Back in July, I asked the question “Are Newspapers Becoming Irrelevant in Public Relations Campaigns?” My theory was that with newspapers cutting editorial staff and fewer people subscribing, perhaps expending much effort trying to cultivate reporters and editors might be a waste of time.

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.

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This week’s Stumbling took me on an interesting journey, with stops focusing on Twitter, blog themes, website tweaks, logo designs, and ad slogans.

I’ve been trying to convince myself to learn the ins and out of Twitter. To be honest,
I just don’t get it yet. 140-character Tweets? How much can you accomplish with that? I know a lot of people swear by Twitter as a social marketing tool and it has a huge following. If you’re like me and want to know more about this fascinating phenomenon, chekc out “Why I Like Twitter and Others Don’t” over at Internet Marketing with Josh Spaulding.

If you blog, finding the right look can be an ongoing challenge. Fortunately, WordPress has a huge inventory of themes to choose from. In case nothing there appeals to you, the folks at Listropolis have put together “35 Free Premium Wordpress Themes You Probably Missed.”And if they don’t do it for you, visit Smashing Magazine’s 100 Excellent Free WordPress Themes

Although it might be a bit on the technical side, SEO Hosting’s “50 Simple Tips for Improving Your Website” provides some discussion points with your IT professional. If nothing else, it can make you sound like an expert when you ask questions.

Where do you start in designing or re-designing your logo? So many factors have to be taken into consideration, since it will become a huge part of your identity. Graphic designer Tanner Christiansen offers “45 Rules for Creating a Great Logo Design.”

Imagine boiling down a company or product brand into three or four memorable words. That’s exactly what slogan writers do for a living, and their hard work is often overlooked. Not at Ad Slogans, where the staff has put together a Hall of Fame for slogans.

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The other day, I was checking out the InfoUSA.com website on behalf of a client who is thinking about doing a modest direct mail campaign. After choosing criteria and generating a mailing list, I had to register on the company’s website to get a price quote.

I filled out the short form and hit the submit button. At that precise moment, my phone rang. Wouldn’t it be something, I joked with him, if it was InfoUSA calling to welcome me to their database.

Alas, that wasn’t the case.

However, five minutes later I did receive a call from InfoUSA welcoming me and assuring me I would receive personalized attention if I needed it. It made me feel welcomed and appreciated. As a new customer, it made me feel confident that I will be able to get help.

In these tough times, successful marketing is all about relationships. It doesn’t have to be expensive ad campaigns or elaborate branding efforts, although those sure are helpful. For InfoUSA, all it took was a simple timely phone call from a cheerful voice to get our relationship off to a flying start.

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From copywriting tips to vintage ads, this week’s Stumbles offer a smorgasbord of information.

1. Having killer copy is just one aspect of running a great blog. Making it visually appealing can be just as challenging. The folks at Pro Blog Designer offer some tips on spicing up your blog post photos.
2. Even writers who have been at it for 30 years occasionally struggle when it comes to word usage. Affect or effect? The differences between an atheist and an agnostics? Capital or capitol? Stop by Confusing Words to get things straightened out.
3. How can copywriters use the right words to stir emotions? What are some of the hot-button words and phrases that motivate people? Dean Rieck at Copyblogger offers “12 Tips for Psychological Selling.”
4. I love Gmail and I’ve only scratched the surface of its potential. There is so much you can do with it to stay organized. Jim Barr explains the genius behind Gmail with Gmail Tips.
5. Heres’ a two-for-one bonus. I love old time ads. Most look silly and superficial now, but at the time they were state-of-the art. Well Medicated offers 50 Vintage Advertisements while Excitement Machine displays Ebony ads from 1972.

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Yesterday, I sat in on a seminar offered by the Bucks County Women’s Business Forum called “How to Get the Media to Call You.” It featured a panel discussion by five members of the local/regional media: Bernie Dagenais, editor of the Philadelphia Business Journal; Brad Segall, suburban bureau chief for KYW Newsradio; Bridget Wingert, editor of The Bucks County Herald, a community weekly newspaper; Crissa Shoemaker DeBree, a business writer for The Bucks County Courier Times/The Intelligencer; and Stephanie Esposito, a reporter for WFMZ-TV in Allentown.

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.

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