Professional Development Session

Ashley Kasdorf, a recent IUPUI PR grad, stopped by the Campus Center Media Center on Oct. 19 to speak with PRSSA members and PR students about media relations. Kasdorf now works in the public relations department at Miller Brooks, which is located in Zionsville. With her experience at Miller Brooks, Kasdorf had plenty of good advice to tell PR students about first-class media relations.

“I work on 6 different client accounts, so I work with the media a lot,” she said. Positive media relationships are crucial when working with clients. Not only do you want a positive relationship with members of the media to build your own credibility, you need good relationships for your client’s sake.

Kasdorf first suggested, when trying to pitch an idea, story or send a news release, you must know your publication. For example, don’t send a news release about commercial washing machines to a publication that only covers commercial dryers. Make sure you know whom it is you are talking to and know the type of story or beat that particular person covers or has covered.

It is also helpful to make sure you are speaking the jargon or lingo of the editor or reporter you are pitching to.

Kasdorf said to make sure to pitch the idea in enough time. Remember, journalists have deadlines!

“What ever it is that you are pitching, they’ve heard it before,” Kasdorf said. “Don’t be alarmed if there is no response. Make sure you do a follow-up call or email. If they don’t respond after that, drop it.”

Another great way to spark the reporter or editor’s interest is to offer photographs, captions and interviews. “Don’t ever offer anything you can’t follow through on,” Kasdorf said. “Make the lives of the reporters easy.”

Besides offering pictures and interviews, there are other ways you can make reporters lives easy. Contacting reporters and editors in their preferred method is one way to build positive relationships with them. Some PR professionals recommend contacting the reporter or editor in the way they contacted you. Don’t send an email to an editor that always contacts you by telephone; call him or her.

Writing well and correctly will also reflect positively on you, your client and help the reporter out.

“Always, make sure you are AP correct,” Kasdorf said. Misspelled words and incorrect grammar is one way to jeopardize your relations with the media.

Above all, Kasdorf suggests that you be confident. “Be firm, assertive and confident,” she said. “Act and write like you’re enthused about your pitch, because it shows.”

Kasdorf left IUPUI PR students and PRSSA members with a plethora of knowledge about how to achieve good media relations.

“Ashley really knew what she was talking about,” Danielle Everts, PRSSA Executive Board Member, said. “She came prepared with detailed examples of what it takes to have media relations. It was nice to hear about the "real world" from someone who just graduated from IUPUI two years ago.”

Make sure you read all of your emails from IUPUI PRSSA. We will announce new professional development sessions and other things going on with PRSSA. Don't miss your chance to get involved!

Josie Harvey

IUPUI PRSSA

Director of Communications