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Broadreach Public Relations Presented by Greater Portland CVB
- 2. CREATING POSITIVE PRESS OUTCOMES GREATER PORTLAND CONVENTION + VISITORS BUREAU 34TH ANNUAL MEETING MARCH 2, 2016 Linda Varrell, APR Broadreach Public Relations lindav@broadreachpr.com
- 3. 3 A New Reason To Visit Maine: The Press Hotel In Portland August 24, 2015 We’ve seen the bank hotels and the prison hotels and more warehouses-turned-industrial-chic hotels than we can count. I’ve even stayed in the onetime meat locker of a sheep-processing plant. The cool new Press Hotel in Portland, Maine, is a novel one, at least to me: the first newspaper office I’ve slept in (not counting that night on the couch in my college newspaper’s office). And unlike some other repurposed- historic-building hotels, whose design ignores the past or turns it into a goofy gimmick, this one gets the nostalgia formula right. … The Press Hotel lobby, courtesy of Hotels.com.
- 4. Today’s Session • Understand what positive press is and its value to your business. • Determine what constitutes “newsworthiness.” • Know how to reach out to media outlets, generate and leverage positive press outcomes to achieve your business goals. 4
- 5. Positive Press & Its Value What is positive press? 5 Food & Dining Travel & Hospitality Events
- 6. Positive Press & Its Value Positive and negative press are two sides of the same coin. “Filling the well” with positive press will fortify your business to weather the storm when (not if) negative press hits. 6
- 7. Positive Press & Its Value 7
- 8. Positive Press & Its Value 8
- 9. What Is “Newsworthy”? What does “positive press” look like to you? To your business? 9
- 10. What Is “Newsworthy”? Every business decision can result in opportunities for positive press. • Expansion / Job Creation • Employee Achievements • New Hires • Events • New Products • Donations & Community Involvement 10
- 11. What Is “Newsworthy”? REMEMBER: Everything has an angle… …you just have to find it. 11
- 12. What Is “Newsworthy”? REMEMBER: Everything has an angle… …you just have to find it. 12
- 13. What Is “Newsworthy”? REMEMBER: Everything has an angle… …you just have to find it. Hire a new chef? 13
- 14. What Is “Newsworthy”? REMEMBER: Everything has an angle… …you just have to find it. …or hire a new Chef? 14
- 15. What Is “Newsworthy”? REMEMBER: Everything has an angle… …you just have to find it. 15
- 16. Outreach, Leverage & Outcomes Understanding the Media: Print 16 • Longer lead times than broadcast outlets. • Have beat reporters who focus on specific topics. • Emphasis on facts, as well as emotion and surface information. • Can handle somewhat more complexity. • Publish annual editorial calendars showing content focus areas throughout the year. • With shrinking resources and more demands from online, print reporters are taking on more of the characteristics of broadcast reporters.
- 17. Outreach, Leverage & Outcomes Understanding the Media: Broadcast 17 • Typically much shorter lead times than print • Always subject to breaking news. • Focused on emotion; stories must have a visual/sensory component. • Broadcast reporters wear many hats and tend to be less focused on specific topics. • Reporting tends to be more simplified and brief. • Just as technology has changed the nature of print, so has it transformed broadcast, with reporters taking to social media to share breaking news and content off-air.
- 18. Outreach, Leverage & Outcomes Understanding the Media: Audiences Business Name Customers & Clients Vendors & Suppliers Neighbors Town & Chambers of Commerce Industry Partners PressPress Print Television Radio Blogs & Social 18
- 19. Outreach, Leverage & Outcomes The Tools: Press Releases 19 … No, they’re not dead!
- 20. Outreach, Leverage & Outcomes The Tools: Press Releases… No, they’re not dead! 20
- 21. Outreach, Leverage & Outcomes Contact Info Headline Quote Boilerplate Logo Body Lead 21
- 22. Outreach, Leverage & Outcomes The Tools: The “Sales” Pitch 22 Subject: [Personalize when possible, otherwise keep clear, succinct, and catchy] Good afternoon Bob, [Two sentences hooking Bob into the story – perhaps tying in a recent story he’s written; a key statistic; mutual acquaintance; others?] [Call to Action – What do you want the editor, reporter to do?] Thank you for your consideration, Linda
- 23. Outreach, Leverage & Outcomes The Tools: Business Assets 1. Branding – Logo, Boilerplate, etc. 2. Multimedia– Photos, Videos, Podcasts etc. 3. Marketing – Brochures, One-pagers, etc. 23
- 24. Outreach, Leverage & Outcomes The Tools: Relationships 24 • Food critics / reviewers • Economic development associations • Industry associations • Chambers of Commerce • Vendors / B2B • Customers (word of mouth)
- 25. Outreach, Leverage & Outcomes Leveraging Earned Media for Organic Growth P.O.P.E. 25 Not this one….
- 26. Outreach, Leverage & Outcomes Leveraging Earned Media for Organic Growth Publish Once Push Everywhere 26
- 27. Key Takeaways 1. Creating positive press outcomes is about building foundations to grow your business. 2. It prepares you for when things go wrong, as lots of good news tends to dilute bad news when it happens. 3. Creating positive press outcomes is not exclusive to professionals – you can do this yourself!* *However, the process is repetitive and time-consuming, and having the expertise and resources of an agency provides its own level of benefits and success. 27
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- 29. THANK YOU Linda Varrell, APR President | Founder lindav@broadreachpr.com (207)-619-7350 Let’s Connect 29