Orlando Business Journal reporter Anjali Fluker is next up in our “5 Questions With” series, where we ask journalists to shed some light on pitching, reporting and journalism. An award-winning journalist, Anjali covers real estate, retail and minority business for the OBJ. Prior to coming to Orlando, Anjali covered economic development for Crain’s Detroit Business. She’s also worked as a community reporter for the Detroit News and as a sportswriter for the Times Herald in Port Huron, MI.

Without further adieu …

1. If you could give PR people one piece of advice, what would it be?
Research your client as well as the publication/news source you’re pitching to before you make a call. If you don’t know or understand what your client does, you look like an idiot. And if you don’t know what the publication is about, the reporter gets insulted.

2. What do you think non-journalists would be surprised to learn about journalists?

We love food!

3. What do you think about the integration of social media and journalism? Good, bad, indifferent?

I think social media has both its ups and downs in journalism. On the upside, it sometimes makes it easier during our newsgathering phase, if we can find better sourcing and tips through Tweets & Facebook. But there’s also the downside that some news organizations are starting to believe that the real “news” is what’s being discussed on social networking sites. That means they’re spending oodles of time on one subject and not getting enough information on other stories of value. Additionally, it could get people in trouble if they use social networking sites as a source and don’t back it up. There’s a lot of drama & hating going on in those places.

4. How do you prefer to be pitched?

I prefer e-mails with information that relates directly to what I cover and our publication.

5. What’s the worst pitch you’ve ever received from a PR person?

There are way too many to name! Too often, I get e-mailed press releases that are full of company slogans and jargon, and then a follow-up call from an account exec who has no idea what his/her client’s real news is when I ask more questions. Just ask a few questions and maybe you’ll find a story that’s real “news.”

Why won’t that reporter return my phone call? Why is he not answering my pitches on Twitter, Facebook and LinkedIn? Why isn’t she interested in my story?

If you’re in the business of pitching the media, odds are at some point or another you’ve asked yourself at least one (and probably more) of those very questions. As PR people, we’re constantly trying to understand the inner workings of a journalist’s thought process.

Well, we decided to go straight to the source. Say hello to “5 Questions With …” — a new, semi-regular feature on our blog where we’ll ask journalists to shed some light on pitching, reporting and journalism.

5 Questions with Mark Joyella

To kick things off, let us introduce you to Mark Joyella, Twitter’s @standupkid. Mark is an Emmy-winning reporter and writer, and the editor of StandupKid’s Local TV News, a blog dedicated to tracking the evolution underway in local television. Mark began his career at KJCT-TV in Grand Junction, Colorado, and moved on to stations in Savannah, Birmingham, Miami, and New York City, where Mark reported and anchored at FOX owned-and-operated station WNYW. In NYC, Mark also earned bylines in the city’s legendary New York Post.

1. If you could give PR people one piece of advice, what would it be?

Learn how reporters actually do their jobs, and be willing to forget what you may have always thought. And be flexible. Reporters today, especially television reporters, are doing far more in a typical day than they used to, and they’re juggling stories and switching gears constantly through the day. That makes reaching them–and pitching them–a tricky proposition. A reporter may be at their desk in the morning searching for a story, they may have a great talk with you on the phone, and you may tell your boss or client that you’ve got a TV story in the works…and then an inmate punches a lawyer in a courtroom. Reporter has a new story.

It’s not personal. Stories change fast and all the time, and often, the reporter has no control whatsoever. Newspaper reporters may write up the story, tell you to check it out in the paper tomorrow, and then it’s not there. They may not even know why editors pulled it… It’s frustrating.

But believe me, getting angry at a reporter for “promising” and not “delivering” is a wasted effort. All kinds of things can happen. Get in touch with them and find out what happened. But don’t go into it angry–and don’t assume the reporter had anything to do with it, or that the reporter was playing with you during that early-in-the-day phone call.

Reporters love to tell stories, but they don’t always get to stay on the stories they start, and they don’t always get to do the stories they want to. And things change constantly. Be flexible and understanding, and you’ve got a great shot of getting back on their agenda as soon as they can.

2. What do you think non-journalists would be surprised to learn about journalists?

We’re really not out to get people. We do that, sometimes, sure. But the way to deal with reporters is not from a place of “they’re dangerous, we’ve got to keep control of them at all times!” Now sometimes, you do need to be very careful. If 60 Minutes calls, think very carefully about who’s doing the talking and what you’re going to say. But if a reporter calls who’s working on a day-of-air story and thinks you might have someone who could be a part of the story, don’t automatically assume this is a “gotcha” scenario. It could work really well for both of you.

But again, think like a reporter. They may be on a crazy tight deadline. They can’t (usually) wait until tomorrow. They’d rather talk to a real person than a spokesperson. They don’t want to be asked “what’s your angle?” Or “what questions are you going to ask?” Better: “oh, what’s your story and what are you looking for?” And if you’ve got an idea the reporter hasn’t thought of (say it’s a story about mall security and the reporter calls asking to talk to one of your clients. Maybe you have another client that has had great success with a new way of screening mall security guards. Pitch THAT. (But be ready to move fast once you’ve got the reporter’s attention. Their next question will be: “can we come over right now?”

And don’t wait for them to call. You can watch the news in the morning and have a good idea of a few of the stories reporters will probably be doing that day. If there’s a confirmed case of swine flu, reporters are looking for stories. If you have a doctor who’s done groundbreaking research, don’t spend the afternoon writing up a news release and planning an availability tomorrow. The story is happening TODAY. Call a reporter and say, hey, “I’ve got a guy…” (And be specific: “I’ve got a guy who’s done research into swine flu and he can say that…”)

3. What do you think about the integration of social media and journalism? Good, bad, indifferent?

I can’t get enough of it. It’s happening, and it won’t stop, so there’s no point even talking about not doing it. I’m on Twitter all day long, and use it to get a sense of what people are talking about (story ideas), to reach out to people for help with stories I’m doing, and to tell people about my stories. It’s invaluable.

In the past few weeks, I’ve seen stories cross my radar on Twitter first, then on traditional news sources. People tweet “I think I just felt an Earthquake” minutes before the Associated Press or CNN report a quake. It’s fascinating–and it’s fast. (Did I mention we journalists like fast?)

It also helps me find experts and interview subjects fast. I tell networks that I’m looking for a wheat farmer, or a botanist, or a person who’s in foreclosure, and I hear back from people within minutes, even seconds. That’s critical when I’m on a tight deadline. And when I’m in the field, my office phone is about as useful as a piece of cinder block. I’m on my cell and my laptop. It’s a great way to reach me.

4. How do you think people will get their news in 10 years – and what role will newspapers play in this?

Good question. I don’t really know. Newspapers will be a part of this, as will television. But the papers, like the New York Times, will probably not be focused on that printed version, and the television news will not be as focused on TV stations. The internet will be involved in all of it. The days of come home and watch a half hour of what the TV folk think is news at 6 o’clock is going to end. And that opens up massive new opportunities for pitching stories and getting information to people. Stories can be told across many platforms, from print to broadcast, to the web. News is going where people are, and for the most part, they aren’t sitting in front of the TV at 6 or 11 like they used to, and they aren’t sitting at the kitchen table reading a newspaper like they used to.

5. What’s the worst pitch you’ve ever received from a PR person?

The worst pitch I ever got was written by a PR person who clearly didn’t know me or what I do for a living. The person sent me a cover letter–at my TV station–with an opening line that promised a story of great interest to my “readers.” I immediately felt like I was holding a mass mailing that wasn’t even customized enough to have a print vs. broadcast version, let alone a letter really addressed to me. I didn’t read the rest.

Be specific, and choose specific reporters for specific reasons. Nobody likes to get a pitch every reporter in town is getting. Give something to one reporter and that reporter will be very very interested in the story nobody else has. (If it’s a story!)

We’d like to thank Mark for taking time to answer our questions. Now, we want to hear from you. What do you think about this feature? What questions should we ask journalists?

A recent AP story explored the panic that ensued when teens were forced to unplug at summer camp. Evidently many outdoor camps don’t allow cell phones, laptops or iPods, and there are no computer labs. Campers were so nervous about the experience that some even tried to smuggle in phones or bring in multiple devices in case one was confiscated. The parents were equally anxious with the change, as they had grown accustomed to constant contact with their kids.

The article goes on to quote several campers who explained that the break was a positive experience and that they had fun doing other things. But what happened when the campers returned to civilization? Did they give up texting or Facebook?

Nope – they just had more friends to stay connected with.

While the article raised some concerns about my children soon asking for their own cell phones, the real takeaway for me was how much the next generation incorporates technology into their lives. Businesses that aren’t taking this shift seriously and translating their brand online are going to find out that they don’t have a means to communicate with new customers. The “marketing toolbox” has expanded dramatically in a very short period of time … and knowing how to incorporate traditional tools with new ones is critical for sustainable business growth.

Photo: ninahale

There’s been a lot of chatter recently about companies that don’t “get” social media … or that are using it wrong … or only enter when forced by a crisis. (Dominos anyone?)

Well, don’t be mistaken. There are plenty of companies who do get it … who are using Twitter and other social media tools to engage current and potential consumers.

One example: Teleflora. Just look at this series of tweets from last week.

That simple gesture — engaging one person with one quick tweet — sets Teleflora apart. It differentiates them from all the other flower delivery services out there. Now, let’s be realistic. This won’t lead to a sale tomorrow (I don’t need to order anyone flowers), but you can bet that the next time I need to send flowers, Teleflora will be at the top of my list.

Isn’t this what social media is all about? We’ve all heard about Comcast and JetBlue. What are some other examples of under-the-radar companies engaging in social media? What are they doing that works?

This past weekend, I went to Charleston, SC for a mini-getaway. (Side note: What a beautiful city. If you haven’t had a chance to visit, I highly recommend it!!)

Since this was my first visit to Charleston, I wasn’t sure where to eat or what tourist attractions to visit. I could have asked the hotel concierge or checked out the visitors’ guide. Neither of those won out. Instead, one “old school” tactic and one “new school” tactic helped me experience the best of this impressive place.

First, we needed to eat. We searched the Yelp iPhone app, which produced a list of suggested restaurants – some with excellent reviews and some with warnings to stay away. Blossom came very highly recommended on Yelp. And, once again, Yelpers came through. The meal was a-maz-ing.

Then, we went old school. We wanted to take one of those horse-drawn historical tours of Charleston. On one street corner, we found a vendor handing out flyers to passersby. Well, the guy seemed nice and the flyer made them sound like the best option in town … so, that’s how we chose this vendor over the others. Pretty, simple right?

Here’s the point: It doesn’t matter how you reach your potential customers … as long as you reach them. Yelp, Twitter, Facebook, flyers, direct mail – those are all just tools that make it easier for customers to find you. As marketers, we need to make sure we’re incorporating the right tools so people can easily find our companies. (Hint: A static, corporate web site is not enough.)

How about your company? Hard to find or easily accessible? What are some innovative ways companies are using tools – old or new – to be more “findable?”

Photo Credit: Bill Ward

You’ll often hear PR people — especially those who have been burned in the past — remind clients that there’s no such thing as off the record. This post isn’t about whether that statement is true or not; instead, it’s about the fact that what’s considered “on the record” just expanded. And PR people, brands and individuals engaging in social media need to take notice.

This morning, Jason Falls tweeted that he was quoted in article about social media in the Tennessean. Actually, a statement he wrote on his blog was attributed to him as a quote in the article. Understandably, Jason wasn’t sure how to feel about that. The article didn’t include a link back to the original post — nor did the writer (who at first glance appears to be new to social media) disclose the fact that the statement was taken from a blog post.

A couple weeks ago, GlobeSt.com posted an article about incorporating social media to market apartments. The article featured Urbane Apartments as one example of a company embracing social media and included information taken from Eric Brown’s blog. The difference between this situation and the Tennessean is that the GlobeSt.com reporter embedded links to numerous Urbane social media sites. And, instead of reporting that Eric said the quote, the journalist said Eric wrote it. From the article:

“Urbane Apartments and Urbane employees twitter regularly,” he writes. “To further integrate we started the Urbane Lobby, where residents can meet and greet, trade pictures and videos and socialize on line. And we manage and power a blog aimed at our residents, all designed around our target demographic local brand recognition.”

Is this a new trend in journalism? Is it a result of overworked reporters who simply need to find information quickly and don’t have time to conduct traditional interviews with every source? A study released this morning by PR Newswire found that journalists who don’t participate in social media are in the minority. That means the trend of quoting statements made on socialized media isn’t likely to go away any time soon.

So, how should people who participate in social media respond? Well, the answer isn’t to stop talking. Instead, consider these two important pieces of advice:

• Nothing is private. As Peter Shankman likes to point out, “privacy died 30 years ago.” With cameras on cell phones, video recorders and microphones embedded in laptops and the open nature of social networks, anything you say or do is fair game — like it or not. So, control what you can. Understand that what you tweet, blog or comment may very well end up in a newspaper. And, if you’re not comfortable with it being in a newspaper, don’t say it.
• Be a good social media neighbor. Give “link love” — and hopefully, you’ll get it back in return. As this becomes a “best practice” in social media, journalists will understand that if they lift a quote from a blog or other social space, they should have the common courtesy to provide a link back to the original source (just as GlobeSt.com did).

I tweeted with a few people about this issue this morning. As John Sternal pointed out: “If it’s picked up from a blog, then yes that should be cited or stated. It’s on the record but it still should be cited.” BJ Fischer said, “On the record is on the record.”

The general consensus seems to be that reporters should disclose if they’ve taken a statement from a blog, but that bloggers need to understand that what they write may end up in the paper. (I also reached out to the Tennessean writer, David Bohan, via Twitter; however he hasn’t tweeted anything since March 17. If I receive a response, I’ll update this post.)

What do you think about this new trend? Is it a positive advancement or a step backwards for journalism? How would you feel if a reporter quoted something you wrote on your blog?

This week, we’re attending the Ragan/PRSA Social Media for Communicators conference in Las Vegas. Sessions include discussions about podcasting, creating online communities, social media on a budget and crisis communication in a Web 2.0 world. Plus, presentations from Tony Hsieh (CEO of Zappos), Peter Shankman (founder of HARO) and Josh Bernoff (president of Forrester research). After the event, we’ll post a recap to the blog; however, if you want to know what’s going on in real time, click here for my live tweets or here for the whole stream of updates from everyone in attendance.

Also, if you have questions about social media, leave them in the comments, and we’ll do our best to find the answers for you.

Photo: Flem007_UK