FIR Podcast Network

At the end of March, Gannett has announced they will furlough workers at more than 100 newspapers between April and the end of June. Every journalist making more than $38,000 a year will have to take one week unpaid sometime during the three months. This includes USA Today, The Arizona Republic, The Milwaukee Journal Sentinel, and many other city newspapers.

At the same time, journalists are on Twitter talking about how exasperated they are because of the massive number of emails they’re receiving from PR professionals that they just don’t have time to read—relevant or not.

Now you add on top of that they will not be able to answer emails while on unpaid leave—or on an extended furlough—and suddenly earned media goes out the window.

What is one to do when an executive or client wants publicity or ink or press and you don’t have anyone to pitch?

Check Before You Pitch

We’ve been here before. During the Great Recession, many of the journalists I’d spent my career building relationships with were furloughed…and then never got back to work as newspapers and magazines went out of business. And, while earned media never really returned to where it was pre-2008 (hence the creation of the PESO model), we did figure it out.

And we’ll figure it out again. But here’s the thing: right now, you have to be incredibly careful about pitching anything to anyone. Yes, there are lots of journalists who need to cover something, other than COVID. And that’s great! Stay on top of those relationships, but be really careful about pitching those who are furloughed.

Those who are furloughed have been told they can’t read or respond to emails during that time. A journalist at the Tennessean Democrat said she was told she will be on furlough for seven days and she’s not allowed to open her work email. She said, “I haven’t done that in, well…ever.”

You can bet if you send something while they’re furloughed, it will never see the light of day. We’re also hearing rumors that it isn’t just Gannett newspapers, but the Huffington Post, Buzzfeed, The Boston Herald, Sports Illustrated, and more. Forbes has a daily updated tracker where you can check before you send that news release or email pitch. And do check! Not only will your pitch not be seen—it’ll likely belong to a mass delete when journalists get back to work. 

I know this is challenging when you’re being tasked to get earned media attention right now.

Get Over the Earned Media Slump

Spend some time gathering ideas that will help you in this earned media slump. That’s what we’ll do in today’s Spin Sucks podcast episode.

Shownote Links

* Forbes Media Tracker

* PESO Model Certification

* Spin Sucks Community

Small PR and marketing agencies may be feeling a disproportionate share of the hurt right now as the Covid-19 crisis ravages the global economy, but there are inherent advantages to being small that will help in recovery.

Chip and Gini spend this episode talking about the small agency advantage and the steps needed to survive the immediate challenge and come out stronger on the other side.

[read the transcript]

Smart and comprehensive planning, asset allocation, retirement, and wealth management. This episode features #ThoughtLeader and #Expert Jessica Matthews (https://www.linkedin.com/in/jessica-matthews-cfp®-cdfa®-1aaa324a), a certified financial planner, Independent Registered Investment Advisor, and certified divorce financial analyst with a brokerage license.

Jessica’s specialties are in wealth management, financial planning, investment advisory services, portfolio construction, and asset allocation.

To learn more about Jessica Matthews’ objective investment advice and financial guidance, visit https://beaconpointe.com. For more information on financial planning and her investment strategies, go to https://www.linkedin.com/in/jessica-matthews-cfp®-cdfa®-1aaa324a.

Here are a couple of AHA messages from this episode:

* High net worth individuals and families who are in a financial crisis of some kind, looking for a solution, should reach out to Jessica Matthews. #SmartPlanning https://www.linkedin.com/in/jessica-matthews-cfp®-cdfa®-1aaa324a

* Being a CFRP, IRI advisor, and a CDFA (and having gone through divorce myself) gives me the credibility to analyze your financial situation and help you be successful going forward. #SmartPlanning https://www.linkedin.com/in/jessica-matthews-cfp®-cdfa®-1aaa324a

* Everyone should be ready for any possible financial crisis: a stock market crash problem, divorce, or retirement issues. My role is to guide you with the comprehensive type of financial planning process that meets your needs. #SmartPlanning https://beaconpointe.com/

* If you’re focusing on an investment piece and the wealth management of the portfolio, I can spend time with you in coming up with a solution so you can retire when you want and live the lifestyle you’re looking for. #SmartPlanning https://beaconpointe.com/

* Do you have family members who suddenly have health issues, derailing your retirement plan? I can be your partner in finding solutions and fiduciary responsibility to act in your best interest to evaluate and not limit the scope of our relationship. https://beaconpointe.com/

To learn more about Thought Leadership and how it can help you be successful, visit https://thoughtleaderlife.com/.

Drive revenue to your business through an effective go-to market strategy. This episode features #ThoughtLeader and #Expert Tim Steele (https://www.linkedin.com/in/TimSteele1), Chief Strategy Officer and Fractional CMO at The Cort Group.

Tim conducts marketing consulting for mid-sized companies that struggle to sustain top-line growth. He helps his clients capture the voice of their customers to build a successful go-to market strategy to drive revenue to their business.

If you own a mid-sized company and are only selling the “how” and not the “what” and the “why,” consider reaching out to Tim Steele to help you with your #MarketStrategy. Visit his website at https://www.cortgrp.com or https://www.linkedin.com/in/TimSteele1.

Here are a couple of AHA messages from this episode:

* Mid-market companies that have the same issues driving top-line revenues as larger companies but don’t have the necessary resources to address such issues should look at the work being done by Tim Steele. #MarketStrategy https://www.cortgrp.com @TimothySteele1

* A complex sale is when the prospects have difficulty articulating exactly what they’re trying to solve and the desired solution. You must know what the problem is to get the right solution. #MarketStrategy https://www.cortgrp.com @TimothySteele1

* Mid-market companies often talk more about how they do something and not about the outcomes. They entirely miss the “why” and “what” of their existence. They go directly to the “how.” #MarketStrategy https://www.cortgrp.com @TimothySteele1

* The magic to solving #Communication or messaging problems is the ability to capture the voice of the customer and interpret what that means in terms of developing your value prop and your value messaging. #MarketStrategy https://www.cortgrp.com @TimothySteele1

* Solving #Communication or messaging problems is less about sales execution or marketing tactics. It’s actually steeped in the voice of the customer. #MarketStrategy https://www.cortgrp.com @TimothySteele1

To learn more about Thought Leadership and how it can help you be successful, visit: https://thoughtleaderlife.com/.

Perhaps now more than ever, communicators need to be adopting the PESO model to maximize results. PR agencies, in particular, should be looking at how to leverage the tools beyond traditional earned media since many journalists and news outlets have precious little time and space for non-virus content right now.

As the creator of the PESO model, Gini Dietrich understands its value and has a variety of tools and trainings available to help communicators take advantage of the approach. Chip and Gini discuss the importance of the PESO model and how agencies can better utilize it.

RESOURCES

* The PESO Model Certification

[read the transcript]

The conversation was great until we were Zoombombed, requiring us to tighten up controls on future Thursday sessions. Until we were so rudely interrupted, we were talking about (among other things) preparing now for communicating return-to-work when the shelter-in-place orders are lifted.

Take your business to the next level and create a legacy. This episode features #ThoughtLeader and #Expert Jacob Engel (https://www.linkedin.com/in/JacobMEngel), CEO at YEDA LLC and the creator of The Prosperous Leader, an online training and coaching program. He is also an author and business consultant.

Jacob conducts business coaching and leadership training programs for entrepreneurs, leaders, managers, and employees. He gives them the knowledge to change and helps them implement these changes in their organizations. Jacob is passionate about helping his clients take their business to the next level and build a legacy.

If you’re an entrepreneur and want to increase your business and create a #Legacy that will last beyond you, consider reaching out to Jacob Engel by visiting his website at https://www.theprosperousleader.com.

Here are a couple of AHA messages from this episode:

* Entrepreneurs and business people who want to take their business to the next level, where they can make money, live a great life, and leave a great #Legacy, should look at the work being done by Jacob Engel. https://www.theprosperousleader.com @JacobEngel2

* The people business is where you help develop people and leaders so they can step up and run the business. #Legacy https://www.theprosperousleader.com @JacobEngel2

* You need to be more on the business and in the business. How do you do that? #Legacy https://www.theprosperousleader.com @JacobEngel2

* Spending a great deal of time reading and going to every type of seminar has made me certified in many modalities. I find that they work for me and my clients. #Legacy https://www.theprosperousleader.com @JacobEngel2

* To be successful, you must figure out where you are and where you would like to be in the next few years. Know your goal, objective, and “Why?” #Legacy https://www.theprosperousleader.com @JacobEngel2

To learn more about Thought Leadership and how it can help you be successful, visit: https://thoughtleaderlife.com/.

Harness your innate power and boost credibility and memorability. This episode features #ThoughtLeader and #Expert Kare Anderson (https://aha.pub/KareAnderson), author, quotability speaker, connective behavior, and Emmy winner. Her oft-cited speaking topics include “Become an Opportunity Maker” and “Hidden Behaviors That Bust or Burst Your Credibility.”

Anderson’s core life mission is to support others as “The Web of Humanity: Becoming an Opportunity Maker,” which is her TED Talk that has earned over a million views. She gives high importance to writing, and her books include, “Mutuality Matters,” “Mutuality Matters More,” “Moving from Me to We,” “Walk Your Talk,” and “Resolving Conflicts Sooner.”

If you are a generalist and cannot get your message across, consider reaching out to Kare Anderson to master specificity by visiting her website, https://sayitbetter.com/, and going to https://aha.pub/KareAnderson.

Here are a couple of AHA messages from this episode:

* Companies and associations that want to be effective communicators but look uncomfortable and nervous should reach out to Kare Anderson and be heard. https://aha.pub/KareAnderson

* Do you know your core mission in life? Do you know what matters? When you do, you can start talking effectively to other people. I believe the key need in our culture is connected behavior. That’s my core value. https://aha.pub/KareAnderson

* As a journalist, I’ve learned that every good story starts with a specific example. One way to be credible is to cite diverse people who are unexpected sources. Are you giving attention to specifics? https://aha.pub/KareAnderson

* Specificity boosts credibility and memorability. Do you ask questions when you talk to people? That’s one way to show interest in them! Listen and be heard! https://aha.pub/KareAnderson

* I advocate getting people to be motivated. They read my actionable insights on social media, and there’s always something specific. That’s when they say that they want to learn more about what I have to say. https://aha.pub/KareAnderson

To learn more about Thought Leadership and how it can help you be successful, visit: https://thoughtleaderlife.com/.

Is your inbox overflowing with a virus? Sadly, it isn’t ordinary phishing or malware, but all COVID, all the time, with pitches and experts offered from all walks of life. It isn’t just the infosec vendors either. Paul and David have gotten pitches from genealogy vendors, from vendor selling ink cartridges and those who want to help us build a sales team working from home. 

They have plenty of competition. Bad guys have come up with all kinds of scams and ploys preying on interest in information and remedies. Scammers cumulatively  created over 35,500 unique websites related to COVID-19 in the last month according to Atlas VPN research, Some of these sites tried to swindle money by selling masks, hand sanitizers, or even virus testing kits. Amazon removed over 530,000 coronavirus-related product listings due to price-gouging. 

All this means communicators need to be judicious about what you are pitching. In this podcast, we look at the best and worst examples that we’ve seen cross our inboxes. For example, we both liked this piece that ran in David’s local St. Louis magazine. It looked into the role two local university medical research teams – one at Washington University and one at St. Louis University – were contributing to COVID research work. David’s wife is an interior designer, and she has gotten her share of coronavirus-related pitches too. One  pitch is for a bunch of expert tips on organizing your home while sheltering in place. We both liked the practicality of the piece and how it offers some solid suggestions that anyone can use to straighten up while living in isolation. .

The email at left had a subject line “building your sales team for a post-Covid recovery.” That struck us both as opportunistic and being somewhat tone-deaf to the worldwide misery we’ve all been seeing.

Then there is the pitch from Dell below right that is trying to sell printer ink cartridges, with the subject line “working from home made easy.” Needlessly exploitative. It has nothing to do with simplifying work from home.

Finally is the personalized pitch at the bottom left. If you are going to go make a pitch related to an epic tragedy, don’t start with “Happy Wednesday.” It just comes across as unseemly.

So what are some lessons that we learned? First sharpen your pitch and and make it as relevant to your business as possible. Don’t make a reporter have to search for an angle. And it doesn’t hurt to ask a reporter what articles they are working on and offer to help.

The Spin Sucks team launched the PESO Model Certification with Syracuse University right before the world caught on fire. And, even though things have changed drastically since then, the online course and certification are still one of the best things you can do for your communications career.

There are, of course, different nuances of how to implement the PESO Model in large, small, and one-person teams. Which is what we talk about today. How to implement the PESO Model, no matter the size—or experience—of your team.

Owned and Shared Media

The order of the PESO Model acronym does not reflect the order in which you implement the media types. The first step is owned media because you need content to share on social media, to use in email marketing or lead generation, and to establish your expertise. If you are a small team, start with one type of content. And then use automated tools to curate content to share on social media.

Earned and Paid Media

Use Google to search for media outlets and blogs that write about your topic. This is a quick and easy way to create an earned media list of places that are likely to publish your content. Gini advises you to break up your earned media production over several weeks, to make it more manageable. In addition, you can simplify your paid media strategy by using boosted content and paid social media. If you have a small team, boosted content is an easy way to reach new audiences without having to learn social media and pay-per-click advertising.

Have Your Say

The PESO Model Certification goes deeper into how you build your foundation no matter the size of your team, and provides you with all the tools you need to grow. It also teaches you how to measure the work you’re doing so you can prove a return-on-investment. If you want to become certified—and learn how to appropriately use the PESO Model inside your organization, check out Spin Sucks.

Resources

* PESO Model Certification

* Trust Insights Content Curation

* Adrienne Richardson