The Power of Data for Storytelling

datapicData journalism is the fastest growing area of reporting, transforming the way journalists do their jobs and the way companies communicate their stories. In this new environment, companies must learn how to better articulate their narratives, understand the difference between good and bad data, and uncover the most compelling data from their experiences serving customers and growing their businesses.

The Power of Data for Storytelling brings to Philadelphia four of the nation’s top data journalists to share their views on how they report, visualize, and use data to tell their stories.

Join moderator Greg Matusky as he interviews:

  • Steve Lohr, Author and Technology Reporter, New York Times
  • Frank Bi, Data Journalist, Forbes
  • Paul Cheung, Director of Interactive and Digital News Production, Associated Press
  • Erika Owens, Program Manager, Knight-Mozilla Opennews

WHO SHOULD ATTEND
C-LEVEL • DIRECTORS OF COMMUNICATIONS/PUBLIC RELATIONS/MARKETING • MARKETING DECISION MAKERS

WHAT YOU WILL LEARN
HOW STORYTELLING IS BEING TRANSFORMED THROUGH DATA • WHAT KIND OF DATA REPORTERS VALUE • WHAT IS GOOD DATA VERSUS BAD DATA • HOW REPORTERS FIND DATA AND CONVERT IT INTO A STORY • WHAT ROLE YOUR COMPANY PLAYS IN REPORTING DATA TO THE MEDIA

This is a free event hosted by Gregory FCA.
Date and Time: June 4, 2015 – 5-7PM
Location: 3260 South Street, Philadelphia, Pennsylvania
Register now, here!

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Setting the Record Straight: How to Pitch Denise Nakano

nakano2Whether she is broadcasting from a breaking news scene or anchoring from the studio, viewers of NBC10 News are familiar with Denise Nakano.

Nakano joined NBC10 as a weekend morning anchor in 2003. Twelve years later, she is now one of the Philadelphia-markets most established broadcast journalists. She reports during the week and anchors NBC10 News on weekend evenings.

Prior to joining NBC10, Nakano was a general assignment reporter and substitute anchor at KCPQ in Seattle, Washington.

Recently, Nakano spoke to the Philadelphia Public Relations Association’s Adam Dvorin on her likes and dislikes when working with public relations people.

Have an idea? E-mail Nakano at denise.nakano@nbcuni.com or tweet her at @DeniseNakanoTV.

“The best story idea I ever received from a PR person is one that didn’t come to me through a mass email, but one where we worked together to tell a story.”

Question: What is the biggest thing you look at when considering a story idea?

Answer: Viewer impact is critical to any story we cover. I look to how many people the story will affect, why people should care, and how the viewer would benefit.

In many ways, we are the deliverers of a product. The more people can relate to a news story and benefit from it, the better job we’re doing.

Q: When you open your e-mail to look at a story pitch, how much time do you spend looking at it?

A: The first thing I look at is… does this appear to be a mass email or is it directly addressed to me. I don’t give it a second glance if I feel as if I’m on a long list getting the same pitch.  Even then, email story pitches rarely catch my eye.

Q: Would you consider a story idea from Twitter?  Facebook?  Phone only?

A; I find that I’ve considered more story ideas from Twitter than any of the above. Got a good story pitch? DM me!

Q. What would you advise a PR person avoid doing when pitching you?

A: I’d advise a PR person to avoid sending multiple pitches about the same client, over and over. For example, I frequently get emails about education related stories, but it always involves the same school.  Those go straight to the delete file.

Q. What are the best and worst times to reach out to you?

A: Best time to reach out is anytime by email. Or if the story is breaking, or involves a scoop, contact anytime! Worst time is during a reporter’s “crunch time”. It differs depending on a reporter’s shift, but you won’t get a favorable response reaching out when a reporter is on deadline.

Q: What is the best story idea you ever received from a PR person?

A: One that didn’t come to me through a mass email, but one where we worked together to tell a story.

Q: What other advice would you offer to PR pros?

A: Establish personal relationships with reporters and know each one will want something unique… an element that sets their story apart from the rest.

This post was written by Adam Dvorin. Adam is Media Director of Winning Strategies, a New Jersey-based communications firm.  He is a Membership Co-Chair of Philadelphia Public Relations Association.  He can be reached at @adamdvorin on Twitter.

Breaking the (News) Cycle

newsIn 2013, the nation sat on the edge of their seats as an image of a man with a backpack was blasted across nearly every television news station in the country. The image went viral on social media and via major media outlets, who pegged this man as a suspect in the Boston Marathon bombing before issuing a retraction.

That wasn’t the only mistake involving a high-stakes story: media outlets have found themselves at the center of controversy after incorrect reports involving the shooting of former Rep. Gabrielle Giffords of Arizona in 2011, the Supreme Court health care ruling in 2012, and even the recent arrest of real-estate heir Robert Durst, who was mistakenly identified as former Limp Bizkit frontman Fred Durst. As long as there has been news to report, there have been mistakes.

With the media market becoming increasingly competitive, is the pressure to be the first to break a story leading to impulsive reporting – and can we really blame them for trying?

If You’re Not First, Are You Last?
From the score of the game to the weather report to the latest updates on a big story, people rely on the media to provide them with news as it happens. With each network constantly watching one another, the pressure is on for news organizations to be the first to break a story, making it increasingly difficult for news outlets to determine how long they should wait before releasing information.

According to one producer at a local major network affiliate, the pressure to be first may be a bit shortsighted. “Think about the high-profile local and national stories that have broken in the past few years, from the DNC coming to Philadelphia to the Boston Marathon bombings to 5, 10, 20 years back. People most likely won’t remember which news outlets broke the story, but they will remember which ones got it wrong,” he says, adding that while there is definitely pressure to break the story, the real pressure is to make sure you have credible sources to reinforce your facts.

A Catch-22 in a Changing Media Landscape
The public used to get their news by picking up the morning paper or tuning into the nightly news. Now, we’re surrounded by breaking stories, everywhere we turn. Print publications have gone digital, broadcast outlets are increasing the frequency of their newscasts, and social media has exploded with journalists of every medium turning to Twitter to report from the field.

According to the producer interviewed for this post, it’s much more difficult to latch onto an exclusive story today than it was in years past, and that’s where the pressure comes in – if you’re not reporting the news the fastest, you’re not perceived as a leader. But, if you hastily report something erroneously, it chips away at the credibility of your news organization.

Crowdsourced Investigations
For every well-researched piece, there will undoubtedly be a version from Joe Smith who turned to Twitter to report his firsthand account. A few retweets later, and the facts have become clouded and the rumor mill has officially begun.

In fact, the opening paragraph of this blog post refers to an image discovered by Reddit users that went viral.

With social media fueling crowdsourced investigations, it can be difficult to discern the facts from what’s trending. According to the network TV producer, “Things happen first on Twitter – before a story is reported on TV, online or anywhere else, someone has tweeted about it,” he says. “That’s both good and bad.” While he notes the importance of sharing breaking news as it happens, he stresses that news organizations have a responsibility to vet their sources before reporting updates.

“The same policies that we abide by in the newsroom have to apply on social media. As journalists, we must adhere to rules and policies so the information you’re putting out there is accurate,” he says.

For example, imagine the same Twitter-happy Joe Smith posts a fictional update about a breaking news story. In researching the story and potential sources, a reporter from an accredited print, broadcast or online news organization hits retweet using his or her professional account. Suddenly, Joe Smith’s post may be considered credible by the Twitterverse – even though the reporter did not post it directly, it’s still loosely attributed to the reporter and his or her organization.

The Takeaway
Errors are possible in any line of work. With each mistake comes an opportunity to remind ourselves of best practices so that we and our friends reporting from the front lines of the media can continue working together to provide the public with timely, accurate and pertinent information. Here are some reminders for PR professionals:

  • Think before you jump on the hashtag bandwagon. Just because a trending hashtag seems like the perfect fit to promote your brand, proceed with caution. Do some research first, or you may end up digging yourself into a social media hole that’s difficult to escape.
  • Consider the source. Just like our journalism-minded colleagues, PR pros must take into account the credibility of a source before pitching it. Rely on reputable websites, accredited organizations and subject matter experts to build your case as to why your story is newsworthy.
  • Be mindful of your own professional responsibilities. You owe it to yourself and the journalists with whom you work to provide accurate information in a timely manner. Don’t rush to give a reporter a quote or to confirm or deny something in a crisis situation. In the breaking news arena, honesty really is the best policy. Get the facts as quickly as you can, confirm those facts, and then comment.
  • Proof your work. With shrinking newsrooms, print and digital outlets often rely on news releases to bolster their editorial content. Make overworked editors’ jobs easier by proofing your release, checking your facts and including the most up-to-date and accurate information possible before hitting ‘send.’
  • Own up to your mistakes. Regardless of how hard we try – how many sources we use, how many times a journalist fact-checks a story, how many steps we take to ensure the information we’re putting out there is accurate – mistakes are bound to happen. The real takeaway is that we must be held accountable for our actions, even if that means falling on our proverbial swords. The main goal is to communicate with the public and provide them with the best information we have available, so when our efforts fall short, we should acknowledge our missteps and commit to doing it better next time.

Have you committed any media blunders? What have you learned from your experiences?

Jen Micklow is a senior account executive at Thomas/Boyd Communications, a leading woman-owned public relations firm specializing in strategic communications for clients of all sizes in a variety of industries. When she’s not communicating clients’ key messages to tailored audiences, securing media placements or writing carefully crafted content, Jen can be found hunting down a big sale or cozying up with a good book. Connect with Jen on LinkedIn, like Thomas/Boyd on Facebook or follow the company on Twitter @thomasboydpr.