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Taking the Mystery Out of Media


Presentation given at an annual conference that demystifies the media. You do not have to be a large brand to employ a media strategy as part of your marketing and communications efforts.

Presentation given at an annual conference that demystifies the media. You do not have to be a large brand to employ a media strategy as part of your marketing and communications efforts.

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  • Ask about their mysteries, what do they want to learn, outline goals for today, how many have a PR or Media plan for 2011?
  • Framework for demystifying media and process for getting coverage
  • Importance of being part of what is important to users, chose mobile because more people are accessing internet via mobile devices, people share current news and events on social networking sites.
  • Ask audience who they think is the media?
  • Formal definition
  • You are part of the collective “who is the media, who creates and distributes news”
  • I would also make the point about the timeliness of news – yesterday’s news is tomorrow’s history – news is happening all around us so it is good to have a strategy in place for pitching or distributing news or it will be swept under the carpet quickly. Also, maybe make a point that there is a lot of noise in today’s news – you have to be creative, strategic and sometimes a little controversial to get attention
  • News is content
  • competitors to see who is covering them, you can also find media contacts at events and tradeshows typically – good opportunities to meet people in person and tell them about your business.
  • Be innovative and seek ways to capitalize on hot news, example: if healthcare is dominating news tie in tips about local healthcare facilities, access or even community health, move toward proactive health and prevention
  • increase sales, Illustrate market momentum? Be an industry thought leader (offer expert perspective to get yourself inserted into a story) ie Susie Orman is all over the press because of her expertise in personal finance, other examples Mellody Hobson, Barbara Corcoran
  • How can you create and execute your PR strategy.
  • Tip sheets can lead to expert interviews
  • proactively contact (ie phone call) reporters to pitch the news – you can talk about the importance of breaking through the clutter – media review hundreds of news items each day – sometimes a simple phone call to restate your news gets attention.
  • Personalize your pitch (don’t blast pitch everyone) Hello John, Keep it short and simple (avoid industry jargon) and follow up with a phone call – ALSO, differentiate this news – why should they care and list your contact info at bottom with a call to action – are you interested in writing about this? I will follow up with you in a day.
  • Be quotable (this is be willing to make the story better – offer stats, data, anecdotes….) Reporters always looking for GOOD QUOTES
  • Wire Services for broad distribution, smaller targeted distribution using localized services like Ereadmedia, internal to your own lists (prospects, existing customers), via email to your media list (created or purchased), your website (even if you use distribution or can post to site without wire distribution)
  • National news is often picked up by local but you can also pitch a local outlet based on a story that was nationalEstablished, well known bloggers often get media coverage, do not forget them in your PR strategy, local RE / business / finance bloggers are good options (use technorati, Alltop to find)
  • It is my hope that we will lift the perception about the industry and the role of EBAs in the minds of the media, and consumers


  • 1. Taking the Mystery Out ofMediaNAEBA Annual Conference 2011
  • 2. “I keep six honest serving-men, (They taught me all Iknew); Their names are Whatand Why and When, And Howand Where and Who”- Rudyard Kipling
  • 3. Source: Marketing Sherpa
  • 4. 1. Who?
  • 5. me-di-a (noun): the means of communication, asradio and television, newspapers, andmagazines, that reach or influence people widely
  • 6. Who are the Newsmakers?
  • 7. You and Your Customers!
  • 8. 2. What?
  • 9. a report of a recent event;intelligence; information
  • 10. • News is subjective. One man‟s mundane is another‟s breaking story• Audience specific; target to relevant groups • Interest, geography• Real time; what is relevant now
  • 11. Students, Driver HospitalizedAfter School Bus, Snow PlowAccident Apple reports record-breaking revenues and profits Brittany UnderwoodUpdate from Miami: 2 (Langston) leaving OLTLofficers shot, killed ingunfight; 1st slainofficer IDd as RogerCastillo - Miami Herald Unluckiest Travel Award: Nature Calls, Man Falls
  • 12. “Great content in all forms helpsbuyers see that you and yourorganization „get it.‟ Content drivesaction” –David Meerman Scott, TheNew Rules of Marketing and PR
  • 13. 3. Where?
  • 14. Where can you find media contacts?• Websites (TV, Newspaper, Radio, Search)• Alltop• Media Lists and Databases• Competitors• Events / Tradeshows• Print and Digital Publications you read• HARO• Muck Rack• Social Networking (Twitter, Quora, LinkedIn)
  • 15. 3. When?
  • 16. The Law of Perspective“Marketing effects take place over an extended period of time” –The 22 Immutable Laws of Marketing
  • 17. Timing• News moves quickly, have a strategy to pitch and distribute• Take advantage of hot trends, topics, industry events• Pay attention to what is dominating headlines• Ensure timing is relevant
  • 18. 5. Why?
  • 19. • Reach Buyers• Increase sales• Branding• Visibility• Shape Perception• Credibility• Education
  • 20. 6. How?
  • 21. Press Releases
  • 22. • Develop a PR Calendar (weekly, monthly, quarterly• Do not limit releases to media; create releases that appeal to home buyers• Tip sheets (Morning & Mid-day news show producers, radio/tv)• Always focus on audience• Refrain from hype
  • 23. Content for Press Releases• Company news • Staffing changes, new service, published, created, solved• Industry news • Add to discussion, Contrary Opinion, Unique Solution • Current news (hot topics, trends)• Survey or poll results • Zoomerang, Survey Monkey, LinkedIn• Customer Case Studies• Awards• Events
  • 24. Tactics for Success• Optimize keywords and phrases in title and body of release• Include links• Incorporate Multimedia• Add social media tags• Repurpose for blog posts, newsletters• Avoid “industry speak”• Create an online news room• Proactively pitch reporters by phone
  • 25. How to Pitch• Do not spam with off target, broadcast pitches• Do not send unsolicited attachments• Do your homework, know the reporter, publication• Give them the story; big picture, why is this interesting/different/important• Provide opportunities to create different angles• Provide visuals (infographics, statistics)• Include contact information• Follow up with a phone call
  • 26. How to Become a Media Darling• Build Relationships• Be available• Be prepared• Be accurate – do not provide BAD• information• Be willing to make the story better• Be trustworthy – NEVER violate a reporter‟s trust• Be generous – read and share their work
  • 27. DistributionMarketwireCisionwireBusiness WirePR NewswirePitch EngineInternalCustom media listMuck RackYour Website
  • 28. Local Strategies• Leverage national / industry coverage• Use NAEBA releases, repurpose for local, offer thought leadership• Releases / tip sheets to local outlets• Op-Ed pieces in local newspapers• Pitch contributed articles• Reach out to bloggers• Write a local blog
  • 29. Emergent SuccessCompany had been involved ingroundbreaking project funded byprestigious organization. Two yearslater foundation that provided grantwas releasing results. Created pressrelease to recap project & results,distributed through Marketwire.Witin one hour contacted by majorhealthcare publication for feature.
  • 30. Dr. KalKalvin Chinyere created aweight loss program thatfocused on low coststrategies to exercise andeat healthy. To launch theproduct and website, apress release was writtenand distributed. Therelease resulted in a CNNinterview with Dr. SanjayGupta.
  • 31. Video
  • 32. Script Your Success • Use video to reach your buyers • Commentary on breaking industry news • Customer case studies • Create a “mockumentary” • Interview other experts (lenders, appraisers, contractors) • Do a series • Be ready for unscripted opportunities
  • 33. How to Market with Video• Digital or video camera• Post to video sharing sites, such as YouTube• Create your own online video channel• Create video blog posts• Invite customers to submit video
  • 34. “Fake” Video Goes created avideo of a guy havingcomputer issues with amessage on the end to goto PCLive. Video wentviral, creating buzz, trafficand coverage by InsideEditionSource:
  • 35. Blendtec’s classsic video has received more than 96 millionviews, and delivered a 700 percent increase in sales
  • 36. Social MediaAmplify, engage and monitor
  • 37. A study from the Yankee Group forSiemens Enterprise Communicationsrevealed that companies who fail touse social media to interact with theircustomers do so "at their own peril.”
  • 38. 70 percent agreed that consumers want accessto company experts and support via socialmedia channels as well as trusting companyinformation provided to them via thesenetworks.Source: CXO
  • 39. A new study revealed that 92% of Americans use multiple platforms to get their daily newsSource: Pew Research Center Internet & American Life Project andProject for Excellence in Journalism.
  • 40. Social media• Amplify news with social media• Blog• Facebook Page• Twitter• Forums, Groups• Multimedia Sharing Sites (YouTube, Flickr)
  • 41. Social and Strategic • Develop a social media plan • Where is your target audience? • Provide valuable resources and information; position yourself as an expert • Engage your audience; ask questions • Reciprocate attention with comments, links • Include social media links in all marketing collateral, make it visible • Monitor what is being said about you • Be social! Engage and respond
  • 42. Create a universal profile
  • 43. Manage your time
  • 44. Daily digest of activities within your network
  • 45. Manage social media campaigns &networks
  • 46. Keep track of key contacts & influencers
  • 47. Manage your Reputation
  • 48. Fence Maker’s Blog Meshes with CustomersCase Study: Fencing supplier Louis E. Page Increally took off when now-owner Duncan Pageadded a blog to the business website. Duncanhimself was surprised to find an article about howto use woven wire fencing to build a horsepaddock attracted more than 1,500 views alone.The result: traffic, media coverage, and an 850%increase in sales leads.Source:
  • 49. Your Media Toolkit• Media calendar (PR, Blog, Event)• Online news room • Bio • Photos, Logos • Background Information • Expert topics • Audio, video clips• Digital / video camera• Waiver forms• Targeted media list
  • 50. “All of us who professionally use the massmedia are the shapers of society. We canvulgarize that society. We can brutalize it.Or we can help lift it onto a higher level.” –William Bernbach