WWPR, Author at Washington Women in Public Relations

Who Needs Newspapers?

WWPR Member Joan Coyle

A Report on the Status of Newspapers in the United States

Are newspapers in America dying? Paul Steinle and Sara Brown, long-time media professionals, are traveling to 50 states and visiting one newspaper in each state to report how these newspapers are recasting themselves in the digital age and to document the unique community roles these newspapers fulfill. In the process, they have created a national, multi-media snapshot of the status of the industry on their website, whoneedsnewspapers.org.

Since June 2010, they have visited 44 newspapers in 44 states, taking the pulse of a cross-section of dailies, weeklies, ethnic and alternative publications that include a mix of large and small papers, with varying circulation rates, 70 percent of which are privately owned while 30 percent are publicly traded. The newspapers were recommended by the state press associations based on the papers’ innovative practices.

Steinle and Brown presented their findings (to date) at the National Press Club on May 23. We news junkies in attendance were delighted to learn that newspapers are not dying. These vital newsgathering institutions are going through a major transformation, re-conceptualizing and re-positioning themselves.

“J-Epiphanies,” videos of journalists sharing anecdotes about the events that helped them understand and appreciate the power and purpose of journalism, personalized the presentation and made it even more interesting.

The cultural shifts taking place in the newsroom have been difficult as the once a day mindset shifts to 24/7. Reporters are becoming “Swiss Army Knives,” not just excellent writers. They now must be able to write for multiple platforms and produce video, among other tasks.

Carolyn McLaurin, online sales manager for the Fayetteville Observer discusses changes and challenges in advertising/sales departments in an interesting video interview. (Part 2: Skills and Digital Advertising Sales)

Some of the findings to date:

Print is not dead.
The transformation is bringing new energy to newsrooms.
Local papers are the glue that holds the community together and “hyper-local” is one of the keys to success.
There is no silver bullet to finance the transformation form print to digital news delivery. Everyone is looking for what will work.
As newspapers prioritize, “newspaper of record” is now extinct; limited resources require more focused coverage.
Newspapers’ reach has increased. Print + Digital = More Readers.
Single platform, three-dimensional newspapers are aspiring to become multi- platform, multi-medium news and information companies.

The Who Needs Newspapers reporters conducted five “bonus” interviews with professionals in the newspaper industry who discuss the business/revenue aspects of newspapers, profits and the future, small community newspapers and other topics of interest.

When Click-Thru Rates Are Not Enough: New Strategies in Social Media Measurements

Post date May 23, 2011
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Washington Women in Public Relations

Executive Communicators Committee Brown Bag Luncheon

with

Johna Burke, Senior Vice President, Marketing for BurrellesLuce

Addressing a packed room on May 19 at Golin Harris in Arlington, VA, Johna Burke, Senior Vice President, Marketing, BurrellesLuce, began her presentation by telling the group that according to CNBC.com, the second most stressful job is a public relations executive.

She sang the praises of EVERNOTE, an organizational app that allows the user to take notes from phones, desktops and online. The notes can be text, images, files, audio and more and this app is searchable and cloud-based. Other useful tools to consider: Username Check, Google Labs, Screengrab! (a Firefox plug-in) and twitthat.

“The more things change, the more they say the same,” said Johna when she reminded the attendees that AP was the first viral means of distributing information. Today, hyperlocal is the new trend and includes print, online broadcast and hybrids (think tbd.com and Patch). Hyperlocal initiatives are community – not geographically – based and great for niche targeting.

When building relationships with today’s media, communicators must:

Understand if the journalist thinks like a print journalist, online journalist or MOJO
KNOW the hot topics/memes and pitch around those themes
Understand if your “story” is a story or PART of a story
Have an online newsroom: Executive speeches sources of quotes
Deconstruct tweets for influencers

Apply measurement best practices

Although no “fix” exists for overcoming measurement challenges, these helpful tips will help you find a solution that works with your measurement goals: Consistency, Manageable and Outside Expertise.

Johna warned the group about graphic seduction. Although graphics can be very pretty and exciting, never use images you do not understand; sometimes all you need is an Excel spreadsheet. She also stressed the importance of knowing your stakeholders “no matter where they are,” with an example of an inmate in jail.

Barcelona principles

The second European Summit on Measurement met in Barcelona last year, where the participants agreed to basic PR measurement reasearch princples, known as the Barcelona Principles. Currently, a working group has used the principles to devise new, validated metrics. WWPR members will have access to the exciting new system of metrics, as soon it is complete, probably in mid-June.

Kim Ash, WWPR Executive Communicators Chair, Speaker Johna Burke, BurrellesLuce, and Kendra Kojcsich, WWPR President

For additional information:

Free downloads at BurrellesLuce.com/resources.

Moving Forward: A Look at Entering the PR Industry as a Graduating Senior

Post date May 19, 2011
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Karen Rassieur, Miami University Graduate 2011, BA Strategic Communication (Minor Marketing)

The PR Industry Through the Eyes of a Graduating Senior

As a graduating senior at Miami University, I am about to be hurled into the ‘real world.’ Many students, like myself, are competing in a rat race to find the ‘best job’ with the most promising future. However, as an alumnus trying to enter the PR industry, I must say, I have high hopes. In the midst of my job search I recognize the PR industry as one of the fastest growing in the country.

What Can We Offer You, the Employer?

This development can be complimented by a unique skill set that entry-level students bring to the table: an increasing need for PR specialists echoes a greater need among organizations for consistent and personalized communication. In this area, graduating students possess several qualities that lend themselves to filling this need.

Proficiency in social media: Since high school, my age group has been enveloped in social media. Because the PR industry is experiencing an overwhelming push towards networking and marketing online on social networking platforms, an employee who is comfortable with using these tools can decrease time spent on tasks in this area, allowing for greater productivity.
Instant and mobile communication: In a time where immediate and consistent communication is not only the norm, but also an expectation, mobility is key. Graduating students function with their mobile devices as an extra limb. Therefore, we have a solid understanding of how to effectively use these tools to maintain relationships with others in a personal and instantaneous way. With this knowledge, graduating students are able to identify areas for growth and can offer innovative suggestion to incorporate mobile communication into a business or public relations plan.
Energy and enthusiasm to succeed: Entering a competitive job market, my peers and I feel an added pressure not only to secure a job, but also to succeed in that position. With this outlook on our potential careers, entry-level candidates offer fresh, positive energy to an organization.

How do Employers Find Quality Employees?

It is equally important to note that students and those looking for entry-level positions are not the only ones pursuing an extensive search. At the same time, employers are seeking employees who will contribute to the success of the organization. So, how do they go about finding the ideal candidate?

Teachable and passionate: One of the most important things to look for in a potential employee is one who is willing to learn and is excited about the opportunity. Someone with these qualities will have a continued desire to learn and will be willing to adapt as the industry evolves.
Experience: When hiring at the entry-level position, employees should first be able to connect with clients in a personal and professional way, fostering the current company relationship. Second, candidates should be able to think critically and be able to create effective public relations campaigns. Potential hires should be familiar with databases used to nurture media relations most effectively, such as HARO, and tools to keep up with industry trends, such as Google Alerts.
Positive attitude: Even if an applicant is qualified, it does not mean they’ll be enjoyable to work with, and I, personally, have greater motivation to work harder if I like with whom I’m working. Someone who is passionate and cares about what they are doing will be more willing to help your team.

Employers: How to Receive the Most Value from Your Interns

Training: Take one or two days to teach interns the basics of using various databases or software programs frequently used at your organization. Doing so will increase the intern’s capacity to contribute to the organization and reduce time taken out of your schedule to resolve problems later down the road.
Give responsibility: Granting interns responsibility will result in a mutually beneficial experience for both parties. The more responsibility you give to interns, the greater amount of time you have to focus on larger projects. Additionally, you will be providing students with the experience they need to be successful in the field upon graduation.

Tips for Interns to Benefit Most from Your Internship Experiences

Be proactive: To get the most out of an internship it is essential to take initiative. Do not just go the extra mile on a project you are assigned, but look for gaps and seek to fill them without being asked.
Give first: Do something for others before asking a favor. In a business revolving around relationships, it is key to remember these come first. Help someone else before considering your own needs and you will not only build more trusting relationships, but also relationships that can assist you in your future.
Be curious: Internships are experiences designed for learning and growth. Therefore, by asking questions about the industry, the skills required, and ongoing projects, you will get the most out of your internship experience. Taking advantage of the opportunity to gain firsthand insight into the industry and company will be invaluable when searching for a job upon graduation.
Ask for Guidance: By facilitating open discussion between you and your boss or coworkers, you will gain valuable insight into the industry. Schedule a time to sit down with your boss and ask questions about his or her career path, how to be successful in the industry, and what he or she looks for when hiring a full time employee. You’ll never know until you put yourself out there!

WWPR Launches Second Annual Emerging Leaders Awards

Post date May 12, 2011
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For the second year in a row, local professional organization, Washington Women in Public Relations (WWPR), has begun accepting nominees and entries for the Emerging Leaders Awards. The Emerging Leaders Awards debuted in 2010 to great success, honoring Carrie Fox of C. Fox Communications, Lauren Musiol with GYMR, and the U.S. Army’s Stefanie Pidgeon.

Through the Emerging Leaders Award, WWPR honors three outstanding young women in the Washington, D.C. metro area who have excelled in public relations and related fields. This second annual event recognizes rising stars in the industry, and showcases the field’s most talented young women (ages 21-35) for their professional accomplishments. This award is a special designation for women who have already made a significant impact on the industry and highlights their potential to contribute to the industry for many years to come, making them truly emerging leaders.

“As an industry organization committed to providing growth, development and networking opportunities for local communications professionals, we felt it was critical to also honor talented young stars who are making a splash in public relations early on in their career,” said Kendra Kojcsich, WWPR President. “We are incredibly excited to see the Emerging Leaders Awards prosper and grow in its second year.”

The nomination and entry period for the 2011 Emerging Leaders Awards have officially opened. Interested candidates can enter or nominate a young leader in the DC-area by downloading the 2011 ELA Application and email your complete form to award co-chairs Margie Newman and Courtney Greenwald at ela@wwpr.org. Honorees will be recognized at a cocktail reception and awards ceremony on Tuesday, July 26 at the Darlington House.

For more information on the Emerging Leaders Awards, entry/nominee qualifications and sponsorship opportunities, please visit www.wwpr.org.

PRESS RELEASE: WWPR Launches Second Annual Emerging Leaders Awards

Post date May 12, 2011
Categories Posts

WASHINGTON, D.C. (May 12, 2011) — For the second year in a row, local professional organization, Washington Women in Public Relations (WWPR), has begun accepting nominees and entries for the Emerging Leaders Awards. The Emerging Leaders Awards debuted in 2010 to great success, honoring Carrie Fox of C. Fox Communications, Lauren Musiol with GYMR, and the U.S. Army’s Stefanie Pidgeon.

Through the Emerging Leaders Award, WWPR honors three outstanding young women in the Washington, D.C. metro area who have excelled in public relations and related fields. This second annual event recognizes rising stars in the industry, and showcases the field’s most talented young women (ages 21-35) for their professional accomplishments. This award is a special designation for women who have already made a significant impact on the industry and highlights their potential to contribute to the industry for many years to come, making them truly emerging leaders.

“As an industry organization committed to providing growth, development and networking opportunities for local communications professionals, we felt it was critical to also honor talented young stars who are making a splash in public relations early on in their career,” said Kendra Kojcsich, WWPR President. “We are incredibly excited to see the Emerging Leaders Awards prosper and grow in its second year.”

The nomination and entry period for the 2011 Emerging Leaders Awards have officially opened. Interested candidates can enter or nominate a young leader in the DC-area by downloading the 2011 ELA Application and email your complete form to award co-chairs Margie Newman and Courtney Greenwald at ela@wwpr.org. Honorees will be recognized at a cocktail reception and awards ceremony on Tuesday, July 26 at the Darlington House.

For more information on the Emerging Leaders Awards, entry/nominee qualifications and sponsorship opportunities, please visit www.wwpr.org.

ABOUT WASHINGTON WOMEN IN PUBLIC RELATIONS
Washington Women in Public Relations (WWPR) is the first and only D.C. based professional organization advancing women in the communications industry. WWPR is committed to delivering outstanding professional development, networking, marketplace positioning, and leadership opportunities to area communicators. Visit us at wwpr.org, “Like” us on Facebook.com/WashingtonWomeninPR, and follow us on Twitter @WWPR.

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