Kassim Mwalimu Adinasi’s Post

Do you know what press office is? Press office is one of the forms of communication that aims to establish a relationship between institutions and the final public in a humanized and transparent way. In other words, it is the modality that mediates relations with the press, especially in times of crisis. Whenever a company appears in the press as news, it generates spontaneous media, that is, at no cost. This can bring some good consequences, such as publicity and visibility – positive effects for the business. This communication with the press is maintained through the production of editorial content that helps the journalist in his work, in addition to having an impact on society – the final public. This content must be produced with quality and offer reliable sources to journalists. Therefore, it is the role of the press office to identify positive points, events and news about the institution that may be of interest to both the press and its end audience. These are examples of good topics, content involving market research, free services, sector movements, new technologies, etc. But what is the responsibility of the press officer? The press officer is generally a person trained in journalism or public relations. This professional does not work with the purchase of media space to promote his client, but creates a relationship with the press and offers topics that may be of interest to the public. The development of communication strategies is among the functions of the press officer. They determine which vehicles and editorials should be prioritized when releasing information for dissemination, which are called press releases. In addition to defining the subject and producing a good story based on it, the press officer's role is also to monitor interviews and follow-up with journalists.

Want more insights on PR and journalism? I know you might see a fair few posts from me on here, but just to let you know I also write a newsletter (tis free). It lands every other Thursday, likes to arrive in the junk folder, and if it manages to secure the green light from your email provider, you'll see tips on PR, a reality check on the journalism industry, what case studies I'm looking for, general news about the sector, and more... Here's what a few of the 3000 plus subscribers have said about it (without me asking, I hasten to add!): “I just wanted to drop you a small note to say how much I enjoy reading your newsletters, they always provide great insight and tips! Always look forward to reading them.” Pally Kaur, senior PR consultant “Your newsletter is great, Suzanne! Keep up the excellent work... so valuable for us (PRs) to hear this feedback!” Sam Narr, CEO and founder, Kibbo Kift Agency “Great newsletter this week! A few on my team are subscribed now. Keep up the ace work!” Eileen Pegg, PR account manager “I read your newsletter this morning and wanted to say (for what it’s worth!) I think it’s brilliant - it merges both worlds of journalists and PRs together and is so insightful in a real, genuine way that comes from your experience and network. I just thought I’d drop you this message, as sometimes it’s nice to hear from people who are following your work! While I’m working out of the UK at the moment I do plan to return next year, and having this insight is great.” Rachel Evans, senior communications specialist “Thanks for another engaging and informative newsletter - you can really feel that a lot of thought goes into it and it feels very personal.” Suna Yokes “I just wanted to drop you a line to let you know that I really like your insights and open thoughts about how PR and journalists should work together..” Jonas Upmann, head of consumer communications You can sign up via the link below.

Frank Strong has a good post on what B2B PR people might consider in the context of a survey of journalists. Link is below and here are some of my own views, based on years of experience in journalism and marketing. First point about credibility. Absolutely. I'd add cut all exclamation points. Focus on what is inherently convincing, not in hyping. Reporters on the job any decent length of time are cynical by experience. And don't tout studies if you don't understand basic stats and logic. Second point on journalist workloads. I'd add don't offer sources unless you know they will be sources. I understand why PR people want to know there will be something to offer the clients, but if you promote someone and then say, oops, sorry, you can burn a bridge. Journalists wanting exclusives — I think this is easy to misunderstand. Experienced journalists want stories others don't have. In my case, at least, that doesn't mean an exclusive announcement. I look for insight that doesn't appear everywhere else. Much harder nut to crack. Regarding images provided by PR. It really depends. I almost never use them. However, if you have a study or other data that is legit, consider offering the data in a spreadsheet as many, though not all, publications have house styles for infographics. Value in pitches? For many of my freelance colleagues, forget 25%. Try 1% or less. Follow-ups? Ask the reporter. I don't like any because I look at everything that comes in and don't have an extra hour or more necessary for even brief "no thanks" emails as that's unpaid overhead for me. Others may have other takes, which is why you ask. And then set your contact management system accordingly. https://lnkd.in/efbYYRwf

This week marks a decade since I left the world of journalism and went to the “dark side” of communications. I remember how lost I was my first day on the job. My wife and I went out to dinner that night to celebrate our wedding anniversary (happy 12th btw Jaime Holtzman). I told her about what a miserable day I’d had and asked her if I had made a horrible decision. She talked me off the ledge and told me to give it some time. As usual, she was right. It took me a little while to get comfortable and find my footing, but I’m so glad I took her advice. Reflecting on the last 10 years brings to mind all the things I’ve learned about strategic communications. If I could time travel, here are 5 tips I’d share with my younger self on that first day. 1. Do your research. This has been said a million times before, but it bears repeating. Do your homework before you send out a pitch. Journalists get bombarded with pitches daily. Make sure you’re targeting the right journalist with content that’s relevant to their beat. Failing to do this is a surefire way to end up in a journalist’s spam folder. It’s also a wasted effort on your part. If your pitch lands and you get a response, return their call/email/text/DM quickly. And if you don’t hear back within 48 hours, follow up (but just once). 2. Think critically. Not everything your client or customer does is a story in the eyes of the media. Know when to push back and have an honest conversation with people who may be setting unrealistic expectations. Same goes for op-eds. Sometimes, the right move is to save the pitch and either wait for a better hook/news cycle or repurpose the content for your owned channels. 3. Know your goal and audience. What is your organization trying to accomplish and who does it need to reach? Answering both of those questions before embarking on a campaign or story pitch goes a very long way. And if the answer is unclear, then you probably aren’t ready to go live. 4. Use simple language. Again, this is where knowing your audience really comes into play. If you’re communicating to a non-expert audience, avoid jargon and complicated language. Convert dry technical terms into active, catchy, and emotionally appealing phrases. Speak conversationally and use words and phrases that the average person understands and are friendly to the algorithm. 5. Answer the question you want to answer. Hearing this was one of the biggest ‘aha’ moments I’ve had in the last decade. If you're in a tough interview, don’t get pinned down. It’s worse to take a question head on and stumble through it poorly than it is to confidently address the question you’d prefer to answer. When situations like this arise, find a way to quickly pivot to the message you want to get across. Much of this will come as common sense to veteran communicators. But I hope it can help someone who is just starting out – like I was 10 years ago. Here’s to learning even more in the next decade! #communications #storytelling

Negative press fuels paranoia among comms professionals who treat journalism as the Great Game of public relations. The fact is, negative stories typically aren't born of attacks by competitors. They're more likely the result of a genuine problem involving a particular organisation or individual. I've seen it from the other side. As a reporter, when working on stories that tilted negative, I’d speak to the subject before publication to ask for comment and background information. And I’d often get a call after. It amazed me how often the source of the story was assumed to be a competitor. I’d be asked sarcastically “so who gave you that one, then?” or told “we’re pretty sure we know where that came from”. Any decent reporter who’s pitched an attack story will treat it as radioactive, as they would any story with an ulterior motive. These sorts of stories usually fall apart after cursory investigation. Some are so blatantly wrong or twisted that the reporter will simply reject them at the outset. There are, of course, instances when attack stories get published. It’s perhaps most common in political journalism, particularly when newspapers are involved. We have a highly politicised press, after all. But treating any and all negative press like a game of attack and defence breeds paranoia. It can leave a genuine problem unaddressed and impair strategic thinking about a sober and effective response. It also leaves a sour taste with journalists who may feel they're being treated like pawns in a proxy war.

Citizen journalism, which involves ordinary people reporting news and sharing information through social media and digital platforms, has significantly impacted brand public relations (PR) in countries like Nigeria. Citizen journalism provides real-time updates and brings attention to issues that traditional media might miss. This allows brands to receive immediate feedback on their products or services. Timely responses to customer feedback can bolster brand credibility and trust. On the other hand, negative experiences or controversies can quickly spread via social media, potentially harming a brand's reputation. In Nigeria, where social media usage is widespread, a single negative post or viral video can lead to widespread criticism before a brand can respond. Brands are held more accountable for their actions due to the scrutiny of citizen journalists. However, this level of accountability can sometimes lead to misinformation or exaggerated claims. Rumours can spread rapidly, false information or biased reporting by citizen journalists can unfairly harm a brand's image. Citizen journalism provides a cost-effective way for brands to gain publicity. Positive stories or customer testimonials shared by ordinary people can reach a wide audience without significant advertising costs. On the flip side, negative content generated by citizen journalists can also spread widely without the filters or fact-checking that traditional media might employ. Brands may find it challenging to control the narrative or mitigate damage once a story goes viral. Brands can directly engage with their audience through social media platforms where citizen journalism thrives. This engagement allows for personalized communication and the ability to address issues or concerns in real-time. Direct engagement also means that brands must carefully manage and moderate discussions to avoid potential PR crises. Online conversations can become heated or contentious, maintaining a positive brand image requires skilful handling of social media interactions. One significant challenge is the spread of misinformation and bias. Access to information can be uneven and media literacy varies, false or misleading information from citizen journalists can have serious implications for brands, leading to reputational damage or consumer mistrust. Citizen journalism can help brands launch grassroots campaigns that resonate with local communities. By leveraging local voices and influencers, brands can build stronger connections with their target audiences. However, such campaigns must be carefully managed to ensure they do not unintentionally offend or alienate groups. Missteps in messaging can lead to backlash, especially in a diverse and dynamic market like Nigeria. #PR #Brands #Citizenjournalism

In an era dominated by digital disruption, the role of journalists has evolved beyond traditional news reporting. The blending of journalism and public relations offers new opportunities for professionals. Journalists are increasingly shifting their focus to PR due to changing media habits, digital platforms, and the growing demand for strategic communication. Walk with me as I expound more on this. Journalists, by virtue of their training, possess a deep understanding of storytelling, fact-checking, and effective communication. Their ability to research, analyze information, and present complex ideas clearly and concisely is invaluable in the field of public relations. They are adept at crafting compelling narratives, understanding audience needs, and tailoring messages to specific demographics. Additionally, journalists often have a strong network of media contacts, which can be a significant asset in public relations. They are familiar with the news cycle, editorial guidelines, and the preferences of different media outlets. This knowledge allows them to strategically pitch stories and build relationships with journalists, enhancing their effectiveness in promoting clients or organizations. The digital age has revolutionized the way news is consumed and distributed. Traditional news outlets are facing increasing competition from social media platforms, blogs, and other online channels. As a result, there is a growing emphasis on creating engaging and shareable content. Journalists who understand the principles of public relations can play a vital role in helping organizations adapt to this new media landscape. Effective public relations involves crafting compelling narratives, using multimedia elements, and leveraging digital channels to reach target audiences. Journalists are well-equipped to handle these tasks, as they are skilled at producing high-quality content that resonates with readers. They can also help organizations develop social media strategies, manage online reputation, and crisis communication plans. The convergence of journalism and public relations is a natural evolution that reflects the changing demands of the communication industry. Journalists bring a unique set of skills and experiences to the field of public relations, enabling them to effectively navigate the complexities of modern communication. As the media landscape continues to evolve, we will likely see even more journalists transitioning into public relations and communication roles. #Journalism #PulicRelations #Communications

Recently, Muck Rack released their State of Journalism 2024 Report, and as a PR agency, we’re always eager to delve into the latest stats. A few key takeaways, and friendly reminders ⬇️ ✍️ Pitching during peak hours isn’t always the key! Aly Walansky, in a recent webinar, reminded us that pitching during the common times might actually sink your chances as journalists have to wade through a flood of pitches. 📲 Social media remains a powerhouse for journalist connections. While X holds strong, LinkedIn is rising in popularity, providing a platform for journalists to share their voices and interact easily. 🤝 Bais insight: Substack is also a highly valuable PR resource for following along with journalists' stories, PR tips and monitoring potential opportunities for clients. 🗞️ Journalist Stat: "Nearly a quarter produce 11 or more stories weekly. 46% receive 6 or more pitches daily." Make your targeted pitches count ensuring they are timely, relevant to the journalist, etc.! 👏🏻 🗣️ Don’t sweat the non-responses. Despite nearly half of journalists opting not to respond to pitches, Candice Frederick offered a reassuring perspective: "Every email counts." She emphasized that she personally reads each one, even if replies aren’t guaranteed. 📸 PR Coordinator Marlena Hoffman // Photographer Alexis Vazquez

Dear Communication PRofessionals, There is a stark difference between earned media and forced media coverage. Some of us are accustomed to forcing our way into the news rather than attract journalists to cover us willingly. This by-fire-by-fore approach is evident in many job adverts for communication roles that often make it a requirement that candidates have strong connections in the newsroom. It needs to be known that we do not need personal connections with journalists to earn quality media coverage. Quality earned media depends more on big ideas and big bangers than on who we know in the newsroom. The fixation on obtaining undue coverage is more of an obsession than a strategy, and it is this mentality that has contributed to the decline or closure of many news outlets. Newsrooms thrive on news as their currency. The quality of news and programming attracts viewers, and those viewers are what attracts revenue. Thus, all news should, as a matter of principle and common sense, be magnetic. Coverage should be pegged to new ideas. Not on friendships. That is why the classic example of "man bites dog" endures as the embodiment of what news should be. We have all watched or read news and wondered, “How is this a news item?” What is the point of coverage if people see it but are not genuinely engaged? For decades, we have been told that communication professionals must befriend journalists to increase their chances of earning coverage. We have been led to believe that stories are likely to be ignored if the sender lacks connections with the gatekeeper. Subsequently, many of us have sought training and mentorship on how to make friends with journalists instead of honing skills on how to influence stakeholders. But let’s be honest: no one turns down a great story. Whoever turns down a great story risks being swept by the gods of changing times. If anything, a story that needs chasing is often a story with mineral deficiency. Understanding this is our uncharted path to freedom. It helps us discern what and when to pitch, what and when to hold, and what and when to let go. While it is essential for newsmakers (i.e., communication professionals) to be familiar with journalists—since journalists need to know, trust and access their sources; there is a fine line between leveraging professional relationships and engaging in inadvertent favoritism. This kind of preferential treatment neither serves the principles of journalism nor effective communication.

This makes me a tad bit uncomfortable… Asking a journalist to make a correction. Luckily, most journalists are great about it in the rare instances we’ve had to request one, but it’s still super awkward. To reduce the likelihood of errors before a story hits the press, it's important to do the following: - Triple-check all facts and figures before sharing information with the media; make sure phone numbers work, confirm pricing and hours of operation - basically, check anything that someone could get wrong or misinterpret. - Be clear and concise in your communication to the journalist. - Highlight and note the spelling of the company name in your email (especially if the spelling is unusual or it’s a particularly long name.) - Provide a press release or detailed background information, containing all necessary information. - Ensure your website or landing page is up-to-date with relevant details. - Offer journalists advanced notice to allow sufficient time for research and writing their stories. - Be available to address any questions or connect them with subject matter experts promptly. If you ever find yourself needing to request a correction from a journalist, I recommend checking out Allison Carter’s article on Ragan Communications and PR Daily titled, “So you need to request a correction from a journalist.” It offers some valuable tips that could be very helpful. Read the article here: https://lnkd.in/eWwjbTQ3 PS: Have you ever had to navigate a tricky situation in your industry? Share your experiences in the comments below. #PublicRelations #Journalism #MediaRelations #FactChecking #DoYourHomework