PRologue: Fall Brings Opportunities for Fun and Advancement

Greetings Colleagues:

If you attend no other NCC event this year, do not miss the entirely new format for our annual signature event, the Thoth Awards Gala, on Sept. 25.

This year promises an experience like no other. Held at the Hotel Monaco with a ‘casino night’ theme, we are structuring the event as a networking cocktail party that will honor the most outstanding, strategic public relations campaigns in the Greater Washington area, while keeping the evening light and fun. Join us for casino-style gaming, cocktails, hors d’oeuvres, and a lively evening of visiting with colleagues and friends, all while campaigns from the best and brightest in our industry are recognized and rewarded. Invite your co-workers, family and friends to join in the fun! Space is limited—click here to register now.

September isn’t all just fun and games, we’re also offering another opportunity to “Jump Start” your career by earning your Accreditation in Public Relations (APR). Earning your APR shows that you are an accomplished practitioner—and can even lead to a boost in salary and title. Your first step to earning this designation is NCC’s Jump Start comprehensive overview class, coming up this Sept. 27. Click here to learn more about why so many APRs have found the Jump Start course to be an invaluable part of their preparation and one of the top professional development opportunities available.

On Oct. 1, the 2008 Diversity in Public Relations Summit and Career Fair will provide combined networking and professional development activities at a full-day event designed to promote learning, discussion and information exchange among all levels of experience. Don’t miss the presentation of the Diversity Champion Award and your chance to participate in this valuable event!

For a full listing of upcoming chapter events, see the “Next Up” section on the right side of the newsletter. I look forward to seeing many of you at this month’s outstanding events and hearing your feedback on the new Thoth Gala format!

Sincerely,

Heathere Evans-Keenan, APR

PRSA-NCC President, 2008

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Tickets Selling Fast for Thoth Awards Gala Casino Night On Sept. 25

Celebrate a year of PR success at the Thoth Awards Gala Casino Night with casino-style gaming, networking and cocktails and hors d'oeuvres.

Tickets are selling fast for the 40th annual Gala, which will be held Thursday, Sept. 25, from 6-8 p.m. at the Hotel Monaco. The event honors the most outstanding, strategic public relations programs and components developed and produced in the Greater Washington area. This year's event will feature a new format with extended networking.

Named for the Egyptian god of communication, the Thoth (pronounced "tot") Awards recognize the top achievements in Washington public relations.

International Committee Co-chairs ‘Pass the Baton’ After Nine Years of Service

Compiled by Amanda Piasecki

Ruth Sexton, an active volunteer and Doris Wilson, a former teacher, share how PRSA-NCC brought them together as co-chairs of the international committee despite their disparate backgrounds. After nine years of service to PRSA-NCC, the co-chairs “passed the baton” of leadership to Kimberly Mikec and Cathy Johnson in August. Read the full article here.

PRONet Committee Presents Networking in the Intelligence Community

Shhh… don’t tell. It can be a challenge practicing public relations in a secure environment. The PRONet Committee will present a panel discussion on issues surrounding working in the unique intelligence community on Thursday, Sept. 18, from 6-8 p.m. at Johns Hopkins University in Washington, D.C.  Panelists Richard Willing, public affairs director, Office of the Director of National Intelligence; Dr. Peter Leitner, president, Maxwell USA and former senior advisor, Office of the Secretary of Defense; Fred Lash, APR, senior advisor to the Deputy Secretary of Defense (Joint Communication); and Dr. Kenneth deGraffenreid, professor of Intelligence Studies, Institute of World Politics will discuss how PR professionals should interact with intelligence professionals and how intelligence professionals approach PR.

Johns Hopkins University is located at 1717 Massachusetts Avenue, NW, Washington, DC  20036 near the Metro Red Line, Dupont Circle stop. The cost is $30 PRSA members; $35 non-members and $5 for students with ID. Register on the PRSA-Web site.

Secrets of the Trades: How to Get Regular Ink on Trade Publications        

Why are 10,000 readers better then 3 million? Because they are the right ones. Find out how to better target your publics through the trade media on Tuesday, Sept. 23, from 8-10 a.m. at the U.S. Navy Memorial & Heritage Center.

This session, hosted by the PRSA-NCC Professional Development Committee, will discuss what gets the attention of top vertical trade reporters and how a mastery of your industry’s language will help you become a trusted source at this seminar. In this workshop, you'll walk away with invaluable new insight to enhance your career development and get lasting coverage in key trades including how to develop a story idea that trade journalists will like, how to write for the trades, and how to take advantage of a trade’s digital presence.

Speakers will include Ray Lehmann, Washington bureau chief, Best’s Review, Nick Wakeman, editor-in-chief, Washington Technology, Katy Tomasulo, deputy editor, EcoHome and Carrie Levine, Legal Times, senior editor.

PRSA-NCC Gains Extra Representation At 2008 PRSA National Assembly

Due to an increase in membership of PRSA-NCC, the chapter has been awarded an additional delegate spot for a total of 14 representatives at the 2008 PRSA National Assembly. The Assembly is held annually as part of the international PRSA conference, which will be held in Detroit from October 25-28. In August, PRSA-NCC reported 1411 national and 1166 chapter members.

Jump Start Your Career: Find Out How to Earn Your APR on Sept. 27

JumpStart is an intense, informative, and supportive experience that builds a strong foundation for achieving your APR designation.  The JumpStart course offered by the National Capital Chapter of PRSA was listed as one of the top professional development activities according to a chapter survey in 2006 and is sought out by PR professionals from around the country for its high quality.  The third and final JumpStart course of the year will be held on Saturday, Sept. 27, 2008. The cost is $99 for PRSA-NCC members; $120 for non-members and includes a study binder, breakfast, lunch and full day course.

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Kristin Oberlander

Public Affairs Associate
National Association for the Self-Employed

1)   Why did you join PRSA?

Since I am the sole media liaison in my office, I’d like to be in the company of other PR professionals who “know the language” I speak. I’m also looking to grow and expand my skills, so the opportunities for professional development were a big draw.

2)   How long have you been in the PR field?

2 years

3)   What skills are required to do your job?

I do my best to grow and maintain my relationships with journalists and bloggers. My organization puts out a lot of research material each year, and I like to be the “go-to person” on those materials. My job also requires a lot of writing and editing, as well as talking with micro-business owners.

4)   What’s your greatest career achievement?

For a person who is still new to PR, I’m so glad that I made it to D.C. from Ohio and found a job with a wonderful organization.

5)   Where would you like to see yourself in five years?

I’d love to be the director of a media relations or public affairs department. On an unrelated note, I’d also like to have made it through all of Cold Stone Creamery’s Ice Cream Creations/Sundaes. I’m well on my way, but it’s hard to top Breathless Boston Cream Pie.

6)   How do you begin each day?

I scan the papers and online news sources each day for small business-related news, then I look to see if there are any press events or congressional hearings I should attend that day. Then, after all of that’s finished, I check up on my Hollywood gossip. I’m only human after all!

7)   What’s your dream job?

One that comes with paid parking

8)   Who’s your role model, and why do you admire him/her?

Okay, I’ll be completely honest - it’s C.J. Craig from The West Wing. She’s got such a quick wit and is a champ under pressure.  I never have her classic one-liners until AFTER the fact!

9)   What’s the last book you read or movie you saw?

I haven’t been to the movies in ages, but I just read the book, 21, about card-counting MIT students.

10) Tips for maintaining the elusive work/life balance?

Know how to set boundaries; prioritize; get PLENTY of sleep.

If you’ve joined the chapter within the past six months and would like to receive a questionnaire, please contact newsletter@prsa-ncc.org. To view past new Member Spotlights, visit the membership section of the Web site.

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With the downsizing of newsrooms all over the country, fewer and fewer reporters are accepting follow-up calls due to the higher demand on each individual reporter. In light of this trend, how do you recommend conducting follow-up outreach after sending a pitch or press release?—HH, Bethesda

Dear HH: The trend you cite offers not only a problem for media relations specialists—it’s also an opportunity. As newsrooms reduce staff, editors still have a news hole to fill. Therefore, they are more likely to rely on input from public relations practitioners than ever before.

That said, there are still some fundamentals that guide the relationship between the journalist and the PR person. And that word “relationship” is key. Like all public relations activities, working with the media is all about establishing and maintaining relationships. If you work in a particular field, you may frequently find yourself communicating with the same journalists, if they cover your field. Therefore, it’s important to establish yourself as a reliable source of information. That increases the chance they will come to you for a story as often as you find yourself pitching one.

However, your question seems to assume that there is no relationship between you and any particular media representative. Indeed, perhaps the journalists with whom you used to deal are out looking for jobs, most likely in the PR field! So, you don’t know exactly whom you should be pitching. How about trying this?

• Call (don’t e-mail) the city editor at the newspaper, the assignment editor at the TV station or the news director at the radio station. It’s best if you know their name, but it’s not necessary. When you get the appropriate person on the phone, introduce yourself: “Hi, this is [your name here] from [name of your employer]. I’ve got a good story about [topic of story; for example, left-handed octogenarians and underwater basket weaving]. Who should I speak with about that?” They will probably refer you to a particular reporter, and they may even transfer you to that person’s phone. (Before they do, also ask for that reporter’s e-mail address.) Then you will probably encounter the Voice Mail Monster, who will assure you that the person you are seeking isn’t available but that you can leave your name, phone number and the topic of your call, and they will get back to you as soon as they can. (Right.)

• This is your opportunity. Be prepared to leave a message that is less than 30 seconds in length, identifying yourself, your employer, and the topic of your story. Make it as interesting and newsworthy as possible: “Did you know that an increasing number of left-handed octogenarians are taking up underwater basket weaving in order to alleviate pain from arthritis? It’s also a way for them to meet other people their age and produce beautiful handiwork that is often sold for charity. The National Association of Underwater Basket Weaving is holding a special event this Saturday at 10:00 a.m. They expect dozens of left-handed octogenarians who will don SCUBA equipment so they can work under water for 30 minutes at a time. It’s a great visual story that will shed some light on what it’s like growing older in America as well as a new trend in hobbying. If you want more information, please call [repeat your name and say your phone number S-L-O-W-L-Y and C-L-E-A-R-L-Y].

• Then, immediately, write a short e-mail to that same reporter, referencing your voicemail message and providing enough detail for them to decide whether to cover the story. Direct them to a news release on your Web site, if available.

You will note that this is a completely different approach than that which is normally used: (1) write the news release, (2) e-mail the news release to a bunch of reporters, then (3) call the next day to ask if they got your news release. And there’s a reason.

The media—like everyone else—are inundated with e-mail messages. A news director at an all-news station in Philadelphia told me that he gets nearly a thousand messages a day. “If I read them all,” he said, “I’d be doing nothing else.” So, he scans the subject line of the e-mails in his In Box, just in case there’s a story worth pursuing. “Most of the subject lines are boring, tiresome or just self-serving,” he told me. “The worst is the e-mail that says in the subject field ‘NEWS RELEASE.’” So forget about pitching your story through e-mail right off the bat, because it’s likely to be lost in the hundreds of others that a journalist gets each day.

Why make a phone call initially? Because you want to make a contact with someone whose job it is to cover stories like yours. To them, your news tip might be very important. And besides, you want to lay the groundwork for a relationship with this journalist, because even though they may pass on this story, they might decide to do something with your next one.

Finally—and this is a Cardinal Rule—don’t call a reporter or editor to ask if they got your news release! That’s one of the things media people hate most about PR people.

Regards,

Fred

-Fred Whiting, APR, is a “recovering journalist.”

Do you have a question concerning the practice of public relations that would be of interest to others? Ask a PRofessional! Click on Programs/Mentoring/Ask a Professional or just click here

to pose your question and receive a personal reply. Your question and the answer may appear in a future issue of the PRSA-NCC Chapter newsletter.

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