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November 22, 2014 / The_Mike_Johnson

Top Six Social Networks as of November 2014


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Time for an update to see how the social networks are ranking with the eMarketer  November 18 article, “Younger Users Spend More Daily Time on Social Networks,” according to a Cowen and Company online survey of of internet users aged 18 and older, the top six social networks are:

1. Facebook

2. LinkedIn

3. Pinterest

4. Twitter

5. Instagram

6. Snapchat

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November 14, 2014 / The_Mike_Johnson

How to Get Your Guest, Book, or Story on Variety and ABC News Nightline

varietyThe New York and Los Angeles chapters of the Public Relations Society held a Google Hangout that featured Andrew Wallenstein from Variety and Steve Baker from ABC News Nightline and provided insight for the best ways to get Variety and ABC News Nightline to cover your client, book or story.

Starting as a weekly entertainment trade magazine in 1905  and debuting online in 1998, Variety can now be accessed via wireless with Variety On-The-Go available as an app for the iPad, iPhone, Android, Blackberry and Windows phone.

As the Co-Editor-in-Chief at VarietyAndrew Wallenstein advises PR pros to know the publications and the people at those publications in regards to what they do, what they cover, and understand what is relevant in the news cycle of each publication. Andrew believes that the most effective pitch is when a publicist knows what the reporter or writer writes about, what interests him, and if you come to Andrew with something that reflects those interests at the very least he will will get back to you promptly since that publicist has taken the time to take Andrew seriously. And what are those things of interest to Andrew? He has a track record going back many years of all the things he has covered.

When emailing your pitch Andrew suggests answering, “How can I make this headline stand out?” and make your email subject line clear by not dressing it up. Otherwise, Andrew warns, he will unspin whatever you are trying to spin. Attaching photos in the email is irrelevant to him since most photos are large files that get deleted without being seen. Andrew is open to a lunch meeting if a publicist would like discuss a future idea, but don’t pull a bait and switch where we talk about interviewing one specific person and end up speaking with someone different. Also think about a different angle when covering certain topics that may be seen as overexposed. Andrew cited how the Kim Kardashian mobile game was a huge financial success  and there may be an instinct from those in the media that may hold up their nose to certain things but there can be a story underneath that.

You can follow Andrew Wallenstein on Twitter @awallenstein

As the Senior Producer at ABC News Nightline,  Steve Baker feels a great pitch is tailored to the types of stories and topics Niteline covers such as  character driven narratives. Since Nightline competes against 60 Minutes/CBS This Morning Steve appreciates publicists that provide their clients with more time to conduct the interview as those guests open up and share unique stories for Nightline. Steve’s favorite kinds of stories have strong emotional story lines where people can connect to and a side of the interviewee has not been seen before.

When emailing pitches Steve recommends a personalized email such as “we saw your show the other day and feel our client has a great story about…” otherwise mass emails become overwhelming. Avoid pitching him on a Friday afternoon but Steve accepts attached photo files and trackable links in the email.  If your guest will be doing other programs prior to Nightline it is best to be upfront and let Steve know.

You can follow Steve Baker on Twitter @stevenrbaker

If you would like to watch the entire panel click here.

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November 11, 2014 / The_Mike_Johnson

Top Four Ways of Reaching B2B Executives

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From the eMarketer November 3 article, “Reach B2B Execs with Snappy Video” it is revealed that “B2B marketers pointed to video as one of the top three most effective content marketing techniques. The typical time-starved businessperson, doing research at the top of the consideration funnel, grabs a moment to watch a video because he or she is hoping to learn something quickly.”

And what guidelines to use when creating video to grab attention?

“Informational videos must be short—if you don’t grab their attention in the first 20 seconds, you’ll lose them, marketers say. Robert Rose, chief strategist at CMI, said, “Video is being used more and more as a way to talk about products and services instead of a long white paper or long article.”

The other three methods were:

– In person events

– Webinars/webcasts

– Blogs.

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November 7, 2014 / The_Mike_Johnson

How to Get Conde Nast Travel and USA Today Travel to Cover Your Client or Story

Nancy Trejos from USA Today and Paul from Conde Nast Traveler at the PRSANY Meet the Media panel.

Nancy Trejos Travel Editor for USA Today and Paul Brady from Condé Nast Traveler.

The Public Relations Society of New York chapter recently held a Meet the Media panel featuring two writers from USA Today and Conde Nasté Travel. USA Today has a daily readership of 3 million+ and total circulation of 2,862,229. The USA Today websites had nearly 38 million unique visitors and 654 million page views as of February 2014. Condé Nast Traveler Magazine has over 780,000 subscribers and 2.6 million unique visitors to the website.

Paul Brady of  Condé Nast Traveler stated that since most journalists and reporters are busier than ever with only so many hours in their day, he finds himself more reliant on PR professionals to provide story tips and information but does not want the story to sound like a press release. Paul gets his story ideas from trending topics on Facebook and is open to being pitched on social media. Some recent topics Paul has covered include trends such as apps that improve the air travel experience and mobile check-ins to avoid the lines.

Paul spoke about a recent pitch e-mailed by Global Gateway Alliance an organization that strives to improve New York City airports. Global Gateway provided a fact based and credible sourced study  that was not just an exclusive for Condé Nast but also a great story with facts and perspective. He also spoke about receiving a pitch from a private jet group that gives travelers an around the world experience for $180,000. The problem was that the Condé Nast travel budget does not allow for Paul to experience the trip so the private jet group told Paul that the plane was going to have a stopover at a New York airport and invited him for a tour. After hearing a presentation given by the jet company Paul was able to get information on the travel experience the jet company provides. Paul concluded by telling the audience how the recent Condé Nast website relaunch offers the opportunity for video to be included with web stories and one that impressed him was drone footage submitted by a cruise line. Even though it was a commercial, the footage was exciting to watch and ended up being posting on the site.

You can follow Paul Brady on Twitter @p_brady

As the Travel Editor for USA Today, Nancy Trejos shared that an email pitch that catches her attention usually begins with “There is this trend currently at XX Hotel but you can also find this trend at hotels in Las Vegas, San Francisco, New York City, etc…”  She advises PR folks to think beyond the USA Today print version but to include the USA Today web properties as well to reach a large online audience. One thing is for a week and most don’t realize she has to go out and cover stories and meet deadlines. Some trends going into 2015 include Starwood Hilton smart keys which most other hotels will eventually have smart keys. Nancy also wondered if the fully digitized hotel trend will include robotic butlers and maids as well as  Google glass getting into the area as well.

She mentioned some great bargain destinations such as Puerto Rico offering direct flights under $380 with no passport needed.  Similar to Paul’s pricey jet experience Nancy spoke how USA Today was not able to afford a first class Emirates trip on Qatar airways but attended a dinner onboard the plane at Dulles Airport. She learned that a wine consultant picks specific wines from all over the world for business and first class passengers and became an article. Nancy also requested videos now that the New York bureau of USA Today has her interviewing chefs in restaurants and hotels for the food and wine videos that are found on the USA Today website.

You can follow Nancy Trejos on Twitter @nancytrejos

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October 31, 2014 / The_Mike_Johnson

The Top Four Reasons People Watch Television Online

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From the October 27 eMarketer article, “Why Watch Online TV? It Makes Life Easier” based on an August 2014 research by comScore, the top four reasons US internet users say they watch TV online is

1. Preferred to watch on their own schedule

2. More convenient

3. Ability to skip commercials

4. Prefer to watch multiple episodes at once aka binge viewing.

Why do you watch television shows online?

 

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October 17, 2014 / The_Mike_Johnson

Four Reasons Consumers Don’t Click on Mobile Ads

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Don’t take it personally. If you are creating ads to be seen on a mobile device, the eMarketer August 18 article, “Ever Wonder Why Consumers Don’t Click on Mobile Ads?” a March 2014 Nielsen for xAd poll reveals the top four reasons people don’t click on mobile ads are:

1. Wasn’t interested in the offering

2. Wasn’t relevant to the person

3. Did not even look at the ad

4. Was able to get what they needed without clicking

 

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October 10, 2014 / The_Mike_Johnson

How to Get Your Health or Medical Story Covered on ABC News

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Photo via Army Medicine

Health coverage and the twenty four hour television news cycle leaves some confused as to which health topics end up getting coverage. I attended a Public Relations Society of New York chapter panel with Dr. Jennifer Ashton, ABC news Senior Medical Contributor to find out which find out the process and best practices of getting a health or medical related story on ABC News. You would think having your own OB/GYN practice would be enough to keep Dr. Jennifer Ashton busy, but she is also the ABC News Senior Medical Contributor appearing on various ABC News programs such as Good Morning America and World News Tonite. Dr. Ashton believes when medical and health news segments appear on television, those segments should be understood not only by a medical doctor but people of all ages so you need to deliver clear and detailed information on all levels.

Dr. Ashton gets story ideas from e-mail and works with a ABC news producer creating the story. After doing more research Dr. Ashton meets with a ABC News staff writer along with the producer to determine the most relevant information to cover for that health news segment. Dr. Ashton receives a large amount of daily e-mails from PR folks pitching her to cover stories such as a new medical procedure or an amazing facility, though she would love to cover each and every story, in the end it is the television executives that determine what gets airtime. Jennifer is amazed that what she thought would be a popular medical issue/story at times will only be on air for just a minute or two.

Another method Dr. Ashton is able to determine if a story was popular is after the segment has aired she will do twitter chats. She is always surprised to find that a story she thought would be popular and create a lot of interest (breast cancer) only gets a few tweets and questions whereas a segment on the Paleo diet gets endless questions.

Dr. Ashton also addressed the recent death of Joan Rivers, and how it could relate to any recent celebrity death when the media is looking for answers and how to advise your clients if they are put on air to provide a medical opinion. When Dr. Ashton was asked herself to provide a medical reason after the incident she thought about Joan River’s daughter Melissa. Jennifer felt the explanation of her death should be accurate, considerate, and ethical. Dr. Ashton explained that what happened to Joan Rivers is actually a common occurrence in elderly seniors and the answer was that if you are giving an eighty year-old patient anesthesia, there are going to be risks. Jennifer suggested that you do not want to put your client into a trap when providing an on air interview as it is very easy to suggest or provide a medical diagnosis without all the facts since it can turn out to be false.

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