Top 3 ways to get your LE-related press release picked up

The media landscape has changed dramatically over the past two years, especially with the rise of social/digital media and due to the overall state of the economy, which has impacted advertising, editorial and general staffing budgets. With that said, there are 3 tips companies should follow:

1. Distribution is critical - for any press release, make sure your distribution is highly targeted to reach audiences that are most meaningful to drive business and brand awareness. Every major news wire has distribution options - don't spend for extra lists; rather, make sure your release will be picked up by regional papers, major media news wires and online sections of mainstream press. Second, identify the media audiences that are most relevant (law enforcement publications/defense/manufacturing) and send your releases directly to their editorial staff and/or post releases on the web sites of those outlets.

2. Reaching the right reporters/editors and know what they do - If you're pitching a story, whether for products, executives, corporate milestones, contract wins, etc., identify the journalists that are covering the right beats. Research their stories in advance; build a story that's compelling to their viewers; and make sure your pitch is succinct, relevant and newsworthy. For example, Law Enforcement Technology News will have a different focus than Special Operations Technology or Defense Industry Daily and within each outlet, there are a number of reporters who are assigned various beats and have specific interests. Know what they write about and give them news that is meaningful to their audience.

3. Become a resource - the best way to generate consistent coverage goes beyond press releases. The companies that will garner the most media attention and can get press when needed are those that become "resources" for journalists. Don't always think about what you need. Think about what the reporter needs and help them make their stories better. This ties back to research and knowing your audience. The best PR pros in the business build relationships by providing journalists with information, ideas and topics that can make the reporter/journalist look better!

And remember - keep the pitches brief and compelling. State what it is you're looking for or looking to do from the get-go! Provide information that the journalist will need (don't make them do extra work) and lastly, always deliver on promises.

I'm here as a resource should anyone like to discuss further and thank you for welcoming me to the group!
 
This original article was contributed by Glenn Wiener for our Law Enforcement Equipment Manufacturers group on LinkedIn. Glenn is president of GW Communications in NY, NY. http://www.linkedin.com/pub/glenn-wiener/2/90a/497
 
 

"Prison: The perfect incubator”...for MRSA

The title comes from Maryn McKenna's book "Superbug: The fatal menace of MRSA".

By now, most people have heard of Methicillin-resistant Staphylococcus aureus, aka “MRSA” (pronounced like “Mersa”). Many probably associate it with some kind of infection that old folks get in nursing homes or hospitals. True…but that doesn’t begin to describe the scope or impact of MRSA. According to a study published in the Journal of the American Medical Association, in the US alone, MRSA claimed 18,650 lives in 2005; that's >2000 more than AIDS. Among the victims were children, athletes, and otherwise vibrant/healthy people.

In her new book, Maryn McKenna describes prisons as “the perfect incubator” to spread MRSA. Given the overcrowded nature of jails and prisons, this will not come as a surprise to corrections professionals. In chapter 9 she describes instances of MRSA migrating from inmate to inmate, inmate to Officer, and (confirming any CO's worst fear) from an Officer to his wife.

Tragically, in 2008, CDCR Corrections Officer Alma Zavala died from a MRSA infection. It has been reported that the 12-year veteran likely contracted the infection while working at the Calipatria State Prison. The death of Officer Zavala has helped draw much needed attention to the epidemic in our nation’s prisons and jails.

Today, many DOC’s are working to improve reporting and response to outbreaks. For example, in February the Federal Bureau of Prisons published their 40 page clinical practice guidelines “Management of Methicillin-Resistant Staphylococcus aureus (MRSA) Infections”. Such guides are useful, but ultimately it is crucial that Corrections Officers educate themselves about MRSA and work with administrators to continuously improve infection-prevention protocols. The Superbug book is a good place to get started. It’s a fairly simple read and will provide a solid foundation for further research. Check out http://www.superbugthebook.com/ to see where you can buy a copy.

Below are some basic infection-prevention tips for CO’s:

1) Wash hands frequently and thoroughly with soap and water…especially after a shakedown or pat search.

2) If alcohol-based hand sanitizers are available, take a second to read the instructions to ensure proper use.

3) Cover all exposed skin during cell extractions and decontaminate equipment after each use. Shared equipment has caused infections among football players. CERT teams, transport teams and others that share equipment should develop and enforce decontamination protocols.

4) Take extra precaution with any kind of cut or abrasion. Breaks in the skin provide an entry point for MRSA. Thoroughly clean and bandage even minor wounds.

5) To prevent breaks in the skin, use a good pair of duty gloves to protect against cuts, punctures, and abrasions. Ideally, disposable barrier membrane gloves should be worn over your duty gloves.

6) Be on the lookout for signs of infection among the inmate population. Click here to see what MRSA infection looks like. (Not for the squeamish) If MRSA infection is suspected, contact health care staff immediately.

7) Encourage good hygienic practices with inmates; for their sake and your own. Bathing, laundering, and good housekeeping will go a long way in preventing the spread of MRSA.

Check out the CDC’s website for more information about preventing the spread of MRSA: http://www.cdc.gov/ncidod/dhqp/ar_mrsa_Enviro_Manage.html#21

My first "Facebook" sale - Maybe there's something to this social networking thing...

For a little over a year we've been using Facebook and other social networking media to connect with our customers. Amy Bidder and Dave White have been doing an outstanding job developing and maintaining an integrated social network for corporate communications...but if I'm honest with myself....when the notion of dedicating resources to this activity was discussed, I had a hard time seeing how it would generate revenue.

I understood that "i" technologies and video games do great with this media, but I was trying to imagine police and corrections officers "Like"-ing product pages and checking back often. Paul Blart-types and Airsofters? Sure. But front-line, hard-nosed cops and CO's? I was dubious.

Today I had a nice slice of humble pie after I booked my first pure Facebook (FB) sale. A Patrolman from PA called-in to buy a product after learning about it on FB. "Have you downloaded a sizing form?", I asked. "No, I haven't been to the website", he responded. Huh?

After watching a video (see below) on FB, and reading some information on the blog, he decided he was ready to buy one of our products. This is not to say these Social Networking Sites (SNS) have not influenced other purchasing decisions, but this was my first experience with a purely FB-driven sale.



Evidenced by my activity on LinkedIn and through the new Law Enforcement Equipment Manufacturers group extensions on Twitter , and Facebook, it's clear that I've been converted. This little sale helps validate my faith in Amy & Dave's vision, and has me thinking about the potential of this dynamic new media. Twitter is adding 3 subscribers every second and FB has over 400M users world-wide...200M of which update their pages daily.

I've checked out corporate SNS pages of some of the manufacturers in our industry on FB and elsewhere. It's clear that some are fully-committed to having a strong SNS-presence. For example, Lion Apparel has developed an enviable following on FB, with nearly 4k people that "Like" their page! I'd be interested to hear what others in the law enforcement equipment industry think about this new media and how to create maximum value for your companies and customers.

Cook County Jail to hire 600 new Officers. No…really. 600 new Officers.

The new hires are part of sweeping reforms announced yesterday. The Chicago Sun Times has reported the changes were prompted by a long running Federal investigation into conditions at jail; one of the largest in the country. Cook County houses some of Chicago’s most dangerous offenders and anything that brings in more officers can be viewed as a good thing.

In addition to the new Officers, the reforms will improve the medical services provided to inmates and add more surveillance cameras to the common areas. While it must be difficult to be under Federal scrutiny, the reforms will undoubtedly come as welcome news to the Officers; who have been working hard to maintain security at the facility - despite being undermanned for years.

Hopefully, correctional administrators and legislators around the country will monitor the progress of the changes and consider increasing staff to safe levels. Across the nation Correctional Officers and their advocates warn of the safety and security risks associated with understaffing. Rather than waiting until conditions and safety deteriorate to a level which draws Federal intervention, DOC’s should remember that an ounce of prevention is worth a pound of cure.

I found this story on CorrectionsOne.com. For more details, check out the full story on CorrectionsOne and be sure to tell them who sent you.

Mock Prison Riot

Last week the Mock Prison Riot was held at the decommissioned WV State Penitentiary in Moundsville, WV. In its 14th year, this year's Riot did not disappoint. More than 40 Correctional Emergency Response Teams (CERT) from around the world were in attendance and put on an impressive display of tactical prowess.

If you've never been to a Mock Riot, check out this video (1min) to get a sense for how the "scenarios" go...



Now that's a sensationalized view of what goes on, but having seen it, you know this is not your typical trade show. Over the course of the three-day event, corrections equipment manufacturers have the opportunity to put their technologies into use and observe its operational effectiveness during the "scenarios".

A "Mock Prison Riot" is a good description for what goes on during the scenarios. Volunteers from the local community don orange jumpsuits, ear plugs, and safety goggles before being deployed to create a disturbance at an area within the prison. Upon arrival in the yard, chow hall, or cell block, these mild mannered college students are transformed into (mock) homicidal inmates. A safety officer gives the signal and the riot jumps off. Moments later one of the 40 disturbance control teams storms the area. Clad in full tactical gear, with Pepperball guns blazing and verbal commands barely audible over the flash bangs and boots stomping on the concrete, the teams restore order.

The event organizers have devised a variety of situations to simulate worst-case scenarios that present tactical challenges. The scenarios run the gamut with everything from small-scale, low-light, close-quarters hostage scenarios; to large-scale yard riots in the blazing sun with dozens of inmates run amuck. My personal favorite is Cell Block J-K. When you're trying to make yourself small behind a 4-inch-wide post (as the flash bangs reverberate through your chest and Pepperballs whiz past your head) you know you're not at the ACA Summer Conference anymore.

For corrections equipment manufacturers, this event presents an unequaled opportunity to accelerate the product development cycle; while establishing relationships with the current and future decision makers for front-line equipment. Over the course of the three-day event, technologists field their equipment with several teams and observe their technologies being used in "real-life" tactical assaults...that is...as real-life as it gets, without running the risk of being taken hostage. I know of no other activity which generates product input as quickly and from such a broad base of elite corrections professionals as the Mock Prison Riot.

I'd be remiss if I didn't take just a quick second to say thanks to the folks that work so hard to pull it off every year. They are an incredibly talented group of people whose passion for officer safety is unparalleled.

To Cindy Barone, Mike Lucey, and the rest of the MPR Team,

 Thank you so much for everything you do. You're hard work and dedication is truly appreciated and absolutely has an impact on improving officer safety.

V/R,
John Cronin
http://www.linkedin.com/in/johnwtcronin