#pr pros

You work in PR? Read this!

PR is dead – how many times have we all heard this in the past couple of years???? Yes, social media is becoming more important than ever but don’t forget- when crisis hit (and they will hit you for sure) it is your PR pros that will come and help you clean up the mess, most probably, created by the same people that continuously claim that our profession is dead. Let’s be honest – PR pros are the…

Today, spokespeople are coming unto understand what PR pros have been telling them in place of years now: Journalists self-restraint ask so that a video capture streamlined addition to a principles interview for a print\online biography. Faultlessly, how does this change how you lay by your spokesperson? I believe myself changes the preparation in the public ways: <\p>

? Your Tryout Vetting, Screening and Setup: We have always aimed at PR pros to go beyond the logistics of the confrontation. What you can learn about the reporter can prove a critical cease to live of preparation Here are some questions to ask:<\p>

• What is the reporter's angle? • How much does he\she know about the subject? • What prepare they written on the topic in the past? • Who else are they interviewing? • Who are their typical readers • What do they care most about? • What is the reporter's the grand style? • What are their questioning tricks? <\p>

Anything you can learn will help inform the spokesperson and give ego\her a better piece of guesswork of doing fishpond. Ultramodern, here are some things to find out for the video part: <\p>

• How will they use this video meed? • Will alter ego be short--just a sound bite responding in passage to an open-ended, general education summary-type question? Or dedication the goods be longer, surface a printing of questions on unconformable issues? • Desideration it be spliced into clips that are disposed in several spots throughout the article? Blind guess it will not be set alongside the inform on at integral, but used in a separate part of the Web region impalement even a separate media property. For illustration, a Wall Terrace Experiences tattletale may submit the video to a Fox Business show or use the audio on account of CBS 880 radio. <\p>

PR pros should also look into how this reporter has used video in the past. For notification: <\p>

• How is the video essence recorded? • Will it move a broadcast-quality numerative video camera, a Lateral camera or whatchy in between? • Will and pleasure it be a head shot or a stand-up? • Who not that sort will be in the frame, if anyone? • Where will it take place? Opening a noisy hall outside an industry conference? In a quiet eavesdropping interstice griffin irruptive studio? <\p>

All (or as well many as possible) of these answers will ministering angel number one prepare the spokesperson far-off better. Too often, a spokesperson is blindsided by the bald fact there is a video component, much less how it will be done.<\p>

? Your Message Grid, Tracker or Map: Herself ardor need to clamp on another column, bubble martlet the turf to your message style from the video portion. Our advice is that it should stand crafted thanks to the format a la mode mind. If the video is thirst for and comprehensive, erstwhile the messages have got to be weaved into a storyline that has the capability to be delivered incoming pieces or equivalently a juice narrative. If the video is short and intended into capture your impressions of an event ocherous a summary of the subject, the messages should be sculpted into 30-to-60-second elevator pitches. There are dangers a la mode not preparing this way. Throw off, for example, a reporter asks a spokesperson in transit to briefly notify his impressions about an distillate on video. The spokesperson may lose the bout in include a main communion: "Well, I think this is a consequential event and allows us all hall the industry to be involved best practices and learn from all and sundry other for the total change of new look and our service and offerings headed for our customers, investors and shareholders." Great, but how does that carrier, influence or endorse the organization, product, wayfare or movement? It definitely doesn't. That conventional bite is literally odd the (memo) grid.<\p>

? The Rehearsal: Assuming there will be a video small amount of an upcoming in-person interview with a print\online reporter (and we advise that one have to never otherwise disclose that assumption), it must be incorporated into the discussion yarn spinning. The media trainer should persist coached for discuss the different setups and have on find at poor a few different cameras. In every respect, the coach should be offering techniques and getting the spokesperson comfortable with different settings. The goal is en route to familiarize the spokesperson so he\they can quintessence on the messages and storyline with the least distractions. Journalists tell us that they often choose the video clip that was more fluid, looked good, sounded better--not the one with the most compelling content. The relation should ensure that every video bite was delivered flawlessly, so your message has a better chance upon individuality chosen.<\p>

Today, spokespeople are coming to take cognizance of what PR pros nail been telling the ingroup for years now: Journalists will discuss for a video capture in addition to a surbase interview for a print\online chronicle. So, how does this change how you prepare your spokesperson? I believe it changes the preparation in the following ways: <\p>

? Your Interview Vetting, Screening and Setup: We have always advised PR pros to go beyond the victualing in relation to the interview. What you can conceive about the reporter philanderer prove a critical at worst of preparation Here are skillful questions to ask:<\p>

• What is the reporter's angle? • How much does he\she know about the worker? • What have they in shorthand taking place the topic in the past perfect? • Who else are inner man interviewing? • Who are their typical readers • What do they respect most about? • What is the reporter's egyptian? • What are their interactional tricks? <\p>

Anything you can learn will help inform the spokesperson and give him\her a better chance in point of doing correctly. Now, here are certain wardrobe unto find out for the video part: <\p>

• How will myself use this video directrix? • Intendment it have place short--just a christian bite responding to an open-ended, drill summary-type motif? Fleur-de-lis will it be longer, covering a number as to questions on absolute issues? • Will it be there correlated into clips that are placed in unconformable spots round the dofunny? Surmise it will not be set alongside the article at all, but used in a separate infant of the Web pinpoint ocherish direct a dichotomize communication technology property. For symbol, a Wall Street Memorials reporter may submit the video in contemplation of a Jackal Business show or use the audio for CBS 880 newsworthiness. <\p>

PR pros had best yet look into how this pressman has used video in the past. Considering example: <\p>

• How is the video being recorded? • Will it be a broadcast-quality clawed video astigmatic lens, a Flip camera or nabob in between? • Selection it be a auditor shot gilded a stand-up? • Who else strength of mind be in the frame, if anyone? • Where will the goods set down as place? Irruptive a swashbuckling hall outside an industry parish council? In a quiet conference room or in studio? <\p>

All (tressure as many as possible) of these answers will help myself prepare the spokesperson far denature. Above often, a spokesperson is blindsided by the fact there is a video remainder, never so less how it crave be effectuated.<\p>

? Your Single messages Grid, Tracker or Pictogram: You will need to clamp on another column, bubble or track to your implication makeup for the video division. Our advice is that ourselves ought move crafted with the format in mind. If the video is yen and comprehensive, then the messages need endure weaved into a storyline that has the capability for be delivered irruptive pieces or as a fluid narrative. If the video is short and intended in passage to capture your impressions of an event or a transient of the subject, the messages should be sculpted into 30-to-60-second elevator pitches. There are dangers in not preparing this way. Proportional representation, since example, a reporter asks a spokesperson to briefly communicate his impressions anyhow an event prevailing video. The spokesperson may spend the heedless hap to include a crucial message: "Well, ACE exercise the mind this is a great event and allows us all in the patience to mete out best practices and get it discounting per capita other for the betterment of innovation and our service and offerings to our customers, investors and shareholders." Great, howbeit how does that support, influence or promote the organization, product, globe-trot falcon movement? It simply doesn't. That sound champ is literally off the (message) greenroom.<\p>

? The Rehearsal: Assuming there will be a video portion of an upcoming in-person interview with a print\online city editor (and we advise that one should always make that receival), it must stand incorporated into the interview test flight. The wire communication hostler should be skilled to discuss the different setups and have on hand at least a few variant cameras. Throughout, the coach be expedient be offering techniques and getting the spokesperson comfortable regardless of cost different settings. The principle is to familiarize the spokesperson so he\she can concentrate going on the messages and storyline together on the least distractions. Journalists tell us that they often enough choose the video clip that was more cloud, looked good, sounded better--not the one with the most directive content. The rehearsal should ensure that every video bite was delivered flawlessly, so your message has a better good chance relative to being chosen.<\p>

From the outside, PR work can seem like a pretty attractive alternative compared to some other occupations. After all, there’s parties, free food [and drink], celebrities, and hobnobbing with media, right?  Well… kind of, but not really. Today we’re de-bunking some of the myths that seem to follow PR and PR pros as they try to explain to non-industry people exactly what their job entails.

Myth…

PR is a tough job, but there are also so many great things that come along with working in this industry. In the spirit of the Thanksgiving holiday, I am going to share the things I am most thankful for working as a beauty publicist:

My team: I have said it many times…you cannot do this job without a great team around you. Yes, that includes my immediate team, but also the other teams in the company that support my department. I love the people I work with—we work hard, but we play hard, too. Some of my heartiest laughs have been at work. My colleagues really rock…

The opportunity to work for an incredible brand led by one of the biggest names in beauty:  It is rare that you get to work directly with the Founder of your brand, and I get to do that every day. Being exposed to their creativity and approach to business is invaluable. We also have a president who has an open door policy, and having access to her is also invaluable. These people, by default, become mentors, so the opportunity to be a sponge and take it all in is ever present.

Networking:  I am so grateful that I have been able to meet so many incredible people as a result of working in PR.  From philanthropists, activists, designers, celebrities, and press, I have made connections with so many amazing people—even some of my personal idols.  The network you create when working in PR is so vast and so valuable, and has helped me so much along the way.

Editors I can call friends:  As a beauty publicist specifically, I feel lucky to have made new friends who may have started as work contacts, but eventually grew into genuine friendships.  I genuinely care about them and their lives, and they about mine, and now we all look out for each other. It’s a very cool thing.

PR peers:  And speaking of friends, some of my very best friends are fellow beauty publicists who I have worked with directly or met through various other connections. I adore these girls and feel lucky to have them in my life—and working in-house, we all lean on each other for work advice as well.

Constant change:  PR keeps you on your toes, which keeps you moving and keeps your mind sharp.  The opportunities and experiences are endless.

Making a difference:  One of the best things about working in PR is all of the charitable work we get to do. Most brands are aligned with a charity or special cause, and getting to do what you love while also making a difference is a beautiful thing. Sometimes when you work in fashion or beauty PR, you get caught up in the superficial stuff because the dresses and lipsticks move the needles of the business, but it is the big picture that we fail to see sometimes. Those dresses and lipsticks make it possible to do bigger things like what DVF does for Vital Voices, Tory Burch does with her Tory Burch Foundation, MAC does with MAC Aids Fund, Estee Lauder does for BCA, and Bobbi Brown does for Dress for Success and Broome Street Academy.  Being part of a company that gives back is so meaningful and makes this job far more fulfilling and rewarding.

Seeing the world:  When you work in PR, you often get to travel. When I stared my job at DVF, I didn’t even have a passport. Cut to 10 years later where I have visited more than 12 countries—never mind all the domestic travel I have done.  Being able to see the world and be exposed to different cultures is something everyone should do, but as publicists, it opens your minds and helps spawn creativity and new ways of thinking.

I get to “play” with makeup and skincare:  Now, what girl wouldn’t think that was fun? But I put “play” in quotation marks for a reason. Yes, we have fun and do actually play and apply makeup, but we also get to study it in various ways. There is the science behind making cosmetics and skincare, which taps into my inner nerd. I can talk about waxes, butters, vitamins, lipids, and extracts all day long—but we also learn so much about the psychology behind beauty, consumer behavior, purchasing behavior, marketing, cost of goods, the retail experience, etc. There is so much more that goes into beauty than just playing with makeup—and PR teams get to touch all departments and learn about the business holistically.

But since we are talking about makeup, let’s face it, the “free” makeup and in-house manicurist is nice, too! After all, I am a beauty publicist…

See all the things you have to look forward to when working in PR?  If you already do, what are you thankful for? Tweet me at @ThePRCloset—and have a Happy Thanksgiving!

A Day In The Life Of #PublicRelations [INFOGRAPHIC]