Personalize your pitches, and give journalists what they need.

At the 2011 PRSSA National Conference in October, 1,200 students came together in Orlando, Florida, for a weekend full of learning about public relations, professionalism, social media, creative design and much more. In the midst of all of our sessions and events, one topic stood out above the rest — and no, it wasn’t about how to tweet or develop a Facebook strategy. It was about good ol’ fashioned media relations.

That’s right — journalists still exist (and matter) in our digital, social media–obsessed world. And public relations professionals still need to create strong, lasting relationships with them. Facebook may not be around forever (cue that fuzzy MySpace memory), but journalists and the media likely will be, so it’s time to polish up those media relations skills.

Above all, avoid that dreaded “Dear editor, please consider covering this unique story.” You may as well be typing “Dear blank, please blank,” because that’s all the journalist is really going to see — a generic, bland, I’m-going-to-hit-delete-right-away pitch. Personalize those pitches! Address your story to a specific person who covers the topic, individual or product you’re pitching.

After you send out a perfectly crafted, personalized pitch, make it easy for the recipient to follow through with your story. Are you giving your reporter every single piece of information he or she could possibly need? Send them links, bios, possible speaking points, photo opportunities, related videos, etc. Be available at all times to answer questions. (You know your iPhone’s your lifeline anyway, so halt your game of Angry Birds and answer your reporter’s questions instead.)

Finally, know that you’re not the only one who needs technology and digital media to do your job — journalists have replaced their spiral reporter’s notebooks with new technologies as well. If you’re having any type of press conference or speech, have a mult box ready. If you’re sending a reporter a photo, be sure it’s a high-resolution image in a format they can actually use. If a reporter finds your organization via Twitter and sends you a tweet or DM, answer his or her inquiry promptly.

So, take a few minutes to review Media Relations 101. Personalize your pitches, give journalists what they need and be familiar with the technologies they use. Because after all, you don’t want to log onto dearblankpleaseblank.com only to read, “Dear Persistent PR Pro, Please stop sending your pitches to me. I’m a sports reporter, and you keep asking me to profile your ‘one-of-a-kind’ hair product. I cover the NFL lockout, not products that create ‘luscious locks.’ Sincerely, Annoyed Sports Reporter.”

Differentiate, brand, and build trust were some key takeaways from the PRSSA National Conference.

Picture this. You’re standing in a room with a thousand aspiring young public relations professionals. On your left, there are students eagerly tweeting away. On your right, there are students impatiently waiting to hear from the keynote speaker of the day. You move from room to room to hear more amazing speakers educate you on any type of PR — nonprofit, agency, healthcare, global, etc. Top that off with some sessions on media training, social media and crisis communications, and you are officially in PR heaven.

This is just a glimpse of the atmosphere and events at the PRSSA National Conference held in October. I was honored with the opportunity to attend National Conference and gain a great amount of insight into the public relations industry. I was surrounded by amazing talent, enthusiasm and knowledge.

Although my notepad contains 12-plus pages of notes, here are my top three takeaways as an optimistic PR professional:

Differentiate yourself. Everyone is looking for something different, and the better you understand this, the more successful you will be. Set yourself apart as a job applicant and show an employer what makes you unique.

Understand your “brand,” then let passion rule. People can truly tell when you are committed to your organization. It is critical that you work in an industry that you can full-heartedly invest yourself in. Love and be passionate about what you do!

Be a “champion of trust.” Public relations is not just about making a sale; rather it is about building trust. Build trust with everyone around you, whether it is your coworkers or your key public. It all starts and ends with trust.

I’m looking forward to applying these tips in my own professional career! What are your best tips and tricks of the trade?

"Perception is Reality" was this year's theme for the PRSSA National Conference.

You know that “aha!” moment? You’re brushing your teeth when a great new pitch idea suddenly pops into your brain, or luxuriating in a bubble bath when the perfect event is fully realized in your mind. Imagine how it would feel if these sparks of genius lasted two hours: complete euphoria. Mind-blowing. Life-changing. Welcome to the PRSSA National Conference 2011.

While attending a session exploring Healthcare PR, I felt worlds collide and sync up. Inundated with public relations tips, skills, facts and action plans, I had not felt a strong connection with any specific area of expertise. Then one little quote changed my whole outlook. Kathy Lewton, APR, of Lewton, Seekins & Trester, succinctly stated, “You must be able to read, comprehend and translate.” I instantly knew I had found my calling.

As an avid learner and unabashed communication geek, I had been considering graduate school directly after graduating. My plans took a 180-degree turn. Everything I love about academia ­— researching, interpreting articles and studies, and rewriting the core concepts in my own words — goes hand in hand with the everyday responsibilities of healthcare PR professionals. Healthcare is also the perfect fix for my craving to directly help people. Whether I land a position at a hospital or at a nonprofit promoting cancer awareness, making a difference in someone’s life will put a smile on my face every day.

As if that life-changing realization weren’t enough, after it happened I was given the opportunity to speed-network with professionals who were attending the PRSSA Conference right down the road. I was already elated, and then my whole world brightened again when I met Gary McCormick, Director of Partnership Development for HGTV. I shared my “aha” experience with Gary, and he immediately offered the names of three healthcare PR giants that he could help me contact. I offered him my business card, and I was shocked when he turned it down! He said he never accepts business cards because it’s too impersonal; we work in a world of personal relationships, and handing out his email address directly starts the relationship off in a more personal manner. Not only had I just found out what type of work I was destined for, I realized what an amazing group of people make up the PR profession.

As an aspiring PR professional, I am constantly dazzled and amazed by the kindness and willingness I have encountered with PR professionals. I can’t wait to become part of their world!

The UD chapter of the PRSSA has come a long way in the past two years.

If you had told me a year ago that I would have been presenting at the Public Relations Student Society of America (PRSSA) National Conference, I wouldn’t have believed you. Two years ago PRSSA was not what it is today. Frankly, it was a pretty ineffective organization, filled with inactive, uncommitted members. People knew so little about it that most students probably could not have guessed what “PRSSA” even stood for.

Due to efforts spearheaded by our advisor Professor Bartoo and our president Abby Stollar, along with our hardworking e-board, the PRSSA-UD chapter now has meetings with an average of 50 people. In addition we have programs, committees, field trips and fundraising activities, all of which are well supported.

But we don’t measure success by the amount of programs we have or the number of activities we offer. Instead, we look at our members’ experiences. Since our rebranding, our members have become active and invested in our organization. We’ve even had members tell us they decided to pursue a career in public relations simply because of their experience with PRSSA!

This transformation is what led me to become one of four presenters from the University of Delaware at the 2011 PRSSA National Conference in October. At the same conference last year, I felt our chapter’s accomplishments were inadequate compared to those of other chapters. However, this year, we inspired many other chapters with our programs, promotions and other original ideas. Many people came up to us after the presentation to ask us how we accomplished what we did.

In addition to the honor of presenting on a national stage, we were recognized for our work by UDaily and our Communications Department blog. I could not be more proud of what our chapter has accomplished, and I am proud to say that I helped the chapter become what it is today. As a senior, I cannot wait to come back to visit and see our chapter’s new accomplishments as we grow in number and strength.

Ah, the good ol' days

First things first: I have a bit of a Peter Pan complex. I am 25 years old, yet I still cling to the memories of my college career, insisting that I am not old enough to be a post-college grownup. Truth is I am. I work a 9-to-5 and the rowdiest I get Monday through Friday involves a glass of wine, an episode of Dexter and a hard 10 p.m. shuteye. But as the relentless ticking of the clock pushes me towards middle age, I yearn for the sleepless nights academia once brought me. So naturally, when a group of Public Relations Student Society of America (PRSSA) students at the University of Delaware asked me to get involved in their chapter by speaking at an event, I had to say yes. Of course I wanted to go back to my alma mater to relive my adventures in those hallowed blue and gold halls and hear stories of these crazy college kids.

What I found when I arrived was not what I expected. Those crazy college kids were dressed professionally, handing me resumes with lists of internships and experiences that most people my age have yet to compile. They looked to me for inspiration — me, the crazy college girl who once tore through these hallways and caused a ruckus or two on this campus. Instead, they inspired me.

College students have evolved. No longer can they afford the hard-partying nights; now they must endure hardworking nights to ensure they’ll stand out to potential employers. I don’t have to tell you how the economy has shaped the future of these kids. But I will say that in the few short years since my departure from UD, these students have had to grow up a lot quicker and work a lot harder to obtain a job than I did.

These students taught me that marketing doesn’t begin with the products and services that you promote — it starts with you. The PRSSA students have created brands for their names, imprinting their trademark on each and every person they encounter during their transformation from UD college student to postgrad professional. This is a lesson for everyone, marketing expert or not: The image you create for yourself is vital to the role you want to take in life, so make sure it is true to you.

It occurred to me that these students might have some more valuable lessons to share. So AB&C sent four of them to the PRSSA convention in Florida. After hearing about their experiences I decided to give them a voice on our blog. Over the course of the next week we will be posting their blogs to give you a little insight into their PR world. I hope you are as inspired by these young professionals as I was.

To the college kids reading this, you are an inspiration to me, but don’t forget to have a little fun now and then. Hit up a frat party or cruise Main Street one last time before you graduate. And please — take me with you.

In a world of 24-hour information, quality PR work is crucial.

When the Baltimore Colts moved out of town under the cover of darkness in 1984, the team pretty much cemented its place in the Bad PR Moves Hall of Fame. But last week, Bally Total Fitness took a page out of the Colts’ playbook anyway, completing a sale of 171 of its clubs to competitor LA Fitness — without telling its members. Other than a vague, one-paragraph statement on both companies’ websites, and two days’ notice of an early closing on November 30, gym members were given no information about the sale, or what it would mean for them.

This communication blackout triggered an escalating PR nightmare. At my local former-Bally-now-LA Fitness, members arrive with no idea that club ownership has changed, and are surprised to find they must now wait in long lines to receive new membership cards and sign new paperwork. Familiar staff members are gone. Bally’s Facebook page features stories about memberships suddenly canceled, gyms abruptly closed and fees arbitrarily charged. All the while, Bally and LA Fitness remain silent.

In an earlier blog post on crisis communications, AB&C’s director of public relations John Orr stressed the importance of maintaining a constant flow of open, honest interaction. Surely a corporate takeover should have prompted both companies’ PR teams to go into overdrive, executing a carefully planned crisis communications plan. But outside of a short email from Bally to its members stating they should notice no changes, there have been no press releases, no staff on hand at clubs to answer questions, not even a single Facebook post. In a world of 24-hour information, it’s both surprising and disheartening to see two large corporations dismiss the opportunity for some quality PR work.

As PR professionals, we would love all our stories to be good news. Of course, that’s not always the case. That’s why it’s so important to be in front of the story and tell your side before someone else does. In this case, there may have been some good stories to tell in the takeover. For example, perhaps the gyms that are closing will be remodeled. Maybe LA Fitness plans to purchase new equipment or add new classes. On the other hand, maybe those gyms will close permanently or membership fees will skyrocket. Like every other customer, I can only guess. When you leave your PR to guesswork, it’s hardly ever positive and almost never accurate. And that’s not good.

Many crisis situations entail change, surprise or the unexpected.

“In many ways, individuals and institutions get measured by their capacity to deal with change, surprise and the unexpected.” — Bob Woodward

Many crisis situations entail change, surprise or the unexpected. How do we as public relations professionals respond effectively? How do we blend the proper doses of textbook theory, gut instinct and level-headed judgment?

Over the course of my career I have dealt with a variety of “urgent” situations: product liability, white-collar crime, race and sex discrimination, life-threatening negligence by healthcare providers, environmental issues, and corporate downsizing, to name a few.

In determining a tactical approach with the media, there are certain classic principles to follow in most occasions:

• Be honest
• Never say “no comment”
• Designate a single spokesperson
• Provide a constant flow of information
• Be accessible

I know what you’re thinking — that all sounds too easy. How does it really play out? Here’s a real-world example. One major caveat: This incident took place in an analog word without cell phones, e-mail, Twitter or Facebook but nonetheless the basic principles hold true.

Johnson Matthey, a UK company, is the world’s largest precious metals refiner. A number of years ago, my former agency represented their catalytic systems division based in Devon, PA, which was the leading supplier of catalytic converters to the auto industry in the United States.

One Monday morning I received a call from the Communications Director who filled me in on what had transpired the preceding Saturday night. The company had suffered a horrific explosion and fire in a large warehouse in Seabrook, NH. The fire was brought under control in about six hours, but a huge plume of acrid white smoke had been created. The warehouse was leveled. Three thousand chemical compounds — from aluminum to zinc — had been stored in this facility for packaging and distribution to various companies and universities for research and development purposes. The first of seven news crews (from WBZ-Boston) arrived on the scene around midnight.

An evacuation was ordered for all residents within a one-mile radius. That area included a large trailer park. Also nearby was the Seabrook Nuclear Power plant and that was cause for some concern. Bottom line — they were not only dealing with a very nervous community, but potential air and water pollution and allegations of arson by a Johnson Matthey employee. It all added up to what the New Hampshire State Fire Marshall characterized as the “worst hazardous material incident in the state to date.”

So how did we handle the crisis situation? We immediately sent a team for on-site handling. We brought in environmental experts from the Environmental Protection Agency to assess and mitigate the impact of the explosion. We helped set up a healthcare clinic to minister to the needs of affected residents. Moreover, we organized daily press briefings and two large town meetings with on-site media training for the Johnson Matthey spokesperson who was experiencing her first crisis situation.

With regard to the town meetings, we had one that Monday night to communicate the company’s response, a timetable of the cleanup procedure and an investigation into the cause. A second town meeting was held about two weeks after the incident to announce soil and water test results by the EPA and to answer questions from the town residents and media. As it turned out, no significant ground or water contamination was found.

Press coverage of the event and local resident attitudes toward Johnson Matthey turned around 180 degrees over a three-week period — from suspicion and anger to understanding and trust. Plant safety records were fully divulged; the company became extremely active in the community and demonstrated good citizenship with its neighbors.

We were honest. We were accessible. We answered questions. We designated and trained a single spokesperson and we provided a constant flow of communication. With the agency’s proactive efforts PR efforts and Johnson Matthey’s acceptance of responsibility, a highly volatile situation was turned into a positive story for our client.

(Adapted from a lecture presented by John Orr to a graduate class in Advanced PR Management at the University of Delaware.)

Casey Anthony at trial

The verdict is in. Casey Anthony, the Florida woman who was on trial for the murder of her daughter Caylee in 2008, cries in the courtroom as the jury forewoman reads, “In the matter of first-degree murder, we the jury find the defendant not guilty.” There are more than a million onlookers on CNN.com as Anthony walks away from the death penalty and into the arms of freedom. She’s acquitted of all major charges: murder, aggravated manslaughter and aggravated child abuse. Charged with only four counts of delivering false information to law enforcement officials, Anthony is sentenced to four years in prison. But having served three years already, she won’t be doing much hard time.

What will Anthony do with all of her newfound freedom? Well, she won’t be having lunch with Nancy Grace anytime soon, but the law does allow her to capitalize on her misbehavior. According to the Son of Sam laws, which prohibit convicted criminals from profiting off the sale of their stories to publishers, Anthony can cash in on her case because the major charges were dropped. She’s been speechless from the beginning, opting out of testifying, making no comments to the media, but now that a big payoff is possible, who is going to get Casey Anthony to speak?

She should hire a publicist. If she chooses to break the silence she’s going to need someone to represent her voice just as well as Jose Baez, her lawyer, represented her right to freedom. But would you want to be Anthony’s publicist? Considering she could be offered up to a million dollars for the exclusive rights to her interview alone, and the small window of opportunity this story has, she’ll be able to cash in — and so will her publicist. In addition, there’s already buzz about the best actress to play her in a movie — Kristen Stewart is a favorite — the best title for her new book, and even Oprah descending from Olympus for a one-on-one. Cha-ching.

So why wouldn’t you take Anthony on as your newest star client? Michael Levine, a veteran Hollywood communications expert, said it best: “She could probably get a million from an outlet, but I wouldn’t recommend she do that, because she’s such an unsympathetic figure and a known liar.” Anthony’s sticky web of lies may not hold up well under the white-hot glare of media attention.

It is a publicist’s job to help decide if and when she should withstand that glare and risk exposure. For Anthony, the best decision would be to stay silent. She’s already received $200,000 from ABC for the exclusive rights to her personal images. As a publicist, my opinion is she is going to want more money and more attention — and that will mean more vulnerability. The media is going to want to know the details of Caylee’s death, details of her history with her father, details of her personal life. If the press breaks Anthony down there’s a strong possibility she could contradict everything her defense built for her, and that is bad news for a publicist.

It’s important to weigh the good and bad of your client before taking them on. Anthony could be a great payout, but also could end up costing a lot in damage control and hurt your reputation as a professional. Keep in mind that not every client is a good client and always consider your customer just as much as they consider you.

Part 1: Your Facebook cheat sheet

Facebook. One out of every 13 people on earth is on it. More than half of all social media traffic in the United States comes from it. It’s no wonder that it has become a component of every good PR strategy.

But unlike traditional media outlets, with their long histories of best practices and protocols to follow, Facebook and other social media outlets change the rules often by the day. The whole process of setting up a page, recruiting fans and interacting with them — not to mention making the whole thing valuable for the client — is new territory for many PR professionals.

To address this, PR News (an online public relations resource) recently hosted more than 300 public relations specialists for its first-ever Facebook Conference. The day-long, sold-out event brought together everyone from advertising industry thought leaders to overworked one-person communication “departments” for small businesses. All were seeking advice on the same subject. How can I build a successful Facebook page?

Sessions provided a crash course in everything from “How to Get People to ‘Like’ Your Brand” to “How to Manage Employee Facebook Activity for Optimal (and Safe) Results.” At the end of the day, 300 new Facebook experts returned home, armed with new terms such as “like-gate” (requiring users to “like” your page before viewing content) and “EdgeRank” (Facebook’s top-secret system for News Feed rankings).

Those two terms, and the following themes, repeated throughout the day’s sessions. Think of this as your Facebook cheat sheet:

Be authentic. Facebook is not the place to sell or be overly commercial. Think of it as a blind date — you want to look nice, ask questions, and show interest in what the other person is saying and doing. Brag a little, but not too much.

Resist the “me too” urge. Many companies rush to sign up for a Facebook page for the same reason: their competitors are there. A successful Facebook page launches only after the account team has thought through its objectives, strategy and measurement methods. Social media should be just one component of a comprehensive marketing plan. Remember — plan first, act second.

Social media is a team concept. The ideal Facebook team includes PR-driven content, with input from design, measurement and strategy — and an overall community manager to keep the whole thing in check. But no matter how large or small the social media team, it’s important to make sure everyone speaks with one voice so that the page stays consistent and on message.

Finally, a word about posting: The best time of day to post is before or after working hours. This ensures you will be at the top of the news feed for people logging on first thing in the morning at work, or in the evening before bedtime. There are various theories on the best day of the week to post, but the consensus seems to be Thursday.

Stay tuned for Part 2: Facebook strategies for small budgets.

Working with an agency

How can a PR agency help you in your quest for the gold? How can they understand the constraints of hospital PR and the competitive, ego-rich environment you have to navigate every day?

1. Use an agency with proven experience in healthcare public relations and media relations. You need someone who has been there and done that.

2. Let your agency be on your team. The more they know, the better they can help you. That means inviting them to clinical team meetings and making sure they have access to all your collateral materials. You can be assured that they will always have your back at all times.

3. Choose an agency that has the right tools. If your account executive has never heard of ProfNet, HARO, Cision, Vocus, SHSMD or NACHRI, you need to start shopping around. The right PR tools will help ensure that you are visible in the marketplace.

A good PR agency works with you, has a strong grasp of your goals and is well versed in your communication strategy. They should be intimately familiar with your hospital’s culture and assets. Because, when the pressure’s on and you’re reaching for the gold, your PR agency can extend your reach.

Get noticed by the media

So whatever happened to Dr. McDreamy? The world’s news cameras are at your door and you can’t wait to show off the medical miracles happening in your hospital. Here’s where the level head comes in.

With the needs of the patients and family, the media, and the executives in mind, you need a well-oiled PR department in which everyone knows what to do. (And maybe even a PR agency. But more on that later.)

Interviews are scheduled, executives are informed and expectations are managed. At the end of the day, the media gets what they want — a compelling, informative story told through the eyes of real people. The C-suite gains exposure for the clinical team and hospital investments. You get a chance to enhance your media relations.

Here is where a steady stride will pay off. A hospital PR professional who produces a steady stream of newsworthy stories — and keeps the information coming — will be noticed by the media. If you focus on the media relationship and tell stories with people in mind, you’ll reach the pot of gold and maybe even land an interview on CNN.

Make your healthcare story gold

You’re a hospital public relations professional and you want to get on the evening news. And you will — because you have Dr. McDreamy saving lives in your OR and Elmo visiting patients in your cancer ward. And yet, at the end of every news-crew-coordinating day, your executives demand a completely different level of recognition.

The C-suite wants gold: the CNN interview with the highly sought-after surgeon they just hired. A 60 Minutes story about the new hunk of technology the board just agreed to pay for. Even if you’re a seasoned and connected PR professional, these are elusive goals. So what do you do?

Ask yourself what rates as news. Think like an editor, reporter and producer — or better yet, like a reader or viewer. Is this a story you would tune into? Never pitch a story that is not newsworthy — it will keep you from the gold.

Focus on who — not what — makes miracles happen. Acquiring the latest technology has to be about more than flexing muscles in a competitive environment. The new doohickey must be saving or improving people’s lives.

Be creative. In the sea of new media, find the most effective vehicle for the story. The award and accreditation story may be best told via trade media. The health clinic and expert panel may be best told in a social media outlet. The sensational patient story is best on the evening news, while the issue-related medical ethics story is best for a print outlet. Be aware of your venues and use them wisely.

With media calling on one line and your executives on the other, you need to go for the gold, but keep a level head and steady stride.

Toyota relies on brand legacy during times of trouble

Talk about a summer of discontent. It seems that almost every week, another Toyota vehicle recall is announced. And it feels like no make or model year has dodged (pardon the pun) the recall bullet.

For instance, in April 2010, 50,000 Toyota Sequoias were recalled to reprogram the stability control system. In July, more than 400,000 Avalons and LX-470s got the hook for faulty steering column components. The latest recall involves a potential stalling problem affecting 1.3 million Corollas and Matrix cars. (I love it when a company spokesperson states the recall repairs will be performed “at no cost to consumers.” Oh, the generosity!)

So, what can a self-respecting auto company like Toyota do to combat all the bad press? It appears their strategy is to tap heavily into the company’s brand equity bank. That’s why freshly minted Toyota branding TV spots are popping up everywhere. Most center on quality-oriented themes like “dependability” and “longevity.” One features a rather smitten end user with 300,000+ miles on his trusty Toyota coupe. And why not? For decades, Ford and GM have relied on vintage Mustang and Camaro owners to serve as spokes-cheerleaders in their advertising campaigns.

Hey, when quality control gets shaky with your current offerings, there’s no harm in hitting the brand legacy trail. The inference seems to be, “We have a long history of building quality, trouble-free cars. Why would you think our current products would be any different?” Umm, maybe because they’re all being recalled? Just a thought.

Media relations is a lot like dating...

Recently I found myself consoling a coworker who was bothered because a reporter wouldn’t return her phone calls or emails or agree to go to lunch with her. Suddenly it occurred to me that entering the world of media relations is a lot like diving into the dating pool. Both involve unwritten rules, lots of phone calls, rejection and frustration—but with a little patience and a little luck, a long-lasting and trustworthy relationship can develop.

The relationship between a PR professional and a journalist is not just a one-night stand. It takes persistence and commitment.

PR pros are natural relationship builders. Even though we may be “playing the field” by pitching more than one journalist, it’s our job to make each one feel special. This means we need to do a little homework. I’m not advocating stalking by any means, but finding out interests and making a connection are keys to building any relationship. Read the journalists’ blogs, follow them on Twitter and find out what makes them tick before you decide to pitch them.

When connecting with a reporter, avoid bringing up competition. You would never compare the new person you are dating to one of your exes—it’s completely unflattering. So why would a reporter want to hear “X and Y media outlet picked up my story, so you should too”? You’re trying to build a new relationship, so keep others out of it.

PR pros should be reliable, accessible and punctual. If you set some time aside to talk to a reporter, make sure you are there when you say you will be. Reporters have strict deadlines; you can’t keep them waiting around or they are going to move on to someone else. If a date showed up 20 minutes late and forgot to call you, you would probably kick them to the curb too.

After you’ve established a relationship and a reporter tells your story, stay in contact! Keep the conversation going—even when you don’t want something in return. You wouldn’t want to date someone who only communicated with you when they wanted something (think 1 a.m. text on a Saturday night—get real). If you stumble upon an interesting study or resource that doesn’t involve you and could help out a journalist, send it over to him or her. He or she will remember it, and will appreciate that you’re not asking for a favor.

Stay optimistic, PR people. A recent study by UKDating.com reported that the average woman dates 24 men before finding “the one” they will marry. So don’t get discouraged if every reporter doesn’t want to tell your story (and we all know that it was a great story). There are plenty of other media contacts out there, so keep on pitching.

Tiger should have taken advice from a PR professional.

Everybody’s weighing in on how Tiger Woods should have handled his recent scandal. Public relations professionals argue that he should have gotten ahead of the tabloids and issued a statement right after his accident. Lawyers and agents maintain that the man has the right to keep his personal life private and is not obligated to comment on these issues.

Clearly, Tiger had something to hide. As a PR professional, I knew that if and when he decided to talk, his very personal problems would become very public. And when US Weekly announced that it was releasing voicemail messages that proved his “transgressions,” Tiger finally took advice from PR people and came clean.

In this day of the 24-hour news cycle, Tiger would’ve been better off admitting his “sins” a week ago. The story would be over by now. But because he remained mum, reporters continued to dig and to speculate — and his silence became part of the story. Now that the truth is out, Tiger has taken control of the message and the worst is over for his public image. His sponsors are standing by him and he will still go down in history as the world’s greatest golfer. Let’s see if he can find a PR professional who can help him on the home front.

Photo courtesy ABC News.

When you think of US Airways and all the negative press they’ve had in the past year about lost luggage and delays, you would never imagine that a plane crash would finally give them positive exposure.

The crash of US Airways Flight 1549 into the Hudson River has produced nothing but positive exposure for the airline and the crew. What has been the public perception of this accident?

• The airline appears blameless — everyone is pointing the finger at the crazy flock of geese.
• The pilot handled a difficult situation perfectly — with only a few minutes to act, the pilot made a textbook water landing into the Hudson River.
• The crew demonstrated expertise and skill — no one died, few were injured and the pilot checked the plane twice before exiting.
• The airline was proactive — less than a week after the crash, US Airways issued $5,000 checks to passengers to assist them with their immediate needs. They are also reimbursing passengers for ticket cost.

Let’s hope they handle their next “lost bags” crisis just as well.

Original Story at ABC News