The Blog of Allison

He Said, She Said ... Reporting Media Coverage

2007-07-29T08:57:00.000-07:00

Friday night I found myself sitting around a table with co-workers with a sangria in hand to ease myself into the weekend. We chatted about weekend plans, frustrations at the office and then we began to talk about one aspect of our job in particular - measuring media coverage for our clients.

Quick update for those of you who are not aware, I have stayed on at the agency at which I completed my internship. I continue to work with tech clients and I do mostly consumer-ish type PR for them.

One of my daily tasks is to monitor the media coverage our clients have in Canadian outlets. Each month, I compile a competitive report outlining my client's coverage in addition to their competitors coverage for the past month. In addition to simply stating the number of hits, I analyze the coverage to determine how each party fared in regards to the tone of the media mentions among other analytics. In the end, the client is usually happy to see that their company has the most number of positive media mentions.

This report is a great way to track what the media is saying about our client and if media coverage has increased as a result of our media relations efforts. However, I struggle when sending this report off to the client because of how we report the findings.

First, I am the individual who rates the mentions in terms of being positive, neutral or negative on a daily basis. Therefore, another individual might rate the same mentions I have seen differently.

Second, who is to say that the competitors we track in our monthly report are tracking their media mentions the exact same way? We know that they are most likely not using identical methods to track coverage and therefore, how can we confidently report that we have gained more positive coverage than they have in the past month?

Now, programs have been developed in an effort to consolidate methods of media relations reporting across the industry (Ex. Media Relations Rating Points developed by the CPRS). However, I have yet to see this method used within my workplace.

I am new to the agency world and to analyzing media coverage, but I know that this issue with media reporting will irk me every time I make that report. Although the client is usually happy to see a slew of positive coverage for their company, I truly believe that we need to flag that our method may determine much different results than others. Perhaps using MRdfP is the answer; perhaps using multiple analytical tools to determine consistency would be appropriate.

In the end, I think it is crucial that as PR professionals in an agency setting communicate our analytical methods to our clients so that they can understand the subjectivity of reporting media coverage.

Baseball, Beers and My Single Jewish Friend

2007-07-16T19:58:00.000-07:00

First, I have to apologize for my lack of blog posts since the Spring. It has been a tad hectic for me over the past few months!

I was inspired to sit down and post this evening after a conversation I had with my fellow baseball team members (intramural of course) over drinks and dinner post-game.

Side note - for those of you interested in my sports career, The Shweaty Balls lost their first match. MVP of the game AKA VIP of the game was Mr. P. with a beautiful home run in the bottom of the seventh.

Back to the drinks ..err .. conversation :). A good friend of mine has been living in Toronto for about 6 months. A bit of background ... He lives in th north end of the city in somwhat cramped living quarters and works outside the Toronto core. He is of the Jewish descent, holds a professional designation and is all around nice guy.

Over the past six months he has tried time and time again to meet a "lady" of his liking. He has approached women in social situations including bars and house parties; he has attended a number of blind dates; he has posted his profile on an online dating service for Jewish singles; he has done it all. Or so we thought ...

Over this evening's meal, one of our team mates shared one his tactics - meeting ladies on the greyhound bus ride home. I think this is perfect. For one, you know that you have one thing in common with the other rider - your end destination. Second, you have at least an hour to engage in a conversation with an individual. I believe the key to this tactic is finding your prospect in the bus line up and making sure that you sit not beside, but across the aisle from them. This saves you from an awkward bus ride in case the conversation doesn't go as planned.

After the greyhound bus tactic discussion, we tried to think of other interesting ways to meet people in the city - Jewish women to be exact. Where are we to look? How do we approach them without being too forward? Sadly, a table of eight individuals came up with nothing.

If you are reading and know A) a successful tried and true tactic for meeting credible individuals in the city or B) know of a prospect for my twenty-something, professional and fabulous friend, please do share!

Until my next post ... which I hope to make about PR ... Ciao.

The Secret ... Stop Rolling Your Eyes

2007-05-01T08:24:00.000-07:00

It has been over a month since I have had the chance to post. Life has been a bit hectic! Family issues coupled with an intense month of schoolwork caused me to neglect my blogger duties - however, do not fear as I am back!

For those of you not caught up on my life, I have just finished up classes in the post grad public relations program at Humber. I am about to start an internship for May & June at a public relations agency who works with clients in the tech industry. Exciting times!

A few weeks ago I had the pleasure of spending Easter weekend with my family and close family friends. My mothers best friend visited us from Ottawa and brought along with her a 2 hour DVD that has changed my perception of life. The Secret.

You can stop rolling your eyes now. I am going to explain why I, the rationale and realistic thinker, recommend viewing this DVD or reading the book upon which it is based.

In a nutshell, The Secret is about how to get the things you want in your life through simply using positive thinking. The idea is that negative thinking hinders you from achieving or receiving items or accomplishments throughout your life.

Now, I realize that it sounds a bit ridiculous to pay $30 to hear a message you think you already know. Everyone can be a positive thinker - but the secret lies in maintaining those positive thoughts. An individual will often think positive but after a few weeks or months, they give up and think negatively about their life. The Secret emphasizes that you can never be negative and must always be positive because as soon as you think negative, you allow negative things to happen to you - you have accepted failure.

Ok - stop rolling your eyes again.

Personally, watching the DVD has opened my eyes to how often I have negative thoughts. Whether it is finishing school or thinking about my future career, I began to notice my self-doubts. Instead of believing and confirming within myself that I will have what I want, I found myself hoping that I would achieve my goals.

Since watching the DVD and considering the message it communicates, I found honestly found myself to be much more optimistic about my future!

I have talked to many people about the DVD - and received allot of flack :) All I ask is that you take about 1 hour and 30 min from your day and consider what the DVD has to say.

If anything, it will inspire you and re-energize you about your life.

Listen Up Fellow Gym Attendees

2007-03-18T12:34:00.000-07:00

Yesterday was St. Patrick's Day, and in preparation for a night of drinking and debauchery, I decided that I should hit the gym early in the day.

I dragged my butt out of bed and made it to a 10:00am class called "High Velocity". Now, I realize that 10:00am is late in the day for many people. However, on a Saturday morning, 10:00am is just about when I like to start my day.

That being said, I showed up at High Velocity with no coffee in my system, my hair in a messy ponytail and sleep in my eyes. The instructor started pumping the music and we all got on our feet and started to follow her moves. I dragged my lethargic body from side to side, and I started to get into the rhythm until one individual in front of me started to make siren noises as she jumped around like a monkey.

It seems that every time I go to a class at my gym I encounter one of these over-excited individuals who doesn't follow the instructor, but who is in their own aerobics world. These individuals don't follow the exercises the instructor is doing - they would rather do sit ups instead of lunges or something or other. This is VERY annoying when you are standing behind them while trying to follow the routine.

This individual also likes to make lots of noises in class. Common noises include the "wooya wooya" siren noise and the "wooooooooo" after we finish a set.

I know that I seem a tad bitter, but when I go to the gym it is to distress from all the annoying things in my life and to have some "me" time. It is extremely difficult to get into an exercise and let it all out when I am distracted by flailing arms and irritating chirps.

So all I ask of all you gym-goers is that you be considerate when at the gym and in classes and let the rest of us enjoy our workout. Thank you.

Blogging Relations

2007-03-07T18:35:00.000-08:00

This evening I had the chance to attend a CPRS Toronto Chapter seminar about "Blogger Relations". The panel consisted of a moderator, David Jones, and four influential bloggers including Mark Evans, Mathew Ingram, Stuart MacDonald and Jasmine Mangalaseril

The discussion touched on various aspects of blogger relations ranging from how to "pitch" bloggers to how to build relationships with these new category of media writers.

The panelists offered valuable insight into the world of blogging, more commonly referred to as the "blogosphere". It was interesting to hear their different perceptions on the relationship between PR people and bloggers and the parallels that can be drawn to media relations.

Perhaps the most valuable piece of advice I gained from the seminar were the fundamental differences between building a relationship with a blogger versus building a relationship with a journalist or editor.

Much like media relations, PR practitioners are wise to do their research about the blogger they hope to reach. First, one should actually read the blog - understand what topics and issues are the focus.

However, rather than pitching the blogger as your first point of communication, it is essential that you build and foster your relationship with them. Dig deep into their blog and find out who they think (i.e. other bloggers) are credible - usually they will link to the blog within a comment.
Also, understand that bloggers talk amongst themselves and that blanketing them with the same pitch will result in your credibility being lowered.

Another branch of blogging discussed was Corporate blogs such as . These blogs provide corporations with a venue to build a two-way dialogue between them and their customers. It puts a human face on the corporation - an element that, depending on the corporation, can help to achieve corporate goals and objectives.

Perhaps the most important aspect of blogging that PR people need to understand is that those who read blogs are the individuals who really care about the product, service or issue that the blog focuses on.

Through studying various cases in my classes in PR at Humber, I have come to realize that the value of reaching a few select readers who are genuinely interested my company is far more than reaching a multitude of readers who might forget about me when they turn the page (or scroll down for that matter).

The blogosphere can almost be referred to as a "sleeping giant". As a young twenty-something, I am fully aware that my age group and those younger than me probably won't pick up the newspaper when we want to find things out. We are obsessed with social media and blogging is going to be a major source of information for the majority of us in the future.

Therefore it is vital that company's and PR groups that are looking to the future acknowledge the presence of blogging and furthermore identify and fill the need for resources devoted to blogging relations.

Is dessert a food?

2007-03-06T19:09:00.000-08:00

A little rant ...

A couple of weekends ago I met two of my girlfriends for a late lunch/afternoon snack downtown. We met at a nice restaurant in a swanky area of town at around 2:30pm. When I arrived they had both ordered a lunch entree and were sipping on some drinks. I had already eaten lunch at 12 noon and decided that I would just order dessert.

When I asked the waiter for the dessert menu, his response was "So you are not going to have any food?".

Me: "I'm sorry. Yes, I would like to have some food ... dessert is food isn't it?"

Waiter: "Well not really"

Me: "Well I think it is ... and I will have the sorbet"

I immediately knew he was implying that I was not going to have an entree, but I did not agree with his wording so I decided to clarify. In my mind, dessert IS food!

In fact, I surveyed about 10 people after the incident, and 7/10 agreed with me that dessert qualifies as food.

Anyhow, the waiter was not so eager to serve us after that little conversation. To make matters worse, when leaving one of my girlfriends tried to shimmy out from between tables and knocked a side plate on the ground, breaking it.

Yup, we were definitely in the bad books after that and needless to say we will not be visiting that restaurant again.

You're in PR? I see, so you're a spin doctor.

2007-03-06T19:06:00.000-08:00

Hi Folks,

I apologize for the lack of updates - something in my account was messed up and my old blog "allisonfitton.blogspot.com" has disappeared ...

Here is my most recent post from that blog:

For those in the business of public relations, you will be able to relate to my first story. The setting is a cocktail party I attended over the holidays with my parents and their friends. As per usual, the crowd consisted of professionals (doctors, lawyers, engineers & business men/women).

When we arrived at the party my mother insisted on making the rounds to touch base with everyone at the party. After introductions and small talk, my mother made a point to tell each guest that her daughter was in "Public Relations".

Mom: This is my eldest, Allison, and she is in "Public Relations" ... she even lives in the big city!

*Party Goers raise eyebrows & smile politely*

Party Goer 1: "So you are the one who keeps the big guys out of trouble! Hah!"

Party Goer 2: "Oooh ... Spin Doctor! ... Fun!"

Party Goer 3: "Oh, I get it! Like Samantha from Sex & the City"

Me: *Polite Laugh* .. "Something like that .."

Me: Idiots (Ok ... that was in my head while I was politely smiling)

When I first started in PR I was constantly frustrated that, other than my fellow classmates & professionals, no one really seemed to know what PR was. In fact, amongst PR people there is discrepancy as to what PR really is.

I thought that it would be most appropriate in my first post to talk about what PR is so that subsequent posts will make sense for all reading.

At the basic level, PR is establishing, maintaining and managing relationships. These relationships are usually between companies and their stakeholders whether it be shareholders, customers, partners or their own employees.

PR is also a multi-faceted term. A public relations professional could work in a variety of areas including corporate communications, marketing communications, investor relations, media relations, employee communications, event planning and strategic communications to name a few.

PR practitioners also have transferable skills which allow them to work in almost every industry ranging from finance and IT to hospitality and sports.

Lastly, PR practitioners work in different organizational settings. They could work in a consulting agencies where they work with outside clients. For example, Hill & Knowlton, Weber-Shandwick, Ketchum PR and High Road Communications. They can also work within corporations where they become the client. For example, having the responsibility for corporate communications within Labatt.

So as you can see ... the world of PR is complex. I hope that I have cleared it up a tad for you. Keep in mind that this is my personal definition of the profession and that there are many out there.

I am making it my personal goal to educate as many people as possible about my chosen profession so please feel free to ask me any questions you have about PR and hopefully I can provide some answer!

PS - I apologize for the inconsistent formatting ... I am in the learning process here ...