Adrian also writes a blog – www.yourtechstuff.com - featuring consumer technology reviews, news and opinions as well as pointers and commentary for those in the media industry.  His blog has been nominated for a 2010 Irish Blog Award under the “Best Blog of a Journalist” category sponsored by Bvisible.

Computers In Business has recently expanded in size.  Does this reflect that the tech/ IT industry in Ireland is weathering the recession well?

Maybe. Or maybe it’s a sign that we needed to change our emphasis and are doing so. On the broader point of whether the tech/IT industry is weathering the industry well or not, it is certainly outperforming sectors such as property, hospitality, recruitment, motoring and other such areas.

Now, that may only mean that it hasn’t sunk like those other sectors. But in this environment, that’s not bad going. If you look at where new jobs are being created in Ireland — and I mean the ones we regard as important — they’re almost all in IT. Okay, the pharmaceutical sector would say that it is right in there, too. But how many new jobs are being created in the financial or the broader ’service’ sectors? None. In fact, it’s worse than none. It’s now firmly in the minus figures. I could go on about why this is, that Ireland has not positioned itself as a country that actually makes things or comes up with its own designs, but that’s probably for another questionnaire.

The success of CIB as a paper publication mars the idea that IT professionals are the early adopters who should be reading all their news on screens.  Do you think that there will ever come a time where CIB will be delivered purely online?

No I don’t. CIB’s main selling point, as a media product, is that it is published on expensive, glossy, magazine paper. That reflects the investment that we put into it. No-one else does this. In fact, no other mass-market media organisation devotes anything like the investment or commitment in technology coverage that The Sunday Business Post does. (Sorry, I’m digressing once again.)

I do think that online models are the future of publishing, though. And I do think that the current physical paper market is unsustainable. Look at the last circulation and readership figures of mainstream Irish newspapers. Readerships was up for most titles, yet actual sales were down. How can this be explained? By people relying more on online versions of newspapers (which are free and which can be linked to in Twitter and Facebook). I’ll give you an example of what I’m talking about. One of my best friends is a news junkie. And he is an avid reader of newspapers. He reads about six papers a day. Yet he doesn’t buy a single copy. And he’s not asked for any financial contribution for the sizable product he’s getting. That’s a ridiculous model. It’s patently unsustainable.

Personally, I think that there are too many newspapers in Ireland. We have 9 or 10 national daily titles. 9 or 10! New Zealand, which has about the same population as us, has, I think, two national daily titles (or maybe three). Same on Sundays. There are just too many newspapers. I think that before the market goes online, it will shrink in print, first.

You’re a big proponent of good photography and CIB is a very visual magazine when compared to other tech publications.  Why, in your view, are good visuals important to a print publication?

Where do I start with this one? I rant about this element of PR approaches more than any other single issue. Think about your own reading habits. Unless you are sitting down to read a book, or a first-class piece of journalism (which is rare these days), you need a packaged product. That means visual stimulation.

There is no possible way for CIB or The Sunday Business Post to present an article on financial software with a few dull headshots of ugly middle-aged men in dark suits and get people to stay on the page more than 15 seconds. It’s a visual disaster. You’re as much as saying to your reader that the subject is too dull for all but the geekiest of IT-savvy accountants.

I could (literally) write another 2,000 words on this single point. But I’m nt. going to. Instead, I’ll point you to where I’ve written about it extensively, in the ‘Media Advice’ section of my blog (www.yourtech.ie).

Your weekly ‘Reality Bytes’ column in the Sunday Business Post is very well cited online, particularly on Twitter on a Monday morning.  How open are you to PR approaches over Twitter to issues you cover in this column?  How do you like to be approached?

I don’t like being approached in a PR way on Twitter. That’s not to say that I’ll ignore it, but I prefer a little freedom on that forum. I’ll definitely chat and chew the cud over something. But engage in a pitch about a client who’s just won a low-level deal? Thanks but no thanks. Email is much better.

You are quite vocal on some PR practices offering advice in your blog and occasional satire in press on how PR executives can up their game.  While we’re sure this type of insight is well read, have you found your advice well heeded?

Not really, but, in all fairness and honesty, I don’t see why they should heed my advice. I’m just one journalist spouting off. And there are other publications out there that engage differently on issues such as pictures. So if you’re a PR firm and you’re doing well, stick to what you’re doing. My advice will probably mess it up for you.

The government frequently talks about an entrepreneur-led smart economy. Do you feel that Irish tech entrepreneurs have the promise to deliver us from the downturn?

No, not really. And I know that that will tick a few people off (I’m looking at you, @jdrumgoole). But the fact is that the overwhelming value that has been created in our technology sector has had nothing to do with any innovation created by any Irish company. By now, we should have hundreds, or at least dozens, of indigenous world-class technology firms of a decent scale. And how many do we actually have? Our tech industry is based largely on big foreign companies asking us to follow their diagrams, of ideas they have thought up. I know this seems a little harsh, but it’s the truth. If there was one thing I would love to see among Irish tech start-ups, it would be to hear nothing from them about demanding handouts and subsidies from the state. I’m sick of hearing about why it’s the state’s fault that they can’t become successful entrepreneurs, because they’re not getting subsidised.

You’ve written on the fallacy of ignoring Twitter as a news outlet while also supporting pay walls or other paid-for content on news websites.  Do Twitter and other social media channels undermine professional journalism or complement it?  Can a paid-for content model work when news spreads so quickly and freely?

I don’t think Twitter undermines professional journalism one bit. A competent professional journalist will get good stories or create good features regardless of any social networking service.

Yes, paid-for content can work. But only if the majority of the market moves over to it. There is no way that The Irish Times could reintroduce a paywall if the Irish Independent and RTE online remain free. (Arguably, the Times and Indo will never be able to put up a paywall so long as RTE is free, just as British newspapers’ online models are screwed so long as the BBC remains a free service. I think that this is a legitimate issue that will raise its head sooner or later, but that is for another questionnaire.)

Could The Sunday Business Post put up a paywall? Of all of the newspaper titles out there, it would arguably stand the best chance. It has a more lucrative niche than most other titles. Especially because the material we cover tends to become fairly valuable to people researching companies and looking for archived content. However, nothing like that is on our agenda for the time being.

As a blogger journalist you will be no doubt privy to information and review models above and beyond the average blogger.  Do you think that bloggers should be taken as seriously as journalists when it comes to issuing review models?

The prankster side of me wants to say a short ‘no way’ and leave it at that, just to see the bitching that would erupt online.
But what I really think is that the difference between ‘journalist’ and ‘blogger’ is often overdone.

Go back to basics: for what organ or service does one write for? Who reads it? How many readers does it have (i.e. what is the potential reach of the copy)? Answer those three questions and it doesn’t matter a damn whether they call themselves a blogger or a journalist.

If you were launching a new perfume, would you prefer to have Perez Hilton at the launch or someone from The London Independent?
Of course, the flip side also applies. If someone writes up their own blog every day and gets 90 regular readers, why the hell would they be a valuable edition to a press launch, from the publicist’s point of view? I mean, compared to someone from the Longford Leader or LMFM? Bloggers often see themselves in an entirely unrealistic way, as contemporaries of writers who reach 200,000 people. In fact, from a publicist’s point of view, I would have thought they were far closer to a small community newspaper that reaches 500 or 1,000 or 2,000 people.

What I am amazed at is how PR and marketing folks don’t ask a very simple question of bloggers: ‘how many readers do you have’? You shouldn’t have any right to be present at something just because you call yourself a ‘blogger’. And that goes as much for a general election count as it does for the launch of a perfume. At least that’s the approach I’d take if I was trying to publicise something.

And let me swing the pendulum around one last time: I am a blogger as well as a print journalist. And sometimes I write ‘news stories’ on my blog and not in the paper (admittedly, mainly because it doesn’t fit a section or a brief). Hell, I’ve even tweeted news stories (mainly because I knew they’d break before Sunday and I wanted to be first).

You recently added video interviews to the Computers In Business website.  Is the supplying of product video and exclusive pre-recorded interview content from PR agencies useful for this part of the site?  Or do you prefer to shoot it yourself?

Well, let me put this way. If you can deliver to me an interesting, relevant interview with someone who is not the marketing director or boss of some small company trying to sell a product, I’ll consider it.

But let’s face it — why would you set up any other kind of video shoot other than the dull format I’ve just mentioned? You’re hired to get your man into the press, right? And he’s the man, isn’t he? And he’s an Irish executive, which means he’s uncreative and generally petrified of anything unconventional, isn’t he?  No, it’d almost have to be shot by myself.

As a reference, I’d point you to Silicon republic’s interviews. I have huge admiration for what they’ve done there, and what they continue to do with their video interviews. Technically, they’re excellent. They’ve invested in a dedicated video guy who brings two cameras to the shoot. I can tell you that. from an Irish media persecutive, that’s impressive. But, but, but… The interviews are boring. Sorry, John! Sorry, Marie! I know that they’re there to serve a purpose. And I know that the subject matter often doesn’t lend itself to stimulating discussion. But it’s just very hard to stay with those interviews for more than 60 seconds, because they just repeat the already overly-familiar corporate memes of the day. I would like to add, again, that I have massive respect for both John Kennedy and Marie Boran in there, two great journalists. You wouldn’t believe the amount of work they have to get through. So this isn’t really meant as a criticism of them or their work. It’s just the format that is dull.

Online Video has been slow to take off in Ireland?  Do you expect this to change?

Yes I do. I think that the next generation of journalists are going to be a lot more savvy and comfortable with video technology. And I think that they will start to use this a lot more online. I’m 36 and, in my newspaper, I’m considered to be ‘down with the new technology’, just because I blog, tweet and know how to set up a Flickr or YouTube account. But the 17 and 18 year olds that we’ll be seeing in a couple of years will change this industry.

Adam specialises in computing, IT and technical stories.  He also edits and contributes to the online games and gadget magazine Teic.ie.  Here, Adam offers some really eye-opening insights on dealing with PR people! And for businesses with a good story to tell, or pitching themselves as interviewees, Adam’s advice is invaluable.

As a freelancer, how do you identify your writing interests publicly so that those with story ideas and information can send you only what interests you?

The direct approach of finding the people or companies you want to speak to and letting them know you’re out there is always good.

When I first started writing tech for Business & Finance I spent a day ringing around the main PR companies in Dublin asking them what tech clients they had, telling them what I was doing and letting them know what I was on the look out for. As forward as it might seem, and did to me when I started, simply asking people for an informal chat on a topic can always be good too – you don’t have to approach them with a request for an interview.

Best of all is your portfolio, though. The more you write on a topic the more your name gets out there in the relevant circles and the more inclined people are to turn to you when they’ve something to say.

Other things like Twitter and the blog can be useful too, especially if you want to put the call out for a certain type of interviewee that you’ve perhaps not spoken to before.

How do you prefer PR companies approach you to pitch a story idea?

In terms of the way they contact me, I’m not picky. What I like to see in a pitch is that it has been tailored, however, one that’s not a boiler-plate pitch that 50 other journalists have gotten too.

If all the other publications have gotten the same pitch then there’s no point pitching it to a freelancer – after all who are they going to write it for? That’s not to say it has to be totally exclusive to be worth informing a freelancer, it just needs to have an angle that will make it different to what’s going to appear in tomorrow’s dailies.

What are the characteristics of a good interviewee?

Someone who knows what they’re talking about and knows how to get that across clearly.

I think some interviewees assume the journalist asking them questions is trying to catch them out but in reality they’re just looking for information, preferably in plain English. That doesn’t mean the journalist will big up your company or only ask you soft questions but they’re not looking to throw you under the bus either.

You can tell when an interviewee approaches an interview in a defensive-mode and their quotes end up lifeless as a result, meaning they’re more inclined to get cut when the article is being written and edited. The same goes for people who are spouting little other than the sales pitch and the cliché.

Are all interviews via phone and email now or do you still talk to some face to face?

I still do some face to face and much prefer it that way but I find it harder to arrange these when there’s a short deadline in play. Phone interviews are generally the way I go and as a rule of thumb I avoid e-mail interviews at all costs; again the quotes end up very lifeless and you never get satisfactory answers when you go that route anyway.

What are your PR pitching pet hates?

The classic e-mail followed by phone call is always one. I also hate when something is pitched to me as if it’s the second coming of Christ when in reality it’s something like the launch of a new type of ring binder.

When PR people lay on the hyperbole now it makes me more inclined to skim over their e-mails in the future. The same goes for those who send out a generic press release on something that happened today and expect me to use it as the basis for a feature that won’t be published for two weeks.

Do you think that the role of a freelancer is growing ever more important as news is increasingly disseminated online?

I think freelancers are more common than ever but that is probably more to do with cut backs in the media than anything. I’m not sure if it is more important than ever but it may help to create more flexible journalists in the long-run, as freelancers need to be far more adaptable in terms of the platforms they use and topics they write about if they want to make a living.

Is it important that freelance journalists blog?

I think it’s important that all journalists blog, although I say that as someone with an appalling track record at keeping my site up to date. For new journalists, who by definition tend to be freelance, it’s a good way to write publicly and get some practice so in some ways there probably is more incentive for freelancers to blog than staff journalists.

What are the pros and cons of being a freelancer as opposed to being a staff writer?

On the pro-side you are your own boss and can be far more flexible in what you do and where. Assuming you go out and get the work there can be far more versatility in what you write, be it the topic, length, format or style.
On the con-side you tend to be out of the loop and have to work that bit harder to keep up – you also need to be able to generate better ideas than a staff journalist, at least in your first few years.

When researching pieces, how do you decide who is a suitable authority on the subject you are writing on?

There’s no hard and fast rule but you tend to make a judgement call based on their relevance to the angle you’re taking and their ability to talk clearly and openly about the topic at hand. If I approach a person with a vested interest in the topic, say like a CEO of a company that has a product or service in the area I’m writing about, what I look for is honesty and insight. The minute I start to hear the sales pitch I know I won’t return to them for a quote in the future.

How can PR agencies best aid in your work?

Many PR companies seem to be very closed off about their clients and surprisingly can often be hard work to get information out of. I’ve had numerous cases in the past where calls or e-mails are not returned from PR companies even though I’m asking to speak to one of their clients about one of their products.

The more accessible they are and open about their clients the better. I know Adrian Weckler has done a great job of breaking this down in the past too but something as simple as a good high-res image to accompany an interview can make all the difference, too.

As a business feature writer, what are the attributes of a business, product or service that make most suitable for inclusion?
Broadly speaking they just have to be doing something interesting, or be at the fore of a new trend. It’s great to hear that company X has made record profits this year but it’s far more interesting to know what product has caused that increase, what way they see the market going in the next few years and how they plan to grow further. These are the kinds of angles that make features far more interesting for me.

How is the move of certain consumer technology companies to sourcing Irish PR activities through British agencies affecting your ability to review their new products?

Dealing with a UK-based PR company is a nightmare when it comes to reviewing products. You have a much harder time getting the unit in the first place, it takes much longer to get to you and because they don’t know the Irish media as well you sometimes have to break your back just to get on their radar.

Thankfully the exodus of PR to the UK hasn’t been as bad as I was expecting, at least so far.

Given that The Economist, Time and Sky News constantly refer to their online content, is the internet really killing traditional media or enhancing it?  How do you use the internet to add value to print articles?

It’s a really big debate and I don’t know the answer. What I can say is that the internet is an invaluable tool when it comes to research and as a freelance journalist it can often be the only source of contact with other journalists, which helps keep you sane when you start to go stir-crazy.

My gut feeling says that “traditional” media won’t die but it’s a bit of a misnomer because what we consider traditional media is totally different to the traditional media of 50 years ago. The only thing that’s happening now is a rate of evolution far greater than has been seen before and everyone is struggling to keep on top of things.

You are very active on Twitter.  Do you find it a useful resource as a journalist?

Certainly – it’s a great way of keeping your finger on the pulse of things and a great resource when it comes to finding interviewees. More than once I’ve tweeted about an upcoming article and asked for interviewees and more than once I’ve gotten a positive response. It’s a rare treat in journalism to have the interviewees come to you.

There are plenty of sites and blog posts on this topic but, since we are advertising for roles to be filled presently, we thought it might be helpful to offer some tips on increasing your application’s visibility.

Find the human being in the company

Dear Human Resources Manager, Dear Sir/ Madam, Dear jobs@bvisible.ie….. Who?  Most PR agencies are not giant corporates so it’s easy enough to get the name of the person you should direct your application to.  If you take the generic approach you’re already breaking one golden rule of media relations- address your pitch/ press release/ photocall notice to a human being.

Check, double check and triple check

Make every word count, spell them right and get your grammar in order or your application won’t be given a second look.  Sloppiness never bodes well for a career in communications so it’s imperative you give a good first impression.

Get creative

While a well-worded application letter and CV will always be considered, why not demonstrate some creativity?  It’s not hard to make your application a little different to stand out from the rest.  No hints here- creativity and originality go hand in hand .  (Ok, one little hint: if you’ve checked out our Twitter account you may find some ideas in an old post- and no we don’t condone standing outside with a sign!)

Do your Research

Another golden rule when working with the media- know your journalist!  The same goes for a job application. Know the company you are applying to and tailor your application accordingly.  With blogs, Twitter and Facebook accounts it’s not that hard to get a feel for a company, the clients it works with, campaigns undertaken etc.   Demonstrate the effort you put into this task and tailor your application accordingly.

Follow up!

PR is a frantic job- we are very often so busy looking after clients that the amount of time we can dedicate to checking applications is very limited.   However, one thing that struck us as particularly odd is that we rarely receive follow up calls from applicants. No phone follow-ups when this is a crucial part of your daily job in PR? All PR roles require the kind of person that’s not afraid to pick up the phone and ask a question or to fight their case.  If you don’t have enough confidence in yourself to push your candidacy how can you be expected to do it for our clients?

Follow-ups not only put you on the radar, it shows eagerness, determination and even curiosity: qualities every PR professional should possess.  If current work commitments prevent you from making a personal call, a reminder email is also good to send.

Be Social, Be Up-To-Date

PR has changed and is continuing to change more than at any point since the arrival of television.  PR is not just about understanding and engaging with print and broadcast media, it’s about all media where people get their information.

The best PR candidate in 2010 is the one who is tuned into this.  Show us what you know about social media, about developments in PR and where you think our clients should be seen.

Go that extra mile

Fresh ideas and ways of thinking are always welcome in Bvisible.  So, if you are granted an interview you should come armed with ideas about what you think we are doing well and what you think we should consider to make things even better. It’s essential to research what our clients are up to as well.  This knowledge and what you do with it can be a tremendous advantage to you in an interview.

Hopefully the above pointers are helpful.  Any other ideas, experiences, helpful advice from job hunters or businesses? Just weigh in below.

How many PR approaches would you get in a normal week?  What works for getting your attention?

I get a steady stream of emails and follow-up voicemails, very few of which are useful. It’s always a welcome relief to get a phone call, a well researched email, or a personally tailored message or letter from a person who can demonstrate expertise in the area they are working in, and who knows their media well enough to pitch me something they know I want.

How far in advance do you work on each issue?

Deadlines vary for different sections. Listings are prepared more than a week in advance; news goes on the day before publication. In theory, we get a good part of an issue done early so that it’s not a panic to change something at the last minute where necessary. But in practice journalists are a shambolic lot, and most of us leave everything till the last minute. It’s the only way to be sure we’re up to date.

Do PR folk ever have an influence on what gets cover stories for features? Or is it entirely an autonomous editorial decision?

It’s always an editorial decision. If we were influenced by PR, I think readers would notice, then we’d lose credibility, and then nobody would want to read our paper, and then PR people wouldn’t want to pitch stories to us, and the world would be a much sadder place.

Have music or film PR companies ever expressed issue with copy after it’s been published? How do you react to this?

Rarely. So rarely in fact, that I welcome it when it comes. Again, I respect public relations people who have intimate knowledge of the media they’re talking to, and a well made (and valid) complaint is a good indication of that. But don’t all start complaining now …

Is there anything journos have complained about re PR people, particularly in junkets?

Journalists love PR people and never ever complain about them. Ever. Honestly.

What’s the best thing about your job?

Watching people reading the paper on the train or bus home on Fridays.

If you weren’t editor of the Ticket what would you like to be?

Right now, a member of the Na’vi tribe from Avatar.

Who has been the best celebrity to interview?  Why? And who’s been the worst?

Sadly, I don’t interview celebrities, just ask other people to do so and live vicariously through them.

RTE will be broadcasting a new season of  Dragon’s Den in February after a successful last series that saw the launch of one last Christmas’s most popular toys, Animatazz.  The show is an amazing opportunity for eager start-ups, not just for investment, but also for publicity.  A good idea, presented well over the airwaves, can help sway that most discerning species of dragon, potential customers.

With a career that has taken him from pirate radio DJ to television mogul extraordinaire we believe that anyone with an interest in television production, entrepreneurship and PR should pay close attention to what Larry advises in our interview with him.

From a public relations perspective, how helpful can an appearance on Dragon’s Den be to would-be entrepreneurs?

The Power of television can never be under estimated as all the entrepreneurs who featured on Series 1 of Dragons’ Den can testify. Small, unknown brands can generate a national profile eg. The folding stairs company, Stira, still use the phrase ‘As seen on The Late Late Show’ 20 years later!

What criteria did you use in choosing last year’s Dragons?

We wanted authentic personalities from different walks of life and different professional experience.

Have there been any changes to this year’s show that you can talk about?

No changes as we are following a very successful format.

Is there a unique flavour to the style and approach of Irish participants’ pitches compared to those on the UK show?

Yes. It is my belief that we are great story tellers as a nation and that really comes across in the pitches.

How successful have last year’s Dragon investments been?

They have all been successful in their own right but some more than others. The biggest success story would have to be the board game Animatazz. It has gone global and is one of the top selling toys this Christmas

Many of the business ideas are rejected when confronted with the Dragon’s scrupulous interrogation. Have you found that any of the rejected ideas have since become successful?

Not aware of any as yet but we do intend on following up on some of the rejected ideas in future series’.

Any interesting anecdotes you can reveal with regard to this year’s show?

It is too early in the production as we have literally just started filming, suffice to say that the real story in businesses on Dragons’ Den are the people and we have had some colourful characters!

When will the show air?

It will air in February on Thursdays at 10.15pm on RTE 1.

What were last year’s ratings for the show?  And do you expect more viewers this year given its success?

Series 1 figures were above average for its time slot and we would like to think that Series 2 will grow as we saw with the success of The Apprentice Series 2.

You yourself are a highly successful businessman.  What in your view makes a good businessperson?

You need determination, a thick skin and an ability to be creative in solving problems. You need a plan to set out on a business path but you can be guaranteed this will require change many times. This is when you need to focus on and end goal and be determined to get there  and don’t take no for an answer!

It is innocent for Murdoch to believe that his omnipresent media interests can hold the spread of news information online. If Murdoch’s empire closes shop on its free news then internet users will turn to other sources such as blogs and Twitter for their news.  As it stands the citizen journalist has been trouncing traditional media in terms of breaking news as the recent Luas crash on O’Connell Street demonstrated.  News, imagery and updates from witnesses spread on Twitter for 45 minutes until a news website had covered the crash.

Where traditional media will continue to hold relevance is in analysis and investigation.  However these alone are not the only reasons for people to buy a newspaper, and with many blogs offering similar functions at a lower quality (but for no cost) there is an uphill challenge to be met.

If the media is to fragment to amateurs and others who may be serving agendas, and traditional press sources are destroyed, then there is a very real threat to freedom.  As PR practitioners we need the media to be objective or the objective validity of our work is also threatened.  PR is only worthwhile if it informs objective commentators and if objective commentators disappear or fragment then PR could be on the ropes.

We all have a vested interest in the survival of professional journalism and we believe that there is another model that the newspaper and broadcast industries should examine so that the freedom a free press guards for us is not destroyed.

Learn from the Music Industry

We are fully aware of the irony of citing an example from an industry suffering intensely from the proliferation of free online content and their own short-sighted manner of adapting to the situation.  However, nearly one hundred years ago the recorded music industry handled its first big test with aplomb.  With the development of radio the industry was faced with the threat of stations freely broadcasting music to the masses.

Using pre-existing organisations and with the support of legislation on copyright, the industry successfully set up a system whereby broadcasters would pay a license to the collection agency and submit information on what music was played and how often.  License fees are then paid to musicians and composers through a collection agency in proportion to the amount of times they were played and to how many people.

This system has been in place for decades and forms a substantial part of revenue generated in the music industry.  There is a lesson here that the music industry has forgotten that can be re-learnt by traditional media.

An ISP Collected Licence for Online News Content

Paying annual subscriptions via credit card is a proven failure.  Having readers reach for the card for individual pieces of news is even less likely to succeed.  Imagine if you had to  clock in your payment details every time the radio announced they were about to play a song?

We propose the industry examines a relationship whereby an ISP is contracted to collect negotiated fees as an embedded cost in their charge to customers.  Existing royalty companies could then collect this fee and apportion it to news organisations on the independently audited ratio of the amount of views they are receiving.

This presents a number of obstacles that we will attempt to address though we caution that this is not a fully formed solution, just a suggestion that could develop into a model that can reward professional journalism without alienating a willing readership.

ISPs as Collectors

The only guaranteed point of revenue collection on the web are Internet Service Providers (ISPs).  If we pay anyone for any of the online content we receive, it is them.  They are a natural agent for collecting this proposed license fee.

But why would ISPs become involved?  There are two motivators.  At the very least a fee can be offered to ISPs for collecting the tariff.  If the entire print and broadcast media agree on a license then it would be quite easy for websites to detect a user’s ISP.  Subscribers to an ISP that is not participating can be easily detected from the user’s own unique IP address and thus be denied access.

Given the traffic online news sites do receive it would not be in any ISP’s interest to be left out of the agreement and given the offer of a suitably agreeable commission, doubly so.

Auditing

It should be possible to both audit the traffic received from various ISPs on both the media outlet’s own site and also through an independent auditor.  In this way there would be a double-lock that does not exist in the music industry to ensure that fees are apportioned fairly.

Drawbacks

A tremendous amount of co-operation would be required to bring this about across both industries.  However given the benefits to ISPs, and the prospective of generating new revenue streams by pursuing the idea with other creative industries, there should be enough to benefit the industry to consider the proposal seriously.

A technological drawback would be the use of proxies to circumvent licensing however this is an issue that in itself is not insurmountable but does mean that for the idea to be truly effective, it should be internationalised immediately.

Can the Press be Saved?

More than ever we need a professional journalistic body to hold to account governments, unions and bodies corporate.  With so much information there is a need for the questioning and trusted independent source to prevent the person with an artificially large internet footprint becoming a modern day Goebbels.

Pay walls failed before and the internet free news genie is long out of the lamp.  Our solution is designed to stimulate a debate.  We hope that the debate leads to sustainable professional journalism and quality news for all.

He worked as RTE’s Foreign Affairs Correspondent since 2001 covering the September 11th attacks and spent seven weeks in Iraq reporting on the war there.  He received a Television Journalist of the Year award for his coverage of the Afghanistan conflict.

Mark is currently a presenter of RTE’s flagship current affairs programme, Prime Time and has written two books, Turn Left at Greenland and Zulu Time.

In our interview, Mark shares his thoughts on how Prime Time ticks, how he regards PR approaches and the effect of social media on how news is reported.

How does the Prime Time team decide on what to cover?

The process begins with an editorial meeting on Monday morning, where we do our post-mortem on previous week and review the big events likely to dictate our programming. But anything between 25 and 50 per cent of out output comes from reporters/presenters pitching specific ideas.

What kind of stories are you more likely to report on?

The story we feel we would be ashamed to have missed

What influence do daily newspapers and news programmes have on your reports?

More limited than it was when I first joined Prime Time but we still keep a very close eye on who is talking on TV and radio and scour the papers for the emergence of a new voice. Lately, I’ve been doing my own scouring of social media for ideas and people.

When seeking opinions on issues covered by the show, what makes you consider someone as an authority?

A huge variety of factors but a general confidence in their credibility as an advocate of a particular position and their ability to articulate that position is paramount

Do you think a report on Prime Time has any influence on how the issues are subsequently dealt with?

Public debate is a river with different currents and we are one of those currents.

How can PR people bring value to the Prime Time production team?

Solve a problem. Be honest. Think of the long-game. And in you don’t have absolute personal confidence in what you are offering then don’t make that call or send the e-mail. A show like ours has a long memory for people with integrity but we never forget the chancers.

What value do you place on press releases or press statements?

None. The only exception is a release in relation to a breaking story on programme day

Are you open to being pitched stories?  Any advice you’d offer here?

Hate being ‘pitched’ but absolutely open to ideas from all quarters. We’d be failing if we weren’t  seeking out as many views as possible. But again, this is a long game. Don’t make a short-term pitch that will damage your long term credibility

What advice would you give someone invited in for a studio interview?  What makes a good interviewee?

Belief in yourself and what are you saying (something no media training course can help you with)
And remember, you’re not in that studio to impress your bosses or boardmembers or cabinet colleagues, You are there to communicate with good people with busy lives in living rooms across the country.

How would you describe your interviewing style?

I wouldn’t even try.

What are your most memorable Prime Time reports?

Leas Cross. US elections

Do you ever reference blogs when researching?

I check out all kinds of media

As a recent Twitter convert, how do you find the service for keeping you up-to-date on current affairs?

It is my first and last port of call now. It has become my own personal newswire thanks to the links it provides to unlimited sources. It is also easy to filter and cross-check. I operate on the assumption that it is not what you say on twitter that matters but who you follow

What other benefits are you deriving from Twitter?

The interaction has been so refreshing. I don’t think I have been more plugged in to a community than I am now.

How do you feel to being pitched to on Twitter?

Let’s leave the pitching aside, but I’m fascinated by innovative people and new ideas and change.

You are also a regular Boards.ie user.  Does using boards.ie ever inform your research?

I primarily use it for interaction. But many of the reporters I work with use it for sourcing interviews and ideas

How to you find Boards and Twitter as barometers of public perception on current affairs?

They are invaluable for discussion and interaction and accountability but I don’t think they have a broad enough reach into Irish society to be a barometer of public opinion

Was it always your ambition to be a current affairs programme presenter?

That or centre-forward for Liverpool

What TV presenter do you most admire?

I don’t have any heroes.

What TV programmes do you like to watch?

I find myself watching a lot of TV news in the same way I eat broccoli. It’s good for me but I would probably rather be doing something else (like watching Jools Holland, The Wire, Sarah Silverman, John Stewart)

What newspapers and magazines do you regularly read?

What you got? I read them all. But less and less in actual newsprint and more online although I still feel a little thrill when the wife’s Vanity Fair drops through the letterbox with a thud

Do you have an opinion on the new versus traditional and the future of TV?

It’s like having an opinion on the tide. New will completely transform old. TV will survive but it will become just another platform for content

As a former Malahide Sea Scout did you ever notice shaky foundations in coastal transportation infrastructure?

No. I was too busy chasing Girl Guides

Prime Time's Mark Little

What type of stories interest you for The Business?

We’ve concentrated quite a bit on smaller businesses and start-ups and have become well known for our mentoring series, where start-ups are taken on by successful businesses and we ‘eavesdrop’ on how it all goes. We’ve had big names on as well (Niall Fitzgerald, Edward De Bono, George Soros), they bring a broader view of business which complements the start-up stories. We love locations, the live feel of being out and about is important.

Describe the process when planning the show?

We work ahead with a diary that everyone contributes to. Ideas are bounced around, but only acted on when we’ve given them consideration. We’re not afraid to change our minds about ideas, items and stories. We are flexible enough to change gear at the last minute, the world of business can produce headline news on a Saturday, so we are ready to react for Sunday morning. There are no egos on the business, every story is judged on its merits so consensus happens remarkably quickly.

Are there any stories which can get better exposure on the radio than on TV or in the newspapers?

It’s a bit of a cliché, but radio can bring intimacy to a story. If it’s a story about personal difficulties or challenges in business, voice alone can be extremely powerful. Many stories simply work differently on radio  than in print, for instance someone’s personality can come across much more readily on radio than in print, but some ideas and products are so much easier to communicate through the visual medium of television. I think the mentoring item worked particularly well on radio.

How do you decide if a story is a good radio piece?

First of all, it has to be a good story. Second, we ask can do it in a way that ‘works’ for us on radio? That’s a bit vague, but we usually try things out, Richie (Beirne) recently took a spin on the new Airbike service to Dublin Airport, while the programme was on air. He started live at the Radio Centre with a chat at the start of the programme, he called in on route, and the managing director of the company was interviewed when they arrived at the airport at the end of the programme. It gave the whole thing a sense of something happening, rather than simply a straight interview.

How do you decide if someone is suitable for a radio interview?

Is it a good story? Can the person talk? Are they a bit of craic? Can we make it sound good, paint a picture for the listener, can we have a go at whatever it is(within reason!)

How many people have input into the programme research and ideas?

There is a core team of four, including John Murray, but we don’t all work full time on the programme. Colleagues within RTE , Radio and Television will come to us with ideas and stories, usually saying that something is suitable for ‘The Business’, in other words something we can do in our unique way.

What is your role as a producer? Can you specify the areas you have final say and the ones for which you only advise?

The programme has the final say, in other words if something doesn’t work , for any number of reasons, it won’t be broadcast. My role is to find stories, make them happen on radio in an interesting way that makes people listen. I only have final say in how much sugar goes in my coffee.

Do you like to provide questions in advance of an interview?

Bullet points and headings are much better. If someone knows their subject, they can give a straight answer. Listeners are not fools, they know if someone is trotting out some rehearsed party lines, our presenters are well briefed and if the interviewees are, they shouldn’t need to be provided with questions in advance. On the other hand, if it’s Bill Gates you’re offering us ………

How would you describe John Murray’s interviewing style?

He’s very personable, he’s known for his disdain for jargon and listeners really like that. He is not afraid to ask tough questions though his Morning Ireland training gives him the edge there. But most of all he doesn’t take himself too seriously and likes to keep it all real and down to earth.

Any major No Nos when it comes to PR pitches.

Any hint of deception is poison, if you’re waiting to hear from another programme, tell us, if an interview is in print the day before we broadcast it, we all look a bit foolish.

What makes a good PR person?

An avoidance of the above. It also helps to be open to producers wanting to be a bit creative with something that might make an item memorable and create more impact (the Airbike example being a case in point). Understanding that things change in the radio world very suddenly helps as well and that if it isn’t going to be good radio, we’re not interested.

What makes a radio producer?

Someone who can think like a listener and can facilitate the telling of a story or the holding of a discussion in a way that can engage the listener and trick them into not turning off the radio.

How valuable are press releases?

It depends on what they are saying. They are usually just a starting point and of use to check facts, but they need always be accompanied by a pinch of salt.

What do find enjoyable about your job?

Every day is different and the people I work with are great, it is a privilege to serve the listeners the best radio we can cook up. If I was rich, I’d do it for nothing!

If you were to give one piece of advice to PR pros what would that be?

Don’t pretend your client is more important than they are. Niall Fitzgerald (CEO of Thomson Reuters) is a real heavyweight in the business world, but his PR people were a pleasure to deal with, no making out that it was a big deal for him to talk to us. He was real gent as well, by the way.

Any interesting anecdotes from your life as a producer.

How much time have we? The most interesting radio moment for me recently was trying to talk John Murray and Richie Beirne out of pucking a sliothar from the roof of the Cork studios, live on air. I didn’t manage to talk them out of it, but thankfully the sliothar landed in the river Lee.

Other Comments from Tim:

“The most satisfying part of my job is reporting on the great efforts being made by people putting their money where their mouths are when it comes to setting up and developing businesses.”

“The Business was extended to an hour and I had recently been upgraded to producer, so was ideally placed to join the programme, working from the Cork Studios. There is a really strong team working on The Business, John Murray has a great touch when it comes to putting it all together and the show is going from strength to strength”.

His own experience in Business has Given Tim a strong appetite for the kind of stories he covers.  “I admire anyone who takes a risk with their own time and money to get out there and innovate in business; the programme works hard at highlighting and supporting these ideas”.

“We try to keep the focus on entrepreneurship and innovation based start-ups, as a result the programme seems to have a really broad appeal and not just to people in business. The programme team works hard at keeping a sense of humour in these difficult times, while also telling stories which can inspire people with their own ideas to give it a go.”

Tim has also recently been working on the ‘Documentary on One’ series, producing a documentary on the Muslim Community in Cork and a programme about   music education in Cork Prison.

Tim lives in Turner’s Cross with his wife Tanya and two daughters.

All About Eve is a second hand clothes store that specialises in nearly-new designer wear.  Brands such as Coco Chanel, Jimmy Choos and D & G can all be found in their shop at very agreeable prices.  The business was started last June by Karen Kavanagh and Tracy Briggs after they were made redundant from another shop in Malahide.  Using their contacts and a meagre budget they sourced pristine examples of top-line fashion to build a rich stock that would make Brown Thomas green with envy.

The store occupied a unique niche at the right time.  As a generation of Celtic Tiger cubs struggled to come to terms with the downturn, Karen Kavanagh and Tracie Biggs created an opportunity to continue to enjoy finer apparel at recession busting prices.  The only thing All About Eve needed was to let the country know that Louis Vuitton did not have to be pipped by St. Bernard and that quality fashion could be found at an affordable price.

Bvisible were contracted to handle PR activity for All About Eve and with a small budget we devised a simple and highly effective strategy that has seen a massive increase in sales and enquiries to the shop.

Media Strategy

All About Eve’s uniqueness in clothing retailing, combined with its location in Malahide, allowed for a very specific media targeting plan.  A combination of media local to Malahide and North County Dublin, as well as newspapers and broadcasters with a fashion interest, were issued tailored press release together with some feature ideas.  Appropriate blogs were also contacted to notify them of the new venture and why the boutique would interest their readership and audience.

We have interviewed journalists for our posts here on the importance of a good press release and the one drafted for All About Eve was a text book example of the right release for the client and the media.  Not only did we identify strong newsworthy angles, but the release written in an editorial style and presented the key facts in an organic and factual manner.  In fact a journalist from the Irish Times, who subsequently visited the shop and wrote a feature, very graciously commented on how well written the release was.  It goes without saying that if a release gets that kind of feedback your pitch’s chances for success are a near certainty.

The above, together with strong  follow ups and prompt facilitation of interviews meant we secured a wide range of features in our target media.

Flickr

Photography for the shop was masterfully taken by Susan Jefferies and, in order to save time for agency and media alike, these were hosted on a specially created Flickr account.  This allowed for ready, easy and fast access for journalists and picture editors.

Coverage

The combination of a good story, great release and informed pitching led to a great response from the press to All About Eve.  The shop was featured in a range of publications including:

• Irish Times Saturday Magazine full page feature with photo after interview and shop visit
• Sunday Independent Life Magazine fashion brief with product pic
• Irish Examiner Weekend magazine news thread
• Malahide Gazette cover page feature with photo
• Swords Gazette cover page feature with photo
• Metro Interview and feature
• The Star interview- story yet to be covered

Broadcasters who have visited the shop to shoot footage and interview the girls so far include:

• Off The Rails for RTE
• Irish Nationwide for RTE
• The Morning Show for TV3 who interviewed them live in studio

Business Benefits

After the first wave of coverage reached the public, All About Eve reported a dramatic surge in business. On the morning The Irish Times article appeared Karen Kavanagh contacted us to say: “The shop has had people in all morning and phone hasn’t stopped ringing, absolutely delighted!”

One of the objectives of the media strategy was to attract customers from outside the local area.  All About Eve had visitors from as far away as Belfast, Cork and Galway who cited articles in the Irish Times to the Sunday Independent right down to our local Malahide Gazette. The initial flurry of press activity also generated further interest from broadcasters TV3 and RTE .

Conclusion

This initial campaign has yielded incredible results for All About Eve and created its own momentum.  Before embarking on a PR campaign All About Eve were attracting customers solely through word of mouth in the locality.  Now the boutique is known nationwide resulting in regular visits from people outside the locality and leading to a massive increase in sales and stock.

If your business has the right story and is truly doing something unique then a well executed PR campaign can truly drive awareness and have a lasting impact on the bottom line.

A good campaign will generate great coverage

Write a release in the language, style and tone of the publication you write to, and prioritise the elements of most interest to that publication..

Nisota’s New Car

This is a somewhat blunt (and mocked up) example to demonstrate the method.

Consider a new car being launched from Japanese manufacturer Nisota .   Nisota’s news release has the following features:

Swarovski crystals embedded in a Britney Spears designed interior
Hybrid engine and new braking system that converts break energy into battery charge
Components will be created in a new plant in Navan creating 200 new jobs

There are three types of print publications the client needs the new car to be covered in- tabloid, broadsheet and motor trade magazines.

One Announcement, Three Releases

Instead of one generic release written in one style, Nisota’s PR could consider drafting three releases for each publication.  The celebrity obsessed readership of the tabloids means that a release highlighting Britney Spear’s involvement in the cars design would form an excellent lead.  This release should then be written in the style of a tabloid, in fact almost like a tabloid article.  A suitably tabloid-esque heading such as “Britney Spearheads New Hi-tech Crystal Car” to ensure the attention of the journalist is caught.

For the broadsheet Spear’s involvement in the design would be secondary to the news of a car manufacture creating jobs in Navan (in reality that would be a release in itself but please indulge us).  This economy focused news would be the lead with a succinct and informative heading such as “Innovative Hybrid Car Creates 200 Jobs in Navan”.  The language of the release would be formal, the content informative and to the point in the same way as the language of the intended recipient.

Trade Publications will have a more technological focus and for them the big news is the braking system that charges the battery for the vehicle.  The other news would be an aside and the release should again facilitate the publication’s information needs by providing as much information on the technology again in the style and language of the publication being pitched to.

Facilitate and Succeed

Our case study is a little blunt but the philosophy is sound.  Your news may have multiple angles for multiple journalists.  Taking the time to communicate to them on their own terms will pay dividends in terms of coverage.