This week, I’m presenting at a local conference on blogger relations, which has me thinking about what separates the “good” blogger relations from the bad.

We’ve all heard that relationships matter, right? But, it’s not always realistic to think we can build a solid relationship with every blogger (or traditional journalist, for that matter) before the pitch. Especially if you work in an agency environment, with clients in multiple industries.

So, what’s the secret to effective blogger outreach?

Not too long ago, a blogger emailed this to me after receiving my pitch:

I really appreciate you taking the time to know a little bit about me before you emailed me. You have no idea what a difference that personalization makes. Or, maybe you do. But in case you don’t hear it enough, good job!

Personalization. You’ll notice this is the beginning of a theme . . .

In the Anatomy of a Great PR Pitch, Geoff Livingston shared a pitch he recently received. (Tip: Read it. It’s a good pitch.) Admitting that he rarely follows up on “cold pitches,” Geoff cited four reasons that this one worked. Reason No. 1: “Did his homework and knows what I tend to write about …” And, the second reason? “Went beyond the norm and researched my personal interests, and even included a motorcycle pic.”

Need more evidence that it’s the personalization – not a pre-existing relationship – that really matters? This summer, the Hoosier PRSA blog shared a pitch from Liz Pope. What made it so great? From the post:

Lesson One: Read the Blogger’s blog and connect with them.

Here Liz Pope, along with her Sevans colleague, Kairi Soosaar, do three very important things:

• Address me by name.
• Demonstrate they have read my blog by referencing it in the opening sentence
• Show they know exactly what I’m interested in “online community that [are] bridging the gap between traditional and new media.”

Liz and Kairi also use the word “share,” which is more friendly and helps build that relationship. They are also concerned about my readers by referencing them in the opening sentence.

The next time you build a blogger list, don’t just hunt around on the targeted blog for an e-mail address or contact form. Find a way to establish a connection. Personalize the pitch by referencing a relevant post or a shared like or dislike. And, don’t forget to check the blogger’s Twitter stream to find those nuggets ideal for personalization.

What advice would you offer to help PR people craft stronger pitches to bloggers?

• 24 May 2012 : Value of a Facebook Fan – Still Worth Considering?
• 23 May 2012 : Why Viggle Will Change Television
• 22 May 2012 : 10 Ingredients to Make Your Event Execution Easy
• 21 May 2012 : Stop Being Idiots -or- NATO and Perspective
• 18 May 2012 : Facebook Research: Brand-Related Posts Drive Most Engagement

Is a love of music a pre-requisite for a successful PR career? At one point or another, you’ve probably tweeted your undying love for Pandora, grooveshark or blip.fm. Or told your friends and followers about that awesome new band you just discovered. And, we all know that singing your favorite song at the top of your lungs can be a surefire cure for a stress-packed day … whether you’ll admit it publicly or not, right?

Well, now you have a chance to put your vocal chops to good use for a chance to walk the red carpet! (That’s right, actually walk the red carpet. Not stand on the other side with a clipboard ushering people through the line.) The Tony Awards, Macy’s and CBS launched Macy’s Ticket to the Tony’s — a nationwide online contest in which one lucky fan will win the opportunity to walk the red carpet, attend and be featured on live television at the Tony Awards on Sunday, June 13th.

Here’s how it works. You just need to upload a video of yourself to www.CBS.com/Tonys singing one of the following Broadway tunes:

• “96,000” – In the Heights
• “Gimme, Gimme” – Thoroughly Modern Millie
• “Good Morning, Baltimore” – Hairspray
• “I’m Gonna Wash that Man Right Outa My Hair” – South Pacific
• “The Lonely Goatherd” – The Sound of Music
• “Maybe” – Annie
• “One” – A Chorus Line
• “Stars” – Les Misérables
• “Ya Got Trouble” – The Music Man

The deadline is May 27 at 3 p.m. ET. The rest of the details can be found here. So, if you need to unwind from a busy week, belt out one of these favorite showtunes. Who knows? You could win a mini-vacation to New York City and a trip to the Tony’s.

• 24 May 2012 : Value of a Facebook Fan – Still Worth Considering?
• 23 May 2012 : Why Viggle Will Change Television
• 22 May 2012 : 10 Ingredients to Make Your Event Execution Easy
• 21 May 2012 : Stop Being Idiots -or- NATO and Perspective
• 18 May 2012 : Facebook Research: Brand-Related Posts Drive Most Engagement

While some nonprofit organizations — like American Cancer Society or Make-a-Wish — generate a lot of publicity and online chatter, many others struggle to spark meaningful conversations. As a society, we’re uncomfortable talking about certain topics (e.g., child molestation, addiction as a disease). Organizations focused on such causes face an uphill battle. It’s easy to see how the silent treatment can cause significant challenges: A lack of dialogue can result in  a lack of awareness … which can lead to a lack of funding and an inability to deliver the necessary services. It’s a vicious cycle.

Understanding that it’s a challenge isn’t enough though. A nonprofit communicator recently posed this question to me, “Our subject isn’t ‘warm and fuzzy,’ so it’s hard for us to get media attention or initiate online conversations. How can we communicate our message to community leaders (many of whom play a key role in funding decisions)?”

Some ideas to get the conversation started:

1. Organize leadership briefings. Identify a high-profile, well-respected member in your community. Ask that person if he/she would be willing to help call a leadership briefing. (I’ve seen this work very well with politicians and long-time community members held in very high regard.) Serve a light breakfast and allow some time for mingling — making it worth attendees’ time — but keep the primary focus on the organization’s mission. Use this opportunity to explain the challenges, what you’re doing to spearhead the solution, and the positive community impact. Take questions. Whenever possible, reinforce your commitment to fiscal responsibility. Follow-up with attendees after the event to thank them for their time. Keep them in the loop when you achieve milestones and organizational successes. Use the briefings as an introduction, not a one-and-done.
2. Humanize your subject matter. If your subject is uncomfortable, find a way to make it more comfortable. Is there a person who can share their story via a blog or video interviews? Can you focus on the outcomes your services provide, not the negatively that led to the need for your services? How about showcasing volunteers who are passionate about this cause? If they can explain why they believe in your mission, it might help others understand why they should, too.
3. Be “pleasantly persistent” with your media outreach. I once had an TV assignment editor tell me I was “pleasantly persistent.” Nonprofits need to take this approach. Just because a TV station won’t run a full package on your organization doesn’t mean you should abandon your media efforts. Instead, think about it from a reporter’s perspective: Be a resource that fills a need for an actual news story. A quick example: I used to work with a domestic violence organization. It’s a topic people would prefer to sweep under the rug; however, the number of domestic violence murders was on the rise. Part of our strategy included contacting the media after every reported DV-murder to offer the organization as a resource to explain how violence escalates, what people can do to keep themselves safe, etc. Instead of pitching stories that solely focused on the organization, we identified opportunities to be a resource. Our persistence paid off: Once the media looked to the executive director as a resource, they were more open to receiving additional story pitches. This was a key tactic in a campaign that resulted in a 120% increase in in-kind donations. The point is you may to start small.
4. Partner with other organizations. Collaboration can be key to breaking through the discussion barrier. If part of your mission aligns with another organization, seek opportunities to work together. Perhaps cross-post on each others blogs, package a pitch for the media, co-author an op-ed, co-host an educational event … you get my point.
   
5. Number 5 is all yours. What advice would you offer a nonprofit that deals with a difficult-to-discuss subject matter?

Got a question that you’d like to be included in PRBC’s “Advice for Nonprofits” series? Email it to blog [at] gebencommunication.com.

• 24 May 2012 : Value of a Facebook Fan – Still Worth Considering?
• 23 May 2012 : Why Viggle Will Change Television
• 22 May 2012 : 10 Ingredients to Make Your Event Execution Easy
• 21 May 2012 : Stop Being Idiots -or- NATO and Perspective
• 18 May 2012 : Facebook Research: Brand-Related Posts Drive Most Engagement

As I help nonprofits improve their public relations and social media efforts, I’m struck by the fact that, regardless of size or mission, they often ask similar questions. I’m sure other groups have similar questions, which is why I’m excited to start this new PRBC series, which aims to answer nonprofits’ most burning questions.

Question: I’m having trouble establishing tangible goals & objectives in regards to media measurement for my non-profit organization. I’ve gotten stories placed in the paper or on local tv & radio stations in the past, but that was reactive, nothing strategically planned. Any advice?

Answer: I think this is the age-old question that many PR people struggle with!

There are two schools of thinking: measuring outputs or outcomes. Outputs measures the number of clips you place, how many column inches you secure, etc. Outcomes measures the impact of the media placements. So, did your proactive media relations efforts help increase donations, volunteer hours, etc? Obviously, you can’t tie one clip to an specific jump in donations; instead you’re looking more broadly at the communication effort as a whole — media placements, speaking engagements, isssue advocacy, etc.

As a nonprofit that has never tackled measurement, perhaps you could start start by measuring a mix of outputs and outcomes. It’s a lot easier to measure outputs. For example:

• Secure 10 positive media placements in the next 6 months.
• Generate positive media coverage in at least 5 different media outlets/publications in the next 6 months.

While that’s pretty straightforward, you don’t know if those media placements are doing the organization any good. That’s why I also recommend measuring outcomes. Can you approach your development team about setting a joint increased-donations goal, or work with your volunteer coordinator to identify a need?

Then, you could establish objectives like this:

• Secure 4 clips in the next 6 months tied to volunteering for [organization] and the need for additional volunteers.
• Generate 5 positive media placements that convey our organization’s need for additional monetary donations in the next year.
• Increase traffic to our website by XX% year-over-year.

Once you’ve established these objectives (and gotten managemenet’s buy-in), then you can begin proactively pitching the media on the types of stories that will help you achieve the objectives. So, for example, if one of your objectives is tied to increasing volunteer hours, perhaps you can pitch a local magazine on a feature story about a resident who is a long-time volunteer. Or, maybe you have a cool story about a mom and a daughter who have both volunteered for your organization … something along those lines. You’ll have to work closely with the other people in your organization to uncover these story angles, but when you do, you’ll be amazed at how much media coverage you can garner.

* * *

That was my answer. What would you add to help this nonprofit start measuring media relations?

Got questions you’d like answered in the “Advice for Nonprofits” series? Email them to blog [at] gebencommunication.com.

• 24 May 2012 : Value of a Facebook Fan – Still Worth Considering?
• 23 May 2012 : Why Viggle Will Change Television
• 22 May 2012 : 10 Ingredients to Make Your Event Execution Easy
• 21 May 2012 : Stop Being Idiots -or- NATO and Perspective
• 18 May 2012 : Facebook Research: Brand-Related Posts Drive Most Engagement

Did you know that there are more than a dozen inudstry “Twitter chats” that focus on PR, social media, marketing and blogging? You may participate in one or two of these conversations, but it’s impossible to find time to chime in on all of them, right?

Until now.

You’re invited to join us for the ultimate chat mixer, taking place this Tuesday, March 9, starting at 8 p.m. EST. Justin Goldsborough, Valerie Simon and I are hosting this party to help people interested in PR and social media forge new connections and build their network.

For this first-of-its-kind party, we’ve received “RSVPs” from:

• journchat
• pr20chat
• prstudchat
• IMCchat
• entPRchat
• u30pro
• measurePR
• Blogchat
• SmBiz
• SmBizChat
• SoloPR
• SportsPRchat
• TweenPR
• HCSM
• icchat

Got questions that you’d us like to ask during the mixer? Share them on Twitter using the #chatmixer hashtag, or leave them here in the comments. On Tuesday, March 9 follow @chatmixer for the questions, details … and maybe even some surprises!

See you at the chatmixer!

(P.S. Even if you don’t currently participate in one of these chats, you’re still invited to the mixer. Who knows … maybe you’ll find a chat to join. Or, at minimum, you’ll make some new friends!)

• 24 May 2012 : Value of a Facebook Fan – Still Worth Considering?
• 23 May 2012 : Why Viggle Will Change Television
• 22 May 2012 : 10 Ingredients to Make Your Event Execution Easy
• 21 May 2012 : Stop Being Idiots -or- NATO and Perspective
• 18 May 2012 : Facebook Research: Brand-Related Posts Drive Most Engagement

As a small business owner, I see customer service from a whole new perspective. When I opened my business banking account, I received exceptional customer service – far better than I had ever received before. Now, it could be this particular bank’s branch, but the cynic in me thinks reps cater more to the business owners than the individual with a regular account.

Businesses tend to prioritize their customers. It’s not unreasonable to think bigger customers get better service, right? But, by providing less-than-stellar service to a smaller customer, are you assuming that that account will always be “small potatoes?”

Not always a good assumption.

Consider this situation: Joe is working with a company – let’s call them Company X – on a project. In the grand scheme of things, it’s a relatively small project for Company X, but for Joe, it’s an important project. So, imagine the frustration that ensues when Joe feels like he’s being treated like a tiny fish in a big sea.

Here’s the kicker: Joe now has the opportunity to bid on (and a very good chance to win) dozens of similar projects for another client. But, you can be sure that he’s going to look elsewhere. If Company X can’t properly support one project, how could Joe assume that they could manage a higher volume of work?

The point is this: Small potatoes won’t always be small potatoes. What may start out as a small piece of business has the potential to turn into a larger client. For those of us on the agency side of PR, how do we know a small retainer won’t grow into a larger one? How you treat someone when they’re “small” will make or break your chance to win this larger piece of work.

The question is: What steps can you take to provide solid customer service to your clients, whatever the size?

• 24 May 2012 : Value of a Facebook Fan – Still Worth Considering?
• 23 May 2012 : Why Viggle Will Change Television
• 22 May 2012 : 10 Ingredients to Make Your Event Execution Easy
• 21 May 2012 : Stop Being Idiots -or- NATO and Perspective
• 18 May 2012 : Facebook Research: Brand-Related Posts Drive Most Engagement

If content is king, then it’s about time we crown collaboration the queen.

By now, we all understand the value of quality content — in terms of SEO, traffic, engagement, readability, and so on. But, only recently have PR people begun to rethink our uber-competitive nature. And, we’re discovering that working together leads to better results for our clients.

For example: How many of you have seen a HARO query, and thought “Hey, that would be a perfect fit for X.” If X is another PR person, technically they’re a competitor. I don’t know about you, but when I first started my career, I never would have shared a lead with a competing agency. But, now I don’t think twice about giving someone a heads up if I see a HARO that might be relevent to them or their clients. If nothing else, it’s good karma, right?

That got me thinking. What if we took this one step further and worked together to craft better pitches? Whether you’re pitching a trend, or a human interest story — two (or more) resources are better than one. Journalists are being asked to do more with less — which means they often don’t have time to chase down interviews. Already, some PR people realize this and are finding ways to help journalists (again, think HARO). Another way to help busy journalists? Instead of just pitching your client, provide reporters and bloggers with multiple sources.Within mid-size and larger agencies, this kind of “packaged pitching” is already taking place; however, freelancers, boutique agencies and small businesses don’t always have these kinds of resources available.

Enter Pitch with Me, a new, free online service (in beta). The idea is simple: Help PR people collaborate to discover potential resources that can be incorporated into media pitches. Participating is easy:

• If you’re working on a pitch and need a resource, submit your query through a simple form on the Pitch with Me site. Just provide your contact info, a general description of the media outlet, an overview of the pitch and the type of resource you’re looking for.
• If you think you or your client can be a resource, check the homepage of this site to see if you can fill a need, or follow @pitchwithme on Twitter, which will automatically tweet submissions. If you can fill a need, contact the poster and begin collaborating to develop a strong packaged pitch.

Better pitches should lead to better results (read: happier clients). And isn’t that what it’s all about?

What do you think about this different approach to media relations? Are you interested in collaborating with other PR people to come up with stronger pitches?

With nearly 10 years of PR agency experience, Heather Whaling recently launched her own communication firm, Geben Communication. Fusing strategic thinking, strong writing skills and creativity, Heather delivers results-driven PR, social media and marketing to small businesses and nonprofit organizations. She is also the creator of Pitch with Me. Connect with her on her blog, Twitter or via email at heather [at] gebencommunication.com.

• 24 May 2012 : Value of a Facebook Fan – Still Worth Considering?
• 23 May 2012 : Why Viggle Will Change Television
• 22 May 2012 : 10 Ingredients to Make Your Event Execution Easy
• 21 May 2012 : Stop Being Idiots -or- NATO and Perspective
• 18 May 2012 : Facebook Research: Brand-Related Posts Drive Most Engagement

Whether you’ve been an independent PR consultant for 15 years (like Kellye) or are just starting out on your own (like Heather), being a solo PR pro can be an incredibly rewarding (and lucrative) career path.

It’s exciting to be free to choose your own course. But there can be some intimidating moments when you realize success or failure depends entirely on you. If you’re looking at PR consulting and facing some difficult decisions, here are 5 tips to help:

1.    You don’t have to be “on call” 24 hours a day, 7 days a week
Sometimes it can be hard to establish boundaries. While you want to be as responsive as possible to clients, it’s important to remember that it’s okay to disconnect sometimes. “Training” your clients to value your time is key to gaining their respect overall.

2.    Remember what the scope of work includes … and what it doesn’t
Heather recently had a client ask her to be part of their sales team. While she wants to be as helpful to clients as possible, sales just isn’t what she does. She said no, explaining that her time and skills are better spent on other projects, more closely aligned with PR/communication.

Another common challenge, for both old and new consultants alike, is “Scope creep” – when a project moves beyond the originally discussed parameters. Don’t be afraid to plainly state what your fee includes in your upfront agreement, and then ask for additional funds if the client requests additional services.

3.    Be innovative when it comes to resources
When you’re in a “real job,” you may have easy access to media databases and other paid resources. But once you get started as an independent, you’ll likely find it’s not necessary to pay full price for those services. Much of the information you need can be found online, with just a little digging. If you need to use a paid service for a certain project, check with other PR consultants before spending the big bucks – many vendors allow contractors to share a seat, or you may be able to pay for a one-off list.

4.    Work your network
Clients and new business leads will almost always come from your network. Really. Whether it’s people you meet via Twitter or old friends from high-school, you never know where that next client will come from. Building and managing your relationships is the single best way to succeed in this business.

5.    You’re not alone
Going solo, it’s easy to feel like you’re on your own. So it’s important to build a network of professional support (to maintain one’s sanity!).

Heather has enjoyed networking with other solo or independent PR people — like Arik Hanson, Shonali Burke, Mary Deming Barber and Rachel Kay — to bounce ideas off each other and ask for advice. Kellye moderates the #solopr chat on Twitter each Wednesday (from 1-2 pm ET), as well as a LinkedIn group for Solo PR Pros, where new and veteran independent consultants ask questions, share ideas, and make each other laugh on a regular basis. The latter is especially important, as the #prbc gang knows well.

These are just a few of our top tips. What questions do you have about going solo? If you’re a PR consultant, what tips would you offer?

For more than 20 years, Kellye Crane – principal of Crane Communications, LLC – has offered strategic planning, media/influencer relations, social media and marketing communications services to some of the world’s largest companies. Kellye addresses the intersection of social media and PR through frequent speaking engagements, training sessions, and on her Solo PR Pro blog, which serves as a resource for those working as independent consultants — and those who’d like to be.

With nearly 10 years of PR agency experience, Heather Whaling recently launched her own communication firm, Geben Communication. Specializing in small businesses and nonprofit organizations, Heather fuses strategic thinking, strong writing skills and creativity to deliver integrated, results-driven public relations, social media, and marketing. Connect with her on her blog, Twitter or via email at heather [at] gebencommunication.com.

• 24 May 2012 : Value of a Facebook Fan – Still Worth Considering?
• 23 May 2012 : Why Viggle Will Change Television
• 22 May 2012 : 10 Ingredients to Make Your Event Execution Easy
• 21 May 2012 : Stop Being Idiots -or- NATO and Perspective
• 18 May 2012 : Facebook Research: Brand-Related Posts Drive Most Engagement

If you’ve hung around the PR Breakfast Club for even a short amount of time, you know these bloggers subscribe to the “give more to get more” mantra. In fact, I’m amazed at how willing my “online” friends are to share information … give advice … lend an ear.

But, generosity doesn’t stop there. It’s heart-warming to see how many individuals are using their platforms to do some good. As the holidays approach, what’s better than social media for social good, right? Some recent examples:

• Justin Goldsborough is featuring 30 Causes in 30 Days on his blog to raise awareness about a host of causes.
• Ken Burbary recently raised more than $8,000 to help his friend’s family who was going through a tragedy.
• The TechforGood meetup in New York City brings together new media and advocacy professionals to share knowledge
• Shonali Burke helped organize the #shonalitweetup during the PRSA conference, with money raised benefiting Musicians on Call, this month’s 12for12K charity.
• For her 21st birthday, Cheryl Harrison is asking her blog readers to make a donation to the Mid-Ohio Food Bank in lieu of buying her a drink.

The list could go on and on. And, count me in. To mark the Dec. 1 launch of my own company, Geben Communication, I’m running a contest to identify a worthy nonprofit to which I’ll donate my PR services in December. (Take a second and nominate your favorite nonprofit here!)

We’re still living in a challenging economy. Times are tough, I get that. But, I honestly believe that each of us has the capacity and resources to help someone less fortunate that ourselves — whether it’s raising money for a great cause or simply tweeting/blogging information about a nonprofit making a difference in your own community.

So, I’ll leave you with this: As the holidays near, what will you do to make a difference in your own community? Let’s brainstorm ideas in the comments.

On December 1, Heather Whaling is launching her own communication firm, Geben Communication, to provide public relations, marketing and social media services to small businesses and nonprofit organizations. An award-winning, seasoned communicator with nearly 10 years of experience, Heather fuses strategic thinking, strong writing skills and creativity to deliver integrated public relations and marketing results to help clients achieve their business goals. Connect with her on her blog, Twitter or via email at heather [at] gebencommunication.com.

• 24 May 2012 : Value of a Facebook Fan – Still Worth Considering?
• 23 May 2012 : Why Viggle Will Change Television
• 22 May 2012 : 10 Ingredients to Make Your Event Execution Easy
• 21 May 2012 : Stop Being Idiots -or- NATO and Perspective
• 18 May 2012 : Facebook Research: Brand-Related Posts Drive Most Engagement