Can PR Pros Expect in 2018?

Written by Sharon Reis on . Posted in Firm Culture.

To learn more about how the changing national political environment is affecting workloads and to understand how communications experts are preparing for 2018, The Reis Group surveyed members of the Public Relations Society of America, and we are eager to share what we found.

2017 emerged as the year when communications professionals were asked to do more, sometimes a lot more. Just over one-third of PR professionals reported an increased workload and approximately one in 10 said their workload is in a constant state of change because of the political environment. No one said their workload has decreased.

Many were asked to provide ROI projections to justify the investment of time and resources by leadership and subject-matter experts. These findings lead us to believe that our jobs are becoming more challenging, and not necessarily more appreciated–unless we can justify our value.

The current environment is affecting how PR people expect to spend their time in 2018. The top three growth areas are predicted to be social media, messaging, and issues management, followed by thought-leadership, consumer education, and research.

Time spent on earned media, advocacy, and branding is expected to decline in the coming year. This is surprising and brings into question whether the growing competition for share of voice in the media and among policymakers is partly to blame. It’s becoming increasingly challenging to stand out in the roller-coaster perpetual-news cycle.

PR people are worried about the economy, and for varying reasons. One exec alluded to the surging economy driving up demand for communications services. Others voiced concerns about a possible looming recession and the reduction of federal monies that fund health care campaigns and their communications budgets.

Many of these changes are to be expected, so being asked to do more with fewer resources isn’t a new challenge for our field. However, what we are tasked to do on a day-to-day basis is changing, and PR pros need to be ready for this.

If 2017 was a year of increased workload, then 2018 will be the year of figuring out how to stay “present” on a range of communications channels and document the impact you are having for the organization. If you can’t measure it, you probably shouldn’t do it.

Some content for this blog was adapted from an article published in October 2017 edition of O’Dwyer’s.

Thriving in an Uncertain Health Care Environment | O’Dwyer’s

Written by Staff on . Posted in Firm Culture.

The unpredictable policy seesaw we are experiencing with the new Administration and Congress appears to be having a tangible impact on the lives of health care communications professionals, and not just those focused on policy.

To learn more about how the uncertain health care environment is affecting workloads and to understand how communications experts are preparing for 2018, Sharon and Tamara surveyed members of the Public Relations Society of America and shared their findings in the October 2017 issue of O’Dwyer’s magazine.

Below are five key areas to focus on in the coming year.

  • Grow your organization’s social media presence
  • Prepare to respond to emerging issues
  • Build content-marketing expertise
  • Seek new groups to partner with on outreach
  • Do more with limited resources
Download the full article and find out if your team is ready to meet the new demands.

 

>>Learn more about Sharon and Tamara and drop them a hello here.

Social Media Strategies You Need to Know

Written by Emma Salter on . Posted in Building Credibility.

The best campaigns achieve the farthest reach and highest impact, but only if strategic communication professionals have a solid understanding of social media, and also know how to best employ it. As communicators and storytellers, we’ve learned how to do this pretty well and have gathered some key tips to increase awareness or position your brand on social channels:

Make a plan

Spend time researching which sites make the most sense for your campaign. Which platforms best match your message and audience? Study similar campaigns and learn from their strategies.

Understand who your target audience is, and which platforms they frequent

In the planning process, identify the preferences of your audience. Are they incessant tweeters, or would they prefer to pile up lots of likes on Instagram? Brainstorm the types of posts and messaging that are most effective for this specific audience.

Craft salient posts

Think carefully about what you want to say on social and how you can make it most interesting. Make sure that you are weaving core messaging throughout your posts, without being redundant. Strike a balance of timely issues and evergreen content.

Use images and video

If a picture is really worth a thousand words, it’s worth even more on social media, where tweets with images receive 150% more retweets than those without, and Facebook posts with images garner 2.3x more engagement than those without. To ensure that your message sticks, create eye-catching images or include short videos, a trend that has proven very effective.

Post frequently and build credibility

To get your message across powerfully, you must have a consistent presence on social. Create an editorial calendar to help organize your posts. Be informative and relevant, but definitely avoid spamming your audience. Finally, make sure that what you’re sharing and posting is factual and timely to those you’re trying to reach. That’s how you build credibility as a source.

Follow these steps, and you’re on your way to a smart and effective social media plan, PR pros!

Advocacy & Communications on a Budget

Written by Stephanie Wight on . Posted in Increasing Awareness.

Associations large and small grapple with a wide variety of advocacy issues. The Advocacy Leaders Network hosts a series of workshops targeted toward public affairs and government relations professionals to facilitate discussions around various strategies, trends, and case studies important to the field.

A recent workshop, “Advocacy on the Cheap: Changing the World on Any Budget”, aimed to share strategies that could help attendees develop successful campaigns without breaking the bank.

Here are some of the key takeaways that I found most useful for PR pros:

1. Advocacy and communications teams should collaborate on their efforts

This may sound obvious, but several attendees voiced frustration about the communications/marketing team at their organization not always including the advocacy team in conversations or plans surrounding public-facing campaigns. Teaming up on efforts like a national health observance month can be more cost-effective because materials can be re-purposed or cross-promoted to help each team meet their goals.

2. Capitalize on opportunities by repurposing content

It’s important when budgets are tight to get the most bang for your buck when it comes to creating content or leveraging in-person opportunities. For example, if you are interviewing a spokesperson or thought leader around a certain issue for blog content, consider how you could easily turn the interview into a Facebook Live video, or develop bite-sized clips or quotes to cross-promote on social media. Additionally, if you are attending an event, like an annual conference, make sure you are capitalizing on in-person opportunities – through photos, personal stories and listserv contacts for future use.

3. Utilize free or freemium tools for cheap bells and whistles

A great aspect of this workshop was the collective sharing of a variety of tools and tricks that attendees are using to develop materials, graphics and animations for free or almost-free. Tools like thinglink and piktochart help display content in an engaging way, while storify helps curate content to tell a story around a specific hashtag or topic. We also heard great feedback about Lynda.com, an online educational site that offers tutorials for getting started with things like Google Analytics or WordPress, which may be tough or time-consuming to figure out on your own.

4. Find your most engaged audience and help them help you

One of the speakers at the event shared how a moderated listserv he runs serves as an important and simple tool in his advocacy work. The listerv, a basic, text-only email chain, keeps engaged advocates up-to-date on what’s happening on The Hill. Often, the members answer each other’s questions and motivate each other before the team even has a chance to craft a response. In this way, the advocates, or engaged members, are doing the work themselves. This example provides a reminder for PR folks—what tools or community channels can you offer your audience that will encourage them to rally together, facilitate change or take action?

Whether it’s through better collaboration or smarter tools, get to know the right strategies and tactics in order to reach your audience and drive change on a small budget.

The Art of Working Remotely

Written by Lauren Musiol on . Posted in Firm Culture.

According to GlobalWorkplaceAnalytics.com, 50% of the U.S. workforce holds a job that is compatible with at least partial telework, and approximately 20-25% of the workforce teleworks with some frequency. This is a more than 100% increase since 2005, and represents a major shift in workplace dynamics.

Every industry is different, but in the world of health care public relations, our regular work day is constantly changing and allowing for greater flexibility. As someone who has been working remotely full-time for the last five years, I’ve identified several tips for ensuring a successful work-from-home experience.

  • Be prepared–and then prepare some more. When you work remotely – whether full-time or one day a week – you need to ensure that all calls and meetings, both internal and external, run smoothly and successfully. This requires some extra preparation on your part. From making sure that you and your colleagues have all the necessary materials that will be discussed to ensuring the technology you are using works correctly (Ahem… make sure your phone charger is always handy), it is your responsibility to make sure the experience is as seamless as possible.
  • Make sure you have the proper equipment. Working from home should be an extension of your regular workday, just without the commute or the water cooler chatter. So it is vital to that you have all the proper equipment, from computer to phone to software. You must be able to access all documents just as you would if you were in the office, so that it’s always “business as usual” regardless of your physical location. The ability to quickly and easily share screens with my colleagues has been extremely helpful to me, as I have navigated the work-from-home landscape.
  • Don’t underestimate the power of the telephone. Picking up the phone and talking to your colleagues is a huge part of successfully working remotely. While so much of what we do can be communicated via email, there is inherent value to actually talking with your colleagues, building relationships, and clearing up any miscommunication that may occur via email.
  • Minimize distractions. Make sure you have a thoughtfully designated space for your work area. Whether it be an entire office in your house, a desk in a spare bedroom, or a back corner table at a local coffee shop, it’s important to designate the best space for work to ensure productivity. You know your work style best, so make sure you choose a spot that’s compatible with your needs, and with whatever’s on your plate for that day. For example, if you know you are giving an important presentation over the phone, the local coffee shop may not be the best location, as the background may be distracting and can seem unprofessional.

Do you have telework benefits at your company? What are your tips for success?

Also, consider taking this quiz to see if working remotely is a good fit for you.

New Challenges for Health Care PR in 2017

Written by Sharon Reis on . Posted in Firm Culture.

2016 was a year of unprecedented change for our industry, with high-stakes battles over the Affordable Care Act, Medicare and Medicaid, culminating in a watershed presidential election. And, if the first few weeks of 2017 are any predictor, health care communications is heading into another turbulent, exciting, and pivotal period.

To keep up with the relentless pace of change, public relations agencies are facing multiple challenges, all providing us opportunities to grow, evolve, and strengthen PR’s value to clients, colleagues, and stakeholders.

Here are my top five trends for public relations strategists to focus on in the new year:

Demonstrating that PR is helping to achieve business goals will be more important than ever.

Beyond the numbers of impressions and engagements, what are we really getting for our PR dollars? How do we clearly show that we are having an impact?

Client demand for thought leadership will continue to grow.

More and more, CEOs are being tasked by their Boards with developing a national reputation and becoming positioned as industry thought leaders. The PR team will spend more time in this area securing national media interviews, speaking engagements, and identifying editorial opportunities.

Digital amplification will be a crucial core component of every health care PR campaign.

It boosts the impact of PR strategies and demonstrates results with engagement and reach.

The ROI of branded content will be held under a microscope.

We know the potential reach is there, but does it substantially drive engagement and spur action? Or is it just an attempted substitute for a lack of results with earned media?

The RFP process will be more scrutinized.

Clients are concerned with getting the maximum amount of value from their tightened PR budgets. The current cattle call for proposals and presentations often doesn’t result in a win for clients.

So, more than ever, we will all be tested to prove our worth, and we’ll have to make sure that we are ready for just about anything…