Allison Schiff

Worth reading from NiemanLab: Readers prefer to click on a clear, simple headline — like this one By David Markowitz, Hillary Shulman and Todd Rogers In an era when people trust news less than ever, how can journalists break through and attract the attention of average people to provide information about their communities, the nation and the world? By not complicating things. Our research, published in Science Advances, shows that simple headlines significantly increase article engagement and clicks compared with headlines that use complex language. In our research, typical news readers preferred simple headlines over complex ones. But importantly, we found that those who actually write headlines — journalists themselves — did not. We first used data from The Washington Post and Upworthy to see how language features, such as word length and how common a word is, changed how many people clicked on an article’s headline. These datasets included over 31,000 randomized experiments — also known as A/B tests — that compared two or more headline versions of the same underlying article to determine which one generated the most clicks. Headlines with more common words — simple words like “job” instead of “occupation” — shorter headlines, and those communicated in a narrative style, with more pronouns compared with prepositions, received more clicks. For example, The Washington Post headline, “Meghan and Harry are talking to Oprah. Here’s why they shouldn’t say too much” outperformed the alternative headline, “Are Meghan and Harry spilling royal tea to Oprah? Don’t bet on it.” This example illustrates how sometimes a more straightforward headline can generate more interest. In follow-up laboratory experiments, we found that typical news readers focused more on simple rather than complex headlines because the writing was easier to understand. When journalists participated in the same experiments, they didn’t show any preference for simple headlines over complex ones. Put differently: Those who write the news appear to be less responsive to simple writing than regular audiences. Generations of communication consultants have advised that communicators follow the rather crass acronym KISS: Keep it Simple, Stupid. We suggest a modified version applied for journalists. Since KISJ isn’t all that simple, we propose: Keep It Simple, Staffers. Simplicity increases the number of people who click on a news story headline and improves reader recall of the material in the article. Most importantly, simplicity boosts reader engagement, such as how much attention they pay to the information.

4

Join our experts as they dive into PR Newswire's groundbreaking AI innovations. We'll explore: ✨ How AI is revolutionizing #PR & comms ✨ Our unique solution that leverages historical data to offer press release insights ✨ Findings from our State of the Press Release Report on how PR pros are embracing #AI Save your spot now and join us as we drive the AI conversation forward!

2

Sharing a few words today about the use of embargoes in PR. First, let me say that if you're using the embargo tactic to try to get more reporters to read your pitch—without any real value to them—don't. Embargoes are only effective in 𝐜𝐞𝐫𝐭𝐚𝐢𝐧 situations - and even then, they should be used sparingly. Slapping the word "embargo" on your press release doesn't do _anything_. 😕 The reporter must first AGREE to honor the embargo. And in most cases, using one just doesn't make sense. After talking with reporters, the takeaway is that it may be OK to use an embargo IF: 1. You have a story worth embargoing 2. You have an existing relationship with the journalist built on trust To back up a bit, 𝐰𝐡𝐚𝐭'𝐬 𝐚𝐧 𝐞𝐦𝐛𝐚𝐫𝐠𝐨? When public relations practitioners pitch news to journalists using an embargo, they’re sharing information (many times in the form of a press release) before the announcement date. An embargo gives reporters time to write the piece and have it ready the moment the news is publicly announced. It’s offered under the notion that reporters won’t publish the story until the stated date. But - unless the news is earth-shattering, an embargo isn't warranted. And - reporters often won't honor them, even if asked, because they've been burned in the past when they held a story - and a competitor didn't. In other words, is your story worth asking a reporter to honor an embargo? For most companies in most cases, the answer is no. #mediarelations #PRTips #publicrelations

88

11 Comments

Most RFPs are *cruel & unusual punishment* for Public Relations agencies. 😩 Seriously, can we please kill them? Here’s 5 reasons why they suck: 1. They usually get issued to 5 or more firms, meaning your agency has (at best!) a 20% shot at winning. Not great. 🙄 2. Despite long odds, an avg RFP = about 20 hours to write (well). Quick math: 20 hours for a 20% chance of winning = banana pants cray cray. 3. Most RFPs ask for *free thinking,* strategy, etc. To which I humbly ask: Is it cool to ask *five doctors* each for 20 free hours of medical advice? Is it ok to ask *five investment bankers* for 20 free hours of financial advice? No? Interesting… 4. The truth is, most PR agencies can be vetted with: a 20-minute Zoom call & a trip to their url vs asking them to spend 20 hours compiling a rigid document that *literally nobody* wants to read! 🤯 5. Many RFPs I’ve gotten over the years *don’t provide a budget range* No budget guidance = insanity sauce. Imagine: “Please design my dream home… as for budget… I dunno… surprise me!” 🤷‍♂️ This shouldn’t be controversial. Unless procurement *forces you to do it*, let’s kill RFPs. Kill them dead! They’re horrible and cruel. Let’s stop the cycle of agency abuse. Let’s do business with empathy. This is the way ✊ #publicrelations #rfps

281

60 Comments

Give me an opportunity to talk about B2B PR and I'm all in! Thank you to Evan Kirstel B2B TechFluencer for having me on to talk about how PR can help business-to-business companies build, maintain and protect their reputations. We also chatted about my book, B2B PR That Gets Results. Thanks again, Evan! #B2Bmarketing #B2BPR

9

1 Comment

Join me July 11 at 3:30 EST for this Notified webinar, where I'll share advice and tips on effectively pitching your press releases to journalists. Hope to see you there, along with the 800+ people already registered - the link to sign up is in the comments. We'll cover: ➡️ What a press release is - and isn't - for 👍 ➡️ What to include in a well-written release 📝 ➡️ The best methods to pitch your news to journalists 🗣 ➡️ Other ways you can repurpose your release ♻️ #publicrelations #mediarelations #PRtips

39

8 Comments

This article from Columbia Journalism Review is fascinating, and an argument for the importance of a reputation management communication plan. There are volumes authored by PR pros advising against ignoring reporters inquiries, yet this article documents how frequently it happens. Throughout my career, I can count on one hand the number of times I have made a calculated decision not to respond to a media request, and 99.9% of the time it was after multiple engagements with a reporter who repeatedly misrepresented or distorted information (even if not intentionally). I suspect, more often than not, reporters get ghosted because the brand is caught off guard. They haven't planned how they will respond in a reputation crisis. Or haven't socialized the planned response with stakeholders. If the PR team is haggling with executives and lawyers on what to say or how to say it when the reporters' questions start rolling in, the opportunity to frame the narrative is quickly lost. Thanks for sharing the article Jennifer Johnson Avril! https://lnkd.in/gYmTA9CW

6

Heya B2B brands - want to produce video content that actually matters to (live) viewers and not the usual indifference to branded content? You could do (a lot) worse than checking out the advice in this highlight reel clip from Brent Leary and Paul Greenberg of CRM Playaz and PPN (Playaz Production Network) - the recipients of my very informal, first-ever enterprise video awards. When I asked Leary and Greenberg about the big mistakes brands make with multi-media, we also talked what works. What works is unscripted authenticity, with some level of production values (that part is a longer discussion). Oh, and if you you want to see the questions I was about to launch into at the end of this clip, check the full show replay at https://lnkd.in/dN6jq9tT

7

3 Comments

🥳 Today I was named to the Qwoted Top 100 PRs for Q3 2024. The list is based on how quickly you respond to reporters, the number of positive interactions and conversations and hit rate of pitches to replies from media on the platform. I was nowhere near the top of the 100 - and I'm not surprised. My mostly B2B and technology clients are only relevant to a small portion of Qwoted opportunities. It's a small part of my overall approach to media outreach. Frankly, I was shocked to be listed at all. There are 135,000 users on Qwoted. It seems impossible that *I* and my super niche clients are pitching more often than 99% of other users. So tell me: why are 134,900 PR people letting opportunities simply pass them by every day? I'm having multiple conversations a month with tech companies who are paying hefty five-figure monthly retainers to PR agencies and consultants who don't bring them new ideas and opportunities, who aren't proactive and who don't land any media coverage. I would venture to guess that many of these agencies don't even know what Qwoted is, let alone pay the extremely reasonable sum for a subscription. Today's media landscape is tougher than ever, I won't deny that. But why are so many PR people ignoring opportunities that are right in front of them? 🤯

85

11 Comments

Valuable insights from Nicole Schuman for any #communications professional seeking to "measure the value of their work and tell that story to their stakeholders." #CommsForGood

3

Journalists are spilling the tea about what they like and don't like. Frank Strong of The Sword and the Script shared the results of a recent Cision survey. He pulled the stats that PR pros need to know about to improve their odds of success. 42% of reporters say credibility is the top challenge facing journalism. Tip: Avoid adjectives and hyperbole when you pitch. 67% of journalists use social media to source information. Tip: Keep your social feeds active and relevant. 55% of journalists want exclusives. Tip: Consider using them judiciously. #PR #publicrelationsagency #journalism

7

There's so much talk about using AI to generate content, especially now that tools like ChatGPT make it look so easy. But is that coming at a cost to the reader experience? I'm a huge fan of (properly using) AI. It's been great at summarizing meetings. I use it sometimes to generate headline ideas or to generate a first draft of social media copy. I'm legitimately amazed at how fast this technology is developing. But as someone who has been "generating content" for newspapers, websites, blogs and social media since MySpace was the dominant social platform, I see far too many companies rushing to adopt AI for content generation without question. It seems so easy — because it is. Upload some reputable, trustworthy data sources (at least, please tell me you're doing this), click a couple buttons and you've got a story ready to go! Unfortunately, going this route ignores a lot of success factors. - Is it going to rank on Google? (No — the algorithm wants human experience and expertise that AI can't magically generate.) - Is it something that will add value for your customers? (People don't really want to read awkward AI copy, and will just bounce.) - Is it going to read well? (Unless you're also a robot ... no.) Instead, use AI to *assist* human writers. It's great at summarizing interviews, gathering key data points and helping you brainstorm. It can generate a first draft that gives you a structure to work with, if you're stuck. AI is a wonderful tool as an assistant, but it's not a long-term content strategy. While the technology changes over time, one thing doesn't — people want to trust that the article they're reading will help them out. Seeing how often people add "Reddit" on the end of their Google searches just confirms this. If you really want to stand out among your competitors and get long-lasting results, don't use AI as a content generator. Use it to help your human writers and editors do their job better.

4

📣 Did you miss PR Newswire's recent webinar? Don't worry! Watch the on-demand webinar now and learn how to unlock the secrets of expanding your story's impact. Our esteemed panel of industry experts dove deep into: * Unlocking maximum media coverage * Amplifying visibility and engagement * Mastering the essential distribution tools for success Seize this opportunity to level up your #PR game! Watch now and let us propel your story to new heights. #Webinar #ProfessionalDevelopment #Networking

1

Authors Republic Is Now Promoting Edward Segal’s ‘Whistle-Stop Politics’ Audiobook Authors Republic, which distributes audiobooks by independent authors to dozens of audiobook retailers and library channels, is promoting my new audiobook, “Whistle-Stop Politics: Campaign Trains and the Reporters Who Covered Them” in its monthly newsletter to retailers. Here is what they have to say: “Segal is a former press secretary, campaign manager, contributor to Forbes.com, and aide to Democratic and Republican congressional and presidential candidates. “Discover the entertaining story of how campaigning by train shaped American politics, elections, journalism, and culture in ‘Whistle-Stop Politics.’ “Memories of the pivotal role campaign trains played in American elections fade with the passing of each generation. Also forgotten are the stories documented by the reporters who traveled with hundreds of whistle-stopping politicians, including Franklin Roosevelt, Harry Truman, Dwight Eisenhower, and Ronald Reagan. “The trains were the backdrop of political drama, intrigue, humor, and triumph for more than 185 years. Campaign trains were an American invention that enabled politicians to connect with as many voters as possible in the country’s largest cities and smallest towns.” Order your copy today from audiobook retailers. For more information, visit WhistleStopPolitics.com. #Elections #Politics #Reporters #Trains #Railroads #Journalism

1

In today’s crowded media landscape, trust is a rare commodity… Consumers are inundated with ads and promotional content but are drawn to stories that come from credible, independent sources. Earned media isn’t just a way to get noticed — it’s a strategy to build trust and authority that stands the test of time. Learn more at the 🔗 in the ⬇️ #earnedmedia #pr #publicrelations

2

1 Comment

"Content and marketing professionals have lost their identity inside companies. Typically, there is no obvious next career move. Therefore, they must prioritize avenues that lead to a better (if still siloed) marketing job." Content Marketing Institute I've spent the vast majority of my marketing career in (and adjacent to) publishing — magazines and books — and the only time I was in a group with more than 5 other marketers was around the turn of the century, which lasted about a year before mass layoffs led to consolidation, and I survived primarily because of my lower salary. A "career path" has mostly meant one of two options: transition to sales, or find another job elsewhere. On the bright side, mostly being on small teams meant silos were a luxury (typically controlled by a lifer who'd avoided consolidation), so I learned to do a little bit of everything — and every digital disruption was a familiar opportunity rather than an unknown threat. Being in publishing also meant "content marketing" and "owned media" were no-brainer concepts to me. I honestly have no idea how younger marketers who've only known siloed roles can compete when layoffs and consolidation hit, which is probably why so many go to agencies, go solo, or just move out of marketing altogether. #marketing https://lnkd.in/ejZKwTR2

3