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WIth the economy still trying to find its way, we in the PR industry are faced with proving our value on a regular basis because a lot of times there are decisions made within our clients organization that even our marketing contacts aren’t aware of. So what we’re doing with a lot of our clients today is the traditional media relations, analysts, messaging, speaking engagements, etc. but we’re also extending our value and services by helping our clients reach the niche communities who end up being - ta da - their real customers, the end users. There are many tools that your company and your PR team can utilize to reach these audiences and market yourself right to them - so don’t get stuck in the traditional need to do A, B, and C public relations program. Open it up a bit and use your agency to open new doors and avenues for you - now is the time to try something new because each day we see more changes and who knows what tomorrow will bring. So talk to your PR team and get their thoughts on what else they can be doing to help further your position or to get that unique spotlight put on the company.

That’s what Chicago Sun-Times sports columnist Jay Mariotti has to say. We keep hearing about, reading about and seeing the shift in the way traditional news sources (papers, magazines, nightly news) have gone about covering news - but is this a sign that traditional papers are going bye-bye? Is it just the big city and national outlets - will this trickle down to local and regional outlets? We shall see. One thing I have noticed is the quick growth of visuals in news outlets - in reading my hometown paper and others such as the Boston Globe, video and user generated content is everywhere. Is our attention span really down to a three-minute video clip?

HARO - Help A Reporter Out - created by Peter Shankman is a brilliant media relations tool that connects ordinary people and companies to journalists.

It started as a group on Facebook and today it has more than 14,000 members.

In an effort to continue to build this great resource, today Peter is asking all of his members to post the following on their Facebook, LinkedIn, Twitter and other pages over the next 24 hours:

“Get Sourced. Get Quoted. Get Famous: www.helpareporter.com - Putting Journalists and Sources together, one quote at a time.”

So, will you help a reporter out today?

As PR professionals, we’re all looking for new ways to secure our clients coverage and shine that spotlight on their new offerings and unique approaches. Yesterday, the CTO from JackBe, John Crupi was highlighted on a Network World ‘Whiteboard’ - We’re seeing more and more traditional magazines and dailies go the video route - even our backyard paper the Boston Globe is making a point to add more video coverage. Not that traditional media briefings and opportunities have gone away, it’s just another way to get your clients message out there. Check it out:

http://link.brightcove.com/services/link/bcpid1243511167/bctid1517411419

The Boston Marathon is one of my favorite events of the year and will be taking place this coming Monday. As someone who has ran the Marathon, I can appreciate putting a lot of effort into something over a long period of time – with the “finish line” miles away. The same holds true for business press outreach. This week alone, we secured a great hit in the Wall Street Journal for one of our clients and have coverage coming out in USA Today. What makes these opportunities special (in addition to being in two top national media outlets) is that they came to fruition as a result of a lot of diligence, hard work — and patience over time.

Securing a briefing with a business publication doesn’t automatically equal secured coverage. Relationships with reporters and editors need to be nurtured. Not only do you have to present them with a viable trend/story and then support it with compelling reference points (numbers, customers, analysts, etc.), you need to build a strong rapport with that reporter – during the briefing and beyond. Further, you need to recognize that things come up (a lot) and a reporter may need to push off a planned article. It doesn’t mean it won’t run – it is just not going to run when planned. When this happens, the important thing is to keep in touch with the reporter (without stalking them), letting them know you are a resource for them, while keeping your client top of mind. When done the right way, the article will eventually run and the benefits will follow. So….when it comes to business press coverage…keep your eyes on the prize…and you will win the race!

Almost three years after hurricane Katrina, New Orleans is proud to be hosting one of the greatest - and in my opinion - the most entertaining winter sporting events: the 2008 NBA All-Star game. No stranger to housing some of the greatest athletic feats, like the Super Bowl, the Final Four, and the BCS Championship Game, the city is ramping up for what promises to be yet another unforgettable game.

Starting for the West are Allen Iverson, Kobe Bryant, Carmelo Anthony, Tim Duncan, and Yao Ming.

And up until last night, the East’s starters included Jason Kidd, Dwyane Wade, LeBron James, Kevin Garnett, and Dwight Howard. But, don’t hold your breath, sources are now reporting that Boston’s Kevin Garnett will no longer be taking part due to a strained abdominal muscle.

Also missing from this year’s lineup, but not for medical reasons, is Shaq, which is generating a fair about of buzz in the world of sports.

Aside from the game, all stars will also be taking part in the Skills Challenge, the Three-Point Shootout, and the renowned Slam Dunk Contest, where each athlete longs to defy gravity for just a little longer than the last. After all, who can forget Jordan’s famous free throw line dunk!?

Some of my personal favorites will be headlining in the 3-point shooting contest, including Kobe Bryant and Steve Nash .

And hailing from Syracuse, I have to give props to Carmelo Anthony, SU’s National Freshman of the Year in 2002-2003. He never fails to deliver a stellar performance for the Denver Nuggets.

Now, if you’re lucky enough to be heading to New Orleans for the week, like my sister and her sports marketing class at Niagara University, (ahem…no, I’m not at all jealous!) be sure to soak up some of Louisiana’s most delectable dishes, its rich history, and, most importantly, donate to the continuing rebuilding and development efforts.

So now that Rupert Murdoch has bought the venerable Wall Street Journal for a cool $5 billion will he keeps his hands off of it? In other words, will he stay out of the kitchen and let the reporters and editors cook up their own editorial stew? That’s a key question as many reporters are no doubt watching how new ownership will impact their independence. As a former reporter, I know that journalists cast a wary eye at outsiders. At the same time, all you can really do is tell it like it is.

To paraphrase the immortal Al Davis, just report, baby.

So, reading Heather Green’s post today on Blogspotting got me thinking, or should I say, it reminded me of how important local papers are. Local papers are what started the media, then came radio and so on. Do you read your local paper? And if you do, do you read it with the same purpose as you did years ago? I have found myself reading the Nashua Telegraph late at night, and mainly for local events and the crossword. Just a few years ago, I would make time in the morning to read it before I started my day so I would know what was going on in the world. Now, I think I would paralyzed if I could not read my RSS feeds first thing in the morning. How do you get your news?

As I am sure everyone is aware, Harry Potter mania is definitely in full swing. However as a PR professional, and someone who works with the media on a daily basis, I was very excited to hear that although it was reported that “spoilers” had received copies of Harry Potter and the Deathly Hallows (book 7) and posted the ending on the Internet, not one major news network has released the ending of the book. Sure, they have all talked about the story itself – that someone took photos of the book and is trying to retype them into something more legible, but no one in the Boston media (print and television) nor the national news (CNN, FoxNews, AP, etc.) has released the ending.

Some would say this is the biggest story of the summer so why wouldn’t the media release it? I think most are thinking however, that they would NEVER want to be the news station or newspaper that was associated for spoiling the ending of the most anticipated book of the year – for children and adults.

As a very big Harry Potter fan myself, thank you to the media. For once not releasing breaking news, you have made me and millions others Harry Potter enthusiasts very happy. A surprising twist near the end of the Harry Potter story.

Forbes editor: WSJ newsroom may see cutbacks

Former WSJ newsie–and current Forbes Managing Editor Dennis Neil–had some pointed comments on NPR’s American Public Media show yesterday (July 17). In light of Rupert Murdoch’s bid to acquire the venerable publication, Dennis told host Kai Ryssdal that Murdoch would be wise to make three quick moves: cut the 500-person newsroom to 400, halt production of the Saturday edition, and abandon the poorly performing WSJ European edition.

Personally, I think the Saturday edition is a great read, but biz is biz, right?
-AB