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DIY Public Relations for Speakers and Trainers


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DIY Public Relations for Speakers and Trainers

  1. 1. Engage the media through creative pitches and stories 2012 Engage the media through creative pitches and stories How speakers and trainers can create a buzz in the media Date : 30 July 2012 Speaker : Andrew ChowHow speakers and trainers can create buzz in the media Page 1
  2. 2. Engage the media through creative pitches and stories 2012Synopsis: Public relations is an art every speaker must acquire for publicityand personal branding. While the social media keeps the conversation going,your exposure in the mass media will alleviate your status as the Authority foryour subject matters. Approaching the media is just like dating. We needsome homework, preparation and even scripts at times when we are on theway to becoming media-savvy. Being featured on radio as frequent guest orpanellist allows us to speak to hundreds of thousands. Focusing on yourcontent delivery and interacting with radio hosts in an engaging conversationare great showcases for potential clients listening to you for the first time.Introduction:Media publicity is often misunderstood. It is not advertising or marketing. Itis a subset of branding which a speaker must constantly have in order to gaina bigger mind share in the marketplace.Media relation is both an art and a science. Knowing your basics and addingsome creativity and flair will produce an effective pitch.Understanding what constitutes news and knowing what the media and presswant will give your company a head start in gaining publicity. Having goodpublicity about your product and branding will always enhance the publicperception on their value.There are basically two types of news.  The Hard News, which is primarily basic facts and figure.  The soft news is news of human interest. The press usually prefers news that are :Unusual | Current | Local | Abnormal | Sensation | Socially impactfulHow speakers and trainers can create buzz in the media Page 2
  3. 3. Engage the media through creative pitches and stories 2012Definition: The press likes stories. The media prefers exploring anglesTalk Outline:  Which programs in Singapore radio are suitable for your forte? o Singapore (938live)  Expert view  Ask Michelle Martin. Every Wed 7-8pm.  Need to Know. Mon-Fri, 3-4pm  Body and Soul.  Motivational  A Slice of Life. Mon-Fri, 2-3pm  They are making a difference  Group Interactive  Campus Live. Alternate Friday, 9-10am  Talk Back. Daily, 7-8pm  Raw and Ready.  Conversational  Between Us. Every Monday 10-11pm  Living Room. Mon-Fri, 10-11am  Breakfast Club. Mon-Fri, 7.10-7.30am  Small Talks Big Return. Mon-Fri, 7.50am  Hot Seat.  Business Nuggets  Positive Business Minutes. Once a month  ChangeMakers. o Malaysia (BFM 89.9)  Open For Business (10am weekdays) publicises interesting start-ups  Raise Your Game (11am weekdays) offers personal development opportunities,How speakers and trainers can create buzz in the media Page 3
  4. 4. Engage the media through creative pitches and stories 2012  Techtalk (weekday noons) helps to demystify technology and harness it for business owners  The Resource Centre (1pm weekdays)  How to get make connection with Singapore and Malaysia media o Do your research on media/press related to your field. There are most than 200 magazines, 20 newspapers, 6 TV channels, 20 radio stations, and dozens of online media sites in Singapore alone. Study their target audience profile and collect their email contacts, matching your area of interest. o Issue press release the way you want it to be written. You save the editor a lot of work of editing if you always write it from media point of view. o Start communicating with them even before you have a story. Send them an email once in a while to commend their interview skills, analysis and presentation. Offer yourself as an information centre and they will find you invaluable. When it is your time to pitch a story, they will be inclined to look into it. o Organise a joint event with the media. There are event managers in the media looking for ad event where sponsors are expected to pay a nominal amount in exchange for pre- event publicity, special interview and post-event reporting.  How to propose a talk-show series with the media o Always start small with an overview in an interview. If you are new to a program, the producer/host will need to evaluate your air presence, eloquence and presence of mindHow speakers and trainers can create buzz in the media Page 4
  5. 5. Engage the media through creative pitches and stories 2012 in handling unexpected questions. Once they are comfortable with you, the rest will flow along. o Prepare questions for host with time allocation. Let’s face it, the producers are not your subject experts, most of the time, they would have no clue on what to ask. As a guest, you are required to introduce your topic by giving them a list of leading questions. These must be crafted in a way so that you can introduce your content in a orderly manner for the listeners. o Prepare short and long version of your answers. Your primary answers should be the shorter version giving the host a chance to ask further questions. If you are not the only guest on the show, the long version will come in handy if you wish to showcase your deep insight on the topic. Do it tactfully to avoid fighting for air time during the interview. o Leverage on current hot topics and make a connection to your forte. There is only so much you can talk about your area of specialty. You need to be creative and find new connections between your forte and current hot topics like Managing Generation Y, Corporate Social Responsibility or Internal Branding. It may evolve into a new content altogether and you’ll have another angle. o Create a new survey of at least 100 responses to expound new insights. Any new insight is appealing to the media. If you can create a survey ( ) to explore new findings of something most people are interested in, that discovery will normally get the producer’s attention.How speakers and trainers can create buzz in the media Page 5
  6. 6. Engage the media through creative pitches and stories 2012  Becoming a Regular Guest : How to get invited back on radio over and over again o Mention other topics of interest in the conversation with the host on air. o Remember the host’s professional interest - Recommend other great guests to their shows o Refer other speakers to radio hosts. Increase the pie, start giving others a chance for publicity. It will be returned to you in many folds. o Make your pitch at the very end. o After the interview, fulfil all promises made on air quickly. o Offer to be at the studio even though phone interview is sufficient.  How to build rapport with the producer on air o Enjoy the Conversation, not Conversion  Prepare give-away to listeners.  Continue chatting even when you are off air taking a break.  Be personable, not personal (mention the host name often).  Avoid asking the host for an endorsement or even a testimonial.  Arrive early to have a casual chat with the host.  Alert the host for any potential question you wish to avoid during the show. o During break, interact with your fan on social media like Facebook, TwitterHow speakers and trainers can create buzz in the media Page 6
  7. 7. Engage the media through creative pitches and stories 2012  Invite questions.  Talk about the comments.  Give positive feedback to the host.  How to leverage on post-media interviews for marketing o Share it on social media  Slideshare : Powerpoint (  Podcast : Radio (  Youtube : TV (use animoto to create video from pictures)  Blog : transcript of interview o Spin it back to Mass Media  Send format to other mass media for new pitches.  From radio to TV  From TV to article  From article to radio  Model the format and record your own version  Using your radio interview as a road map, improve on your interview in the remakePreparing for television interview  Dress code o Do not wear bright white, weather map blue, or chrome key blue. o When you are booked for a studio appearance, find out the colour of the set and dress so you dont blend in. o Do not wear contrasting patterns. Wear bold, fashionable ties, but not ones that distract. o Do not wear any shiny fabrics or anything that glares. o Do not wear bracelets. Women should wear pearls instead of shiny necklaces.How speakers and trainers can create buzz in the media Page 7
  8. 8. Engage the media through creative pitches and stories 2012  Gestures and body movement o Use gestures economically to make points. o Too much body movement is distracting. o Every movement is body language and some of it is not good. o Leave your body open and quiet. Both men and women should cross their legs when seated.  Posture o Be in a "state of readiness." Dont slump shoulders or lean back. Keep your torso erect. o Request pillows to help you sit erect if necessary. o Men should unbutton their jackets when seated and remove their tie clip and pens from their shirt pocket.  Eye contact o Dont wear glasses if you can help it. If you have to wear glasses, get non-glare lens or learn how to hold your head when you wear your glasses. o Energy comes from your eyes, so be careful with eye movement. Its usually best not to move your eyes. You will need long stretches of eye contact. Only look at the person who is interviewing you. Hold your eye contact there after you finish a statement.  Tone of voice o Use the right volume to make points and create variety. o Avoid an accent in most cases. o Listen to yourself before you go on. o Slow your speaking rate and enunciate carefully.How speakers and trainers can create buzz in the media Page 8