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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.

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

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