Extreme
Media Relations
Makeover
Dr. Karen Russell’s
WOM Communication Class
UGA 02.12.08

terms, stories and
trends
dirty little secrets
pitch lifecycle
what makes a pitch
bad?
how do we improve
pitches?
extreme makeover

pitch: any form of
communication
with the media
designed to get
media coverage
pitches: not just for baseball

andrew

25-45% news
25% pr
30-50% ads
media anatomy

communication channels are increasing

Issues & Trends
media is fragmenting

news is changing dramatically

news cycle is expanding

the dirty little secret

the ugly truth

“Rules are for the obedience of
fools,
and the guidance of wise men.”
-- David Ogilvy

getting started: know it all

before the pitch
Is your story newsworthy?
“Who cares?”
The pitch planner:
Key points to make
Outlines process
Sets expectations

the pitch
Make the pitch
Wait
Follow-up with value

contact: now the work begins
Reporter responds
Learn key facts
Outline next steps

briefing: pre-interview
Identify best source
Create briefing document
Set up pre- and post-
interview time

before the interview
media training?
• speak in
soundbites
• focus on
likability/credibility
• be confident
• listen carefully
• bridge to key
messages
practice. a lot

the interview
your role in the
interview
guiding reporter and
interviewee
post-interview
briefing
reporter follow-up

article appears

pitch: any form of
communication
with the media
designed to get
media coverage
pitches: not just for baseball

a news release
is NOT a pitch!
what makes a pitch bad?

e-mail is
not a

e-mail is an appetizer

Subject: Celeb Staff Mag Hires MAYO To Promote Cover Story
Kevin, In Feb. the Celeb Mag cover story will be celebrity foundations raising money for Katrina. If you know any good ones
please send them along.
Orange County Power Couple Mindy and Glenn Stearns To Be Profiled in Cover Story of Home Issue of Celeb Staff Magazine In
October
The Stearns Cinderella cover story is featured along with Kitchen Trends, Custom Wine Cellars and a poll asking \"Am I Too Sexy
To Work At Your Estate.“
Beverly Hills, CA — \"The rags to riches, American-entrepreneur success story\" of Glenn and Mindy Stearns, of Orange County,
that was featured on the Oprah Winfrey Show, comes to life in a cover story of the October issue of Celeb Staff Magazine
(www.celebstaff.com). The Cinderella story of Mindy Burbano Stearns began when she was discovered by Oprah Winfrey while
making animal calls as an audience member. The KTLA-TV Ch. 5 Anchor found her true calling in the entertainment industry,
leaving what she thought was a lifetime career as a dental hygienist.
Glenn Stearns grew up in the Maryland Projects and failed the fourth grade, but later finished college, became a loan officer in
real estate, started his own companies and later owned 20. His luck changed when he first set foot in Orange County and
became fascinated with the mansions that lined the coast.
Stearns started his own Mortgage Company and the rest is the \"riches, American entrepreneur\" part of the story featured in the
October issue of Celeb Staff Magazine available in two weeks. In this exclusive, cover story, Celeb Staff showcases the Stearns'
storybook lives, and how they define wealth beyond material terms, with style, zest, altruism, family values and fun. The article
provides an entertaining example of a glamorous couple balancing many personal and public priorities in the most satisfying
way. The Stearns have indeed dedicated a greater part of their lives to helping disadvantaged youths reach their full potential
through the Stearns Family Charitable Foundation (www.glennandmindy.com).
Celeb Staff Magazine has discovered in its extensive coverage of managing mansions and luxury estates that relationships
among employers and their domestic staff can be very complex. Issues in letters to the editors prompted follow-up coverage.
Now, Celeb Staff features a poll, which is also going to be posted online at www.celebstaff.com asking the question that begs an
answer from readers. The October issue poll question asks, \"Am I too sexy to work for you?\" The last issue poll question was
also controversial and read, \"Should household staff be permitted to take home leftovers or surplus provisions?\" It allows readers
to vote. The results of that poll will be published in the October issue.
The home issue of Celeb Staff Magazine also spotlights the latest in kitchen design and trends. Readers will have the opportunity
to learn about the exciting possibilities that will satisfy the most refined requirement whether one's taste runs to contemporary or
traditional.
what makes a pitch bad?

1) what’s the
story?
2) prove it
3) call to action
the 3 ¶ pitch

[PROFNET] Retail Experience
Gwen: While we deal with national and regional specialty
retailers like OfficeMax, Disney, Tweeter Home
Entertainment and LensCrafters, they’ve all created
experiences in their stores.
If you're interested in getting an industry perspective on why
an experience is becoming so important in retail, even at the
independent level, let me know. I'd be happy to connect you
with one of our vice presidents of design here at FRCH
Design Worldwide.
Let me know if you are looking for this informed perspective.
Thanks.
the pitch

redefine content

picture =

what’s your thing?

Subject: [B2 Blog]: Office supplies can be fun?
Erick - Who really wants to buy an Easy Button?** OfficeMax just
unveiled a new store with something customers can really appreciate—a
store that takes the yawn out of stocking up on office supplies. URL
My firm helped design the store, including the brightly colored bulk bins
that will remind customers of shopping for penny candy. They can scoop
up basics such as paper clips, pens and rubber bands. The bulk bins
make it possible for customers to purchase only as much as they need.
OfficeMax provides a box to carry the supplies. Whatever they fit into the
box they can take home for one price. They can buy all blue supplies or
buy all pens...whatever floats their boat.
The store is custom-tailored to small business and home office types and
better aligns itself with its advertising. You need to see the bins to
appreciate it. Let me know if you're interested and I'll send them along. It
might make a nice visual for B2Day? Thanks.
** URL
the pitch

“it’s all
about
the visuals”

how do we
improve

who died? let’s pitch the client!

source filing

less is so much more

National
ws
Ne
g
Bi
Trade/Niche
ws
Ne
sic
Ba
le
Fi
Local/Internal c e
ur
So
First Month Sixth Month
work smart, pitch smart

the secret to success

the alternative?

contact:
prblog@yahoo.com
prblog.typepad.co
m
badrelease.com