pam spettel named communicator of the year€¦ · writing, design and photography tips for...
TRANSCRIPT
OnLine Winter 2018 | 1
Powering
CommunicationsEfficient
www.RuraliteServices.org 5605 NE Elam Young Parkway, Hillsboro, OR 97124
Writing, design and photography tips for Ruralite Services utility communicators and freelance writers
Topics and tentative dates for the 2018 Plugged In and Power Lines features are ready.
Here are topics slated through May. Download the full list here. Use this list to generate story ideas that complement this content.
Plugged InPlugged In features are designed to offer useful energy-related information such as helpful hints or smart practices. n February: Insulating Your Homen March: Spring Cleaningn April: Anatomy of a Polen May: Outlet Safety
Power LinesPower Lines features often are more hard-hitting, perhaps even a little controversial at times.n February: Consumer Assistance Programsn March: FERCn April: Linemen as First Respondersn May: Evolution of Meters
We always are looking for ideas from our members. If you have suggestions for an energy feature, contact Assistant Editor Jennifer Brown. —[email protected]
New Year, New Energy Topics
Winter2018
Breaking the News | 2 Social Media Training Tips | 5 New Household Energy Data | 7
Blachly-Lane Electric Member and Public Relations Manager Pam Spettel is Ruralite’s 2017 Communicator of the Year. Photo by Mike Teegarden
More Powerful Together | 3
At the end of each year, Ruralite’s editors select an outstanding communicator. Ruralite Services is pleased to announce Pam Spettel as its 2017 Communicator of the Year.
Pam is member and public relations manager for Blachly-Lane Electric Cooperative, based in Eugene, Oregon. One of her many responsibilities is providing content for Ruralite magazine.
“Pam is a rising star in the co-op communications world,” said Ruralite Assistant Editor Mike Teegarden, who coordinates production of the magazine for Blachly-Lane. “She brings a fresh and studied view to her communications offering. Pam spent a lot of time early on studying the demographics of her members to make sure the co-op message was hitting the mark.”
In selecting Pam for the award, Ruralite editors cited her effective use of all available magazine pages, her innovative content and well-crafted stories and
photos.“Pam spiced up her magazine offerings
with great member features that she writes and photographs, and promotes many of the co-op’s programs in other areas of the magazine,” said Mike. “For the co-op’s 80th anniversary, she had a yearlong plan with articles about the Seven Cooperative Principles and other promotions for the celebration.”
“I’m wildly excited and deeply honored,” said Pam Spettel, who has been at Blachly-Lane for three years. “What a lovely award to receive.”
Winning WorkWonder what made Pam’s work stand out?
“I’m especially proud of our 2016 annual report,” said Pam. “It’s such a departure from anything we have ever done. It has heart!”
See Pam’s report, stories and more at RuraliteServices.org/PamSpettel. —[email protected]
Pam Spettel Named Communicator of the Year
2 | OnLine Winter 2018
Breaking the
By Ruralite Editor Leon Espinoza
You need to get the word out. But how can you pitch a story to catch a reporter’s interest?
As a longtime news desk guardian—I was at The Seattle Times for 27 years before joining Ruralite—I’ve been asked what it takes to get your story shared.
n Lesson 1: There is no secret sauce. n Lesson 2: The right approach and pitch make a difference.
Use these nine insider tips to help you pitch stories to local news outlets and get the public power story out to the masses.
1. Make It Personal, But Do Not Take It PersonallyBy all means, when it comes to dealing with the press, make it personal. Think about this in our own lives: Are we more likely to trust a stranger or someone we know? A busy journalist is more apt to stop and pay attention if the story pitch comes from someone they already know. This may be an obvious truth, but networking and establishing personal relationships matter. That shared cup of coffee or regularly touching base can do wonders.
On the flip side, the all-too-often delivered impersonal email press release directed at media masses—no matter how good the intention—comes across exactly like that: an impersonal email.
Members of the press are swift evaluators of information as a matter of survival. An impersonal email and press release often suffer a quick death by deletion. But if the reporter knows the sender, he or she is more likely to take the time to find out if the pitch is a keeper.
Make it personal, but remember: Do not take it personally. There are many reasons a story idea is passed up. A similar story may already be in the works, it could be a busy news day, or the press person might be distracted by family matters or the latest staffing crisis. Sometimes, the story pitched simply isn’t the right fit.
2. Know Your Target and Know Your AudienceIt is critical to target the right person and right platform for getting your story told. Think about where your story—where the information you want shared—would best play. Be strategic.
Is it the community newspaper that loves running human-
interest or practical-advice features? Or is it the local TV station that needs stories with great visual possibilities, tales that tug at the heart or news that prompts action? What about the radio station that is always happy to share tips ahead of the next big storm?
Consider your topic. Think about the ideal audience for the story, then decide which media outlet is mostly likely to bite at the apple if given the chance.
Once you identify the right outlet, don’t hesitate to call the newsroom to find the right contact. You can also pay attention to your local media to see who is covering your topic area. Take names. Make the connection. If Reporter Jack likes writing about unsung heroes, and you’ve got a story like that, he’s your guy.
3. Three Simple Words: What’s The Headline? Not literally what’s the headline, but what’s the story really about? Can you tell it to a busy media person in one compelling sentence? Can you get to the heart of it?
I had a larger-than-life boss, Mike, who never let a story pitch pass without demanding to know in booming voice: “What’s the headline?” We had to be able to instantly explain what the story was really about. One side benefit: This approach actually leads to better headlines!
Once you get the “what’s the headline” muscle going, it becomes a great device to help you share information concisely and in ways that compel others to pay attention.
4. Give Me the GoodsHow can you make your story pitch stand out in the crowd? It’s not about facts and figures, though those must be included. It’s always about the story to be told.
Give the reporter the goods. Why should I care? What is the local angle? Who are the compelling figures? Are there surprises? Is it a trend piece? If so, who are the people dramatically illustrating the trend? Who can, I, the reader, relate to and root for? If you’re offering useful tips, who has benefited? Who can serve as an emotional hook to tell and sell the story?
It is essential to provide good contact information for anyone featured (including expert voices). Also, be sure to mention photo, video or social-media possibilities. A busy journalist may
Insider tips to help your press releases stand out in a crowd
Breaking the News Continues on Page 3
News
OnLine Winter 2018 | 3
By Ruralite Editor Leon Espinoza
Breaking the News, Continued from Page 2
move on to the next idea if important information is not readily available with your pitch.
If the media outlet is smaller, directly providing photos, statistics, or other elements with your pitch may seal the deal.
Bigger organizations prefer to know about coverage in advance so they can do the bulk of the work themselves. One thing they don’t like: being told about a great story or event after the fact. Give news outlets proper notice. They will be more likely to schedule the coverage you want and may include photos and other bells and whistles, too.
5. Can You Hide the Pickle?Sometimes when we pitch a story, we give away too many details, leaving nothing to the imagination. Is there a pickle you can hide to leave your media target wanting to know more? Holding something back, teasing a detail, might be the hook that reels in a busy journalist.
Here is a published example that reflects hiding the pickle.Bugs hit windshields all the time. But a bighorn sheep? It happened.
This is a make-me-look approach that doesn’t tell the whole story, but instead sparks curiosity.
6. Explain it To Me Like I am a 6-Year-OldIn the 1993 movie “Philadelphia,” the lawyer portrayed by Denzel Washington repeatedly uses this line: “I want you to explain it to me like I am a 6-year-old.”
If you are pitching a story with complicated ideas or insider info, this is a great approach to take with members of the press and public alike. Make sure the information you are offering can be easily digested by anyone, not just you and those in the industry or in the know.
7. If at First ,You Don’t Succeed … If you are putting your best foot forward and building good media relationships, but do not get immediate results, don’t give up. Sometimes, it’s a process of planting seeds, watering the garden and waiting for the flower to sprout.
8. Always Know Why You Are Doing What You Are Doing …… and be able to explain it. If the goal is to press the press for attention, you need a well-thought-out plan. Know why you are pitching a particular story, why it matters, why it should be told, and who benefits. You can—and should—spell this out clearly.
9. Appeal to Their Better AngelsAlmost nobody in the news biz does it for the easy hours, high pay or lack of stress. Instead, journalists who have survived the upheaval of recent years are trying to provide something of meaning and value.
That means you shouldn’t hesitate to bank on this do-gooder gene. Appeal to the idea that your story will serve a greater good, if properly handled and told. And that just might seal the deal. —[email protected]
Why does the public power model matter? What’s the purpose of what we do? It’s not enough to tell consumers we are affordable, safe and reliable. That’s how we do our work, not why we do it.
Answering why is the heart of Ruralite Services and the Northwest Public Power Association’s consumer-focused content partnership. Why does public power matter? Because public power utilities and consumers are MORE Powerful Together.
Every three months, Ruralite and NWPPA members get materials centered around one of four key MORE Powerful Together messages: local, innovative, expert and driven.
Content includes a back page leadership editorial, annual meeting speech, radio scripts that double as on-hold messages, print ads, social media messages, banner art and a variety of print ad sizes.
Read about local messages, released in October, on our blog. Three innovative messages have just been added:
n More than energy. Solutions. n More than poles and wires. A launch pad. n More than an app. A key.
All support materials and are free for Ruralite and NWPPA members. This NWPPA webinar dives into the details.
Get the latest updates about this powerful partnership on Ruralite’s website (content is password protected). Need the password or want to work with us to customize the templates? Contact Kathi VanderZanden. —[email protected]
We Are MORE Powerful Together
Get content at MorePowerfulTogether.com.
Columbia River PUD Community and Public Relations Supervisor Libby Calnon, left, NWPPA Communications Director Debbie Kuraspediani and Ruralite CEO Michael Shepard introduced the MORE Powerful Together materials at the 2017 NWPPA Northwest Communications & Energy Innovations Conference. Photo by Megan McKoy-Noe
4 | OnLine Winter 2018
Do your magazine pages have a mission? How do you focus your headlines? Are you adding color with quotes?
Last month, I helped judge South Carolina Living’s Co-op News contest. A dozen electric co-ops from across the Palmetto State competed on how well they help member and utility news shine on their local pages.
Some pages were great. Others showed promise, but need a few tweaks. Use the tips I shared in my contest comments to strengthen your local pages.
1. Know Your MissionOne of the great parts of the contest was reading each co-op’s publication objectives. Do you have one? A mission keeps content on track, helping you know how to best approach each story. These three missions are my favorites:
We focus on members, employees and businesses and what they do for the good of the communities we serve. — Santee Electric Co-op
It’s important for our members to know that providing great service means more than keeping the power on. It means a great consumer experience, a commitment to their communities, and a more personal engagement with them. Our communications promote our staff, our efforts to provide great service, and our vision for the future.— Broad River Electric Co-op
While the message is important, the way the story is told is also important. Emphasis is placed on the fact that we are your neighbors. When our member reads the CEO column, we want them to feel like they are sitting across the kitchen table, having a chat with a trusted friend. Every story reflects that the member is LREC’s top priority. —Lynches River Electric Co-op
2. Make Headlines ShineToo often, writers focus on body copy more than the headline, which is the only part of the story most readers see.
“On average, five times as many people read the headline as read the body copy,” says advertising giant David Ogilvy.
Do not waste your most valuable space. Make sure each headline (with or without a subhead) tells a story. Examples:
n One South Carolina utility column used the headline, “A Busy April…” After reading the column, I suggested a headline conveying content: “Million-Dollar Refund and Solar Program Shine in April.”
n Avoid broad strokes. Add details to headlines. Instead of “Celebrating National Co-op Month,” highlight the theme or the impact co-ops make on the local community: “Co-ops Build Community, Jobs and Trust.”
n Headlines should reflect how programs impact consumers, not what a utility does. “[UTILITY] provides community assistance” could be “Feeding Local Families in Need.”
3. Stick to Simple WordsMake your writing easy to read. Some writers pack stories with big words. High-syllable words may sound smart, but they add roadblocks for many readers. Aim for a sixth-grade reading level to make content easier for readers to understand.
While reading contest entries, I found the following words: correspondingly, hasten, ample, strenuous, encounter, designating, strive, adhere.
Scan your writing for complex words, then simplify them. The goal is easy-to-understand content, not to sound smarter than the reader.
4. Add Color with Quotes Features are stronger with local voices. Some contest entry stories only had one or two quotes, often at the end of a story.
Quotes add color and voices to content. Showcase great quotes by putting them near the top and throughout your story. When I wrote for a newspaper, I aimed for a quote in every other paragraph. It was my way to make sure the voice of the subject—not my own writing voice—was heard loud and clear.
Attribution was another common challenge. Be consistent. Use the subject’s full name and title on first mention. Ruralite’s style is to then use the subject’s first name throughout the rest of the story.
One caution on adding quotes to stories: Do not list information in quotes (i.e., a phone number or address). Quotes should add color, not facts.
5. Give DirectionsLast, but not least, always include a way to get involved or learn more at the end of each story. Talking about a scholarship? Share how to apply. Highlighting a community group that got an Operation Round Up grant? Tell readers how to donate.
This goes for your social media channels, too. Almost every utility in the contest showed icons for social media channels, but only a handful provided website addresses for each channel.
Instead of saying, “Find Us,” give readers a reason to connect with you on social media. Do you provide outage updates? Energy-efficiency tips? Rebate information? Share the value of following your posts.
More ExamplesRuralite Services’ members use the magazine to share local and regional news, too. See examples of how your peers write engaging content in our monthly Inside the Magazine posts.—[email protected]
Five Ways to Craft Award-Winning News
Writing Tip:
OnLine Winter 2018 | 5
Archives Add New Life to StoriesYou never know when an archived story may come in handy.
While writing a story about a small post office in Montello, Nevada, Evan Kalish noticed a Ruralite magazine cover from 1987 on a post office bulletin board. He worked with Ruralite Services Administrative Assistant Sharon Lippert to get a copy of the article.
“I’m from New York City. Narratives of small-town post offices have enthralled me for some time,” Evan said.
Evan’s blog, Postlandia, spotlights vintage postal buildings across the country.
Sharon found the article in a bound volume of the magazine’s archives, then sent it to the postal-enthusiast blogger. Evan used it to research the history of Montello’s original postal building. His August 2017 blog post used pictures from the Ruralite archived article.
Digital ArchivesDo you want to provide digital archives to keep your stories alive? Visit RuraliteServices.org/Tools/Magazines/Digital to learn how we can help, and talk to your editor. —[email protected]
One lineman’s personal Facebook post about an electrocuted bobcat snowballed into a full-blown crisis for a Kansas electric cooperative last summer.
Do your employees know how much personal posts can impact a utility’s reputation? It is critical to have a comprehensive social media policy paired with staff training to support the policy.
There are lots of sample policies available as a starting point. NRECA members can download examples at Cooperative.com/SocialMedia. Most policies can be boiled down to three main points. Posting the wrong thing online can:
1. Get you and/or the utility in legal trouble.
2. Damage the utility’s reputation.3. Cost you your job.
Do you know your utility is required to report the deaths of endangered animals found by power lines? Are staff allowed to take and post pictures while on the clock? Is your personal Facebook page open for anyone to see, or is it restricted to friends?
These are some of the questions staff training should address. If you do not know the answers, there are sample training sessions available to review, too.
Social Media Tip: Protect Your Utility With Digital Policy, Training
Grab a cup of coffee and watch this 18-minute training video to learn how a social media policy paired with training could save your utility’s online reputation.
Ready to learn more? Hear about the bobcat incident, dive into two sample social media policies and see examples of successful staff training in a new 18-minute training video.
Need help creating social content every month? We can help with that, too. Visit RuraliteServices.org/Tools/Social to learn more. —[email protected]
An electric co-op lineman posted this image on his personal Facebook page. Within three days, it was shared more than 65,500 times and generated thousands of comments. Many comments were negative, sparking a backlash against the utility. Photo provided by Kansas Electric Cooperatives
A 1987 story about a rural post office in Montello, Nevada, was featured on a vintage post office blog. Photo from Ruralite archives
6 | OnLine Winter 2018
On this page are two photos of Leon Espinoza, new editor at Ruralite magazine. One is a dramatically lit photo and the other is … well, bland.
What amazing technique did I use to create such dynamically different photos? My eyes.
The only difference was a few minutes time and the recognition that the light was doing something special. I saw the narrow beam of light on Leon’s face during a small window of time in the morning as it snuck its way into his office. It lasted 10 minutes, then was gone. To shoot the photo, I adjusted the exposure on my camera for the bright spot on Leon’s face. Pretty simple, but the result is a much more interesting photo.
Train your eyes to see opportunities where light is doing something different, and always keep a camera handy so when it happens you are ready. There are many ways to adjust your camera’s light exposure. Here is one helpful explanation from the Digital Photography School blog. —[email protected]
Photography Tip: See (and Use) the Light
These two pictures of Ruralite Editor Leon Espinoza show the impact of light choices. The one on top was photographed with natural light. The one on the right uses artificial light. Photos by Mike Teegarden
OnLine Winter 2018 | 7
Talking to consumers about energy efficiency or rate changes? Data helps. The U.S. Energy Information Administration conducts a Residential Energy
Consumption Survey every three years. Here are four useful facts from the 2015 survey (released in 2017): n Almost a third of all primary refrigerators are 10 or more years old.n Seventy-one percent of homes have energy-efficient double- or triple-pane windows.n When it comes to light, 81 percent of homes use at least one CFL bulb, while 29 percent have an LED installed.n The average home washes 4.5 loads of laundry every week.
EIA provides an infographic with energy use facts from every part of the home. Download the graphic here.
Energy InsecurityIs your consumer service staff hearing complaints about power costs? A growing number of your consumers may feel insecure about rising energy costs.
At the end of October 2017, new data was released on energy insecurity: consumers who have a hard time paying for power. One in three U.S. households had trouble paying energy bills in 2015.
Some people deal with the challenge by not buying food or medicine, while others keep heat or air conditioning off. In the West, out of 26.4 million consumers, 8 million have trouble covering power costs. More than 5 million families in the West chose to forego food or medicine to pay for power.
Learn MoreSome details from the 2015 Residential Energy Consumption Survey are still under review. The final household energy use numbers will be available in early 2018. Review the survey results here. —[email protected]
Ground Content With Fresh Energy Data
More than 5 million families in the West chose to forego food or medicine to pay for power.
U.S. Energy Information Administration 2015 Residential Energy Consumption Survey
Communicators’WorkshopR U R A L I T E 2 0 1 8
Communicators’WorkshopR U R A L I T E 2 0 1 8
Communicators’WorkshopR U R A L I T E 2 0 1 8
SAVE THE DATE!
September 30 - October 3, 2018Hallmark Resort • Newport, Oregon
Communicators’WorkshopR U R A L I T E 2 0 1 8
Communicators’WorkshopR U R A L I T E 2 0 1 8
Communicators’WorkshopR U R A L I T E 2 0 1 8
8 | OnLine Winter 2018
Powering
Communications RuraliteServices.org (503) 357-2105Efficient
Pomrenke Earns CCC, PromotionIn October, Ruralite Services’ Brandon Pomrenke earned his title as a Certified Cooperative Communicator from NRECA. He was promoted from associate editor to assistant editor.
The certification recognizes communications skills and electric cooperative industry competency. To earn his CCC, Brandon submitted a portfolio of work and passed an intense four-hour examination.
“I’ve learned so much about communications and the public power industry from my co-workers and utility communicators, but the CCC was a great way to practice bringing it all together,” says Brandon. “As part of a communications team in an industry that’s constantly changing, it’s important to take advantage of professional development opportunities like this.”
Brandon joined Ruralite in 2014 after working for seven years as a public affairs specialist in the U.S. Army. After joining the utility world, he started studying for the CCC as a way to learn about the industry and better serve his members.
Brandon joins four other Ruralite staff with the national credentials: Mike Teegarden, Pam Blair, Jennifer Brown and Megan McKoy-Noe.
Since 1985, more than 400 electric cooperative communicators have earned the CCC status. Learn more at Cooperative.com/CCC. —[email protected].
Let us know how we can help!
Leon EspinozaEditor | (503) [email protected]
Follow us for writing tips and ideas RuraliteServices/
Kathi VanderZanden Director, Communications and Marketing(503) [email protected]
Jennifer Brown, CCC Assistant Editor | (503) [email protected]
Mike Teegarden, CCC Assistant Editor | (503) [email protected]
Linda WisemanMagazine Assistant(503) [email protected]
Charlie StanleyWebsite Solutions Manager(503) [email protected]
Duy Mai Graphic Designer(503) [email protected]
Pam Blair, CCC Assistant Editor | (503) [email protected]
Megan McKoy-Noe, CCCManager, Content Marketing(678) [email protected]
Brandon Pomrenke, CCC Assistant Editor | (503) [email protected]
Michael Shepard CEO | (503) [email protected]
What do you do when a hurricane wipes out power for all of your members? Call for backup. In September, Assistant Editor Pam Blair traveled to Wauchula, Florida, to help Peace River Electric Cooperative Inc. with post-Hurricane Irma communications. Pam’s support included going out in the field, above, to survey and document the damage in Peace River’s service territory. Is Ruralite Services part of your disaster recovery plan? Ask your editor how we can help. Photo by Mark Sellers
Boots Pens on the Ground