As a PR professional, I was a bit annoyed. I’ve participated in numerous webinars – including the one with Pogue that seemed to have spurred this controversial article – that have featured tips for those of us in PR. Many are the same: Don’t follow up; if we’re interested, we will call you; include a brief pitch concisely describing your news release; always use email; be familiar with the reporter and their beat, etc. While it’s helpful, I can’t really see how Pogue offering advice – paid or unpaid – on what news he likes to get and how he likes to receive it as providing “insider” trading tips that would taint the reputation of the New York Times.

Regardless of what Pogue might have divulged, I highly doubt that the hundreds or thousands of participants in said webinar actually convinced him to write a story about their client with said tips. Because no matter how convincing a pitch or creative a press release – or how many “useful” professional webinars you participate in – the journalist can easily delete your email and avoid your phone call. For the most part, they have full discretion in terms of what they write. On a personal note, even if I have a relationship with a reporter, that doesn’t mean that I have any more “influence” in getting them to write a story. It might help them read it or offer me a suggestion or two (which is good to do from time to time), but it certainly doesn’t mean that I have enough influence to get a story written.

(I wish it were that easy!)

I get that one of the main points of contention with Pogue participating in PR events is that he was compensated; however, this discussion brings up a bigger issue of the relationship between the media and public relations professionals.

It’s these kinds of situations that occur within the realm of PR that get people confused about what we do. First off, we don’t have the kind of “influence” that most people seem to think we have. And, most of us don’t really do that “spin” thing, either. What we do is creatively package a news story and accompanying pitch in order to grab a journalist’s attention. We do research up front to make sure that our client’s story is reaching the most appropriate reporter, and ultimately, the most appropriate audience. And we follow trends that we may be able to leverage for a client. It’s our job to educate the public about our client’s news, and in order for us to do that, it’s sort of imperative that journalists educate us about how best to communicate with them so that our client’s goal becomes a reality.

But, the bottom line is that journalists can’t live without PR professionals, and PR can’t live without journalists. It’s a weird and sometimes contentious relationship really, but most certainly not a “cozy” one. Ask any PR professional if they’ve ever been yelled at by a reporter, and I guarantee that nine folks out of 10 have. However iffy the relations are between PR pros and journalists, it is a mutually beneficial one.

For example, journalists call us to see if we have any story ideas on slow news days or send us requests when they are looking for clients or people we may know who may be a fit for something they are work on – and we try to help as best we can. That doesn’t mean that they owe us one, but we want to be helpful to build on that relationship. That’s why it’s called media relations.

And on a local level, our local Public Relations Society of America (PRSA) chapter and Baltimore PR Council are constantly hosting events with local media to help us better understand the content they are looking for and how they want to receive it. People might leave the event and email the reporter or editor, but that connection may or may not lead to a placement.

With the media constantly evolving and reporters changing beats every couple of months, it’s important for journalists to educate us to make sure we know what kind of news they want, via the means they want to receive it. At the end of the day, it’s for everyone’s benefit that will all learn how to work together. The equation is simple:

Informed PR people = Better pitches = Intrigued reporters = Awesome stories = Happy viewers/readers/subscribers + Happy clients + Happy news editors

Oprah had so much power that if you were able to get a product or a story on her show – which millions tuned into each day – it was like PR gold, more than the Today Show or New York Times multiplied times five. But, in actuality, you probably had a better chance of winning the lottery than landing a segment on the popular show. Regardless, Oprah was usually on everyone’s pitch list, depending on the topic of course. Although, I’m sure that a few million misguided pitches came to her producers daily.

With my heartwarming pitch (one of the first green schools in Baltimore), I was sure that I would hook her producers. And I did. I still remember the producer’s name; I spoke with her every couple of weeks as I tried to pull her along through the process of fleshing out the story. Eventually, the pitch petered out as these things sometimes do, completely breaking my heart. That memory of attempting to get a client on Oprah will forever stay in my mind, but now, that goal for me and other PR folks around the country has come to a close.

So, Oprah, it’s been fun trying to pitch you. You had a great run. But your final show feels like just another sign that the times have changed for public relations. Rather than striving for that one piece of PR gold, our efforts are more focused now on scooping up many smaller gems – whether they are via the traditional media that still remain or the newer blogs and social media that are permeating our lives – all of which work together to reach an audience en masse. We’ll also watch to see if another media outlet emerges (the Wall Street Journal’s still a pretty high contender) to take Oprah’s reign as the most coveted outlet for PR professionals.

If you’re in PR, do you have a story to share about trying to pitch her show – be it success or an example of PR persistence at its best?

While yes, it’s true, to be in public relations, you have to have a certain kind of personality. You must be well spoken, be able to convince your potential employer that you can sell a story to the toughest reporter in 30-seconds, and learn a series of clients in a myriad of industries in a matter of weeks. So if you tell me you’re a multitasker, I’m listening. But, if you tell me you’re a people person, you’ve lost me.

Just because the word “public” is part of our industry, doesn’t mean that being a people person is the selling point for your potential employer. We are communicators who must disseminate clear messages concisely and to the right “publics” or audiences via the most appropriate mediums to reach them. It’s not just about being personable. Granted, this might help you win over a new client in a business meeting. But it’s not going to get you your first PR job.

So dear communications college graduates, other than leaving “I’m a people person” out of your next interview, here are a few tips:

• Proofread your resume carefully. Your chances of securing a job can end the second a potential employer – in any industry – spots a typo.

• PDF your resume. Sadly, I’ve seen too many resumes with track changes. PDF your resume to ensure this doesn’t happen to you.

• Demonstrate your experience concisely. If you take more than five minutes to talk about an experience, your employer may think that’s how long it takes you to get a pitch out. Make sure you’re able to clearly communicate your internship experience or spit out what PR means to you in a concise and timely manner. We’re listening to more than just your answer; we’re seeing how you communicate.

• Research. Make sure you take the time to research your potential employer. This could serve as a nice ice breaker and demonstrates that you did your homework. And you never know if they’ll ask, “Why do you want to work here?” or “What do you like about us?

• Don’t be above a PR internship post graduation. That’s how I got my first job, and it’s sometimes an easy way to secure a full-time position – assuming you do a stellar job and demonstrate results.

Public relations or communications positions can be hard to come by. Most companies are still rebounding from the disasters of the economy, so make sure you take the above tips to heart as you begin your communications career or journey.

Since email is such a big part of our daily lives, I’ve taken some time to compile my five least favorite email habits and offer some suggestions to change these sometimes annoying email ways.

Reply all – I think reply all is sort of a double-edged sword. On one hand, you need to be conservative when hitting reply all. The entire company doesn’t need to know that you can’t make the staff meeting because you have a doctor’s appointment. When considering hitting reply all – ask yourself if everyone needs to know or if you should narrow down the group. On the other hand, if three people are cc-ed on an email, there’s probably a reason, so make sure you copy them all in your response. It’s always good to double check who is in the “to” line before you hit send.

Exclamation points! Try limiting the use of exclamation points to one per email! We are probably more excited when we have news to share, so try to express your excitement (!) in words, rather than relying on one hundred exclamation points!

Thanks. – This abrupt ending is probably the most irritating thing on the list to me. Ending with thanks followed by a period can negate the thankful part, especially for someone who reads into emails. Exclamation points can be just as annoying to some, so maybe just stick with thanks followed by a comma and use it as your closing.

Hello, “no name” – If I get an email, I like for the person to greet ME. It only takes a few seconds to write out someone’s name after “Hello” or “Good morning,” so take the extra time and greet people properly in an email. And make sure you spell the person’s name correctly. I can’t tell you how many times I’m referred to as “Kelly.”

The never ending email that could have been a few sentences, but instead, rambles on with no end in sight – Avoid run on sentences and try to explain yourself with as few words as possible, while making sure that what you are asking for is clear. If the ask is too confusing or your email is too long, pick up the phone. I know, we rarely use the phone anymore, but sometimes it’s a lot easier to make a call than to try and cram 10 things in an email.

Email has become the preferred and most used means of communication in today’s business world, which is all the more reason why it’s essential to make sure that you spend some time on your emails to make sure the greeting and closing are appropriate for the audience, the right people are in the “to” line, and to hit delete and pick up the phone every once and a while.

What’s your biggest email pet peeve?

In honor of the fourth season finale of Mad Men, we’ve compiled a list of our favorite episodes. The ones we’d watch over and again, the ones that hit home and the episodes etched in our minds as the greatest.

Season 1, Episode 12: “Nixon vs. Kennedy”

The office is all a buzz about the election and not shy about celebrating hard core. This episode introduces Duck, and Pete gets a peak into Don’s world after he opens the box his brother Adam sent – making him the first to know that Don Draper is Dick Whitman. Still, Don doesn’t back down to Pete’s implied blackmail. When Pete threatens to tell Cooper, Don announces he is going to tell him. He marches into Cooper’s office, only to say he is hiring Duck. And so begins the unveiling of “Don Draper.”

Season 1, Episode 13: “The Wheel”

Don’s mastery of winning clients comes alive.  It speaks for itself. “In Greek, nostalgia literally means the pain from an old wound.  It’s a twinge in your heart, far more powerful than memory alone. This device isn’t a spaceship; it’s a time machine. It goes backwards and forwards, it takes us to a place where we ache to go again. It’s not called the Wheel. It’s called the Carousel. It lets us travel the way a child travels, around and around and back home again to a place where we know we are loved.”

Season 3, Episode 8: “Souvenir”

There are a lot of things that “make” Mad Men, but chief among them is perhaps the attention to detail.  Peter Campbell was born into privilege and the Mad Men writers always play up that fact.  In a quick, hilarious moment during this episode, the 29-going-on-5-year-old watches cartoons and eats cereal in one of his many sets of pajamas.  It’s a brief, fleeting moment, but one that hammers home Campbell’s upbringing and his spoiled persona.

Season 4, Episode 7: “The Suitcase”

One of the most intense and powerful episodes to date. The show begins with the office buzzing about the Cassius Clay/Sonny Liston boxing rematch, while Peggy and the creative team act out an idea for Samsonite, which Don quickly dismisses as lazy. Meanwhile, Peggy finds herself in the ladies room with a very pregnant Trudy – oh the irony. After a call from California, Don finds himself binging on scotch and takes it out on Peggy, who accuses him of never saying “thank you” to which he replies, “that’s what the money’s for.” Don trusts Peggy, not only as a friend, but as a creative equal. Sort of. He pushes her because he knows he can, and he knows it will produce greatness.

Season 3, Episode 11: “The Gypsy and the Hobo”

A running theme throughout Mad Men is infidelity.  Season 3 started off slowly, but this theme escalated throughout the season and came to a head during Episode 11.  Betty confronts Don after discovering the details about Don’s previous life, metaphorically boxed up and locked up in a drawer – a desk drawer, no less – for no one to find.  What follows brings to life a new side of Don that we haven’t seen before, which is shame and vulnerability.  It’s the Dick Whitman he locked away before reinventing himself as the fearless, charming Don Draper.

Season 4, Episode 1: “Public Relations”

Why we love it: Season 4 opens with Don being interviewed by a reporter from Advertising Age discussing the new agency, Sterling Cooper Draper Pryce. A meeting with Jantzen discusses the taboo topic of two-pieced bikinis, and Peggy plans to stage a publicity stunt surrounding the Sugarberry Ham account. While MGH is part advertising, we have a PR department, so it was nice to see the emergence of another marketing industry enter the playing field. The PR stunt goes slightly awry, but after Peggy and Don argue about it, she simply states that “sales are up.”

While we could go on, we want to hear from you. What’s your favorite episode of Mad Men?

Fellow MGH-ers Seth Lueck, Mike Skandalis, Chrissie Bortner, Melissa Greenberg and Laura Crovo also contributed to this entry.

While we all hate change, it seemed as though the company didn’t consider the possibility of a public backlash. Following the furor, it responded with a brief message on Gap’s Facebook Fan Page, saying the new logo is part of a branding campaign that would roll out in 2011, but the company is open to other thoughts on a redesign. Then, late Monday night, the company said it was doing away with the new logo, with company president Marka Hansen stating that she didn’t realize how much people liked the old one.

Rebranding such a well-known company is not an easy task, and shouldn’t have been taken lightly (didn’t they learn anything from Tropicana?). Here are a few lessons to learn from Gap’s logo redesign PR disaster:

Be prepared – When making such a drastic change, make sure you consider all the situations – like public outcry – that can result, and plan accordingly for each. Creating a situational analysis can be time consuming, but if in place, can save you a lot of time in the end. Additionally, Gap launched its new logo with a surprising lack of fanfare, presumably leading to even more concern and criticism. Be prepared in the beginning to tell people that you’ve made a change, and engage in an open dialogue about why and what it means.

Take a side – When the criticism ensued, the company provided a wishy-washy response – essentially, yes this is our new logo, but we are open to new designs. It left us with more questions than answers. Are you sticking with the new logo? Is this a contest for a new logo? Is this real, or just a PR stunt? If Gap was going to introduce a drastic change like this, the company should have taken a side – either embrace the new design and tell consumers to deal with it; decide immediately to nix the logo; or create a PR opportunity by letting the people redesign the new logo.

Respond – Before addressing the negative reaction to its logo, Gap should have sat back and evaluated the situation and taken a stand one way or another in its response. I will give Gap points for making a decision within a week of introducing its new logo, however the indecisive response it provided prior to its ultimate decision definitely left a sour taste in the mouths of consumers.

Engage – When rebranding a company that has a large group of brand enthusiasts, it’s important to engage with those people who are invested in your brand. For example, Gap has more than 700,000 Facebook fans, but did not introduce the logo on its page. The company quietly unveiled the logo on its website, and watched as thousands of comments were posted on its Facebook page in reaction to the redesign. As stated by Gap president Hansen, they “did not go about this in the right way” and missed the “opportunity to engage with the online community.”

The bottom line is that most of us abhor change, especially when we don’t understand the change and it comes to brands we have had a relationship with for decades and to which we are loyal. And with so many online outlets and social networks for consumers to let their voices be heard, it is so essential to properly plan for negative sentiment and have messaging in place to address it on- and-offline.

I feel fortunate to work at a full-service agency that, for many years, has had a dedicated social media group, which has provided guidance in integrating social media into a public relations strategy. Ever since I got on Twitter two years ago, I would say I’ve become Twitter obsessed. But that’s because I see such a value in what it presented to me as a PR professional. I have spent a lot of time getting my PR friends on Twitter and trying to explain the benefits to them. I think I’ve converted most of them to Twitter, although there may be a few stragglers slow to the mix.

When I talk about Twitter with my marketing/PR friends, I always get asked: What’s the point?

So I decided to pull together a list of the top benefits of Twitter for PR pros – not only as it personally benefits them professionally, but also for clients.

1. Connecting with the media: Almost every media organization and reporter has a Twitter account. As a profession that is still so based on media impressions to prove ROI, why not use a free tool to try and connect with the very people you are pitching? You can see what stories they are working on or maybe they’ll Tweet that they are looking for a source that fits your client. Moreover, their interest may even be piqued by something you Tweet. Either way, Twitter is a unique platform to directly connect with the people you rely on to deliver results.

2. Staying informed: Last week when James Lee stormed into the Discovery Channel headquarters in Silver Spring, Md., Twitter broke the news. I, personally, found out about this crisis via Twitter, several minutes before my breaking news alert arrived from CNN. And, even for stories where Twitter doesn’t break the news, it is often a great place to find up-to-the-minute details. For PR folks, keeping an eye on Twitter can clue us in to a couple of things. First, sometimes it means you need to hold off on contacting the media – when news is breaking, the media is less likely to cover other stories that have nothing to do with the hot news. Second, it also helps you keep up on trending news that may affect you or your client.

3. Engage with your community: If you are on Twitter, you probably know a lot more about what’s going on in your community and your industry. Twitter allows you to easily engage with your peers or even a new potential client, and presents opportunities to connect with people more personally – even if it’s only in 140 characters. You can also share your thoughts, professional insights or client news that can have more reach than ever before. With one re-Tweet, your news can travel far beyond the newspaper.

If you are a PR pro on Twitter, I commend you. And if you have an account, but rarely use it, I hope this entry encourages you to get back on the bandwagon. Just do me one favor, don’t call it “The Twitter.”

The blog entry was referring to an article wondering if crisis PR is dead? Well, I’m here to tell you that it’s not – but it has changed. Crisis PR is alive and well, but social media has extended the reach of a crisis by giving consumers and the public a voice. Now, it’s each company’s responsibility to listen and respond in a proper, timely manner – if necessary.

As detailed in an earlier entry, transparency with any crisis is key. Being honest at the onset of a crisis is imperative, and can help mitigate the crisis. With Tiger Woods for example, had he come out about his scandalous affairs when news first broke, the dozen or so mistresses that emerged over the next several months may have been old news. Sure, they would still have sold their stories to the tabloids or secured spots on “Celebrity Rehab,” but it wouldn’t have been a surprise and our reactions wouldn’t have been “OMG, another one?”

Timing is also important.  With BP, company execs initially didn’t own up to anything and didn’t begin their remorseful PR/ad campaign until well into the crisis. It’s like trying to quickly put out a wild fire that has now taken up thousands of acres. If you don’t respond at the first sign of trouble, then you lose control of the situation.

Social media has changed the reach of a crisis. But the answer is not to address every single complaint or negative comment someone has. Companies need to monitor who and what people are saying and quickly evaluate if a response is necessary, and, if so, develop a response that won’t exacerbate the situation. Each response on Facebook or Twitter is public, so make sure it’s well thought out.

So, no, I firmly believe that crisis PR is not dead. And, just like it’s been for years and years, the strategy has to be implemented at the beginning, not in the middle, or the end when you are explaining yourself in front of Congress.

The company has spent a reported $50 million on its own “We will make it right” advertising campaign to try and salvage its image. In all honesty, any amount of advertising or investment in social media BP does is falling on deaf ears. If you distrust a company, you are not going to listen to them. BP missed opportunities at the beginning of the spill to help its image, and should now focus its efforts on making things right – as it promises in its ads – through actions, not an advertising campaign.

As a PR pro, I’m just going to make a simple suggestion for the company.  What if BP took the money it’s spending on its own advertising and gave it to the states and people who are affected to help get them back on their feet? I’m not a reporter, but I’d bet that would make a pretty nice story. If BP is worried about its image, it should stop caring about itself and start taking a few steps in the right direction to get some positive PR.

Recently, an organic skin care and home product company sent out a pitch to the media, attempting to capitalize on the oil spill in the Gulf by pitching its oil-based skin care product. The news hook/tie in? “Oil has been getting a terrible reputation – but what about oil for your skin?” (Ugh).

You don’t have to be a PR pro to figure out that the oil spill is currently the biggest item in the news, and unlike the skin care company, a few brands have been able to successfully leverage the oil spill. For example, Dawn launched its ad campaign highlighting that its product helps clean animals affected by oil spills days before the BP spill. This was just by chance, but even if the company had been included in a story about the spill, it’s at least relevant. It’s providing a solution to a problem related to the oil spill.

Generally, it’s a good idea to try to tie into current events, news and surveys, as a way to showcase a company’s expertise. But before moving forward with an idea, there are three “R’s” to consider:

1. Relevance. Make sure your pitch is relevant to the news item. If you have to use more than two sentences to explain the relation of your pitch to the hot topic, it’s time to move on to the next idea.

2. Resource. To leverage a news item, offer resourceful information or expert comment. If it seems like your pitch is really exploiting the news item to get your company in the media versus trying to get useful info out to the masses, file it away.

3. Respect. It’s called media relations for a reason, and those relationships are important to develop and sustain. If the pitch has little news value, respect the producer or reporter’s time and protect your relationship by hitting delete.