Blog Posts From Peter Hercky

Normal 0 false false false MicrosoftInternetExplorer4 /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;} David Pogue is the technology critic for the New York Times.   His beat is new technology and what he says (writes) goes (moves off the shelf),   It’s easy to understand why he’s so sought after by public relations agents representing computer, software and peripheral equipment manufacturers. In this article, Pogue tells you how he prefers to be approached about product news. &

Issuing press releases when there’s news to report is the most basic task of a public relations practitioner.   However, the true mark of the PR pro is the ability to generate news where there is none to report.   After all, keeping your client’s name in the media in a positive light is the principal goal of public relations. &

When we discuss dealing with the media, there is no one specific method that will guarantee success.   This article discusses whether an e-mail press release should be followed up with a phone call, which is the conventional pitching process – send, follow-up.   While it ultimately leaves the answer to the reader, a reporter notes a tactic that I advocate: personalize the correspondence.

  Normal 0 false false false MicrosoftInternetExplorer4 st1\:*{behavior:url(#ieooui) } /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;} There are not limits to communication methods and techniques.   But should a Birmingham City University offer a masters degree for learning how to blog, twitter and otherwise partake in social networking?   This article not only debates this issue, it offers a explanation of terms and a very informative video. &

Normal 0 false false false MicrosoftInternetExplorer4 /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;} I’ve often heard it said, “I don’t care what the media says about me, as long as they’re talking about me.”   I’ve also heard it said that, “Anyone can get ink by reporting the news.   The job of a PR professional is get ink when there is no news.”   This article by blogger Drew Kerr, offers suggestions on how to get press mention when there is no news.   He advises making news by looking on the negative side. &

Normal 0 false false false MicrosoftInternetExplorer4 /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;} It never hurts to go back to the basics.   Baseball has its spring training; football has its training camps, etc.   While there are as many press/news release formats as there are resume formats, this is an excellent example of one that is to be most acceptable by news outlets. &

Normal 0 false false false MicrosoftInternetExplorer4 /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;} Giving a speech is difficult enough.   Giving a speech electronically to a remote audience is way tougher.   No audience reaction, no eye contact, no engagement, no energy. &

As educators and communicators, we are always faced with burning questions relating to someone else's copyrighted work. BurrellesLuce has done us all a favor by publishing a four page white paper that explains the rules govening the use of intelectural property.  I suggest we keep it handy for reference.  By the way, if you're wondering about the legality of blogs like this that link to other documents, you'll find the answer here. Click on the title to access the White Paper.   Normal 0 false false false MicrosoftInternetExplorer4 /* Style Definitions */

Normal 0 false false false MicrosoftInternetExplorer4 st1\:*{behavior:url(#ieooui) } /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;} If one of the goals of public relations is to mange an organization’s reputation, being socially responsible is certainly a good way of achieving that goal.   Yet Corporate Social Responsibility (CSR) sounds like an oxymoron because the understood goal of a profit generating organization is maximize its profits.   Do you buy hamburgers at McDonald’s because of Ronald McDonald House? &

Normal 0 false false false MicrosoftInternetExplorer4 st1\:*{behavior:url(#ieooui) } /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;} Communication is the act of transmitting a thought from one person to another.   Interviewing, on the other hand, is the act of attempting to extract a thought from another person.   What happens if the interviewee does not approve of the question, or if an honest response would prove detrimental? &

Normal 0 false false false MicrosoftInternetExplorer4 /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;} I collect lists of steps on how to do things.   Five steps to better health, 8 steps to winning an argument, 10 steps to a lower golf score, etc.   Here is a list of ten steps to conducting a successful press conference. &

Normal 0 false false false MicrosoftInternetExplorer4 /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;} We have often heard it said, “If you want a change in awareness or perception, use advertising.  If you want a change in consumer attitude, use PR.”   Well, it seems a recent study claims a possible benefit of using advertising to affect people’s attitude (confidence level) about financial institutions.   I have not reviewed the study, but will comment if I find it.  Interesting, nonethe less.   Click on the title to read the article. &

Normal 0 false false false MicrosoftInternetExplorer4 /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;} I can't imagine someone envying Jim Cramer (host of TV show "Mad Money") these days.  Not only did he err about stock market advice he gave, but now he's been skewered by John Stewart of the Daily Show for giving that advice.  While most who seek media exposure would welcome an opportunity to be interviewed by a Leno, Letterman or Stewart, preparing for a comedy show interview is somewhat different than preparing for a traditional journalistic interview.  This article offers some sound advice.   Click on the headline to read the article. Click on the title to read the article Tips for surviving as a guest on a late night comedy show "Why should public figures appear on late night comedy shows? &

Normal 0 false false false MicrosoftInternetExplorer4 /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;} I can't imagine someone envying Jim Cramer (host of TV show "Mad Money") these days.  Not only did he err about stock market advice he gave, but now he's been skewered by John Stewart of the Daily Show for giving that advice.  While most who seek media exposure would welcome an opportunity to be interviewed by a Leno, Letterman or Stewart, preparing for a comedy show interview is somewhat different than preparing for a traditional journalistic interview.  This article offers some sound advice.   Click on the headline to read the article.     Click on the title to read this article.

Normal 0 false false false MicrosoftInternetExplorer4 /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;} “A properly written press release must reflect journalistic standards.”   That is the prevailing philosophy among us.   The headline should be revealing yet intriguing.   The summary lead (some call it lede) paragraph should contain the 5 W’s (and the How.)   The release should be one or two pages and contain a boilerplate ending. &

For PR people the quest has always been "How to pitch a story."  I have amassed nearly 100 articles on the topic, each claiming to hold the key.  The common theme among all of them is "Give reporters what the want/need."  In order to do that, it comes down to the basics of "thinking like a reporter."  That's the gist of this article.  It never hurts to be reminded of the fundamentals.  Click on the article title and read the rest.  btw, (my son taught me that) the term "desk side" refers to meeting the reporter face to face.  Shows how old we both are. Think Like a Journalist When Pitching : Benesh Advises Brushing Up on Business Beat Basics By Brian Pittman   "There are a few things we'd really like to see more of from PR people," says Peter Benesh , a reporter at Investor's Business Daily . "First, you really should write your lead as if you were writing a story for the outlet you're pitching.

We're all used to movie reviews, book reviews, even blog reviews.  But speech reviews?  Here's one worth reading.  When it comes to preparing a speech, one needs to consider the General Purpose, the Specific Purpose, the Thesis and the Arrangement.  The writer of the attached article reviews the speech the way one might any other art form.  The political content is irrelevant to the purpose of analyzing the speech.  Click on the title to access the article.  You can also listen to the speech by registering for free.  No harm done by doing so.  A problem-solution speech done well European Commission speech is a showcase in structure, language   "I was talking with a friend about the state of international speeches the other day. He said that, in his opinion, most international speeches are missing some of the attributes of those given in the United States.: quotes, anecdotes and statistics: the little things that often give a speech life. The speeches for the most part, he said, were workmanlike and without embellishments.   "So I went looking for some examples.

Normal 0 false false false MicrosoftInternetExplorer4 st1\:*{behavior:url(#ieooui) } /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;} Just about every other article I read in the PR press claims that brand building and brand reputations rely on active Twittering.  In that light, I suppose we should learn some rules as they pertain to Twitter, and attached is an article that provides some guidelines.  Click on the title to access the full article.  If you want an intro to Twitter, click on the word Twitter in the text for a video that tries to explain what it's about. Brand Building on Twitter Is Now a Must: Ten Tips to Help PR Tap Free and Simple Online Social Network By Vicky Harres Akers, Director of Audience Development, PR Newswire  "The micro-blogging service Twitter is a vehicle for these human connections. Companies have realized that it is a place to offer customer service, gather consumer information and provide a personal touch to their clients—a sense that they are always available.

Normal 0 false false false MicrosoftInternetExplorer4 /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;} Ok, you're a public relations agent at a major financial services firm.  Not the greatest situations in which to find oneself today, is it?  Well, job seekers can't be choosers.  How would you handle PR?  Here's a self serving promotional survey conducted by a PR firm and a news wire firm that reveals how reports view the landscape.  It contains some good information on how they view the problem and hints on how to correct them.  Click on the title to learn the outcom.

Normal 0 false false false MicrosoftInternetExplorer4 /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;} If you ever needed a good reason to learn about blogging and its role in organizational communication, here’s a solid one.   That’s not to say that traditional news dissemination should be abandoned, but rather that on-line news activity is belongs in your communication arsenal.  Click on the title to learn more about this George Washington University study.   National Survey Finds Journalists Use Traditional Newsgathering Sources Just as Extensively as Online Sources "Reporters and editors, from newspapers, magazines, Internet-based media including blogs, and broadcast media, queried in the year-end survey reported that Websites, submissions from public relations professionals, and press kits were among their most frequently used sources of information for stories.

Top Ten Search Engine Optimization Myth-Conceptions Normal 0 false false false MicrosoftInternetExplorer4 /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;} A key objective of organizational communication is to drive traffice to you website.  Whether you’re writing a press release or revamping your website, Search Engine Optimization (SEO) is key to achieving that goal.   This white paper debunks some SEO myths and misconceptions.   Look for the title (Ten Myth-Conceptions...) above the "Creating an Email Marketing Plan," another white paper which may also be of interest.  This could require free registration, but is well worth the trouble. &

Normal 0 false false false MicrosoftInternetExplorer4 /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;} 2009-03-13    This article is replete with tips on how to improve and punch up text. Some rules you already know, others are obvious but most will serve as food for thought.  Click on the title to access.   Sincerely, Peter Hercky   Eight Great Writing Rules Every PR Pro Breaks: "Writer Fighters" Offer Tips to Punch Up Copy By Brian Pittman "Ask yourself obvious questions over and over as you write.