Jump Start Your Business Apr22 09

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Promotion/Publicity/PR

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Jump Start Your Business Apr22 09

  1. 1. Jump Start Your Business Promotion / Publicity / Public Relations <ul><li>A Special Presentation </li></ul><ul><li>Mount Prospect Chamber of Commerce </li></ul><ul><li>Mount Prospect Public Library </li></ul><ul><li>April 22, 2009 </li></ul><ul><li>Fred Broviak </li></ul><ul><li>Broviak Communications </li></ul>
  2. 2. What is Promotion/Publicity/PR? <ul><li>Promotion: Marketing Related </li></ul><ul><li>Publicity/PR: </li></ul><ul><li>Projecting a Positive Image </li></ul><ul><li>Creating “Brand” Identity/Recognition </li></ul><ul><li>Publicity vs. Public Relations </li></ul><ul><li>Public Relations vs. Advertising </li></ul>
  3. 3. Key Elements of Public Relations Programs <ul><li>Communicating through the “Media” </li></ul><ul><li>Special Printed Material </li></ul><ul><li>Presentations / Speaking Platforms </li></ul><ul><li>Corporate Identity Programs </li></ul><ul><li>Websites / Internet </li></ul><ul><li>Research on Perceptions </li></ul>
  4. 4. Components of the “Media” <ul><li>Print, Broadcast, Cable, Internet </li></ul><ul><li>1. Programming/Format </li></ul><ul><li>Advertising – Paid Space </li></ul><ul><li>Content/Information </li></ul><ul><li>News Reporting </li></ul>
  5. 5. The Role and Power of the Media <ul><li>Freedom of the Press </li></ul><ul><li>“Third Party Endorsement” </li></ul><ul><li>Politics and Government </li></ul><ul><li>The Economy </li></ul><ul><li>Businesses & Organizations </li></ul>
  6. 6. The Changing Media <ul><li>Traditional Media – Print and Broadcast – Has Become Less Dominant </li></ul><ul><li>The “New Media” – Internet/E-Mail Based – Assuming Greater Importance in Providing Information </li></ul>
  7. 7. Overview of the Media <ul><li>19,000 Newspapers in U.S. </li></ul><ul><li>19,500 Magazines </li></ul><ul><li>1,600 Newsletters </li></ul><ul><li>17,000 TV, Radio and Cable Stations/Networks </li></ul><ul><li>The Internet </li></ul>
  8. 8. Overview of the Media Advertising <ul><li>$149 billion in 2007 </li></ul><ul><li>Newspapers and Magazines - $59 billion </li></ul><ul><li>All TV - $45 billion </li></ul><ul><li>Radio - $10.7 billion </li></ul><ul><li>Internet – $11.3 billion </li></ul><ul><li>Outdoor - $4 billion </li></ul>
  9. 9. Competition and the Economy Impact Print Media <ul><li>Since January 2008, </li></ul><ul><li>120 Newspapers Have Shut Down </li></ul><ul><li>21,000 Jobs at 67 Newspapers Lost </li></ul><ul><li>Chicago Tribune and Sun-Times </li></ul><ul><li>In Bankruptcy </li></ul><ul><li>Pioneer Press Has Ceased Operation in Several Suburban Communities </li></ul>
  10. 10. The Shrinking Newsrooms <ul><li>Readership and Circulation Down </li></ul><ul><li>Lower Advertising Revenues </li></ul><ul><li>Reductions in Editorial Staff </li></ul><ul><li>News Coverage Has Declined </li></ul><ul><li>Getting News Reported is More Challenging </li></ul>
  11. 11. A Changed Media <ul><li>Internet News Sources – MSN, AOL, etc. </li></ul><ul><li>On-Line Editions of Publications – Wall Street Journal, Tribune, Daily Herald </li></ul><ul><li>Expanded Cable TV – CNN and Other </li></ul><ul><li>Social Networks – FaceBook, Linked-In, etc. </li></ul><ul><li>YouTube and Twitter </li></ul>
  12. 12. A “Blurred Line” Between Advertising and Editorial <ul><li>Advertorials </li></ul><ul><li>Articles Linked to Advertising </li></ul><ul><li>Sponsored Website Listings </li></ul><ul><li>Promotion of Products in Programs & Movies </li></ul><ul><li>Geo-Specific Information/Advertising </li></ul>
  13. 13. What Information is “Valid” <ul><li>Traditional Role of Media in “Reporting” </li></ul><ul><li>Journalistic Review and Objectivity </li></ul><ul><li>Who’s Checking for Accuracy? </li></ul><ul><li>Editorial Discretion Has Also Been a Screening and Limiting Factor </li></ul><ul><li>Now, It’s More Up to the Reader to Determine </li></ul>
  14. 14. What Can You Do to Realize the Value of Publicity / PR <ul><li>Identify the Media that Is Important </li></ul><ul><li>The Print Media – Local Media </li></ul><ul><li>Sections of Newspapers </li></ul><ul><li>General Interest or Reader Specific </li></ul><ul><li>Trade, Professional, Special Interest Publications </li></ul>
  15. 15. Send-Out News Releases <ul><li>A Primary Means of Reaching the Media </li></ul><ul><li>Announce Something Important </li></ul><ul><li>for the Company & Stakeholders </li></ul><ul><li>Contact the Right Reporters/Editors </li></ul><ul><li>Communicates in a Format That </li></ul><ul><li>Editors/Reporters Use </li></ul>
  16. 16. Value of On-Line Editions <ul><li>An Important Source for News </li></ul><ul><li>Includes Print Edition News </li></ul><ul><li>Expanded News Coverage </li></ul><ul><li>Can Search for Info More Easily </li></ul><ul><li>Favored by New Media Followers </li></ul><ul><li>Pick-Up by Search Engines </li></ul>
  17. 17. Leverage Your “News” <ul><li>Let Clients/Prospects Know When You’re in the Media/Press </li></ul><ul><li>Send a Message About This </li></ul><ul><li>Link to On-line Media Site </li></ul><ul><li>Include PDF of Article </li></ul><ul><li>Work the “Third Party Endorsement” </li></ul>
  18. 18. Use Your Website for News Releases <ul><li>Include “News” on Your Site </li></ul><ul><li>Update this Regularly – Weekly/Monthly </li></ul><ul><li>Have News That’s Relevant and Valuable </li></ul><ul><li>Link with Other Newsworthy Sites </li></ul><ul><li>Link “News” to Your E-mail Messages </li></ul>
  19. 19. “ Push” News Directly to Your Contacts <ul><li>Don’t Rely on Just the News Media </li></ul><ul><li>Publish a Newsletter </li></ul><ul><li>Provide Relevant & Valuable Info </li></ul><ul><li>Send-Out on Regular Basis </li></ul><ul><li>Use Services like Constant Contact </li></ul>
  20. 20. Geo-Specific Promotion of Your Business <ul><li>Work the “Blurred Line” </li></ul><ul><li>Consider Local Ad Link </li></ul><ul><li>Target for the Areas You Serve </li></ul><ul><li>Provide Coupons/Promotions </li></ul><ul><li>Include Video </li></ul>
  21. 21. Go Direct to Clients/Prospects <ul><li>Pursue “Speaking Platforms” </li></ul><ul><li>Identify Special Events to Sponsor </li></ul><ul><li>Perhaps Co-op with Other Businesses </li></ul><ul><li>Promote Your Event </li></ul><ul><li>Alert the Media and Issue a News Release </li></ul>
  22. 22. Distribute Your “Presentations” <ul><li>Send to Your E-mail List </li></ul><ul><li>Put on Your Website </li></ul><ul><li>Include on Your Linked-In Profile </li></ul><ul><li>On YouTube? </li></ul>
  23. 23. The Media- Good & Bad News <ul><li>One the Negative Side: </li></ul><ul><li>The Traditional Media is Shrinking </li></ul><ul><li>Fewer Newspapers </li></ul><ul><li>More Competition for Editorial Space </li></ul><ul><li>The “Big Guys” Have the Clout </li></ul>
  24. 24. The Media - Good & Bad News <ul><li>On the Positive Side: </li></ul><ul><li>An Expanded Media </li></ul><ul><li>More Opportunities </li></ul><ul><li>Less Reliance on Traditional Media </li></ul><ul><li>You Have More Control </li></ul>
  25. 25. Contacting the Media <ul><li>Identify Key Media </li></ul><ul><li>Get to Know Editors/Reporter </li></ul><ul><li>What Are Their Interests </li></ul><ul><li>How to Interest Them </li></ul><ul><li>How To Reach Them </li></ul>
  26. 26. Helping the Media <ul><li>Be a “Source” of Information </li></ul><ul><li>Provide Them with Ideas </li></ul><ul><li>Don’t Be Self Serving </li></ul><ul><li>Establish Credibility </li></ul>
  27. 27. The Role of Media Relations <ul><li>Getting News Reported </li></ul><ul><li>Placing Feature Articles </li></ul><ul><li>Being Quoted as an Expert </li></ul>
  28. 28. Responding To the Media <ul><li>Media Response Training </li></ul><ul><li>How to Answer Questions </li></ul><ul><li>Techniques </li></ul><ul><li>How to Get Your Points Across </li></ul><ul><li>Realizing Your Objective </li></ul>
  29. 29. Some Final Thoughts <ul><li>Think About Public Relations </li></ul><ul><li>Identify News and Stories </li></ul><ul><li>Make a Plan and Follow It </li></ul><ul><li>Do It Yourself or Hire Someone </li></ul><ul><li>Have the Media Work for You </li></ul>
  30. 30. Our Thanks <ul><li>Jim Uszler </li></ul><ul><li>Mount Prospect Chamber of Commerce </li></ul><ul><li>Patricia Smolin </li></ul><ul><li>Mount Prospect Public Library </li></ul><ul><li>Michael Davey </li></ul><ul><li>Mt. Prospect Child Care Center </li></ul>

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