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Creating a 'Buzz' and Making News


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This presentation for the Virginia Master Gardener College on June 24, 2011 showed Master Gardener volunteers how to market their programs and services. They learned how to begin with an end in mind, …

This presentation for the Virginia Master Gardener College on June 24, 2011 showed Master Gardener volunteers how to market their programs and services. They learned how to begin with an end in mind, select appropriate tools, recruit "raving fans," develop relationships, build community, and be successful.

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  • 1. Creating a ‘Buzz’ and Making News
    Lori Greiner, Communications Manager, @lgreiner
    Michael Sutphin, Writer, @michaelsutphin
    Master Gardener College, June 24, 2011
  • 2. Overview
    Begin with an end in mind
    Select your tools
    Recruit “Raving Fans”
    Develop relationships
    Build community
    Keys to success
  • 3. Begin With An End In Mind
    What does success look like?
    Who are you?
    Who is your audience?
    Who is your competition?
  • 4. Select the Appropriate Tool
    Traditional Media (newspapers, T.V., radio)
    Social Media
  • 5. Be A Story Teller
    Be a story teller.
  • 6. Create Raving Fans
    Provide exceptional products and programs
    Serve the needs of your clientele
    Provide good customer service
  • 7. Newsletters
    Direct Mail
  • 8.
  • 9. Working with the Media
  • 10. News is…
    Affects many
    What journalists decide it is
  • 11. Who are the reporters?
    Short on time
    Friendly people who are not necessarily your friend
    Smarter than you think
    And less knowledgeable
  • 12. What reporters want is pretty simple…
    A good story
    Good quotes
    Your respect, not necessarily your affection
    The feeling that they understand the issue after 20 minutes as well as you do after two years
  • 13. How do we get in the news?
    News releases
    Reporter queries
    Video Releases
    Radio spots
  • 14. Why build relationships with reporters?
  • 15. What’s your news?
    Write down what you are an expert in.
    Describe in a sentence why someone should care.
    Try to tie it with a newsworthy issue.
  • 16. Media Examples
    How To - Planting a water garden
    Community Service – Flower power
    Community Service – Flag Park
    Promotion/Event – Garden Walk
    Community Service – New Project
    Recruitment – Join Master Gardeners
    Column – Feed Your Garden Well
    Event – Butterfly House
  • 17. Do your homework
    Make yourself media savvy — listen, watch, and read.
    Find out what stories are being covered so you can offer related stories.
    Read the paper and identify special sections or columns you can tap.
    Learn the names of local reporters and the subjects they cover.
  • 18. Pitch a Homerun
    Think beyond your own news
    Target the right reporters
    State the facts
    Time it right
    Offer photos, charts, and other resources
    Get excited
  • 19. Create/link page on local VCE website
    Keep it up-to-date
    List keep contacts
    List upcoming events & programs on county calendar
    Make sure your site it useful to your clientele
  • 20. Website Examples
    Heart of Virginia Master Gardeners
    Northern Shenandoah Valley Master Gardeners
  • 21.
  • 22. What is Social Media?
    Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue.
    - Wikipedia
  • 23.
  • 24. Why be social?
    It is where everyone is.
    Build community and engage your audience.
    It is no longer about talking, it is about conversing.
    Social media is the new local.
  • 25. How do you start?
    Social Media is a tool not a strategy
    Develop a plan with a goal mind
    Select the appropriate media
  • 26. Launched February 2004
    More than 600 million members
    All-in-one social networking service (profiles, events, photos, etc.)
    Building conversations through status updates, comments, and “likes”
    Pages vs. groups VirginiaCooperativeExtension
  • 27. Microblogging site launched July 2006
    An estimated 200 million members
    Messages, called tweets, of 140 characters or less
    Join conversations through replies (@), retweets (RT), and hashtags (#)
  • 28. Video sharing site launched February 2005
    Purchased by Google November 2006
    Anyone may watch videos, and registered users may upload unlimited videos
    Channels allow users to create video blogs
  • 29. YouTube Examples
    Loudon County
    Farm Bureau – Virginia Master Gardeners
    Prince William – Master Gardener Minutes
    Prince William – Master Gardener Minutes
    County Converstations
  • 30. How to Be Successful
    Post regularly with high quality content
    Use visuals
    Ask questions
    Master one tool at a time
    Be transparent, accurate, mindful and respectful
  • 31. Keys to Success
    Keep it simple
    Consistency in messaging
    Consistency with look
    Master Gardener Logo
    Virginia Cooperative Extension Logo
    Don’t forget to share your successes
  • 32. How to Reach Us
    Lori Greiner, Communications Manager
    (540) 231-5863
    Michael Sutphin, Writer
    (540) 231-6975