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Jump Start Your Business Apr22 09
 

Jump Start Your Business Apr22 09

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Promotion/Publicity/PR

Promotion/Publicity/PR

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    Jump Start Your Business Apr22 09 Jump Start Your Business Apr22 09 Presentation Transcript

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