Building Buzz: Collaborating and Connecting with the Media


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  • Why would you blog? You re-inforce the online conversation that you are having on social media sites and on your website. You build trust and a community around your conversation. You can show others that you know what you are talking about and you build a savvier consumer- because you are teaching what you do and how to do it! But how do you build a brand by blogging? What should you blog about?   Your area of expertise and your opinions General industry information News you want to share. How you should blog is by: Taking a leadership role Finding your voice through your brand message and being consistent. By soliciting feedback
  • Writing… A great way to build a brand… Write a book, write articles, blog, and get it out there! Don’t know where to start? AWC has a writers group……talk about it- growing this…
  • Building Buzz: Collaborating and Connecting with the Media

    1. 1. Lucy Rosen SmartMarketing Communications, Inc. 505.293.3553 Building Buzz… Collaborating & Connecting with the Media
    2. 2. What is Public Relations? <ul><li>Informs & Influences </li></ul><ul><li>Communicates with your target market </li></ul><ul><li>Brings your name and your company name before the people you want to reach </li></ul><ul><ul><li>Press Conferences </li></ul></ul><ul><ul><li>Press Parties </li></ul></ul><ul><ul><li>Open Houses </li></ul></ul><ul><ul><li>Grand Openings </li></ul></ul><ul><ul><li>News Releases </li></ul></ul><ul><ul><li>Radio & Television Talk Shows </li></ul></ul><ul><ul><li>Promotional Materials </li></ul></ul><ul><ul><li>Brochures </li></ul></ul><ul><ul><li>Seminars </li></ul></ul><ul><ul><li>Special Events </li></ul></ul><ul><li>and more… </li></ul>
    3. 3. Public Relations (continued) <ul><li>Enhance your image & increases your business </li></ul><ul><li>All about image & relations- </li></ul><ul><ul><li>Peer Relations </li></ul></ul><ul><ul><li>Community Relations </li></ul></ul><ul><ul><li>Employee Relations & Relationships </li></ul></ul><ul><li>There is no limit! </li></ul>
    4. 4. Special Events <ul><li>Enhance your public image </li></ul><ul><li>Heighten your profile in the marketplace </li></ul><ul><ul><li>Seminars </li></ul></ul><ul><ul><li>Workshops </li></ul></ul><ul><ul><li>Fundraising benefits </li></ul></ul><ul><ul><li>Etc… </li></ul></ul><ul><li>Be “out and about” </li></ul>
    5. 5. Creative Graphic Design <ul><li>Creative Graphic Communications – Market your image & make a statement </li></ul><ul><li>Develop a Logo & Collateral Materials that reflect your image, message & theme </li></ul><ul><ul><li>Letterhead, business cards, direct mail materials, print ads, brochures and more… </li></ul></ul><ul><li>Colors, paper, style – Together represent a statement to your market </li></ul><ul><li>Work with a professional & get it right the first time </li></ul><ul><ul><li>Designer </li></ul></ul><ul><ul><li>Agency </li></ul></ul><ul><ul><li>Local Printer </li></ul></ul>
    6. 6. Public Relations = Relating to the Public <ul><li>The public’s perception of who you are </li></ul><ul><ul><li>Your personal image </li></ul></ul><ul><ul><li>The image of your business </li></ul></ul><ul><ul><li>The way you present yourself </li></ul></ul><ul><ul><li>The way your phone is answered </li></ul></ul><ul><ul><li>The people you have working for you </li></ul></ul><ul><li>Probably the most important piece of Public Relations is YOU </li></ul>
    7. 7. Media Coverage <ul><li>Everyone wants it… </li></ul><ul><li>Why should the media be interested in your company??? </li></ul><ul><li>What is unique & exceptional??? </li></ul><ul><li>What's the angle??? </li></ul>
    8. 8. How to Write a Press Release <ul><li>3 inches from top of page, wide margins & double space </li></ul><ul><li>Current date in upper right, release date in left margin </li></ul><ul><li>Name/number of contact person </li></ul><ul><li>End with ### </li></ul>
    9. 9. Press Release (continued) <ul><li>Keep it short – one page optimal, two is max </li></ul><ul><li>State facts, not opinions </li></ul><ul><li>First paragraph – who, what, where, why and when </li></ul><ul><li>Second paragraph goes more in depth </li></ul><ul><li>Include a short, handwritten note </li></ul><ul><li>Include a photograph with caption! Always. </li></ul>
    10. 10. Press Release (continued) <ul><li>Getting a reporter to respond… </li></ul><ul><li>Find a reporter who believes in your cause </li></ul><ul><li>Start a file on similar articles – get to know what reporters like to write about </li></ul><ul><li>If they just did a similar story – maybe they will do a follow up </li></ul>
    11. 11. Press Kit <ul><li>What should go into a press kit? </li></ul><ul><li>A Press Release </li></ul><ul><li>Background information </li></ul><ul><ul><li>About the person you are highlighting/association you are pitching </li></ul></ul><ul><ul><li>A photograph if applicable </li></ul></ul><ul><li>Other articles that have appeared </li></ul><ul><li>A Personal cover letter </li></ul><ul><ul><li>“ Enclosed is the information you requested I will call you next week to discuss if you need additional information” </li></ul></ul>
    12. 12. Press Kit (continued) <ul><li>Call the media outlet first </li></ul><ul><ul><li>If you send it to the wrong person it will never get to the right one & you won’t have the opportunity to connect and introduce yourself </li></ul></ul><ul><li>Follow up in a timely manner </li></ul><ul><li>Be prepared to: </li></ul><ul><ul><li>Pitch the story – Quickly! </li></ul></ul><ul><ul><li>Resend materials </li></ul></ul><ul><ul><li>Possibly not get any response at all </li></ul></ul>
    13. 13. Radio & TV Talk Shows <ul><li>The Best Guests: </li></ul><ul><ul><li>Entrepreneurs – perky & self assured </li></ul></ul><ul><ul><li>Authors – confidence & passion </li></ul></ul><ul><ul><li>Winners – humble and thankful </li></ul></ul><ul><ul><li>Hero’s – audiences need heroes </li></ul></ul><ul><li>The Worst Guests </li></ul><ul><ul><li>Members of Not-for-Profit Groups – they will talk about next Tuesdays bake sale. (Sorry about that…) </li></ul></ul>
    14. 14. Contacting the Producer <ul><li>This is your next step once you’ve decided you are a newsworthy talk show guest </li></ul><ul><li>Know the name of the producer before you call - You can call and ask if you don’t </li></ul><ul><li>Talk to the producer – they decide if you will appear on the show </li></ul><ul><li>Get the name of an assistant producer to use as a standby </li></ul>
    15. 15. Contact the Producer (continued) <ul><li>During your call with the producer Brief and to the point is key </li></ul><ul><ul><li>Identify yourself & your intentions </li></ul></ul><ul><ul><li>Offer some good reasons why you should be considered a guest on the show </li></ul></ul><ul><li>Don’t expect to close the deal the first time on the phone </li></ul><ul><ul><li>If you are asked to send information and told that someone will get back to you – you are in the running </li></ul></ul>
    16. 16. Contact the Producer (continued) <ul><li>Don’t try to over impress </li></ul><ul><li>Don’t lie </li></ul><ul><li>Don’t exaggerate </li></ul><ul><li>If the answer is no - don’t ask them to recommend another show </li></ul><ul><li>If you get interest from a producer you’ll need to get together a media kit </li></ul>
    17. 17. Media Kit <ul><li>A Press Release </li></ul><ul><li>Biography of the person that is going to be interviewed, etc… </li></ul><ul><li>Reprints of articles you have written </li></ul><ul><li>A list of other media appearances </li></ul><ul><li>A picture of the potential guest </li></ul><ul><li>A cover letter mentioning immediately that you are sending information at the request of the producer </li></ul>
    18. 18. Contact the Producer <ul><li>Expect a time lag of 6-8 weeks between your first conversation with a producer and the actual interview </li></ul><ul><li>Don’t get discouraged </li></ul><ul><li>After 8 weeks continue to stay in touch – provide updated materials </li></ul><ul><li>Be persistent without being a pest! </li></ul>
    19. 19. Contact the Producer (continued) <ul><li>Four Questions You Should Never Ask: </li></ul><ul><li>How much time will I have? </li></ul><ul><li>What should I say? </li></ul><ul><li>How should I act? </li></ul><ul><li>What is the station wattage? </li></ul>
    20. 20. Appearance <ul><li>You want to dress effectively & comfortably </li></ul><ul><li>Lights are the biggest challenge – no wool or sweaters </li></ul><ul><li>Males – buy the longest pair of socks you can find, unbutton your jackets & sit on the tails of your coat </li></ul><ul><li>Women – do not wear jangle jewelry or sparkly jewelry </li></ul><ul><li>Avoid shiny fabrics & herringbone – it comes to life </li></ul><ul><li>Do not wear all black & white – you will blend into the background </li></ul>
    21. 21. Promote Your Appearance in Advance <ul><li>You want to reach as many people as possible </li></ul><ul><li>A listing in a local paper can attract dozens of listeners to tune in </li></ul><ul><li>Post on social media sites </li></ul><ul><li>Send out an e-blast announcement </li></ul><ul><li>If you are addressing any group before the interview, tell them </li></ul><ul><li>Mention the interview in your monthly newsletter </li></ul><ul><li>Prime the pump for call in shows – get people to call in and ask questions, give them questions to ask </li></ul>
    22. 22. Pre-Interview Checklist <ul><li>Show up – early – 20 minutes </li></ul><ul><li>If you want a copy of the interview, arrange it in advance </li></ul><ul><li>On the radio – bring a blank tape, ask the studio engineer if he/she can do it for you </li></ul><ul><li>Always bring a set of the material with you </li></ul><ul><li>Be prepared to sign a guest release </li></ul><ul><li>Promote your appearance in advance </li></ul>
    23. 23. Everyone Needs a Little Media Training <ul><li>If you’re not appearing, but it is your job to get your boss on the air – you have to be sure your boss will be a good interview </li></ul><ul><li>The two biggest questions which you should know the answers to are: </li></ul><ul><ul><li>What will you/he/she say? </li></ul></ul><ul><ul><li>How will you/he/she/act </li></ul></ul>
    24. 24. Everyone Needs a Little Media Training (continued) <ul><li>Be yourself </li></ul><ul><li>Pace yourself </li></ul><ul><li>Speak in least common denominators </li></ul><ul><li>Avoid yes and no answers </li></ul>
    25. 25. Pay to Play What’s the deal?
    26. 26. Yeah, We’re Social… We Like Friday Happy Hours
    27. 27. The Real Deal with Social Media <ul><li>Become Visible! Create your own media outlet where your opinions can have an instant means of getting out there </li></ul><ul><li>Social media is brands having conversations </li></ul><ul><li>Connect to local, regional and/or national journalist and publications </li></ul>
    28. 28. Blog <ul><ul><li>Build trust and a community around your conversation: </li></ul></ul><ul><ul><ul><li>Reinforce your conversation </li></ul></ul></ul><ul><ul><ul><li>Show that you know what you’re talking about </li></ul></ul></ul><ul><ul><ul><li>Build a savvier consumer: teach what you do and how you do it </li></ul></ul></ul><ul><ul><ul><li>Direct media to your already published content </li></ul></ul></ul>
    29. 29. Article Marketing Rank Article Directory (URL) 1 2 3 4 5 6 7 8 9 10
    30. 30. Create Great Content <ul><li>Edit yourself mercilessly </li></ul><ul><li>Be succinct </li></ul><ul><li>Be entertaining </li></ul><ul><li>Research and list better (and more) resources </li></ul><ul><li>Don't just promote your site links; share something insightful about your industry or community. </li></ul><ul><li>Consistency and Commitment </li></ul>
    31. 31. For Further Information <ul><li>Contact: </li></ul><ul><li>Lucy Rosen, President </li></ul><ul><li>SmartMarketing Communications, Inc. </li></ul><ul><li>(505)293-3553 </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul>