DealPro Media Training/PR  Webinar
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DealPro Media Training/PR Webinar

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DealPro Media Training/PR  Webinar DealPro Media Training/PR Webinar Presentation Transcript

  • Savings.com DealPro PR/Media Training
    Presented by Emanate
    March 30, 2011
  • Agenda
    Media types – broadcast, online, social media, short and long-lead media
    Pitching Basics
    Email Subject Lines – How to Stand Out
    Conversations with Media
    Broadcast Basics
    Media Momentum – Maintaining Relationships
    Key Moments-in-Time
    Questions
  • Media Types
  • Pitching Basics
    4
  • Email Subject Lines – How to Stand Out
    Ask yourself:
    • Would YOU open this email from a complete stranger?
    • Does this sound interesting enough to open?
    • Does this sound like spam or junk mail?
    Crafting subject lines:
    • Be short and snappy
    • Provocative but not trashy
    • Relevant and newsy
    Samples:
    • Fun and Frugal Mother’s Day Gift Ideas from [Insert Your Website]
    • [Insert Your City] Resident Offers Top 10 Ways to Save on Summer Travel
    • Rising Gas Prices – Tips on Saving at the Pump (Or any attention-grabbing subject line relevant to the current hot topic you are addressing)
    5
  • Conversations with Media
    6
  • Broadcast Basics
    The 4T’s
    • Topic
    • Time
    • Tone
    • Title
  • Reaching Out to Local Broadcast
    Who to Contact at Broadcast Stations:
    Every broadcast station has an assignment desk and a planning editor
    Generally you can look up your local broadcast station’s assignment desk phone and email by visiting their website (or feel free to reach out to Emanate if you need help). You can start off by sending the assignment desk an email and then following up via phone
    For future stories (for example, you’re pitching yourself for an on-air segment about saving on summer travel), you can reach out to the planning editor first who usually handles guest bookings and other non-breaking news stories. Call the assignment desk to obtain that person’s contact info.
    Broadcast newsrooms are very busy environments so its even more pertinent for you to be straight to the point when calling assignment desks. Try to keep their newscasts in mind (if you’re calling during their morning newscast, noon newscast, etc., they might not be as attentive to you)
    Most broadcast stations also have a consumer reporter. This person is also a good person to pitch yourself to as they often cover bargain/money-saving topics.
  • Media MomentumKeeping the Conversation Going
    • Read the journalist’s writing
    • Follow their twitter feed
    • Provide sources and story ideas
    • Check-in every so often
    • Invite them out for coffee or lunch
    • Congratulate them on a promotion
    • Remember their birthday
  • Key Moments-in-Time
    Key topics media tend to cover:
    • Earth Day (April 22) – Tips on being green and saving money
    • April – Financial Literacy Month
    • Saving on travel – particularly during peak months such as Memorial Day Weekend, Fourth of July, Labor Day Weekend, holidays
    • Mother’s Day gift ideas
    • Dads and Grads gift ideas
    • Saving on Back-to-School
    • Holiday shopping (media usually start researching these stories as early as October, so start reaching out to your local paper or news station as soon as possible)
  • Questions