Marketing & Media Relations

  • Nov 19 2016

    The All-Important Elevator Speech

    By

    How many times has someone asked you to describe what you do, what you’re promoting, or what you believe in, and you fumble the opportunity? If you aren’t prepared to answer, it’s easy to fail. What people are often asking (without asking) is “What’s the IMPACT of what you do, what you’re promoting, or what you believe in?” They want to know why it matters, and how it affects them.

    Let’s use my communications work as an example. What do I do? I do a lot of writing: columns/blogs, press releases, marketing plans, and website content. Are you bored yet? I am.

    If I have the length of an elevator ride to share what I do, it’s gotta be interesting. I try to figure out what it is about my work that would be valuable to someone.

    To the experienced CEO with too much on his or her plate, I could say something like, “By ghost-writing your blog, I help broaden your influence, establishing you as the expert and thought leader you are. I can take your ideas and use your voice to connect with your audience. That leaves time for you to do what you do best.”

    I like the direct, concrete approach, but there are many great approaches. Using advice from one of my favorite marketing books, Chip and Dan Heath’s Made to Stick, I recommend incorporating several of the following attributes into your elevator speech: simplicity, unexpectedness, concreteness, credibility, an emotional appeal, and/or a great story.

    If you’d like help developing your elevator speech, let me know.

  • Nov 08 2016

    Free Press Release Template – Learn to Write a Professional Press Release

    By

    Here are instructions on how to write a press release in the form of a press release.

    FOR IMMEDIATE RELEASE

    Date

    CONTACT: Name, Title
    (707) 462-1954
    e-mail

    Headline – First Opportunity to Pull the Reader In

    Subhead – A little more enticing information

    City, ST – Start with the “lede” (the first sentence). The lede should be the most succinct way to share who, what, when, where, why, and how. By the end of the first paragraph, all the most important information should be clear. You do not have to cram the “who, what, when, when, where, why and how” together into the lede, but you must address enough of these critical questions if your communication is to be acted upon.

    The lede should include elements that make a press release newsworthy, such as timeliness (recent event); significance (how many people are affected by the news); proximity (geographic or affiliation—can we relate to the news?); prominence (famous people, elected officials, local opinion leaders); and/or human interest (appeal to emotion, the way we are all connected – this will often be your hook). Answer the questions you expect people to ask.

    Format the release with most important information at the beginning to the least important at the end (“inverted pyramid”) – a news editor should be able to cut from the bottom up and still include the most important information. Use quotes to illustrate or expound on subjects; don’t use quotes to repeat exactly the point made in the press release verbiage. Attribute opinions to the people who express them. Otherwise, use short, simple sentences to share facts. Avoid flowery writing, and do your best to adhere to Associated Press (AP) style.

    Double-space printed press releases. Single space electronic press releases. If submitting the press release in paper format, include –more– at the bottom of every page until the last page. On the last page, include a triple hash mark (###) at the end of the release. After the hash mark, you can include the organizational footer text.

    Always submit a photograph with your press release, if possible. The photograph shouldn’t be static, but interesting and illustrative of the news in the press release (e.g., rather than having a donor handing a check to the executive director of an organization, photograph something that helps the audience understand why the donor was compelled to give–take a photo of people in the organization doing their thing!).

    In the final paragraph, be sure to include details about time, place, and contact information (especially if the press release is about an event). Leave readers with a desire to get more information and then tell them how to do so.

    ###

    Jendi Coursey is a communication strategist based in Northern California. She loves helping clients communicate so they get what they want. Learn more at jendicoursey.com.

  • Oct 31 2016

    3 Rules for Effective Messaging

    By

    1. Stop while you’re ahead

    Do you want people to remember what you tell them? Then don’t tell them too much. We live in a society with a very short attention span. As you develop key messages, choose your top three points and save the rest for your white paper or e-book. Seriously, how many points could you remember if someone started sharing an avalanche of information? Studies tell us three is a safe number.

    2. Solve a problem

    People are fond of learning how you can help them. Don’t tell people about your product or service; rather, explain clearly and succinctly how you’ll solve their problem.

    I could say, “Blah, blah, blah…I’m a communication coach and I help people develop communication plans and better communication skills. Blah, blah, blah.” Or I could say, “You know that guy who interrupts every meeting? The one who also talks behind everyone’s back? I can help you create a culture where he shapes up or chooses to leave the organization.”

    3. Emotions rule

    People make decisions based on emotion. Facts and figures are great (and they should support your messages), but plucking people’s heart strings tends to get a response.

    How many times have we all vowed to eat better and exercise more? Several hundred well-researched books clearly illustrate the scientific basis for improving health with these two actions, but until we understand our emotional relationship with food and exercise and body image, it’s tough to make a change.

    So that’s it. Three simple tips. Although it’s tempting to include more then three key messages: resist. And I know it’s easier to talk all about what you offer rather than what others need, but it’s not nearly as effective. Finally, if you can only remember one key point from this blog, remember this: it is your heart and not your head that usually wins the wrestling match when it comes to influencing your decisions.

    Jendi Coursey is a communication strategist based in Northern California.

  • Sep 15 2016

    10 Tips for Talking to the News Media

    By

    1. Get clear on your talking points; then talk to journalists.

    Before anyone from your organization speaks with a journalist, be sure you know exactly what you want to say. Don’t let anyone pressure you into talking before you’re ready. It is perfectly allowable to ask a journalist when their deadline is, and offer to call them right back (before their deadline so you can influence the story, but after you’ve established your key message points).

    1. Don’t go “Off the Record” or provide “Private Background Information”

    Members of the media are interested in a story. Editors can overrule their journalists about what gets included in a story, and your private information can end up on the front page. So, only share information that is truly public. This is also true when it comes to interviews: the casual conversation you have with a reporter before or after the “official” interview is still part of the interview. Off-hand comments can become the major focus of the story, if you’re not careful.

    1. Use the Perfect Pause.

    When someone from the media asks you a question, take a moment to think about how to answer. Briefly pause after every question to think. Take a breath. You will be more focused and articulate if you are not trying to talk and think at the same time.

    1. Avoid jargon, but don’t dumb your information down.

    Be sure to avoid acronyms, education-speak, and jargon. This type of language is particularly problematic for English learners. It’s fine to tackle a complicated subject; just be sure you walk people through it. This allows you to be regarded as an expert and appreciated for your candor.

    1. During interviews, be ready for the questions that you know will come.

    While you cannot predict every question, you can predict the types of questions you’ll be asked. Be sure you’re ready for these, especially for a live broadcast (radio, TV):

    • Questions you don’t know the answer to
    • Response: “Interesting question. Here’s what I can tell you …” and then share what you know
    • Questions that call for speculation
    • Response: “I can’t speculate, but here’s what is clear…” and then stick to the facts
    • Questions that ask for your opinion
    • As a spokesperson for an organization, your opinion is considered that of the organization. Be aware of your role, and don’t give a personal opinion that runs counter to your organization’s stance.
    • “Not-so-simple” yes/no questions
    • If someone says, “This is a yes or no question. Where do you stand?” You can respond with, “Well, it’s not that simple.” And then give a thoughtful answer.
    • The question you’ve already answered, asked in a different way
    • Sometimes reporters don’t get the answer they want, so they’ll ask a question that is substantially the same as one they’ve asked. Be sure to stick to your message, and don’t get exasperated. Just politely answer the question the same way you did last time. (If your tone gets snippy, the reporter can use that against you.)
    1. Get quoted accurately.

    Stick to limited talking points and speak slowly enough for a reporter to keep up. When talking to a reporter over the phone, listen for the sound of typing or writing, and slow down to let the reporter stay with you when needed. Also, while reporters are under no obligation to do so, many will read back your quote if you ask them to. Finally, you can offer to send them your quote via email, so they’re sure to get it right.

    1. Build relationships.

    If you share information with reporters regularly (and before they must come looking for it), they will appreciate it. Having good relationships with reporters is helpful during good times and crucial during bad times.

    1. Tell your story.

    In a void, reporters will share the story they find. If you share your story, and it’s a compelling one, reporters are just as likely to tell your story as anything.

    1. Refer to your media kit.

    Offer comprehensive background information and engaging photos/video via your media kit. Once an interview is over, refer reporters to your website’s media kit.

    1. Be sure the reporter can get back in touch easily.

    Depending on how a reporter was routed to you, he or she may not have your direct contact information. It is in your best interest to be available for questions and/or fact-checking.