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UVeye’s Yaron Saghiv-Video Interview
A conversation with Yaron Saghiv, chief marketing officer at tech company UVeye which developed drive-through vehicle inspection stations that can detect myriad of imperfections in vehicles in seconds. We discuss the company and how Saghiv has won massive coverage.
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Video Podcast-PR Agency River Cruise
In our first Tales From the Beat video podcast, I took a short paddle on the Huron River to compare how working with different PR agencies is like navigating the various features of a waterway–sometimes straight, othertimes a little more perilous or mysterious.
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Failure to Communicate
(Cool Hand Luke…”what we have here is a failure to communicate)
INDEED, IT HAPPENS WHEN THE CLIENT IS THINKING DON DRAPER BUT THE PR PERSON IS ALL ABOUT LOU GRANT.
HI EVERYONE I’M ED GARSTEN AND WELCOME TO EPISODE 84 OF TALES FROM THE BEAT WHERE WE LOOK AT NEW AND PR FROM BOTH SIDES OF THE SCRIMMAGE LINE…
OK…
I SAW A POST ON LINKEDIN THE OTHER DAY FROM A PR PROFESSION THAT MADE ME SMILE. ..MOSTLY FROM RECOGNITION. HERE’S HOW IT WENT. HE SAID THE CEO AT A CLIENT ASKED HIM IF HE COULD GUARANTEE…GUARANTEE COVERAGE ON MAJOR NETWORKS.
KNOWING THE CEO WAS AN IDIOT HE REPLIED, ABOLUTLEY.
THAT WASN’T THE ANSWER THE SUIT EXPECTED. SO HE CHALLENGED THE COCKSURE PR GUY…OH YEAH! HOW?
PR GUY LOOKED HIM IN THE EYE AND SAID, “ONE WORD—ADVERTISING.”
THE CEO DID NOT TAKE THE TRUTH WELL AND DISMISSED THE PERSON WHO HAD THE NERVE TO EXPRESS IT.
I FIND MYSELF HAVING TO EXPLAIN THIS CONCEPT OVER AND OVER AGAIN WHEN I CONDUCT MEDIA TRAINING CLASSES. YOU SEE IT DRIVES ME CRAZY WHEN AN EXECUTIVE SAYS TO THE PR PEOPLE “TRY TO GET A NEWS RELEASE ON THIS PRODUCT OR WHATEVER IN THE PAPER OR ON THE AIR.”
NEWS RELEASE, RIGHT? I ACTUALLY HAVE A SLIDE I USE EVERY FOR EVERY MEDIA TRAINING CLASS THAT KNOCKS ‘EM DEAD EVERY TIME. OH..NOTHING CRAZY..IT JUST PARSES OUT THE DIFFERENCE BETWEEN A NEWS RELEASE, A NEWS STORY AND AN ADVERTISEMENT.
YOU WOULDN’T BELIEVE THE DUMBFOUNDED LOOKS I GET. I’VE HAD EXECUTIVES SHAKE THEIR HEADS IN UTTER CONFUSION AND OTHERS WHO HAVE ACTUALLY THANKED ME FOR GIVING THEM THE INFORMATION THAT WOULD PREVENT THEM FROM ACTING DUMB IN THE NEXT COVERAGE PLANNING MEETING.
IT’S SO SIMPLE:
A NEWS STORY IS AN OBJECTIVE TREATMENT OF A STORY THAT MAY CONTAIN CONFLICTING POINTS OF VIEW AND ANALYSIS THAT MIGHT NOT NECESSARILY PLEASE THE CLIENT, BUT IT BEST SERVES THE AUDIENCE BY HOPEFULLY, BEING FAIR AND UNBIASED. YES..WE CAN HAVE A NICE DEBATE ABOUT THAT, BUT IF YOU’RE AN ETHICAL JOURNALIST OR NEWS ORGANIZATION, THAT’S HOW IT’S SUPPOSED TO GO.
NEWS RELEASE..IS NOT..NOT…NOT…A NEWS STORY. THAT’S THE THING YOU PAY THE PR PEOPLE TO WRITE THAT PROMOTES YOUR STORY AND CONTAINS ONLY INFORMATION THAT PUTS WHATEVER IT IS YOU’RE PUBLICIZING AND YOUR COMPANY IN A POSITIVE LIGHT.
REPORTERS CAN USE SOME INFORMATION FROM A NEWS RELEASE IN A STORY BUT THE RELEASE ITSELF IS NOT A NEWS STORY BECAUSE IT’S ONE-SIDED, AND HONESTLY, MIGHT NOT EVEN BE ACCURATE…THAT’S A NICE WAY OF SAYING SOME RELEASES ARE PURE BULLSHIT. ETHICAL NEWS ORGANIZATIONS DO NOT PUBLISH OR AIR NEWS RELEASES VERBATIM….WHRE I WORK IT’S EXPRESSLY FORBIDDEN.
AND GUESS WHAT? THERE IS ABSOLUTELY NO GUARANTEE A STORY PROMOTED BY A NEWS RELEASE WILL BE PICKED UP BY ANY NEWS ORGANIZATION.
WHEN YOU SEND THOSE OUT, IT’S A GAMBLE WITH TREMENDOUSLY LONG ODDS.
IF THE CLIENT DOESN’T UNDERSTAND THAT, IT’S THE PR PERSON’S DUTY TO SET THEM STRAIGHT TO BOTH MANAGE EXPECTATIONS AND TO LET THEM KNOW YOU CAN’T RUB A LAMP AND MAKE COVERAGE APPEAR OUT OF A BOTTLE.
SO THAT LEAVE ADVERTISING. IT’S EASY. COUGH UP THE COIN. YOU’RE ON THE AIR OR IN THE PAPER OR ON THE WEBSITE. IT’S ALL YOU. NO OBJECTIVITY, NO OPPOSING VIEW, NO OUTSIDE PERSPECTIVE…JUST YOUR MESSAGE. WANT THAT? SURE. WHAT’S THE OLD SAW, ADVERTISING DOESN’T COST, IT PAYS…AND IT’S THE SINGLE ONLY WAY TO GUARANTEE MEDIA PLACEMENT.
BUT IT’S NOT A NEWS STORY YOU GET FOR FREE SO PR PEOPLE SHOULD NOT BE BULLIED WITH DEMANDS OF GUARANTEES THEY’LL SCORE COVERAGE FOR YOU OF ANY SORT.
THE OTHER SIDE OF THE COIN IS, AS PR PEOPLE, DON’T TAKE THAT SHIT. IT IS UP TO YOU TO STAND YOUR GROUND AND EDUCATE THE CLIENT AS TO HOW THE SYSTEM WORKS, OTHERWISE WHEN YOU DON’T MEET THAT RIDICULOUS EXPECTATION OF GUARANTEED COVERAGE YOU’RE NOT BLAMED…OR WORSE, LOSE THE ACCOUNT BECAUSE THE CLIENT DOESN’T THINK YOU OR YOUR AGENCY ARE ANY GOOD.
SO HERE’S ANOTHER SIDE OF THIS ISSUE. OVER AND OVER AGAIN, AS A REPORTER, I RECEIVE PITCHES REGARDING SOME PRODUCT OR SERVICE WITH THE EXPECTATION I WOULD WRITE A NEWS STORY THAT AMOUNTS TO AN AD.
NOW MANY TIMES THE PRODUCT OR SERVICE IS KINDA COOL AND I’D LOVE TO INCLUDE IT IN A STORY BUT I EXPLAIN TO THE PR PERSON I’M GOING TO INCLUDE IT IN A BROADER TREATMENT THAT MAY INCLUDE COMPETITORS, IF THERE ARE ANY, OR POV FROM AN EXPERT ON THE VALUE OF THIS THING…DOES IT PROVIDE UNIQUE CAPABILITIES, COST-SAVINGS, IS IT A BENEFIT TO SOCIETY..YOU GET THE IDEA.
WELL..THIS JUST HAPPENED THIS WEEK. I WAS COVERING AN AUTO TECH SHOW AND WAS PITCHED AN INTERVIEW WITH SOMEONE FROM AN AUTOMOTIVE SUPPLIER THAT WOULD BE DEMONSTRATING A NEW IN-CAR CONTROL PLATFORM AIMED AT PROMOTING SAFETY WHILE ADDING FUNCTIONALITY. THAT’S THE VERY SHORT VERSION.
WELL..DRIVER DISTRACTION IS A HOT TOPIC AND WOULDN’T YOU KNOW IT, ALSO AT THE SHOW WAS A PANEL DISCUSSION ON THE SUBJECT. I EXPLAINED MY STORY WOULD LATCH ONTO THAT ANGLE AND INCLUDE CONTENT FROM BOTH THE PANEL AND THE AUTO SUPPLIER INTERVIEW AND DEMO.
AS I ALWAYS DO, I SENT THE PR GUY A LINK TO THE STORY AFTER IT WAS POSTED. GENERALLY, I’LL RECEIVE A REPLY THAT GOES SOMETHING LIKE, “GREAT STORY, THANKS SO MUCH FOR THE COVERAGE, NICE WORKING WITH YOU.” THIS TIME THOUGH, I GOT, “THANKS. BEST REGARDS.”
I’LL END WITH ONE OF MY FAVORITE ANECDOTES ABOUT EXECUTIVES STRUGGLING WITH THE DIFFERENCE BETWEEN AD AND ACTUAL NEWS STORIES. IT WAS BACK WHEN I COVERED GM FOR THE DETROIT NEWS.
I HAD CONDUCTED AN INTERVIEW WITH THE HEAD OF AN AUTO BRAND THAT NO LONGER EXISTS. DOING MY JOURNALISTIC DUTY, I SPOKE WITH A COUPLE OF ANALYSTS—NONE OF WHOM THOUGHT THE BRAND’S VEHICLES WERE VERY GOOD AND OF COURSE, I INCLUDED THAT IN THE STORY FOR BALANCE.
THE NEXT DAY THE EXECUTIVE’S PR PERSON CALLS ME AFTER THE PAPER HIT THE STREETS AND SAYS, “OH…SHE LOVED YOUR STORY….EXCEPT FOR THE BALANCE PART.”
SORRY TO MAKE HER MAD…BUT I’M NOT A MAD MAN.
THAT’S TALES FROM THE BEAT FOR THIS WEEK. THANKS SO MUCH FOR LISTENING. I HOPE YOU’LL COMMENT, SUBSCRIBE, SHARE. I’M ED GARSTEN AND I’LL BE BACK NEXT TIME WITH MORE TALES. TAKE CARE.
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Caught in a Comms Custody Battle
(BUCK OWENS..TOGETHER..AGAIN)
AH….TOGETHERNESS….IT’S A GREAT THING WHEN YOU WANNA GO TO THE MOVIE WITH SOMEONE, GRAB A BALLGAME OR A CONCERT….SHARE A BOWL..BUT NOT THE SAME FREAKIN’ STORY..
HI EVERYONE. I’M ED GARSTEN AND WELCOME TO EPISODE 83 OF TALES FROM THE BEAT, WHERE WE LOOK AT NEWS AND PR FROM BOTH SIDES OF THE SCRIMMAGE LINE.
SO THIS ACTUALLY HAPPENED TO ME IN THE LAST COUPLE OF WEEKS. I WON’T GIVE AWAY ANY ACTUAL NAMES OF COMPANIES OR INDIVIDUALS BECAUSE IT WOULD PISS THEM OFF BUT I THINK IT’S WORTH RELATING BECAUSE I’LL BET OTHER REPORTERS, AND PR PEOPLE WILL RELATE BECAUSE I DON’T THINK WHAT HAPPENED IS AS UNUSUAL AS SAY, VIVEK RAMASWAMEY MAKING SENSE.
OKAY….A PR AGENCY I ENJOY WORKING WITH VERY OFTEN PITCHES ME A STORY ABOUT A COMPANY THAT I’VE FOLLOWED CLOSELY FOR THE PAST FEW YEARS. I WRITE THE STORY AND POST IT.
I LET MY EDITOR AND OTHER AUTO WRITERS KNOW THE STORY IS LIVE.
USUALLY WHEN I DO THAT I GET A HAPPY LITTLE REPLY SAYING SOMETHING LIKE “THANKS ED!”
ONLY THIS TIME THE MESSAGE IS VERY DIFFERENT. IT SAYS, “D’OH, I WROTE THE SAME STORY!”
HEH.
WHAT’S THAT ALL ABOUT? IT’S ABOUT WTF! SO I REACH OUT TO MY PR CONTACT AND ASKED IF THEY DOUBLE-TEAMED MY PUBLICATION AS A BIT OF INSURANCE IN CASE ONE OF US PASSED ON THE STORY. IF THAT WERE SO, I WOULD BE VERY SURPRISED BECAUSE IT WOULD BE TOTALLY AGAINST TYPE FOR THIS AGENCY WHICH I HOLD IN THE VERY HIGHEST REGARD.
I WAS RELIEVED WHEN MY VERY PISSED OFF CONTACT ENSURED ME THAT WASN’T THE CASE AT ALL. OH, SHE WASN’T PISSED OFF AT ME…BUT WITH THE CLIENT.
WHEN I ASKED THE OTHER WRITER IF HE WAS PITCHED BY THE PR AGENCY HE SAID NO…THE CEO OF THE COMPANY HAD GONE DIRECTLY TO HIM TOTALLY BYPASSING THE AGENCY!
WITHOUT GETTING INTO THE WEEDS TOO MUCH, I FOUND OUT THE COMPANY HAD A CHANGE IN ITS COMMUNICATIONS LEADERSHIP AND APPARENTLY THE NEW FOLKS HAD NO REGARD FOR THE AGENCY OR HOW, EXACTLY, TO WORK WITH THE MEDIA. INDEED, THE COMPANY AND AGENCY WERE IN THE MIDST OF A..UM..DIVORCE…AND WE REPORTERS WERE APPARENTLY THE CHILDREN CAUGHT IN THE MIDDLE OF A CUSTODY BATTLE.
SO WHAT WERE THE RESULTS OF THIS? ONE, TWO REPORTERS FROM THE SAME NEWS ORGANIZATION WERE PITCHED THE SAME STORY BY TWO DIFFERENT ENTITIES NO LONGER EFFECTIVELY COMMUNICATING WITH EACH OTHER.\
TWO REPORTERS SPENT VALUABLE TIME AND EFFORT WRITING THE SAME DAMNED STORY!
OKAY..IT DOES HAPPEN FROM TIME TO TIME. THANKFULLY NOT OFTEN. BUT IT’S BULLSHIT ALL THE SAME.
FIRST OF ALL, HAVING SPENT OVER A DECADE IN COMMUNICATIONS AT A MAJOR AUTO COMPANY I KNOW THAT AT TIMES MANAGEMENT HAS NO USE FOR THE PR DEPARTMENT AND GOES ROGUE. IT RARELY TURNS OUT WELL SINCE MOST DENIZENS OF THE C-SUITE HAVE NEITHER THE TRAINING NOR EXPERIENCE IN WORKING EFFECTIVELY WITH THE MEDIA. INDEED, ONE SHORT-LIVED CEO AT THE CAR COMPANY ONCE GAMELY ASKED ME, “SHOULD I DO NEWS CONFERENCES?” I SAID, “ABSOLUTELY.” AND HE WHINED, “BUT ALL THEY DO IS ASK HARD QUESTIONS THAT I HAVE TO ANSWER ON THE SPOT.” IT’S WHY YOU GET THE BIG BUCKS, DROPSHOT!
WHEN YOU HAVE AN IN-HOUSE COMMS DEPARTMENT OR WORK WITH AN AGENCY, TRUST THOSE WHO HAVE THE EXPERTISE TO DO THE JOB PROPERLY! IF YOU’RE BREAKING UP WITH YOUR AGENCY BUT HAVEN’T YET TOTALLY CUT THE CORD, LET THEM COMPLETE THE JOB! BUT FOR GODSAKES, DON’T HAVE THE CEO OR OTHER COMPANY EXEC PITCHING REPORTERS AS WELL.
HERE’S THE THING…I’VE OFTEN RECEIVED CONFLICTING INFORMATION ON THE SAME STORY FROM BOTH A CEO AND PR AGENCY. YOU’D FIGURE THE CEO WOULD KNOW BEST BUT IT’S NOT TRUE! WHEN I ASKED THE PR PERSON TO RECONCILE THE CONFLICT, SHE SAID, OH, HE’S CITING OLD INFO. IT’S CHANGED. YEAH, SOMETIMES EVEN A CEO IS OUT OF THE LOOP. THEY’RE BUSY, BIG PICTURE PEOPLE. CAN’T KNOW EVERYTHING, RIGHT? SO STAY IN THE CORNER OFFICE AND LET THE PR PROS DO THEIR JOBS…AND BE A SINGLE VOICE ON BEHALF OF THE COMPANY FOR THE MEDIA.
COMING FULL CIRCLE NOW I HAVE A BIT OF A DECISION TO MAKE. IF I ZOOM OUT AT LOOK AT THE TOTALITY OF THE SITUATION I COULD JUST LAUGH OFF WRITING THE SAME STORY AS MY EDITOR AS A MINOR “OOPS.”
I COULD REMAINED PISSED OFF AT THE COMPANY’S CEO FOR TAKING THINGS INTO HIS OWN HANDS, CIRCUMVENTING A SOON-TO-BE FORMER PR AGENCY AND RESIST COVERING HIS COMPANY IN THE FUTURE.
BUT HERE’S THE THING. THE NEWS BUSINESS IS A MESSY ONE. SHIT HAPPENS. I DIDN’T LIKE GETTING CAUGHT IN THE MIDDLE BETWEEN THE BUSINESS TUMULT HAPPENING BETWEEN CLIENT AND AGENCY BUT YOU CAN’T LET THAT CRAP GET IN THE WAY OF MISSING A GOOD STORY OF VALUE TO YOUR READERS.
I CHOOSE TO ROLL WITH IT, SYMPATHIZE WITH A PR AGENCY THAT’S SPECTACULAR TO WORK WITH…AND NOW THAT I’VE VENTED IT, I’M GONNA OPEN A FRESH BOX OF TRISCUITS WHILE I PORE THROUGH THE 895 PITCHES IN MY INBOX AWAITING A RESPONSE. NONE OF THEM BETTER BE FROM A CLUELESS CEO OR OTHER COMPANY EXEC CIRCUMVENTING THE COMMS PEOPLE WHO HAVE PROBABLY ALREADY LINED UP COVERAGE…WITH THE RIGHT INFO.
IF YOU’RE NOT GETTING ALONG…DON’T GET ME IN THE MIDDLE. DON’T BOTH PITCH ME THE SAME STORY. GRAB A BOTTLE OF MUSCATEL, POUR A COUPLE OF GLASSES, AND A COUPLE MORE, MAKE THE LIQUID DISAPPEAR….AND WORK IT OUT LIKE ADULTS.
THAT’S TALES FROM THE BEAT FOR THIS WEEK. THANKS A LOT FOR LISTENING. I HOPE YOU’LL COMMENT, SHARE, SUBSCRIBE. I’M ED GARSTEN AND I’LL BE BACK NEXT TIME WITH MORE TALES. TAKE CARE.
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NO Ways
Whether a reporter rejects a story pitch from a PR person or a PR person demurs on a reporter’s request for a comment or interview, just saying the word “no” seems to be an issue in favor of more long-winded and insincere responses.
In this week’s episode of Tales From the Beat I look at the art of “no” and why there’s no need to blather on and on. Just get it done concisely and professionally. I’ll also show you how ChatGPT handled the task. It ain’t pretty!
( Human Beinz)
NOooo…nooo..TWO LITTLE LETTERS, PACK SO MUCH DISAPPOINTMENT, FRUSTRATION, NEGATION. IF THE WORD IS SO SHORT, WHY ARE WE SO LONG-WINDED IN AVOIDING IT, ONLY TO SAY THE SAME THING?
HI EVERYONE. I’M ED GARSTEN AND WELCOME TO EPISODE 82 OF TALES FROM THE BEAT WHERE WE LOOK AT NEWS AND PR FROM BOTH SIDES OF THE SCRIMMAGE LINE.
WHEN I ASK PEOPLE THAT QUESTION I GET ANSWERS LIKE, “WELL, THAT’S SO ABRUPT!” OR “KINDA RUUUUDE!” WHY? THE PERSON ASKING FOR SOMETHING YOU DON’T WANT TO AGREE TO GETS THEIR ANSWER QUICKLY AND YOU GET TO MOVE ON TO RUINING SOMEONE ELSE’S DAY FORTHWITH.
WHY AM I ACTING SO NEGATIVE THIS WEEK? WELL, IT’S BECAUSE I SPEND A LOT OF TIME SAYING NO WITHOUT SAYING NO IN THE HONEST QUEST TO SOUND COURTEOUS, RESPECTFUL AND PROFESSIONAL…AND NOT LIKE AN ARROGANT ASSHOLE.
IN FACT, I GO THROUGH ALL SORTS OF SEMANTIC HOOPS TO SAY NO IN THE MOST TACTFUL, YET EXPEDIENT WAY WHEN I HAVE TO TURN DOWN A STORY PITCH. IT’S SOMETHING EVERY REPORTER IS FACED WITH. MOST STORY PITCHES YOU RECEIVE DON’T HIT THE MARK, OTHERS ARE POORLY WRITTEN, SOME YOU JUST DON’T LIKE FOR ONE REASON OR ANOTHER.
WHEN PR PEOPLE DESPAIR THEY’RE NOT GETTING RESPONSES TO THEIR PITCHES IT’S BECAUSE BESIDES BEING CRUSHED FOR TIME REPORTERS DREAD HAVING TO COME UP WITH DIFFERENT WAYS OF SAYING NO WITHOUT JUST SAYING IT.
YOU CAN TAKE THE EASY WAY OUT AND USE AI TO GENERATE A REJECTION. I’LL SAVE YOU THE TROUBLE. I ASKED CHATGPT TO WRITE A REJECTION TO A STORY PITCH TO A PR PERSON. READY? GRAB A CUP OF COFFEE OR A DEXADRINE TO STAY AWAKE WHILE I READ WHAT MY BOT BITCH WROTE. HERE GOES:
Subject: Re: Story Idea Submission – “The Enigmatic Expedition”
Dear [PR Person’s Name],
Thank you for reaching out and presenting the story idea titled “The Enigmatic Expedition.” We appreciate the effort you’ve put into crafting this proposal and the opportunity to review it. However, after careful consideration, we regret to inform you that we will not be pursuing this particular story idea for publication at this time.
While the concept of an enigmatic expedition certainly holds potential intrigue, we found that it lacks the unique angle or narrative hook that would make it stand out amidst the plethora of adventure and exploration-themed content in today’s media landscape. Additionally, the proposed storyline seemed somewhat generic and failed to capture our attention in a way that would compel our readers.
We understand the importance of fresh and compelling storytelling, and we encourage you to continue brainstorming and refining your ideas. If you have any other story concepts or pitches that you believe might align more closely with our publication’s interests and audience, please don’t hesitate to submit them for consideration in the future.
REALLY? THAT SOUNDS LIKE SOMETHING A COLLEGE KID ASSIGNED A 10-THOUSAND WORD RESEARCH PAPER WOULD WRITE, PADDING EVERY SENTENCE WITH PURE GRADE A BULLSHIT. IF I WAS A PR PERSON RECEIVING THIS MIS-GUIDED MISSILE I’D HANG UP MY FLAK JACKET FOR GOOD AND HEAD FOR THE NEAREST PUB—DURING 4 FOR 1 HAPPY HOUR AND OBLITERATE ANY REMNANTS OF RECENT MEMORY.
NOW, I HAVE SEEN THIS ACTUAL CONCISE, ALMOST CURT, REJECTION FROM A HUMAN BEING REPORTER. “NOPE, NOT FOR ME.” I KINDA LOVE THAT ONE. NOT REALLY RUDE, NOT ENTIRELY POLITE, BUT NOT ASS-HOLEY. JUST FOUR MONOSYLLABIC WORDS THAT MAKE IT CLEAR THE STORY PITCH DIDN’T FIND A FAN.
THERE’S A VARIATION OF THAT ONE THAT DOES KINDA CROSS THE LINE. IT GOES LIKE THIS, “NOPE, NOT REALLY FOR ME.” WELL, REALLY! IN CASE JUST SIMPLY SAYING “NOT FOR ME” DIDN’T ADEQUATELY CONVEY REJECTION. PERSONALLY, I REALLY FIND PEOPLE WHO TOSS IN REALLY, ARE REAL TWITS.
WHAT DO I USE? WELL, I HAVE A SORT OF REJECTION COLLECTION THAT RANGES FROM RESPECTFUL TO CONTEMPTUOUS.
FOR MOST PITCHES THAT I JUST DON’T CARE FOR I’LL REPLY WITH A SIMPLE “THANKS FOR GETTING IN TOUCH WITH YOUR STORY IDEA, BUT I HAVE TO PASS.”
DON’T HAVE THE BALLS TO SAY THAT, YOU CAN ALWAYS USE THE COWARD’S COROLLARY: “THANKS FOR GETTING IN TOUCH WITH YOUR STORY BUT MY EDITOR HAS DECIDED TO PASS AT THIS TIME.”
SOMETIMES IT’S A PRETTY GOOD STORY BUT YOUR CALENDAR IS FULL. SO THAT’S HOW I RESPOND. “THANKS A LOT FOR GETTING IN TOUCH. GREAT STORY BUT I’M AFRAID MY EDITORIAL CALENDAR IS COMPLETELY FULL AT THIS TIME.”
THEN THERE’S MY RESPONSE TO A WEAK OR HALF-BAKED PITCH. “THANKS FOR YOUR STORY IDEA BUT IT’S JUST NOT RIGHT FOR MY PUBLICATION.” IT LETS THEM KNOW THEY MISSED THE MARK WITHOUT COMPLETELY INSULTING THE HARD-WORKING PR PERSON WHO MAY HAVE BEEN COMPELLED TO TRY TO SELL A NON-STORY BY THE CLIENT.
WHERE IT GETS TIME-CONSUMING IS WHEN THE PR PERSON COMES BACK AT YOU AND ASKS WHY? OY. THE TRICK IS NOT TO WASTE TOO MUCH TIME BY BEING CONCISE AND DIRECT.
“THE STORY DID NOT HAVE SUFFICIENT NEWS VALUE,” OR “THE STORY DID NOT FIT THE SUBJECTS I COVER ON MY …… BEAT.” ON OCCASION , WHEN APPROPRIATE, I’LL ADD, “THIS IS AN INCREMENTAL DEVELOPMENT. PLEASE COME BACK TO ME WHEN THINGS ARE FURTHER ALONG.”
NOW BECAUSE I’M OF A CERTAIN AGE AND SEMI-RETIRED WITH A LITTLE MORE TIME THAN FULL-TIME JOURNALISTS, IF I HAVE A LONG-STANDING RELATIONSHIP WITH A PR PERSON I WILL OFFER MORE DETAILED COMMENTARY. IF I THINK THEIR PITCH WAS CLOSE BUT JUST MISSED I HAVE ACTUALLY OFFERED SOME THOUGHTS ON WHAT WOULD HAVE WORKED OR WHAT WAS MISSING.
I HAVE EVEN ENJOYED WHEN SOME OF THE SHARPER, MORE EXPERIENCED PR PEOPLE REBUT MY REJECTION AND ATTEMPT TO SAVE TO THE STORY BY TELLING ME WHY I’M WRONG. IN A COUPLE OF INSTANCES OUR LITTLE DEBATES RESULTED IN RECASTING THE STORY AND SAVING THE DAY FOR BOTH OF US.
OK..SO FAR ALL I’VE BLATHERED ON ABOUT IS REPORTERS SAYING NO TO PR PEOPLE. IT DOES WORK THE OTHER WAY TOO.
WELL..JUST THE OTHER DAY I INVITED A COMPANY I OFTEN COVER TO ADD SOME COMMENTS IN A STORY WHERE IT WOULD BE MENTIONED BUT NOT NECESSARILY FEATURED. SO I REQUESTED A SHORT INTERVIEW WITH THE CEO, WITH WHOM I’VE SPOKEN SEVERAL TIMES OVER THE YEARS.
THIS TIME AROUND, AFTER A DAY OR TWO, I GET AN EMAIL FROM THE COMPANY FLAK SAYING NOT JUST THE CEO, BUT NO ONE FROM THE COMPANY COULD SPEAK WITH ME DUE TO “SCHEDULING ISSUES.”
LOOK, I NEVER LIVED ON A FARM BUT I’M QUITE FAMILIAR WITH THE AROMA OF A BOVINE B.M. SMELLED A LOT LIKE SOMEONE JUST COULDN’T SAY ‘NO’ BUT I’LL GIVE HER A COUPLE OF STYLE POINTS.
TO ME THAT WAS A MISSED OPPORTUNITY BECAUSE IT WASN’T A NEGATIVE STORY AND WOULDN’T HAVE PUT THE COMPANY IN A BAD LIGHT…INDEED IT WAS A WAY TO BROADEN THE SCOPE OF THE STORY AND GIVE OTHER RELATED COMPANIES A LITTLE EXPOSURE. IT’S OK…THAT COMPANY’S COMPETITION WAS HAPPY TO PLAY.
TRUTH IS, JUST BY NATURE OF OUR BUSINESS YOU CAN’T SAY NO TO SAYING NO AT TIMES BUT LOOK, EVERYONE’S JUST TRYING TO DO THEIR JOBS WITH NOT A LOT OF TIME TO WASTE, SO WHEN YOU DO HAVE TO SAY NO, JUST GET IT DONE TACTFULLY, PROFESSIONALLY, CONCISELY…TO THAT STRATEGY FOR SAYING NO… I SAY ..YES.
THAT’S TALES FROM THE BEAT FOR THIS WEEK. THANKS SO MUCH FOR LISTENING. I HOPE YOU’LL COMMENT, SHARE, SUBSCRIBE. I’M ED GARSTEN AND I’LL BE BACK NEXT TIME..WITH MORE TALES. TAKE CARE.
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PR Agency Head Mike DeVilling Answers “Why Not Me?”
The one question PR people ask themselves daily is “why not me?” Why don’t reporters respond to my story pitches, or when they do, reject them.
In this week’s episode I speak with Mike DeVilling, a PR pro’s pro who run the suburban Detroit PR agency Westshore Public Relations. He provides the answers.
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Hidden Figures
Oh joy! It’s earnings season and that’s when PR people and their companies are playing a game of hidden figures in their news releases, especially when the news is bad. This week’s episode looks at that, and why that’s a losing game. There’s also a mention, for some reason, of disc golf.
HIDDEN FIGURES……
HI EVERYONE. I’M ED GARSTEN AND WELCOME TO EPISODE 80 OF TALES FROM THE BEAT, WHERE WE LOOK AT NEWS AND PR FROM BOTH SIDES OF THE SCRIMMAGE LINE.
I’M A LITTLE LATE THIS WEEK BECAUSE MY DAUGHTER AND HER PARTNER GOT ME HOOKED ON DISC GOLF. HAVE YOU TRIED IT? IT’S CHEAP AND FUN. YOU THROW A BUNCH OF DISCS, DON’T CALL ‘EM FRISBEES, AT BASKETS HUNDREDS OF FEET AWAY AND MOST OF THE COURSES ARE FREE AND FEATURE SOME REALLY COOL AND CHALLENGING HOLES THAT TAKE YOU THROUGH DIFFERENT ELEVATIONS AND FOREST TRAILS…AND YOU GET A GOOD WALK OUT OF IT.
I LIKE IT BETTER THAN PICKLEBALL BECAUSE EACH COURSE IS DIFFERENT, YOU DON’T HAVE TO FIGHT FOR A COURT AND YOU’RE NOT DISTURBING THE NEIGHBORS WITH THE INCESSANT WHACK WHACK WHACK OF A HARD PADDLE ON A PLASTIC BALL DRIVING EVEN THE MOST MELLOW HUMAN BEINGS TO THOUGHTS OF GERIATRIC-CIDE TO JUST…MAKE…IT…STOP!
OK…I HAD MY LITTLE RANT.
IF YOU HAVEN’T NOTICED, BESIDES SPRING, IT’S EARNINGS SEASON WHEN PUBLICLY-HELD COMPANIES REPORT THEIR FIRST QUARTER FINANCIAL RESULTS. MAKE MONEY, LOSE MONEY, MAKING SHAREHOLDERS HAPPY OR FOMENTING A MASS SELLOFF TO GET OUT BEFORE THE COMPANY GOES UNDER.
COVERING THESE FINANCIAL ANNOUNCEMENTS IS LIKE LOOKING FOR WALDO. YOU KNOW THE GUY IS IN THE PICTURE, BUT HE’S HARD TO FIND UNLESS YOU KNOW THE TRICKS OF HOW THE ARTIST HIDES HIM.
QUITE OFTEN THAT’S THE CHALLENGE REPORTERS FACE…ESPECIALLY IF THE COMPANY IS LOSING MONEY OR MADE A SMALLER PROFIT THAN EXPECTED.
YOU SEE IT’S THE JOB OF PR PEOPLE TO MAKE EVEN LOUSY RESULTS LOOK LIKE THE COMPANY IS IN FINANCIAL CLOVER, SO THEY CONSTRUCT THE RELEASE LIKE A WHERE’S WALDO PICTURE. THE REAL BOTTOM LINE IS IN THERE SOMEWHERE, BUT THE REPORTER, UNDER A TIGHT DEADLINE, HAS TO PICK THROUGH THE VERBIAGE TO FIND IT. ESPECIALLY IF IT’S BAD NEWS.
AN EXAMPLE.
SAY A COMPANY SOLD A LOT OF STUFF BUT DIDN’T MAKE MUCH MONEY DOING SO. IN FACT, THE COMPANY MADE LESS MONEY IN THE QUARTER THAT JUST ENDED COMPARED WITH THE SAME QUARTER THE PREVIOUS YEAR. THE YEAR-OVER-YEAR COMPARISON IS WHAT REPORTERS GENERALLY USE TO FRAME A COMPANY’S FINANCIAL PERFORMANCE.
WHAT THE PR DEPARTMENT WILL DO IS BURY THE NEGATIVE WITH A POSITIVE. FOR EXAMPLE:
“ANACHRONISM INCORPORATED REPORTED FIRST QUARTER REVENUES WERE UP 79 PERCENT COMPARED WITH THE SAME PERIOD A YEAR AGO BASED ON INCREASED CONSUMER DEMAND FOR AUTONOMOUS ZIPPERS.
SOUNDS GOOD, RIGHT? THIS COMPANY’S MAKIN’ MONEY, RIGHT? WRONG. ITS SALES ARE UP BUT YOU HAVE TO GET THROUGH A COUPLE OF PARAGRAPHS BEFORE FINDING OUT WHAT’S REALLY GOING ON..AKA, THE BOTTOM LINE.
AFTER SOME FOLDEROL ABOUT HOW THEIR AUTONOMOUS ZIPPERS ARE FILLING A NICHE IN THE UNNECESSARY PRODUCT SEGMENT, THEY’LL SLIP IN THERE SOMETHING LIKE THIS:
“FOR THE QUARTER ANACHRONISM INC. REPORTED EBIDTA OF $128 BILLION COMPARED WITH $134 BILLION DURING Q1 A YEAR AGO.”
EBITIDA IS AN ACRONYM FOR EARNINGS BEFORE INTEREST, TAXES, DEPRECIATION, AND AMORTIZATION..” COMPANIES LIKE TO SHOWCASE THAT NUMBER BECAUSE IT’S GENERALLY HIGHER THAN THE REAL BOTTOM LINE. BUT IT’S NOT THE FULL STORY WHICH IS WHY EBITDA DOES NOT FALL UNDER GENERALLY ACCEPTED ACCOUNTING PRICIPLES, OR GAAP.
OK, WE’RE GETTING WARMER, BUT NOT THERE YET UNTIL YOU DIVE DEEPER INTO THE RELEASE OR THE ACTUAL FINANCIAL STATEMENT TO FIND THE REAL BOTTOM LINE, WHICH IS NET INCOME==AND THAT’S LOWER THAN EBITDA BECAUSE IT INCLUDES THE ITEMS EBITDA OMITS.
REPORTERS NOT EXPERIENCED IN REPORTING FINANCIAL DATA OFTEN MAKE THE MISTAKE OF USING THE EBITDA FIGURE AND THAT MAKES COMPANIES HAPPY.
I’LL ADMIT. IF YOU’RE NEW AT DECIPHERING THIS STUFF IT CAN BE CONFUSING. I DIDN’T HAVE TO CONDUCT ANY HARD CORE FINANCIAL REPORTING WHEN I WORKED AT CNN BUT WHEN I STARTED WORKING FOR THE ASSOCIATED PRESS AS NATIONAL AUTO WRITER I WAS THROWN INTO IT LIKE A FRENCH FRY IN SCALDING OIL.
WHEN YOU WORK FOR A WIRE SERVICE YOU HAVE TO BANG OUT THE COPY IN WARP SPEED…WITHOUT ANY MISTAKES.
I WASN’T NEARLY PREPARED FOR THAT. NOW THIS WAS IN THE 2001-2002 TIME PERIOD AND BACK THEN THE AUTOMAKERS WOULD INVITE BEAT WRITERS TO THEIR HEADQUARTERS ON EARNINGS DAY WHERE THEY WOULD PROVIDE YOU WITH THE FIGURES AHEAD OF THEIR OFFICIAL RELEASE SO YOU COULD PREPARE THE STORY IN TIME TO PUBLISH IT THE MOMENT THEY WERE MADE PUBLIC. THEY ALSO PROVIDED LOTS OF COFFEE, DANISH, BAGELS AND…THANKFULLY, PEOPLE ON HAND TO HELP YOU DECIPHER THE GOBBLEDEGOOK. THOSE ANGLES SAVED MY ASS MANY TIMES.
IN TIME YOU LEARN HOW TO NAVIGATE THE RELEASES AND THE FINANCIAL STATEMENTS TO FIND THE TRUE COMPLEXION OF A COMPANY’S PERFORMANCE. IN ALL HONESTY, ONCE YOU BECOME ADEPT AT THAT, YOU CAN PRETTY MUCH SKIP THE RELEASE FOR THE NUMBERS GOING DIRECTLY TO THE FINANCIAL STATEMENT. THEN GO BACK TO THE RELEASE FOR MAYBE THE CANNED QUOTES YOU CAN USE IN YOUR STORY.
FINANCIAL STATEMENTS ARE ALSO GOLD MINES FOR OTHER ANGLES OFTEN NOT INCLUDED IN RELEASES SUCH AS PROFIT MARGINS, INVENTORIES, MARKETSHARE, CASH FLOW, EARNINGS PER SHARE AND ANY UNUSUAL EXPENSES.
THEY ALSO REVEAL HOW INDIVIDUAL UNITS OF A COMPANY ARE PERFORMING. THAT HELPS YOU DISCOVER WHAT PARTS OF A COMPANY ARE CONTRIBUTING AND WHICH ARE DRAGGING IT DOWN.
SO NOW LET’S LOOK AT AN ACTUAL FINANCIAL RELEASE THAT KINDA GETS IT.
IT’S FROM A MAJOR AUTOMOTIVE SUPPLIER POSTED JUST THIS WEEK.
THE LEAD JUST SAYS SO AND SO COMPANY REPORTED ITS FIRST QUARTER RESULTS.
THEN IT ATTEMPTS TO BE VERY HELPFUL WITH A SERIES OF BULLET POINTS:
- Net sales of $933 million with a return to positive growth-over-market1
- Net income of $42 million
- Adjusted EBITDA of $102 million or 10.9% of sales
- Operating cash flow of $69 million and adjusted free cash flow of $34 million
- Launched 26 new products across 14 OEMs
- Won $1.4 billion in new business, including over $400 million of displays wins
- Net cash of $175 million at quarter end
QUICK QUIZ. WHAT’S NOT INCLUDED IN THE BULLET POINTS? WHETHER OR NOT THE COMPANY’S RESULTS WERE BETTER OR WORSE THAN THE YEAR BEFORE!
TO GET THAT YOU HAVE TO READ BEYOND THE BULLET POINTS INTO THE NARRATIVE WHICH REVEALS THE NET SALES OF 933 MILLION NOTED IN THE FIRST BULLET POINT WAS ACTUALLY 34 MILLION LOWER THAN DURING Q1 OF 2023. THEN IT GOES ON TO EXPLAIN WHY THAT HAPPENED.
LATER IN THE NARRATIVE IT ONLY GIVES A COMPARISON BETWEEN THE EBITDA NUMBERS FROM THIS YEAR AND LAST YEAR…NOT THE INCOME. YOU WOULD HAVE TO DIVE DEEP INTO THE ACTUAL FINANCIAL REPORT TO GET THAT.
C’MON PR PEOPLE. I’LL LET YOU IN ON A SECRET. PLAYING THESE GAMES IS A TOTAL WASTE OF TIME!
WE KNOW HOW TO READ FINANCIAL REPORTS SO IF THERE’S BAD NEWS WE’RE GONNA FIND IT AND REPORT IT. SO DON’T SCREW AROUND TRYING TO HIDE NEGATIVE NEWS. JUST BE HONEST AND PLACE THE BOTTOM LINE ON THE TOP LINE OF THE RELEASE.
YEAH, YEAH, I KNOW. A LOT OF PR PEOPLE WOULD JUST AS SOON DO THAT BUT THE BOYS AND GIRLS IN THE C-SUITE INSIST ON THIS NONSENSE. AGAIN….NO ONE IS FOOLED. NOT REPORTERS, NOT FINANCIAL ANALYSTS. WE KNOW WHERE YOUR NUMBERS LIVE AND WHERE THEY’RE HIDING.
BEEN THERE DURING MY TIME WORKING CORPORATE PR AT A MAJOR CAR COMPANY FOR 11 YEARS. HARD TO CALL BULLSHIT TO THE BIG BOSS. YOU CAN, DISCREETLY, HOWEVER, EXPLAIN THE COMPANY WILL ACTUALLY LOOK A LOT BETTER BY BEING HONEST AND TRANSPARENT. BESIDES, IF YOU HAD A BAD QUARTER, IT’S GONNA GET OUT. HA! YOU MAY GET THROWN OUT OF THE OFFICE, BUT YOU TRIED….IN A CORPORATE FINANCIAL REPORT, THERE ARE NO HIDDEN FIGURES.
STRESSFUL STUFF. MAYBE GO OUT AND PLAY A ROUND OF DISC GOLF.
THAT’S TALES FROM THE BEAT FOR THIS WEEK. THANKS SO MUCH FOR LISTENING. HOPE YOU’LL COMMENT, SHARE, SUBSCRIBE. I’M ED GARSTEN AND I’LL BE BACK NEXT WEEK WITH MORE TALES. TAKE CARE.
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Pitcher’s Duel
Story pitching can be a duel between PR person and reporter. A new study from marketing firm PROPEL sheds light on how often reporters open pitches, when they open them, when they respond and what makes a good story pitch. This week’s episode summarizes the study’s findings along with some personal commentary.
PITCHES DELIVERED BUT NOT GENERATING SWINGS.
HI EVERYONE. I’M ED GARSTEN AND WELCOME TO EPISODE 79 OF TALES FROM THE BEAT.
ONE PIECE OF RESEARCH I LOOK FORWARD TO RECEIVING EVERY THREE MONTHS IS THE QUARTERLY MEDIA BAROMETER FROM MARKETING COMPANY PROPEL.
IT’S GOT ALL SORTS OF USEFUL STUFF RELATED TO THE RELATIONSHIP BETWEEN PR PEOPLE AND REPORTERS BASED ON nearly a half million pitches sent to journalists.
SOME WEEKS I FEEL LIKE I’M RECEIVING A HALF-MILLION PITCHES…AND THEY RANGE FROM EYE-GLAZERS TO RAZOR SHARP. THE TRICK IS SORTING THROUGH THE ONES THAT ARE PITCH PERFECT.
WELL I JUST RECEIVED THE Q2 REPORT FROM PROPEL AND IT’S SOBERING IF YOU MAKE YOUR LIVING PITCHING STORIES TO GUYS LIKE ME WHO DESPERATELY WANT GREAT STORIES BUT DON’T HAVE NEARLY ENOUGH TIME TO SIFT THROUGH EVERY STORY PROPOSAL.
HERE’S SOME OF WHAT PROPEL FOUND:
JOURNALISTS OPENED ABOUT 46 PERCENT OF THE PITCHES THEY RECEIVED BUT HARDLY EVER RESPOND TO THEM .
IN FACT, THE PROPEL STUDY FOUND REPORTERS WERE ONLY RESPONDING TO 3.43 PERCENT OF ALL THE PITCHES THEY RECEIVE. THAT SOUNDS LIKE A REALLY LOW NUMBER. WELL..IT IS. BUT GUESS WHAT? THAT’S AN 8.9 PERCENT INCREASE OVER THE RESPONSE RATE DURING THE FIRST QUARTER AND THE HIGHEST PROPEL’S EVER RECORDED!
WHY THE SPIKE? PROPEL SAYS IT’S DUE TO PR PEOPLE GETTING A LITTLE MORE STRATEGIC—SENDING FEWER PITCHES, BUT TARGETING AND PERSONALIZING THEM BETTER.
I’LL TELL YOU WHAT WORKS FOR ME. RECEIVING PITCHES THAT ARE SHORT, WITH SUBJECT LINES THAT TELL ME IMMEDIATELY IF THERE’S REAL NEWS THAT FITS MY BEAT AND AUDIENCE.
IT TAKES TALENT AND EXPERIENCE TO BE ABLE TO WRITE WELL CRAFTED PITCHES, BUT PROPEL SAYS THE INCREASING USE OF ARTIFICIAL INTELLIGENCE…A-I, IS A TOOL BEING USED MORE OFTEN TO HELP PR PROS IMPROVE THEIR PITCHES. AS LONG AS WHAT’S BEING GENERATED IS CLOSELY SCREENED FOR ACCURACY THEN I’M FINE WITH IT.
HAVING ANOTHER USEFUL TOOL IN THE RACK CAN NEVER BE BAD. BESIDES, WE ALL HAVE BRAIN FARTS ONCE IN AWHILE TRYING TO FIND THAT PERFECT WORD OR PHRASE.
BUT GUESS WHAT? IRONICALLY, STORY PITCHES REGARDING A-I DIE ON THE VINE.
DESPITE IT BEING ABOUT THE HOTTEST TECHNOLOGY AND THE SUBJECT OF THE MOST PITCHES, THE RESPONSE RATE FOR A-I RELATED STORY PROPSALS IS A DISMAL 1.43 PERCENT, DOWN 62 PERCENT FROM Q1.
WHAT A-I PITCHES WIN? “. If a communicator wants to talk about AI, it better be groundbreaking to break through the noise,” THE PROPEL STUDY WARNED.
SO TRUE. I RECEIVE SO MANY PITCHES WITH A-I IN THE SUBJECT LINE THEY START TO ALL LOOK THE SAME. UNFORTUNATELY, IT’S PART OF PR PLAYING THE SEO GAME. A-I IS A HIGHLY SEARCHED TERM, BUT IT DOESN’T MEAN STORIES WITH THAT TERM WILL NECESSARILY WIN EYEBALLS UNLESS THE DESCRIPTION IN THE SEARCH RESULTS IS COMPELLING.
I’LL ADMIT, I DON’T ALWAYS OPEN PITCHES RIGHT AWAY BUT PROPEL FOUND REPORTERS ARE STARTING TO DO SO SOONER…ESPECIALLY WITHIN A HALF HOUR OF RECEIVING THEM.
SEEMS QUICK, BUT THE STUDY SHOWED 4.33 PERCENT INCREASE IN THE NUMBER OF PITCHES OPENED WITHIN 30 MINUTES…THE BIGGEST JUMP OF ANY OF THE TIME FRAMES EXAMINED IN THE STUDY.
FOR ME, IT ALL DEPENDS ON A FEW THINGS. FIRST AND FOREMOST, THE QUALITY OF THE SUBJECT LINE AND IF IT APPLIES TO MY BEAT. SECOND, HONESTLY, WHO SENT IT. THERE ARE SOME PR PEOPLE I WORK WITH OFTEN….TRUST THEM…ENJOY WORKING WITH THEM..AND EVEN IF I’M NOT SURE ABOUT THE SUBJECT, I’LL GIVE THEM THE BENEFIT OF AT LEAST OPENING THE PITCH AND RESPONDING ONE WAY OR THE OTHER….RELATIONSHIP BUILDING.
HERE’S A HEAD SCRATCHER. THE STUDY FOUND THE DAY MOST PITCHES ARE SENT IS TUESDAY. WHY TUESDAY? DOESN’T SAY. PEOPLE STILL SLEEPING OFF THEIR WEEKENDS? WHAT DO PR PEOPLE THINK WE REPORTERS DO ON MONDAYS? IN THE OLD DAYS, I’D SAY A GOOD GUESS WAS HAVING COUPLE M ARTINI LUNCHES WITH SOURCES TO GET THEM TO LOOSEN UP. YOU TAKE SOURCE TO LUNCH NOW AND IT’S ALL ABOUT FLAVORED ICE TEA OR MAKING THE LIFE CHOICE OF SPARKLING OR STILL WATER. IT AIN’T RIGHT.
OK…I SOMETIMES LIVE IN THE PAST, BUT IT WAS DAMN FUN. WELL…THE STUDY FOUND THAT, INCREDIBLY, REPORTERS MOST OFTEN ALSO OPEN PITCHES ON TUESDAY…BUT THE MAJORITY OF RESPONSES DON’T COME UNTIL THURSDAY! AGAIN…NO REASONS GIVEN BUT PERSONALLY, I DON’T HAVE A FAVORITE DAY TO RESPOND, ALTHOUGH I’M PARTIAL TO WEDNESDAYS , BECAUSE THAT’S THE SAME DAY I PUT OUT MY HOUSEHOLD TRASH. COINCIDENCE? NAHH…I’M JUST BEING A WISEASS. I HAVE NO SPECIAL DAY TO RESPOND. I DO WHEN I DO DEPENDING ON WHAT ..I’M…….DOING. PROFOUND, RIGHT?
JUST LIKE THE PROCESS THAT TAKES YOUR BIG MAC THROUGH YOUR SYSTEM TO ITS FINAL DIGESTING PLACE, THERE’S A PERISTALSIS TO THE WHOLE DEAL…HOW LONG IT TAKES FROM A STORY TO GO FROM PITCH TO PUBLICATION.
PROPEL’S STUDY FOUND 50 PERCENT OF STORIES ARE PUBLISHED WITHIN THREE DAYS OF THE INITIAL PITCH. I GUESS THAT HAS A LOT TO DO WITH HOW TIMELY THE STORIES ARE. I LOVE THE REACTION WHEN I TELL SOMEONE I JUST INTERVIEWED I’LL HAVE THE STORY LIVE ON THE FORBES WEBSITE WITHIN THE NEXT TWO TO THREE HOURS, DEPENDING ON THE SUBJECT AND COMPLEXITY OF THE STORY. THAT ALL COMES FROM BANGING ‘EM OUT AT WARP SPEED OVER THE YEARS FOR CNN AND THE ASSOCIATED PRESS.
SO WHAT HAVE WE LEARNED FROM PROPEL’S Q2 MEDIA BAROMETER? ALL THE STUFF WE’VE TALKED ABOUT HERE ON TALES FROM THE BEAT OVER THE LAST MANY EPISODES.
KEEP PITCHES SHORT..TO THE POINT, TIMELY, RELATED TO THE REPORTER’S BEAT AND AUDIENCE AND ABOVE ALL…CONTAIN ACTUAL NEWS.
YOU WANT ME TO OPEN YOUR PITCH, THROW IT OVER THE PLATE. I DON’T BITE ON CURVE BALLS, CHANGE UPS OR SLIDERS BECAUSE THAT REQUIRES GUESSWORK AND I’M TOO BUSY TO PLAY GAMES.
THAT’S TALES FROM THE BEAT FOR THIS WEEK. THANKS SO MUCH FOR LISTENING. I’M ED GARSTEN AND I’LL BE BACK WITH MORE TALES NEXT WEEK. TAKE CARE.
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Bridge and Tumult
Two-parter this week. Finding a local tie-in to a big story is smart, but I found a headline making a valiant attempt that missed the mark. I discuss that and one legendary headline screwup due to one little editing mistake. Second part looks at Gannett’s idiotic decision to drop the AP. I worked for both.
A BALTIMOR-ON HEADLINE…
GANNETT’S CROSS-WIRES
A BIT OF A GRAB BAG OF WHAT THE LATE, GREAT SINGER-SONGWRITER HARRY CHAPIN TITLED HIS FOURTH ALBUM—VERITIES AND BALDERDASH.
HI EVERYONE. I’M ED GARSTEN AND WELCOME TO EPISODE 77 OF TALES FROM THE BEAT..WHERE WE LOOK AT NEWS AND PR FROM BOTH SIDES OF THE SCRIMMAGE LINE.
I’LL START WITH THE TERRIBLE ACCIDENT IN BALTIMORE. A GIANT CONTAINER SHIP LOSES POWER LEAVING ITS CREW WITHOUT THE ABILITY TO STEER IT OFF ITS COLLISION COURSE WITH A PIER SUPPORTING THE FRANCIS SCOTT KEY BRIDGE. THE BRIDGE COLLAPSES AND AT LEAST SIX CONSTRUCTION WORKERS ON THE JOB REPAIRING POTHOLES ON THE BRIDGE’S ROADWAY ARE SENT INTO THE FRIGID WATER AND ARE BELIEVED TO HAVE DIED.
FOR SURE, THIS IS A HUGE INTERNATIONAL STORY…NOT ONLY BECAUSE OF THE VIDEO SHOWING THE ACTUAL MOMENT OF THE ACCIDENT AND THE BRIDGE’S COLLAPSE, BUT BECAUSE IT INVOLVES LOSS OF LIFE AND A LONG-TERM CLOSURE OF ONE OF THE MOST IMPORTANT PORTS IN THE U.S.
AS ANYONE IN LOCAL NEWS KNOWS, THERE’S ALWAYS PRESSURE TO FIND A LOCAL ANGLE IN BIG STORY. WHEN I WAS CNN’S DETROIT BUREAU CHIEF, WE OFTEN FOUND OURSELVES CHASING AN ANGLE RELATED TO THE BIG STORY—BEST EXAMPLE, OKLAHOMA CITY BOMBER TIMOTHY MCVEIGH AND HIS COHORT TERRY NICHOLS WERE FROM MICHIGAN. IT HAPPENED OFTEN ENOUGH WE STARTED CALLING MICHIGAN THE ‘KEVIN BACON OF STATES’—A PLAY ON THE GAME SIX DEGREES OF KEVIN BACON WHERE THE PLAYERS ALL COME UP WITH SOME SORT OF PERSONAL CONNECTION TO THE ACTOR.
IN THAT CASE, THOUGH, THERE WAS AN ACTUAL LOCAL TIE-IN TO THE EVENT THAT OCCURRED A THOUSAND MILES AWAY.
SOMETIMES, HOWEVER, THAT SEARCH FOR A LOCAL TIE-IN IS EITHER TOO FAR A REACH, OR IN THE CASE OF A HEADLINE IN THE DETROIT FREE PRESS, A VICTIM OF UNFORTUNATE VERBIAGE.
SO I OPEN THE PAPER THE DAY AFTER THE ACCIDENT AND THE LEAD HEADLINE IN THE FREEP SCREAMS: Baltimore bridge collapse: Could it happen in Michigan?
THE SHORT ANSWER TO THE QUESTION THE WAY IT WAS WORDED IS, IN A WORD, “NO.”
HERE’S WHY. MICHIGAN HAS A TOWN CALLED NEW BALTIMORE BUT IT DOESN’T HAVE A BALTIMORE. IF YOU TAKE THE HEADLINE LITERALLY, THEN THE ‘BALTIMORE BRIDGE COLLAPSE’ COULD NEVER HAPPEN IN MICHIGAN BECAUSE THERE’S NEITHER A BALTIMORE NOR A BRIDGE IN A TOWN NAMED BALTIMORE.
BUT YOU SEE WHAT THE PAPER’S HEADLINE WRITER WAS ATTEMPTING TO DO—ATTRACT READERS TO A VERY LEGITIMATE STORY EXAMINING THE HEALTH AND MAINTENANCE OF BRIDGES IN MICHIGAN AND LOOKING AT THE POSSIBILITY OF ANY OF THEM COLLAPSING AS A RESULT OF A SIMILAR CIRCUMSTANCE AS THE BALTIMORE ACCIDENT GIVEN THE NUMBER OF VESSELS IN THE STATE AND PLYING THE GREAT LAKES SURROUNDING IT, OR FROM A LACK OF UPKEEP.
THAT’S NOT A BAD LOCAL ANGLE—THE HEADLINE JUST DIDN’T EXPRESS IT CORRECTLY.
SO THE FREE PRESS HEADLINE WAS A BIT OFF THE MARK….AS A FORMER BUSINESS WRITER FOR ARCH ENEMY THE DETROIT NEWS, I’M HAPPY TO REPORT THAT PAPER’S LOCAL TIE-IN MADE MUCH MORE SENSE, READING, “BALTIMORE BRIDGE COLLAPSE CREATES SHIPPING HEADACHES AT MAJOR AUTO HUB.”
THE STORY THEN EXPLAINED HOW THE ACCIDENT BOLLOXED UP A PORT FROM WHICH MICHIGAN-BASED AUTOMAKERS SHIP MANY OF THE VEHICLES THEY EXPORT.
BUT HEADLINES ARE TRICKY. THOSE WHO WRITE THEM WELL ARE SOME OF THE BEST WORDSMITHS IN THE BUSINESS. THEY HAVE TO SOMEHOW CAPTURE THE GIST OF THE STORY AND ATTRACT READERS IN JUST A FEW WORDS WITHIN THE SPACE LIMITS THEY’RE GRANTED.
IF YOU’VE NEVER WRITTEN ANY HEADLINES, TRY IT. IT’S HARDER THAN IT LOOKS. NOWADAYS, SINCE MORE READERS GET THEIR NEWS ONLINE, HEADLINE WRITERS HAVE A NEW CHALLENGE.
THOSE WHO DON’T GO TO A SPECIFIC SITE FOR THEIR NEWS FIND THE STORIES ON SUBJECTS THAT INTEREST THEM THROUGH A SEARCH ENGINE. WELL…GOOGLE DON’T GET CLEVER WORDPLAY OR SARCASM OR PUNS, SO TO BE FOUND IN SEARCHES, HEADLINES MUST CONTAIN KEY WORDS READERS ARE USING IN THEIR SEARCHES, SO THE STORIES WILL BE FOUND. THAT MEANS HEADLINE WRITERS FOR ONLINE STORIES HAVE LOST ONE OF THEIR MOST VALUED TOOLS. A SHAME.
HEADLINE WRITERS ALSO HAVE TO BE CAREFUL SOMETHING EMBARRASSING DOESN’T HAPPEN IF THERE’S A MISTAKE EITHER IN PRINTING OR POSTING A STORY.
WHEN I WAS IN GRAD SCHOOL AT THE UNIVERSITY OF ARIZONA YEARS AGO, THE INSTRUCTOR IN OUR ADVANCED EDITING CLASS LOVED TO USE A SPECIFIC EXAMPLE OF WHAT HAPPENS WHEN SOMETHING AS SMALL AS A SPACE IS MISSED.
IT HAPPENED IN AN ISSUE OF THE ARIZONA REPUBLIC. THE HEADLINE WAS OVER A STORY ON THE GOVERNOR SIGNING A LARGE VOLUME OF BILLS INTO LAW. AS WRITTEN THE HEADLINE READ: GOVERNOR’S PEN IS BUSY. UNFORTUNATLEY, THE SPACE BETWEEN PEN AND IS WAS DROPPED. THINK ABOUT HOW THAT CAME OUT. YEAHHHHH… HIS WIFE WAS NOT AMUSED. THE GOVERNOR HAD SOME ‘SPAININ’ TO DO.
OK…VERITY NUMBER 2: GANNETT GETS UNWIRED. THE GIANT MEDIA CHAIN SAID IT WOULD NO LONGER RUN STORIES FROM THE ASSOCIATED PRESS—TO SAVE MONEY. FULL DISCLOSURE, WHEN I WORKED FOR THE DETROIT NEWS IT WAS STILL PART OF THE GANNETT CHAIN AND WAS KNOWN EVEN BACK THEN FOR MAKING RIDICULOUS DECISIONS.
WHEN THE DETROIT-BASED AUTO WRITER JOB FOR USA TODAY WAS OPEN I APPLIED. I ALREADY HAD EXPERIENCE AS AN INTERNATIONAL JOURNALIST AT CNN AND, YES, THE AP. AS I MENTIONED EARLIER, I WAS ALSO A BUREAU CHIEF SUPERVISING SEVEN PEOPLE AND BEFORE THAT, AT CNN’S ATLANTA HEADQUARTERS, WAS A SUPERVISING PRODUCER, ESSENTIALLY RUNNING THE ENTIRE NEWSROOM.
BUT I GOT A CALL FROM SOMEONE WHO SOUNDED AS IF SHE JUST TURNED OLD ENOUGH TO DRINK HER FIRST HARD SELTZER. SHE INFORMED ME I WAS NOT BEING CHOSEN BECAUSE THE AUTO WRITER WORKED ALONE AND I WAS NOT QUALIFIED TO SUPERVISE MYSELF, DESPITE MY LONG MANAGEMENT EXPERIENCE. WHEN I ATTEMPTED TO CORRECT HER, SHE JUST SAID, OH, SO SORRY..AND HUNG UP. YEAH..GANNETT.
LET ME TELL YOU SOMETHING…WHILE I ONLY WORKED FOR A LITTLE OVER A YEAR AT THE AP BEFORE I WAS RECRUITED TO COVER GENERAL MOTORS BY THE DETROIT NEWS, THERE IS NO MORE VALUABLE LINE ON MY RESUME.
I WILL ALWAYS CONSIDER IT A PRIVILEGE TO HAVE BEEN TRUSTED ENOUGH TO WORK AT THE ASSOCIATED PRESS, WHERE THOUSANDS OF MEMBERS DEPEND ON THE WIRE SERVICE FOR SPEED AND ACCURACY. IF IT’S ON THE WIRE, IT MUST BE TRUE, RIGHT? WELL, NO ONE’S INFALLIBLE, BUT I HAVE NEVER WORKED UNDER SUCH STRICT, DEMANDING STANDARDS AND THIS LONG-TIME BROADCAST REPORTER WAS WHIPPED INTO SHAPE AS A PRINT JOURNALIST AND LED TO ALL THE GOOD THINGS THAT HAPPENED TO ME UP UNTIL THIS DAY AS A SEMI-RETIRED CONTRIBUTOR AT FORBES.COM.
DOES GANNETT KNOW WHAT IT’S GIVING UP BY EXCHANGING THE AP’S PEERLESS SERVICE TO SAVE SOME BUCKS? PROBABLY, BUT THE COMPANY OBVIOUSLY DOESN’T CARE ABOUT THAT, OR ITS DWINDLING READERS.
THEN AGAIN, AS I LEARNED FROM EXPERIENCE, THEIR DECISION-MAKING PROCESS’S WIRES ARE FOOLISHLY CROSSED.
THAT’S TALES FROM THE BEAT FOR THIS WEEK. THANKS SO MUCH FOR LISTENING. I HOPE YOU’LL SUBSCRIBE, SHARE, COMMENT. I’M ALSO LOOKING FOR JOURNALISTS AND PR PROFESSIONALS AS GUESTS. LET ME KNOW IF YOU’RE INTERESTED.
I’M ED GARSTEN…I’LL BE BACK NEXT WEEK WITH MORE TALES. TAKE CARE.
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Tales From the Beat 