Jason Notte

“I just need a few key messages that I should hit.” It’s a common request that every communications pro has encountered many times ahead of a media interview. And if you’re anything like me, you roll your eyes. Why? Because key messages are fine and good, but only if they are used to form a broader narrative. More often than not, they’re seen as a license to be repetitive, robotic and focused only on your own outcome. Brute-forcing key messages down a reporter’s throat doesn’t help them do their job. Media opportunities are a two way street - you give value, share expertise and contextualize whatever you’re talking about in exchange for the profile the media outlet can give you and your business. The best and only way to respect this duality is to shape a simple and memorable story which contains the messages you want to hit, and which shows instead of telling why what you’re discussing is important and meaningful. I used to keep a folder of video clips that could’ve been titled “when key messages go wrong” - often depicting some hapless executive or politician stumbling through a repeated response straight from the message sheet he or she was handed. They universally looked silly and unprepared, and the interview did nothing but undermine trust and damage the speaker’s reputation. Next time, before the camera starts rolling, think about a story instead of a key message. Your brand will thank you.

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68% of journalists say the press release is still one of the most useful types of content for building earned media coverage and brand equity. But first, you need a news angle. Read when to use and when not in the new 2024 report from Cision. #publicrelations #pressrelease #earnedmedia

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Avōq just released insightful research into the changing media preferences of D.C. policy insiders. LinkedIn is up, Twitter is down... but there is a lot more to it than that! To get a deeper look, download the topline and schedule a full briefing to learn what these changes mean for your policy communications strategy: https://lnkd.in/eMpRhMZh

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Chapter 2 of my new book, "WOKE: A Cultural Competence Guide for Communicators," includes A Basic Guide to Public Relations, which offers an overview of the practice of PR. Available now on Amazon! 2. A BASIC GUIDE TO PUBLIC RELATIONS In our modern world, effective communications are key. As organizations and individuals navigate the dynamic landscapes of our interconnected lives, public relations have become a critical element that helps shape perceptions, nurture relationships, and drive visibility, leading to success. Public Relations is the art and craft of managing internal and external communications between an organization, its stakeholders, and the media. A well-crafted and executed public relations plan can establish credibility, build trust, and maintain a positive reputation. https://lnkd.in/gCAHTsP8

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I wrote a piece for Politico on major trends buffeting the media including artificial intelligence, deepfakes, and fighting disinformation in an age of dwindling resources. The conclusion is that founders, CEOs, politicians and others in the public eye now face an exponentially increasing threat of reputational damage. In today’s media landscape, a single negative review can quickly go viral, a poorly phrased statement can trigger a global backlash and an ill-judged joke can wreck careers. While the media world’s pace of change is dizzying, the words written by businessman Warren Buffett almost a decade ago have never been more relevant: “It takes 20 years to build a reputation and five minutes to ruin it.” Article here: https://lnkd.in/dtTNY4PU

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Don't know where to start with AI in public affairs? I've got something for you. Last week, we embarked on a journey to use AI for scoping out scenarios and simulating stakeholder interactions. This week, we’re taking it a step further. Join me Saturday as we refine our approach, explore intensive training methodologies, and establish robust systems for ongoing scenario management and documentation. 𝗪𝗵𝗮𝘁’𝘀 𝗜𝗻𝘀𝗶𝗱𝗲? In Part Two of this series, we will: - 𝗥𝗲𝗳𝗶𝗻𝗲 𝗼𝘂𝗿 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆: Using insights from previous simulations to enhance communication tactics. - 𝗗𝗲𝘃𝗲𝗹𝗼𝗽 𝘁𝗿𝗮𝗶𝗻𝗶𝗻𝗴 𝗺𝗼𝗱𝘂𝗹𝗲𝘀: Create dynamic training sessions to keep your strategy sharp and effective. - 𝗗𝗼𝗰𝘂𝗺𝗲𝗻𝘁 𝘀𝘆𝘀𝘁𝗲𝗺𝘀 𝗮𝗻𝗱 𝗦𝗢𝗣𝘀: Work with ChatGPT to build a sustainable repository of scenario documentation and Standard Operating Procedures. 𝗪𝗵𝘆 𝘀𝗵𝗼𝘂𝗹𝗱 𝘆𝗼𝘂 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲? To learn how to: - Refine your strategy based on real-time feedback from AI simulations. - Develop targeted training modules to improve team response strategies. - Establish continuous learning practices that keep your team adaptive and proactive. - Standardize your team’s responses to enhance coherence and efficiency in stakeholder interactions. The newsletter drops every Saturday. If you haven’t subscribed yet, you’re missing out. Link in my bio.

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Pixar has 22 rules for storytelling. Here are five that PR pros aren't using... And that will change the game for them. It makes sense... Corpo speak and great storytelling have never been used in the same sentence. (until now...😆) So here are five rules that you can start using today: —> 1. You gotta keep in mind what’s interesting to you as an audience, not what’s fun to do as a writer. They can be very different. Yes, you have a great product or service BUT why should your audience care? —> 2. Once upon a time there was ___. Every day, ___. One day ___. Because of that, ___. Because of that, ___. Until finally ___. All great stories unfold like a symphony don't just skip to the climax. —> 3. Come up with your ending before you figure out your middle. Seriously. Endings are hard, get yours working up front. Define your future state first. Where do you want to be? —> 4. If you were your character, in this situation, how would you feel? Honesty lends credibility to unbelievable situations. When you're putting out a message put yourself in the audience's shoes. —> 5. Give your characters opinions. Passive/malleable might seem likable to you as you write, but it’s poison to the audience. Don't risk being mediocre to avoid risk. P.S. Take something that you've written before, that you know isn't up to par, and apply these rules to see how much of a difference it makes.

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How do policymakers in D.C. and those who engage them get their information? It depends on their partisan leanings. Check out the results of Avōq's research below.

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Grateful to Agility PR Solutions for featuring my brand new book, 𝐁2𝐁 𝐏𝐑 𝐓𝐡𝐚𝐭 𝐆𝐞𝐭𝐬 𝐑𝐞𝐬𝐮𝐥𝐭𝐬! "New Book from Influential PR Vet Michelle Garrett, B2B PR That Gets Results, Just Released" "I felt there was a need for this type of book that explains—in a straightforward fashion—the work of PR professionals and the challenges they face so that companies can get the most out of engaging with a PR consultant or agency and achieve their public relations goals." #B2BPRbook #newauthor #publicrelations

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Maybe journalism needs realignment. Maybe there should be a new push for independent journalists. Maybe the classic papers of record and massive subscription model is evolving. But I’ll never root or cheer for layoffs in the media. It makes PR partnerships more difficult and building relationships with reporters harder. Fewer reporters means more work, more topics to cover. We need more, fair media. Especially at the local level. (Saving a separate rant for stupid click bait coverage and media scare tactics) https://lnkd.in/gAHyJg-G

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Quick comment from me in PRmoment this week on how to create cut-through at a time when nearly four in ten people (39%) are avoiding the news. 🗞 This isn't a new challenge, especially given how negative much of the news has been over the last few years. In short, media is super-fragmented, people have lots of options, so the mainstream 'traditional' media may not be the most successful route to reach people. 🎯 Target audiences where they are - this will vary according to demographic (have you seen the average age of people who still buy physical newspapers?) - and this could be a mix of national, local, vertical, online and social 🗣 Look to influencers. The good ones tend to be trusted more than media 📱 Focus on your own content game. Become an authoritative brand publisher in your own right What do you think? Let me know in the comments 👇🏼 Many thanks to Elizabeth Howlett for the comment opportunity. #PR #publicrelations --- 👋🏼 I'm Chris 👨🏻‍💻 I am a content strategist and copywriter for tech brands and agencies ⚽ I also podcast and write about football culture at Outside Write 📚 I have two football history books out with a third coming in 2025 ✉ Need a content strategist or copywriter? Drop me a DM!

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SPOILER ALERT 🚨🚨🚨 I don't think TikTok is going anywhere. But, the debate happening among policymakers makes for pretty good conversation. In my latest thought piece for H/Advisors Abernathy, I examined the newscycle to see how a potential #TikToK ban could play a big role in the 2024 election cycle, rankle #BigTech data collection and lay the groundwork for more #dataprivacy advocacy. https://bit.ly/T1kT0kban

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Among the things I've learned in 13 years of working in media and PR is that great reporters don't always make great columnists (there are, of course, people who excel at both). I think it comes down to a fairly simple distinction: As a reporter, you're gathering evidence and presenting a case. As a columnist or op-ed writer, you're taking that evidence (if you're any good at any rate) and using it to make an argument. I was a good reporter when I had to be but my attention span never allowed me to forensically dig through evidence or write story after story on the same thing. I'm a much better op-ed writer because I love arguments (in the truest sense of the word).

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Transitioning to tech after 10+ years in journalism and communications has taught me one thing: confidence is overrated. Doubt, however, is a far more abundant, incredibly cheaper and much more accessible resource. If it's bold (the irony) enough to periodically plague you, it's bold enough to withstand your exploitation of it. Here's how I've used it (and continue to), and here's how you can too: 1. Doubt as an Endless Fuel for Curiosity ⛽ I know nothing (Jon Snow... sorry, couldn't resist) about Networking, so my decision to ultimately take steps to pursue my CCNA certification has been one deliciously riddled with doubt. As such, I opted to redefine my relationship with the resource. "When I feel doubt, think curiosity". Whenever doubt would come, I'd say those words out loud. Over time, doubt no longer dissuaded me, but became the buzz word or emotion to trigger my enthusiasm for knowledge. Reprogram your relationship with it. 2. Doubt as the Border of Your Ignorance 🚧 If your aim is to grow, doubt is often the beginning of your discomfort and the tripwire waiting at the edge of what you know. Set it off. Pushing the limits of your doubt is the same as shrinking the stronghold of your ignorance. Take that, Subnetting. (Don't mind that last bit. Subnetting and I have beef). 3. Doubt as a Compass If you don't know where to go, head in the direction you doubt to be the best one. The decision to leave the confines of journalism - a bed I've made for 10+ years - for the daunting world of tech, was built on that very premise. I'm transitioning to tech because, among other reasons, I doubt I can. It's a compass pointing me to the thing I feel most anxious about. Fortunately, the business of unmasking the specter of your anxiety is an extremely valuable one. Embrace it. How do you use doubt? #Tech #Journalism #ExploitingDoubt

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State of the Media Report is out! Read this if you want to know what PR professionals can say and do to win favor with journalists, secure more earned media coverage, and build long-lasting, mutually beneficial relationships with media professionals.

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Want an easy-to-remember (& effective) comms framework? (it only takes two minutes to remember) It's called 7-11-4. It's a strategy for building trust with potential customers. Here is what your audience has to do: 🔴 Consume 7 hours worth of valuable content (blogs, social, videos, etc.) 🔴 Engaging with you at least 11 times 🔴 Interact with you across 4 different platforms That means having enough content so that people can spend 7 hours reading your blogs, consuming your social media, or browsing your website. Also, they need to have 11 separate interactions with you in at least 4 different places.

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Bloomberg News: "In a new partnership with Vote.org, people will be able to register to vote, sign up for election reminders and make a plan for Election Day from within Snapchat. In 2020, the app registered 1.2 million people to vote, making it a prime platform for political advertisers to reach voters. More than 80 million Americans of voting age use Snapchat every month, according to the company. Snap will also prominently feature politically focused content from NBC News, including on-the-ground coverage of key events from conventions to rallies and speeches. In order to help those users make more informative decisions, Snap launched in 2016 its Good Luck America news show, which offers perspective and explanation around key events from both political parties. This year the show will launch a new series called Campus Tour from colleges across the country. Also, Snap’s partnership with NBC News’ “Stay Tuned’ program will present a series that talks with Gen Z voters in local, state and federal elections about issues that resonate with them. Political ads on Snap are vetted through a 'rigorous human review process,' as well as fact-checking with nonpartisan partner Poynter Institute, and a registration and certification process for potential ad buyers. The app will screen for misleading information, including those using artificial intelligence to create deceptive images." https://lnkd.in/gWKJM-EF

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