Posts Tagged ‘Tyra Haag’

No “Easy” Button When It Comes to Social Media

Tuesday, July 27th, 2010

by Tyra Haag

Each weekday, PRSA Issues and Trends, an online publication of the Public Relations Society of America, reports top industry news related to the field of PR along with current events, professional development opportunities and job resources — just to name a few. 

Since subscribing to this national e-newsletter listserv, I’ve noticed a clear trend—it seems more than 50 percent of the top industry news stories revolve around social media, its impact on the field, controversies surrounding it and best practices.

One such news story led me to Willis Wee’s recent blog post on 30 Social Media Business Case Studies. He compiled 30 business case studies (good and bad) during the past year and how each utilized social media platforms to achieve their goals.

For non-profits, social media platforms have the potential to increase not only brand awareness but also the bottom line if utilized strategically.

How Non-Profits are Using Social Media for Real Results details how non-profit leaders from around the country are using social media to achieve business objectives.

And who would’ve thought the folks at Harvard and Northeastern University would team up and research mood trends experienced throughout the day via Twitter? Researchers from these institutions recently published Pulse of the Nation: U.S. Mood Throughout the Day Inferred from Twitter. Within their site, you’ll find a time lapse video of actual Twitter mood variations, with the happiest tweets occurring during the early morning, late afternoon and weekend hours.

Although several businesses have jumped on the social media bandwagon, it’s important to keep in mind that there’s no such thing as an “easy” button when implementing these platforms. To achieve the most effective social media campaign goals, it takes a clear plan and supporting strategy, so that effort put into utilizing these tools is time well spent—not wasted.

If you have questions related to navigating the waters of online communications, I encourage you to visit Interactive Springboard.

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Media Relations: What Works (Part 2)

Tuesday, May 18th, 2010

Tyra Haag--Resize small    By Tyra Haag

To continue last week’s recommendations for managing a strong media relations program, consider the following additional points:

-Understand media outlets’ decision-making:

  • If your story doesn’t air or get printed on the day they say it will, gently find out what happened and determine if there is an alternate plan for it to be carried. 
  • If a reporter or outlet has committed to attending your event, but doesn’t show up, find out why, but don’t behave in a blatantly upset manner. All newsrooms have a “board” of what they plan to cover that day—sometimes particular events or stories make the chopping block due to last-minute scheduling changes, breaking news or even crisis events that take precedence.
  • Every paper and TV station can’t cover every story you pitch, so don’t play your hand too much.

-Come prepared:

  • Have a media kit ready at all events, and always be on time.
  • Prepare talking points for your client, CEO or other spokesperson well before an interview, and if needed, run through a practice session or two to help that person prepare for on-air / on-the-record interviews, particularly if the subject matter is complicated or sensitive.
  • Be known for your good follow-through—return each and every phone call or e-mail in a timely manner.

-Be social:

  • According to the latest Infinite Dial study by Arbitron and Edison Research, the Internet has surpassed TV as the “most essential” medium.
  • All news outlets and most media personalities use Facebook and Twitter daily. Request to be their friend and start following them on Twitter. Pay attention to what they discuss and how they cover certain situations.
  • Give kudos when you really mean it, especially if a story has affected you in a certain way, but be sincere about it. Brown-nosing is not the way to keep in touch.

-Be a resource:

  • Send non-client related info when appropriate if you think it’s newsworthy.
  • If someone from the media calls asking about another organization in the area that isn’t your client, be helpful and guide them to the appropriate contact. 

-Show your appreciation:

  • A card, cookies or a lunch date are great ways to show your gratitude.
  • Accompany clients to interviews (when appropriate) to get some quality face-time and to inquire on whether or not anything else is needed.
  • Remember to thank them for covering your story.

In a nutshell, any organization’s relationship with the media is not a one-way street. You must give in order to receive, or as Jerry McGuire implored, “Help me, help you!”

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Media Relations: What Works (Part 1)

Tuesday, May 11th, 2010

By Tyra Haag

Engaging the media in an appropriate way leads to a stronger working relationship—not to mention gaining fair and positive coverage from time to time.  In the constantly evolving media landscape, being a media relations pro means more than just knowing how to write a good news release.  Here are a few insights I’ve learned along the way.

-Listen to what they want:

  • If one media outlet prefers harder news, don’t bother them with purely feature-oriented material. 
  • The most courteous question to ask a reporter, assignment editor or news director is when to contact them—i.e. day of the week, time of day, etc. Daily morning and afternoon meetings are always set in stone, so find out what times those occur so that you can avoid contacting them at an inopportune time.
  • Several media folks rely on news releases and advisories sent via e-mail. Long gone are the days of faxing a release (although most outlets still allow you to communicate this way). Most also prefer that a release be sent in the body of the e-mail rather than as an attachment to avoid your message getting spammed.
  • Keep releases one to two pages in length and advisories to a page or less.  Create a substantive “hook” for the subject line and make the first paragraph interesting enough to keep them reading.  Editors receive hundreds (or more) announcements, pitches, news releases and advisories a day. Make yours grab their attention.

-Find out what frustrates them:

  • Nothing seems to aggravate newsroom professionals more than a product placement disguised as a news pitch. Advertorials and news releases don’t mix, so don’t confuse the two.  Also, include a human element to your pitch or release when possible.
  • Show sensitivity to media outlets’ competitive concerns relative to other media. Don’t expect the media to care about you or your clients if you aren’t even familiar enough with who they are as a news organization and what kinds of audiences they specifically serve.
  • Admit if you’ve made a mistake and move on—no sense in dwelling on what might have been.
  • Any media outlet’s goal is to cover news and generate content that their own audiences will find of keen interest, so if your story isn’t newsworthy, don’t expect them to cover it.
  • Avoid asking for too much during “sweeps” months—lunch date, station tour, etc.

-Do your homework:

  • Get on the radar screen of reporters who cover the “beats” or topics from which your clients have their own stories to tell.
  • Don’t blindly e-mail blast releases.  Make well thought-out pitches and send news releases and advisories to the appropriate contact; otherwise, get ready to be “blocked” from their e-mail list or risk your message getting deleted immediately without even being opened.
  • If an organization is hosting a “Media Training,” make every effort to attend. These forums provide a great way to gain knowledge directly from the source and meet the expert panelists.

Productive media relations require give and take – and it’s critical to take that process seriously. Be sure to check out next week’s blog post for more tips on what works in media relations.

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Wading through the green waters of environmental responsibility

Tuesday, April 27th, 2010

By Tyra Haag

As the late Michael Jackson instructed us to “Heal the world—make it a better place,” he may not have realized how complicated that task could be—for consumers and businesses alike.

With jargon like greening, energy efficiency, energy conservation, eco-friendly, sustainable, carbon-footprint and greenwashing (just to name a few), it’s no wonder most folks aren’t sure where to start when it comes to saving Mother Earth.

With the 40th anniversary of Earth Day on April 22, every social media site and Internet browser was chock-full of articles related to these very topics.

Some of the most intriguing articles I read included: “What Companies Need to Know Before Launching a Green PR Campaign,” “The History of Earth Day Plus How You Can Get Involved” and “Public Relations and Green.”  

As is sometimes the case with annual events, monthly holidays or days of the year devoted to anything under the sun, core messages can get lost in the mix. 

Consulting clients on how to keep their messages clear and their business objectives transparent, including sustainability efforts, are just some of the ways public relations practitioners guide their clients on how to be visibly and honestly impactful—not just in the interim, but for a long time to come.

Of course, Kermit the frog said it best when he sang, “It’s not easy being green.” But then again, everyone must start somewhere—professionally and personally.

To read more “In the Profession” blogs posts regarding environmental fodder, check out: Mary Beth West’s discussion on the “PR Impact of Externalities,” – whether environmental or not, and how the voice of public relations can enable organizations to balance their business objectives with serving the public good.

Similarly, last December I wrote about how corporate social responsibility makes a difference and included thoughts from Scripps Networks President John Lansing during a recent PRSA meeting. His message still rings true today—keeping the community around you healthy is the true return on investment.

Until then, here’s to wading through the green waters of environmental responsibility.

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Balancing Work and Personal Fulfillment . . . Monday and Every Day

Tuesday, February 9th, 2010

By Tyra Haag

“Sounds like someone has a case of the Mondays.” 

This is one of my favorite quotes from a brilliant comedy—the 1999 film “Office Space.” 

One way I avoid a “case of the Mondays” and achieve a greater work-life balance is to spend time volunteering in and around the Knoxville community.  Volunteering with great organizations like the Friends of the Smokies, Big Brothers Big Sisters and the Oak Ridge Playhouse  (just to name a few) not only fulfill me more than those I’m actually serving , but they also have allowed me to communicate with different groups in different types of settings. 

Spending time as a volunteer and being a good leader outside your company allows you to carry over those same qualities into your professional environment.  With the right mind-set and support system (thankfully, mine includes a wonderfully helpful, supportive and understanding husband), achieving a better work-life balance is possible. 

Of course, extracurricular activities outside the office should never be a substitute for professional development opportunities.  Employees always should have a thirst for knowledge and growth within their respective profession.

Simply put, happy employees are productive employees.  It’s certainly refreshing to work for an agency that encourages harmony between work and play, so that I can perform at my best.

For me, a better work-life balance produces greater productivity in the office, increased well-being at home and the opportunity to express myself through several creative outlets, so that when my alarm clock goes off on Monday mornings, this working mom doesn’t have a “case of the Mondays.”

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Corporate Social Responsibility Makes a Difference

Tuesday, December 29th, 2009

By Tyra Haag and Amy Schwinge

“No company can exist in a vacuum.” 

That’s the message Scripps Networks President John Lansing sent to attendees at a recent Public Relations Society of America (PRSA) meeting on Corporate Social Responsibility.  Lansing’s message was simple — keep a community healthy and you promote better employees, potential employees and a strong community.

Lansing’s main points included:

  • Success as a business is intertwined with employees and community
  • Businesses should be altruistic in nature
  • Keeping the community around you healthy is the true Return on Investment
  • A community is special because it’s intentional

Scripps Networks even gives their employees paid time off (PTO) to volunteer, which does not count against their vacation or sick days. 

Of course, this concept is nothing new to the folks at Green Mountain Coffee Company. In fact, the company gives employees 52 hours of paid leave each year to volunteer in any way they choose (in addition to their PTO, sick or vacation leave). 

Green Mountain Coffee Company also produces an annual Corporate Social Responsibility report every two years, and nearly half (45 percent) of all the company’s waste is recycled each year.

Green Mountain Coffee Company’s two main concerns are social responsibility (hunger / poverty reduction) and environmental responsibility (solid waste / energy use reduction).  The company even allocates 5 percent of their pre-tax earnings to these causes. 

Businesses have the power to be a positive change agent and Green Mountain Coffee Company is hoping other businesses will join in their efforts.

The bottom line:  make a difference and make a profit.

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Tap into traditional and online social media

Thursday, November 12th, 2009

By Tyra Haag

Out with the old, in with new, eh?  Not so fast.  Although social media is here to stay, traditional media is still an effective way to get your public relations plan in sync with your 2010 business objectives.

In order to develop and implement creative, engaging content, businesses must be willing to wear both traditional and social media hats. 

Among the benefits that businesses will realize from social media are increased brand awareness and enhanced reputation.  Not to mention the fact that social media outreach is a cost-effective and efficient strategy – something especially worthy of taking advantage of in a weak economy.

But where does one begin? With just weeks left in 2009, now is an excellent time to begin planning how to maintain already established traditional media outreach (via TV, print and radio), yet enhance social media outreach efforts (via Twitter, Facebook, LinkedIn, Flickr, YouTube, etc.) 

This fall, our media relations team had the privilege to have one-on-one face time with several local media personnel to discuss this very topic.  Each of them told us the same thing.  In order to generate positive, informative media coverage, businesses must not forsake traditional media efforts, but must engage in online social media tools as well.

The statistics speak for themselves.  Facebook boasts more than 250 million active users.  Executives from all Fortune 500 companies are LinkedIn members.  Twitter claims an average of 17,000 tweets per minute.  Don’t believe us?  TwitterVision3D is a Web site that shows tweets from around the world in real time.

We’ve enjoyed working with our clients to integrate social media tools into their 2010 business objectives alongside their traditional media outreach and look forward to seeing how quickly those efforts pay off.

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Tyra Haag Joins Mary Beth West Consulting as Media Relations Coordinator

Monday, August 10th, 2009

Maryville, Tenn. — Mary Beth West Consulting, a public relations and reputation management consulting firm in Maryville, Tenn., announced today the addition of Tyra Tucker Haag as media relations coordinator.

Haag will assist in the oversight of local, regional and national media relations campaigns for the firm’s clients, which include accounts in the energy, science, education, housing, interior design, non-profit and consumer financial services sectors.

Prior to joining the firm, Haag served as project director and media spokesperson for the Metropolitan Drug Commission, a non-profit substance abuse prevention agency in Knoxville, Tenn.

Haag graduated with honors from the University of Tennessee – Knoxville in May 2004, where she earned dual Bachelor of Arts degrees in communication studies and Spanish. Haag received several recognitions while at UT, including the 2004 Greek Woman of the Year award and Miss Homecoming first runner-up. Haag also held membership in numerous academic and service honor societies. Her student internship experience while at UT included working as a newsroom intern at WBIR Channel 10, followed by an internship with Moxley Carmichael public relations firm.

Haag is an active member of the Junior League of Knoxville, most recently serving as editor of the League’s annual magazine and monthly newsletters. In recognition of her service, the League honored Haag as Volunteer of the Month in September 2008 and August 2006.

Haag’s other volunteer service includes mentoring for Big Brothers Big Sisters of East Tennessee and reading to children in Knoxville’s Lonsdale community. From 2007 to 2009, Haag served as chapter president of the Knoxville Area Alumnae Chapter of Alpha Omicron Pi. In 2005, Haag graduated from the Knoxville Police Department’s 40th class of the Citizen’s Police Academy.

Haag is a member of the Volunteer Chapter of the Public Relations Society of America and serves on the planning committee for the Friends of the Smokies Evergreen Ball, as well as the Knoxville coalition for All About Women. A Middle Tennessee native, Haag and her husband, Eric, reside in Knoxville with their son, Noah.

Established in 2003 and located in the Law Building in downtown Maryville, Mary Beth West Consulting helps clients advance their communications, relationships and reputations to meet business and organizational objectives. The firm’s services include integrated brand marketing communications strategies and campaigns; media, community and employee relations programs; social and interactive media strategies and program management; crisis preparedness; and special events.

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