Since we had so much fun last year, PRSA-NCC is hosting another event next week at Nationals Park! The baseball game was a wonderful opportunity to mix and mingle with a lot of new faces. Come experience it for yourself and feel free to invite guests!  Join us on Wednesday, June 22 to watch the Washington Nationals take on the Seattle Mariners and meet PRSA-NCC members.

This event is a great opportunity for the newest members of our National Capital Chapter to get to know fellow chapter members – so all you new members make sure to register as a fun way to jumpstart your involvement in the chapter! Registration costs cover entrance to stadium and seating (food and drink available for individual purchase) and the event is open to everyone so feel free to bring your friends and family!

Take a minute to purchase your tickets and come out to the game. Attendees should pre-register by June 20th.  More information and registration here:   http://bit.ly/mgKhgN

Recorded at the offices of the Tragedy Assistance Program for Survivors in Washington, DC.

In today’s Digital Age, almost every public relations professional wants to see their client or organization’s story placed with journalists at prestigious and influential media outlets, as well as in prominent new online media outlets. The PRSA-NCC Professional Development seminar on June 8, 2011 held at the Navy Memorial provided a diverse group of journalist speakers that addressed many of the issues involved in media relations within their various reporting beats and media outlets. About 80 participants were on hand to listen to speakers from Al Jazeera, The Huffington Post, Bloomberg News and the National Journal, who related methods of accessing information for their news cycles, and how to pitch information for their news articles, broadcasts, or blogs.

Considering that most journalists have entered the Digital Age, the speakers related examples of some tried-and-true methods of getting information for their news reporting, such as talking to top officials as well as direct quotes and access to pre-interview press releases, but depending on the news topic and media outlet, they may or may not include the use of social media. Tony Capaccio, Pentagon Correspondent of Bloomberg News mentioned that although readers/followers might read Twitter for events coming up, it is usually only top officials who can provide information that he is seeking for his reporting for the specific information needed in Bloomberg’s Pentagon news. “I’ve only used social media twice to talk to defense officials, such as the Admiral in charge of NATO, and only because he was a reader of Facebook,” said Capaccio.

For those who are more tech-savvy, Maggie Fox, Managing Editor of Technology and Health Care, said that many PR professionals need to refocus how they appeal to journalists, because “most journalists have to wade through 600 email messages per day. It takes up all my time.” She stressed “knowing who you’re pitching and why, so that the journalists and you don’t waste your time,” Fox said. “Only pitch if you can offer something no one else is doing, and be quick, topical and concise. Don’t be one of the PR types who bug people all the time.”

The bottom line, according to Jeffrey Ballou, Deputy News Editor of Al Jazeera, is that “journalists are tired from all of the world’s major upheavals, and if you don’t watch the media you pitch, you are not aware what is being covered day-to-day, so your pitch will be irrelevant.” And delivering the actual newsmakers to the journalists is something all speaker panelists agreed on. “You must be able to offer a speaker that has current experience in the news topics covered, such as diplomacy in foreign relations in the case of Afghanistan.”

Social media plays a big role too for many media outlets now, such as Al Jazeera and The Huffington Post, who say most of their reporting is done on social media, i.e. blogs, Twitter or Facebook, which were also the main outlets cited by panelists. Jennifer Bendrey, Washington Correspondent for The Huffington Post, said “We think about the audience and their niches, and we do welcome pitches, but know who you’re talking to before you call, and it helps to offer a couple of knowledgeable sentences for the journalist to get a flavor of the story you are pitching.”

Both students and professionals gained valuable insight from three panelists at the PRONet Committee’s Face to Face Meets Digital networking event on May 24, 2011. Throughout the evening, a core theme was reinforced, “The key to networking is, are you memorable?”

2010 “Washington PR Woman of the Year” Debra Silimeo of Hager Sharp welcomed attendees with opening remarks about her own experience making lasting connections. “Networking is about building a ladder,” stated Silimeo. “You never know what can happen when you bring people together. You might find a client, you might find a job – but the best thing is you can make friends.”

Networking pros Heather Huhman, founder and president of Come Recommended, Margie Newman, founder of DC PR Flacks and Dan Lyons, president of Lyons Public Relations and founder of DC PR Lunch Crew also shared traditional and new media networking strategies. One piece of advice for professionals, even students and job seekers, is to always have a business card handy.

“It’s really important for you to have the empowered sense to communicate beyond your current title,” stated Newman during the panel discussion. She also stressed that all professionals can build a name for themselves and find ways to represent their skills without naming their employer. “You are your own client,” agreed Silimeo.

Other key recommendations from the panel included:

Before Your Elevator Speech, Break the Ice

While an elevator speech is all about you, panelists agreed that job seekers should remember the basics of meeting someone for the first time. Rather than starting a conversation by stating, “I need a job,” professionals should respectfully break the ice and think about ways they can help that individual. For example, Event Moderator Sabrina Kidwai mentioned she often uses the Green Bay Packers to start conversations with other sports fans. One relationship she built with a reporter led to sources for his articles, and in return, media placements for her clients.

Oftentimes, social media tools like LinkedIn and Twitter make it easier for professionals to find these conversation starters. “A good PR person doesn’t know all the information, but a good PR person knows where to find it,” stated Newman. However, panelists agreed that while new media is a great relationship builder, certain conversations (e.g. inquiring about an open
position) should be taken offline.

Be a Guinea Pig to Find Your Groove

Attendees chuckled over Newman’s event mascot – a furry little guinea pig – which she used to stress the importance of finding “the setting that works best for you.” Supporting this point, Lyons shared that he started his lunch group, because he wanted to network in a more intimate setting. Typically, six to eight mid to senior-level professionals attend the DC PR Lunch Crew each month.

Being Engaged Means Losing the Phone

Another important element of networking is to be engaged. Huhman, a well known career expert, advised professionals to be open in their body language by leaning forward and nodding to show their attention. Lyons also stressed the importance of staying off cell phones during the event. Instead, professionals should focus on meeting other attendees. Panelists suggested questions, such as “How did you get into PR?” or “We work a lot of hours. What do you do for fun?” to help start conversations.

They also advised professionals to politely break away from conversations to avoid damaging relationships. Lyons jokingly mentioned that he always walks around with a nearly empty glass, which provides the perfect opportunity to say he needs a refill. Professionals can be honest about their desire to network with others as well.

Following the panel and a Q&A discussion, attendees were able to test their “new” networking skills, meeting both the panelists and other professionals during a light cocktail hour.

A special thank you from the PRONet Committee to Hager Sharp for donating their time and space.

- Stephanie Bostaph, PRONet Committee

PRSA-NCC member Vicki Robb, APR has written a personal and fascinating memoir of what it was like to be a young public relations professional working her first job in the Carter White House.

There aren’t many books that provide a real insider’s view of what it is like to work in public relations, and almost none that candidly talk about what it feels like to be a rookie.  Vicki eloquently captures so many of those feelings and worries many of us will recall having on our first jobs.  Her experience, of course, was magnified by the tremendous pressure of working in the White House Press Office, and those insights are particularly fascinating.

If you can remember what it was like to make your first mistakes on the job, as well as the elation of your early successes, you will find much to relate to in this book.

Vicki has an entertaining, warm, and sincere writing style that captivates and draws you into her story.  The book also includes several photographs that help bring the story to life.  I couldn’t put it down until I finished it.

In this short video, Vicki talks about those years in the White House.

In this video, Robert discusses some of the challenges and opportunities associated with the RFP process.

His company, RFP Associates, works with companies and organizations to write requests for proposals.

Learn media relations tips in this video interview with PR consultant Vicki Robb.

Vicki Robb is the president of Vicki Robb Communications and is a public relations consultant with more than 25 years of media relations experience, including work in the White House.

While one could argue the merits of this statement, one thing that rings true is how important it is to network and stay connected. Public relations/communications/media professionals and students, or anyone learning for better ways to network in their respective fields, I strongly urge you to mark your calendars for the PRSA-NCC event, Face-to-Face Meets Digital: How to Improve Your Networking Skills on May 24 at Hager Sharp in DC.

So what does that title mean exactly? Well, one thing that has always remained a constant is that networking remains vital when it comes to promoting oneself or developing business. However, what has changed is the avenues that professionals are using to network. With the advent of social media sites like Facebook, Twitter, LinkedIn and personal and professional blogs, today’s professionals are able to communicate and connect with one another quickly and more easily in this digital world.

While some may argue this seems impersonal unlike the good ‘ol days of meeting people by word-of-mouth or cold calling, digital networking opens up a whole new world to the networker… finding others in their online network with similar career goals and paths ….and it often takes the fear out of it. And it is these digital introductions that now often lead to face-to-face interactions. I think we all can agree it is much easier to invite someone to connect on LinkedIn or join an online professional networking group to start a dialogue than it is to call someone up blindly.

Our three panelists — Heather Huhman, Founder and President of Come Recommended, Margie Newman, Founder of DC PR Flacks, and Dan Lyons, President of Lyons Public Relations and Founder of DC PR Lunch Crew — will share their personal experiences and offer advice on using social media for networking purposes.

Why should I attend you may ask? Well, our hard-working PRONet Committee decided to think outside the box and while we are proud of our Happy Hour events that we hold throughout the year, we wanted to offer something educational and on a subject that everyone can relate to and potentially benefit from — whether you are a student looking for a job, a veteran looking to generate more contacts or business, or someone looking to change fields.

And yes, I used the word “educational,” but that does not mean boring. The event will include a welcome speech by 2010 WWPR “Washington PR Woman of the Year” Debra Silimeo of Hager Sharp (who is so graciously hosting our event), a lively panel session followed by Q&A, and a reception with hors d’ouevres and drinks where attendees can practice their networking skills.

We hope you will join us for an evening of networking enlightenment and fun! Space is limited and online registration ends on May 20. Register here, http://bit.ly/iI2VaH.
—Sherry Perez
PRSA-NCC PRONet Chair

Jeff share insights on what it takes to start your own communications business in this video interview.