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How to Pitch Your News Story to The Wall Street Journal

by at 12:59 pm 16 Comments

on air signWhat’s the secret to grabbing the attention of a reporter at The Wall Street Journal? For the answer, I went straight to the source. I spoke with Gordon Deal, host of The Wall Street Journal This Morning, a syndicated business and news show that’s broadcast on 200 radio stations around the U.S.

Deal says he looks for three specific elements in an e-mail pitch.

1. The pitch has to be unique. “You have to think, ’Is our story going to improve the life or business of someone else?  How unique and relevant is it?’  That’s the filter I would ask someone to put themselves through when looking for a media hit.”

2. The pitch has to be concise. “We all get so many e-mails that we’re tired of reading them. The subject line is your ticket in. It’s got to capture the idea and the readers interest in just a handful of words. If I get so far as to open the e-mail, the final selling point has to be those first two lines because, chances are, I’m not going to get to that second or third paragraph. The sooner you can make your point, the better. Use the subject line to open door, and the first two or three sentences  to kick the door open and get invited in.”

3. The pitch has to be timely. ”We’re looking for people to provide relevance. Look at current trends. I do a small business podcast. Maybe you have a great marketing idea, or a different kind of lending and financing deal, or a unique take on hiring people from a large pool of candidates we have in this economy.”

If you want to pitch your small business story to Gordon Deal, his e-mail address is gordon.deal@wsj.com. His programs are available at http://www.wsjthis morning.com. Listen to the small business podcast at http://www.wsj.com/smallbusiness. Please let me know about your success stories.  I’d love to share them in a future post.

By the way, if you’re looking for tons of content like this on news, PR, Social Media, communication and business, sign up for my free 21-day video series, “Speaking of Communication.”

(Photo Credit: DPlanet)

Filed Under: Business, Communication, content, Creativity, media, News, Public Relations, publicity, Success, Writing Tagged With: , , , , , , , ,

7 Signs You’re Not Paying Attention

by at 1:45 pm Leave a Comment

3 d boxAttention is a hot commodity. No one seems to have any. That is, except the gamers and medicated folks. They can stay on task for hours. I know because I live with a couple.

For the most part, the rest of us are distracted, disengaged, and bogged down with irrelevant things that people insist we have. In fact, the Federal Banking Minister from the Free Republic of the Province of Tanzania just sent me a lovely note yesterday!

Anyway, this week, I decided that instead of simply deleting newsletters and group invitations that keep arriving in my in-box, I would actually unsubscribe. As I was doing this, I realized I never actually signed up in the first place!  These people found me, and now they claim they are, “Sorry to see me go.”  They ask in the unsubscribe message, “Why are you leaving?” Ugggh.

I’ll tell you why: I’m putting my attention elsewhere.

Do you think you’re pretty good at paying attention? Do you recognize any of these 7 phrases? Have you used any or all of these in the past week?

1. “I must have been asleep at the wheel.”

2. “Where is my head?”

3. “I didn’t notice.”

4. “Where was I when all this was happening?”

5. “Are you sure you told me??”

6. “I’m on autopilot.”

7. “I’m in such a fog.”  Translation: My head is up my rear end.

What can you do right now to commit to paying closer attention? What distractions and mental clutter do you have to clear out so you’re fully present —in business and life?  Give people in your life a wonderful gift that’s absolutely free. It’s the gift of your attention.


(Photo Credit: Krossbow)

Filed Under: Business, Communication, Interpersonal Relationships, Leadership, listening, rapport, Success Tagged With: , , , , ,

A Short Quiz for PR Pros

by at 1:44 pm Leave a Comment

DSC05361







Back to school we go! Here’s an easy multiple choice quiz to help determine your PR success. No cheating.

1. When your client texts you on Tuesday at 8:46 pm for no real reason, you:

a. Curse under your breath and hit Ignore

b. Offer an abrupt reply and then curse under your breath

c. Kick yourself for giving him your cell phone number to begin with

d. Secretly wonder if he has a life — and pour yourself another glass of wine

2. Your boss insists you take over 12 accounts on tech platforms, of which you have zero interest and knowledge. You decide to:

a. Smile and head for the restroom

b. Giggle quietly. Silly boss! If I wanted to learn something new, I’d get my Master’s Degree

c. Try your hand at pitching something to the NY Times tech reporter

d. E-mail an old friend you used to call “propeller head” and see if the geek can offer a quick tutorial

3. A prospective client e-mails you a link to his company, his desire to get publicity, and the loaded question of, “What’s your fee?” You:

a. Forward his note to your colleague in the next cubicle with a  “WTF” in the subject line

b. Wonder aloud how these dream clients keep finding you. Is it the perfume or the sign that reads “dumbass” on your back?

c. Look at his website and tell him the fee for a proposal is $300

d. All of the above

4. You find out your “favorite” reporter and his entire department has been downsized. You consider who may take his place. Someone who:

a. Just finished writing a story for the campus newspaper. Hey, they needed a front page feature on the Battle of the Bands

b. Doesn’t recognize the names Edward R. Murrow, Peter Jennings or Diane Sawyer.

c. Can barely name all 50 states but is a pro at Foursquare

d. Runs around with a state-issued press pass but couldn’t ask a solid question during an interview if his i-Pad depended on it

Should we grade this one on a curve? Room for improvement?

Filed Under: Communication, media, News, Public Relations, publicity, Success, Writing Tagged With: , , , , , , , ,

5 Ways to Think Like a News Reporter

by at 1:42 pm 4 Comments

Kid pitching baseballI can’t tell you how many times I’ve heard the phrase, “Think like a reporter.”

Instructors, media pros, and PR wonks tell laymen this all the time. But what does it really mean? How do reporters think? And why do you need to be privy to this information?

You can’t effectively pitch stories to anyone in traditional or social media if you don’t understand how their minds operate.

I was a news reporter. Please, allow me.

Here are five tips to help you figure out what they are looking for in a story.

1. Answer the question: “Who cares?” Every time someone pitched me a story, the overriding, nagging question in my mind as I listened or read was, “Who cares? Why should I cover this story?”  When you write your pitch or press release, be sure you can answer that question. This is about the content the reporter or blogger provides to their core demographic; their audience. Consider this powerful statement: How does my story affect and impact their audience?

2. Understand the medium. Some stories have great visuals and are perfect for TV, video or print. For example, the demolition of a sporting arena is visually appealing but isn’t as impactful for radio news. Think about the elements available to you and how they can complement your words and storytelling.

3. Put a face on your story. News is about people. People love great stories. Yes, a quote from an author, CEO, or board member can suffice, but it’s dull. Look for a person who has been directly affected by your news. They will tell a much better and different tale. They can get to the emotion because they actually experienced something. That, my friends, is the connection to the audience. It’s all about the human factor.

4. Find something new. A good reporter will ask the question, “What’s new here? Has something happened that we haven’t covered yet?” Look for new statistics, updates, or a fresh angle.  Clue: In the word “news” is the word “new.”

5. Give them the right tools. Like you, news decision makers want things to help make their jobs easier. I worked in radio. People would send me cheesy pictures in the mail of their CEO accepting some award. Forget the picture (this was pre-Internet). I needed a voice; a sound bite for my on-air newscasts. Come on, could I go into the news booth and hold up the goofy picture of the CEO and his award? Of course not. The PR person could have easily called me and arranged for the CEO to speak with me for literally two minutes so I could record the conversation and get his audio on the air. Instead, the picture and story landed in the trash. So did their credibility. You may notice that common sense is helpful.

In the end, reporters tend to be naysayers. They are so inundated with irrelevant phone calls, e-mails, texts, and general crap that it’s easy to become jaded. Mix in lousy pay, a fiercely competitive industry, and crazy hours. The mindset of, “Make my day” rules their world. It’s your job to do just that–make their day.


(Photo Credit: Jonathan Rossi)

Filed Under: Blogging, Business, Communication, content, Creativity, media, News, Public Relations, publicity, Social Media, Writing Tagged With: , , , , , , , , ,

The Reason Helicopter Parents Succeed Online: 5 Ways to Hover

by at 1:28 pm 2 Comments

hovering helicopterI’m coming clean here. I am a Helicopter Mom.

My kids are now 17 and 15. They are from a new world and generation of fear and freedom that my husband and I never experienced growing up.

As a Helicopter Mom, I have ”hovered” while my Stephanie and Danny attended birthday parties, school festivities, and sporting events. As they’ve  gotten older, I’ve conveniently hovered over the computer to sneak a glance at their Facebook conversations. This has nothing to do with having a uterus. My husband has done the same. Just not as often, and in his own special way.

I’m happy to report this parental hovering has served me well in Social Media. Yes there is a connection. We observe. We listen and read. We watch patiently.

Here are five benefits that being a Helicopter Parent offers us in Social Media networking, such as LinkedIn questions, forums, and especially online chats.

1. Case the joint. No, the chat is not akin to Dragnet or Adam-12. I don’t recommend sneaking around corners and hiding in shrubbery (Yes, I did that when the kids were in pre-school; just checking that they weren’t playing alone in the sandbox).  Call it lurking or call it listening. The key is to simply hang around before the chat gets underway. Most people don’t arrive “fashionably late”; they start assembling well before the content starts buzzing. Note to self: Identify a few movers and shakers.

2. Pay attention. Hover and watch as the conversations unfold. This gives you insight into personalities, style, and expertise.  Note to self: Jot down names and handles of people you can follow-up with after the chat. Who would you like to eventually connect with offline?

3. Look for clues. If you pay close attention before jumping into conversations, you’ll notice who the naysayers and rebels are. Who are the stronger personalities that may clash with others? Do you want to engage with them during the chat or could it be an effort in futility? Some people know everything. That’s nice. Note to self: Avoid toxicity whenever possible.

4. Recognize the BFF’s. When you hover, you’ll notice those who have the friendly and long-time relationships. Look for history. Look for clues, like :) )), !!!!, OMG, and . Do you want to try and jump into these conversations and inside jokes with the Best Friends Forever? It could be awkward. Note to self: There are cliques of people everywhere. Enter at your own risk.

5. Watch their language. If your goal is to learn more about an ancillary or vertical niche that you’re not well-versed in, notice the lingo, acronyms, and industry jargon that’s being thrown around.  Note to self: Do your homework. Read trade publications and subscribe to blogs and e-zines.

You can learn plenty from being a fly on the wall and hovering for 10 or 15 minutes. These tips lead to building rapport, interpersonal relationships, and business.

PS: I’m getting rave reviews from people who have subscribed to my 21-day free video series, “Speaking of Communication.”  Topics include PR, creating content, Social Media, public speaking and sales. Sign up here!



(Photo Credit: Michael Ransburg)

Filed Under: Business, Communication, Interpersonal Relationships, listening, Online Marketing, rapport, Social Media, Social Networking, Success Tagged With: , , , , , , ,

Hello, my name is dumbass

by at 1:20 pm 11 Comments

Dunce capSometimes you just have to break out of your shell and do something a bit daring. Hence the title of this post.

In my Social Media travels, I’ve made note of five things that can stop people from reading your blog, visiting your site, connecting with you…and buying from you. 

The  five items below can negatively impact your credibility and online image. Here they are, in no particular order.

1. A Tweet that says “I just worked all day on my new blog post. Read it at________.”  A touch of Jersey sarcasm here, but no one cares about how long you struggled to create your genius post. Just tell me what benefit it offers to me (your reader)–what can I learn from your prose and insights. It’s not about you, silly. It’s all about me.

2. Please RT. I’ve always been a bit rebellious, so don’t tell me what to do. If I like it, I know I can re-tweet it. Now sit down, Skippy.

3. A message or Tweet that says “I need 12 more followers.” Please refer to Rule #14-C in the Social Media handbook. It’s about quality relationships and not quantity. Quit counting and start creating. Then you’ll have plenty of followers and you won’t need to beg. Desperation is very unappealing in the marketplace.

4. A profile that claims you’re a leader in your industry, and you just joined Twitter last month. This raises a red flag. If you’re in marketing, public relations, branding, or advertising, tell me this: Where have you been??

5. A message or headline that includes words like “new” , “trends”, and “top” —and when I click the link, the article or post is a year old. In the digital time zone, that belongs in the Smithsonian.  Take a minute to freshen up your Tweet. Hey, we’re in real time.

I vented. I feel much better. You?

(Photo Credit: Cracker Country Living History)

Filed Under: Blogging, Business, Communication, Marketing, Social Media, Social Networking, Writing Tagged With: , , , , , , , , , , , , ,

The Real Secret to Business Growth and Making More Money

by at 1:19 pm Leave a Comment

writingYesterday in Part One of my interview with Nametag Scott, he shared insights on creating a “reservoir full of ideas that never run dry.”  Today in Part Two, Scott says when trying to drum up new ideas, products and services, the “build it and they’ll come” model doesn’t work.

“It’s easy to get caught up in this idea of ‘if you build it they will come’.”  That’s a lie. I would substitute, ‘if you write it they will come.” Everything I’ve done in my business is because I have written something. Every dollar I have made is because I wrote something and someone read it, and they found me. So my philosophy is if you write it they will come. Now obviously you have to write it well and it has to be written in a way that evokes a response. There are certain things that increase probability. The secret is you can’t make people come to you, can’t make customers buy, and you can’t make people talk about you. If you want to spread the word, build remarkability into your product from the beginning.”

Scott and I also talked about how to attract new business. He says this is not about selling.

“Ultimately selling isn’t selling; it’s solving. It’s positioning yourself as the answer and solving pervasive, expensive, urgent, and relevant problems for your customer. The secret is to position yourself as the problem-solver. You look the customer in the eye and ask,  ’Is it of value to solve this problem for you?’ and they say ‘well yes of course I’d love to solve my problem’ …and you respond ‘well great, I’m the answer…sign here.’’

Thank you Scott for reminding us that being a problem-solver and not a salesman will pay longterm dividends.


(Photo Credit: churl)

Filed Under: Business, Communication, content, Interpersonal Relationships, rapport, sales, Writing Tagged With: , , , , , , , , ,

How to Dispel the Myth of Writer’s Block

by at 1:17 pm 6 Comments

human brain“Nametag Scott” (a.k.a. Scott Ginsburg) is not only an interesting guy to speak with; he’s an innovative businessman who has the courage to allow his creative and entrepreneurial instincts to thrive.

If you’re not familiar with him, Scott’s been wearing a nametag since he was in college, some 10 years ago. He says he walked out of a campus event, left his nametag on his shirt and people were suddenly quite friendly. They told him he was ”approachable.” And with that, Scott built an enterprise. He’s written 12 books, and is a professional speaker, consultant, and award-winning blogger. He also created NametagTV.com.

I recently interviewed Scott for my “Winning Ways” series on successful leaders. I’m happy to share his insights on creativity and the myth of writer’s block.  Here’s Part 1 of our conversation:

The Endless Reservoir

“Writers block doesn’t exist. It’s a lie. There’s no such thing as writer’s block because writing is an extension of thinking, so you don’t have writer’s block you have thinker’s  block. If you want to become a better writer, you need to become a better thinker. People ask me all the time how I come up with so many ideas and so much content. They complain they can’t find anything to write about.  Are you kidding me?! Do you live on this planet?! It’s easy to get ideas. Creativity is nothing but active listening. That’s it. ….every morning I don’t decide what I’m going to write.  I just listen for what wants to be written.  That’s the challenge for anyone in any form of art.  Just listen to what wants to be written. It’s everywhere; pay attention. There’s an endless reservoir of stuff to write about. No, I’ve never had writer’s block and I never will. It’s not because I’m an amazing writer.  I make observations, I listen, I write everything down. I’ll always have a full reservoir.”

Not Everyone’s a Writer

“People have this misconception that writing is with your hand. Not at all. Remember that writing is an extension of  thinking. You can talk on a video camera and then  have it transcribed. Here’s another idea for non-writers. You can find someone who is great on riffing with you who has a somewhat comparable brain style. Sit down with them, turn on the Flipcam, give them a list of questions to ask you, and have them provoke you.  That’s because you always say better stuff when you’re just chatting. Then have it transcribed. There are so many different ways of getting your thoughts on paper. It’s not about writing. It’s about thinking. Consider yourself as a thinker, find out how you can get what’s within your brain onto paper. There’s a million ways to do it that satisfies every learning style.”

Part Two: More with Nametag Scott and building business.

By the way, if you want to refine your communication skills and learn more about blogging, Social Media, PR, and sales, sign up for my 21-day free video series, “Speaking of Communication.”



(Photo Credit: Ethan Hein)

Filed Under: Blogging, Business, Communication, content, Creativity, listening, Motivation, Online Marketing, Social Media, Social Networking, Success, Writer's Block Tagged With: , , , , , , , , , , ,

#1 Skill Employers Want in PR & Corporate Communications

by at 1:16 pm Leave a Comment


httpv://www.youtube.com/watch?v=y_-hbGobhKQ

Transcript:

I asked Mark Ragan, CEO, Ragan Communications, what piece of advice he would offer to newcomers in the Public Relations and corporate communications field?

“I tell students that if they want to get hired immediately, the best thing to do is get involved in all of the new tools and platforms. Become very adept at shooting a flip video, know how to edit video, know how to do podcasts, and of course it goes without saying, know how to create Facebook pages, know what Foursquare is, and what Tumblr is. Be on top of all of those things, because the #1 thing that employers are looking for in PR and corporate communications is someone who can handle all of these new tools and platforms.”

Mark and I invite you to visit PR Daily -a free PR, Social Media and Marketing e-zine published by Ragan Communications.

Filed Under: Blogging, Business, Communication, Creativity, media, Online Marketing, Public Relations, Social Media, Social Networking, Webinars Tagged With: , , , , , , ,