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Using Media Profile as a Business Building Tool.

15 Business Building Techniques

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  • API: application program interface Creating content that people and companies can use is a great way to position yourself and your company. Have a plan for which you will use. Trial different combinations and see what works for you. Don’t dismiss anything off-hand. Remember the person who said – we might need 4 computers in the world ? Neather do I..
  • Three Pillars Introspective- Strategy- what problem do I solve for customers? Action – plan – translation Communication- with staff, team, suppliers, clients, prospects and the market
  • 1.  Have an opinion – be willing to comment clearly and pithily on industry issues and how they relate to the national / local news agenda
  • Have a quality, creative photo (not a passport- type photo) that demonstrates your personality / what you do
  • 3. Have an elevator pitch for your company and know how to adapt it according to the situation
  • Have a good, relevant (short-form) bio
  • Be open to using business milestones to illustrate economic shifts and trends – for example: You are investing in a new strategy / building / refurbishing / market You are moving factories / warehouse / plants / stores You are acquiring or being acquired by a company You have an overseas visitor / international CEO / manager / guest speaker that has relevant ideas for New Zealand You have done research on your markets You have a new product or service that has relevance to business or consumer markets You have invested in a community initiative – are ‘paying it forward’ in some way – or are attracting your community through a creative idea
  • Be open to using business milestones to illustrate economic shifts and trends – for example: You are investing in a new strategy / building / refurbishing / market You are moving factories / warehouse / plants / stores You are acquiring or being acquired by a company You have an overseas visitor / international CEO / manager / guest speaker that has relevant ideas for New Zealand You have done research on your markets You have a new product or service that has relevance to business or consumer markets You have invested in a community initiative – are ‘paying it forward’ in some way – or are attracting your community through a creative idea
  • Be open to using business milestones to illustrate economic shifts and trends – for example: You are investing in a new strategy / building / refurbishing / market You are moving factories / warehouse / plants / stores You are acquiring or being acquired by a company You have an overseas visitor / international CEO / manager / guest speaker that has relevant ideas for New Zealand You have done research on your markets You have a new product or service that has relevance to business or consumer markets You have invested in a community initiative – are ‘paying it forward’ in some way – or are attracting your community through a creative idea
  • 6. Once you have a few ‘runs on the board’ and are getting quoted regularly and have developed trust: Create an In The Media section on your website – this will help you build momentum and share your media milestones with customers and prospects Share your media links, such as interviews and opinion pieces, in your e-mail signature, newsletters, and with staff – these create talking points for people within your company. When teams are talking with customers, that’s a good thing. Send your loyal clients and prospects a copy of the latest NBR, Unlimited or New Zealand Herald in which you or a company executive has been quoted. It’s a conversation starter
  • 6. Once you have a few ‘runs on the board’ and are getting quoted regularly and have developed trust: Create an In The Media section on your website – this will help you build momentum and share your media milestones with customers and prospects Share your media links, such as interviews and opinion pieces, in your e-mail signature, newsletters, and with staff – these create talking points for people within your company. When teams are talking with customers, that’s a good thing. Send your loyal clients and prospects a copy of the latest NBR, Unlimited or New Zealand Herald in which you or a company executive has been quoted. It’s a conversation starter
  • 6. Once you have a few ‘runs on the board’ and are getting quoted regularly and have developed trust: Create an In The Media section on your website – this will help you build momentum and share your media milestones with customers and prospects Share your media links, such as interviews and opinion pieces, in your e-mail signature, newsletters, and with staff – these create talking points for people within your company. When teams are talking with customers, that’s a good thing. Send your loyal clients and prospects a copy of the latest NBR, Unlimited or New Zealand Herald in which you or a company executive has been quoted. It’s a conversation starter
  • 6. Once you have a few ‘runs on the board’ and are getting quoted regularly and have developed trust: Create an In The Media section on your website – this will help you build momentum and share your media milestones with customers and prospects Share your media links, such as interviews and opinion pieces, in your e-mail signature, newsletters, and with staff – these create talking points for people within your company. When teams are talking with customers, that’s a good thing. Send your loyal clients and prospects a copy of the latest NBR, Unlimited or New Zealand Herald in which you or a company executive has been quoted. It’s a conversation starter
  • 6. Once you have a few ‘runs on the board’ and are getting quoted regularly and have developed trust: Create an In The Media section on your website – this will help you build momentum and share your media milestones with customers and prospects Share your media links, such as interviews and opinion pieces, in your e-mail signature, newsletters, and with staff – these create talking points for people within your company. When teams are talking with customers, that’s a good thing. Send your loyal clients and prospects a copy of the latest NBR, Unlimited or New Zealand Herald in which you or a company executive has been quoted. It’s a conversation starter
  • Write a regular blog – this creates another opportunity to share your thoughts/ opinions/ ideas with your immediate community of staff, partners, stores, sales teams, regional teams etc. If they are written in a relevant way they can also be syndicated to mainstream media and used to ‘bait one-to-one coffees with journalists
  • 8. Learn how to tell stories. Nothing much has changed since sitting around the campfire thousands of years ago. Journalists know their readers like anecdotes and real stories that capture their imagination.
  • 9. Get to know the journalists and bloggers in your area of specialization. Read what they write and be ready to engage them on relevant story ideas.
  • 10. Ask for recommendations of your work on LinkedIn and on your own website – these  add credibility when journalists are investigating your background.
  • 11. Don’t send a “media release” to multiples of outlets expecting journalists to pick it up. They receive hundreds, sometimes thousands a day.
  • 11. Don’t send a “media release” to multiples of outlets expecting journalists to pick it up. They receive hundreds, sometimes thousands a day.
  • 13. Write a book – it’s not only a giant business card , but another good excuse for a conversation
  • Reputation is built 1-1 and shared through traditional and new media. Good old coffee sessions, introducing people within your network to each other. Stay in touch –the old fashioned way (telephone / face to face) plus using online tools
  • TEC AC Presentation

    1. 1. Using Media Profile as a Business Tool 15 business building techniques
    2. 2. Dwayne Alexander <ul><li>Honours Marketing (Cum Laude) </li></ul><ul><li>18 plus years marketing / business experience </li></ul><ul><li>Business Owner – Communications Firm </li></ul><ul><li>Has sat in every chair – communications industry </li></ul><ul><ul><li>Marketing Manager </li></ul></ul><ul><ul><li>Sales Manager </li></ul></ul><ul><ul><li>Advertising Agencies </li></ul></ul><ul><ul><li>General Management (Fairfax Sundays) </li></ul></ul><ul><ul><li>Ceo (APN News & Media) </li></ul></ul><ul><li>Has fronted media campaigns himself, has developed them for clients from his consultancy , Alexander Communications </li></ul><ul><li>As a hobby Dwayne launched www.Livemygoals.com 2 years ago syndicates interviews to www.nzherald.co.nz Inspired People – and www.unlimited.co.nz </li></ul><ul><ul><li>In-depth interviews - industry leaders, ceo’s, sportspeople, entertainers, business owners, entrepreneurs. </li></ul></ul>
    3. 3. Your Communications Toolbox….. VNR (video news release) Competitions Advertorials Stunts Surveys Interviews Media conference briefings Conferences Product launches Events Press trips Photography Radio interviews Audio features White papers Newsletters Brand publications Internal communications Stakeholder relations Stunts Guerrilla activity Brand ambassador activity Reputation Management Press releases Crisis Management Media relations Investor relations TV interviews E-consultancy
    4. 4. Has got even bigger….. VNR Competitions Advertorials Stunts Surveys Interviews Press briefings Conferences Product launches Events Press trips Photography Radio interviews Audio features White papers Newsletters Brand publications Internal communications Stakeholder relations Stunts Guerrilla activity Brand ambassador activity Reputation Management Media & Blogger Releases Crisis Management Media relations Investor relations Online media centres Online media relations TV interviews Online monitoring Stakeholder mapping Social media releases Search Engine Optimised Releases Search Engine Optimised brand publications Podcasts/Vodcasts Social Search Social Tagging Social Networking Virtual World events Social Networking events Folksonomies Online surveys Blogger relations Corporate/Brand blogs Internal blogs WIKI’s Crowdsourcing Internet radio RSS feeds Widgets Social network APIs Webchats Webcasts Skypecasts Tagged photography Mashups Viral Forums/Boards/Comments Social Bookmarking Microblogs (Twitter) Online surveytorials Online Reputation Management Adapted from E-consultancy Speaking Opportunities Seminars/ Events Write Opinion Pieces Client Testimonials Industry Associations
    5. 5. Show of hands <ul><li>Who has fronted your organisation in the media? </li></ul><ul><ul><li>Interviewed by a journalist (face to face or via telephone) </li></ul></ul><ul><ul><li>Supplied an article / opinion piece </li></ul></ul><ul><li>Who reads blogs regularly? </li></ul><ul><li>Who writes a blog regularly? </li></ul><ul><li>Who has a presence on a social media site: Facebook, Linkedin, Twitter? </li></ul><ul><li>Who has had to deal with a crisis where the media where interested? </li></ul>
    6. 6. Paint by Numbers...
    7. 7. Who recognises these people?
    8. 8. Building Credibility & Reputation What are the Pillars? Talent, Time, Determination. Persistence, Practice,10 000 Hour Rule * * Malcolm Gladwell
    9. 9. <ul><li>1. Have an Opinion </li></ul><ul><li>  </li></ul><ul><li>  </li></ul>
    10. 10. 2. Have a Good Photo
    11. 11. 3. Know your Elevator Pitch About Challenge Trust Challenge Trust is a charitable trust which commenced operation in 1993 and now has 230 staff providing services to more than 1,500 people out of 20 sites in the Northland, Auckland, Waikato and Bay of Plenty regions. Challenge Trust’s clients include people affected by mental illness, physical disability, intellectual disability, addictions, dual disability and dual diagnosis. The organization is employed by District Health Boards, the Accident Compensation Corporation and other government departments, and an increasing number of private clients. Services provided include 24-hour residential accommodation, community support to people living in their own homes, educational services, employment and life skills training, advocacy, information, employment opportunities, family/whanau support and various housing options.
    12. 12. 4. Have a good (short) bio Steve is an economist with 26 years’ experience in the transport, infrastructure and resources sectors (including 22 years in consulting based in Australia, the UK and Ireland); he has worked on major projects In more than a dozen countries in the Pacific, Asia, UK/Europe, Africa and the Middle East Mark is a director of Clean Planet . He has has devoted his career to combining his deep ecological convictions with progressive business solutions. He is a Council member of the Angel Association of New Zealand, Chief Executive of Venture Accelerator (the Top of the South based investor in start-ups), and the Chair of Organic Farm Holdings (an expanding South Island pastoral enterprise).  Before immigrating to New Zealand, nearly three years ago, Mark was previously Organic Farmer of the Year in the United Kingdom, having founded his own range of branded health foods, which are still selling successfully in all the major Supermarkets there. Mark has a Finance degree and has been a longstanding Trustee of the Soil Association, Britain's leading environmental charity promoting sustainability and championing human health, and a Director of its Certification subsidiary.
    13. 13. 5. Utilize Business Milestones
    14. 14. A. Refurbishing / Investment
    15. 15. B. Moving / Investing in a New DC
    16. 16. <ul><li>C. Business Acquisition </li></ul>
    17. 17. D. Overseas Visitor/ Local Investment
    18. 18. E. Comment on topical Issues important to your industry
    19. 19. F. Point out new products and services
    20. 20. G. Conduct Independent Research on customers / market
    21. 21. Using Media Profile as a Business Tool 6 once you have some runs on the board...
    22. 22. A. Develop an “ the media” section”
    23. 23. B. Use Media “Endorsement” Dr. Paul Winton Principal Temple: Capital Investment Specialists e: paul.winton@templeinvestment.com w: www.templeinvestment.com p: +64 9 8899370 m: +64 21 766581 - Temple helps your company make complex capital investment decisions- - ASB Business TV – How to boost your capital productivity - Unlimited Magazine – Tender Promises: building tomorrows internet infrastructure
    24. 24. C. Send your top clients & prospects your latest article
    25. 25. D. Networking/ influencing <ul><li>Utilise the shared links & articles to create relevant conversations with people and organisations. An idea, especially an inspired one, shared in the media is the perfect excuse to create a “ good old coffee ” with </li></ul><ul><li>someone who has been meaning to do business with you or </li></ul><ul><li>an organisation / body that has influence on your success </li></ul>Lobby groups Industry forums Prospects Pressure groups Clients
    26. 26. 7. Write a Blog
    27. 27. 8. Learn how to Tell Stories...
    28. 28. 9. Have a coffee with a journalist in your specialty
    29. 29. 10. Ask for Recommendations of your work
    30. 30. 11. Don’t Spray and Pray
    31. 31. 12. Understand Deadlines
    32. 32. 13. Write a book
    33. 33. 14. Go Local – encourage your “community” engagement
    34. 34. <ul><li>Build Community around you... </li></ul>
    35. 35. Botany & LynnMall Fit2Fly Campaign
    36. 36. Konica Minolta Rugby League Reads
    37. 37. 15. Engage Bloggers/ Tweeters
    38. 38. Networking & Media Building Reputation begins and ends with 1-1 Communication
    39. 39. Conclusion Some initiatives you can start tomorrow... Others require a little planning and thought But you can build your business using media mentions and “endorsement”
    40. 40. Questions? <ul><li>Proactive media profile </li></ul><ul><li>Issues management </li></ul><ul><li>Crisis Management </li></ul><ul><li>Common errors </li></ul><ul><li>Key messages vs. authentic answers </li></ul><ul><li>Other </li></ul>
    41. 41. GET IN TOUCH   For Further information, please contact     Dwayne Alexander Director, Alexander Communications Ph: + 64 9 522 5541 M: 021 3244 63   Web: www.alexandercommunications.co.nz Email: [email_address]   Twitter: @AlexanderComms @goalgetter   LinkedIn:dwaynealexander
    42. 42. And one more thing     We have detailed case studies that I can send you via e-mail if you would like to have a look at our other companies are doing it. More details here …. Web: www.alexandercommunications.co.nz Or provide me with your business card and I will e-mail you a PDF with Case studies

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