No Nonsense News Pitches for Credit Unions

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Strategic public relations tactics for credit unions to get increased coverage from the media. Think like an editor!

Published in: Economy & Finance
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  • No Nonsense News Pitches for Credit Unions

    1. 1. No Nonsense News PitchesMinnesota Credit Union Network2012 Marketing & Media Bootcamp
    2. 2. Stand out
    3. 3. Do your homework
    4. 4. Think like a journalist
    5. 5. Research
    6. 6. Deadlines
    7. 7. Newsworthy?
    8. 8. News values• Timeliness• Proximity• Conflict• Bizarre• Impact• Prominence
    9. 9. 5 Ws & H• Who?• What?• Why?• When?• Where?• How?
    10. 10. Headlines7-second rule
    11. 11. Leads• Question• Quote• Summary• News• Direct address
    12. 12. Like a story...
    13. 13. Accuracy
    14. 14. If your content is consistently inaccurate,editors will not run it and eventually nottrust you. Bridge burned.Truth/honesty + newsworthiness = trust
    15. 15. Brevity
    16. 16. • Get to the point! (or lose your audience)• Watch for redundancies• Remove unnecessary words
    17. 17. Clarity
    18. 18. • Keep it simple• Avoid industry jargon• Be specific• Check time sequence
    19. 19. 2 audiences
    20. 20. Pitch
    21. 21. • Remember your news values• Target issue: Research editorial calendar• Sources: Credible and available• Anecdotes/Examples• Background links• Graphics
    22. 22. What editors like?• Numbers• Art• Brevity• Bullet points• Accuracy• Clarity
    23. 23. What editors like?• Simple words• Exclusives• Know their publication - and their readers• Attribution• Know their deadlines• GSP
    24. 24. AP Stylebook
    25. 25. What editors dislike• Salesy• Advertisement• Inaccuracies• Unresponsiveness• Calling them on deadline• Not knowing their publication
    26. 26. Frank Diekmann, Publisher “Why would my readers care?”• Editors want something that informs.• Editors want something that entertains.• Editors love underdog stories.• Editors love myth-busting stories.
    27. 27. Marc Rapport, Online Editor• Editors want how latest trends affect their readers/industry.• Editors want how current issues affect their readers/industry.
    28. 28. Lisa Hochgraf, Editor• Get to know the local reporters.• Use social media to connect w/ reporters.• Leverage seasonal, holiday, event stories.
    29. 29. Relationships
    30. 30. Consistent
    31. 31. Social media
    32. 32. • Post news on your website• Tweet news w/ link to your website• Post news on Facebook w/ link• Pin relative images to Pinterest w/ links• Create and post related video on YouTube• Embed YouTube video on blog (tweet too!)• Don’t forget: Reddit, Digg, StumbleUpon
    33. 33. Benefits to editors• Reliable source• Trust you• Use you
    34. 34. Benefits to your CU• Consistent media coverage• Positions you as a leader• Builds trust with your audience• Boosts your business
    35. 35. Benefits to consumers• Trusted resource• See you as a leader• Turn to you for info and advice• Come to you for business
    36. 36. Financial expert
    37. 37. Questions
    38. 38. Contact Mike Lawson DML Communications mike@dmlcommunications.com 760-845-8146 Twitter: @dmlcommSlideshare.com - search “dmlcomm”

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