Elizabeth Christian & Associates Public Relations Blog

“What Makes Something Newsworthy?”

As public relations professionals we ask ourselves this question everyday. A major component of the service we provide to clients is media coverage. We listen to the story/announcement/event that the client wants to garner publicity for and we extract the most newsworthy components of that story for the most media coverage possible.

So how do we do that? Well, think about the newspaper and TV news stories that grab you? They will have most, if not all, of the below elements in them.

• Conflict - Whether it’s a dispute at a local school board meeting, debates over budget legislation in Congress, or the ultimate conflict—war—conflict is almost always newsworthy.
• Impact - The number of people affected by the story is important. One thousand people benefitting from a donation is more impactful than 50 people benefitting from it. 
• Novelty – Anything that deviates from the “normal” or “expected” is unique and, therefore, newsworthy.
• Prominence - Famous people get more coverage just because they are “famous,” and people tend to be more interested if an event involves an actor, politician, or someone in the spotlight.
• Proximity - Stories which happen near to us have more significance. The closer the story is to home, the more newsworthy it is. 
• Timeliness - The word news means exactly that—things which are new. A story with only average interest needs to be told quickly if it is to be told at all. If it happened today, it's news. If the same thing happened last week, it's no longer interesting. People in the news business tend to focus on what’s happening this day, this hour, this minute.

Here are a few questions to ask and consider when evaluating the newsworthiness of your event or announcement.

• Who is involved?
  • A person or organization of significance?

•  What happened?
  • Is it particularly unusual or unique?
  • Does it affect a large number of people?

• Where did it take place?
  • Did it happen locally? 
  • Will the local community care?

• When did it occur?
  • Did it happen recently (timeliness)?

• Why is it important?

If you can answer positively to at least three of these questions your story/event could be of interest to the media!

Learning About a Client

The partnership between a public relations professional and a client is unique and interesting. In order to accurately inform the public about a client's initiatives, you have to do quite a bit of research first. In doing so, you learn a lot!

Having worked with St. David's HealthCare for several years now, I know more about health and medicine that I ever thought was possible for the average person. I know the symptoms of virtually every serious illness you can imagine. I can list the the varying heart attack symptoms for women versus men (and they're not the ones you might think). I've even heard first-hand accounts of patients struggles with breast cancer, brain tumors, severe head trauma, and those who have suffered a stroke (just to name a few).

I believe that knowledge is power, and I am grateful to have had the opportunity to learn so much (most of the time, that is; I now panic when I have a severe headache that persists for more than a few days because I worry it might be a stroke).

When we began our partnership with The Trail Foundation, whose mission is to protect and enhance the Trail at Lady Bird Lake, it opened up a whole new world for me. For starters, I spent one day capturing picturesque photos along the Trail, which was one of my most enjoyable work-related tasks I've been given to date! I found myself on the Trail once again the weekend before Spring officially started. My mission was to find a photo of Texas Mountain Laurel, which, according to the Lady Bird Johnson Wildflower Center, is an evergreen tree ranging from just a few feet tall to more than 30 feet high. The Wildflower Center's native plant database also describes it as having bluish lavender flowers, which appear in drooping clusters and are very showy and fragrant.

 
Texas Mountain Laurel, courtesy of the Lady Bird Johnson Wildflower Center (Gillespie, Annie Paulson).

Sounds easy enough. Here is the photo I came across:

Wisteria, courtesy of The Trail Foundation.

Turns out this is not Texas Mountain Laurel at all. Rather, it's called Wisteria. Although it is in the same family of plants, it is not native to Central Texas.

Regardless, it is quite beautiful! Exploring the Trail, Austin's crown jewel, is a remarkable lesson! What a privilege it is to be able to learn so much about so many different groups while working in this profession.

--Erin Ochoa

SXSW Branding—Too Much or Still Effective?

Austin sure seems to get lively, and crowded, when SXSW festival rolls around every year. The festival, which began years ago with a few bands playing on Sixth Street, has grown exponentially in recent years and now has an interactive, film and music component. Capitalizing on the 200,000 attendees who took over Austin throughout the festival’s 10-day run were some of the largest brands in the world. Sponsorship opportunities always vary and this year included the prominent Pepsi Max stage, Chevy blogging lounges and taxi service, and Samsung and AT&T charge-up stations to name a few.

The question I ask myself is what do these sponsors hope for in regards to the return on investment for the massive amount of money they put into SXSW sponsorships? Will playing ping pong at the Pepsi Max stage make me more inclined to choose a Pepsi Max over a Coke Zero? Probably not. Will getting a complimentary ride in a Chevy Volt make me want to go out and buy one? Again, most likely not. However, in both of these instances I now have first-hand exposure to products I wouldn’t have otherwise. I also have good will towards both of these companies due to positive interactions with the brand. Plus, there will be some people, albeit a small percentage, who will drink Pepsi Max from now on but wouldn’t have tried the beverage if it wasn’t given out free at SXSW.

If done correctly, a corporate presence at a festival such as SXSW isn’t a negative thing. The consumer knows when something is being promoted to them and is usually all right with it when it meets their needs at the time. From the corporate perspective, it’s a win/win situation when you can get product into the hands of potential customers even though it doesn’t necessarily mean a change of their purchasing habits. At least for now, I think branding at SXSW was effective in most situations and didn’t offend the crowds. Could it get to be exposure overload in the future with sponsorships that don’t match the feel of the festival? We’ll just have to see.

2+2=?

“I’m a communications major because I’m not good at math” is a phrase commonly heard across college campuses all over the country. It’s true that at one point numbers and public relations were not necessarily affiliated but these days, there is enough math involved in public relations that I’m glad I was awake during statistics my sophomore year.

Numbers justify the existence of public relations for a lot of people. Business executives tend to be very numbers-centric and always like to use numbers to measure the success of their investment in a PR firm.

Ad equivalency has long been the bread and butter of quantifying PR’s success. However, with social media and online media taking hold as valid forms of earned media, new formulas, calculations and metrics are also now taken to consideration when presenting earned media success to clients.

Thinking about changing your major to Sanskrit after reading this? Don’t worry! Microsoft Excel and similar spreadsheet software make this aspect of public relations extremely simple. Additionally, many universities offer some sort of introductory course to Microsoft Office, particularly for those who also choose a business minor.

Consider exploring Excel and its many different calculation and graphing features. If you do not have Microsoft Excel on your computer, try Google Docs. It’s a free, web-based spreadsheet program that offers many of the same functions as Excel.

Happy number crunching!

-Andre Lenartowicz

ECPR and the 82nd Texas Legislative Session

We have several clients who are focusing much of their time and attention on the Texas Capitol during these few months that encompass our bi-annual legislative session. This year is especially tense as the state’s challenging budget issues are debated. The budget shortfall will have a devastating effect on several of our clients and the Texans who depend on them—from infants and children who need the services of a children’s hospital to poor Texans who need help with civil legal services to home health clients and nursing home patients.

We are working diligently to help spread the word about the impact of the budget shortfall on some of the state’s most vulnerable citizens.

We are also working to encourage changes to Texas laws that would improve patient safety and reduce healthcare costs related to advanced diagnostic imaging services.

Here are a few snapshots illustrating recent legislative work by ECPR staffers:

Physicians from the Texas Radiological Society visit the Capitol on Feb. 22 to discuss diagnostic imaging legislation.

ECPR organized a press conference at the Texas Capitol for the Texas Access to Justice Commission and Foundation on Feb. 16. Texas Supreme Court Justice Nathan Hecht spoke about the state’s legal aid funding crisis.

ECPR is working with the Children’s Hospital Association of Texas to help preserve funding for children’s healthcare in Texas.

ECPR client Harden Healthcare manages nursing homes and provides home health services throughout Texas. These services will be adversely impacted if Medicaid reimbursement cuts are made.

All of these issues are important and challenging. If these ECPR clients are successful in reaching their legislative goals, we believe Texans will be better served.

-Meg Meo

It’s Busy in Austin, Texas

The weather is getting warm. The valet lines at area hotels are long. Folks around town are looking just a little sleepy.

Do you know what this means?

Spring events have officially begun in Austin, Texas!

I spoke to a client who told me she has six events on her calendar for this week, alone. While my dance card isn’t nearly as full, I’ve had the opportunity to attend a few memorable events for excellent causes.

Diet Coke, Heart Hospital of Austin and Others Promote Heart Health

On Monday, February 28, Diet Coke hosted a “Capture the Flag” game to raise awareness and funds for heart health programs in Austin. Two teams made up of University of Texas students and Coca-Cola employees competed to raise money for the Heart Hospital of Austin and another facility. Diet Coke presented a check to each organization. As the winning team, ECPR client, Heart Hospital of Austin, received $10,000, which it donated to the local chapter of the American Heart Association.

Pictured below is the Heart Hospital of Austin team receiving a check for $10,000 from Diet Coke.

First Tee of Greater Austin’s 9 Core Values Luncheon

First Tee works to impact the lives of underserved young people by providing educational programs that build character, instill life-enhancing values and promote healthy choices through the game of golf. The organization established a set of nine core values that represent some of the many inherently positive values connected with the game of golf. In honor of those values, the organization hosts an awards event each year to honor Austinites who embody and exemplify those traits.

At this year’s event on Tuesday, March 1, ECPR client, Samsung Austin Semiconductor, announced a $50,000 donation to The First Tee of Greater Austin. This is the largest corporate donation ever given to the organization!

Pictured below: Dr. Woosung Han, left, and Catherine Q. Morse of Samsung Austin Semiconductor celebrated its $50,000 donation with actor and golfer Luke Wilson, 9 Core Values Awards committee chairman Dan Matheson, and Mike McMahan and Jay Watson of the First Tee.

It’s still early in the spring with a number of exciting events on the horizon! Up next for ECPR is the premiere of Cirque du Soleil’s Dralion on March 10 at the Cedar Park Center. I love this time of year!

The Voo-doo That We Do So Well

As Meredith mentioned in a recent blog post, people usually have an inquisitive look on their face when I say that I’m in public relations. No one wants to understand more than my mom. She really tries. She wants to connect with my daily activities and use the slang that I use, but some things are hard to connect with unless you’ve had a hand in it yourself.

One of the aspects about our job in public relations that I revel in (and my mom appreciates) is the behind-the-scenes action. People have no idea how a news story comes together or how certain people end up on the local morning show giving their expert opinion about a topic. The great thing is…I do!

Recently, some of us hosted an artist from Cirque du Soleil’s Dralion show here in Austin. Dralion’s juggler extraordinaire, Vladik Myagkostupov, traveled to Austin to meet with various media outlets to provide a sneak preview of the show, which will premiere at the Cedar Park Center on March 10.

Not only did I get to witness a part of his unique act that combines acrobatics, dance and juggling, but I was also there from the beginning to see how each TV segment and print story developed.

It’s a special thing to give an idea to a reporter, have him or her agree that it’s worth the time, and then see the idea formulate into a news story. There’s a lot of pride in what we do. When you’ve helped develop a story in which the reporters have fun doing it—that makes it even more fulfilling.

Here are a couple of behind-the-scenes photos from our advanced media day with Cirque du Soleil.


A videographer and photographer from the Austin American-Statesman get footage of Vladik while he performs parts of his juggling act from Dralion.

Chris Willis and Sally Hernandez, the anchors of KXAN’s midday show, pose with Vladik after his live performance on the noon show. 

Working Hard at the Capitol

The 82nd Texas Legislative Session is in full swing and the staff at ECPR is busier than ever!  We are busy updating communication materials, writing news releases, executing communication strategies, and crossing our t’s and dotting our i’s. We have various clients that strive to get their voices heard during the session and we are happy to help.

We are honored to work with clients to help provide a voice for their cause and issues. The Texas Access to Justice Commission and Foundation is one of those clients. 

On Wed., Feb. 16, ECPR worked the Commission and Foundation to hold a press conference at the Capitol to address a crisis in funding for the Texas legal aid system and announce proposed legislative solutions. Representatives from the Commission, Foundation and the Supreme Court of Texas gathered to present facts, personal testimony and solutions to help address this crisis.

Texas Supreme Court Justice Nathan L. Hecht addresses the media and supporters at the press conference on Feb. 16. From left to right: Senator Jose Rodriguez; Terry Tottenham, president of the State Bar of Texas; Representative Pete P. Gallego; Harry Reasoner, chair of the Texas Access to Justice Commission; Richard L. Tate, chair of the Texas Access to Justice Foundation; Justice Nathan L. Hecht; Jacqueline Pontello, executive director of Aid of Victims to Domestic Abuse (AVDA); client of AVDA.

With numerous press conferences held daily during the session it can be tough to break through the chatter. With a well-developed plan, a great team and a lot of sweat, breaking through that chatter is possible.

James Sales, chair emeritus of the Texas Access to Justice Commission, addresses the media.

We love and enjoy being able to help our clients voice their causes that impact Texans, especially those in need. ECPR is fortunate to work with great organizations and companies.

With one press conference under our belt, it’s time to reload and move on to the next item. Fasten your belts, folks. It’s a fun and exciting ride!

-Erika

Six Tips from the Interns: Transitioning from College to Career

 

1. Stay savvy with industry news: Keeping up with industry news in a constantly evolving environment such as the public relations industry is a must. Relevant industry news can be found by reading credible blogs authored by public relations firms or other individuals in the industry. Twitter posts by PR thought-leaders offer innovative and useful information, so research and follow these industry experts. Subscribe to The Economist or The Wall Street Journal to learn about important financial news that affects all industries and to gain a better understanding of the economic side of any business.
2. Secure internships early and often: Internships are one of the best ways to gain first-hand experience about the world of public relations. Interning with a company can provide an opportunity to learn how to interact in a work environment and apply your classroom training in a “real world” sense. The more experience you have in a public relations work environment, the easier the transition will be from college to the career.
3. Keep current with the rise of social media: Be familiar with all existing and upcoming social media. Twitter, Facebook and blogs are no longer the only social media tools used in the public relations industry. Location-based social media applications such as Gowalla and FourSquare are becoming popular as are crowd-sourced content applications, social bookmarking sites and other applications.
4. Be a self promoter: Start by forming good relationships with your college professors. Professors are usually well networked, and willing to help you locate career opportunities and serve as a reference for future employers. Informational interviews with companies are another great networking tool that allows you to find out about possible job opportunities. Following up with an e-mail after meeting a new contact or a thank you note after having an interview helps build and maintain relationships within the business world.
5. Always practice your writing skills: Communicating in a direct and concise manner on paper is crucial. Writing for your university’s newspaper is a great way to practice objective, concise and direct communication. Creating your own blog and writing weekly, as well as writing press releases for your school or local newspaper, are all ways to build strong writing skills. Writing and sharing press releases with local papers allow you to follow-up with media outlets and practice pitching stories during which you share potential article information with reporters and editors.
6. Join PRSSA: The Public Relations Student Society of America is a national organization that focuses on helping students interested in public relations learn about the career field and then make the successful transition into it. According to PRSSA, the organization “helps you enhance your education, broaden your network and launch your career in public relations.” Most universities have a chapter on their campus. If your university does not, take the initiative to start one. PRSSA provides industry news and information, internship opportunities, and national and local networking opportunities with other public relations students and professionals.

-Ashley Bahl and Blaire Kniffin

ECPR Interns spring 2011

“What is it that you do?”

I have friends who are teachers, bankers, lawyers and realtors, and we more or less know what they "do" in their profession. As a public relations professional I am asked quite often—“So what is it that you do?"

You might refer to the Public Relations Society of America definition that states, “Public relations helps an organization and its publics adapt mutually to each other.”

This is a great way to succinctly sum it up, but what do we really do all day? The truth is, it could be just about anything from writing a press release, talking on the phone with a reporter, planning a press conference or grand opening, tweeting about a client's most recent announcement, and the list goes on.

In a word, we are storytellers. We disseminate information about a company, product or cause through a variety of communication channels, and those channels are constantly evolving—most recently with the social media boom. It is essential for us to communicate our messages in a variety of ways and to reach a targeted audience.

Think about it. How do you get your news? Do you read the newspaper over your morning coffee? Check your Facebook and Twitter accounts on your mobile phone? Listen to the nightly local news as you are getting ready for bed?

Think about the last newspaper article or tweet you read about a movie, store or restaurant opening, policy issue, etc. Very likely, a public relations professional was behind that announcement.

This is just a very brief and basic glimpse into the life of a PR professional, and I, for one, think it’s a pretty great ride!