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Jerry Casey at AM:PM PR

Jerry Casey on The Oregonian and the State of the Newspaper Industry [PODCAST]

 

The Oregonian’s Breaking News Manager on the Evolving Newsroom

The Oregonian’s manager of breaking news, Jerry Casey (@jjeremiahcasey), was our latest featured guest at AM:PM PR’s Speakeasy. Jerry provided some interesting insights from inside today’s newsroom and The Oregonian’s historic transformation. He correlated the evolution of news consumption with the shift in staff needs and pace of story production. Jerry recognized the impacts on the public relations industry and offered tips for pitching journalists with the new newsroom in mind. Hear Jerry’s observations from inside the The Oregonian newsroom and his take on the state of news media today on our first-ever Speakeasy with AM:PM PR podcast

The Oregonian Today

Changes at the Oregonian have been a hot topic among journalists, ex-journalists and PR professionals over the past several years. Most recently, the paper announced the closure of  its printing plant and plan to outsource. Over the last five years hundreds of Oregonian staff have been laid off leading people to wonder, what’s going on around there?

Without much context the layoffs can seem quite callous, but are these changes simply the result of new technologies and how today’s reader consumes news? Understanding how readers consume the news is another way that technology has altered the newspaper business – and new technologies give greater insight than ever before.

Clickbait, Quotas and Millennials

News site analytics show an increasing number of readers attracted by clickbait over hard-hitting reporting. This data effects the types of stories news organizations invest in.

How is The Oregonian adapting? Last year Willamette Week published a leaked email about new guidelines for Oregonian reporters that included rules for social media usage; how frequently they should be posting and how compensation will be related to readers.

That story fascinated us so we asked Jerry how it reflected changes in the newspaper business what the resulting cultural impact has had on older reporters in the newsroom. We also wondered how much the new guidelines were influenced by millennials joining the workforce.

Jerry differentiated between producing narratives and, simply, relaying information. In fact, he explained many stories “don’t need a narrative.” This is a useful point for those hoping to pitch stories to the media.

Pitching The Oregonian

Staff reductions, evolving reader interests and managements expectations of reporters have made pitching more difficult for public relations professionals. Jerry offered suggestions for pitching Oregonian staff, including starting with reporters you know, how to think about the story your pitching and what tactics to avoid.

About Jerry Casey

Jerry has worked as an editor in Portland since 1999. His diverse newspaper career includes stints in Virginia and Florida, in addition to Oregon. He’s been a copyeditor, business editor, city editor, bureau chief and The Oregonian‘s first online editor.

 

We hope you enjoy our inaugural Speakeasy with AM:PM PR podcast. In the future we hope to tap into our team of experts to discuss crisis communication, media relations, strategic communication and share more from our Speakeasy guests.

 

AMPMPR Speakeasy

FORMER FEATURED GUESTS:

To join our Speakeasy group, click on the following Facebook hyperlink.

KGW's Pat Dooris at AM:PM PR's Speakeasy

KGW’s Pat Dooris at AM:PM PR’s Speakeasy

Thanks for listening!


 

marijuana industry connections

Cannabis – A Primer for Oregon Business

Our work with the International Cannabis Business Conference and Oregon Medical Marijuana Business Conference gave us a good look into the culture and complexity of the Oregon Cannabis Industry. In the following blog we’re happily sharing some of what we’ve learned with our local business partners, friends and loyal readers.

The 411 on Oregon Legalization

Possession of marijuana is now legal in Oregon. Purchasing marijuana? That’s a different matter. The Oregon legislature has been discussing a plan allowing dispensaries to sell to adults who are 21 and over, beginning October 1st, but the legislature has until next year to create more permanent rules for the retail sale and purchase of cannabis products. So, while it’s currently still illegal to buy and sell the stuff, if a stork delivers a baggie on your doorstep, or a stash appears via immaculate conception on your coffee table – you’re totally in the clear!

Legal possession has its limits, too. Adults are allowed up to 8-ounces of cannabis in their homes and up to one ounce away from home without fear of criminal prosecution. Oregon residents 21 and over may have up to four plants in their home.

It’s also still illegal to consume cannabis substances in public places, but oddly enough, at the  “giveaway and smoke out” event celebrating an end to prohibition – participants were granted the right to LEGALLY trade, test and posses up to seven grams of cannabis.

Confused yet?

The Cannabis Industry 

The cannabis industry culture is unique, but members are as serious as any member of Oregon business community. Conversations with cannabis entrepreneurs are nothing like the ones you may have had with your best friends’ older brother back in high school. For example, any references to “grass” should be saved for conversations about Linn County horticulture.

ARC View Cannabis Industry Numbers

Business Opportunities

With the successful legalization of cannabis in Oregon, Washington Alaska, Colorado and, likely, California  in 2016 – the “Cannabis Country” of the West Coast will be a multi-billion dollar industry. Growth of the cannabis industry will have a broader impact on the economy by increasing demand for innovation, supporting technologies and professional services. Examples include:

  • Commercial Real Estate Brokers – More than 300 dispensaries have already been approved in Oregon. Growers, wholesalers, processors and retailers all need space and brokers have the expertise to find the best options and negotiate the best deals.
  • Lawyers – Any business owner should have an attorney to help set up their entity, but cannabis industry entrepreneurs are blazing trails and all the laws have yet to be settled and defined. Lawyers with cannabis industry knowledge and expertise will be in demand to help business owners ensure compliance, protect their intellectual property, guide the licensing process and negotiate contracts.
  • Investment Brokers – All the big investment groups are offering cannabis portfolios, but now some firms specialize solely on the industry. Smart investors are seeing a cash crop potential and the number of interested parties will continue growing. 
  • Public Relations/Marketing – As stores become established across the state retailers and related product manufacturers will need to differentiate themselves to stand out and compete for customers. Cannabis growers will discover they face education barriers that create communication challenges similar to other agricultural and natural resource industries. Likewise, they’ll need to educate consumers – much in the same way that vineyards discuss terroir, palate, nose and qualities unique to different grape varietals and growing techniques. Entrepreneurs will benefit by thinking about branding, communications planning, social media strategy and media relations early in the game.
  • Security Firms – Dispensaries and growth operations will be wise to protect their premises and hire guards. These properties are at risk for break-ins and theft like liquor stores and distilleries – likely greater risk. Just as with investment brokerages, specialized security firms have already spawned.
  • Insurance Agents – All businesses need insurance and the cannabis industry has its own unique needs and requirements. Specialty insurance agencies have cropped up to serve the industry and this area of the insurance sector will continue to grow.
  • Tourism & Hospitality Stakeholders – 420-friendly hotels have popped up in Colorado (Bud & Breakfast) and there’s no reason to think they won’t in Oregon. While most hotels, B&B’s and new economy rental businesses like VRBO, Vacasa or AirBnB are smoke-free, many may decide to make an exception to attract cannatourists. Additionally, who’s to say that taxis and Uber and Lyft drivers won’t benefit from a surge in ridership with an influx of these tourists, many of whom will look to enjoy the best of Portland’s dining experiences.

Time will tell what the cannabis industry will bring to Oregon’s businesses and economy, but getting in early will offer the most opportunity for those who want to capitalize.

For more on the industry, the current status of laws and potential opportunities, check out these sources:

International Cannabis Business Conference: http://internationalcbc.com

Marijuana Politics: http://marijuanapolitics.com

The Northwest Leaf: http://www.thenorthwestleaf.com

Oregon Cannabis Connection: http://occnewspaper.com

Dope Magazine: http://www.dopemagazine.com

The Cannabist : for a wonderful glossary for cannabis industry lexicon

 

Is your news newsworthy?

How to Successfully Pitch Media

 

Media pitch tips from a veteran-TV reporter

 

KGW's Pat Dooris spoke to am:pm PR's Speakeasy

KGW’s Pat Dooris spoke at AM:PM PR’s Speakeasy about what to expect if you have a story to pitch. These were his tips.

 

Only Pitch What’s Current.

“I don’t care about something happening in August when it’s February,” Pat says. “I need to fill a news hole today and tomorrow. Much farther out and it better be really good.”

Be Available Now.

“If you pitch me and I bite, you’d better be ready to go in 30 minutes,” Pat warns.  “I’m not kidding. You have a short shelf life. If I can’t lock you in with that time amount I’m moving on to the next potential source or story. I have no time to waste and no option for no story tonight.”

Offer Compelling Humans.

“Every story needs real people that are affected by the issue we’re talking about. Whether it’s sewers or acupuncture or taxes or a mission to Mars, we need real people that will talk with us for our story – and yes, that means on camera!”

Make the Humans Available!

“I once had someone pitch me a ‘C’ level story. But on this particular day we were short of story ideas so a ‘C’ looked like an ‘A.’ I called back quickly, but they didn’t have anyone…not ANYONE who would go on camera,” Pat shared. “Not only did we dump that story and move to the next – I was pissed and never took another pitch from that person.”

 

 

Be available for interviews when you are pitching a story.

 

What Gets Through

  • The number of people affected – Is it significant?
  • New news – Is this the first we’ve heard about it?
  • Stories with people willing to talk openly.
  • Good visuals i.e. video, compelling photos, infographics.
  • Compelling sounds.
  • Media trained experts.
  • The “What’s In It For Me?” (WIIFM) translation.
  • Something that runs counter to prevailing conceptions.
  • Something that reveals truth about ourselves.
  • Stories that involve emotion.
  • Stories that involve animals.

 

The 5 Biggest Influences.

    1. Emotion
    2. Number of people affected
    3. Visuals
    4. Sources available to go on camera
    5. Good talkers

 

About Pat Dooris

Pat Dooris has worked in TV News for 29 years. He’s interviewed more than 29,000 people and done at least 17,000 live shots. He’s won awards including two Northwest Emmys along with awards from the Oregon Association of Broadcasters and even a National UPI award. Yep, United Press International. He’s been reporting that long. Pat is a reporter at KGW TV and a media coach who trains people and companies on how to respond to the press. Rather than ducking the media, he believes people and companies should embrace the chance to tell their story in powerful ways. Find out more about his services at PatDoorisMedia.com

 

am:pm pr tips

Editor’s Note: While Pat’s tips are focused on pitching TV media, much of his advice works well for pitching any kind of media. So be wise, think ahead, and put yourself in the reporter’s shoes.

Helpful Tips

5 tips for tip-top media outreach

Media relations has always been a central part of what public relations is all about. Unfortunately for those working in PR and companies looking to tell their own stories, media outlets are no longer the same beasts we used to know. Newspapers and other print and online media have ever-shrinking staff, which is responsible for covering a greater array of topics – across a greater number of channels – than ever before. Getting messages to these overtaxed reporters is no small feat.

Below are some tips to keep in mind when pitching story ideas to media:

1. Know your target – Some questions to ask yourself include: Who is the reporter? What do they typically cover? What specific stories have they written? What are their personal interests? You need to take the time to fully understand whom it is you’re communicating with. Having a little background info can go a long way toward building trust and respect between and you and reporters. If you can find a personal interest that’s appropriate to allude to, do it. Happen to know that a certain reporter has a thing for cats? Go ahead and use that fact and a little humor in your email subject line to get their attention. I once used that particular tactic, and it did in fact elicit a response.

2. Understand the story you’re telling – Be able to succinctly summarize and explain why a particular story or news item truly matters. If you can’t articulately explain the topic or situation, don’t expect a reporter to be able to. It’s your job to make his or her job easier. Be as helpful as possible in describing the key facts and ideas; reporters will be more likely to cover something they can easily wrap their minds around.

3. Avoid PR stereotypes – Don’t be a robot. Blast emails come across as such. Be sure to tailor the email to each reporter or news outlet, keeping in mind all you learned through the research you did in Tip #1. Be professional, but also memorable and genuine. Reporters don’t like overly schmoozy PR people any better than robots.

4. Quality over quantity – Target the people you most want to tell the story. Don’t mass email a huge list of folks. Be strategic, make a list of the writers you most want to tell your story, and work from top to bottom. If you think your story is worthy of being covered at the Enterprise level, start there. If you’re shot down, work your way down your list of desired targets. Starting at the bottom might get you a writer who is willing to tell your story but is unable to either tell it properly or get it the placement it deserves. You’re better off starting with your dream targets and settling if you can’t reach them than starting at the bottom of your list and precluding optimal reporting.

5. Be flexible in your followup – Some reporters only want to be contacted via email, while you’ll have better success reaching out to others by phone. If you don’t succeed with one channel, don’t be afraid to try the other when you follow up. Also, know when to check back with those you reach out to. Use common sense to determine if you’re going overboard with followup; put yourself in the reporter’s place. Don’t badger, but don’t drop the ball. Make sure to gauge the response you get from the writer, and respond accordingly. A lot of the subtlety of follow-up protocol is best learned through trial and error. See what tends to work best over time, and take note. I mentioned earlier that members of the media are spread particularly thin these days; keep this in mind in respect to follow-up frequency. Some reporters will appreciate a friendly reminder, while you’ll drive others crazy with the exact same nudge. Be aware of the response you tend to get from a particular person and keep it in mind for future interactions.

Those are a handful of what I hope are helpful tips. Do you have any that I’ve missed? Please share.

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