PR Profile of College Students–by College Students

Ever wonder what motivates current college students? What their values are, how they get their news, who their influencers are?

For an answer, just ask a college student–or a classroom full of college students. That’s what I did with my PR Campaigns class at Chapman University. I asked them to write a one page profile of the typical university student. The answers were surprisingly candid, intelligent, and observant.

Samples:

“University students are eager to try out new things, although they easily endorse or dismiss them. The majority use social media and internet services through complex electronic gadgets (iPods, laptops, etc) as a method to obtain necessary information. Newspapers are very rarely read. Pop icons are often considered influentials.”

“Students use media primarily for their social life. Be it Twitter, Facebook, Tumblr, Google+, etc, they tend to be early adaptors to new forms of social media, and use it often. they keep in contact with friends and keep everyone up to date on every aspect of their lives. Students get their information online, with newspapers not as popular anymore. They are most interested in instant communications.”

“Students are motivated, intelligent, and diverse individuals who share the common goal of success…students are influenced by the media, politics, television, trends, celebrities, peers, professors–anyone they find credible.”

“We are on the front line of media use and communication. We have grown up with texting, email, instant messaging and similar technologies that have made our ability to receive and distribute information continuous and instantaneous. Social Media has merely increased this ability to dissect and spread information…Our lifestyle has been inundated with the need to over-share our personal lives and critique the lives of others. Our peers have become an enormous influence with their ability to recommend and share indirectly through social media. Students get their news and information from the internet.”

“Students are in general a very tolerant and open-minded group of individuals…they are extremely media savvy. They use Facebook and Twitter excessively, posting status updates, events and surveys online.”

“Students love expressing their thoughts, opinions, and the details of their lives…they are extremely active, over-involved multi-taskers who hold very high expectations of themselves. They expect the best, sometimes to the point where it is almost idealistic. They know what they want, and they expect to get it.”

“The lifestyle of this generation revolves largely round meeting with friends, dining out, occasionally forwarding professional goals, music, maintaining physical appearances, meeting new people, going to the beach, shopping, alcohol, lack of sleep due to finding time for academics somewhere in the middle of everything, and finally, Starbucks. Anything that can make this generation appear happier, healthier, and well-liked is definitely within their sphere of interest, and the least amount of work they have to attain these goals, the better.”

I’d offer a summary of the profiles, but I’ve got to go send a tweet to my students with next week’s assignment!

 

Thanks for reading! More PR and writing tips coming soon.

Christopher Trela / ArtsPR

Adjunct Professor of PR, Chapman University

Eight Essential Books This Writer Has On His Desk

What books do you have on your desk?

I know, books are old school when compared to the instant (and sometimes inaccurate) knowledge the internet provides. And yet, there are a few books that I, as a writer, cannot live without–books that demand to be permanent fixtures on my desk, mainly because I refer to them regularly to ensure my writing is as good as can be.

Those books are:

1. The Elements of Style, by Strunk and White: When I was a budding writer, I used to read this essential writing guide frequently, from cover to cover, hoping to have it seep into my brain and in doing so make me a better writer. I actually think I succeeded, but I keep rereading it anyway just to be sure.

2. The Associated Press Stylebook: The final word on rules for writers. Every writer, especially journalists and PR professionals, needs this book.

3. On Writing Well by William Zinsser: The classic guide to writing nonfiction. If you are a journalist and don’t own this book–buy it, read it, do it.

4. Writing with Style–Conversations on the Art of Writing by John R. Trimble: Another style book, laced with humor and packed with practical advice for writers. One of my favorite chapters is Chapter 10: The Art of Revising. Here it is in its entirety:

Interviewer: How much rewriting do you do?

Hemingway: It depends. I rewrote the ending of Farewell to Arms, the last page of it, 39 times before I was satisfied.

Interviewer: Was thee some technical problem there? What was it that stumped you?

Hemingway: Getting the words right.

5. Writers on Writing: A fun book that, once picked up, is difficult to put down. More than 350 pages of witty quotes from writers through the centuries. Sample: “The difference between journalism and literature is that journalism is unreadable and literature is not read.” – Oscar Wilde

6. The Quotable Walt Disney: Why a book on the man who made millions from a cartoon mouse? Because his quotes are entertaining, enlightening and even inspiring. Sample: “I can never stand still. I must explore and experiment. I am never satisfied with my work. I resent the limitations of my own imagination.” And…”The way to get started is to quit talking and begin doing.”

7 & 8. The Elements of Editing / The Elements of Grammar: I use these two books less frequently, but they still provide words of wisdom to writers of all skill levels.

Those books are all at arms length on my desk, ready to be opened and perused, and used.

What books are on your desk?

Thanks for reading! More PR and writing tips coming soon.

Christopher Trela / ArtsPR

Adjunct Professor of PR, Chapman University

10 Ways to Get a Reporter’s Attention

What do journalists want?

That’s the question PR practitioners always ask when sending info to the media. The answer, of course, can vary. However, there are some common denominators that can help ensure your press release gets read, and used, by the media.

As a frequent guest on media panels, I am often asked by PR pros for tips on getting media coverage. So, several years ago, I asked some fellow reporters/writers for advice I could pass along to PR reps. After collecting the answers,  I molded them into a list I call…

Trela’s Top 10 List for Getting a Reporter’s Attention.

1. Anything that makes my job easier is great, anything
   that wastes my time isn’t.
2. I love email
3. The subject line is there for a reason—use it wisely.
4. I love inverted pyramids.
5. I love quotes in a press release.
6. Make sure your information is correct.
7. Email followup—good. Phone calls—not so good.
8. Learn what I write about, and pitch to that—although
   I’m always looking for something new.
9. Be patient
10. Be fun

Seems so simple, and it is. Reporters are incedibly busy people, and they barely have enough time to write their assigned articles, much less respond to PR requests for coverage. However, PR reps can increase the chances for coverage if you follow those 10 simple tips.

Thanks for reading! More PR and writing tips coming soon.

Christopher Trela / ArtsPR

Adjunct Professor of PR, Chapman University

The Good, the Bad, and the Ugly Press Releases

One of my favorite topics (and one I’ve covered in this blog before) is how to write – and how not to write – a press release.  During a recent mixer hosted by the Orange County chapter of PRSA, I had an interesting conversation with a journalist-turned-PR guy (which I can relate to) about press releases we’ve received as journalists. Good ones, bad ones, and ugly ones. Ones that stand as shining examples of how to craft a press release for maximum effect, and ones that stand out as shining examples of how NOT to craft a press release (the latter I keep and use as examples to show my PR students and interns what not to do).

While swapping stories, we realized most of the bad releases had a few errors in common:

• No contact info.
• No date/wrong date of an event.
• Headlines lacking appropriate information on the contents that follow.
• Opening paragraphs so long you need a map to find your way through them.
• Key info buried at the end of the release.
• Poor grammar, punctuation and spelling.

Correcting any of those errors is easy–unless you don’t realize you’re making them. That’s why it’s always good to have a second set of eyes read your release.

When emailing a press release, you only have a few seconds to capture a journalist’s attention. Four things you can do that will increase the chances of your press release being used:

• Subject line with Who, What, When and Where (do NOT simply write “Press Release” as the subject).
• Headlines that summarize the press release.
• Opening paragraph (or maybe two if they’re short one) that has all the key info a journalist needs (they can read the rest of the release later).
• A simple, easy to read (and look at) release that won’t make a journalist’s eyes glaze over.

Unless you want your press release to be another example for my students, make sure what you’re sending out is worth sending at all.

Thanks for reading! More PR and writing tips coming soon.

Christopher Trela / ArtsPR

Adjunct Professor of PR, Chapman University

Five Tips for Sending Photos via Email

Photos come in all shapes and sizes, which can pose a problem when sending or receiving photos via email.

As a journalist, I’m always amused when I request a photo from someone and they send me an image that’s barely usable for internet use, let alone print publications. Well, maybe amused is the wrong word. How about bewildered?

Other images I get include huge files that need to be edited, images that are too dark and require photoshop work, or images that just don’t show the subject in the best light (in more ways than one).  I don’t mind cropping or editing a photo, but the less time I spend fixing a photo, the more time I’ll have to write my article.

As a publicist, when I send photos to journalists, I try to make sure the photos suit their needs as perfectly as possible, and that they’re easy to open. I have five tips to help do this:

1. Send one image at a time (unless the reporter says they can handle more). Some reporters may have size limits on their email accounts that prohibit them from receiving attachments over 10 mb, and multiple attached images can sometimes automatically be crammed into a zip file, which may not appeal to some journalists.

2. Provide a caption if the photo cries out for one–particularly if people are in the photo.

3. Make your photo 1 to 3 mb/300 dpi in size. This covers most print needs, and they can easily be cut down for internet use, which is generally 72 dpi.

4. Increase the chances of the photo being used by providing clear, interesting images that capture attention.

5. If you’re in doubt about the best method of sending a particular reporter your images, ask them! They’ll be glad you did, and might even be more inclined to use your photos if you give them what they need.

One other suggestion: if you’re sending photos on a regular basis, either get an online newsroom (at ArtsPR, we use PitchEngine, which allows for downloadable photos and releases for my various clients), or use a photo storage website. It makes journalists’ jobs so much easier when they can simply click a link and have an array of photos at their disposal.

Feel free to send me comments or other tips, and I’ll include them in future posts.

Thanks for reading! More PR and writing tips coming soon.

Christopher Trela / ArtsPR

Adjunct Professor of PR, Chapman University

Good Writers Don’t Need Proof–or Do They?

I just had one of my assistants proof an article for me. He caught 10 errors. Minor ones (missing comma, etc), yet still errors. How did I miss these obvious oversights?

As a writer, I try to correct errors as I go, but sometimes I let the words flow out as needed and go back later to make corrections. Sometimes later never comes, or I hastily edit my writing under deadline. That’s why I like having a second pair of eyes reviewing my work.

However, when I’m under deadline and need to send out a press release or an article, I use a method I learned years ago when I was starting out in journalism. One of the older reporters (I think he was a sports writer) used to print out his article and then walk up and down the hallways of the newspaper office, reading his article aloud to himself. At the time, I thought it was an odd thing to do, but now I get it. Whenever I read a press release or article aloud – either to myself or to someone else – I always catch errors, or phrases I want to change.

I’m also amazed at how many last minute errors I catch while my finger hovers over the SEND button. I always review my press releases one last time just before I send them, double and triple checking dates, times, etc. I don’t catch errors every time, but enough that I’m always glad when I do that final read through.

The more I proof, the more proof I have that I’m a good writer.

Thanks for reading! More PR and writing tips coming soon.

Christopher Trela / ArtsPR

 Adjunct Professor of PR, Chapman University 

Three PR Pet Peeves

I’ve been a journalist for 20+ years, and a PR pro for more than 15 years. As a journalist, I know what I want from PR folks. As a PR guy, I know what journalists want.

That’s why I cringe when I receive press releases via email from reputable sources that make my Pet Peeve meter hit the danger zone. Does the sender know they’re a finger tap away from the delete key? An email from a PR person should make me take notice, not make me take leave.

I’ve talked to a lot of journalists and editors, and they all tell me the same thing: they read their emails with one finger hovering on the delete key. You have about 2 seconds – maybe less – to grab their attention. If you can’t do that in the subject line, your press elese will never be read.

So what triggers my delete finger?

1) A subject line that contains the words PRESS RELEASE. I know you’re sending me a press release. Give me the details in the subject line. I store my emails, and if I have to go back and wade through dozens of emails that scream PRESS RELEASE, I’ll never find your info.

2) Not putting your press release in the body of the email. Don’t make me download a press release–I don’t have time, especially if your attachment is a large file. And why is it a large file? Because your logo is one megabite and you didn’t bother to resize for your press release.

3) Not making your press release easy to read. I get countless press releases with an opening paragraph so dense and confusing that I need a road map to find my to the end. Make it easy on my eyes and give me short paragraphs with easy to digest chunks of information. You’re not writing a thesis, but I’m writing an article–or might want to if you give me what I need, how I need it.

 

Thanks for reading! More PR and writing tips coming soon.

Christopher Trela / ArtsPR

Adjunct Professor of PR, Chapman University 

Avoid Cliches Like the Plague

Writing with style means being creative and taking chances with form and prose. Let originality be your guide.

This means avoiding cliches like the plague, which some writers use at the drop of a hat.  You may think I have an ax to grind, or maybe have a chip on my shoulders, but let’s cut to the chase: cliches are a dime a dozen and not worth the paper they’re printed on.

Fortunately, most writers are not that liberal in their use of cliches, but I frequently hear cliches used by newscasters, particularly on the radio. A popular cliche: out of the woods, as in “we’re not out of the woods yet, but we can see the light at the end of the tunnel.” Yes, that phrase conveys a certain universal meaning and is an easy way to state an opinion or summarize a situation, but repeatedly using such phrases underscores a lack of originality.

Avoiding cliches is difficult, but in doing so our creativity soars.

And just for fun, here’s a website I came across called ClicheSite that lists hundreds of cliches. You’ll probably find other sites full of cliches–in more ways than one!

Thanks for reading! More PR and writing tips coming soon.

Christopher Trela / ArtsPR

 Adjunct Professor of PR, Chapman University    

Writing for PR: Death to – among other things – the em dash

I got my first PR job because I knew how to write, not because I knew PR (although having some basic PR skills did help). However, knowing how to craft a compelling story was key to my early PR success.  After all, isn’t that what the media wants–a good story?

Good stories come in all shapes and sizes. Sometimes they’re obvious, sometimes not so apparent. A PR person needs to think like a journalist, which may be why so many journalists are jumping ship and becoming publicists. Of course, that also has to do with the state of the media these days and the dwindling opportunities for journalists, but that’s a topic for another time.

Good stories also have good spelling, good grammar, and good punctuation. Nothing worse than reading an article full of typos and bad punctuation. And speaking of punctuation (smooth segue, right?), I recently read an article on one of my favorite topics: em dashes.

I like a well-placed dash every now and then, but too often I see it overused so that it loses any significance and power. It’s like a 50 yard dash reduced to a slow jog.

I receive a lot of press releases, and certain organizations seem to delight in over-using the em dash on a regular basis. One in particular is infamous (at least in my office) for the most dashes in one paragraph of any press release I’ve ever seen–and I’ve seen a lot!

In recently came across a wonderful article on the Slate website that made a terrific and fun case against the em dash. Read it and see if you agree.

Sorry, gotta dash–see you soon!

Thanks for reading! More PR and writing tips coming soon.

Christopher Trela / ArtsPR

 Adjunct Professor of PR, Chapman University