5 Awesome PR Innovations – PRWeek Awards

PRWeek Awards

The PRWeek Awards winners will be announced tomorrow in New York including PR Innovation of the Year. 
I have been working on the development of MatchPoint for the past year and want to congratulate everyone on the team for the nomination.  

All Nominees for PR Innovation of the Year:

Edelman and American Thoracic Society The TB Advocacy Toolkit  

Ketchum The Ketchum Media Optimizer: Adding Discipline to the PR Discipline  

Ketchum Virtual Meeting Mashups – Reinventing Online Events
Waggener Edstrom Worldwide What’s on Your Mind? Now Anyone Can Decipher Twitter Discussion with the Help of twendz!  

eNR Services, Inc. and MatchPoint MatchPoint for PR  

Best of luck to everyone and I look forward to speaking with you at the Awards!

The Most Engaging Part of MatchPoint That You Haven’t Used…Yet

Using MatchPoint searches to uncover influencers who are writing stories similar to yours is just part of the power of the MatchPoint application.
Many MatchPoint users are finding time efficiencies and increased pitching success by using the ENGAGE button attached to each journalist, writer, or influencer.

Engaging in MatchPoint
The Engage Button in MatchPoint

The engage button will open an email pitch note from you to the selected writer. You may also include any previously saved campaign elements embedded into the body of this html email. These elements can include:

  • Links to videos
  • Photos
  • A Press Release
  • Attributable Quotes
  • Bulleted News Facts
  • Boilerplate

Journalists have raved about receiving these embedded elements as opposed to attachments which often get filtered, ignored, or deleted.
When sending your pitch note through MatchPoint instead of via traditional email, you can also track who has opened your pitch!


Top Ten Consumer Electronics Writers

Here are the top ten of a long list of the most influential writers, reporters, and bloggers covering consumer electronics in December ’09 and (so far) January ’10:

 Peter Svensson
 Martyn Williams
 Cecilia Kang
 Andrew Berg
 Don Clark
 John Sutter
 Ryan Kim
 Sumner Lemon
 Mark Milian
 Ariel Schwartz
Associated Press
Network World
Washington Post
Wireless Week
Wall Street Journal
San Francisco Chronicle
Los Angeles Times
Fast Company


This index was compiled using MatchPoint based on several factors contributing to level of influence.


Pitching Tips – MatchPoint Users

This is the first of our best practices posts to help MatchPoint users maximize their results and find more journalists and bloggers to engage one-on-one. 
1. What should I do if my brand / product / client is extremely niche-focused?
Some MatchPoint users are working with products or clients about which no reporter has recently written at all. One such MatchPoint client was promoting a very specialized household appliance. The press release draft with which she was searching the “Point” box was very specific to this niche industry. And guess what? Not one of the 200,000 journalists in MatchPoint has written about this product in the past six months. She then searched keywords about similar products and broader industry terms to find journalists who would be interested. These included home repair, home improvement, holiday gifts for dad, etc. The Matching results showed dozens of reporters for whom her news was relevant. Remember, the objective isn’t to find people who have already written about your specific product, but to find those who are likely to write about you now!
2. Should I include my company boilerplate in the “Point” search?
In general, the answer is “no”. But we recommend experimenting both ways and see how your boilerplate affects your results. If your boilerplate contains many generic words and phrases like “excellent customer service with a mission to create synergies…,” our Matching system may produce results that have nothing to do with your main subject matter. However, if your boilerplate contains specific terms for your topic like “ice cream, snack foods, and easy to make meals for busy families” you may want to include the boilerplate to help find even more relevant articles and journalists.
3. My release includes many high-tech terms – will this hurt my results?
The inclusion of technical jargon and specs should not hurt your search results. But be sure that your release includes general terms and phrases relating the subject – MP3 players, laptops, video cameras, monitors, smart phone apps, etc – and MatchPoint will find reporters and bloggers who write about such devices.

Got a good tip for using MatchPoint? Please comment below or email to me for inclusion on the next list at jmonson@enr-corp.com
Free a trial of MatchPoint for readers of this blog, click here.


MatchPoint: Finalist for PR Innovation of the Year at PRWeek Awards


I am pleased to pass along the good news that MatchPoint has been nominated for The PRWeek PR Innovation of the Year Award!

Full disclosure: I’m a member of the development team for MatchPoint.  Additional disclosure: I am freakin’ thrilled about this!

A tip of the hat to all nominees:

Edelman and American Thoracic Society The TB Advocacy Toolkit

Ketchum The Ketchum Media Optimizer: Adding Discipline to the PR Discipline

Ketchum Virtual Meeting Mashups – Reinventing Online Events

Waggener Edstrom Worldwide What’s on Your Mind? Now Anyone Can Decipher Twitter Discussion with the Help of twendz!

eNR Services, Inc. and MatchPoint MatchPoint for PR

Saying it’s an honor just to be nominated along with these top global PR agencies is not just an old cliché in this case. I cannot think of a previous year where any non-agency PR application, software, or service was nominated for PR Innovation of the Year.  

See you at the PRWeek Awards  on March 11 in NYC!

PRSA 2009 Conference in San Diego


Are you registered for the PRSA 2009 International Conference? If not, do so today and join the conversation!

November 7 – 10marinaHotelview
San Diego Marriott Hotel & Marina
333 West Harbor Drive, San Diego, CA
Register here: http://www.prsa.org/ic2009/register.html

If you can’t make to the PRSA conference, please check back here.  I’ll be blogging throughout the day each day with conference notes, updates, interviews, photos.

My colleague Jeff Tidyman and I will be speaking about MatchPoint, the Associated Press Planner, and other tools and tactics our clients are using to tell the right story at the right time. We’re setting up attendees with free access to the MatchPoint application – readers of this blog are also welcome to access MatchPoint for FREE for a limited time to check it out: http://www.prmatchpoint.com/

See you in San Diego!

Death of PR Spam

PR Spam took a few more hits last week. First, blogger Gina Trapani created a new wiki of PR agencies who have spammed her via press release. 
Secondly, MatchPoint rolled out a new version: MatchPoint v1.5. The anti-PR Spam tool will keep users off of Gina’s list!
 PR Spam
PR Spammers (and the over-priced PR vendors who enable them!) typically build lists of journalists (based on beats) who may or may not have ever written an article or blog related to the Spammers’ blast press release.
MatchPoint allows PR pros to identify the most appropriate reporters and bloggers based on what they have recently written, not by outdated information like beat or title.
The true PR Spam killer is this: after finding an appropriate journalist, users can engage them one-on-one directly through MatchPoint. The personalized, custom message can range from a simple pitch note to a full multi-media press package.
Other new enhancements include the ability for PR pros to monitor specific journalists, create notes on follow up activity, and evaluate success of campaigns with detailed tracking reports.
MatchPoint is now giving journalists the ability to evaluate the usefulness of story pitches and rank the sender. This new system was designed to weed out PR Spammers and open a dialogue between professional PR practitioners and journalists.
PR professionals can get a free ten-day trial at this link. PR Spammers should ignore this link!

Bulldog Media Relations Summit 2009 – Prologue

Media Relations pro’s – are you heading to the Bulldog Media Relations conference in New York this weekend? Why not?
This year’s show has tremendous potential with keynote speakers such as news icon Dan Rather and popular anchor / consultant Dan Abrams. 
Please check back here throughout the weekend and week as we’ll be posting updates, photos, Tweetup details, and commentary.
 What are you looking forward to seeing at this year’s show?

Local Media Tips – Guest Blog by Hope Salley

This week, my friend Hope Salley of eNR Services is providing a recap local media pitching tips from a PRSA event in Connecticut. The event was hosted by the PRSA -Westchester County and Fairfield County Chapter. The guest speakers were Allan Drury, business reporter/editor with the Journal News (Gannett-Westchester and Rockland Counties), and Jim Zebora, business editor with Hearst CT Newspapers (Connecticut Post, Advocate). Thanks for the tips Hope! – Jack



First and foremost, Allan Drury said that the most important thing a person pitching to the media should do is – do their homework! As quoted by Drury, “Know your reporter. Look at the past six months to see what kind of articles that reporter likes covering. Don’t look at just the past week.” This solidifies why the MatchPoint application is so important to our clients. Drury said it is very important to target the right media.


Below are a few dos and don’ts explained both by Allan Drury and Jim Zebora:



  • Keep headlines short and concise. Reporters want to see what the news is right away.
  • The best time of day to reach a reporter is in the morning or anytime between noon and 2 p.m. The afternoon hours are usually a “sprint to the finish” time for most reporters and editors.
  • The best way to reach most reporters is via email.
  • After sending a press release, follow up with a phone call to the reporter a few days later.



  • Don’t harass reporters. Continuing to call them or emailing them is a sure turn-off.
  • Don’t send irrelevant stories. Only pitch stories that have merit and offer legitimate news.  

Drury said it is important to include statistical information and research in press releases that offer substantiality to the story. This data backs up the focus of the release, and makes it a lot easier for the journalist (less work they have to do). Drury said press releases without data tend to be “fluffy features.” When it comes to business stories, Zebora conveyed that the reporters at the Hearst CT Newspapers look at mom-and-pop businesses the same as national businesses, meaning small businesses have pertinent, legitimate news just as much as larger corporations. In fact, it is the local businesses – affecting the local community – that journalists are more interested in covering.



Fundamental Change at Media Outlets


Here is a very interesting trend pointed out by the development team at MatchPoint:



PR pros should be aware of a fundamental change in the media. In the current economic debacle, fewer and fewer journalists are employed be a specific media outlet.
It appears that the media have responded to the current business conditions, in part, by outsourcing editorial functions. The overwhelming minority of bylined journalists in MatchPoint are staff journalists. Most content is now produced by freelancers and syndicators.
For example, an analysis of MatchPoint’s Benton Evening News content, circulation approximately 4,000, produced the following results during a recent sample month:

  • 301 bylined articles.
  • 171 unique bylined journalists
  • 30 journalists produced > 5 articles

However, the Benton Evening News maintains a staff of only 2!
“Contributors,” including both freelancers and syndicators, are rapidly becoming the new mainstream.



For more information on MatchPoint, visit: MatchPoint


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