Summer Meeting presentation pr 101


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  • Tell them I’ll send the link to American Express small business if they want it.
  • Credit the American Express article and offer to send it to anyone interested
  • Mention Lloyd Traven
  • Tell story about guy in china doing 200 billionth (?) Tweet
  • Dr. Leonard Perry – University of Vermont 2005 – one of the best Display Gardens we have for garnering publicity for themselves as well as AAS – yearly interview on “Across the Fence” the nation's longest running farm and home show, broadcast daily on the CBS affiliate WCAX in Burlington, VT throughout northern New England and Quebec, and produced jointly with UVM Extension
  • Dr. Leonard Perry – University of Vermont 2008
  • Dr. Leonard Perry – University of Vermont 2007
  • Nona interviewed by Seed World on trends
  • Diane and Barry interviewed by Garden Center magazine at OFA on AAS Branding efforts and why retailers should carry AAS Winners
  • Summer Meeting presentation pr 101

    1. 1. PR 101<br />How to Get the Media to Cover Your Business<br />(and All-America Selections!)<br />
    2. 2. PR 101<br />Traditional Media<br />New Media<br />
    3. 3. Traditional Media 101<br />Presented by Sarah Kuna<br />Print<br />Television<br />Radio<br />
    4. 4. Possible Targets<br />1. Trade <br /> (grower and retailer)<br />2. Consumer<br /> (local, regional and national)<br />
    5. 5. Traditional Media<br />Create relationships – Build relationships before you need them. <br />Know the media – read the newspapers, watch the TV stations, listen to the radio. Opportunities abound when you least expect it.<br />Have something worth sharing – have something newsworthy.<br />
    6. 6. Traditional Media<br />4. Provide a news hook. Don’t make the journalist figure out what is newsworthy.<br />Write well – subject lines have to explain what’s interesting and catch attention.<br />Get to the point – KISS<br />Become a source – be a thought leader and a go-to person on the subject of your choice. <br />
    7. 7. Traditional Media<br />8. Present the facts – Who, what, when, where--finish. <br />9. Show personality – don’t be afraid to have fun and show your passion.<br />10. Speak to the audience – don’t try to “sell” the company, just the message.<br />
    8. 8. Real Example of basic PR <br />Two press releases in early 2010 = Almost 100 million media impressions in January and February alone <br />
    9. 9. Great Example <br />
    10. 10. Do You Know These People?<br />You should! (Coverage in trade journals)<br />
    11. 11. Social Media 101 <br />Presented by Lauren Klopmeyer<br />
    12. 12. What is Social Media?<br /><ul><li>New type of media that allows corporations and organizations to reach larger and broader audience in a more personal way
    13. 13. Many different platforms, but all web-based
    14. 14. Assists with promotion of companies and self-promotion in a simple way</li></li></ul><li>By the Numbers<br />500 million people in the world have a Facebook account<br />180 million people visit every month, and Twitter users “tweet” an average of 55 milliontimes each day<br />50 millionpeople worldwide are on LinkedIn<br />126 million blogs are on the internet<br />70% of bloggers write about and promote brands on their blog (without being paid!)<br />
    15. 15. Social Media and AAS<br /><ul><li>Not-for-profit organizations rely on grassroots marketing
    16. 16. Social media has proved itself as an affordable and effective medium for marketing
    17. 17. Simple enough for anyone to promote a product, and to succeed</li></li></ul><li>AAS and Facebook<br /><ul><li> is a social networking site that allows businesses and organizations to create fan pages to gain exposure to existing and potential consumers
    18. 18. AAS and NGB both have fan pages that reach out to fellow Facebook users
    19. 19. Promote yourself!
    20. 20. By promoting your role as a judge, you can discuss your selections as well as market your affiliates</li></li></ul><li>
    21. 21.
    22. 22. AAS (and AGA) and Twitter<br /><ul><li>Twitter is a constant stream of updates posted by users- it can be a link, a photo, a quote, a greeting or a phrase- anything!
    23. 23. Used by organizations to provide links to websites, discuss products, “retweet” or show what other users are saying about their products
    24. 24. Used by people to promote themselves</li></li></ul><li>
    25. 25. LinkedIn<br />A more professional Facebook site, providing networking opportunities with other professionals within and outside your industry<br />Person-to-Person contact as opposed to Business-to-Person interaction<br />Connect with growers, breeders and other judges<br />
    26. 26.
    27. 27. What Can You Do?<br />On Facebook: create a fan page for yourself, or post about selections on the AAS fan page to give an “insider’s look” at the selection process<br />On Twitter: update your followers on what your role as a judge is, and discuss the gardens your visiting and the products your judging<br />On LinkedIn: connect with other judges and people from the industry, join groups<br />
    28. 28. Get started!<br />Social media is a growing phenomenon that is changing the way products are marketed. <br />Create a Facebook page.<br />Setup a Twitter account.<br />Connect on LinkedIn. <br />Learn how to successfully utilize social media to better your business now and in the future.<br />
    29. 29. Examples<br />
    30. 30.
    31. 31.
    32. 32.
    33. 33.
    34. 34. Questions? <br />How can we help you?<br />How can you help us?<br />Ideas?<br />