Nearly a decade ago, I had an internship that would shape the trajectory of my career in unimaginable ways. As a social media intern at the World Affairs Council – Cincinnati and Northern Kentucky, I walked in with eagerness and a hunger to learn.
Little did I know, the people I met, the opportunities I seized, and yes, the mistakes I made during that internship would lay the foundation of my journey as a public relations professional today.
Even better? In every role since then, l’ve been able to offer internship opportunities to students who were bursting with new ideas and a willingness to dive into the deep end headfirst.
Media analyst internship at CareSource
At CareSource, I’m looking for someone to join the team this summer as a media analyst intern. Here’s what this opportunity entails:
Research & Profile Enhancement: Gather data to elevate our company’s presence among targeted audiences.
Media Monitoring: Track and compile coverage data for insightful reports.
Online Newsroom Management: Ensure our online newsroom remains current and impactful.
Social Listening: Utilize tools to gauge trends and audience sentiments.
The internship highlights a unique opportunity to spearhead a six-week media intelligence project. The intern will delve into innovative strategies for engaging new media audiences and devising effective listening approaches for emerging markets.
Engaging in media relations activities, like collaborating with community-based organizations, will add hands-on experience.
Engagement and growth at CareSource
The intern will collaborate cross-functionally with teams such as digital engagement and employee engagement. Weekly 1:1 sessions with me to help shape their development and career objectives. Exposure to diverse leadership styles across various departments enriches their learning experience.
My personal internship experience wasn’t just a steppingstone; it was the cornerstone that shaped my passion and dedication to the field of public relations. I’m grateful to have the opportunity at CareSource to create experiences that challenge, inspire, and mold students into the professionals they aspire to be.
If you’d like to spend your summer making a difference, apply here.
Greater Cincinnati World Affairs Council staff and board members at lunch with interns taken with my trusty 2009 BlackBerry Curve.
I love my home. It’s a front-to-back split level built in 1960 with a sharply sloping roofline for a satisfying dramatic flair. However, the realities of owning a home built 63 years ago can be painful. From regular maintenance to cosmetic updates, our to do list is never ending.
I approach our home renovations the same way I approach a solid communications strategy in my role as a media relations specialist at CareSource. You must have a clear focus on planning, adapting and balance for both.
1. Who is my audience? Tailoring to homeowners’ tastes.
Similar to how I’ve learned to understand my family’s preferences and needs when renovating my 1960s home, I apply the same principle in communications. I consider the demographics, interests, and communication habits of my target audience, just as I consider the style, comfort, and functionality that suit my household.
2. What are my objectives? Blueprinting my renovation goals.
Much like I have specific objectives in mind when renovating my vintage house, I set clear goals for my communications strategy. Do I want to increase brand awareness, drive traffic, or enhance customer satisfaction? Clearly outlining my objectives provides the foundation for my communication blueprint.
3. What is my message? Choosing the right color palette.
Selecting the right color palette sets the tone for my home’s interior, just as crafting a compelling message is paramount in communications. What is the core message I want to convey? Is it a call to action, an introduction to a new product, or an informative piece? This message serves as the guiding principle for all my communication efforts.
4. Where does my audience consume information? Selecting the right materials
In home improvement, choosing the right materials and finishes ensures a cohesive and appealing look. Similarly, I understand where my audience gathers information is crucial in communications. Do they frequent social media, read industry journals, or prefer face-to-face interactions? Knowing this helps me select the most relevant channels for reaching them.
5. What resources are available? Budgeting my communication plan.
Just as I allocate a budget for home improvements, I consider the resources at my disposal for my communications strategy. This includes financial resources, time constraints and the availability of skilled team members. Adapting my strategy within these constraints ensures a realistic and achievable plan.
6. What are my competitors doing? Surveying the neighborhood.
Much like I observe neighboring homes for renovation ideas, I also research competitors in my industry. What tactics are they employing, and how successful are they? This information helps me identify gaps or opportunities in my own communications strategy.
7. How will I measure success? Evaluating my renovations’ impact.
As a homeowner, I gauge the success of a home improvement project by the enhanced functionality and aesthetic appeal. Similarly, establishing key performance indicators (KPIs) is crucial in communications. Am I tracking website traffic, engagement metrics, or customer satisfaction scores? Defining success metrics allows me to fine-tune my approach.
8. How will I adapt and evolve? Navigating future renovations.
Just as my home needs to adapt to changing needs and styles over time, my communications strategy is not set in stone. I regularly revisit and adapt my strategy based on feedback and changing circumstances, ensuring continued effectiveness.
Asking all eight of these critical questions, we can build communications that resonates and a house we can call truly call home.
Imagine that you are a public relations professional working for a pharmaceutical company that has developed a new medication. Your task is to write a press release announcing the launch of the medication and generating interest among journalists and potential customers.
You decide to use an AI language model to assist you in drafting the press release. You feed in all the relevant information about the medication, such as its benefits and potential side effects, and let the AI do its job. The result is a press release that’s informative and accurate, but it’s also very technical and difficult to understand for the average person. You realize that if the press release is too technical, it might not generate enough interest among journalists and potential customers. You decide to simplify the language and emphasize the positive aspects of the medication while downplaying the potential side effects.
However, as you review the press release, you begin to worry about the ethical implications of your actions. You know that simplifying the language might mislead potential customers about the medication’s true benefits and risks, and you don’t want to damage the reputation of your company.
You decide to take a step back and consider the ethical implications of the press release. You ask yourself: Is the language accurate and truthful? Does it align with our company’s values and mission? Will it benefit our target audience, or will it harm them?
After careful consideration, you decide to edit the press release to include more detailed information about the potential side effects of the medication. You also decide to include warnings about who should not take the medication and under what circumstances.
In the end, your press release generates interest among journalists and potential customers while also accurately representing the medication’s benefits and potential risks. By taking an ethical approach, you not only achieve your goals but also build trust with your target audience, which is essential for long-term success in the public relations industry.
Balancing buzz and accuracy
As a public relations professional, it’s important to stay up-to-date with the latest technological advancements, including the rise of artificial intelligence (AI) language models. But with great power comes great responsibility, and it’s crucial that we consider the ethical implications of using AI in our industry.
First, let’s talk about the benefits. AI language models have the potential to revolutionize the way we write and communicate with our target audiences. They can help us automate mundane tasks such as drafting press releases, social media posts, and even email correspondence. This can save us time and allow us to focus on more important tasks, such as strategy development and relationship building.
But here’s the catch: AI language models aren’t perfect. They’re only as good as the data they’re trained on, and they can’t always account for cultural nuances or context. This means that relying solely on AI to write our communications could lead to inaccuracies or misinterpretations, and even worse, potentially offensive or harmful content.
Let’s say, for example, that we’re trying to write a press release for a new product launch. We feed all the relevant information into an AI language model and let it do its thing. The result? A press release that’s factually correct but lacks the human touch. It doesn’t convey the excitement or passion that we want our target audience to feel, and it may even use language that’s too technical or confusing for the average person to understand.
On the other hand, if we try to infuse too much personality into our AI-generated communications, we risk coming across as insincere or inauthentic. It’s a delicate balance, and one that requires careful consideration and human oversight.
So, what can we do to ensure that our use of AI language models is ethical and effective? Here are a few tips:
Don’t rely solely on AI. While AI can be a powerful tool, it shouldn’t replace human intuition and creativity. Use AI as a starting point, but be sure to review and edit the content to ensure that it’s accurate, appropriate, and engaging.
Consider the cultural and social context. AI language models are only as good as the data they’re trained on, so it’s important to consider the cultural and social context in which the content will be received. This means taking into account factors such as language, tone, and even political and social issues.
Be transparent about your use of AI. If you’re using AI to write communications, be transparent about it. Let your target audience know that the content was generated with the help of AI and assure them that it was reviewed by a human to ensure accuracy and appropriateness.
Monitor and adjust. AI language models are constantly evolving, so it’s important to monitor their performance and adjust them as necessary. This means regularly reviewing and updating the data sets and algorithms that power the models to ensure that they’re as accurate and effective as possible.
Now, let’s talk about the elephant in the room: the fear that AI will eventually replace human jobs. As AI language models become more sophisticated, it’s natural to wonder if they’ll eventually replace human writers and communicators altogether.
But here’s the thing: AI can’t replicate human intuition and creativity. It can’t replace the ability to think critically and strategically, to empathize with others, and to understand the nuances of human communication. These are skills that only humans possess, and they’re essential for success in the public relations industry.
The rise of AI language models presents both opportunities and challenges for the public relations industry. As PR professionals, it’s up to us to use this technology in an ethical and effective way that benefits both our clients and their target audiences.
We must remember that AI is not a replacement for human intuition and creativity, but rather a tool that can help us work more efficiently and effectively. By combining the power of AI with our own expertise and experience, we can create communications that are accurate, appropriate, and engaging.
At the same time, we must also be mindful of the potential ethical implications of using AI in our industry. We must consider the cultural and social context in which our communications will be received, and we must be transparent about our use of AI to ensure that our audiences understand and trust the content that we create.
Finally, we must also remember that AI is not a threat to human jobs, but rather a complementary tool that can help us work more effectively. As long as we continue to develop our own skills and expertise, there will always be a place for human writers and communicators in the public relations industry.
So, let’s embrace the power of AI language models while also remaining mindful of the ethical implications. By doing so, we can create communications that are both effective and ethical, and that help us achieve our clients’ goals while also building trust with their audiences.
Public affairs and media relations are two distinct but complementary disciplines that are essential for any successful communications strategy. They may seem similar, but they serve different purposes, and each requires a unique set of skills and strategies to function effectively.
To better understand the differences between public affairs and media relations, consider them as two different gears in a car’s transmission. Just as the clutch engages with the engine to transfer power to the wheels, public affairs engages with the government and community to advance an organization’s goals and protect its reputation. Similarly, media relations, like the gearbox, allows the car to move at different speeds and on different terrains by building relationships with journalists and the media to gain positive news coverage and manage crisis communications.
While both disciplines involve building relationships with key stakeholders and require an understanding of the broader context in which an organization operates, they have different target audiences and goals. Public affairs focuses on government officials, policymakers, and the general public to shape laws, regulations, and policies, while media relations is focused on journalists and the news media to gain positive news coverage.
The success of each discipline is also measured differently. Public affairs success is often measured by changes in laws or regulations, or by increased public awareness and support. In contrast, media relations success is often measured by positive news coverage, increased media mentions, or improved relationships with key journalists and editors.
By combining these two distinct gears in a car’s transmission, organizations can develop a comprehensive communications plan that addresses both public and media concerns and helps them to advance their goals and objectives. Just as the clutch and gearbox must work together smoothly and at the right time to ensure the car moves forward, public affairs and media relations must work together to ensure an organization’s communications strategy is effective and efficient.
When it comes to public relations, two of the most common tools used by professionals are press releases and media advisories. Both serve a similar purpose, which is to inform the media about an event, announcement, or development related to a company, organization or individual. However, there are some key differences between the two that are worth noting. In this blog post, we’ll explore the similarities and differences between press releases and media advisories, using the analogy of a full-course meal versus an appetizer.
Think of a press release as a full-course meal, with all the necessary ingredients, flavors and textures to make a satisfying and complete dish. It’s like a well-prepared dish that takes time and effort to create, with all the right components carefully selected and blended to create a memorable experience. Just as a meal can be enjoyed by a group of people with different tastes and preferences, a press release is designed to appeal to a broad audience of media professionals, including reporters, editors, and producers.
A press release is a formal document that includes all the key details related to the announcement, such as who, what, when, where, why and how. It is typically longer than a media advisory, often ranging from 300 to 800 words, depending on the complexity of the announcement. Press releases are often used to announce product launches, corporate events, executive appointments, and other significant developments related to a business or organization. They also often include quotes from company representatives, statistics, and other relevant information to add depth and context to the story.
In contrast, a media advisory is more like an appetizer or a sampler platter. It’s a smaller, bite-sized portion of the full meal, designed to give the media a taste of what’s to come. It’s like a teaser that piques the interest of the media and invites them to attend the event or cover the story in more detail later on. Just as an appetizer can be used to whet the appetite and set the stage for the main course, a media advisory is designed to provide just enough information to generate interest and create buzz.
A media advisory is a shorter, more concise document than a press release and typically includes only the most essential information, such as the date, time, location, and purpose of the event. It is often used to invite reporters to attend press conferences, media briefings and other events where company representatives will be available to answer questions. Media advisories are usually shorter than press releases, often ranging from 50 to 150 words, and are designed to be easy to read and quickly convey the most important information.
Despite their differences, press releases and media advisories share some commonalities. Both are designed to communicate news and information to the media and are a critical component of a successful public relations strategy. Both also require careful consideration of the target audience, the message being conveyed and the tone and style of the communication.
In conclusion, press releases and media advisories are both important tools for public relations professionals. While they serve a similar purpose, they have different formats and are used for different types of announcements. Understanding the differences between the two can help PR professionals determine which tool is most appropriate for a particular situation and help them to communicate their message effectively to the media, just as a skilled chef knows when to serve a full-course meal versus an appetizer to create a memorable dining experience.
Meeting with a reporter for the first time can be intimidating. What if they are just digging for the next big scoop? What if you say something they can take out of context? While most reporters don’t have a malicious intent when interviewing, it’s best to do your homework and prepare for your big interview. Here are six things you need to know to ensure you represent your company well and lay the foundation for a positive relationship with your media contact.
1. Know your reporter.
To clarify, this doesn’t mean stalking them online. You don’t need to know how many kids they have or where they’re originally from. If anything, those questions can come up naturally in conversation when you meet. What you do need to know in advance is what topics they cover, their reporting style, if anyone in your network has a relationship with them already and their preferred method of communication. Reporters can get hundreds of emails a day with story pitches, internal communications, or updates on ongoing stories. They don’t have time to respond to your email asking what they cover when their topics are listed in their bio on their news outlet website. Read or watch news pieces they have already created, talk to people in your network that have worked with them before, do everything you can to make it as easy as possible for the reporter to say yes to a meeting or interview.
2. Know your topic.
As a representative of your organization, you may not always be the subject matter expert in the same way your company’s engineers or case managers are, but that doesn’t mean you get a pass for not knowing about your topic. A major goal of media relations is to build public awareness and thought leadership so you need to be prepared to answer as many questions as possible about what your company does and why it’s important to the reporter’s readers. Don’t ever guess at numbers or statistics. If you do get to a point where you don’t know something, write that questions down and say you’ll get back to them right away with a firm answer. Misinformation is more dangerous to your company’s reputation than your momentary lapse in knowledge and a good reporter will respect that you want their piece to be as accurate as possible.
3. Know the reporter’s goals.
No, they won’t give you the questions beforehand. No, they won’t let you edit the piece before it’s published. A reporter has committed to communicating information that affects their readers lives and informs them about their world. They have not committed to promoting your new product, showing how innovative your business is or asking people to attend your event even though those may be your goals. Look for new opportunities where your goals intersect with the reporter’s and be respectful of how they view their profession.
TIP: If you’re really that concerned about editorial control or if you’re not getting the coverage you need, consider paying for a sponsored article in your local paper. A form of Native Advertising, sponsored content is designed to blend in with editorial content.
4. Know what a reporter needs.
If you’re speaking to a reporter from a TV station, they will need extra footage to intercut with the main interview. Called B-Roll, this could be shots of walking through the building, interacting with clients, machines in motion or even signing papers at your desk. If you’re speaking with a print reporter, they will need high-resolution images of your subject matter for publication and caption suggestions. All reporters will need a fact sheet on your organization and initiative with brief summary points, statistics, and contact information. Most companies wrap this up into a single media kit for reporters to access online, but always ask what else you can provide the reporter to support their story. Positioning yourself as a helper and resource will help build a positive relationship with the reporter.
5. Know how to be interviewed.
First and foremost, take deep breaths and relax. Any tension in your shoulders and voice can affect your reporter’s impression and the tone of the final story so you want to make every effort to practice being patient and approachable. In addition to understanding your message, the reporter is looking for bite-sized quotable moments so take your time to gather your thoughts before you reply. Practice active listening techniques to ensure you understand where the reporter is leading the conversation and always keep your cool when they ask potentially sensitive questions. Be firm and polite when responding to potentially explosive topics and remember that explaining why you won’t give a comment on something is still a comment.
6. Know the best ways to follow up.
When was the last time you received a handwritten thank you card for doing your job? Or even a quick Tweet telling you how your work helped someone else? Doing simple follow-ups to show your appreciation for the reporter’s time will help you stand out in a massive herd of people clamoring for attention. And no, that is not the time for another pitch or request. Even if it gets you no additional coverage or another positive meeting, you’ll have the satisfaction of knowing you’re making a busy and hectic world a little bit brighter place.
