Category: Professional Development

What TV News Taught Me about PR

Sarah HattmanBlog, Professional Development, Public Relations, , , , , , , , ,

I recently took a trip down memory lane as I converted old VHS tapes and DVDs featuring clips from my career in news into a digital format. Along with my favorite stories, best and most memorable live shots and award-winning stories were several versions of my “escape tape” – a resume reel that is sent to bigger markets in hopes of landing the next job. That’s when it hit me. All those years of compiling and updating my reel taught me valuable lessons about how to effectively pitch the media.

  1. Get to the point quickly. A general rule of thumb when compiling the montage for the video resume is that you have about 10 seconds to get their attention. I cannot tell you how many news directors said they knew within the first few moments of seeing a reporter’s reel if they wanted to hire them. The same can be said for media pitching – especially when speaking with the people behind the assignment desk. Each day the assignment desk receives literally hundreds of emails, phone calls and (in my day) faxes. That’s a lot of information, so when you call be mindful of their time.
  2. Give them a reason to care. I remember critiquing each and every live shot and story I put together to determine if it was good enough to be included on my escape tape. Was it visually compelling? Demonstrative? Engaging? Those same questions can be applied when talking to the media about a story idea. Make sure you are offering them a visual component – especially for television. Succinctly highlight the reasons they should care about your pitch. Does it have a personal element or offer new and exciting information that appeals to their audience? If it does, make sure you spell it out for the journalists. If not, you should probably revisit the pitch.
  3. Highlight your personality. Yes, this might seem a little odd, but I always included lighter moments in my reel to showcase who I am as a person, not just as a journalist. This too can be applied the next time you pick up the phone and call the media. After all, it’s all about developing  relationships with the media. Get to know them and the next time they see your number on caller id or name in an email, they will more likely to pay attention to it.

So, what did my montage look like? Take a look.

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InSpire to Go Digital in 2015

Sarah HattmanAwards, Blog, Professional Development, Trends, , , , ,

We live in a digital world. The movies we watch, the music we listen to and the pictures and videos we take are all in digital form. For some of us, even the books we read are digital. As of 2015, I am happy to say that the the NCPRSA InSpire Awards are also digital.

Looking back, especially after writing the above paragraph, it’s hard to believe the decision was a tough one for me as the awards chair. I kept asking myself, “Will people accept or reject the format change? Is this really the year to make the switch?” But perhaps the biggest question I had was, “What about the thud factor?”

That’s right the thud factor. Having been involved in PRSA awards for several years – writing, submitting and judging entries – I know that there’s something impressive about flipping though an award binder that is stacked full of evidence of the entrant’s hard work and dedication. These binders make a loud thud when dropped on a table.

However, knowing that many other awards submissions are strictly online and the fact that the transition to digital was inevitable, I simply could not justify putting off the switch another year. Aside from just making the decision to make the switch to a digital format, I promised myself that I was going to stick to it. There would be no regrets, no matter what happened. And just think about all the paper we would save!

We are now a third of the way through the process and I’m excited to say that it has been smooth and easy – so far. Sure, I fielded many, many questions about the format and offered my advice on best practices when solicited. On the day of the final deadline, I thought my phone might never stop ringing as the calls came in back-to-back as the clock inched closer to the cutoff time for submissions. But, much to my surprise, no one challenged the format or the submission process.

Then it came time to sort through all 86 entries, organize them by category and enter them into a spreadsheet for the judging chapter. I found this step to be the most challenging, and ironically it had nothing to do with the digital format. In terms of format, it made the process of sending the entries to the PRSA Sierra Nevada Chapter for judging much easier. I did not have the challenge of boxing up all the entries or  lugging them the post office for shipping. There is also the fact that it was more cost effective to share a link with the judges as opposed to ship them.

It might be too soon to say with 100 percent certainty, but I think the digital switch has been a success. I invite you to attend this year’s banquet on May 12 and ask me after the awards are handed out to the winners!

 

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Intern Takes Amsterdam

Clairemont InternBlog, Professional Development, The Clairemont Team, Wonderfully Random, , ,
  • 59,350 Attendees
  • 1,052 Exhibitors
  • 12 Halls
  • 1 RAI Convention Center

Who knew the audiovisual industry was so huge? After spending five days at the Integrated Systems Europe (ISE) trade show in the Netherlands, I learned that there is a lot more to speakers, projectors and TVs than we all think, and ISE, the largest AV trade show in the world, proves it.

Last week, I took a hiatus from UNC, Clairemont and my everyday life to travel to Amsterdam with rAVe [Publications], an all-digital publication and marketing company that serves both the commercial and residential industries. As a reporter for the company, my job was to title and upload more than 1,000 product videos featuring everything from smart home technology to a virtual dressing room.

Screen Shot 2015-02-25 at 9.28.19 AM
Part of the rAVe team at ISE

For those of you who have never attended a trade show, it’s an unforgettable experience. Here’s what I learned from my time with rAVe at ISE:

1. When communicating, remember your audience: Although the official language of the trade show was English, there were many international companies present from all over the world. As a North Carolina native, I tend to talk fast with a typical Southern accent. When shooting videos with international vendors, many encouraged me to slow down and articulate, which I perfected after a few booths. Communication is key in this industry, and it’s vital to keep in mind the culture and language barriers in any professional environment.

2. Take breaks: Sitting in front of a computer can make your head hurt, and being on your feet all day can drain you. Whether you’re working in an office, restaurant or trade show, it’s important to take a walk, drink a coffee or grab a snack to refresh your mind. At Clairemont, we value a break from our work to re-energize — a concept that I certainly practiced at the trade show by making a loop around the convention center or treating myself to a Nutella crepe.

3. Teamwork is key: Just like in every industry, it’s important to remember that you are part of a team. This was definitely true for my time with rAVe. If one member of the team wasn’t on her game, everyone suffered. Having a supportive, creative team made my experience in Amsterdam unforgettable, and I learned how important it is to work with caring people. This is definitely true at Clairemont; I am surrounded by colleagues I love to see when I come to work.

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The last bit of advice taken from my time in Amsterdam is to be present. During my travels, I had a difficult time concentrating on enjoying my time abroad, and instead I spent a lot of time thinking about all the things on my to-do list when I returned home. In work, in school, in travel and in life, it’s important to focus on the tasks in front of you instead of stressing about the next day. So take a deep breath, go for a walk and get to it!

Editor’s Note: This is the second year in a row that a Clairemont intern has been accepted for this project. We understand that it is a prestigious assignment, and we are so proud of Kaitlyn Goforth, the author of this post. Last year, Sam Halle wrote about her experience in a post called (S)Amsterdam.

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The Beauty of Raleigh PR: Day 16 – #pinterest

Jasmin SessomsBlog, Entry-Level PR Job, Professional Development, Social Media + Influencer Engagement, ,

Today I had the opportunity to join a live streaming session on the importance of Pinterest. Pinterest is a virtual pinboard where users can share and display interests and ideas. People use boards to show wedding ideas, interior decorating tips or even their favorite recipes.

This Cision Webinar allowed me to learn a little more about the world of Pinterest as well as how to “Pin down a winning PR strategy.” Jennifer Cario, president of Sugar Spun Marketing, was the speaker for the session.

With 70 million active users, Pinterest continues to be one of the fastest growing social media channels. The website is more than just pictures; it has been described as an inspiration board where consumers can develop ideas for a project. Pinterest is attractive to its fans because there is an unlimited depth of content for users.

According to Cario, the average pin is one hundred times more viral that a tweet and typically receives 11 repins. I bet you’re wondering, “What does Pinterest mean to PR?” Well, let’s take a closer look.

Potential for website traffic 

Pinterest features pictures from different websites; link them to yours and receive instant traffic for similar photos or ideas.

Opportunity to brand a new trend and create content  content     

Since the popularity of Pinterest is constantly increasing, PR firms can benefit from seeing the latest trends on selected boards.

Discover co-opted content ideas         

You don’t have to create all the content that you pin on Pinterest. Ideas can be taken from boards and used for your next big pitch.

No cost to pin           

Choose from a carefully examined combination of sources to make your board come to life. Since it doesn’t cost to pin or join Pinterest, business owners are able to save money.

Ability to be a part of your target audience’s story                                       

Following accounts that may be targets could be an excellent PR move. You can tailor your boards to catch their eyes.

Pitch on boards boards

Have a new business lead? Create a board for the next event or client of choice, and see how quickly they respond.

Create “secret pin boards” within your agency 

Pinterest allows for secret lists of articles and resources on pages that only you and a selected few can see. Add your co-workers and let the creativity flow.

 

Editor’s Note: Clairemont enthusiastically welcomes Jasmin Sessoms to our team! Follow this former beauty queen’s journey as she documents her first 30 days in a Raleigh PR agency.

 

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The Beauty of Raleigh PR: Day 14 – #jobsearch

Jasmin SessomsBlog, Entry-Level PR Job, Professional Development, , , ,

As I neared graduation, I had mixed feelings about finding a “real job.” I did a plethora of job searches on Indeed.com, and although there were hundreds listed, I couldn’t find anything that didn’t require two to five years of experience.

Left feeling blue, I applied all of my critical thinking skills acquired in school. How could I find a job that would be the best fit for me? Whether you are a student seeking a job or a business professional ready to jump ship from your current position, I think you can relate to the difficulty of the job hunt.

I knew that if I could capture a prospective employer’s attention, I could at least get my foot in the door. I took to the web to find methods to enhance my resume and my interview skills. Here are a few tips for any college student approaching graduation in May or job seeker simply needing a refresher:

1. Use your network.

I find that a lot of times people are petrified to ask for help. I was very active on campus and always reached out to my mentors as well as former professors. It’s important when looking for a job to tap into your networking skills.

2. Create a resume that stands out from the crowd.

Invest in a resume that clearly conveys your skills. I think that you can remove unnecessary information and only reference skills that will help you land the job.

 3. Know your strengths and your weaknesses.

I created a simple pitch highlighting my accomplishments, why I am different and what skills separate me from the bunch.

 4. Don’t be afraid to contact the CEO of the company.

Although it may be difficult to find the president’s information, I have found success in connecting directly with the company owner or boss. With a little luck, they might actually enjoy your conversation, expedite the application process and invite you to interview.

 5. Follow up.

After making your initial contact, don’t hesitate to email or call to follow up. The new acquaintances that you make could possibly lead to your next opportunity.

 

Editor’s Note: Clairemont enthusiastically welcomes Jasmin Sessoms to our team! Follow this former beauty queen’s journey as she documents her first 30 days in a Raleigh PR agency.

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