Each week, Dear Gracie answers PR and media questions from ProfNet Connect readers with advice from our network of nearly 50,000 ProfNet experts. Has there been a question burning in your mind lately, something you've been wondering that none of your colleagues can answer? Please send it to grace.lavigne@prnewswire.com

Dear Gracie,

What type of publicity should PR pros actually avoid? How do I know when it's too risky to accept a media interview for one of my clients? Do the advantages of some types of press ever outweigh the disadvantages?

Cautious Communicator

 ****

Dear Cautious Communicator,

Four ProfNet experts weigh in:

"Press coverage is an excellent way to raise your visibility and strengthen your brand," says Dan Sondhelm, senior vice president and partner with SunStar Strategic, a public relations and marketing consulting firm for financial services. "However, it's important to be selective in the opportunities."

1. Exclusive Interviews

Turn down a media opportunity if you've already given one news outlet an exclusive on an interview, says Atoinette Kurtiz, owner of Strategies PR, host of Writers Roundtable radio show and founder of LaJolla Writers Conference.

For example, she recently turned down an interview for her client for "The Gayle King Show" because the client had already been booked for the "Anderson" show.

"This is not unusual," she says. But always set up to rebook the client at a later date.

2. Off-Topic Interviews

"Often, I speak to executives in the industry who tell me that they accept every interview that comes their way, even if the subject isn't relevant to what they want to discuss," says Sondhelm. They think that all press is good press, as long as they "spell my name right."

"My next question is: So you want to be a talking head?"

Just because someone sounds smart, doesn't mean they are on message -- and when it comes to supporting the sales team, it's all about the message, Sondhelm explains.

It's actually not a matter of affecting the expert's credibility -- being a source in an article is a good thing -- rather, for sales and marketing efforts, it's important for an expert to be seen in articles or interviews with the same message over time, says Sondhelm. "That shows that the executive is disciplined and audiences know what the executive stands for." It also makes it easier for the sales and marketing teams to find appropriate quotes to use for their purposes.

Additionally, booking experts for off-topic interviews can cause the experts to become frustrated or annoyed during the interview, he explains.

But just because a media opportunity doesn't work for one client, doesn't mean it won't work for another, adds Sondhelm. "Often, after a client declines, we will offer the opportunity to another client." That's a win-win-win: the first client stays focused on key coverage, the second client gets a relevant interview and the reporter gets a solid source.

3. Questionable Media Outlets

If a media outlet has a questionable reputation, or if the outlet's interests aren't aligned with your client's interests -- and there is no upside for your client or company -- it's wise to decline publicity opportunities, says Aline Schimmel, principal at Scienta Communications. However, if there is an upside, help the expert prepare for the interview so that they can steer the reporter in the proper direction.

For example, it may be beneficial to take an interview with an M&A-focused outlet -- even if that topic isn't aligned with your client's interests -- just to highlight the strengths of your client's company or their partnering strategy, perhaps bringing potential partners to the table or increasing the interest of an existing party, says Schimmel. "At the same time, it's important not to take interviews that might damage an ongoing negotiation, so this is a fine line to tread."

As for controversy, Schimmel once turned down an interview when the issue at hand was extremely contentious and she'd already given the reporter the only statements she could. "If your instinct is that the reporter is not open to the company's view and is only looking to catch the company spokesperson with a negative quote," then it may be best to just say "unreachable for comment," she says. But she notes that she's only had to do this once in her 20 years in the industry.

On the other hand, Schimmel might actually consider an interview with a controversy-seeking reporter if the news is so positive that it would be too difficult to make it contentious, or if salacious claims could be drowned out by other positive factual coverage. "There is risk in these strategies though, so it's important that the spokesperson be well trained in how to handle challenging interviews," she stresses.

4. Lack of Progress

Another reason to turn down interview requests is if the media outlet has previously interviewed someone from the company and there is no sufficient progress to warrant an update, says Schimmel. Be upfront with the reporter and set a date to regroup in the future once specific milestones have occurred.

5. Bad Association

If your client's industry just had a major accident, like the Costa Concordia, for example, and your client is another cruise line or a cruise travel professional, then granting a request for your company executive to be interviewed about the incident or safety practices is risky, says Agnes Huff, Ph.D., president and CEO of Agnes Huff Communications Group.

It may not be appropriate to comment on another company's accident, whether your client is discussing what may have caused it or attempting to highlight their own company's safety practices, Huff continues. "If you do, you are now linked in the media to the company with the accident," she explains.

"Furthermore, with any large-scale accident, especially with loss of life, the investigation will eventually result in government and media scrutiny for that entire industry," she says. "In cases like that, where we see a risk to our client's reputation, we would not recommend participating."

Etiquette Note

Remember that it's ultimately the client's decision to accept an interview or not, so don't make promises to reporters that you can't keep, says Huff.

If a client declines an interview, let the reporter know as quickly as possible, and through your own networks, try and refer another expert to them, if possible, she continues. This practice will result in mutual respect between the PR firm or agent and reporters.

Gracie

ProfNet, a service of PR Newswire, has helped journalists and experts connect since 1992. Writers can search the ProfNet Connect database of more than 50,000 profiles; send a ProfNet query by email to thousands of subscribers around the globe; or get timely experts and story ideas by email.

^{Image Credit: Aramil Liadon (2010) Reporters. Flickr.}

Each week, Dear Gracie answers questions from ProfNet Connect readers with advice from our network of nearly 50,000 ProfNet experts. Has there been a question burning in your mind lately, something you've been wondering that none of your colleagues can answer? Please send it to grace.lavigne@prnewswire.com

Dear Gracie,

I'm about to start a new job, and I want to put my best foot forward. I know I'll be nervous and insecure about myself for at least the first few weeks. Do you have any tips on how I can seem more confident?

Novel Nerves

*************

Dear Novel Nerves,

Eight ProfNet experts offer up eight tips on projecting confidence at the office:

1. Walk tall

"Do what your mom told you as a kid -- stand up straight!" says Stephen Balzac, president of the management consulting firm 7 Steps Ahead, and psychology professor at Wentworth Institute of Technology. "This is the first and most important step in projecting confidence."

If you improve your posture, you will also increase your confidence; and the more confident you feel, the more confident you will act, he says.

Walk with a long spine and open chest without crossing your arms, adds Sharon Jakubecy, speaker trainer, performance coach and certified Alexander Technique teacher. You'll seem more open and approachable.

And just before you enter a room or a meeting, let the breath out of your mouth, she suggests. "This releases uncomfortable tension in your neck, shoulders and jaw, which can make you look aggressive and off-putting."

Don't stand slumped over, with your hands in your pockets, not making eye contact, stresses Scott Sobel, president of Media & Communications Strategies, who has a master's degree in media psychology from Touro University Worldwide.

2. Shake hands like a politician

You've heard this one before, but it's important: Don't give the "half-hand shake," says Billy Lowe, celebrity hairstylist. It feels weird, and tells people you're not fully committed. A good handshake requires three things: full hand, firm grip, solid shake.

3. Look your best, feel your best

Showing up to work in ill-fitting clothing, hair unkempt and a "run out the door" image does nothing for your self-confidence, Lowe says. "If you look great, you feel great." People will notice and compliment you, which in turn will boost your self-esteem even more.

Moreover, image conveys volumes about work ethic. "People that are up on their beauty and image routines are usually more polished, together, composed and self-assured," Lowe continues.

"How you carry yourself and dress in the workplace often gives coworkers tips on your attitude and demeanor," agrees Nancy A. Shenker, founder and CEO of the marketing company theONswitch and co-author of "Don't Hook Up With the Dude in the Next Cube: 200+ Secrets for New Grads."

Furthermore, if you roll your eyes at coworkers' ideas, pay more attention to your smartphone than your colleagues, or consistently flaunt designer duds and pricey bling; you're sending out the message: "It's all about ME!" she says.

4. Speak easy

Practice speaking in an even tone, without unnecessary pauses or hesitations, says Balzac. "We perceive confident speech to be speech without gaps."

And -- believe it or not -- it's actually better to say "um" than to let silence reign, he says.

Don't speak too fast either, Balzac adds. "Rapid speech makes people feel rushed. Confident speakers know they have the time to deliver their message." Try recording yourself or practicing in front of someone else to see get feedback.

"Rushing makes you and your body more stressed," agrees Jakubecy. "Your voice will be higher pitched and strained."

To relax your voice, hum or sing before you go into work or a meeting, she suggests. "This warms up your voice so you sound like an expert. It gets your body moving too so you walk into work feeling more relaxed and connected to your body and voice."

5. Find your happy place

To appear poised, recall a time when you were at your best, and create a buzzword related to that emotional state, says Gregg Steinberg, motivational speaker, professor of human performance at Austin Peay State University in Tennessee and author of "Full Throttle: How to Supercharge Your Performance at Work."

The buzzword should represent the confidence you felt in that situation, like "bulldog" or "fighter," for example. Say the word to yourself each time you start a routine, or right before you begin a task.

For instance, say your buzzword every time you have face-to-face meetings. Your confidence will get a boost when you are already in a positive mental place.

(My buzzword? Tiger-claw!)

6. Give credit where credit's due

When Vicky Oliver -- author of five books on career development, including "301 Smart Answers to Tough Business Etiquette Questions" and "The Millionaire's Handbook: How to Look and Act Like a Millionaire Even if You're Not" -- worked in the advertising industry, she met five people who all claimed to have written the "I Love New York" campaign. "It doesn't take five people to write five words," she says.

It takes a confident person to let someone else shine, and doing so will highlight your integrity and assuredness. So if you are the boss or colleague of someone who did something brilliant, bend over backwards to give the person credit, says Oliver.

7. Let others put in their two cents

"A monologue may be fine if you're a comic, but confidence is demonstrated by your ability to let people in," says Balzac.

Stay in control of conversations by asking questions, he says. "Ask other people about themselves, what they are doing, what matters to them."

Be a good listener by trying to find the underlying message in someone's words, and don't interrupt, says Oliver. "Conversely, if someone interrupts you, smile at him or her and do your best to tolerate it. You will win more admiration that way."

8. Always keep it classy

Admit it -- we get annoyed with our coworkers sometimes. Whether someone is bragging too much, giving you unwanted advice or gossiping up a storm, always take the high road and people will think you're trustworthy and dignified.

People who brag are doing it because they want to feel successful, says Jill Spiegel, author of "How to Talk to Anyone About Anything! The Secrets to Connecting." Trying to "one up" them severs the connection, so instead, celebrate their success. For example, if a coworker says "I noticed on the sales report that I was the top performer again this week." Respond with: "That's exciting. I'm impressed!"

Similarly, if someone gives you advice you didn't ask for or don't agree with, don't respond by explaining why their suggestion won't work; just make them feel helpful through appreciation and diplomacy, she says. If a coworker says "I'm reading a book about decorating the office for more productivity. Your area needs a few plants. You should get some." Say something in return like: "Thanks for your idea. I'll give that some thought."

And if one of your co-workers in the lunchroom makes a gossipy remark like "Julie's desk is a mess. I happen to know her sister is a hoarder," just remember that people gossip to feel important, says Spiegel. Even when others chuckle or seem interested in the gossip, everyone else ends up thinking "What will they about me next?"

Create an inclusive atmosphere by responding with something upbeat, and then redirect the conversation, like: "Julie has such a great laugh. Hey, your presentation today was powerful! Have you always enjoyed speaking for groups?"

Employers, clients and colleagues pick up on defensive behavior and lack of positive wording, says Sobel. Speak and act in an empathetic and welcoming way so everyone sees you as part of the team.

Good luck!

Gracie

ProfNet, a service of PR Newswire, has helped journalists and experts connect since 1992. Writers can search the ProfNet Connect database of more than 50,000 profiles; send a ProfNet query by email to thousands of subscribers around the globe; or get timely experts and story ideas by email.

Image via DukeRomkey.com

Each week, Dear Gracie answers questions from ProfNet Connect readers with advice from our network of nearly 50,000 ProfNet experts. Has there been a question burning in your mind lately, something you've been wondering that none of your colleagues can answer? Please send it to grace.lavigne@prnewswire.com

Dear Gracie,

I'm looking for tips on nonprofit PR. What are the unique challenges? Any advice on how to find a good nonprofit PR rep? What do nonprofits need to know about PR? What do PR agents need to know about nonprofits?

Nonprofit Newbie

*********************

Dear Nonprofit Newbie,

10 ProfNet experts share their advice on nonprofit PR:

1. A knowledgeable PR consultant/agent is essential

"Chemistry between agency and client is critical," says Hilary Kaye, founder and president of the boutique PR agency HKA, Inc. "Finding a partner that cares about the work the nonprofit does and excels at PR is ideal."

Nonprofits can be challenging, frustrating and rewarding all at once, so nonprofit leaders should look for a PR rep or firm with lots of experience working with nonprofits, suggests Susan Tellem, partner at Tellem Grody Public Relations.

"Many nonprofits focus on complex issues that require some knowledge to understand," says Suzanne Morse, senior director at O'Neill and Associates. Nonprofits might be dealing with the state or federal government, or trying to solve a complex social problem, for instance, so an agent who has relevant knowledge can be brought up to speed quickly.

But do nonprofits need PR?

Nonprofits need PR for the same reason as for-profits: to gain greater credibility and recognition before their target audiences, says Kaye.

When the competition for attention and dollars is as severe as it is now, nonprofits make a big mistake when they avoid having a PR campaign, she explains. Marketing, advertising, telemarketing, direct mail, etc., might be important, but those avenues lack the credibility that comes with unbiased media coverage.

PR also help nonprofits stay current and visible, which is important for fundraising opportunities in particular, explains Judith King, lead partner and co-principal at The Morris + King Company. It's vital for nonprofits to find their fundraising base, wherever they are -- be it new or traditional media.

PR agents can also help nonprofits develop messages, facilitate interviews with reporters, provide written information to reporters, prepare nonprofit leaders for interviews, and conduct follow-ups, says Morse.

Kaye notes that her PR firm has had tremendous success acting as "matchmaker" between for-profits and nonprofits. Connecting two organizations can have tremendous results for both sides of the equation, with the nonprofit benefiting from the extra funds and the for-profit benefiting from the positive publicity.

For nonprofits short on cash, Tellem suggests visiting local colleges to find a senior undergraduate or graduate student in communications who could help out with PR tasks for a low fee (like $10/hour).

2. A business-like nonprofit will attract donors

Nonprofit people often hope that money will flow in just because the charity is so great, but it takes more than that, says Tellem.

Even in the nonprofit realm, you need a for-profit mentality, agrees Jennefer Witter, president of The Boreland Group. No one will provide grants, sponsorships or donations to a nonprofit that is poorly managed.

That means financials need to be in order, and a business plan and board need to be in place, continues Witter. "Many times, a well-meaning charity will fail simply because the business acumen needed to start, grow and maintain an organization is not there."

To attract funders, a nonprofit's PR program should promote the business end of the charity too, says Witter. For instance, nonprofits can showcase board members, or promote facts on continuing growth.

Sites like Charity Navigator and Better Business Bureau are used now more than ever, adds Witter. If a nonprofit looks weak on those sites, it will miss out.

However, due to typically smaller budgets, nonprofits rely more heavily on creative PR strategies and community support than a regular business, says Tequoia Urbina, CEO of Urbina Consulting.

Donors and funders are obviously very important to nonprofits, but it is rare to encounter a nonprofit that primarily sought PR because of a need for dollars, explains Morse. Usually, a nonprofit's goal in seeking PR help is much more philanthropic, but also indefinable. While for-profit companies have obvious goals that can be PR success can be measured by, like increased revenue, for example; nonprofits are measured by something less tangible, like influence or the ability to effect change.

3. A unique, inspiring story is vital

"Nonprofit PR needs to be based on the same premise that is successful in for-profit organizations," says Steve Capoccia, account director at Warner Communications. "Tell a good story, and link the story to a call for action."

For example, a food bank that is short on goods to distribute needs to tell the story of what two bags of groceries means to a struggling family. What happens when those two bags of groceries aren't on the table?

"What's significant about this market is the importance of understanding what your client does and how it relates to the general public," says Jeff Lavery, account manager of Rhino Public Relations. "Forming a connection between the reader and what services your client provides is critical not only for raising awareness of its mission, but also supporting all aspects of nonprofit management, from fundraising to increasing volunteer engagement."

PR professionals working with nonprofits therefore need to understand the audience the organization is trying to influence, and determine which messages will work best to persuade, says Morse. "Those messages have to go beyond the self-interest of the audience member and usually connect to a much larger social, political or economic concern."

A viewpoint expressed by a nonprofit can turn some audiences off, while simultaneously invigorating others to participate more actively, explains Capoccia. For example, political action groups can represent extreme examples of audience segmentation, typically utilizing a "you're with us or against us" mentality.

It's also important for nonprofits to differentiate themselves from other similar nonprofits, says Lavery. "For example, several nonprofits in a given region may all serve the homeless population, despite having distinct goals for supporting that group. For PR professionals, it's important to articulate how your organization is making a concrete difference in the community it services, and how it sets itself apart from other nonprofits."

4. Celebrities can be great for promotional events

Unlike for-profit organizations, nonprofits frequently raise money through special events or observances, says Tellem. For example, she started World Turtle Day (May 23) 12 years ago to raise awareness about the plight of turtles and tortoises, which is now celebrated all over the world. "It gives us a hook to raise money," she explains.

Because nonprofits generally have fewer resources than for-profits, these types of organizations often seek pro-bono services and donated products, like auction items, says Tellem.

A lot of nonprofits (especially in celebrity-heavy City of Angels) will try and get as many celebrities for a red-carpet event as possible, Tellem continues. But don't clutter a nonprofit event with a bunch of C and D listers; when a lot of celebrities are at one event, they tend to talk about their latest movie or their outfit -- which doesn't do anything for the nonprofit.

Just look for one celebrity who fits the cause and is willing to learn about the issue inside and out, says Tellem. For example, Bruce Willis, who is the national ambassador for foster children, attended one of Tellem's events for foster kids. "He was fabulous," she says. "He stopped at every reporter to talk about the charity."

5. Journalists want to help

"Local nonprofit organizations and charities have a publicity advantage that their counterparts in the for-profit world lack: media outlets want to help nonprofits spread the word about their worthwhile programs or initiatives," says Sandra Beckwith, owner of Beckwith Communications and author of "Publicity for Nonprofits: Generating Media Exposure That Leads to Awareness, Growth and Contributions." Nonprofits have the potential to enjoy the support of media allies.

"This is why cause marketing is so popular in the for-profit sector," continues Beckwith. "Corporate marketers understand that a nonprofit organization can get positive media attention more easily than a corporation can."

Conversely though, when a nonprofit makes a serious mistake (like, for example, the recent disaster involving Planned Parenthood and the Susan G. Komen for the Cure foundation), it can seen by journalists as a betrayal, adds Beckwith. After journalists support a cause with airtime, articles, interviews and exposure -- only to discover that they've been duped -- journalists will be quick to expose wrongdoings, says Beckwith.

There is also a smaller pool of reporters and media outlets covering nonprofits, compared to the for-profit industry, notes Lavery. "This requires public relations representatives to get creative in their pitching to convey the business side of the nonprofit industry and seek out the reporters covering the nonprofit beat."

And while events for nonprofits help create a buzz, media outlets can only absorb so many event stories from one nonprofit, Kaye warns. Don't let media coverage move abruptly from one event to the next. "Build credibility for the group through tried-and-true media outreach with strong story lines about the nonprofit, its mission and its clients."

"There is a finite amount of attention that media can give to worthy causes," agrees Morse. Promote wisely.

6. Passion isn't everything (unfortunately)

Volunteers at nonprofits tend to be passionate about the work they do, which is a good thing, says Kaye. "Unfortunately, most have little understanding or prior dealings with the PR world. Regardless of this, well-meaning volunteers who lack PR skills are sometimes asked to work directly with the PR agency," she says. "This can be challenging."

Nonprofits tend to be somewhat behind other sectors in terms of social media, agrees King. They tend to rely more heavily on traditional media outlets and tactics instead, so a PR agent's responsibilities will include bringing them up to speed in the digital era.

"Many nonprofits just operate in their sector and simply don't have the internal force needed to reach out to media," explains Brent Lang, director of Community Impact Fund at The Surrey Foundation.

Paid staff members of a nonprofit are also usually stretched very thin, says Kaye. While this happens in the for-profit sector too, it is more pronounced in the nonprofit world. "A handful of paid staff may run a very large organization comprised primarily of volunteers," she says. So whether a PR rep needs more information for a campaign or approval for a media placement, the dynamic of a nonprofit organization is different, and it can be chaotic at times.

That's why it's so important for PR reps to be passionate about the nonprofit's work, King reiterates. To rally the troops, a PR professional needs to understand and truly believe in the mission and message of the nonprofit they represent.

Gracie

ProfNet, a service of PR Newswire, has helped journalists and experts connect since 1992. Writers can search the ProfNet Connect database of more than 50,000 profiles; send a ProfNet query by email to thousands of subscribers around the globe; or get timely experts and story ideas by email.

Each week, Dear Gracie answers questions from ProfNet Connect readers with advice from our network of nearly 50,000 ProfNet experts. Has there been a question burning in your mind lately, something you've been wondering that none of your colleagues can answer? Please send it to grace.lavigne@prnewswire.com

Dear Gracie,

There's a lot of information out there about what can be included in a press kit, but I want to know what should be included in a press kit. What information do journalists actually use from a press kit? What annoys them about press kits? How can I make my clients' press kits better?

Press Kit Contemplator

*******************

Dear Press Kit Contemplator,

Nine ProfNet experts provide their insight:

What Should Be Included in a Press Kit?

"A media kit is absolutely essential for anyone mounting a public relations or media campaign," says David Johnson, CEO of Strategic Vision, a PR and political consulting agency. "Many of the major media outlets won't even consider a guest or doing a story if there is not a media kit."

For example, major television networks rank potential guests using a 0 to 10 scale, says Johnson. If a guest does not have a media kit, they automatically rank at 0 and have no realistic chance for an interview.

"Media kits are a factual snapshot of who you are as a singular entity and what your offerings or products are," explains Peter Kelly, communications specialist and co-owner of Framework Media Strategies. Unlike promotional materials, media kits are meant to act as "the holy grail" of information for you and your business.

Although media kits often become dynamic documents, Kelly continues, they usually all have some elements in common (biographical or background information, photos and/or video content, etc.), but differ depending on what type of audience is being targeted.

Johnson's press kit includes information on the company or product, bios of key company personnel, photos of the personnel and products, previous press releases from the company, FAQs and a sampling of previous media coverage.

Shel Horowitz -- copywriter, marketing consultant and author of "Guerilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet" -- also recommends including photos, book covers, sample interview questions (great for TV or radio journalists), prior media mentions and other credibility builders, and maybe even some free content that can be used on a non-exclusive basis.

Check out Horowitz's press kit (which includes a photo of PR Newswire's billboard in Times Square).

"I tell my clients that they need to write and submit thought leadership articles to top websites, blogs and ezines, and then put those article placements into a media kit on their websites, as well as the ones used for print," adds Eric Gruber, article and content marketing expert at ArticleMarketingExperts.com. Media kits need to prove to the press that the expert is respected. "Start writing and submitting articles," he suggests to experts looking for press.

Michael Laderman, assistant vice president for communications and marketing at Barry University in Florida, says that in the university's press kit, he includes the university magazine, view book, campus life brochure and general facts.

For an event, conference or trade show, John Brooks, director of media relations and news at North Park University in Chicago, suggests including background information on the event, schedules, downloadable photographs of the speakers or company logos, biographical information on the presenters, news releases, social media connections and event registration information.

Maximizing Chances: Less is More

Everyone in PR wants to get their message out there in as many ways as possible, says Laderman. But PR professionals need to create media kits that will maximize the chance of the press viewing it -- otherwise, it's a waste of time and effort.

"Journalists have both praised and cursed press kits since the dawn of professional public relations," says Kelly. Journalists might get annoyed with a press kit if it includes nonsensical business jargon, "exciting" filler content or information that is too broad to use.

Journalists simply don't have the time to leaf through countless pieces of information, explains Laderman. "Today's journalists find themselves at the mercy of instant deadlines and being on call 24/7," he says. The Internet's "post first, edit later" mentality does not give reporters time to sift through tedious press kits.

Press kits should include as little as possible, agrees Winston Barclay, assistant director of arts center relations, and writer and editor of news services at the University of Iowa. "From a reporter's standpoint, I can attest that reporters are not impressed by the bulk of a press kit -- they are annoyed," he says. Including a lot of information in a press kit means you're asking a journalist to devote a lot of time to slogging though the material. "I used to just toss most of them," Barclay admits.

But a press kit with factual information (like press releases, organization background, FAQs, etc.), is a valuable tool that can leverage press, and create a positive connection between the PR team and publication, says Kelly.

Melissa Simas Tyler, former news anchor and broadcast journalist, and current director of communications for O'Neill and Associates in Boston, says she relied heavily on well-crafted press kits during her 11 years as a journalist. "The press kit answered the questions I didn't have time to ask an interview subject, or felt as if he or she just wouldn't know the answers to off-hand," she says. "The best press kits contain impressive facts that bolster any story."

A comprehensive press kit might only include a press release, a fact sheet with bullet points and maybe a CD, continues Tyler. Suggested questions and a sheet with the interview subjects' names and titles can also be very useful, she adds.

"After designing your piece, test it out with some journalists with whom you've established a relationship," advises Brandi Palmer, manager of media relations in the Office of Communications at Florida's Stetson University College of Law. "Ask them if the format works for them. If it doesn't work, rethink and rework the piece."

Palmer also suggests asking these journalists what the best time of day, or day of the week, is to send them information. "Late on a Friday or very early on a Monday may be an overwhelming time to add another email to a journalist's inbox," she says. "Show the journalist that you respect their time and input."

Digital vs. Hard Copy

The purpose of a press kit is to provide important details and a little background in a multimedia format that appeals to journalists working in a variety of media, says Palmer. It can be delivered in as many media as journalists use, from video to still photography to audio to text.

Nowadays, media kits are usually available as downloadable documents on company websites, or as attachments that can be sent via email, explains Kelly. In this age of going green, kits might also be available on CDs or USB flash drives.

Most journalists prefer an electronic media kit as a link they can open, says Johnson.

Most reporters want to be able to download logos and photos to their own computer, or send them to photographers and artists working on page layouts, says Brooks. It's also a good idea to make press kit materials appropriately formatted for smartphones, he adds, because that means the information will be widely available and accessible to reporters from almost anywhere.

"Set up a website that lets people click to the pieces they need," advises Horowitz.

"Digital or online press kits are preferable, but only if they provide just the kernel of the story or event," adds Barclay. Put in all the links you want, but make sure they are clearly identified, so the reporter can easily access or ignore them. "But the basic content should be as brief as possible," he says.

And despite all of our technological advances, there are still those that desire a hard-copy version (perhaps due to the fact that our population consists of varying age groups), says Kelly.

However, hard-copy press kits are typically only used if they need to be mailed or hand delivered at events or trade shows, says Kelly.

If kits are going to be on-hand at an event, add a press release and facts pertaining to that respective event, suggests Laderman.

But remember: "If you can, do both a print and electronic version of your piece," suggests Barclay. That way, journalists can use whichever way is easier for them.

For example, Brooks created a press kit for a national news conference a few years ago, with 28 reporters in attendance. Hard-copy background materials were provided in advance, but were also easily accessible after the conference via the Web.

"What really worked is that the photographs we posted of the principal speakers appeared in newspapers all over the country the next day, and so did portions of the support materials we posted," says Brooks. "Had we provided these resources only in print, much of that material would not have appeared."

ProfNet, a service of PR Newswire, has helped journalists and experts connect since 1992. Writers can search the ProfNet Connect database of more than 50,000 profiles; send a ProfNet query by email to thousands of subscribers around the globe; or get timely experts and story ideas by email.

Each week, Dear Gracie answers questions from ProfNet Connect readers with advice from our network of nearly 50,000 ProfNet experts. Has there been a question burning in your mind lately, something you've been wondering that none of your colleagues can answer? Please send it to grace.lavigne@prnewswire.com

Dear Gracie,

I'm a blogger, and I recently posted an article that touched on some PR issues. I referred to PR reps in the article as "flacks," and got a lot of flak for it! I never knew before that "flack" could be considered a slur, and I don't want to offend anyone -- but after reading some blog posts on the topic, it seems like there's no consensus even within the industry. How bad of a word is it really?

Blushing Blogger

******************

Dear Blushing Blogger,

15 ProfNet experts weigh in on this controversial word:

"Flack" Implies Moral Sacrifice

"When public relations or communications professionals are called a 'flacks,' it implies that we will say anything for a buck," says Donna Maurillo, director of communications and tech transfer at Mineta Transportation Institute. "It says we will take a negative story and turn it into something positive despite all evidence to the contrary. It says we have no ethics or self-respect."

"I don't care what the actual history is regarding the term, I just know how it is perceived by the vast majority of colleagues and peers," says Scott Sobel, president of Media & Communications Strategies. "It has always meant the 'flack' can't be trusted and has an agenda that isn't presented in a truthful manner."

"'Flack' describes someone who lobbies another for money," agrees Daniel Collins, senior director of media relations at Mercy Medical Center. Of course PR agents all like to be paid, but the term "flack" implies that ethics, morals and the greater good are forfeited for a paycheck.

Name-calling, even if it was intended to be used "respectfully," does harm by downgrading the value of the profession, explains Ronald Hanser, president of Hanser & Associates. The word "flack" negatively affects the industry overall because it does not shed any light on the positive impact that PR professionals have on American society every day.

"There is no way to make 'flack' palatable, or pass for anything other than a hackneyed insult," says Carey O'Donnell, owner of O'Donnell Agency. The remark is typically used by journalists tired of being hounded by PR agents with dim-witted pitches, or perhaps anyone in the news industry who is weary of comparing their salary to often higher-paid non-journalists in the PR industry, she says.

The term paints a PR person as a nuisance, rather than a serious professional, agrees Cheryl Sloofman of The Boreland Group.

"This term gives a black eye to our profession," says Lisa Rinkus, president of LJPR. "Nothing makes my blood boil more than when I hear someone describe hardworking, knowledge public relations professionals as 'flacks.'"

For example, says Maurillo, what comes to mind when you think of "attorney" vs. "ambulance chaser"? "Physician" vs. "quack"? "Accountant" vs. "bean counter"?

"Each of these terms has very strong connotations that bring to mind specific images: one positive, and the other negative," says Maurillo. Derogatory names are purposely used to undercut, deride, disparage, scorn or ridicule someone or something, she says.

"Have we known some in our profession who are embarrassments? Of course we have," admits Maurillo. "They are part of every industry. So why do we allow the public perception of our entire honorable profession -- the communications profession -- to be tainted by unethical practitioners?"

"Among ourselves, we may agree that we always try to do the right thing, that we would refuse to do anything unethical," continues Maurillo. "But we cannot seem to translate that honor into a fine and respected reputation for our own industry."

"My own son once asked, 'How can you be in PR? All you do is make bad people look like saints,'" says Maurillo.

Why are PR agents marginalized in this way? The answer: "Words have power," she says. "More than any others, we are the people who know that! So why do we continue to sit silently when we are called 'flacks,' 'spin-meisters' and other derogatory terms?"

"Like many in the profession, I have devoted my 40-year career to helping people understand public relations," says Hanser. "For that reason, I find the word 'flack' to be inflammatory, condescending and offensive."

Just for fun:

[image from KnowYourMeme.com]

"Flack" Is Outdated

The term "flack" dates back to decades ago when publicists were agents who spun stories, whispered things in people's ears, etc., mostly regarding celebrities," says Filomena Fanelli of The Boreland Group. "This is hardly the same as someone who specializes in crisis management, thoughtful opinion pieces and serious newsworthy press releases."

"This is a very limited definition of public relations," agrees Hanser. "It's almost a 1950s era understanding of the scope of public relations."

"Flack" reinforces an old Hollywood depiction of PR people, concurs Collins. It brings to mind either a slimy sort of person who puts a positive spin on things like seal clubbing or strip mining, or an empty-headed bimbo who attends lots of parties and networks for no apparent reason.

Perhaps "flack" brings that old Hollywood image of PR people to mind because the word is frequently used specifically in the entertainment industry, says Hanser. He admits that he has never actually been present to hear anyone call a PR pro a "flack" -- he's only heard it used in movies or on TV.

For instance, "flack" reminds president of The Boreland Group, Jennefer Witter, of the movie "Sweet Smell of Success," where Tony Curtis' character played an unscrupulous, immoral press agent.

Very few people in media still use the word "flack," agrees John Goodman, president of John Goodman PR. In the past, when there was a clear line between the media and PR industries, the word was degrading and derogatory. "But as the media business experienced contraction and layoffs, more and more 'journalists' sought jobs and began careers in public relations," he says.

After many years of working at news outlets and constantly worrying about when the next wave of layoffs would come, Goodman switched his career track to PR. "I still have many friends and contacts who work in media," he says. "Unless it's in jest, no one is going to call me a 'flack.'"

And that's because these days, with so many PR pros as former reporters, editors, producers, etc., the differences between the media and PR industries are no longer black and white. Goodman earned respect as a journalist first, and now he earns respect from journalists by helping them with their stories. The dynamics have changed.

"Flack" vs. "Flak": Origin of Negativity?

According to Google Dictionary, flack is a noun that means "publicity agent."

Meanwhile, flak has two definitions: 1) antiaircraft fire, and 2) strong criticism.

Neil Gussman, strategic communications and media relations manager for Chemical Heritage Foundation, and former Army chemical engineer who served in Iraq (and who has experienced the first definition of flak firsthand), more clearly describes the antiaircraft-fire definition as the shrapnel and bullet shells that rain down on allies while firing at enemy aircraft.

Maybe the negative connotations of flack come from this connection with flak, Gussman hypothesizes.

As for the second definition of flak (like when someone says "don't give me any flak"), this associated meaning is perhaps also why the flack reference to PR agents has negative undertones, speculates Fanelli.

"Some publicists may get offended by the term because they believe 'flack' denotes criticism," says Todd Fraser, account director at INK Inc. Public Relations. "But they need to take a step back from that because that definition is spelled 'flak.'"

Why Some Reps Don't Care If You Call Them a "Flack"

"Flack" isn't a bad word, but a silly one, says Henry Stimpson, principal of Stimpson Communications. "What me and 99 percent of other PR people do today is miles away from 'flackery,'" he says. "You can call me a 'flack' if you want, but I'll just chuckle at your ignorance."

"'Flack' is slang, but I don't think it's something for us to get worked up over," agrees Tim O'Brien, owner of O'Brien Communications. "In more formal usage, we call ourselves 'public relations professionals' or 'communications practitioners,' but in less formal settings, we can be called 'flacks.'"

However, the word "spin" needs to be avoided at all costs -- formally or informally, stresses O'Brien.

"Publicists have been called a lot of things, some of which aren't appropriate for print," says Fraser. "But I've always been on board with the term 'flack.' To me, it conjures up the idea of a club for all of us who smile and dial for a living," he says. "It has an old-school feel, like calling a newspaper writer a 'scribe.'"

But Fraser agrees with O'Brien that "spin doctor" implies dishonesty and should never be used.

"As a new public relations professional, I was advised of the term 'flack,' and the ensuing debate as to whether the term was derogatory or offensive," says Suzan French, a seasoned PR professional. "Many years in the industry later, the argument is silly to me," she says. "So when it came time to name my own PR firm, I had no reservations about my choice: FlackShack."

"I don't think of all slang terms as less credible," explains French. "I associate many of them with respect and trust."

For example, when French hears "doc," she imagines a "big, gruff, older gentleman in a white lab coat -- the same one who treated my poison ivy, delivered my babies and came to my elderly mother's bedside during her final days."

"'Hack,' 'flack,' 'shrink' all conjure up images of those experienced in their professions, who have been working at their trade for a long time, and are good at what they do," continues French. "Words like 'geek' and 'nerd,' which were once considered derogatory, are suddenly cool," she adds.

"Though public relations should be taken seriously, it does not have to be serious in nature all the time," French continues. "Some of the most successful campaigns have been those that were tongue-in-cheek, playful and sometimes just plain silly."

French concludes: "I don't know who said it first, but I have to agree: 'I don't care what you call me, just call me.'"

Readers: What's your take?

Gracie

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