Ad Club January 29 2010


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Seminar or using PR given to the Greater Lehigh Valley Ad Club at Northampton Community College.

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Ad Club January 29 2010

  1. 1. In Control vs. Out of Control Marketing<br />Traditional advertising, sales and promotion<br />PR, new media marketing, and word-of-mouth – aka Marketing Public Relations<br />Copyright Gaetan Giannini 2009 <br />
  2. 2. What can it do?<br />Building the identity of the organization or product; <br />Increasing the visibility of an established organization or product;<br />Establishing an organization or individual as an expert in a given field;<br />Educating stakeholders on issues critical to the organization;<br />Shaping public opinion about an organization, idea or individual;<br />Maintaining the image of an organization or product – over time or during a crisis; or<br />Stimulating the trial or repeat usage of a product.<br />Copyright Gaetan Giannini 2009 <br />
  3. 3. Why is it powerful?<br />Credibility<br />Implied endorsement of the connector <br />Appears as an objective assessment<br />Low cost<br />Copyright Gaetan Giannini 2009 <br />
  4. 4. The disadvantage<br />You give up control of your message<br />Copyright Gaetan Giannini 2009 <br />
  5. 5. Who gets control?<br />Media<br />Newspaper <br />Radio<br />TV<br />Magazines<br />Blogs<br />Copyright Gaetan Giannini 2009 <br />
  6. 6. Select connectors by talking to customers<br />What TV, radio shows, newspapers, magazines, journals, and association newsletters do you pay attention to? <br />What are your professional affiliations? <br />What personal interests, such as sports, travel, and hobbies, do you pursue? <br />What is on your must-read list? <br />What media keep you current professionally? <br />Who are your favorite reporters? <br />Copyright Gaetan Giannini 2009 <br />
  7. 7. Dealing with Media<br />Find media that reach your intended audience and do your homework. <br />Discover ways your story can help selected media serve their readers, listeners, viewers better.<br />Create relationships<br />Have an eye for what’s newsworthy.<br />Package and deliver your message in a way that suits each medium.<br />Be there 24-7-365<br />Copyright Gaetan Giannini 2009 <br />
  8. 8. Create a Press Kit<br />Documents illustrating the background of the firm and interesting facts about it,<br />Evidence of previous press coverage,<br />Support materials, including studies and statistics, and<br />Graphics, such as photos and video.<br />Copyright Gaetan Giannini 2009 <br />
  9. 9. Press Release<br />Press releases are the work horses of media based PR.<br />Format them correctly<br />Write them well<br />Copyright Gaetan Giannini 2009 <br />
  10. 10. Pitch<br />Knowing the connector is the key to a good pitch<br />Attention-getting first paragraph<br />An indication that you are familiar with this media outlet and its audience<br />Background information and research that supports your pitch<br />Description of support elements available and suggestions for other sources of information for the story<br />Concluding statement specifying the next step<br />(Beckwith, 2003)<br />Some things pitch better than others<br />One of a kind<br />First ever<br />Atypical community service<br />Trends<br />Unusual applications of products and services<br />Celebrities and quirky experts<br />Tales of the underdog<br />Money, sex, or health issues (Levinson, Frischman, & Lublin, 2002)<br />Copyright Gaetan Giannini 2009 <br />
  11. 11. Select connectors using an outside source<br />Blog Catalog - blog directory, (Free)<br />Burrelles Luce - on-demand media monitoring, research, distribution, and evaluation services,<br />Business Wire - news distribution service,<br />Cision - on-demand media monitoring, research, distribution, and evaluation services,<br />Marketwire/Media Hub - on-demand media monitoring, research, distribution, and evaluation services,<br />Media Contacts Pro - downloadable database,<br />Mondo Times - media directory, (Free)<br />News Link - media directory, (Free)<br />Podcast Zoom - podcast directory,<br />PR Newswire - news distribution service,<br />PR Web - news distribution service,<br />Technorati - blog directory, (Free)<br />USNPL - media directory,<br />Vocus - on-demand media monitoring, research, distribution, and evaluation services,<br />Yahoo Directory: News and Media - media directory, (Free)<br />Copyright Gaetan Giannini 2009 <br />