Unlocking the Power of Publicity


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Unlock the Power of Publicity

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Unlocking the Power of Publicity

  1. 1. Unlocking the Power of Publicity 6120 W. Bell Road Suite 100 Glendale, AZ 85308 602.374.4923 [email_address] MarketingwithaFlair.com
  2. 2. <ul><li>Agenda </li></ul><ul><li>Why are we here today? </li></ul><ul><li>To learn how to get free advertising. </li></ul><ul><li>You will discover how to… </li></ul><ul><li>Think beyond advertising </li></ul><ul><li>Avoid common PR pitfalls </li></ul><ul><li>Get the right story to the right people </li></ul><ul><li>Turn good publicity into great publicity </li></ul>
  3. 3. <ul><li>Free doesn’t mean easy </li></ul><ul><li>Focused efforts will pay off </li></ul><ul><li>Effective PR takes preparation </li></ul>The Real Name of Today’s Presentation PR Is Not for Sissies
  4. 4. Beyond Advertising <ul><li>When I say MARKETING what do you think of? </li></ul><ul><ul><li>Most business owners say advertising </li></ul></ul><ul><ul><li>The two words are not interchangeable </li></ul></ul><ul><li>Marketing Is the Bigger Picture – the Four Ps </li></ul><ul><ul><li>Product or Service S Price </li></ul></ul><ul><ul><li>Placement or distribution S Promotion </li></ul></ul>
  5. 5. Advertising <ul><li>Paid advertising </li></ul><ul><ul><li>You have control. </li></ul></ul><ul><ul><li>You are charged. </li></ul></ul><ul><li>Unpaid advertising – publicity </li></ul><ul><ul><li>Story ideas submitted to media representatives or online services </li></ul></ul><ul><ul><li>No control over key messages </li></ul></ul><ul><ul><li>No financial exchange for air, </li></ul></ul><ul><ul><li>No guarantee of coverage </li></ul></ul>
  6. 6. The Power of Publicity <ul><li>Publicity will help you… </li></ul><ul><ul><li>Grow your business by increasing your awareness and visibility </li></ul></ul><ul><ul><li>Generate more leads </li></ul></ul><ul><ul><li>Increase interest in your business </li></ul></ul><ul><ul><li>Build credibility </li></ul></ul><ul><ul><li>Increase client loyalty </li></ul></ul><ul><ul><li>Assist in recruiting </li></ul></ul>
  7. 7. Publicity – So You Think you have a great story idea? <ul><li>How to identify a newsworthy story? </li></ul><ul><ul><li>Why do I care about this story? </li></ul></ul><ul><ul><li>Why should anybody else care? </li></ul></ul><ul><li>Assess the relevance of your story or topic </li></ul><ul><li>Look for the local angle to your story idea </li></ul><ul><li>What was the BIG topic last week? </li></ul><ul><ul><li>Name a few stories you saw. </li></ul></ul><ul><ul><li>List a few other story ideas the media could have included? </li></ul></ul>
  8. 8. All News Stories Contain at Least One of the Following: <ul><li>Timeliness </li></ul><ul><li>Confidentiality </li></ul><ul><li>Novelty </li></ul><ul><li>Romance </li></ul><ul><li>Well-known people </li></ul><ul><li>Sex </li></ul><ul><li>Public interest </li></ul><ul><li>Future </li></ul><ul><li>Conflict </li></ul><ul><li>Money </li></ul><ul><li>Tragedy </li></ul><ul><li>Human interest </li></ul><ul><li>Humor </li></ul><ul><li>Animals </li></ul>
  9. 9. Your Turn… <ul><li>Write down three potential story ideas . </li></ul><ul><li>Before you do ask yourself… </li></ul><ul><ul><li>Why do I care about this story? </li></ul></ul><ul><ul><li>Why should anybody else care? </li></ul></ul>
  10. 10. Identifying a Newsworthy Story <ul><li>Does your story idea… </li></ul><ul><li>Interest others or just you? </li></ul><ul><li>Is it timely or does it piggy back on a national or local issue? </li></ul><ul><li>Involve a new product or service? </li></ul><ul><li>Contain unusual or funny components? </li></ul><ul><li>Include information that would be important to lots of people? </li></ul><ul><li>Contain unique product or service information? </li></ul>
  11. 11. Preparing information for the media. <ul><li>Now that you have identified a newsworthy story, it’s time to determine how to interact with the media: </li></ul><ul><ul><ul><li>Press release </li></ul></ul></ul><ul><ul><ul><li>Media Advisory – typically for events </li></ul></ul></ul><ul><ul><ul><li>Social Websites </li></ul></ul></ul><ul><ul><ul><li>Inbound Marketing </li></ul></ul></ul><ul><ul><ul><li>Optimizations – distribute based on keywords </li></ul></ul></ul>
  12. 12. Social Media <ul><li>Social Websites (aka Web 2.0) </li></ul><ul><li>The social Web of consumer-generated content and mass collaboration is an integral and powerful part of our lives and how we influence others. </li></ul>
  13. 13. Press Releases <ul><li>Press release tips… </li></ul><ul><ul><li>All Upper Case Characters - Never submit a press release in all upper case characters </li></ul></ul><ul><ul><li>Grammatical Errors - Proof read, edit and reproof your press release </li></ul></ul><ul><ul><li>Lack of Content - About 10% of all press release are rejected for lack of content </li></ul></ul>
  14. 14. Press Releases <ul><li>Press Releases that Scream BUY ME! - Do not write your press release like an advertisement </li></ul><ul><li>Word Wrapping - Do not break each line at 70 characters. Let your sentences wrap naturally. Do not place a hard return at the end of each line. This will help the editors when they cut and paste your content </li></ul><ul><li>Spell Check – Yes this could be included with grammatical errors but it is important enough to say it again Spell Check! Spell Check! </li></ul>
  15. 15. PR Pitfalls
  16. 16. Anatomy of a Press Release <ul><li>Open with a strong headline to grab the reader's attention. </li></ul><ul><li>The lead sentence contains the most important information in 25 words or less. </li></ul><ul><li>The first couple of paragraphs should answer the who, what, when, where, why and how questions. </li></ul>
  17. 17. Press Release Layout <ul><li>4. About Your Company : </li></ul><ul><li>Include a short corporate backgrounder, or &quot;boilerplate,&quot; about the company or the person. </li></ul><ul><li>About The Craniofacial Foundation of Arizona </li></ul><ul><li>Craniofacial Foundation of Arizona provides financial and emotional support to craniofacial patients and their families. Founded in 1990, the foundation provides financial assistance, educational programs and a family support network. The non-profit organization is supported by individual and corporate donations and by charitable grants. For more information about Craniofacial Foundation of Arizona, visit www.azcranio.com. </li></ul>
  18. 18. Print Media Publicity Sample
  19. 19. How to get the Right Story to the Right People <ul><li>Know the media and what they are looking for </li></ul><ul><li>Select the most appropriate media for your topic or story idea </li></ul><ul><ul><ul><li>Talk show or evening news </li></ul></ul></ul><ul><ul><ul><li>Morning paper or local independent paper </li></ul></ul></ul><ul><ul><ul><li>Magazine or tabloid </li></ul></ul></ul><ul><ul><ul><li>Radio </li></ul></ul></ul><ul><ul><ul><li>Social media sites, RSS feeds, etc. </li></ul></ul></ul><ul><li>Identify three media sources that might be interested in your story idea </li></ul>
  20. 20. How to get the Right Story to the Right People <ul><li>Who covers your topics ? </li></ul><ul><li>Get to know the media. </li></ul><ul><ul><li>Most print publications have comprehensive website that will help guide and navigate you to the right personnel. </li></ul></ul><ul><ul><ul><li>City Editors, Feature Editors, or News Editors </li></ul></ul></ul><ul><ul><ul><li>AZ Republic and many other print publications note the reporters e-mail address at the end of many articles and on their website. (See Newsroom Directory on AZCentral.com. Contacts listed by name, assignment, and desk). </li></ul></ul></ul><ul><ul><ul><li>Several publications have story idea blogs </li></ul></ul></ul>
  21. 21. How to get the Right Story to the Right People <ul><li>Many local television stations allow story submission right from their websites </li></ul><ul><ul><li>Remember your story must have a significant visual appeal to attract TV </li></ul></ul><ul><ul><li>“ The Infamous Morning Meeting” </li></ul></ul><ul><li>Story ideas for magazine are often submitted 60-90 days in advance. </li></ul><ul><ul><li>Review their editorial calendars to determine what topics they have planned </li></ul></ul>
  22. 22. How to get the Right Story to the Right People <ul><li>PR Secrets </li></ul><ul><ul><li>Maintaining an accurate media database is the greatest challenge </li></ul></ul><ul><ul><li>Regardless of the outlet, placing a story is all about relationship building </li></ul></ul><ul><li>Many PR firms have access to media lists </li></ul><ul><ul><li>Subscription based on the Internet – Cision, Burrelles, PRNews, PRWeb, Associated Press and many more with online services </li></ul></ul><ul><ul><li>PR firms have the ability to optimize the release content to maximize an online presents </li></ul></ul>
  23. 23. Turn good publicity into great publicity <ul><li>Know Your Key Messages </li></ul><ul><ul><li>Develop a word picture </li></ul></ul><ul><ul><ul><ul><li>“Happy as children at Disneyland” </li></ul></ul></ul></ul><ul><ul><li>Develop an appropriate visual </li></ul></ul><ul><ul><ul><ul><li>“That equates to stacking 500 dollar bills end to end” </li></ul></ul></ul></ul><ul><ul><li>Do you have charts, graphs or a model? </li></ul></ul><ul><ul><li>How about photos or images? </li></ul></ul><ul><ul><li>Relax and have fun – this is your time to shine </li></ul></ul><ul><li>Identify what you can provide that adds value to your story </li></ul>
  24. 24. Interview Preparation <ul><li>Wear solid jewel tones on camera and speak clearly and slowly on the phone or in-person. </li></ul><ul><li>Say it to the reporter and ignore the camera. </li></ul><ul><li>Prepare talking points if time permits. </li></ul><ul><ul><li>Write down your key messages </li></ul></ul><ul><li>Respond quickly to media inquiries. </li></ul><ul><li>Respond honestly. It’s okay to say “I don’t know”. </li></ul><ul><li>Assume that ALL comments are “on the record”. </li></ul>
  25. 25. Interview Preparation <ul><li>Never say “no comment” </li></ul><ul><ul><li>Offer to secure additional information </li></ul></ul><ul><li>Never deny what you know to be true </li></ul><ul><li>Never speak for the competitor or opponent </li></ul><ul><li>Never use jargon or “buzz” words </li></ul><ul><li>Never speculate </li></ul><ul><li>Never miss an interview </li></ul><ul><li>Always thank the reporter for their time </li></ul>
  26. 26. Did we accomplish our learning objective? <ul><li>Think beyond advertising </li></ul><ul><ul><li>Identify a newsworthy story </li></ul></ul><ul><ul><ul><li>Ask yourself </li></ul></ul></ul><ul><ul><ul><ul><li>Why do I care about this story? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Why should anybody else care? </li></ul></ul></ul></ul><ul><li>Avoid common PR pitfalls </li></ul><ul><ul><li>Get your story idea to the media </li></ul></ul><ul><ul><ul><li>Select the most appropriate media for your topic </li></ul></ul></ul><ul><li>Get the right story to the right people </li></ul><ul><ul><li>Check the publications website for specific contact info </li></ul></ul><ul><li>Turn good publicity into great publicity </li></ul><ul><ul><li>Be prepared for your interview </li></ul></ul>
  27. 27. Unlock the Power of Publicity <ul><ul><ul><li>Now that you… </li></ul></ul></ul><ul><ul><ul><li>Have a Great Story Idea </li></ul></ul></ul><ul><ul><ul><li>Have Identified Potential Media </li></ul></ul></ul><ul><ul><ul><li>Know How to Turn Good Publicity into Great Publicity </li></ul></ul></ul><ul><li>What’s stopping you... </li></ul><ul><li>Go Unlock the Power of Publicity! </li></ul>