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Press Relations & Truck Industry Journalists
Guidance From The Truck Industry Press On How To Make Press Relations More Effective
A 1998 Survey Conducted By The Truck Writers of North America

Material from this survey may be used or reproduced without permission, provided TWNA is given credit.

The survey and its original print publication are presented as a service to the industry by
ArvinMeritor, Freightliner, Ludorf Public Relations and Zajac Communications.

Note: Significant developments in electronic distribution formats have occurred since this survey was originally conducted. A more recent survey, specific to the electronic distribution topic, has found greater acceptance of electronic distribution methods among journalists. The complete details can be found in TWNA's Recommended Practices For Digital File Formats.

CONTENTS

INTRODUCTION

This survey is intended to provide insight and information about what makes for good, effective press relations in the Trucking Industry. It offers advice and suggestions from the truck industry journalists themselves, obtained through a survey conducted of the journalist members of the Truck Writers of North America. The survey was done anonymously so participants would not feel encumbered and could be candid in their responses.

In this survey are the journalists' views on story leads, backgrounders, small group seminars, press releases, press conferences and press events. It also contains their preferences in many areas, including information sources, story ideas, function invitations and press kits. And, reflecting the growing influence of electronics in newsgathering and in communication, this booklet reports on the role that Web sites, e-mail, CD-ROMs and the like play in the journalists' lives today.

TWNA is an organization of professionals who are involved in generating, gathering, writing and reporting news and information about trucks, trucking and the trucking industry. At the time the survey was conducted, TWNA had 81 journalist members -- 56 full-time journalists and 25 freelancers. To best assess the particular needs of each of the two sectors, two versions of the survey were used. Of the total surveys mailed, 55% were returned completed, thereby reflecting the opinions and views of a majority of TWNA's journalist members.

This is the second survey that TWNA has conducted of its journalist members. The first was performed in 1994. The purpose of both has been to provide companies and communicators with guidelines in their dealings with the truck industry press, especially those new to the industry.

We at TWNA hope that the information contained in this survey will be of value to you in developing and maintaining successful and productive relations with the truck industry journalists.

ACKNOWLEDGMENTS

TWNA is most grateful to Ludorf Public Relations, and its president, Carol Ludorf; ArvinMeritor and its director of marketing communications for the Americas, D. Mike Pennington; Freightliner Corporation, and its general manager-corporate relations and communications, Debra K. Nicholson; and Zajac Communications and its account executive, Jennifer Zajac. It was through the generous support of these people and businesses that the survey was conducted and this report distributed to the trucking and media industries.

Ludorf Public Relations, based in Cleveland, Ohio, specializes in marketing communications to the trucking industry. Its principal holds 15 years of experience in serving the communications needs of manufacturers and suppliers to the industry.

ArvinMeritor, headquartered in Troy, Michigan, is a global provider of integrated automotive systems, modules and components for light vehicle, commercial truck, trailer, specialty original equipment manufacturers (OEMs) and related aftermarkets. ArvinMeritor's Commercial Vehicle Systems division is a leading supplier of drivetrain systems and components as original equipment on heavy- and medium-duty commercial trucks, trailers and specialty vehicles.

Freightliner Corporation, headquartered in Portland, OR, is the leading manufacturer of heavy duty trucks in North America. It produces and markets Class 3-8 trucks and is a unit of DaimlerChrysler, the world's largest commercial vehicle manufacturer.

Zajac Communications is an Akron, Ohio-based public relations firm specializing in public relations services for trucking, manufacturing and processing companies. The company supports marketing and product managers, vice presidents of sales and public relations, company presidents and chief executive officers in crisis communications, media relations, marketing strategies and writing services.

Invaluable contributions have been made by TWNA's former president, David A. Kolman, publisher of Truck Sales & Leasing Magazine, and Denise Rondini, managing editor of Successful Dealer and Truck Parts & Service Magazines. TWNA is also grateful to its former secretary-treasurer, freelance truck editor Bob Deierlein; Frank Conte, technical editor with Telematrix; and Trudy Schumacher, Public Affairs Coordinator, Freightliner Corporation, for their efforts.

Most important, TWNA wants to express its profound gratitude to each of the Full Members who made the time and effort to return completed surveys. For without them, this survey could not have been accomplished.



WHO DO THE TRUCK INDUSTRY JOURNALISTS WRITE FOR?

The truck industry journalists serve a wider audience and through more communications channels than you might think.

About one-fourth of the survey respondents who are freelance journalists (30% of TWNA's journalist members) contribute articles only to truck trade magazines. Another fourth do not pen for truck trade publications at all. Rather, they cover the truck industry for business publications, for trade magazines serving industries in which trucks are employed and for truck radio programs.

The other half of the freelance respondents are not only contributors to the truck trade magazines, but also to truck-oriented newsletters, Internet-only truck "magazines," more non-truck trade magazines, a TV truck program and a national newspaper.

Among the survey respondents who are full-time truck trade magazine editors (70% of TWNA's journalist members), close to two-thirds are also writing for their magazines' Web sites, and about one-fifth for their magazines' newsletters. Almost all of the magazine editor respondents (91%) determine the content direction of their writings.

WHAT ABOUT THOSE TRUCK MAGAZINE WEB SITES?
Almost all (90%) of the survey respondents who are full-time truck trade magazine editors reported that their organizations have Web sites on the Internet Further, 70% of the respondents said the sites contain material not appearing in any other of their organizations' media. Here is a sampling of what they recounted as exclusive to their "www.coms:" hot, breaking news; new product coverage or more extensive product coverage than in printed publications; supplier technical bulletins; white papers generated by their organizations; message boards for visitors; background facts on the industry; glossary of truck terms; data bases; market information.

Three-fourths (75%) of the respondents from organizations with Internet sites said they employ Web masters. According to these respondents, most of the Web masters (93%) receive direction from others on the editorial content, but do the production themselves (73%), or have others executing the technical work (20%). A little over half of the Web masters (53%) are housed in the same offices or buildings as the magazines' editorial and publishing staffs, with just under half (47%) located elsewhere.

Knowing of the existence and the whereabouts of webmasters can come in handy if you are considering submitting multimedia materials for the magazines' Web sites, since half of the editor respondents did not know if such materials were accepted or in what form.


WHAT IS THE JOURNALISTS' DEFINITION OF A GOOD IDEA FOR AN ARTICLE, COLUMN OR PROGRAM?

Here is what the survey respondents said about what constitutes a good idea:

* "Something that shows our readers how to operate their businesses better or more efficiently."

* "One that will provide readers with insights and information that will contribute to their success as professional truckers."

* "A fresh look at a topic that fits into our editorial calendar."

* "One that will help our readers increase their productivity, lower their maintenance costs, or improve their profitability."

* "A new, fresh informative slant. Something my readers will want to read, and something that will tell them something they didn't know before."


WHERE DO THE JOURNALISTS GET THEIR STORY IDEAS?

Equipment owners are the most frequent sources of story ideas for all of the journalists who participated in the survey. Additionally, fellow staffers are the idea sparkers for almost two-thirds of the magazine editor respondents. On the other hand, the freelancer journalists replying to the questionnaire only occasionally get their ideas from the media for which they write.

Industry association personnel, company officials and department heads, press releases from truck manufacturers and component or service suppliers and truck, body and equipment dealers and distributors are also occasional idea sources for all of the respondents. However, they rarely got their ideas from the Web sites of companies involved in the industry.

The magazine editor respondents more often find government regulations or activities and submitted suggestions from manufacturers and suppliers to be story generators than the freelance journalists. In turn, manufacturer/supplier press conferences, industry events and shows, and news wires hold more story idea potential for the freelancers than those writing full-time for an organization.


HOW DO THE JOURNALISTS PREFER TO WORK WITH SOURCES?

About two-thirds of all survey participants most prefer to obtain information over the phone (not surprising when never-ending deadlines are considered). In-person interviews are also favored; but, of course, they are a function of time, travel and opportunity.

Least preferred by over half of the magazine editor respondents is the use of e-mail and fax as information transmission tools. The freelance journalists are a little less adverse to e-mail and fax, with only about one-third of these respondents not caring for their use in obtaining materials from sources.

HOW RESPONSIVE ARE THE SOURCES TO INFORMATION INQUIRIES?
The degree of responsiveness depends on who the sources are.

Public relations personnel were judged to be the most responsive to information requests by three-fourths of all survey participants. Those in sales and marketing were also very helpful, according to 61% of the respondents.

Senior executives, engineers, trainers and service/maintenance personnel respond occasionally, said the truck industry journalists. Freelance journalists seem to have more luck with those in distribution than magazine editors.

ARE BACKGROUNDERS OF VALUE?
Backgrounders are of value to the truck industry journalists. Just how useful depends on what type of journalist you ask.

Half of the freelance respondents usually found backgrounders and white papers of value because such reference material, as they explained: "results in more accurate, in-depth reporting," "often leads to other sources" or "provides technical details on which to base advice to readers."

On the other hand, half of the organizational editors participating in the survey found these write-ups to be helpful only some of the time. Their reasons: "Depends on the topic." "Depends on the content." "They're usually very dry, and often biased." Yet, as one magazine editor pointed out: "If they contain quality information, not just fluff, they're valuable."

ARE SMALL GROUP SEMINARS WORTHWHILE?
There is more agreement on the benefit of small group seminars. Of the respondents, 50% of the magazine editors and 57% of the freelance journalists found manufacturer- or supplier-sponsored seminars to be valuable from time to time. Again, the subject and the content are the determining factors.

ARE LEADS ON OWNERS OR USERS OF EQUIPMENT OR SERVICES USEFUL?
Survey respondents, both magazine editors and freelance journalists, were split on the value of owner or user leads when they are submitted to them by companies. About half considered such leads to usually be worthwhile, because, as one journalist put it: "They provide confirmation on how it really worked and/or affected an operation."

Yet, about half of the respondents found the leads to be of value only some of the time. A journalist succinctly explained why: "Puff piece on equipment or service sold to a fleet = no. Innovative use of that equipment or service by a fleet = yes."


HOW DO THE JOURNALISTS PREFER TO RECEIVE:

OWNER OR USER LEADS?
By regular mail. That is the preference of three-fourths of the survey respondents.

BACKGROUNDERS AND WHITE PAPERS?
The preference is also regular mail.

STORY IDEAS?
Regular mail remains the preference.

PRESS RELEASES?
Here again, the preference is regular mail.


DO THE JOURNALISTS USE THE INTERNET AS AN INFORMATION SOURCE?

Over 80% of survey respondents go on-line for information. How often they use the Internet was almost equally divided into daily, a few times a week and a few times a month.

The Web sites of manufacturers and suppliers to the industry and those of industry associations are the top two types of sites tapped into for information, each by 75+% of the respondents. These same respondents commonly use search engines. On-line publications and on-line news services are also frequented, both by 44% of the surveyed journalists.

WHAT TYPE OF INFORMATION IS MOST USEFUL AT COMPANY OR ASSOCIATION WEB SITES?
Press releases were considered the most useful Web site information by almost 90% of the respondents. Next came news contacts, reference material, such as backgrounders and white papers, and detailed product or service data, including features and specifications. About half of all respondents also consider detailed service and/or maintenance information and technical data, such as troubleshooting guidelines and tech tips, as being beneficial.

Company or organizational profiles were more appreciated by the freelance journalists than by the magazine editors. All the respondents, however, had little use for executive biographies, financial information or breakouts of sales regions and contacts.

WHAT ABOUT WEB SITE FEATURES THAT ARE MOST USEFUL?
Chosen as the most useful by 83% of all the survey respondents was an internal search engine at a Web site. A site map and a listing of key company or organization personnel, complete with direct e-mail links, are next, according to 73% of the freelance journalists and 50% of the magazine writers who replied to the questionnaire. Downloading and hyperlinks to other sites are also liked by about half of each respondent group. However, of little use to all are video, audio and digital animation.


WHAT IS THE JOURNALISTS' DEFINITION OF NEWS?

Here is what the truck industry journalists had to say about what is news:

* "A significant, recent development affecting our industry."

* "Any non-sales focused material, not previously published, and of interest to my readers."

* "Something fresh - not a refurbished or 'new and improved' product or service."

* "A solid contribution to our industry made by a major entity. Or, a major change in the way someone does business."

* "New technology, products, type of service, or decisions or developments - any and all of which affect the trucking industry."

* "Like bad writing, I know it when I see it. It has immediacy and relevance."


DO THE JOURNALISTS THINK THERE IS NEWS IN THE PRESS RELEASES THEY RECEIVE?

The general agreement of almost two-thirds of the respondents is that news is "sometimes" contained in press releases. As to the reasons for their qualified response:

* "Often, the releases try to make news out of outdated or minor events."

* "Too many deal with the internal operations of companies."

* "Too many are written with the boss/client in mind, not the reader/viewer."

* "If it's news to me, it's news. But, that doesn't always make it worth reporting. Releases have to contain news that makes a difference to or will affect end users to make it in the magazine."

* "So much that I receive is off-target for my magazine."

* "I used to have a 30-gallon trash can next to my desk for all the useless press releases I received."


HOW DO THE JOURNALISTS FEEL ABOUT THE NEWSWORTHINESS OF PRESS CONFERENCES?

Magazine editors and freelance journalists vary in their opinions on the news value of press conferences that they attend.

Almost two-thirds of the magazine editors participating in the survey usually depart press conferences with reportable news. As one editor pointed out: "Our industry's OEMs and other suppliers have been introducing significant new products for some time."

Conversely, the newsworthiness of press conferences was a sometime-thing, according to almost two-thirds of the freelancers. As to what is behind this view, here is one freelancer's comment: "Some conferences are almost pure advertising with no value news-wise." Another said: "Too many are about self-flattery by the organizations concerned." One freelancer said he knows how to avoid such conferences: "I generally attend only those I know will be of interest."


DO THE JOURNALISTS SEE A DIFFERENCE BETWEEN A PRESS CONFERENCE AND A PRESS EVENT?

About 70% of all respondents believe there is a difference between a press event and a press conference. From past attendance, the truck industry journalists have arrived at specific distinctions between the two:

* "News and no news."

* "A press conference contains news. A press event can be educational or social."

* "From a press conference, you leave with information and answers to questions, which is not the case with a press event."

* "Press events include ride-and-drives, tours, and industry updates."

* "Press events are held to communicate background on a company and/or its products or services."

* "At a press conference, there's a press kit. At a press event, there's a salesperson."


WHERE SHOULD A PRESS CONFERENCE BE HELD?

There are a lot of choices as to where to hold a press conference. The survey sought the truck industry journalists' opinions on three of the more common venues: At an industry event, such as a trade show, or convention; At a company facility; Or in conjunction with another company meeting, perhaps with its dealers or distributors, its customers or its sales force.

As it turns out, the respondents were divided with some preferring that a press conference be held at an industry event, while others favor a company facility. Ranking lower in preference among most of the respondents was the option of holding a press conference in conjunction with another company meeting; yet, there are some journalists who find this venue much to their liking.

With such a diversity in preference, it is best to answer the question - where should a press conference be held - by providing the respondents' pros and cons for each of the site alternatives.

Industry Event

* "We'll be there anyway."

* "Easy to get all of us at once."

* "Convenience."

* "Shows are too busy."

* "The massive flow of information soon becomes a blur."

Company Facility

* "Assuming the conference is about the introduction of a significant new product, there's more to see and more time in which to see it."

* "There's time and access to do a good job."

* "There's usually more information conveyed, and a greater likelihood of hands-on experience."

* "It's too hard for a company to gather a good representation of the press."

* "Everyone has to make a special trip."

In Conjunction With Another Company Meeting

* "It often gives us more opportunity to develop additional story leads."

* "We get other people's reactions to the event."

* "Presenters have too many audience needs to satisfy."

* "The press is usually an adjunct or sidelight to the main purpose."


HOW FAR IN ADVANCE SHOULD AN INVITATION BE SENT?

The consensus of survey participants is that invitations for press functions ought to be sent at least a month in advance; one-and-a-half months is better and two months is best. As respondents reported, this amount of time allows them the opportunity to plan their workload in order to meet their deadlines. With advance planning, it's possible for the event hosts or publishers to take advantage of "super-saver" travel packages, particularly important nowadays, as cost control has become a vital concern.

HOW SHOULD THE INVITE BE SENT?
By regular mail. That is the preference of three-fourths of the survey respondents, though fax is acceptable. As to sending an invitation by e-mail, some respondents said that is okay, while others said it was their least favored means for notification.

WHAT SHOULD AN INVITATION CONTAIN?
With one voice, the respondents asked that press conference invitations include:

* Date, place, time and length of the event.

* Purpose/objective of the conference.

* Information planned for presentations - unless, of course, there is an embargo, which, in turn, needs to be so stated.

* If necessary, whether air and ground transportation will be provided or arranged.

* If necessary, whether overnight accommodations will be provided or arranged.

* Method for RSVP'ing.

* Contact name for further information, along with the individual's phone and fax numbers. The contact's e-mail address would also be appreciated by 70% of the respondents.

* Finally, a significant number of the respondents would like to know if there will be photo opportunities at the conference.


WHEN PLANNING A PRESS CONFERENCE, SHOULD TIME BE SET ASIDE FOR:

PRIVATE DISCUSSIONS WITH COMPANY OFFICIALS?
Private time for visits with company personnel is welcomed by 78% of the magazine editors and 68% of the freelance journalists who replied to the survey.

Why such exclusive time is desired is best explained by one journalist's comment: "Each publication takes a slightly different position, so it's helpful for us to have time to ask questions that are of interest to our particular readers."

PLANT TOURS?
Over 70% of the freelancers responding to the survey found a plant tour as part of a press conference is worthwhile for the following reasons:

* "Knowing exactly how something is made makes for a more informative article."

* "I get ideas for other stories from plant tours."

On the other hand, 45% of the magazine editors surveyed do not care for plant tours, because:

* "There's no news there for readers."

* "They're too long and boring."

* "Readers don't care about how something is made."

Given this diverse interest in plant tours among the journalists, the best course of action may be to follow the advice of a number of the respondents: make them optionally available - at the individual press member's choice.


SHOULD A PRESS KIT BE PREPARED FOR PRESS CONFERENCES?

All but one of the respondents said press kits need to be furnished at press conferences. Among the reasons why:

* "A press kit is a good way to ensure that we get all of the information."

* "I can use the kit as well as distribute it to other staff members not attending."

* Press kits help us keep the facts straight."

WHAT SHOULD A PRESS KIT CONTAIN?
As per the respondents, "musts" for press kits include:

* News release(s) covering the purpose of the press conference.

* Photos, illustrations or other reproducible visuals.

* List of the presenters with their titles.

* Texts of the presentations.

* Key contact names with titles, and their phone numbers.

Two-thirds of the respondents would also like fax numbers and e-mail addresses of key contacts. Literature that is appropriate to the purpose of the press conference is also sought by three-fourths of all respondents.

The inclusion of a company backgrounder is particularly favored by the freelance journalists. As to biographies of the presenters or a release or two on the literature, respondents in both groups prefer that these be left out of the press kit.

WHAT ARE THE PREFERENCES IN THE AREA OF VISUALS?
Almost all of the respondents prefer the visuals to be four color (though black-and-white remains acceptable) in the form of transparencies or slides. Electronic images on a disk or CD-ROM are more favored by the editorial members of publishing organizations than by freelance journalists. But, once popular prints have become passe to many of the journalists, both to magazine editors and freelancers alike.

WHAT ABOUT ELECTRONIC CONVERSION OF THE PRESS KIT'S CONTENTS?
Interestingly, half of all respondents continue to prefer press kits in hard-copy-only form. As to electronic conversion, though, the survey did not uncover any dominating trend. Inclusion of a disk is favored by half of the magazine editor respondents, while a third would like a CD-ROM. Among the freelance respondents, a little more than a third prefer a disk, a little less than a third a CD-ROM.

Of both groups, however, the least preferred is a press kit comprised only of a CD-ROM or a disk without hard copy. What is the best format for those who wish disks or CD-ROMs? Here again, no definitive choices, although ascii text is the most appropriate.

WHEN SHOULD THE PRESS KIT BE DISTRIBUTED?
The time to distribute press kits is before the press conference starts. So said 90% of the magazine editors, and 71% of the freelance journalists who participated in the survey. The following responses best summarize the reasons why:

* "I get a sense of the material beforehand, which reinforces the presentations. I can also formulate more intelligent questions."

* "Getting the kit before the conference helps me better understand the details in the presentations."

* "During the presentations, I can write notes next to specific items in the kit, which makes things a lot clearer and organized when I go to write it up."

 

DO THE TRUCK INDUSTRY JOURNALISTS HAVE ANY COMPLAINTS ABOUT PRESS CONFERENCES?

Yes, the truck industry journalists do have gripes about press conferences. Here are the comments that best capture most of their complaints:


* "One: the product or service may not be truly new. Two: the product or service may be unimportant to my readers. And, three: the presentations are too long."

* "Press conferences contain too many enthusiastic remarks and cliches. Just tell us what the product does and how it works. The facts will speak for themselves."

* "Anybody delivering a presentation should be a trained and accomplished public speaker. Shouting into the mic, unconsciously pounding on the podium, reading the speech, stopping for a slide change, and many other presentation sins get really annoying, particularly when they're repeated conference after conference."

* "Too much time scheduled for activities, which results in wasted time."


WHAT MAKES FOR A SUCCESSFUL PRESS CONFERENCE?

Asked what makes for a successful press conference the survey participants responded:


* "A true news story explained with clarity and brevity, backed by solid numbers and other information to prove or validate the claims made."

* "An interesting topic, capable presenters, effective visual aids, a thorough press kit, and enough time for the topic, but without padding to fit a time slot."

* "A comfortable atmosphere with good lighting, good temperature, and good food; and a newsworthy subject, reinforced with a demonstration or customer experience."


WHAT CAN BE DONE TO BETTER AID JOURNALISTS IN ADDRESSING THEIR AUDIENCES?

Here is some advice from the truck industry journalists on what can be done to help them to their job better:

* "Respond to our needs as expressed in this survey!"

* "Know the editorial formats of the various publications, and submit material accordingly."

* "Return our calls. Honor our deadlines. Put us in contact with people who are able and willing to answer our questions."

* "Use our editorial calendars as guides in submitting story ideas two to three months in advance of the issues. Keep in touch. Provide feedback."

* "Read our publications. Understand our readers and what they want."

* "Spend some time learning about the different audiences of the publications serving the industry."

* "Actually understand who our readers are!"


ADDITIONAL SUGGESTIONS FOR MORE EFFECTIVE PRESS FUNCTIONS

1. Have attendees sign in prior to the event. This provides a written record of who actually attended.

2. Distribute nametags to attendees upon registration.

3. All company personnel should have nametags, which include their title and position.

4. Make artwork -- other than what is included in the press kits -- available. This allows publications the opportunity to run different photos with their articles.

5. Make certain the function room is large enough to accommodate the audience expected, and that it has proper acoustics, light and climate control. Are there comfortable chairs? Is the room away from distracting noises? Etc.

6. If audiovisual aids are to be used, keep in mind that the fundamentals make the difference. Can the room be darkened adequately? Can the visuals be seen by all? Will the heads of your audience cast shadows on the screen? Can late arrivals take seats without walking in front of the screen (or speaker)?

7. The material presented should be of interest to the audience as a whole. If it gets too specialized in one area or another, there is the risk of losing the attention of a majority. Specifics and particulars can be brought out during a question-and-answer period. Or, if material is especially applicable to certain publications, have those editors meet with officials after the main meeting.

8. If there is a question-and answer session, there needs to be a moderator. He can repeat each question so all in the audience can hear, as well as direct the question to the appropriate company representative.

 


 
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