Liz Hollis Media

Cost cutting at Archant

2011-05-20T15:57:00.000-07:00

I gather the situation is dire at Archant's local newspaper titles as the group prepares for another major cost cutting round of job losses from the editorial department. The features department is to be decimated - just months after is suffered a previous major jobs cull. Reporter, feature writers and photographers are all to go. Not quite sure how they are planning on filling the paper with no staff, but quality of content doesn't seem to be a prime concern at the moment. So far the group's plan seems to be to keep profits high while cutting costs dramatically - usually from editorial. I would argue that this is not a viable long term plan if you still want people to read the content. I would also urge bosses at the company to take a look a the most successful paper at the moment - the Daily Mail. Whether or not you agree with its politics, it is one of the few papers pumping money into editorial still - and the result is plenty of readers. Meanwhile The Daily Express is taking the opposite approach and falling off a cliff. Look and learn Archant.

Local newspaper journalists a disappearing breed

2011-04-26T04:29:00.000-07:00

They are shedding 20 more editorial jobs at my local paper the Eastern Daily Press. Must be a high proportion of jobs, as I guess there are only just over a 100 editorial posts at the company Archant anyway.

Couldn't help wondering how many public relations professionals there now are compared to journalists? The ratio of people wanting to create news, compared to those wanting to find out and write about it.

My guess is that there are thousand more PRs now trying to talk to local newspaper journalists - who are working ever harder, with less time to find stories and get out and meet people.

Indeed, Archant suggested that shedding journalist jobs would enable them to 'consolidate' editorial coverage - especially in the digital economy. Also, they suggest that in future journalists will be out in the community more.

Again. I'm wondering how this might happen? Perhaps local village correspondents (hopefully not unpaid, although I fear they might be) will become more important contacts for PRs than local journalists? Liz Hollis

Case study: impressive management of bad publicity

2009-04-27T14:44:00.000-07:00

Domino's Pizzas faced a storm of bad publicity after two employees posted an internet video of themselves "abusing" the company's food before serving it to customers.

According, to the report in The Daily Mail (see link below) - the employees were seen sticking cheese up their nose and putting it in the food and "passing wind" on the comestibles. Yum.

Apparently, overnight Dominos public perception went from favourable to negative.

However, Domino's PR machine were quick to react and their actions make for a marvellous case study in media crisis management. Read through the link below and you'll see that they...

1. Began by saying sorry and holding their hands up. (The BBC should have done this earlier with the Jonathan Ross scandal.

2. They made it clear this was a one off incident.

3. They showed how they were taking action and moving forward - a thorough clean of the premises after closing it down. Appointing a cleanliness auditor to check all the Domino outlets.

Impressive PR machine.

http://www.dailymail.co.uk/news/worldnews/article-1169881/Dominos-Pizza-workers-filmed-revolting-video-abusing-takeaway-food-charged-police.html

The seven habits of highly annoying PRs - No 2

2009-04-22T07:57:00.000-07:00

Using too many innovative, amazing, fantastic, new superlatives.
PRs - especially bad PRs - are desperately keen on superlatives. Every press release in my inbox is 'the best, fastest, newest, best ever, innovative, the most innovative ever, wonderful, fantastic, amazing, amazing, amazing and innovative again'. I don't mind a couple of superlatives, but most press releases really, really, really, overdo it. (And I'm not keen on the words very or really either). Over egging the proverbial pudding with superlatives just makes journalists antennae start to waggle as they spot a puff - we want a story not a puff. And if it's innovative we can probably work it out ourselves - tell us once, then explain exactly why, in detail, why it's innovative. Press releases that are high on superlative count and low on detail worry me.

10 tips for better press releases

2009-04-22T03:49:00.000-07:00

I work as a journalist as well as a media consultant. As a journalist my inbox is stuffed with press releases every day. Some of them are dire. Ignore what you read in the PR manuals - in my opinion half of it is wrong. Here's my renegade tips for better press releases.

1. Spend lots of time writing the email catchline - this is often all the journalist sees and it has to be good to get them to click on it.

2. Include plenty of quotes so the journalist can get more of a feel for whether there is a good potential phone interview to be had.

3. Make sure there are lots and lots of 24 hour contact details. Journalists, especially freelance ones, work at odd hours. I've often needed a quote at 10pm at night.

4. Ask yourself 'why this, why now?' when you are writing. If you don't have an answer, don't write a press release - it's not news. This is probably the most important press release tip.

5. Cut out the OTT superlatives - "amazing, best, innovative, unique, incredible new product'. These are offputting and make journalists think there actually isn't a story in there and it's all puff.

6. Keep paragraphs and sentences punchy and short.

7. Finish the release with 'ends' so the journalist knows there's nothing missing from the end.

8. Don't just send out one press release - target it for each publication. You may need to write several. Trade press often need more detail and technical info.

9. Offer samples, freebies, whenever possible - journalists love them!

10. Don't phone the journalist just to check they have seen your press release. If it's of interest they will call back - or phone instead of email in the first place.

ends

10 PR tips for finding ‘a story’…

2009-04-21T08:18:00.001-07:00

1. Change
What has happened or changed is the essence of all news. Has anything changed in your business in the last 18 months? (New products/services, new premises, staff, trading location, contracts, trends in sales, etc)

2. Date link
Most magazines and newspapers fit some of their features and news coverage around dated events. Does anything in your business link to a particular dated event, for example: Halloween; Mothering Sunday, etc.

3. News link
Does anything in your business – or anybody – link to a news event.
Examples - coastal erosion, credit crunch, something a celebrity is doing, a local planning decision.

4. Charity
Sponsorship, donations, case studies.

5. Oddity/uniqueness
Anything in your business that is the first, last, best, worst, longest, shortest, fattest, fastest, ugliest, most beautiful – anything that is unusual. Landmark events: the thousandth item off the production line, five hundredth customer of your new restaurant, first shopper in the newly refurbished premises.

6. Controversial
Are you prepared to be controversial? Can you criticise the Government (local or national), football club, etc?

7. Create a story
Is there something you particularly want to publicise? Can you produce data on it? A survey of your customers, or a list of top 10… Can you speak out about something in the news?

8. You as news
Is there anything about you that is might make news? Have you suffered personal setbacks, health or family issues you have overcome? Have you battled ‘against the odds’ to achieve something? Do you have an unusual upbringing or background? Do you have celebrity contacts?

9. Can you think small?
Is there a national or international event, or development, that you can filter down to city or county – or even individual level. Can you provide a case study that shows how a big story is affecting the local community?

10. Projection
Similar to point 9, but more future orientated. Look beyond current events and focus on what might eventually be the results, reaction, consequences or impact. For example, how will Norwich City’s fortunes impact on local businesses?

Annoying habits of PRs - No 1.

2009-04-14T15:28:00.000-07:00

I am starting a list of annoying habits of PRs - when dealing with journalists. This is the first of what I'm sure will be a long, long list...

Annoying habit No 1: Calling to see if you've "received my press release".
My mobile is ringing. I'm driving in a busy line of traffic. I pull the car up on a kerb, answer the phone, and...Anonymous enthusiastic female voice: "Hi, is that Liz. Is now a good time."Me: "No" (Thinks...but does it make any difference what I answer you will carry on regardless anyway.)Anonymous voice: "Hi, my name is Camilla. I'm calling from Whatever, Whatever- with-the-posh-office-in-central-London Public Relations Company... Did you get my press release? Yes, it was about how green tea can reduce ridges in your nails, now it's summer time. Apparently, Emma Bunton has been seen drinking green tea and she has lovely nails. I was just wondering if you might be interested in writing a story about this?"Me: Thinks (Er, No. Not if it was the last possible press release on the planet. Get lost, have you seen my inbox full of PR crap - email after email of story-free press releases about stuff I would never ever write about. And PR salaries are probably double journalists (not that I'm bitter. Well actually I am) Have you no idea what a "story" actually is. AAAAGhhhh. Go away Camilla).Me: Actually says "Oh thanks, but it's not really my kind of thing. But thanks anyway".AAAAAAAAAAAghhh. I know PRs are told to ring after they have sent a press release, to check the journalist has received it. But how tedious and how ridiculous is this. If it were a story and I were interested in it, I would ring the PR.

What journalists really, really want

2009-03-31T09:55:00.000-07:00

Forget the fluff and the flannel. Forget the expensive press packs with a cute logo and heavy-duty card. Forget the dull press release with unappealing email catchlines "green tea makes you feel better" "new research on enzymes" etc. Forget the huge attachments, corporate speak and big PR retainers.

What journalists really, really want is a story - a proper, decent story that they can put in their publication. It doesn't matter how it's presented - it's what the press release says that's most interesting.

Journalists are instinctively programmed to ignore corporate logos - the shiny press pack never looks that appealing. Indeed, the best stories often come in humble packages - a heart rending letter to the editor, a personal email, a 'just wondering if you might be interested in this' note.

We are not impressed by corporate - unless it comes with a nice freebie - then you might be talking. But that doesn't mean a balloon or key ring with your company logo.

It probably means a free trip, holiday, bottle of champagne...then unfortunately journalists might be more interested. Sad to say, but when journalists are often paid so little, freebies are impressive. But then again - so are good stories.

How to become more media savvy

2009-03-31T09:23:00.000-07:00

Your quest to become more media savvy should begin with reading publications and websites where you would to like to publicise your business.

Every week read a selection of national and local newspapers, consumer and trade magazines, news websites - also listen to your local radio station.

Make a note of any slots that you can imagine your business or organisation filling. Think about who the typical reader of the publication might be? Pick out any stories that particularly interest you. Select any sections (lifestyle, gardening, business, money, etc) that might be pertinant to your business.

The more you learn about these publications, the easier you will find it to come up with stories within your own organisation that might interest journalists working there.

Try to understand the trends and preoccupations of the media - at the moment the recession gloom is prompting an interest in light hearted animal stories to ease the gloom a little. Nice pix of a furry beast doing something unusually cute will make the page right now.

Liz Hollis Media - about me

2009-03-31T09:07:00.000-07:00

Hello, I’m Liz Hollis, a PR and media relations consultant. I can help you promote your business powerfully and cost-effectively in the media – and get results.

I’ve worked as a journalist, so I know exactly how to communicate with the media. I know what annoys journalists and editors. Forget the fluff and the flannel, journalists are busy people with stressful deadlines – but they are always on the hunt for a good story.

With my insider knowledge of the media industry, I can help you understand what journalists are really looking for and how to communicate best with them.

However, beautifully designed your press release or press pack – your message will be deleted or go straight in the bin unless it contains that magic media ingredient – a good story.

I can help you find and create news stories and PR opportunities in your organisation – and disseminate them effectively.

I concentrate on results – and that means stories out of the press release and into papers, broadcast media, magazines, trade press or websites.

I won’t tell you to follow up your press release with a phone call, like most PRs suggest. I know how irritating that can be in a busy news room when you are working to deadline. And I won’t suggest that you spend a fortune on beautifully designed press packs or randomly splatter out press release emails – who cares about letter heads when all you are bothered about is finding a story you can write up.

Instead, my method is honed, focussed, bullet PR – that draws on my insider knowledge of the media industry.