NEWSROOM VETS ARE BATTLED TESTED FOR PR

The phone started ringing at 3:30 a.m. and I intuitively knew that it was my television news assignment editor.

Aside from news of a birth in the family, not a lot of good happens in the wee hours of the morning resulting the in non-stop phone calls.

Sometimes it was hard to separate dreams, chatter from the bedside police scanner and the ringing phone. My hard-driving assignment editor--think of the character Lou Grant--could probably wake the dead.

When I picked up the phone the assignment editor barked:"Get up to Hudson Falls, the entire downtown area is on fire."

In the past, I had been faked out by information on the scanner and driven to scenes where the damage was not as bad as it initially sounded.

I once waited in bed for clues that a fire call was worth throwing off the warm blankets and heading into the chilly night. When the chief of South Glens Falls called for a "Code 100" I knew it had to be important. Only to find out on scene that the call code was for the ladies auxiliary to bring coffee and donuts. Lesson learned.

Back to my assignment editor's pleads to rush to Hudson Falls. I grabbed my gear and headed out of Saratoga Springs in a vehicle showcasing station logos and lettering. Information relayed via the police scanner in the car proved that my assignment editor had my nose for news on the right track.

The sun was starting to poke its way through the clouds as my news car approached Hudson Falls. All I could think and repeatedly say was:"Holy shit!"

Multiple buildings in the downtown area were on fire. Fire hoses criss-crossed the parking lot and I quickly realized that sneakers were not a safe choice on the dangerous layers of slippery ice that had formed from trying to put out the five-alarm fire.

Crisis scenes like this became my workplace. Knowing what shots to get, who to talk with and what information mattered to the one million viewers in Upstate, New York.

Knowing when to approach the fire chief in command to get vital information and how to navigate the fire police to get the best angle became a mission critical to accurately and fairly report the facts.

Rapidly tracking down the facts: initial ideas where, when and why the blaze began, how many people and businesses were out on the street and if any first responders or residents were hurt.

My job, before iPhone, YouTube and Facebook, was to "run and gun". That meant land, capture, confirm and hit the road back to the station with footage.

Making sense out of crisis, confusion and chaos is a skillset that many seasoned journalists gain through hands-on experience. That is why I always appreciate when mid and senior-level PR professionals have actual newsroom or field experience. Being battle-tested by an onslaught of deadlines is not something that is easily replicated unless you have done it day after day, year after year.

This week, I wrote a LinkedIn article about how the news release is becoming less of a main feature of public relations. I don't think the document initially developed by Ivy Lee at the turn of the 1900's would remain a major source of agency billing based on the decline of news agencies.

None-the-less, those who have toiled in the field or back in the newsroom can be tremendous assets to PR firms. For the most part, here is why many journalists who can slip to the "dark side" of being what is known as a "flack" are better suited for PR work than those who just work on the client side.

It could mean the difference between being a great flack or just a flake (as I recently observed collaborating with a PR firm as I was writing for an energy industry trade publication.)

This account executive insisted that he and the client be on the Zoom interview as well as have a final say in what was published. He had no clue of difference between journalism, branded content, advertising or public relations. Wow, that's a giant missing step in the ladder of client responsibility.

Journalists can be great resources in the practice of public relations. They can sniff out the truth with skepticism--like the time I realized a client's sales numbers were fudged and they wanted me to report the inflated numbers to the Associated Press.

Nope, that did not happen and it protected my ethics and in the end kept the client out of trouble with a highly trusted news source.

Journalists fluent in multimedia and content creation understanding the media landscape:

1. Newsroom fluency: Journalists have an inherent understanding of how newsrooms operate, deadlines, editorial calendars, and the types of stories that resonate with different audiences.
2. Relationship building: They've built relationships with journalists across various beats, fostering trust and familiarity, crucial for pitching stories and securing coverage.
3. Content creation savvy: They excel at crafting compelling narratives, understanding news hooks, and translating complex information into digestible pieces for various media formats.

Strategic planning and execution:

1. Critical thinking and analysis: Journalists are trained to research, analyze information, and identify potential issues before they arise, aiding in strategic planning and risk mitigation.
2. Adaptability and resourcefulness: The ever-changing media landscape demands agility. Journalists excel at adapting to new platforms, trends, and unexpected situations.
3. Data-driven insights: Many journalists leverage data and analytics to measure the impact of their work. This translates to data-driven media relations strategies and campaign evaluation.

Effective communication and evaluation:

1. Strong writing and communication skills: Clear, concise, and impactful communication is essential for crafting pitches, press releases, and other campaign materials.
2. Ability to build rapport and trust: Journalists know how to connect with people, build trust, and effectively convey messages, fostering strong relationships with clients and media contacts.
3. Evaluating media coverage: Their experience analyzing news stories allows them to objectively assess media coverage, gauge its impact, and refine strategies based on results.
4. Ethical considerations: Journalists understand the importance of accuracy, fairness, and transparency, crucial for building and maintaining brand reputation in today's information age.

Additional considerations:

• Not all journalists transition seamlessly to PR, and vice versa. Specific skills and experience relevant to PR are still crucial. You can take the journalist out of the newsroom, but getting them to effectively provide corporate storytelling is not always a perfect fit.
• Continuous learning and up skilling are essential in both journalism and PR to stay ahead of the evolving media landscape.

Another key factor is that sometimes beat reporters in an industry such as energy have a deep institutional knowledge that can help shape effective responses and pitches.

My experience in more than a dozen years in television and print newsrooms helps me land, evaluate, strategize, communicate and analyze crisis situations. In one instance, a single phone call referral turned into a five-year client engagement with a top company in the energy industry.

Baptism by fire happens in both PR and journalism. How many PR pros respond to a Code 100 like its a five-alarm fire or visa versa? Middle of the night wake up calls can happen in our diverse 24-7 global news and social media cycle.

Being ready to respond to disruptions in sales, service and brand reputation is a skill that is helped answering many early morning calls for rapid response and expertise. Knowing how to get sure footing and not sleep walk through crisis issues is something that I am grateful for despite not getting a full night's sleep.

Journalist who are straight shooters when it comes to the facts can manage a nightmare with presence, patience and professionalism. That expertise can translate into positive brand reputation, social media presence and sales operations running smoothly around the clock.

Roger Rosenbaum's work in news has been recognized by the New York Chapter of the National Academy of Television Arts & Sciences, Associated Press and the New York State Broadcasters' Association. His crisis communications and media relations skills have resulted in earned media coverage on Today Show, Fox News, MSNBC, CBS News, The Weather Channel, The Ellen DeGeneres Show, The View, The New York Times, Wall Street Journal and 400 NPR stations.

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