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Is Your Local School System Increasing Your Equity?
Closing a Home Sale
Urban Renewal
How New Job Skills Can Enhance Your Chances of Being Hired
The Importance of Soft Skills During Your Job Search
MEDIA JOBS
Content Specialist - Yuma, Ariz.
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#ConnectChat Recap: Best Practices for Social Media Privacy
Dear Gracie: Tips and Tricks for Interpreting Polls
Tool Spotlight: Concentrate
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EXPERT ALERTS
Expert Alerts are listings of ProfNet members who are available to discuss timely news topics. If you are interested in interviewing any of the experts, please contact their media representative at the end of the listing. You can also find Expert Alerts online at bit.ly/pncalerts
Facebook IPO: The Media Calling 'Flop' Are Wrong Charles Trzcinka Professor of Finance Indiana University Kelley School of Business Trzcinka can discuss the Facebook IPO and his predictions for the stock, as well as Nasdaq's problems and the related SEC investigation. "Facebook floated a $24 share price at the beginning of the road show. They raised it to $38 and it ‘fizzled.’ Keep in mind that Facebook raised the capital it wanted and didn't leave much on the table. This is evidence it will be a good investment over the next few years. Nasdaq's failure may have had a material effect on the end-of-day price. The hype was dampened by computer problems. Still, the price was well set. The valuation was the highest they could get, especially given that a substantial number of shares were not traded. It's not at all surprising that it's dropped below $38 and I expect it will settle below that." Trzcinka previously served as senior economist with the Office of Economic Analysis of the United States Securities and Exchange Commission. He has also been a consultant to a variety of investment organizations, including the Virginia Retirement System and the New York State Attorney General's Office. He has published extensively in well-respected financial academic journals such as the Journal of Finance and Journal of Financial Economics. Bio: bit.ly/KwJ7DL Website: www.kelley.iu.edu News Contact: Olivia Goodman, olivia.goodman@gabbe.com or +1-212-220-4444
Is Your Local School System Increasing Your Equity? Kristin Brown-Orr Realtor "There are several factors to a home's location that will play in to its overall value. This includes proximity to major highways, accessibility to amenities such as shopping and hospitals, and the quality of the local school system. Even if you don't have children and never plan to utilize the public school system, the education district associated with your home is very important to your home's ability to retain value and gain equity. It is also important to consider when it becomes time to resell. When you live in an area that touts an award-winning public school system, and you don't fall within the district, selling your home to buyers with children can be extremely difficult." News Contact: Anna Steinbock, anna@exposeyourselfpr.com
Closing a Home Sale Chip Poli CEO Poli Mortgage Group "After the seller accepted an offer, the appraisal came back under what you agreed to pay. What do you do now? First and foremost, talk to your Realtor to see if they have some additional comparable homes that would support the value of the purchase price. If your Realtor does have some that fit the requirements, they may be used for the appraiser to redo their appraisal to reflect the comps and raise the value accordingly. On the other hand, if the property will just not appraise at the purchase price agreed upon, it is time to put on your negotiation hat. Do you want to pay more for the house than the area indicates it is worth, or do you walk from the deal and begin shopping again? A lot of this depends on your individual situation." News Contact: Anna Steinbock, anna@exposeyourselfpr.com
Urban Renewal John McGrail CEO Mayo Group "Whether to avoid overcrowding, employ new technology or 'clean up' crumbling city spaces, the concept of urban redevelopment has a lengthy and successful history in metropolitan areas throughout the U.S. and all over the world. Urban renewal has been changing the faces of cities and neighborhoods since the late 19th century, when the purpose and usefulness of existing urban development began to change and necessitate re-imagining. There is an increasing demand for modern residential properties in large urban areas. People want to be able to live near work, and they also appreciate the easy access to city parks, museums, theaters and other downtown attractions." News Contact: AnnaSteinbock, anna@exposeyourselfpr.com
How New Job Skills Can Enhance Your Chances of Being Hired Tammy Newsom Director of Career Services Brown Mackie College in Birmingham, Ala. "Many Americans are involved in prolonged job searches these days. With the U.S. Bureau of Labor Statistics (bit.ly/Li0haP) reporting the unemployment rate still hovering around 8 percent at the end of April, competition among job seekers can be daunting. This is a good time to evaluate your viability in the job market, beginning with an assessment of your skills. Employers can be picky; there’s a large pool of applicants to choose from. Candidates must be sure to offer a well-rounded skill set, not just technical knowledge. But one skill that cannot be overlooked is computer competency. If you don’t know how a right click can help, or you can’t find a drop-down menu on the browser, you need to take a class in basic computer skills and learn the programs used in your field. You’ll be glad you did -- you will definitely become more marketable." Newsom reveals several must-have attributes that employment candidates should possess. News Contact: J. Stephen Dobbins, stdobbins@brownmackie.edu or +1-513-830-2005
The Importance of Soft Skills During Your Job Search Barbara Schafer Director of Career Services Brown Mackie College in Boise, Idaho "As many Americans continue to search for employment, everyone is looking for ways to make the most of every interview opportunity. Of course, a good resume will reflect your technical training and experience. However, there is more to your overall qualifications than that. Your soft skills are an important part of the whole package. Confidence and a positive attitude are important soft skills that many employers value as much as technical ability. Other examples of soft skills include a strong work ethic, flexibility, time management skills, good communication skills and working well in a team environment." Schafer can offer advice to help you make a more comprehensive case as an optimal candidate for the position you seek -- a case that includes your soft skills. News Contact: J. Stephen Dobbins, stdobbins@brownmackie.edu or +1-513-830-2005
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MEDIA JOBS:
Following are links to job listings for staff and freelance writers. You can view these and more job listings on our Job Board: bit.ly/pncjobboard
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#CONNECTCHAT RECAP: BEST PRACTICES FOR SOCIAL MEDIA PRIVACY: ProfNet Editor Evelyn Tipacti interviewed expert Ari Zoldan on how to protect business interests on social media: bit.ly/KkzRE2
DEAR GRACIE: TIPS AND TRICKS FOR INTERPRETING POLLS: ProfNet Editor Grace Lavigne explains how to know when a poll is accurate or biased: bit.ly/JdG0iy
TOOL SPOTLIGHT: CONCENTRATE: ProfNet Editor Jason Hahn highlights this Google Chrome add-on that enables users to block distracting sites for a set amount of time: bit.ly/KpQlv1
Via this column, we'll explore one grammar rule each week. If you have a grammar question you'd like me to address, please drop me a line at grace.lavigne@prnewswire.com and I'll do my best to answer it.
What do you think of when someone says "ballet"? A thin woman in a pink tutu with graceful arms? An elegantly dressed older couple clapping politely in a darkened theater? Toe shoes and dramatic music?
Ballet is a sophisticated art form that expresses human sentiments, non-verbally, through the human form in motion. So what does it have to do with grammar?
Not much, in fact. But the commas in "art form that expresses human sentiments, non-verbally, through the human form" illustrate the typical pattern for adjectives that follow the word they modify. The comma after "sentiments" is not really separating the adjective from the noun; it is one of a pair of commas that make the adjective parenthetical. "Non-verbally" is almost an afterthought -- it really is parenthetical.
When the modifier is not a simple adjective, but a participle or an adjectival phrase or clause, it is set off by commas if it is parenthetical, except if it is defining:
Parenthetical: The dancer, leaping from the floor, seemed to float in the air.
Defining: The dancer leaping from the floor left the stage.
And while we’re talking about dancers, "ballet" doesn't usually conjure up images of street rioting or enraged citizens with pitchforks and torches -- but it should this month because of something that happened about 100 years ago in France.
On May 29, 1913, Igor Stravinsky introduced his magnum opus to the people of Paris. It was his 33-minute "The Rite of Spring" choreographed by Vaslav Najinsky, and it employed intensely rhythmic scores, dissonant sounds and asymmetric melodies that stirred up so much human emotion, non-verbally, that it caused the theater-goers that night to riot. (Talk about people who take art seriously!)
Americans of a certain age might remember the music from scenes in Disney's "Fantasia":
When the ballet began in Paris that night, the audience started to boo and hiss in response to the gratuitous "fertility dances" Stravinsky had included in the score and Najinsky had so successfully illustrated through his choreography. As the music intensified, fistfights erupted and spilled into the aisles. The ballet's producer frantically switched off the lights in a vain attempt to control the crowd. The chaos continued even after police arrived, spilling out into the streets.
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,
With elections approaching, I've seen a lot of polls in the news recently. How do we know if the polls are accurate or biased?
Puzzled by Polls
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Dear Puzzled by Polls,
Three ProfNet experts provide some insight:
What You Need to Understand About Polls
"Creating and fielding a poll is not something that just anyone can do at the drop of a hat," says Jason Reineke, associate director of the Middle Tennessee State University (MTSU) Poll, which is a statewide, biannual poll of Tennesseans; as well as the university's assistant professor of journalism.
"It is both an art and a science, and the people who do it well usually have extensive training and expertise," continues Reineke. "Like a journalist, lawyer or medical doctor, being a pollster is a profession."
Polls are snapshots in time and not predictive tools, explains David Schultz, law and graduate school professor at Hamline University's School of Law, and editor of the Journal of Public Affairs Education. For example, polls conducted today about the presidential elections are not necessarily indicative of what will happen in November.
"A common problem with political polls is that they are often fielded by one party to support its agenda," adds Bob Clark, president of 24K Marketing.
Some polls are better than others, but the value of a poll can be better determined by the goals that it was designed to address, rather than one-size-fits-all rules, says Reineke. "Nonetheless, there are some standards that can be applied across most polls."
Transparency
Pollsters should freely and honestly report information about the poll's funding, affiliation, methodology, data and analysis, explains Reineke.
"If the source of a poll can't or won't tell you how they sampled respondents, how they interviewed them, what the questions and response options were, what the response rate was, or other details about the poll, then the results should be taken with a commensurate grain of salt," he advises.
Also, be skeptical of a poll if it was designed and conducted by someone without recognized credentials, experience and reputation, says Reineke. Just you'd be skeptical about a doctor without a degree or a journalist without any bylines.
One indicator of bias in surveys are leading questions, says Clark. For example: Are you better off now under the Obama administration than you were four years ago?
This question is biased because it ties Obama to the issue, says Clark.
"A poll is only as good as the questions asked," agrees Reineke. Questions should not encourage or discourage respondents to provide a particular response over others, and should only ask about one thing at a time.
Conversely, answers to questions should not include biased or politically charged words, says Clark. For example, phrases like "tax breaks for the rich" (instead of "tax reduction/reform"), "Obamacare" (rather than "healthcare reform") and "War on Terrorism" (instead of "War in Afghanistan") are all political labels with divisive meanings.
"Answers to questions that include these terms are more likely to be used by one party to validate their agendas," Clark explains. Thus, this is not a projectable measurement of public sentiment on issues.
Reineke also suggests considering these three guidelines regarding poll answers:
Response options should be exhaustive, meaning that any possible response is represented by a response option.
Response options should be mutually exclusive, meaning that participants will need one and only one response to indicate their answer.
Pollsters, and consumers of their results, should also pay attention to potential order effects, meaning the ways in which a previous question, or a participant's response to it, might affect interpretation or response to following questions.
Population Sampling
"Polls work by contacting a sample of the population of interest," says Reineke. That sample should be representative, meaning it should have the same proportion of all important characteristics as the population.
Representative samples are often achieved through random sampling, which means every member of the population has an equal chance of being selected, he says. "Pollsters should be prepared to explain how their sampling is random if they claim it is so."
"In cases where sampling is not random, pollsters should be able to explain how their sample is representative of the population, and provide appropriate cautions about the extension of results to groups who were not adequately represented in the sample," continues Reineke.
Population Size
"The size required for a random sample to be representative of the population in question is dependent on the size of the population," says Reineke. "The larger the sample, the smaller the margin of error."
In the simplest terms, "margin of error" is a statistic that shows how well the selected sample predicts things about the entire population.
Look at margins of errors when evaluating polls, suggests Schultz. "I would say any poll with margins of errors greater than +/- 4 are meaningless, since that means the results could be off by as much as eight points."
Interestingly, there is not much difference between the margin of error for a sample of 5,000 Americans vs. a sample of a million Americans, says Reineke. However, there is a significant difference in margin of error for a sample of 500 Americans vs. 2,500 Americans.
Statistical formulas aside, as a rule of thumb, you should look for a sample between 500 or 1,000 for state polls; and 1,000 or 2,000 for national polls, says Reineke.
"For presidential polls, I am suspect of any poll with survey samples of much less than 1,000 people," agrees Schultz. "They probably need about 1,200 to 1,500 people to be accurate, especially if one wants to tap into swing voters or the views of particular subgroups."
Also, ignore any poll that does not have a confidence level of at least 95 percent, says Schultz. Some polls have confidence levels of only 90 percent, which means they are only 90 percent confident that responses were within their margin of error. In other words, 10 percent of the time they are not sure if sample answers were indicative of the true population (not good).
Furthermore, polls are only as good as the underlying assumptions that go into them, continues Schultz. For example, a poll that lists 50 percent of those who responded as Democrats is skewed in terms of over-representing Democrats.
That's why samples are sometimes weighted to better represent the population of interest, says Reineke. For example, if African-American males ages 18-35 are 1 percent of the sample, but 2 percent of the population, a pollster might mathematically adjust the sample so that responses of individuals in that demographic actually count as two responses each, thus better reflecting the population.
Regardless, pollsters should report their sample size and their margin of error, and provide information about how they sampled so that others can evaluate their claims and methods, Reineke stresses.
ProfNet is a free service that provides journalists, bloggers, authors and other writers with links to experts and story ideas on the topics they cover. You’ll also find links to job opportunities and other news and resources we think you’ll find useful. To receive these updates by email, send a note to profnet@profnet.com with the industries you cover, and we'll add you to the appropriate edition.
If you’re in need of an expert source, you can also submit a free ProfNet query and have qualified sources come to you, or search the free ProfNet Connect database, which features nearly 50,000 user profiles, all searchable by keyword.
Weekly Roundup: What Bloggers Want, Magazine Covers, Aggregation
Paywalls Are Paying Off for Newspapers
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EXPERT ALERTS
Expert Alerts are listings of ProfNet members who are available to discuss timely news topics. If you are interested in interviewing any of the experts, please contact their media representative at the end of the listing. You can also find Expert Alerts online at bit.ly/pncalerts
Dharun Ravi's Sentencing: Why It Wasn't Enough Jeannine Bell Professor of Law Indiana University Maurer School of Law Bell is available for comment on Dharun Ravi's sentencing: "The 30-day sentence does not send the appropriate message to any of the important groups -- neither the perpetrators who might think about doing something similar, nor victims groups that are primarily concerned that actions that harm GLBT students are appropriately punished. The worst consequence of this type of sentence is for universities, which might have seen a stiff sentence as a wake-up call to address anti-gay bullying, and be more proactive about the rooming and protection of GLBT students on campus." Bio: bit.ly/KjXRI0 Website: law.indiana.edu News Contact: Olivia Goodman, olivia.goodman@gabbe.com or +1-212-220-4444
Facebook IPO: The Media Calling 'Flop' Are Wrong Charles Trzcinka Professor of Finance Indiana University Kelley School of Business Trzcinka can discuss the Facebook IPO and his predictions for the stock, as well as Nasdaq's problems and the related SEC investigation. "Facebook floated a $24 share price at the beginning of the road show. They raised it to $38 and it ‘fizzled.’ Keep in mind that Facebook raised the capital it wanted and didn't leave much on the table. This is evidence it will be a good investment over the next few years. Nasdaq's failure may have had a material effect on the end-of-day price. The hype was dampened by computer problems. Still, the price was well set. The valuation was the highest they could get, especially given that a substantial number of shares were not traded. It's not at all surprising that it's dropped below $38 and I expect it will settle below that." Trzcinka previously served as senior economist with the Office of Economic Analysis of the United States Securities and Exchange Commission. He has also been a consultant to a variety of investment organizations, including the Virginia Retirement System and the New York State Attorney General's Office. He has published extensively in well-respected financial academic journals such as the Journal of Finance and Journal of Financial Economics. Bio: bit.ly/KwJ7DL Website: www.kelley.iu.edu News Contact: Olivia Goodman, olivia.goodman@gabbe.com or +1-212-220-4444
Big Challenges With ‘Big Data’ Larry Kanter Forensic Accountant Kanter Financial Forensics in Dallas “‘Big data’ has fast become one of the most common -- and most misunderstood -- business buzzwords of 2012, referring to the trend in which businesses of all types are collecting more information from more sources than ever before. Businesses are collecting incredible amounts of data, often without plans for storing and using this information. The sheer amount and decentralized locations of all that stored information makes it extremely difficult to filter out the minutiae and analyze the information in a useful way. Then when it’s time to retrieve the data for a lawsuit or for any other reason, it takes a forensic accountant to piece it together and tell the story.” News Contact: Mark Annick, mark@androvett.com or +1-800-559-4534
Medical Debt Collectors’ Tactics Scrutinized Brandon Starling Debt Collection Attorney Shackelford Melton & McKinley in Dallas “A debt collection firm that allegedly confronted patients in ER waiting rooms in three different states about payment of medical bills prior to receiving treatment could face fines for violating federal laws. The one thing you could argue is that this practice violates a provision of the Fair Debt Collection Practices Act (FDCPA) that prohibits using an inconvenient time or place to communicate with the consumer. Approaching someone about bills while they’re in an emergency room probably isn’t very convenient for the consumer.” News Contact: Dave Moore, dave@androvett.com or +1-800-559-4534
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MEDIA JOBS:
Following are links to job listings for staff and freelance writers. You can view these and more job listings on our Job Board: bit.ly/pncjobboard
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GREEN BLOGS: LET'S TREE HUG IT OUT: PR Newswire's Thomas Hynes reviews his favorite environmental blogs: bit.ly/LdeO41
WEEKLY ROUNDUP: WHAT BLOGGERS WANT, MAGAZINE COVERS AND AGGREGATION: ProfNet Editor Jason Hahn recaps the top PR and media stories from the past week: bit.ly/Jm1Hy1
PAYWALLS ARE PAYING OFF FOR NEWSPAPERS: ProfNet Director Maria Perez discusses newspapers' steady increases in circulation revenues after implementing paywalls: bit.ly/JaPFq4
ProfNet is a free service that provides journalists, bloggers, authors and other writers with links to experts and story ideas on the topics they cover. You’ll also find links to job opportunities and other news and resources we think you’ll find useful. To receive these updates by email, send a note to profnet@profnet.com with the industries you cover, and we'll add you to the appropriate edition.
If you’re in need of an expert source, you can also submit a free ProfNet query and have qualified sources come to you, or search the free ProfNet Connect database, which features nearly 50,000 user profiles, all searchable by keyword.
Why David Einhorn Is Shorting Two Multilevel Marketing Firms
Big Challenges With ‘Big Data’
Resume Fudging Damaging to Both Executive and Employer
PJM Capacity Auction Surprises
Is Renting a Better Option Than Buying for You?
Thinking of Buying a Franchise? Think Again
Pack for a Move Like a Professional
Prequalification vs. Pre-Approval
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OTHER NEWS & RESOURCES
Upcoming #ConnectChat: Best Practices for Social Media Privacy
Investigative Reporting: An Introduction
Dear Gracie: How to Enhance Your Twitter Profile
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EXPERT ALERTS
Expert Alerts are listings of ProfNet members who are available to discuss timely news topics. If you are interested in interviewing any of the experts, please contact their media representative at the end of the listing. You can also find Expert Alerts online at bit.ly/pncalerts
Why David Einhorn Is Shorting Two Multilevel Marketing Firms William Keep Dean for the School of Business The College of New Jersey (TCNJ) Keep can discuss why investor David Einhorn may be shorting Herbalife and Nu Skin, two multilevel marketing firms: "One has to take seriously Einhorn's concerns, given his reputation and success in betting against Allied Capital and Lehman Brothers. Naturally, the data will tell the story, though I am sure Einhorn has already found that, unfortunately, most multilevel marketing firms use vocabulary to describe business activities unlike that used among other businesses. This, of course, results in reduced transparency." Keep and Dr. Peter Vander Nat, a senior economist at the Federal Trade Commission, co-authored a paper that provides an analytical model that can, at a minimum, shed light on the underlying business model of multilevel marketing, including the extent to which some firms may actually operate as pyramid schemes. Though published in 2002, the article has only recently been noticed by the broader business community. Keep is located in Ewing, N.J. Website: www.tcnj.edu News Contact: Emily W. Dodd, eweiss@tcnj.edu or +1-609-771-3066
Big Challenges With ‘Big Data’ Larry Kanter Forensic Accountant Kanter Financial Forensics in Dallas “‘Big data’ has fast become one of the most common -- and most misunderstood -- business buzzwords of 2012, referring to the trend in which businesses of all types are collecting more information from more sources than ever before. Businesses are collecting incredible amounts of data, often without plans for storing and using this information. The sheer amount and decentralized locations of all that stored information makes it extremely difficult to filter out the minutiae and analyze the information in a useful way. Then when it’s time to retrieve the data for a lawsuit or for any other reason, it takes a forensic accountant to piece it together and tell the story.” News Contact: Mark Annick, mark@androvett.com or +1-800-559-4534
Resume Fudging Damaging to Both Executive and Employer Joe Ahmad Executive Employment Attorney Ahmad Zavitsanos Anaipakos Alavi & Mensing in Houston “The departure of now-former Yahoo CEO Scott Thompson over an inaccuracy on his resume is a reminder that executives must be above reproach and worthy of investors’ trust. An executive’s qualifications and integrity are a material element in an investor’s decision, and shareholders must be able to depend on the things that executives tell them. Particularly if a company is having financial difficulties, shareholder groups are inclined to look into every element of a CEO’s background, including any college degrees listed on his or her CV. It’s very difficult to hide anymore. That kind of resume fraud is not very effective and, frankly, is stupid.” News Contact: Mary Flood, mary@androvett.com or +1-800-559-4534
PJM Capacity Auction Surprises Ron Norman Energy Industry Expert PA Consulting Group "As has often been the case with PJM's capacity auction, the results of the 2015/2016 base residual auction revealed some surprises. Overall clearing prices were generally below both PA and the market's expectations, with exception of the ATSI zone. The lower-than-expected prices were likely the result of two factors: 1) significantly less capacity retirement than what had been announced, as was expected, and 2) the entry of approximately 5,000 MW of new, gas-fired capacity that cleared the auction." News Contact: Carrie Gray, carrie.gray@paconsulting.com or +1-212-973-5954
Is Renting a Better Option Than Buying for You? John McGrail Founder and CEO Mayo Group "It's the American dream: buying a house of your own with a yard and a white picket fence -- at least it used to be. For decades, Americans have scrimped and saved in order to buy that starter house and begin accruing equity. But do the same benefits of home ownership apply in every situation? There are a few reasons that renting an apartment might be a more attractive option than buying a home: location, freedom to relocate, maintenance, poor credit, lack of job security, your relationship, space needs and the economy.” News Contact: Anna Steinbock, anna@exposeyourselfpr.com
Thinking of Buying a Franchise? Think Again Jim Lowenstern CEO Castles Unlimited in Newton, Mass. “Buying a franchise may seem like an attractive deal to you -- take an established, successful enterprise and buy a share of it to run yourself. However, it's important to know exactly what you're getting into when you decide to buy a franchise. Here are just some of the pitfalls that can ensue when you sign up to buy a franchise: it might not be as profitable as you think; your opportunities for expansion may be limited; operating a franchise can prove very costly; your creativity may be limited; and by buying a franchise, you'll likely be driving out the little guy.” News Contact: Anna Steinbock, anna@exposeyourselfpr.com
Pack for a Move Like a Professional Kristin Brown-Orr Realtor "Even if you're moving to your dream home, packing up your belongings is usually a daunting task. It's easy to get overwhelmed and completely stressed out if you don't have a process and remain organized. To make a move easier, make a packing supply list and use recycled boxes when possible, get rid of unwanted items, pack a 'must-have' box, and don't forget to gather all school and medical records to bring with you.“ News Contact: Anna Steinbock, anna@exposeyourselfpr.com
Prequalification vs. Pre-Approval Chip Poli CEO Poli Mortgage Group, Inc. Poli can explain the differences between prequalification and pre-approval:“Prequalification takes about an hour and is conducted by a licensed loan originator or broker working for a particular lender. Pre-approval is different than prequalification in that your information has been underwritten by an authorized underwriter. Mortgage lenders often provide in-house underwriters because they can approve your for a home loan quickly and efficiently.” News Contact: Anna Steinbock, anna@exposeyourselfpr.com
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MEDIA JOBS:
Following are links to job listings for staff and freelance writers. You can view these and more job listings on our Job Board: bit.ly/pncjobboard
Following are links to other news and resources we think you might find useful. If you have an item you think other reporters would be interested in and would like us to include in a future alert, please drop us a line at profnetalerts@prnewswire.com
UPCOMING #CONNECTCHAT: BEST PRACTICES FOR SOCIAL MEDIA PRIVACY: ProfNet Editor Evelyn Tipacti will interview expert Ari Zoldan on Tuesday, May 22 from 3-4:30 p.m. EDT: bit.ly/JXqzyA
INVESTIGATIVE REPORTING: AN INTRODUCTION: Wall Street Journal reporter John Emshwiller discusses how to uncover secret information, particularly in business: bit.ly/Ljl2VI
DEAR GRACIE: HOW TO ENHANCE YOUR TWITTER PROFILE: ProfNet Editor Grace Lavigne provides tips on how to write a Twitter bio, choose a wallpaper, more: bit.ly/KPt4T9
Via this column, we'll explore one grammar rule each week. If you have a grammar question you'd like me to address, please drop me a line at grace.lavigne@prnewswire.com and I'll do my best to answer it.
May is the month of proms. Any Friday or Saturday night this month you might overhear a conversation like this one:
"May I have this next dance?" he asked, his voice trembling.
"I'm not sure I should try," she answered. "I'm afraid I might fall in these four-inch heels."
"Well, you may," he mused. "But I'll be here to catch you if you do."
"You might not get to me in time," she suggested. "We might cause a scene."
"What's the risk?" he chuckled. "It’s so crowded in here, we may not even make it to the floor."
Did you notice the use of may and might in this exchange? The words mean essentially the same thing -- they indicate possibility or probability -- which probably explains why many people are confused about when to use may and when to use might.
Use "may" when something is likely to happen and "might" when something is unlikely or less likely to happen.
Note: Might is the past tense of may, so always use might if you are referring to the past.
Probability
Sally may go to prom with Tommy. (more likely)
Sally might go to prom with Tommy. (not as likely)
Possibility
May I go to the prom with Tommy? (more forceful)
Might I go to the prom with Tommy? (less forceful)
Might can also be used to signify obligation, in statements containing mild reproof:
You might show your parents some gratitude for buying you a dress.
So you might fall at prom, but at least now you may actually know the difference between these words!
ProfNet is a free service that provides journalists, bloggers, authors and other writers with links to experts and story ideas on the topics they cover. You’ll also find links to job opportunities and other news and resources we think you’ll find useful. To receive these updates by email, send a note to profnet@profnet.com with the industries you cover, and we'll add you to the appropriate edition.
If you’re in need of an expert source, you can also submit a free ProfNet query and have qualified sources come to you, or search the free ProfNet Connect database, which features nearly 50,000 user profiles, all searchable by keyword.
Clearly Defining Evidence-Based Behavioral Epidemiology Will Solve Behavior Disorders
Dealing With Lost-Animal Cases
New Outbreaks of Pertussis/Whooping Cough
Breakthrough Treatment for Male Athletes
Dangers Increase on Crowded Lakes
Flesh-Eating Bacteria
Medical Debt Collectors’ Tactics Scrutinized
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Upcoming #ConnectChat: Best Practices for Social Media Privacy
Investigative Reporting: An Introduction
Dear Gracie: How to Enhance Your Twitter Profile
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EXPERT ALERTS
Expert Alerts are listings of ProfNet members who are available to discuss timely news topics. If you are interested in interviewing any of the experts, please contact their media representative at the end of the listing. You can also find Expert Alerts online at bit.ly/pncalerts
Clearly Defining Evidence-Based Behavioral Epidemiology Will Solve Behavior Disorders Kelly Burris, Ph.D. CEO Burris Institute “Clearly defining evidence-based behavioral epidemiology requires addressing seven key questions in regard to behavioral epidemiology and three key questions in regard to the term 'evidence-based.' If one does not address these key questions, one is simply guessing. The NIMH, APA and the DSM have not addressed any of the key questions in regard to behavioral epidemiology.” Burris is the author of nine books on human behavior, developer of the evidence-based Subconscious Restructuring (SR) process and CEO at Burris Institute. Burris Institute certifies SR counselors and coaches in the evidence-based SR process. Bio: www.burrisconnect.com/user/kelly-burris-... Profile: www.profnetconnect.com/burris-institute Expert Contact: K@KellyBurris.com
Dealing With Lost-Animal Cases Tim Link CEO Wagging Tales "When I'm on a lost-animal case, I have to deal with the feelings of both the animal and its human companion. As you can imagine, the humans can be distraught and fearful about what may have happened to their animal and if they will ever see them again. I reassure the humans that I will do my best, provide information about steps they should take and indicate how the animal is doing emotionally and physically." As a full-time animal expert, Link has worked with thousands of domesticated animals and their human companions, and he has quickly become the foremost expert in finding missing animals. Link's most popular service is finding lost pets -- mostly beloved cats and dogs. Topics he can discuss include: 1) protecting your pet from getting lost (during summer travel and the Fourth of July); 2) actions to take immediately if your pet is lost. Link is author of "Wagging Tales: Every Animal Has a Tale," and is the current radio host of Pet Life Radio's "Animal Writes" show. He is also the former president of the Humane Society of Forsyth County in Georgia. Link is located in Atlanta. Website: bit.ly/K7C5oF News Contact: Debbie Fitzgerald, debbie@fitzgeraldpr.com or +1-770-887-6060
New Outbreaks of Pertussis/Whooping Cough Christine Turley Professor of Pediatrics University of Texas Medical Branch Dr. Christine Turley, a primary-care pediatrician and vaccine researcher, is available to discuss the pertussis (whooping cough) outbreaks occurring across several states: “Whooping cough is on the rise in a number of states. In Texas, for example, one county alone reported nearly 100 cases in the past few months, and neighboring counties are noting an uptick. What we are seeing in Washington state is very alarming, but, unfortunately, not surprising given low vaccination rates. This type of outbreak -- just as we observed in California a few years ago -- is inevitable when large numbers of children are under or un-immunized.” News Contact: Brianne O’Donnell, brianne.odonnell@gabbe.com or +1-212-220-4444
Breakthrough Treatment for Male Athletes Gregory Albert M.D., PA Cosmetic and Reconstructive Surgeon Gregory Albert Plastic Surgery Dr. Albert is the official plastic surgeon of the Florida Panthers NHL team: "After stitching up the faces of the Panther players in the locker room, their level of confidence in me performing other procedures has grown. They are now more comfortable coming to me with other issues. One procedure I often perform treats excessive sweating, which makes men feel uncomfortable wearing certain clothing, in fear of sweat marks. Lasers, rhinoplasty, liposuction and facial surgery are performed in my office as well. Plastic surgery today for men is widely accepted and utilized by players and the general male population to maintain their competitive edge." Albert can discuss a breakthrough procedure utilizing Botox for severe underarm sweating, which is approved by the FDA. Website: www.drgregoryalbert.com Profile: www.profnetconnect.com/drgregoryalbert News Contact: Michelle Du Preez, michelle@relevantcommunications.net or +1-561-235-6615
Dangers Increase on Crowded Lakes Robert S. Gregg Personal Injury Attorney The Law Offices of Robert S. Gregg in Dallas “While Memorial Day marks the official start of boating season, lakes are already crowded with boats and personal watercraft. Buoyed by the heat-beating allure of spending the day on the lake, it’s easy to forget that those water-based vehicles can be just as dangerous as the cars and trucks out on the highways. The all-too-frequent mix of power boats, busy lakes and alcohol, compounded by limited operator training, can create a dangerous and sometimes deadly formula. Dozens of people are killed on Texas lakes alone every year, while many others suffer serious injuries and property damage. Boat operators are responsible for maintaining control while ensuring that their passengers and others on the water are not put in harm’s way. Every year we see far too many serious injuries caused by the combination of reckless alcohol consumption and operator error.” News Contact: Robert Tharp, robert@androvett.com or +1-800-559-4534
Flesh-Eating Bacteria Dr. Ashok K. Chopra Professor of Microbiology and Immunology University of Texas Medical Branch “That there are two reported cases so close together is likely a coincidence, and the public need not be worried about contracting this pathogen. That said, people should become more educated about this common bacteria and the deadly diseases that, although rare, it can cause. There are a number of ways bacteria can enter the body, and every individual is different. People whose immune systems are already compromised may be more at risk for serious disease, for example. The bacteria that causes necrotizing fasciitis frequently enters the body through the digestive tract, but entry through cuts and wounds allows it to more easily enter the deeper tissues and cause rare forms of potentially fatal infections.” Dr. Chopra is a professor in the Department of Microbiology & Immunology at the University of Texas Medical Branch at Galveston. Chopra is an expert on aeromonas -- in particular, Aeromonas hydrophila (necrotizing fasciitis/flesh-eating bacteria), which he has studied for more than 25 years. His lab is recognized as an international leader in understanding the molecular basis of pathogenesis associated with this organism. News Contact: Olivia Goodman, olivia.goodman@gabbe.com or +1-212-220-4444
Medical Debt Collectors’ Tactics Scrutinized Brandon Starling Debt Collection Attorney Shackelford Melton & McKinley in Dallas “A debt collection firm that allegedly confronted patients in ER waiting rooms in three different states about payment of medical bills prior to receiving treatment could face fines for violating federal laws. The one thing you could argue is that this practice violates a provision of the Fair Debt Collection Practices Act (FDCPA) that prohibits using an inconvenient time or place to communicate with the consumer. Approaching someone about bills while they’re in an emergency room probably isn’t very convenient for the consumer.” News Contact: Dave Moore, dave@androvett.com or +1-800-559-4534
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MEDIA JOBS:
Following are links to job listings for staff and freelance writers. You can view these and more job listings on our Job Board: bit.ly/pncjobboard
Following are links to other news and resources we think you might find useful. If you have an item you think other reporters would be interested in and would like us to include in a future alert, please drop us a line at profnetalerts@prnewswire.com
UPCOMING #CONNECTCHAT: BEST PRACTICES FOR SOCIAL MEDIA PRIVACY: ProfNet Editor Evelyn Tipacti will interview expert Ari Zoldan on Tuesday, May 22 from 3-4:30 p.m. EDT: bit.ly/JXqzyA
INVESTIGATIVE REPORTING: AN INTRODUCTION: Wall Street Journal reporter John Emshwiller discusses how to uncover secret information, particularly in business: bit.ly/Ljl2VI
DEAR GRACIE: HOW TO ENHANCE YOUR TWITTER PROFILE: ProfNet Editor Grace Lavigne provides tips on how to write a Twitter bio, choose a wallpaper, more: bit.ly/KPt4T9
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 need help designing my Twitter profile. I'm trying to increase my number of followers and am wondering how important the design of the profile itself matters. What should my bio say? What should the background look like (pattern vs. solid color)? What about my profile picture? How do I stand out without overdoing it? Any do's or don'ts?
Profile Planner
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Dear Profile Planner,
Five ProfNet experts share their experience:
Bio: The Chance to Stand Out
"The bio for an individual should be 'pro-fersonal,'" says Kelly Lux, the online communication and relationship manager for the School of Information Studies at Syracuse University. "Basically a mix of professional and personal."
"People generally want to know what you do for a living or where you go to school, and what you're passionate about," Lux continues. "Strike an air of business acumen and friendliness, especially if you are job-searching."
"Try to say as much about yourself with as few words as possible," says Michael P. Grace, founder of Virallock, a social media monitoring and management service. "Be witty and creative without being corny or cliché. This is your chance to stand out."
Maybe include some fun facts, suggests David Johnson, CEO of Strategic Vision. "We had a technology firm and one of the many things they included in their bio was that nobody who worked there was taller than 5'5". People actually mentioned seeing that when they contacted the company."
"If your bio says something to the effect of 'father, coffee lover and social media addict,’ that doesn't really set you apart from the crowd," says Lux. Stay away from words like guru, ninja, rockstar, etc.
"Browse around and see how others describe themselves," advises Grace. "Don't copy others, but pay attention to users who have had a Twitter account for a longer timeframe."
Hashtags, Handles, Links
"Use hashtags in your bio so people with similar interests can find you," says Lux.
Jonathan Rick, digital and social media director at Levick Strategic Communications, says that if you want to be publicly associated with your employer, don't write: Director at Levick Strategic Communications. Instead, write: Director at @Levick.
And if multiple people manage a company account, call them out either by their full handles or their initials, says Rick. For example:
@Poynter's bio lists handles: School for journalism & democracy, with tweets by @juliemmoos, @myersnews, @mallarytenore, @jeffsonderman, @abeaujon
@AmericanExpress' bio lists initials: Follow Amex's Mona Hamouly (MLH), Matt Burton (MB) & Amy Tokarski (AT) for insider news, offers & more. Chk out our Favorites page to turn Tweets into savings!
Also, definitely include a link -- not in your bio -- but as part of your profile, says Lux. "Many people link to their personal website or blog, or LinkedIn profile." The link allows people to find out more about you than they can from the 160 characters allowed in the Twitter bio.
Adding links helps describe and reinforce who you are, and drives traffic between all of your social media vehicles, agrees Grace.
Expert/Company Bios of the People Quoted in This Article:
Here is the text from the Twitter bios of the experts (or their companies) included in this article (links not included):
@Levick: Levick Strategic Communications is the world's leading crisis communications firm. We are unparalleled in building brand equity and protecting reputations.
@KellyLux: #CMGR & SM Strategist @iSchoolSU / Borg Queen of #NEXIS / Co-founder #CMGRchat / Opinionated Wine Connoisseur and +1 Dog Lover / Instagram Fanatic
@Virallock: Virallock evaluates, optimizes and monitors social media profiles to help students and young professionals avoid negative perceptions to their personal brand.
@StratCommun: Communication consultant. Marketer. Social media explorer. HR/management coach. Teacher. Golfer. Reader.
@DavidJohnsonSV: CEO of Strategic Vision | PR Professional | Republican consultant | Facebook: DavidJohnsonSV
Profile Picture: Say Cheese!
The profile picture is probably the most important component of your Twitter presence, says Lux. Your profile picture should be YOU -- not a cartoon avatar; not a picture of your dog or the San Francisco skyline; and not a picture of you with your kids, spouse, pet, etc.
"You need to appear approachable, which, in this sense, means: smiling," says Lux. The picture should be distinctive enough that people recognize it as they scroll by it in the stream.
"You want your Twitter avatar to reflect you as you write about yourself in the bio," adds Lux. For example, unless you are a business consultant, stay away from the suit-and-tie look.
Johnson once worked with a romance author who wanted to be known as the "Queen of Naughty and Nice." "She wanted to use a professional headshot from her Wall Street days, but we told her that her photo needed to convey the image she wanted branded in her book," he says. "So we added a more racy photo."
The picture should also remain fairly stable, says Lux. Don't change it as often as your Facebook profile picture, but do change it often enough that the picture still actually looks like you (i.e., more than once every decade!).
Linda Pophal, CEO of Strategic Communications, notes that if a Twitter account is for an organization, rather than a person, then the company logo works well as the profile picture. For example: @ProfNet
Wallpaper: Keep It Simple
Trying to establish a perfect Twitter background shouldn't be the main focus of designing your profile, says Grace.
"I don't believe the Twitter background is all that important; I've never made a decision on who to follow or not follow based on their Twitter background," agrees Lux.
"That being said, you don't want to make it look like you're selling too hard!" she continues. "If your Twitter background is a bunch of pictures of you, your latest book, your Facebook page, etc. -- you're trying too hard."
"Use a consistent pattern that is not distracting," says Grace. "Twitter provides a handful of design options that are decent, but feel free to explore colors, patterns and textures that may create a more pleasing aesthetic to viewers."
Make sure that your wallpaper is consistent with all aspects of branding, like color schemes, adds Johnson.
Rick lists four approaches to wallpaper designs:
The Visual Way: employs big pictures that immediately communicate the brand, a la @Disney, @Staples or @WWF
The Logo Way: uses the company logo as the background, a la @Ford or @LinkedIn
The Informative Way: lists contact info and links to other social channels in the wallpaper itself, a la @Intel or @mashable
The Product Way: displays Photoshopped pictures of the company's key wares, a la @Pepsi (can of Pepsi) or @LAYS (bag of Lay's potato chips)
Overall Look and Feel: Be Consistent
Your Twitter profile should be designed for the audience you are trying to reach and the image you are attempting to convey to them, says Johnson.
Profiles should reflect the individual or organization's brand identity and communication strategy, agrees Pophal.
Approach the profile from the standpoint of crafting an "elevator speech," Pophal continues. What is it that you do that represents value to your target audience?
"Every profile on Twitter has a voice," concludes Grace. "Always consider how you want your voice to be represented to those who haven't met you, and let your personality shine through as much as possible."
Via this column, we'll explore one grammar rule each week. If you have a grammar question you'd like me to address, please drop me a line at grace.lavigne@prnewswire.com and I'll do my best to answer it.
"Literally" is a word that gets people very upset. Why? When used improperly, the minds of word mavens explode and the grammar gods unleash the seven plagues.
Maybe that's a dramatic rendition of the truth. Misuse of the word "literally" makes a few of us blow a gasket, bite someone's head off, get up in arms, fly off the handle, go through the roof, see red or (my personal favorite) throw a wobbly.
You get the idea.
That's because these phrases are really meant figuratively. Unless you actually unhinged your jaw and ripped someone's head off with your teeth (and don't look at me if you can do that), then you've never literally "bitten someone's head off." Take pity on others and try not to say "I literally bit his head off!" unless, of course, you're a scary female praying mantis who's about to mate.
But know too that such loathsome misuse of the word "literally" has been around since the17th century. According to a Slate article, just about everyone from James Joyce to Jane Austen seems to have slipped it into their prose at one time or another. That's about 400 years of professional and amateur writers flouting the rules.
So the question grammar cognoscenti like us should be asking is: at what point does a colloquialism become accepted as mainstream? If James Joyce, arguably one of the most influential writers in the 20th century, used "literally" to mean "in effect" or "all but," rather than "in reality" or "to the letter," isn't that good enough for you?
Maybe yes and maybe no. If you were to say, "I hate how Bill says 'literally' all the time. It really makes me see red!" Do you really see red when Bill uses it? Does your blood pressure rise to a point where the hemoglobin begins to tint your vision? Some English speakers have a special hatred for the word "literally," but there doesn't seem to be any particular vendetta against the word "really."
When someone starts huffing and puffing over your use of the word "literally," tell them there are at least two meanings of the word, and James Joyce is on your side.
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 some quick tips on how to build relationships with journalists. What do journalists like to see from PR people? What do they dislike?
Press Pleaser
Dear Press Pleaser,
Seven ProfNet experts share their experience:
1. Pitch Relevant Information
It's important to have background information on the journalist and their audience, says Dan Collins, senior director of media relations at Mercy Medical Center in Baltimore. "Don't pitch a writer for a seniors publication on Lindsay Lohan's latest doings. Go the extra mile."
"Ask reporters and they'll tell you that the most annoying thing about PR people is they don't read their outlet and don't understand their audience," says Abe Abrams, director of communications at The DSM Group. "Think about what the publication, blog, show, etc., covers and how."
So if you're pitching to a journalist you haven't worked with before, read their latest work and think about how your client might tie in, says John W. Morgan, associate vice president for public relations at Quinnipiac University in Connecticut.
Ask yourself: What makes your client the best to address this issue? says Abrams. Don't focus on why your client is competent or knowledgeable -- focus on what makes them the best. Are they from the biggest firm? Do they have the most unique insight? Did they found a successful upstart?
"Do not blast pitches out to media lists," says John Goodman, president of John Goodman PR. "Often, those lists are outdated and inaccurate. Send the pitch because it's the right story for the right reporter or producer. Media contacts open my email pitches because they know, from past experience, that they're on target."
And whatever you're pitching, make sure it qualifies as real news, says Collins. Journalists hate propaganda; they will not run a free ad for your client.
Do not wine, dine and schmooze journalists -- just pitch them stories that synch with their beat, says Goodman.
Reporters get tons of ideas and pitches per day, so you need to be short and to the point, says Jon Weiner, account manager at Capstrat. He finds that Twitter is a great way to cut through the clutter.
"A Twitter stream is crowded, but if you can find an active journalist on Twitter and tweet them a specific idea, they're very likely going to read it," says Weiner. "It's tough to send a good idea in 140 characters, but if you can cut to the core of what you have to offer, it works."
"I recently struck up a relationship with a reporter simply by tweeting him an idea and ending with 'interested?'" says Weiner. "The reporter replied and said 'send me the details.' Then I fleshed out a pitch, identified my Twitter handle in the subject line of the email so it didn't get lost, and we started talking. The idea didn't pan out -- but we struck up a relationship that ended up in him using a client of mine in a separate feature story."
When pitching on Twitter, keep privacy in mind, notes Weiner. "Do your homework. If you find a journalist on Twitter who obviously doesn't want to discuss work or receive ideas through that channel, don't send them any."
However, if the reporter regularly shares their professional work on Twitter, then it's a decent indication that they're open to hearing ideas that way, he says.
3. Be Efficient and Timely
"Efficiency is an important trait for the successful media relations professional," says Morgan. "Once I identify an expert, I ask them to provide me with some context about what they would say, so the reporter has an idea of what to expect. Many reporters find that helpful as they frame their stories."
Journalists return to PR experts when they get timely, unfettered, high-level access to experts, says Maureen Bennett, senior media relations specialist at Summit Medical Group.
For example, there was a recent incident at a pharmacy in Chatham, N.J., where some prescriptions for a pediatric medicine had accidentally been filled with a breast cancer drug. Reporters descended on the pharmacy to talk to the store manager.
"To help round out their stories, I pitched our medical expertise by inviting reporters on the scene to immediate, individual interviews with our chief medical officer (CMO). Our main medical campus was only 10 minutes away from the pharmacy, so news outlets were cleared with security before arriving to campus, and escorted directly the CMO's office to sit with him one-on-one. No waiting, no waffling," Bennett explains.
Keep a careful on the calendar too, says Morgan. "For example, if I know the governor is going to sign a bill into law, I arrange to videotape a faculty member with expertise in the area that the bill covers discussing why its passage is so important. The moment the governor signs the bill, I release the video to journalists covering the issue and post it on our university's website and social media platforms."
4. Help Reporters Tell the Story
Make every effort to the help the journalist build their story, says Collins.
For example, Collins works with lots of reporters covering medical issues. If there is no doctor available for a particular story, he tries to find people outside of his circle who can help, or forwards the query to a colleague in the medical library to look for research the writer might be able to use.
"It might not result in a media placement for my client today, but it is building the foundation for stories for tomorrow," says Collins.
Also, read and comment on the reporter's work, outside of pitching, says Abrams. "Say nice things, but also challenge assumptions that seem wrong. Offer information. Suggest ideas."
5. Meet in Person, Don't Be Pushy
"I invite reporters to come and meet our experts," says Julian Teixeira, communications director for the National Council of La Raza (NCLR). "For example, we currently have a Mobilize to Vote campaign, which gets Latinos registered and voting. I invite key reporters covering the Latino vote to come to our offices and have an hour meeting with our civic engagement team."
"This allows the reporter to meet our experts, ask questions and learn about our efforts without the stress and desire of writing a story," he continues. "The reporter walks away with story ideas and gets to learn how NCLR experts can serve as spokespersons for future stories. And for NCLR, it allows us to meet and build a contact with a new media source."
Ultimately, these informational meet-and-greets get us into the news in the future, says Teixeira.
Abrams also suggests bringing three good ideas to reporters at desksides or events. "Make contact, offer sources or help, and then back off and don't be pushy," he says.
6. Be Thoughtful of the Reporter's Needs
"If a reporter is coming to your campus to interview a professor, be sure to reserve a parking space for them," says Morgan. Remembering small but important details like this goes a long way toward building good rapport with journalists.
7. Do Not Annoy!
Do not call journalists at deadline, don't call them if they prefer emails and don't follow up on press releases or pitches that they weren't expecting, says Collins.
Journalists also hate it when PR people try to control interviews, which is, in essence, telling them what to write, says Collins.
And don't tell a writer you have the perfect resource for them and it turns out you don't, adds Collins. "My first PR mentor always said, 'Promise less and deliver more.'"
Final Thoughts
"The media is actually very easy to work with and understand," says Collins. "If you respect reporters' deadlines, and if you are cognizant of what they really want and give it to them, they'll be back asking you for interviews and experts and information in the future."
"Target appropriately and zero in on the one thing you can offer that no one else can -- then make sure you deliver it on time and in full," stresses Bennett.
"Pitches have one function: to make a reporter's life easier. If you're not doing that, you're not doing your job. Give them what they want: be quick, succinct and reliable," says Weiner.
