press Archives | G2 Communications Inc.-Medical Practice Marketing

Aug 02 2016

Where’s the Problem?

At WriteCulture we teach all kinds of tech PR workshops and seminars to corporate PR staff and PR agency account teams. When we teach the pitching class we run into the same roadblocks across the PR spectrum… too much jargon, wasted email intros with lifeless descriptions of company products, and no hooks to grab the reporter’s attention.

Many PR writers assemble a pitch and then pray for the reporter’s interest. They bank on the allure of their client’s n^th iteration of, say, anti-malware software. This leaves reporters wondering, “Why should I care?”

Why do we pitch this way?

Because we’re here to serve the executives on the corporate side and our clients on the agency side. We want to dazzle the journalist with the app’s new features and hope that makes the grade. Maybe we’re afraid to ask questions because we think we should know the answer. Or we’re shy to ask for what we need because we’re the new kid on the account team and we’re supposed to absorb all the information before we speak up.

Perhaps it’s none of these things.

Rather, perhaps it’s the glaring omission in the pitch – that is, the problem the solution fixes! … the people involved, their pain (and gain). Too often, PR writers describe the company’s side of the equation (the solution) without mentioning the customer’s side (the problem).

Journalists like to write stories about people solving problems in stories of transformation. The most important words in that statement? People, problems. Notice we didn’t say “companies, solutions.” Sure, the company and solution ends up in the final story, but that’s not what hooks journalists or their “readers (aka customers and prospective customers).”

A winning pitch is not a jargon-filled product description. But if you read the average technology pitch you’ll wonder what problem the technology solves. At WriteCulture, we know this because we read countless pitches across many agencies and companies. We know that this misguided omission of “the problem” is commonplace.

The problem might strike you as implicit in the company’s solution. But it must be spelled out, it must be demonstrated. It should strike a visceral cord in the journalist. Showing her the problem clearly shows you understand her audience’s needs and pain, and demonstrates your product’s relevance in the life of the reader.

In the WriteCulture Pitching Workshop we tell team members to put the solution on ice and focus only on the problem. That might sound harsh, or maybe even difficult or off-putting to your client. But we’ve seen the results. It works.

Not only should the problem be front and center, it should start the pitch. Introduce your client at the end. That’s right… if the reporter is sold on the problem, she’ll read further and contact your company.

To get more tips on pitching reporters, sign up for our mailing list. We share our best advice freely.

To explore the possibility of a workshop for your team, contact us at Info@WriteCulture.com.

Apr 25 2016

“My favorite stories are about people, not things”: Q&A With Leslie Mladinich

Leslie Mladinich followed her passion into journalism and built an impressive career across Bay Area newspapers and magazines, from her first assignments at The Montclarion and the Oakland Tribune, to her days covering transportation at the Tri-Valley Herald. In her first job as a journalism undergrad Leslie got embroiled in the Oakland School District’s controversial resolution recognizing Ebonics.

So why did she choose to pivot her career from journalism to marketing? Mladinich is now using her storytelling skills at Rodrigue Molyneaux Estate Winery and Vineyard, as head of marketing. I asked Leslie to discuss the decline of newspapers, the future of journalism, and how to make your pitch about people, not tech.

How do you see changes in journalism over the last 10 years?

On the one hand, it’s great because journalists, publications, and people’s voices are more accessible. On the other hand, long form writing is no longer in demand. The ability to have longevity with one audience for one publication–to build trust with readers and sources–has diminished.

With electronic media, people graze and scan. They may only read the first paragraph before they shut their laptop. As a result, real writing and news gathering skills are less of a priority, and blogs and memoir style pieces have been elevated.

The decline of long-form writing and newspapers has pushed journalists out, and they’ve turned to corporate communications and marketing. Anyone’s voice can be out there now, but news that makes a difference in people’s lives is declining.

What should PR pros keep in mind when pitching reporters?

All my favorite stories are about people, not things. I’m interested in how any story, event, or phenomena changes and challenges people. If a company is trying to tell its story, I want to know about the people involved.

You don’t have to focus only on the consumer. Who are the people who make your product, and why do they make it? What challenges have they faced? If it’s tangible and evokes the senses, it makes good copy.

What do you look for in a good source?

A good source kept me in the loop and wanted to have a partnership with me. They understood my job and what it takes to make readers read the whole piece.

During my stint as a biotech reporter at the East Bay Business Times, I would get press releases stating that a company had gotten funding for a new medical device. But I wanted to talk to the scientists, not the CEO. And scientists who came up with great metaphors would get quoted because they helped me convey the concept behind the device or drug.

It goes back to why I chose journalism: because I love learning about people’s passions and putting it into writing. For a day or a couple of hours you’re in someone’s profession, problem, or passion, and you get to learn about a subject you might not get to otherwise.

Check out our ebook. We interviewed 10 journalists who advise PR professionals on how to build lasting relationships where both parties benefit. Visit www.g2comm.com.

Mar 22 2016

Surviving the Transition: Q&A with Lisa Wrenn, Bay Area News Group Executive Features Editor

The Bay Area News Group (BANG) is a model of digital transformation, whether it’s expanding digital advertising, producing videos, or building responsive mobile sites. And the group’s consolidation of several Bay Area daily papers over the years is a direct response to declining revenues now that the Internet has changed the business model. At the same time BANG is trying to meet readers’ demands for more focused regional news. As Lisa explains, “Our challenge now is how to cover our large circulation area most effectively with our limited resources.”

I sat down with Lisa to learn how the transition from print to digital has affected her role as editor and the nature of local news today.

How has your role as an editor changed in the last 10 years?

My role as a manager is more important than ever. I’m managing change, and I’m required to do more things with fewer people. I have to identify people’s strengths and weaknesses, and fine tune the job to get their best work. My biggest challenge may be keeping up morale for people who haven’t had a raise in years!

Personally, my strongest skill set was working with writers on long narrative stories, but today we’re writing shorter and faster. I miss the luxury of working one-on-one with a writer to make a story even stronger. Still, we care a lot about integrity, so we work hard to get it right and get it first.

How has the transition from paper to digital affected the stories you publish?

The biggest difference is that now we have to drive traffic to our sites, and that drives how we make news decisions. What we think readers should know and what will drive traffic are sometimes in conflict. We like to take on big local issues, and we have a reporter who covers city hall, but even with local news we often are looking for a headline that is search engine friendly.

“Eat, Drink, Play” is one section that happily came about because we had to do something differently. We decided to make our former Food and Travel sections more Northern-California-specific to make it more valuable to regional readership. In print, our Thursday Eye for Mercury News readers and the Entertainment section, and TO Weekend sections also are somewhat zoned and we focus on local arts. At the same time, if people want to Google a pop star we want the search to lead to us, so I have to be on top of pop culture news too.

What is the best way for PR pros to work with BANG reporters?

Take time to get to know what we’re looking for and who to reach out to. I get pitches all the time from people who don’t even know where our paper is located! It’s okay to say, “I’m not sure if you’re the right person” and send me a pitch as long you’re aiming in the right direction. I get tons of business pitches, and if one is good I will forward it to the right reporter or editor.

Email is still the best way to go, and a follow-up phone call doesn’t hurt. I get hundreds of emails a day so I have to triage, but I will listen to a thoughtful call and reply. And another tip: Include a color photo with an event pitch. In Features, at least, we are very art driven and if we get a good image that gives us more options we’ll use it in a best bet capacity.

Photo: Column sig photo for Lisa Wrenn, Executive Features Editor in the Mercury News photo studio in San Jose on Tuesday, Jan.5, 2016. (LiPo Ching/Bay Area News Group)

Jan 26 2016

30 x 30 x 3 – the Perfect Pitch Package

In a previous blog post I talked about the email/voicemail duo pitch — how emailing a cold pitch with a voicemail follow-up can trigger a response from a reporter, often within minutes, even if you haven’t schmoozed him first at CES or SxSW.

Since reporters answer their phones less than .0000000001% of the time these days, sending a short, compelling email followed by a crisp, call-to-action voicemail in 30 seconds or less has proven to deliver results.

But what if the reporter answers his phone? Gasp! After the initial shock of hearing a live human, you have 30 seconds to tell him what you said in your voice message, plus three reasons why he should interview the most interesting person at your company.

The conversation might go like this:

Reporter: “Fred Pickleweed” (reporters rarely say, “Hello, this is So and So”) – .5 seconds

You: “This is Paula McHappy with [company X]” – 1 second

Reporter: “What’s up?” – .5 seconds

Now you have 28 seconds to tell Fred why he should care. First, you’ve done your research and you know that Fred covers the clean tech industry and loves batteries.

The problem: Tesla’s new battery for the home is supposed to extend solar power, but it maxes out after microwaving a potato.

1. What’s missing is high-density energy storage.

2. XX company makes a high-density, high-power energy storage device using a simple capacitor – no more toxic lithium batteries. The device can store energy from solar and keep the lights on for just 3 cents per kilowatt-hour – the lowest in the industry.

3. We have a great source for the story (company executive, customer, unbiased expert).

4. Either Fred is underwhelmed or you’ve piqued his interest and he wants to know more. This is where the rule of three comes in. Give Fred three delicious facts about company X’s technology in plain English, give him a metaphor and paint a picture.

If you’ve sold him on the idea, it doesn’t mean you’ve landed an interview for your company yet. Fred might say:

“Sounds interesting, but I’m working on several stories right now, so I won’t get to this for a while. Call me in three weeks.”

Or…

“Send me the email again and I’ll take a look.”

Here’s how you might respond:

“The inventor had an article published in Battery Magazine recently. I’ll send you the link to give you some more background. And I’ll check back with you in February. Thanks for your time.”

Or if you’ve hit the bulls eye with Fred, he might say:

– “Let me talk to the guy who invented this energy storage system.”

Remember the 30 x 30 x 3 rule for the voice-mail follow-up:

“30” – Think hard to find 30 words that enticingly but plainly sum up the problem ( not easy!).
“30” – Practice introducing yourself and saying you sent an email regarding your 30-word rendition of the problem in 30 seconds or less.
“3” – Have three juicy nuggets on paper in front of you to anchor you if the reporter picks up (or to use later if the reporter calls back).

Feb 06 2014

How to Bond with Today’s Freelance Journalist: a Q&A with Healthcare and Business Writer James Ritchie

With hybrid expertise on the business and healthcare beats, James Ritchie has earned himself job security at a time when journalism keeps changing. “Business journalism is never going away,” he explains. “People need business information to make decisions.” What’s more, Ritchie says, “I have a broad background in covering healthcare; that’s my competitive advantage.”

Ritchie has more than eight years of experience covering healthcare, including medical practices, health IT, insurance companies and hospitals. After working as a staff reporter for the Cincinnati Business Courier, Ritchie became a full-time freelance writer for a variety of media and corporate clients. He continues to write for American City Business Journals in several capacities.

I asked Ritchie about the role of PR in his day to day work as a journalist.

How has journalism changed for you in the last 3 to 5 years?

“The pace has changed. Throughout the media world, you see a lot more short pieces on the web to break or update news. Headlines need to scream, ‘Read me!’ Quite a few stories can be told with infographics and bullet points. It’s harder to get and hold people’s attention, and if you’re planning to write a long narrative piece at many publications the bar is very high. It had better be a remarkably interesting story.

“Of course, it depends on your audience too. In the traditional daily newspaper you have sports, business, news, comics, etc. But now a lot of people are reading about what they’re interested in and tuning out nearly everything else. If I own a restaurant, I’ll read a trade publication on restaurants. And if you’re writing on business and particularly in specialized areas – in my case, usually healthcare – you’re more likely to publish the stories of 700 words or more, because the audience is hooked by virtue of the topic.

“But there’s still no room to be boring.”

What makes a great story?

“What I’m going for is something inherently useful to the reader. They’ll take the information and do something with it; it’s not a passing interest.

“There are a lot of ways to tell good stories. News today is often recursive, where one outlet is quoting – and linking to – another. If you can show your readers something interesting or useful in that way then you’ve done them a service. For investigative stories, you often see data journalism, where you’re trying to pick out trends from a big data set. If you can analyze the databases, you can tell stories that you couldn’t have gotten to in the past.

“But there’s still a place for going out and looking people in the eye and getting stories. We have to be careful not to move too far away from that. You need humans to tell the stories.”

How often do you deal with PR professionals?

“Quite a lot. There are many cases where PR people help me to get in touch with executives, physicians or other sources in their organizations. And I listen to their pitches as long as they’re relevant to something I might write.

“Of course, you can’t respond to everything. A healthcare reporter shows up on all kinds of lists. When I was in a staff reporter job, I would probably get 200 emails a day. But most of them wouldn’t be relevant to me. They may have personalized the email with my name, but it was going to a whole lot of people. One time I got a pitch about a health screening van in a parking lot in Montana. I would delete that.

“Things that are pitched to me specifically, I read.

“I like Help A Reporter Out (HARO); I put queries out. If it’s a hot topic you get a lot of response both from PR contacts and directly from sources.”

What can PR people do to improve their relationship with you?

“Probably the main thing is to focus on the person-to-person relationship. Build a social bond. You might not be best friends, but you can position yourself so your email gets read. Send a sentence or two. Say, ‘I have a story I think you might like.’

“If you can provide an exclusive story that’s in line with what the publication does, that helps. Journalists work hard for exclusives. If a PR person says, ‘I’m going to give this to you first,’ that’s of interest. Barring that, at least bring a new angle.”

Do you value the PR-Journalism relationship?

I value the relationship. If you call an executive at a hospital or large company, in many cases they’ll refer you back to a PR person. The PR person can often get you the access you need. The second thing: They’re there, and people internally are feeding them stories that you might not hear about otherwise.”

James Ritchie image: provided by James Ritchie