Ad Club January 29 2010
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Ad Club January 29 2010

  • 433 views
Uploaded on

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.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
433
On Slideshare
433
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
1
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 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 www.gianninimpr.com
  • 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 www.gianninimpr.com
  • 3. Why is it powerful?
    Credibility
    Implied endorsement of the connector
    Appears as an objective assessment
    Low cost
    Copyright Gaetan Giannini 2009 www.gianninimpr.com
  • 4. The disadvantage
    You give up control of your message
    Copyright Gaetan Giannini 2009 www.gianninimpr.com
  • 5. Who gets control?
    Media
    Newspaper
    Radio
    TV
    Magazines
    Blogs
    Copyright Gaetan Giannini 2009 www.gianninimpr.com
  • 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 www.gianninimpr.com
  • 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 www.gianninimpr.com
  • 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 www.gianninimpr.com
  • 9. Press Release
    Press releases are the work horses of media based PR.
    Format them correctly
    Write them well
    Copyright Gaetan Giannini 2009 www.gianninimpr.com
  • 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
    Trends
    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 www.gianninimpr.com
  • 11. Select connectors using an outside source
    Blog Catalog - blog directory, www.blogcatalog.com/directory (Free)
    Burrelles Luce - on-demand media monitoring, research, distribution, and evaluation services, www.burrellesluce.com
    Business Wire - news distribution service, www.businesswire.com
    Cision - on-demand media monitoring, research, distribution, and evaluation services, www.cision.com
    Marketwire/Media Hub - on-demand media monitoring, research, distribution, and evaluation services, www.marketwire.com
    Media Contacts Pro - downloadable database, www.mediacontactspro.com
    Mondo Times - media directory, www.mondotimes.com (Free)
    News Link - media directory, www.newslink.org (Free)
    Podcast Zoom - podcast directory, www.podcastzoom.com
    PR Newswire - news distribution service, www.prnewswire.com
    PR Web - news distribution service, www.prweb.com
    Technorati - blog directory, http://technorati.com (Free)
    USNPL - media directory, www.usnpl.com
    Vocus - on-demand media monitoring, research, distribution, and evaluation services, www.vocus.com
    Yahoo Directory: News and Media - media directory, http://dir.yahoo.com/News_and_Media (Free)
    Copyright Gaetan Giannini 2009 www.gianninimpr.com