Wow! Unless good journalism has changed in the last few years — come to think of it, maybe it has — most respectable reporters would be loathe to use canned quotes in a story of any substance. At the very least, they would want confirmation from that source that the quote was accurate. And using a prepared quote doesn’t allow for any follow up questions that curious reporters might have.

Anyway, if you are preparing a press release and hope that the reporter will use canned quotes, here a few guidelines:

1. Cut the fluff. Self-serving platitudes are the first thing to go. In newsroom, they’re called “throw-away quotes.” If they somehow make it into a story, they are the first to get cut.
2. Make it interesting. Don’t quote your CEO as saying the company has been around for 20 years or that sales are up 20 percent. Have him say something insightful, controversial or memorable.
3. Write the way he speaks. Some quotes from CEOs sound stiff and rehearsed. Try to make it sound like he actually said it.
4. Anticipate follow-ups. Think like a reporter. What else might be asked? Stay on message but provide answers to additional questions.
5. Offer to arrange an interview. Let the media know your source is available for questions. Providing quotes and then denying access to the source throw up a red flag.
6. Prepare your source.. If the media does call, go through a mock interview with your source. Ask the same tough questions the media will ask. Be confrontational, if necessary.

Well, I’ve changed my mind. It’s not that newspapers have made some remarkable comeback; on the contrary, some of the bigger chains are on the verge of financial meltdown because they have or soon will default on debt payments. More cuts could be forthcoming.

Rather than a challenge, I’ve come to view the slow demise of newspapers as an opportunity. With editorial staffs cut to the bone, editors and reporters are more desperate than ever for good story ideas. I’ve always felt that one of the most important roles a PR person can fill is to make life easier for journalists. The more you can do to provide background and access to sources, the better chance you will have of seeing your story in print.

A well-written press release that follows AP style and isn’t too company oriented is still a powerful tool. The major dailies will continue to develop their own stories, and the small community weeklies will print every word, assuming you follow basic guidelines. But I’ve noticed that some regional dailies — with declining but still significant readership — have become much more receptive to running press releases with minor adjustments. Photos, too, are more acceptable than they once were.

Of course, this is not to say newspapers still carry the influence they did, say, 15 or 20 years ago. You still need to include the Internet, with its myriad of social media outlets, in your PR mix.

What caught my attention during the hour-long discussion was the annoying little things we PR-types do that at best cause media members to roll their eyes and at worst to totally ignore us. Here is a sampling:

1. Not Being Prepared. Segall told of a recent instance when a PR firm sent out a timely press release his station wanted to follow up on, but no one was around to take his call. The story never happened.
2. Phone Calls. While every member of the panel said they welcomed phone calls, they warned members of the audience against calling on certain times and days. Establish a working relationship with individual media members and learn the best times to make contact. All said they check press release distribution services only occasionally.
3. Respect deadlines. Don’t call at 9 a.m. with a story that’s happening at noon, unless it’s major breaking news. Sounds like common sense, but the panel said it happens all the time.
4. Long Press Releases. More than a page of two or is big turnoff. No one has time to plow through a short novel. A catchy headline and strong opening paragraph are the key to attracting attention. Fancy logos and clever layouts are more distracting than helpful.
5. Not Knowing What the Media Wants. Too many times, editors and reporters are pitched story ideas they would never consider doing. Study a publication such as The Philadelphia Business Journal to understand the kinds of stories they do.
6. Thinking the Media Exist to Give You Publicity. While some reporters and editors have soft spots for pet causes, they emphasized their top priority is serving their readers/viewers/listeners.
7. Press Kits. Bulky folders jammed with executive profiles, five-year sales projections and glossy photos are overkill. Putting the same information on a CD is better. A comprehensive website is best.

As a former reporter, I would recommend full disclosure up front to my client in a similar situation. News coming from a source tends to be much less sensationalized than something that is dug up and reported by the media.

Here is how I would have handled it: during Palin’s acceptance speech, she would have noted the whirlwind that has been her life of late and slipped in, almost matter of factly, that her daughter is pregnant and that she is looking forward to being a grandmother, framing it as a positive development. That would be it.

Now, the media would certainly seize the story and run with it. But it would have none of the “gotcha” mentality that seems so pervasive and it would short-circuit those probing questions about whether McCain knew and if she was properly vetted.

Face it: the media will find out about such things, whether it’s a political candidate, a product launch, a merger or a new CEO. And when they do, it will be a field day, especially among some bloggers who don’t have to abide by the same rules as mainstream journalists.

My advise is to work with someone who knows the kinds of issues that will push the media’s buttons and get out in front so you can control the story line.

So it pains me to see what is happening to the newspaper industry. Three papers I’ve worked for have gone through painful cuts in the last few months with dozens of solid, hard-working journalists losing their jobs. It’s no different anywhere in the country. The villains are precipitous drop in advertising revenue and an unrelenting corporate thirst for unrealistic profit margins. With less quality content, fewer readers subscribe. That means fewer advertisers. Until the bean counters find a way to make a buck off the Internet, the vicious circle will be repeated.

As difficult it is for me to watch as a former journalist, what does the slow demise of the newspaper industry mean to me as a public relations professional? Are newspapers still a relevant part of PR efforts? Should I invest the time and energy it takes to forge relationships with editors and reporters who could be laid off any day? Do enough people read newspapers to make them a worthwhile target?

For now, the answer is a lukewarm yes. But the day is coming – sooner than anyone ever predicted – when printed newspapers will be just an afterthought in most public relations programs. In some cases, that day has already arrived. If your target audience is under 30, forget about newspapers.

So what will take newspapers’ place?

A recent study by the Public Relations Society of America says social media and blogs are becoming a medium for companies to communicate externally - that is, through its public relations. According to the study, “two-thirds of public relations practitioners believe blogs and social media have enhanced what happens in public relations and that social media and traditional mainstream media complement each other.” Furthermore, “61 percent believe the emergence of blogs and social media have changed the way their organizations (or client organizations) communicate.”

While nothing can replace the thrill of a front page story — and I’ll date myself here — “above the fold,” the fact is social media and blogs are the future of public relations.

Except he wants to tear it down and build a twin.

But the neighbors, all of whom live in nice singles, don’t want to see a twin in their neighborhood. It’ll lower property values, they say, and you never know what kind of riff-raff will live in anything other than a single.

When the Realtor goes to Borough Council for a variance, the neighbors show up to protest. Things get pretty heated between the two sides. He threatens to build an apartment building, which he can do by right, and turn it into Section 8 housing.

Strike one.

With no decision forthcoming from council, the Realtor takes another swing. This time, he paints the crumbling house a lovely shade of hot pink, combined with a touch of vibrant plum.

Strike two.

But the outside paint job is just the first step if the Realtor doesn’t get his way. Fluorescent yellow trim comes next, and he has even talked about raising turkeys on the property. Neighbors say he has threatened to deck the exterior walls with polka dots and representations of horses’ hindquarters.

“If I don’t get my twins, it’s going to be the ugliest single,” he said in a newspaper story. “It’s going to become “Green Acres’ north. That’s my guarantee.”

Strike three.

Here’s a modestly successful Realtor putting his reputation on the line by trying to bully elected officials and neighbors in to giving him what he wants. Rather than working toward a compromise, convincing his opponents why a single-family home won’t work and why a nicely-designed twin would, he has resorted to cheap publicity tactics guaranteed to turn public opinion even more against him.

Even if he happens to win this battle, his professional standing in the community will have taken a major hit. Would you deal with a Realtor who is so mean-spirited and spiteful? Probably not.

That, my friends, is how NOT to wage a battle for the hearts and minds of the public.

There are at least Nine Steps to An Effective Press Release including: understanding what news is and how to meet the media’s needs, developing a relationship with reporters and editors, timing, following up, etc. Even basic formatting, spelling, grammar and punctuation are crucial elements.

That said, I often tell prospective clients they have a choice: they can research the media and develop relationship, research background and statistics, write and draft a release, distribute it and follow up, then hope that the release is effective. Of course, they have to do all this while running the day-to-day operations of their business.

Or they can leave it to a pro.

Most times, it’s a no-brainer.

Disaster #1: one of my clients is a public school district. A group of developmentally-challenged and mainstream students — “Best Buddies” — put together a terrific event, essentially turning the high school into New York City for a night of dinner and dancing. It was organized like a movie premier, complete with a red carpet and paparazzi greeting them as they arrived. They raised more than $15,000 in cash and in-kind donations. More than 700 people from 30 high schools in Pennsylvania and New Jersey made reservations.

In the weeks leading up to the event, I told them it was a slam-dunk for TV coverage. I knew it was risky but they were so excited it was hard to resist. I sent out plenty of releases, including a media advisory the day before, hyping the event.

Not a single member of the electronic media showed up. I had a sinking feeling all day when I didn’t hear from any assignment editors. Usually they call just to make sure the event is still scheduled. But I held out hope that because they had heard from me one day earlier, there were no questions.

It was disappointing, to say the least. Even though they had a great time, I could tell the kids were crushed that no real TV cameras were there. And I looked like a schmo for not coming through on my promise.

Disaster #2: I was just getting over Disaster #1 when our local weekly newspaper came out and ruined my day. Another client is downtown business organization that sponsors a “Hot Ribs Cool Jazz Festival” every year. As their first -time PR representative, I assured them a preview story would get good play in the local paper. I talked with the editor in advance, made sure he understood the significance of the event, and gave him plenty of contacts and phone numbers to make his job easier. I even convinced the organization that taking out an ad in the paper would be a nice way to thank them for the coverage.

Of course, I pick up the paper and it’s not on the first page. Ok, it’s inside, right? Wrong. As I turned each page, my blood began to boil. On the third time through, I finally found a three paragraph brief on page 13 along with about a hundred other listings.

I’m still trying to find out what happened on that one.

Bottom line: despite the temptation, NEVER promise a client anything when it comes to press coverage. It’s too unpredictable and out of your control.

While I do not agree with their beliefs, it is interesting to note they handled this crisis the right way, making key people available for media interviews and granting unprecedented access to their property. I especially liked this quote: “What we were trying to do was inject a human element into what was happening here. Put names to faces and not just think of these people as being so different.”

I’m not sure if it will turn public opinion their way, but it sure can’t hurt.

Perfect strategy for CEOs and other company officials to remember in a crisis situation.

Use one of the “est” words in your headline.

Oldest, newest, fastest, slowest, tallest, shortest, longest, fattest, skinniest, deepest, heaviest, lightest, thickest, thinest, smallest, largest, earliest, latest, messiest, neatest.

The “est” list goes on and one. First and last work pretty well, too.

Reporters and editors like to think in terms of extremes. They usually make for good stories. Use that to your advantage. Work one of those words into your next news release headline and I can practically guarantee you the easiest placement you’ve ever had.