Rebecca Hover does what most people only see on shows like CSI: for years, she's been listening to the police scanner and dashing off to crime scenes, first as a reporter for The Everett Herald and now as the public information officer for the Snohomish County Sheriff in Washington state.
How is it different dealing with newspaper reporters versus TV or radio?
The major differences are probably the obvious ones: local newspapers cover local stories more in depth than TV and radio tend to. TV and radio have a much, much broader area to cover. However, we’re fortunate to have TV bureau reporters and photographers who do focus on Snohomish County every day.
The more you work with any reporter, the better a relationship you develop. You learn how to anticipate questions and how to pitch stories. And you learn how to “fight fair” when disagreements arise, which they inevitably do.
What are some of the different writing products and projects?
I’ve written everything from press releases to oath of office speeches, to talking points, to brochures, to web site content.
But one of my biggest writing projects each year is for our annual awards ceremony. I write every single award citation that is distributed during our January ceremony. Now that our office is twice as big since the Corrections Bureau came aboard in January 2009, the number of awards we present has grown, too. It’s one of the most gratifying writing projects I’m responsible for because of the opportunity to tell short stories about the great work we’re doing.
I read aloud each story in front of the several hundred people who attend our ceremony. And I know those stories mean as much to the recipients and their family members as the medal or plaque they receive.
How is the web changing things?
Sometimes, I think anybody can be a public figure now, with facebook, twitter and blogs. Look how many people are asking questions and videotaping meetings, then writing about them on blogs. Everybody is a journalist.
But I've resisted the advice of some people to also do twitter and facebook. Because if you do something like that, you have to maintain it. I'm already sending things to reporters by e-mail. Why do it again by twitter or facebook while I'm driving to a crime scene or doing something else?
What tips would you have for somebody who wants to get into journalism or public relations?
Since my background is in print journalism, I can’t help but recommend a degree from a solid print journalism school. Being able to analyze information and anticipate questions and problems is critical, and print journalism is a great training ground for that and so much more. Internships are excellent, too, especially in today’s economy and with the field of journalism changing so rapidly and drastically.
Most people coming into the workforce today won’t stay with one company, one job, or even one career for a lifetime. Internships help you gain valuable experience, contacts and knowledge about your community.
What advice would you give somebody who’s a community activist or amateur trying to get press for their local group or business?
My first piece of advice would be: Don’t rely solely on press coverage to make your project or group a success. Too many people think they just need one big story in the local paper or on TV and their organization will take off and be set forever.
There’s only so much newsprint space and air time available – and everybody else wants a sliver of it, too. Consider your audience. Who are you really trying to reach out to? Will social media work? How about good-old fashion word of mouth?
Contact other local chapters of your organization or the state or national chapter for advice on how to build your group. They can tell you what worked or didn’t work in their area, and they might have resources to help you get started.
When it’s time to pitch your story to media make sure you’ve got a strong news hook. And keep your organization’s name in the spotlight by sending community notices to the newspaper, local TV station or local radio station on a regular basis about upcoming events and recent successes. People still pay attention to those community notices and announcements.