by Allison Cook

In the past decade, public relations has grown and expanded; the impact of the Internet and e-mail on the industry has grown as well. Now, news circulates 24/7, and journalists need accurate information quickly. Journalists can’t always wait for the postal service to deliver information to their desks; public relations professionals shouldn’t wait, either. Although traditional press kits have their place, online press rooms and e-mailed press releases provide a quick source of information for journalists, ensuring audiences get the message quickly.

In my experience as an intern at a local publishing company, around 99 percent of the information I post to the Web stems from press releases e-mailed to my editors. While I enjoy receiving snail-mail kits before a big event, it’s a chore to scan pictures from run-of-the-mill releases for Web news. As a PR student, I wonder why I learned to send press releases and press kits that I don’t like to receive as a writer. After starting a discussion on LinkedIn in the group PRwise, I discovered that I’m not alone – many journalists said mailed press releases aren’t relevant anymore.

E-mail: faster, easier, preferred

E-mailed press releases and online press rooms are the fastest ways to get a message to an audience. With a constant flow of news, journalists need information now. “Speed is the essence of news, and in today’s world if it isn’t right now it isn’t anything,” said Jeremy Whittingstall, a media and communications consultant in Calgary, Canada. In his experience, Whittingstall said snail-mailed kits don’t get the coverage he wants.

In order to reach key publics, content creators need to reach the appropriate media gatekeepers as soon as possible; the fastest way to reach them: e-mail. Mailed releases can take several days to arrive and may sit on a journalist’s desk or in his mailbox for several more days. Although some circumstances require a mailed release, everyday releases and announcements require something much quicker.

E-mailed releases and online press rooms are not only faster but also easier for most journalists. Newsrooms are getting smaller, and journalists are under pressure to deliver more content with less manpower. E-mailed releases with attached pictures are easiest to re-post. Instead of copying the release, scanning images and inserting the message into templates, releases attached to e-mails make it easier for journalists to place the message into their publications or on the Web.

Journalists can also access online press rooms easily for more information. Although initial contact through an e-mail with a release gains attention, an online press room with information that complements the release can get even more coverage. In my experience, I prefer to search through an online press release archive to find background information on articles I write for the Web. Online press rooms provide a centralized location for journalists to quickly and easily familiarize themselves with the company and its projects.

Because e-mailed releases are fast and simple, most journalists prefer them over traditional mailed releases. Jacquelyn Lynn, a business writer in Orlando, Fla., said she doesn’t like to wait for a mailed kit to arrive, especially if the kit is unsolicited. Shannon Delcambre, assignment manager at NBC13 news in Birmingham, Ala., said he prefers e-mailed releases because they’re easier to send to producers and other journalists at the station. Delcambre said around 75 percent of assignments come from e-mail because they are “the easiest to use and disseminate in the newsroom.”

Snail mail isn’t dead.

Although e-mail is faster, easier and preferred by most journalists for everyday releases, the snail-mailed kit isn’t dead; mailing a kit still holds its place in PR. Steven Spenser, principal of Praxis Communication in Seattle, said “having something arrive on her desk will definitely get a journalist to open your material — if only out of curiosity and nostalgia — but using this technique for run-of-the-mill announcements just wastes the opportunity to make a golden first impression with a killer pitch.” Journalists are bombarded with e-mails every day; sometimes, the best way to make an impression is to send your best kit.

Big events almost always require a physical kit. In my experience, I prefer to receive a mailed kit before big events; it keeps my thoughts and information in one place where I can easily file away or access key information without searching through e-mails or files on my computer. At many industry events, field staffers aren’t allowed to speak to the media; however, they are allowed to hand out press kits.

Product samples always require a mailed kit. Michael Straus, founder of Straus Communications in the San Francisco Bay area, has worked in food product and environmental issues PR for 15 years. He said that a snail-mailed kit is still relevant when “sending an interesting product sample, or distributing timely information at special events.”

Mailed kits should incorporate online press rooms and e-mail addresses. Including Web site links and e-mail addresses keeps the lines of communication between the gatekeeper and the content creator open — an essential part of PR. Including flash drives or CDs with releases and photos in physical kits allows journalists to choose which medium they prefer; they can flip through the paper kit and insert a drive or CD into their computer for simple copy/paste functions or resizing photos.

Some journalists prefer a mailed kit or release. Spenser pointed out that a hand-written pitch in a kit is rare and sometimes preferred for certain media outlets. He said many smaller publications or niche publications that publish infrequently prefer the personal touch of a mailed kit or release.

How do I know what to use?

With so many options, how do PR professionals know which type of media to use? Put simply: know your recipient and know your message.

Knowing your recipient means knowing their name and their preference. A release or kit mailed or e-mailed to the wrong person is a waste, no matter how beautifully written or designed. At my internship, I open press releases and press kits addressed to editors who don’t work at the office anymore. Receiving an envelope addressed to a former editor or writer shows the journalist that the PR firm didn’t do their research.

Although most of the journalists and PR professionals who responded to my questions about press releases favored e-mailed releases and kits as well as online newsrooms, most agreed that a journalist’s preference takes precedence over ease and speed. Martin Hardwidge, owner of MHA Sales and Marketing in Nottingham, U.K., uses MediaAtlas when constructing media lists and pays close attention to the “preferred” column to decide which medium to use with each journalist. Hardwidge added that traditional kits still have their place with journalists who want them. Knowing the media gatekeepers and their preferred means of communication helps ensure the message will reach the audience. Journalists at small weeklies or quarterly publications may prefer a mailed release or kit.

Almost as important as knowing your recipient is knowing your message. Mailing a release or kit for an event or product sample is necessary; mailing a kit for a job promotion or contest winner is not.

E-mail and online press rooms can be quick and easy sources of information when used properly. However, know when it’s appropriate to call the printer and use a stamp. Keeping up with technology is a key part of public relations, but forgetting the basics doesn’t benefit you or your audience.

by Haley Barr

All over the world, businesses and organizations are taking advantage of the benefits of newsletters. Newsletters come in many different forms and are typically produced by or for a business firm, nonprofit organization or government agency in order to communicate to key internal and external publics.

Newsletters are either print or electronic. Print newsletters give readers something tangible to read and don't limit them to reading off the computer screen. On the other hand, electronic newsletters, or e-newsletters, are cost effective for the organization sending them out and convenient for readers who are online frequently.

Steven Spenser, principal of Praxis Communication in Seattle, prefers to receive print newsletters because they don't clutter up his inbox, and he isn't restricted to reading from the computer.

"Older recipients will probably prefer hard copies they can hold in their hands -- offering a snail-mailed copy can sometimes be used as a benefit of paid membership -- and read anywhere, while younger, tech-savvy readers will often be fine with an e-mailed version," said Spenser.

Whether distributed electronically or through the mail, successful newsletters effectively reach an organization's priority publics.

The print newsletter lives on

Dialog is The University of Alabama's faculty and staff four-page newsletter that comes out every week during the academic year and periodically in the summer. According to Lisa Frederick, associate director of internal communications and Dialog editor, the printed newsletter is divided into four sections: the cover is a long story that highlights faculty and staff research, significant campus news or milestones, or other feature-style articles; the News page contains news articles and announcements; the Accolades page is dedicated to faculty and staff accomplishments; the back cover is Connections, which is used to share information about campus programs, development opportunities and other service-oriented content.

Frederick says Dialog is successful, because it is a tool that helps the editorial team tell the story of why UA is a rewarding place to live, work and learn. It keeps faculty and staff informed about what's happening on campus and recognizes the achievements of UA employees, which encourages a connection among the faculty.

A newsletter will ultimately be unsuccessful if it fails to connect with its target public. If used correctly, a newsletter is a dependable vehicle to share important messaging that's tailored to a specific audience in order to boost a sense of connection, according to Frederick. It is clear that Dialog is a successful newsletter that provides faculty and staff with information and resources needed for professional growth.

"First, it's important to know your audience," said Frederick. "If you're not familiar with the topics that interest them and are useful to them, and if you're unable to share news and information in a timely, regular manner, your newsletter won't have as much impact. And, of course, you should pay attention to the basics -- the writing should be clear and strike the right tone; the art and graphics should be appealing and appropriate; and the entire package should be visually engaging and easy to navigate."

UA faculty and staff are interested in topics that are specific to UA, and Dialog is one of the most effective ways to share that information, says Frederick.

E-newsletters offer a different set of advantages

The United Way of Lee County, Ala., newsletter, Live United, is a nonprofit newsletter produced for supporters, volunteers, key community people and organizations. In the past, it has been produced on a quarterly basis and sent out in large mailings. However, this year United Way will begin sending out bi-monthly e-newsletters.

According to Joni Coffman, United Way of Lee County's community resource development specialist, the newsletter is successful, because it helps readers know how to get and stay involved. It gives people the opportunity to stay informed with what's going on within their own community.

A bi-monthly newsletter sent via e-mail is convenient, because readers don't have to rely on going to the organization's Web site for daily news and updates. United Way's newsletter is beneficial, because the organization is on the community's mind all year long. Coffman says it keeps the supporters updated with what United Way is doing on a regular basis instead of only during fundraising campaign time.

"We use our newsletter to offer volunteer services to our readers, to update them on any changes we may have within United Way and our partnering agencies, and also to keep them informed of human and health services provided throughout our community," said Coffman.

United Way uses its e-newsletter effectively by constantly keeping its readers informed with what's going on within the organization and community.

According to an article posted on advisorToday.com and written by Martin R. Baird, president of Advisor Marketing in Annapolis, Md., a newsletter is an effective tool that requires careful planning before taking the plunge and investing time and money.

"A newsletter is a great marketing tool," said Baird. "Make sure you do your homework up front, however, and provide information that your target market really wants."

As long as the organization maintains commitment for its causes and continues to connect with its target publics, the newsletter will remain a relevant public relations tactic no matter how it's delivered.

by Enelda Butler

The goal of any local government should be to serve the best interest of its citizens. The development of new forms of communication, such as social media Web sites like Facebook, YouTube and Twitter, has revolutionized the way that some cities communicate with their residents. For instance, cities like Chicago, Washington, D.C., and New York have Facebook pages providing information about upcoming events taking place in the cities.

Social media has also been used to keep residents informed during emergency situations. For example, the Mississippi Department of Transportation used Twitter to keep citizens informed during the 2009 hurricane season.

According to Carrie Adam, MDOT Public Affairs Division director, the organization developed the idea to use Twitter after last year's hurricane season. "Every year after hurricane season we have a brainstorming meeting to discuss ways to better serve the public,” said Adam.

After this meeting MDOT decided to begin using Twitter as a way of reaching residents in a timely manner. "We use Twitter as a way to get information about evacuations out to the public quickly, and people can get these updates on their cell phones," said Adam.

However, because of a relatively quiet hurricane season MDOT did not use Twitter as often as they expected. "We just started using Twitter last year, but only during hurricane season, which is from June to November," said Adam."We weren’t able to utilize it as much as we wanted to because there weren’t many threats to the Gulf Coast this hurricane season."

MDOT also communicates with residents through mstraffic.com. This is a Web site where residents can sign up to receive traffic information for the area they live in, including updates on accidents and road construction. The Web site also offers live streaming video of major interstates and highways in the state.

Currently, Twitter is the only form of social media that MDOT uses, but they plan on expanding in the near future. "Our intent is to begin using Facebook, probably in a couple of months," said Adam.

These tactics can develop stronger two-way communication between government officials and community members. Residents can voice their opinions about important issues without going through traditional channels, like city council meetings. Although traditional means of communication remain important, these new tactics give residents more options.

Tuscaloosa, Ala., is one city using several different ways to communicate with its residents. Tracy Croom, city clerk of Tuscaloosa, said the city’s most recent mayor inspired these new communication tools. "Things really changed in the last four years," said Croom. "It’s so important to Mayor Maddox to have open communication."

Tuscaloosa recently began using social media. For instance, a video of the mayor’s inaugural address can be found on YouTube. The city has an active Facebook page and a Twitter account. Although these tools are beneficial, Croom said face-to-face communication between government officials and residents remains vital.

"Even though we have Twitter and Facebook and all those avenues, it’s still really important for the citizens to come to the council meetings because that’s where the laws are enacted and that’s where the policies are changed," said Croom. "We use those types of avenues just to get the word out."

Two years ago, the city began Tuscaloosa 311, a hotline residents can call to report non-emergency issues. According to the city’s Web site, this service also provides a neutral forum for citizens to make suggestions about city services and departments, answers questions citizens have concerning city organizations and services and assists citizens in obtaining city services in a fair and efficient manner.

Croom said Tuscaloosa 311 is one of the city’s most successful communication tools. In fact, more than 100,000 calls were made to the hotline in the past year.

"When people are utilizing these tactics you know they’re effective," said Croom. "If it doesn’t work or it’s not convenient, we’re not going to use it. Seeing the number of users increase over the last two years lets us know that we’re doing something right. But we’re always looking for ways to increase and to get better."

Croom said the goal of all of these tactics is to better serve the community. "We’re here to make life easier for our citizens," said Croom. "Our mission is to serve."

Graphic ed. by Niki Gautier

by Meghan Zimmerman

Whether it’s the weekly call home that leaves their parents feeling more like ATMs than family, the odd, on-campus work-study job, a rare paid internship or a summer’s worth of savings, average college students find themselves in both the need and the possession of disposable income, even in these tough economic times. For them, starting trends has become almost as important as following them, and you better believe that companies have noticed. They have begun targeting this incredibly attractive demographic, and targeting them hard.

According to the latest College Explorer study conducted by Harris Interactive for Alloy Media and Marketing, “The focus on college campuses comes as both the number and spending power of students have grown sharply. Roughly 18.3 million students will enroll in U.S. post-secondary institutions this fall, up 26% from 14.5 million a decade ago, according to the National Center for Education Statistics. The discretionary spending of 18- to 30-year-old students is estimated to reach $53 billion this year, 10% more than last year and 29% more than in 2005.”

Campus Party, a national marketer out of Philadelphia, Pa., believes there are three advantages to targeting college students: age stability, spending power and cost effectiveness. Its research reveals that 18- to 24-year-olds are key to building brand loyalty and have sufficient amounts of disposable income.

An obvious increase in spending is just an added benefit for a segment already bursting at the seams with potential brand loyalty. Their proximity to technology compared to older generations has truly made the majority almost both trend-omniscient and omnipotent in all areas of commerce. It’s no wonder that public relations practitioners have been examining this demographic to learn what it is that makes its members tick — whom do they listen to and what excites this public? The question of how best to connect with this public has landed in the spotlight of the world of marketing and public relations.

The answer seems almost too simple — they listen to each other. They listen, and listen and listen until they feel the need to tell someone else. To cultivate these peer-to-peer communications, more companies are employing a strategy of hiring college students to serve as campus representatives. Representatives are able to implement and relay corporate messages and goals to their respective student bodies.The main goal is to raise awareness of a company, but students must also increase the brand exposure. Apple, Procter & Gamble, Mocha Club, Victoria’s Secret PINK and Red Bull are just a few of the companies that have engaged in campus representative programs.

Sarah Hoekzema, campus & events marketing manager at Victoria’s Secret PINK, said the brand decided to begin a campus representative program to connect with the target audience of college-aged females. “We find it successful to have college girls talking about PINK to get that peer-to-peer interaction,” said Hoekzema. “We hope to gain further insight from the college girl and what she likes and what she responds to. We also hope this helps keep PINK front of mind when it comes to shopping, surfing the Web, etc.”

Cara Weisberger works at the PR firm, Relevent. She believes the greatest benefit of campus representative programs is the ability to reach target consumers directly. “Campus representatives serve as the eyes and ears on each campus at all times. Through them, we are able to always know what is happening on campus along with the current trends and interests of students,” said Weisberger.

“The response has been outstanding,” said Weisberger. "Becoming a campus representative allows students to access large brands while exploring the workforce.”

Mocha Club, an organization designed to fund relief and development projects in Africa, has started a campus representative program after an overwhelming interest from college students. “After receiving many requests from college students wanting to get involved, we researched what other organizations have done and analyzed how it would work best with Mocha Club. We then did a test market on a few campuses as a learning process, with hopes to grow the program,” said Marisa Van Houten who has been with Mocha Club since 2007 and is the events coordinator and director of campus representatives.

“We are truly humbled and grateful that college students would want to devote their time and energy to spreading awareness of Mocha Club and raising money for our project work in Africa. We are thankful they want to use their voices and their spheres of influence to accomplish real change in Africa,” said Van Houten.

Through its campus representative program, Mocha Club has also received positive results. “Our representatives have given us nothing but positive feedback,” said Van Houten. “We really try to make them feel like a part of our team, and offer incentives, training and multiple resources, as well as a letter of recommendation for future opportunities, and internship credit where applicable.”

As companies’ brands and messages are encompassing campuses, it is also important to note the many benefits students are experiencing through this strategy. Naomi Ratner, a senior at Syracuse University, has served as a campus representative since her sophomore year. Ratner believes that “campus representative programs are great ways for companies to connect with their target markets and are highly effective in promotion, especially because students are likely to listen to their peers who are publicizing something, rather than an advertisement.“

Through her experiences as a campus representative, Ratner has been able to learn about her field of interest while also gaining first-hand experience. “I have planned and executed events both on and off campus, managed budgets, created buzz about brands through media hits and social media efforts, and have done everything possible to raise awareness to my fellow peers about what I am working to promote,” said Ratner.

Campus representative programs are an effective strategy for both companies and participating students. As students continue to serve as the eyes and ears for companies while gaining experience, companies can continue to learn the wants and needs of a target demographic. As each school operates differently and trends are ever changing, there is no better way to stay current than to be involved. Companies implementing campus representative programs have found a way to give a target demographic, college students, what they want, while simultaneously getting the exposure they want in return.

Graphic by Niki Gautier

by Sara Sanderson

Is the language of AP style still viable for PR practitioners? With today’s digital world and international interaction in the field of public relations, many professionals are discussing whether or not AP style will be imperative in the future.

From an educator’s perspective

Doug Fisher was a longtime print reporter, broadcast reporter, editor and producer. He spent 18 years at the Associated Press. He is now a journalism professor at The University of South Carolina and the author of the blog Common Sense Journalism.  He said the language of AP style is certainly viable for PR practitioners, and the style has constantly changed throughout history.

“Remember, a fair amount of AP style dates to the time when the three immutable things in life were death, taxes and 66 words per minute — the speed of the old teletype machines," said Fisher. "Those machines also could not transmit many odd characters, and many newspaper systems could not set them —including most accents.”

When asked if he believed educators should still emphasize the importance of learning AP style, he said educators have sometimes overemphasized AP style. “We teach a subject — language — that requires periodic reality checks,” said Fisher. “It changes. That’s a pain. When the math professor walks into the classroom, 2+2 will always equal 4. When the engineering professor walks into the classroom, the coefficient of friction will always be the same. Assets will always have to equal liabilities for the accounting professor. In a way, there’s a sort of comfort there. We walk in a classroom and after a summer, things may have gone topsy turvy. For example, think of how Twitter exploded in the past year — though it has been around longer — and how that has changed dynamics.”

Fisher emphasizes AP style more in editing classes than in writing classes because those going for editing jobs are still more likely to run up against job tests that have a style component. In writing classes, Fisher says he is a little looser on it — he just wants students to know primarily the top 15 to 20 points that will take care of 90 percent of the problems.

Most of all, he wants all students to get in the mindset of looking it up — if you are unsure, don’t assume. Check it out. Fisher said, “Don’t be the butt of that old joke: How do you hide a $5 bill from a reporter? Put it in the AP stylebook.”

Fisher believes learning AP style does not qualify you as a writer, but it helps you navigate editors and organizations. According to Fisher, “To be a writer you have to understand far more than AP style — and you can be a fine writer without ever knowing AP style.” However, a qualified writer should know several writing styles, such as New York Times style and Wired style.

It is important to note the value of any style is consistency. Using AP style gives a standard that educators can emphasize in the classroom. It is imperative that students learn to utilize different styles in the professional world, and that AP style is taught because it is the most widely used style in the field at this time.

“One size won’t ever fit all, so in the U.S., AP style will probably predominate for some time,” Fisher said. “Elsewhere, not so much. But AP doesn’t even enforce AP style on international wires — they have their own conventions. Again, style is not this monolithic thing, and I wish we’d stop addressing it as such.”

In the future, Fisher believes public relations practitioners will have to work a lot harder. “Let’s face it, AP style used to be a comforter for many a PR person who could dash off a release, make sure it met AP style and distribute it widely,” he said. “Now, that person needs to take into account the various outlets and their peccadilloes. Heck, with everyone a publisher, a PR person may have to have some serious discussions about what style he or she wants to follow, if any.”

From a reporter’s perspective

Hunter George, executive editor of The Birmingham News, has similar expectations for the future of AP style. He said AP is the style guide for more than 1,000 American newspapers, and it is therefore still a valuable tool for journalists and PR practitioners.

“It is always good to know the language of the medium you are submitting information to,” said George. “But your material is going to be rewritten anyway, so it probably is not crucial. More important is clarity and conciseness.”

George said he encourages public relations professionals to stay on top of what is current and what is developing and to know that standard communication channels will change constantly.

From a PR practitioner’s perspective

Katie Stripling is an account executive at o2 ideas advertising and public relations firm in Birmingham, Ala. She says she thinks the implementation of the style guidelines is becoming more relaxed. She believes as things become more digital, we are unfortunately losing some of the formalities of written work.

“Too often we are trying to communicate a message so briefly — sometimes in 140 characters or less – that in order to get our message across we have to pay less attention to style and focus more on direct and succinct messages,” said Stripling. “Despite the necessity of sometimes derailing from AP style, I believe it is still incredibly viable for public relations practitioners. It is essential that practitioners know how to professionally and formally present their work in the style that is recognized in our industry.”

When asked how AP style should apply when posting to Facebook and Twitter, Stripling said it is still important, but it is not the only guide practitioners need for communicating anymore. “It is imperative that practitioners know how to adapt their messages in other media that require a different set of guidelines, some of which are not yet formalized,” she said.

Stripling also said international interaction in the world of PR has made a slight impact on the relevance of AP style. “I think anytime a diverse group of people exchange ideas and practices there is always an impact,” said Stripling. “It’s important for practitioners to communicate their messages in the style that makes the most sense — AP style should be the basis for building messages, but should be adapted as needed to fit the requirements of specific publications and other media.”

“Communication will continue to change in the world of PR as it becomes more conversational and less formal,” Stripling said. “As traditional communication channels become less common, there will be a lot of discussion around setting guidelines and best practices for communicating via new media. The constantly changing communications environment makes it essential that practitioners stay connected and participate in continuing education in order to ensure that they are communicating in the most effective and professional ways possible.”

As public relations practitioners, the most important thing to remember is to monitor changing trends regarding style and industry expectations. Don’t make journalists search for their $5 bills.

Photo by Niki Gautier