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Monthly Luncheon Report
(Nov. 9, 2005 PCC Monthly Luncheon)
Navigating the Media Waters
Part II
Suburban Reporters Presenting At November PCC
Meeting Encourage PR Professionals To Localize Their
Story Pitches
MODERATOR
Mert Silbar
President
Merton G. Silbar Public Relations
PANELISTS
Madeleine Doubek
Deputy Managing Editor
Daily Herald
John O’Brien
Assistant Managing Editor- Sports
and Features
Daily Southtown
Sheryl DeVore
Managing Editor
Pioneer Press Papers
Monica Schneider
Anchor/Reporter
CLTV News
PROGRAM SUMMARY
PCC November panelists (from
left): Monica Schneider, CLTV; Sheryl DeVore,
Pioneer Press; Madeleine Doubek, Daily Herald; John
O'Brien, Daily Southtown; and Mert Silbar, Merton G.
Silbar Public Relations (moderator); (photo by Ted Lacey).
Article by Sue Masaracchia-Roberts
Providing
evidence that there are a growing number of PR professionals working in the
suburbs, about 80 attended the first regular PCC meeting held outside of
downtown Chicago. The Magiannos at Old Orchard in Skokie was the site of the
November meeting, which focused on the suburban press, a continuation of
"Navigating the Media Waters," which was held in Chicago in October.
The
presentation was moderated by long time PR Agency exec and PCC member, Mert
Silbar, president of Merton G. Silbar Public Relations. Covering the entire
span of the Chicago suburban print and cable television realm, panelists
included: Madeleine Doubek, deputy managing editor for Illinois' third largest
daily paper, the Daily Herald; John O'Brien, assistant managing editor
for sports and features at the south suburban-focused Daily Southtown;
Pioneer Press managing editor Sheryl DeVore; and CLTV - Chicagoland Television (WGN-TV's
13 year-old cable outlet) reporter/anchor Monica Schneider.
The
discussion opened with the topic of whether bulging press kits are still
relevant to today’s reporters and editors.
Monica Schneider
Discussing
press kits, CLTV's news anchor and reporter Monica Schneider bemoaned "the
number of trees killed in vane," saying, "It is helpful to get information when
we request it, but otherwise these kits get thrown away." According to her, many
of the real headlines are buried under a lot of extraneous material. "In order
for a story to get covered, it must have NEWS value - like being the smallest
mall on the planet." She is an anomaly as an anchor because she not only
develops many of her stories, but she actually looks for buried facts to find a
core story in the releases she receives. However, she cautions PR people to make
sure that what they are sending is in fact news and not an ad for a client. She
defines news as a way of informing the public about things that are new and
interesting.
Being
short-staffed, what she would really like to receive from PR people is a one
page release that has a headline, contact information (day and night) and great
newsworthy information. As is the case with most reporters, they have limited
time and many stories to find and fit in. Stories MUST have merit.
Schneider
also urged those present to pitch stories to the formats where they really work
- like a food story to a "Good Eating" show or a financial story to "Your
Money." Those are venues that offer more opportunities for profiling business
ventures.
If the
story is an ethnic one, like one with a Latino focus, send it in English. As a
Tribune property, they are working on developing experts in ethnicities, but
that has not yet entirely happened.
She
prefers being contacted by e-mail: mhschneider@tribune.com.
Madeleine Doubek
As deputy
managing editor and the recipient of several national and state awards,
including a Peter Lisagor award for her coverage of the Palatine Brown's Chicken
murders, Doubek says that e-mail is also the best way to contact most reporters
at the Daily Herald. Her contact information is mdoubek@dailyherald.com.
She
appreciates a follow up phone call, but warns that not all reporters appreciate
that. To her, it is most important to provide her with human stories from the
towns the publication serves. Its 150,000 readers come from a broad range of
backgrounds and interests, which means PR people have a better chance in placing
a story if they can point out a local angle and local contacts.
"Knowing
our towns and providing names with towns - like "Arlington Heights resident John
Doe…." - is HUGE! Nothing, however is more important to the news value of a
story, "she said, adding that, although the Daily Herald does not offer a
guidebook on what they are looking for, it is of paramount importance to
consider the needs of the paper's readers. "Include important information
and prioritize it," she added. "The name of an expert lawyer is more important
than the name of his firm. You need to explain to our readers why this person or
item is being included in the story."
As for
lead time, "the sooner the better," with at least a week or two being the
minimum before an event. "Do your homework in advance and send a story to only
ONE reporter - or contact me and ask who the best person is to contact," she
said. In addition, if there are multiple hooks, send the story to her and
she will forward them to the appropriate reporters
As far as
ethnic opportunities, the Daily Herald also publishes Reflejos, a
departure from most Spanish-language publication since it is used as an
educational journal for schools. Being bilingual, its English and Spanish
stories are side by side, helping with communications. Send releases in English,
as the Daily Herald can have releases translated, but make sure there is
a good news peg.
John O'Brien
A native
of Oak Lawn, John O'Brien is back in his own "backyard," after serving as bureau
chief and reporter for the Champaign-Urbana News Gazette before joining
the Daily Southtown in 1998. He is in charge of six reporters and editors
at this paper, which serves Chicago's southern suburbs, along with a sports
staff and an award-winning weekend section.
He likes
e-mail but does not open attachments; don't send them! This includes electronic
press kits, photos and graphics. "Put the most relevant information up
front in the body of the e-mail, including the name and town of the person we
are interested in," he said, adding, "and don't follow up with a call! We get
hundreds of e-mails a day. If I am interested, I'll forward your information on
to the appropriate editor and someone will call YOU if we are interested."
Stressing that the ONLY way to contact him is electronically, he says there is
not good time to call. O'Brien is "either in meetings, preparing for a meeting
or meeting a deadline; I can read e-mails at my leisure and they can be
forwarded."
O'Brien
stressed that his interests are all about relevance to a story and to his
publication. Expertise, he agrees is more important than a company name.
He can be reached by e-mail at jobrien@dailysouthtown.com.
Sheryl DeVore
With 63
papers in circulation, Pioneer Press is one of the papers, including the
Daily Southtown, La Luz and North Shore Magazine, owned by Hollinger
International, the owners of the Chicago Sun-Times. Having worked with
Pioneer Press for more than 20 years, as well as having taught journalism at
Northwestern University, she also has authored three environmentally-related
books and is the recipient of numerous writing awards. DeVore has worked on
several Pioneer Press editions in a variety of capacities. She has worked on all
sides of the publishing business prior to becoming a managing editor, including
doing work in marketing and public relations.
DeVore
agrees that stories must be newsworthy, but added that, "if the specific name of
a law firm is not in the story, we have not done our jobs. We live for accuracy
and for being complete. Omitting information changes the tenor of the story. We
never intentionally remove names or specific titles and organizations."
If someone
pitches a story via e-mail with a town mentioned, if it is not local to her
edition, she'll send it off to the appropriate editor. However, she highly
recommends PR people get to know the editors and reporters and what they cover.
Know who covers mental illness, who covers the environment and who covers home
and design. Read the paper and look for reporters' names and the names of
editors.
If you are
working with a charity, send information and photos to Dorothy Andries in the
"Trend" section; she covers those events exclusively for Pioneer Press. Pioneer
prefers to send its own photographer, but may take photos taken by benefit
photographers if they are high resolution ".jpg" files.
Send items
to editors or reporters involved in the sections where the story fits. Pioneer
is a community-based group of papers interested in what people in the community
want to know about their local communities. Contact DeVore at devore@pioneerlocal.com.
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