Media relations professionals use unique combination of tools
Karen Collins
Issue date: 11/14/08 Section: News
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Some media relations professionals, including those at UNO, are now using applications originally created for social networking.
During UNO's centennial celebration, for example, Wendy Townley, assistant director of University Relations, planned a live broadcast with a representative from a local television station.
"We exchanged no e-mails or phone calls," Townley said. "The entire event was planned using text messaging."
University Relations regularly uses instant message programs, Facebook messages and other new technology tools to help get the word out about events happening on campus.
"Social networking presents a different set of standards. It isn't good or bad; it's just different," said Tim Kaldahl, director of University Relations. "Some information lends itself to different means of communication."
More than 12,000 of UNO's 15,000 students are listed on Facebook, Kaldahl said. When Townley, who has been in media relations for three years, realized this, she knew she had found another tool that would serve her well.
"Facebook was used to notify UNO students of an early closing last winter," Townley said. The announcement included a link to the UNO Web site, so it was official and verifiable.
Townley said she also uses Facebook to rapidly move information to promote UNO.
"I can help reporters find students who can speak on specific issues," Townley said. "Facebook allows students to post their interests and school organization affiliations. Also, most students with Facebook list their cell phone numbers, so I can reach them between classes and get a message to them quickly."
Some local reporters are included in her iChat instant message buddy list, which she uses during the day, but she said she has recently found herself using Twitter and Facebook more frequently.
Twitter users can add their information to a directory at www.justtweetit.com identifying their interests and career type. The directory allows them to find other Twitter users by category, such as news, graphic design, advertising and public relations.
Townley said the various methods of communication she uses increase her availability and, in turn, allow her to accomplish more.
Because Townley and Kaldahl frequently communicate with students, who are typically more mobile than other segments of public relations clientele, it is essential for them to be able to interact with people who use mobile devices.
Kaldahl has carried a cell phone since the start of his public relations career in 1993. In addition, he uses e-mail and has added Facebook and Twitter to his communication toolbox.
"Using the latest technology isn't so much a question of which tool has the most value, but rather what avenue is the most appropriate," Kaldahl said.
He stresses the importance of knowing the preferences of the person receiving the communication.
"I believe that people who worked in PR 20 to 30 years ago were just as hurried as PR people are today," Kaldahl said.
Keegan Niederdeppe, vice president of recruitment for UNO's chapter of Public Relations Student Society of America and co-director of the student-run PR firm Mav Solutions, uses MySpace and Facebook to create event invitations.
Niederdeppe said her most valuable tool is Facebook "because you are more easily able to track guest lists." She believes social networking Web sites are "convenient for less formal networking opportunities."
However, Niederdeppe said: "I do shy away from using these sites for professional purposes. I've learned that going back to basics really generates more results."
Kaldahl agrees there are still times when actually meeting with someone to have a conversation is the best means of communication. It depends upon the people involved and their attitudes toward technology.
Some PR professionals have even turned technology into a business.
Shelli Ryan, a former advisor to UNO PRSSA, currently resides in Las Vegas and is the owner of Ad Hoc Communication Resources, an agency that "exclusively serves the business-to-business technology community," according to the firm's Web site. In 2008, Ad Hoc was recognized by Women's Enterprise magazine as one of the top 300 women-owned enterprises in the U.S.
"We are a global mid-sized PR agency with a team that spans the U.S. and affiliates in Western Europe," Ryan said. "Communication tools that enhance our collaboration and enhance our productivity are key."
Because the agency works with companies at the level of Texas Instruments and Corporate Express, it is not surprising that Ad Hoc has many different tools in its communications arsenal. For instance, the company uses Skype software to make calls over the Internet to communicate with its international clients and uses instant messaging within its teams.
"We use a customized online dashboard called CisionPoint to build press lists and editorial calendars, connect with the media, monitor news coverage and analyze campaign results," Ryan said. "We also use PR Trak, an online portal that determines publicity dollar value to help quantify campaign results and match them to business objectives."
Additional tools include YouTube with embedded video clips in press releases, search engine enhanced text and headlines and submittals to social media sites such as Digg, TechCrunch and Del.icio.ous.
While it may seem like there aren't many tools that Ad Hoc doesn't use, they have yet to use Ning, Facebook or Twitter for their clients. Ryan said, however, the company would not rule out the possibility of doing so in the future.
Ryan said using multiple communication tools is no more complicated than using a few of them would be.
"Tools that allow us to show the client tangible value are most important both for us as an agency and for them," Ryan said.
It is critical to be able to adapt to constant change, Ryan said, because media relations professionals who do not keep pace with technology may become obsolete. Using social networking Web sites is an important part of keeping pace these days.
According to the 2008 Journalist Survey on Media Relations Practices, released Oct. 22 by TEKgroup International, Inc. and Bulldog Reporter, the number of journalists who visit social media Web sites at least once a week as part of their reporting has increased 25 percent since last year. The number visiting social media Web sites at least once a month is up 44 percent from last year.
While these numbers rise, it's important for media relations professionals to keep pace, but they don't need to become complete techies either.
Although Townley is in the forefront in using the latest technology, she said she still prefers reading a book that is not downloaded to Kindle and prefers to send hand-written notes. In fact, she collects beautiful stationery in contemporary and vintage designs.
"If I had to guess how many pieces of stationery I have currently in my collection," Townley said, "I would have to say it easily surpasses 200."
Townley said she will be using stationary more than ever, since she joined the Letter Writers Alliance, a worldwide group dedicated to preserving the art of letter writing. A sentence from the group mission statement sums up Townley's attitude: "In this era of instantaneous communication, a handwritten letter is a rare and wondrous item."
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