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Bad Pitch Paradox

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Presentation by Kevin Dugan, Empower Media Marketing and co-author of the Bad Pitch Blog on the art of blogger relations. This presentation was given as the keynote speech at a Central Ohio PRSA ...

Presentation by Kevin Dugan, Empower Media Marketing and co-author of the Bad Pitch Blog on the art of blogger relations. This presentation was given as the keynote speech at a Central Ohio PRSA blogger relations event on Sept 19, 2010.

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    Bad Pitch Paradox Bad Pitch Paradox Presentation Transcript

    • Central Ohio PRSABad Pitch paradox @prblog | #COPRSA | 09.16.10
    • Elevator Speech >140 Characters» Blogger outreach is best if it takes more of a community vs. a media approach #COPRSA Blogger Relations Community Media Relations Relations @prblog | #COPRSA | 09.16.10
    • Bad Pitch Paradox» Elevator Speech» Ohio: The 2.0 Heart of it All» The Worst Bad Pitches» PR in a World of Paradox» Community/Media Mashup» Call to Action @prblog | #COPRSA | 09.16.10
    • Shout OutOhio: The 2.0 Heart of it All @prblog | #COPRSA | 09.16.10
    • Ohio: The 2.0 Heart of it All» Let’s hear it for Ohio! @prblog | #COPRSA | 09.16.10
    • No one in this room will be outed.The Worst Bad Pitches @prblog | #COPRSA | 09.16.10
    • The Worst Bad Pitches @prblog | #COPRSA | 09.16.10
    • The Worst Bad Pitches» PORN (ew) The Fleshdrive Brings Movies in the Palm of Your Hand» IN-DUH-STRY Press Release Distribution Company PRNewsChannel Embraces AP style Guidelines» GIRLFRIEND? 5 Best Places to Find the Guy of Your Dreams» DEAD ISSUE Who Died Today? New Website Makes Sure You’re Always in the Know @prblog | #COPRSA | 09.16.10
    • The Worst Bad Pitches» The Debbie Does Data Pitch» “Meanwhile, Tropical Storm Debbie is Going to F*** The East Coast’s Brains Out” @prblog | #COPRSA | 09.16.10
    • The Worst Bad Pitches» SOURCES: BusinessWeek, New York Times, MTV and local news in markets nationwide to HARO, PR Newser and Shel Holtz.» SINNERS: PBS, Extra TV, Library of Congress and large, multinational communications holding companies (high-priced competitors that should know better). @prblog | #COPRSA | 09.16.10
    • Important Things to RememberPR in a World of Paradox @prblog | #COPRSA | 09.16.10
    • PR in a World of Paradox Person Technology One to One One to Many Hand Shake Push Button Organic Instant 401-(k)/ Long Tail Lottery/ Viral Commitment Campaign @prblog | #COPRSA | 09.16.10
    • PR in a World of Paradox Media Blogger Career Passion Delineation between Often one person is editor ad team and ad team Deadline Driven Competes for Time Short News Cycle Longer News Cycle @prblog | #COPRSA | 09.16.10
    • PR in a World of Paradox Audience Action Outcome Media Broadcast Message Waste Pitch for Transaction Coverage Publish Readership Consumes @prblog | #COPRSA | 09.16.10
    • PR in a World of Paradox Audience Action Outcome Bloggers Target Less Waste Pitch for Multiple Transactions Relationship Syndicate Author/ Readership Promotes, Creates Content @prblog | #COPRSA | 09.16.10
    • PR in a World of Paradox» Consumer Trust Real Friends & Virtual Strangers the Most • 90% Trust Recommendations from Friends • 70% Trust Recommendations Online from Consumers • 69% Trust Editorial Coverage • Nielsen Company -- 7.7.09 @prblog | #COPRSA | 09.16.10
    • Private Label LaunchCommunity/Media Mashup @prblog | #COPRSA | 09.16.10
    • Community/Media Mashup» Making Meijer Gold • Private Label • High-End ingredients at low cost • Budget required search, word of mouth to help w/ awareness @prblog | #COPRSA | 09.16.10
    • Community/Media Mashup» Making Meijer Gold More Likely to… % U.S. Female Internet Users • Shopping behavior Look for product in 57% after reading blog store review supported View product 53% strategy; needed favorably while blogs in certain shopping geography Purchase product 48% Choose product/ 49% brand over another @prblog | #COPRSA | 09.16.10
    • Community/Media Mashup» Targeted 40 key foodie and Mom bloggers to increase conversation around Meijer Gold products to encourage trial» We leveraged existing blogger relationships» Targeted syndicated bloggers as content is posted to multiple sites, increasing reach and search impact @prblog | #COPRSA | 09.16.10
    • Community/Media Mashup» Push-Button Syndication @prblog | #COPRSA | 09.16.10
    • Community/Media Mashup» Sponsored Twitter Event: Foodie’s Night In @prblog | #COPRSA | 09.16.10
    • Community/Media Mashup» Outreach inspired bloggers to create recipes with the products» Fully-enforced disclosure around receipt of product @prblog | #COPRSA | 09.16.10
    • Community/Media Mashup» Products included in Mother’s Day Gift Guides; used for reader giveaways @prblog | #COPRSA | 09.16.10
    • Community/Media Mashup» Earned media fueled owned media conversations @prblog | #COPRSA | 09.16.10
    • Community/Media Mashup» Results • 40 Blogs Targeted, Generating 12 Posts • 11.3 Million Impressions • Twitter Conversation (850 tweets) Helped Store Launch • Organic Search Impacted @prblog | #COPRSA | 09.16.10
    • This is all wind without applying it.Call to Action @prblog | #COPRSA | 09.16.10
    • Call to Action» Change Something» Participate» Consider how bloggers and media complement each other vs. simply being MORE coverage» Consider earned, owned and paid media as well as social implications @prblog | #COPRSA | 09.16.10
    • Call to Action» Blow Up Your Pitch: From Speed Dating to Long Distance Dating» Create & Account for Fluid, Shareable Content» Revisit outreach timeframe and budget» Get Comfortable Learning New Things @prblog | #COPRSA | 09.16.10
    • Call to Action» Be Smart, Not Afraid» B e Yourself, Not Your Brand/Client» Look/Listen/Participate/Engage: Not always linear» Ask Questions: Cause this is my last point. @prblog | #COPRSA | 09.16.10
    • Thank Youbit.ly/coprsaparadox @prblog | #COPRSA | 09.16.10
    • Central Ohio PRSABad Pitch paradox @prblog | #COPRSA | 09.16.10