10 to 1 Blog

What’s Next in Public Relations: Four Takeaways from the PRSA Western District Conference

by Erica

What’s Next in Public Relations: Four Takeaways from the PRSA Western District Conference

By: Erica Fetherston, Director, 10 to 1 Public Relations

The PRSA Western District Conference is an annual opportunity for public relations professionals from across the West to gather and discuss opportunities, trends, and challenges within the industry. With this year’s event in Tucson, it was just a short trip down I-10 to immerse myself in everything PR for a few days. 

While there were some incredibly impactful and thought-provoking sessions throughout the conference, there are several key points that stick out to me now that I’ve been back to work for a few days. Here are four things that I’ve been thinking about: 

1. AI will have a huge impact, but we aren’t sure how yet

Everyone is talking about ChatGPT and how it will change the public relations industry forever. We all agree there will be a huge impact as we learn how to leverage this new technology, but there are some major warnings to keep in mind. AI can be a useful tool to spark creativity or help with brainstorming, but it should not be trusted to create original written content that is completely factual and free of bias. Public relations professionals should not fear the integration of AI into our daily lives, as its rise will make our jobs as strategic advisors and critical thinkers will become all the more significant for our clients and organizations. If organizations are going to integrate it into their use, however, they should create clear policies to dictate how it should and can be used. 

2. Understanding and checking biases is constant work

As strategic communicators, it is our daily role to ensure that the messages we are distributing and the language we use avoid bias. Everyone has biases, no matter their experience or background, so the first step is understanding and recognizing what biases we may possess ourselves. Then, we must constantly review our own work and messaging to ensure that our biases do not have a negative impact on our intended goals. One tool we learned about was ‘asset framing,’ or defining by assets rather than deficits, problems, or challenges. Additionally, if we aim to communicate with a specific audience or group that we do not belong to or have experience with, it is recommended to reach out to that group to confirm what kind of language they prefer. This can be helpful as language and preferences are constantly changing, so it is always better to get those confirmations than to make assumptions. 

3. Thought leaders are leveraging LinkedIn more and more 

LinkedIn isn’t just for entry-level job seekers. There are millions of senior-level executives in every imaginable industry on the platform. Increasingly, these executives are using LinkedIn more frequently as part of their thought leadership strategy. They use the platform to share news and insights while engaging with their network to solidify their reputation as a thought leader in the industry. If a robust LinkedIn strategy is not part of your thought leadership campaign, it should be! 

4. Measuring the impact of PR continues to be a challenge

All public relations professionals know the challenge of reporting the impact of public relations wins and campaigns. We may secure an amazing earned media feature in a top-tier outlet for our client or organization, but what is the measurable outcome that we can report? The answer seems to be that it depends on what metrics matter most, and what metrics are achievable. There may not be a one-size-fits-all solution, as measuring impact changes from campaign to campaign or client to client based on the underlying goals. It is important to ask: What metrics matter? What metrics/data do we have access to? 

Many things may change but one thing will be true: Public relations professionals are often at the forefront of periods of transition and innovation due to the nature of our roles and responsibilities. Having to create and execute strategic communications around a global pandemic, social justice movements, an up-and-down economy, and so much more has prepared us to be some of the most adaptable and resilient pros out there. Opportunities like the PRSA Western District Conference only help us stay further ahead of the curve so we can deliver the best possible services to our clients and organizations. 

10 to 1 Blog

How to Better Personalize Your Story Pitch for Media

by Erica

How to Better Personalize Your Story Pitch for Media

By Madeleine Williamson, PR Coordinator at 10 to 1 PR

From an outsider’s perspective, pitching the media to cover a story may seem easy. After all, anyone can email a reporter information about a story. Right? However, only 8% of stories pitched to reporters make it to publication. In the public relations industry, it can be argued that pitching the media is one of the hardest tasks to do. 

Public relations professionals specialize in pitching. One strategy PR pros use to help their pitches make it to publication is building relationships with reporters. Building relationships with reporters benefits PR efforts in the long run and ultimately leads to successful storytelling for both the client and the media. 

So, how do public relations professionals build a relationship with a reporter? The first step is to better personalize your pitch. Personalizing a pitch for a reporter makes the story more likely to run while also building a relationship that will increase the likelihood that future stories will run, too. 

Here are 5 tips on how to better personalize your pitch:

  1. Do your research

You can’t pitch unless you know who you are pitching, and you certainly can’t personalize a pitch without learning about the reporter. Decide who you want to pitch your story to and why. Ask yourself the question: why would my pitch be relevant to this reporter? After you’ve decided that the pitch is relevant, then get a grasp on who the reporter is. This is what will help you to better personalize your pitch later. What topics do they cover most? How long have they been reporting on that industry? Do they write quick summaries or long articles that require weeks of research? Find out as much information about the reporter and their style of writing as you can.

  1. Recognize media complaints about pitches

Be aware of past complaints or requests from reporters you may be targeting. Common complaints from reporters include frustrations with the lack of imagery in pitches, or receiving irrelevant story topics when on tight deadlines. Make sure you are listening to these complaints and adapt your pitch accordingly. In fact, the next time you pitch that reporter, say that you remember them mentioning they are on a tight deadline and ask what more you can do to help, include photos in the original pitch, or give a specific example of how your pitch relates to the topic they report on. 

  1. Personalize the subject line

The subject line of any pitch is key to getting your pitch read. Reporters have to want to open your email. Luckily, personalizing the subject line of your pitch doesn’t have to be difficult. Remember, personalizing a pitch means making the reporter feel that you specifically chose to pitch to them. More personalized subject lines could reference past work done by the reporter, or specific sections the reporter covers in the publication they work for.

  1. Reference social media 

Social Media is a great tool to use when trying to personalize a pitch. Mention that you follow the reporter on Twitter and saw their tweet about a certain topic. Point out that you and the reporter are alumni from the same university if it’s listed in their bio. Most reporters appreciate when people engage with their content on social media. Showing a reporter that you see the work they are doing and care enough to reference a post will help your pitch stand out. 

  1. Keep in touch

Personalizing a pitch doesn’t stop once the pitch is sent. To keep in touch with the reporter and to continue to build a connection, follow-up is required. Thank the reporter for their hard work, ask the reporter if they are looking for any other story topics, or tell the reporter you read their story and enjoyed it. Just be sure that if you are sending a follow-up to the pitch it has a purpose. There is a difference between keeping in touch and bothering a reporter. 

Remember that building relationships with reporters by personalizing pitches will take time. Nothing happens overnight. Feel inspired to try some of these tips and see what works for you. Who knows, you might begin the start of a great new connection. 

10 to 1 Blog

5 Public Relations Tips for Nonprofits

by Erica

5 Public Relations Tips for Nonprofits

This article was originally published in Entrepreneur. Click here to read the entire article.

Should public relations for charities and nonprofits be implemented differently compared to for-profit businesses?

For nearly 20 years, I’ve been asked a variation of this question by nonprofit leaders. Since I launched my PR firm about a decade ago, the question comes even more frequently. While most of our clients are for-profit businesses that are national or in several markets, we have also worked with a handful of charities and nonprofits over the years, some that are nationally focused and others local only to a single media market.

When it comes to PR tactics, it doesn’t matter if you’re a for-profit or nonprofit. Sure, a nonprofit might be focused on specifically promoting its fundraising or education efforts, but when you boil it down, it’s really promoting a service, product or idea just like a for-profit business.

I’m constantly impressed by the mission-driven focus of the many nonprofit leaders that I’ve worked with, and I believe business leaders can learn a lot from their passion and commitment to achieving an end goal. The challenge is that some nonprofit leaders fail to understand that their organization is a type of business too and that public relations is a key ingredient to achieving success for their overall mission. Many times, and for various reasons, nonprofit leaders have the wrong mindset and don’t recognize or believe they should adhere to the proven PR recipe that many businesses follow…

Click here to read the 5 tips for nonprofits.