North Idaho Janna

Meet the Press Review 

International Builders Show, 2/8/07

This was my favorite of all the classes I attended.  It was lead by the Homes Editors of the Charlotte Observer and Orlando Sentinel, and two PR directors for major firms.  They discussed what's considered newsworthy, how newsrooms operate, and how builders, Realtors, suppliers and vendors can get "ink".  A good sub-title for this class would be how to toot your own horn!

 11,000 journalists were surveyed:

• Hands down they prefer e-mailed press releases or story ideas, but 90% report receiving most information by regular mail.
• E-mail needs to be addressed to the proper editor by name or it won't even be opened.
• 90% choose story content visually.  They like to receive photos and graphics.
• 32% only read submissions if they have time or know the sender. 
• 90% of story content is initiated by marketing and PR people.  Twenty years ago it was 5%.
• 90% choose story content from online sources.

 Bottom line is that they want a good story as much as you want publicity.  You can help each other!

 How to get on a reporter's speed dial and stay there?  Be reliable - accurate - credible.

• Return their call immediately
• Don't phone to follow up on an e-mail.
• If you call them always ask if you are getting them at a good time. Ask "Do you have one minute to listen to my pitch?  Talk FAST!
• Respect deadlines, everything they do involves a deadline.
• Don't send them more info then needed, don't make them look for a needle in a haystack. 
• Don't ask to review the article they write, it's considered insulting. 
• Don't ask for when it will be published, they don't know. 
• Don't hesitate to ask for their questions in writing, or to submit your answers in writing.
• Do send photos.  Agree on appropriate file type and size.  All present preferred jpg.
• Pitch your own story idea.
• Do submit your own material and let them use it as their own.  Write features.
• Don't badmouth one reporter to another or talk about bad experiences.
• Do send an email of thanks after a story is run.

 Media relationships are just like relationships at home: ignore them and they will go away.

 How to write a press release that gets read:

• Subject line and headline should be 6 words or less.
• 1^st paragraph should be 25 words or less.  Craft a paragraph that has 3 or 4 sentences and describes what the pitch is about and put it at the beginning. 
• Leave no holes - if you're pitching a product it MUST have a price.
• Read the release out loud.  Remove adverbs.  Put in lots of periods. 
• Bring on the Bear!  They aren't interested in the babbling brook, the dappled sunlight peaking through the trees on the mountainside.  Get to the bear! 

 The value to you of publicity is considered to be ten times what you would pay for the same ad space if you could afford it, due to the credibility you get when you are written about by a third party.

 I loved the slide show of front pages of Home sections.  Stories that made it to the front page:

Housing Trends

• Builders design centers
• Granny flats
• Building sturdier homes - spurred by hurricanes
• The Green revolution - 4 part series
• Modular Homes Gain Ground

 News

• Art in Architecture
• Show Houses
• Carmen Dominguez - divorced mom-turned-builder '99,  2007 President of Florida HBA
• Showoffs
• Parade of Homes Show Houses
• Architect's home

 How-To

• How to get the house you want
• How to figure out a floor plan

  Readers LOVE before and after stories!  

Janna Scharf GRI, CSP, CLHMS