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Romancing the Media for your Business


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Romancing the Media for your Business

  1. 1. Romancing the Media for Your Business 2011 1
  2. 2. Romancing the Media for Your Business 2011 2
  3. 3. Romancing the Media for Your Business 2011 Content About the Author Mass Media 1. Understanding media and publicity for your business 2. How to maintain a positive relationship with the media and press? 3. Effective Crisis Management Skills 4. About Press Release and Media Alert 5. Preparing for Radio interview 6. Preparing for TV interview 7. The Art of Pitching 8. Organising a Press Conference 9. A final word on Effective Media management (part 1) 10. A final word on Effective Media management (part 2) Social Media / New Media 11. Introduction to Social Media or New Media 12. Interesting statistics about Social Media for your business consideration 13. The ROI of Social Media : Is it measurable? 14. 10 Keys to Social Media success 15. 5 phases of Strategic approach to Social Media 3
  4. 4. Romancing the Media for Your Business 2011 16. Overview of social media tools & Linkedin 17. Using Facebook for Business 18. Social Media File-sharing tools (Part 1) 19. Social Media File-sharing tools (Part 2) 20. Social Media Publishing Tools 21. Social Media Collaboration Tools 22. Conclusion Summary of Learning Objectives for Mastering Social Media Leverage How to connect with Andrew Chow? 4
  5. 5. Romancing the Media for Your Business 2011 About the Author Andrew Chow is a certified Life Coach, Entrepreneur, Speaker, Author and Modern Match Maker. He won the Spirit of Enterprise Award in 2008 and Successful Entrepreneur Award in 2010. Andrew graduated from Thames Valley University and had more than 130 interviews and features about him and his business since 2005. During the same period, numerous valuable experiences are drawn from managing the press and media (Channel News Asia, News 8, 938Live, Business Times, Zao Bao, Berita Harian, Today, The New Paper, My Paper, STOMP, FEMALE, HER WORLD, PEAK, SHAPE, Lifestyle, etc). Andrew is also one of the choice interview candidates for Singapore lifestyle among foreign media like Canadian TV, Swiss Radio, German TV, AFP. Riding on wave of Social Media, he has successfully founded 4 social networking portals with more than 12,000 profiles for social and business networking. 5
  6. 6. Romancing the Media for Your Business 2011 Andrew is able to develop Social Media courses under WSQ framework by The Workforce Development Agency (WDA), and a regular speaker at business meeting organised by SACEOS, SCCCI and regional conferences. Specialties:  Forging of Strategic Alliance  Sponsorship Management  Creation of new business models  Strategic Marketing & Sponsorship Management  Certified Exhibition Organiser  Certified NLP Practitioner & Life Coach - Enneagram  Profiling - Hypnotherapy - Timeline Intervention  Public Relation Practitioner Media Management  Training Seminar Organisation & Planning Trade Show Management  Life Coaching  Personal Branding  Creation of Social Networking Portal 6
  7. 7. Romancing the Media for Your Business 2011 1. Understanding Media and Publicity for your business a. Many small and medium enterprises do not really understand how to work with the media to generate buzz and publicity. They often have a misconception that the media publicity is exclusive to big companies having huge budget for public relation specialists providing strategic counsel. b. Media relation is both an art and a science. Knowing your basics and adding some creativity and flair will produce an effective pitch. c. Understanding what constitute news and knowing what the media and press want will give your company a head start in gaining publicity. Having good publicity about your product and branding will always enhance the public perception on their value. d. There are basically two types of news. The Hard News which are primarily basic facts and figure. 7
  8. 8. Romancing the Media for Your Business 2011 The soft news is news of human interest. The press usually prefer news that are : i. Unusual ii. Current iii. Local iv. Abnormal v. Sensation vi. Socially impactful A Public relation practitioner once told me that if all else fail, there will always be three issues which are of interest to the media. They are MONEY, Sex and HEALTH. e. The press and media are powerful stake holders of your business. The press usually likes to develop a story while the media prefer to explore different angles. For example, there is no story if you announce to the press that your company is celebrating its 20th anniversary this year. However, if your company plan to denote 20 million to charity to celebrate its 20th anniversary, it will be a big story! 8
  9. 9. Romancing the Media for Your Business 2011 9
  10. 10. Romancing the Media for Your Business 2011 2. How to maintain positive relationship with the media and press? o Compile a list of journalists and reporter contacts and develop friendship with them. Try to remember their professional interest in their work and seek to be a resource information centre for other contacts. Be truthful about the quality of a story and its sources. Always give reporters special access to you by releasing your personal mobile number. Send them an email once in a while you see their features published. o The common mistake newsmakers make in dealing with reporter is to insist on a perfect story to advocate your position. The reporters’ job isn’t to protect your reputation or advance your career. Do not expect them to ask you questions to help you to say what you want to say. o All reporters want to produce a professional story, accepted by their editor and audience with a specific angle. Understanding their job will enable you to 10
  11. 11. Romancing the Media for Your Business 2011 build rapport with them and pave the way for media pitching. o Know your rights with the media will be helpful. Always remember you have the right to be treated with respect. You can refuse to answer any personal questions. You have the right to be quoted accurately. Always repeat your key messages if there is a need to. You have the right to determine when and where you will be interviewed. 11
  12. 12. Romancing the Media for Your Business 2011 3. Effective Crisis Management Skills o No company will ever be fully prepared for any crisis to their business. The key is to develop a standard contingency plan to keep the public informed through the media on how they handle the crisis. o There are Ten Questions a Reporter Will Want to Know in a Hard News Situation: - What happened? - Why did it happen? - Was anyone injured or affected from it? - Could this have been prevented? - Has this ever happened before? - Currently, what are you doing about it? - When will the problem be solved? - How will you prevent this from happening again? - Did you know this was going to happen? - What would you like to say to those affected? 12
  13. 13. Romancing the Media for Your Business 2011 o Have a designated person in your company to answer questions from the press. In an extreme crisis situation, the CEO or the Chairman of the company should preferably be the main spoke person in order to project an honest and open attitude. o When dealing with reporters from the tabloids, please ensure you handle tricky questions carefully. Never release information which you “off the record”, it will be published. Avoid being put into a situation which you have to answer a YES or NO. Be prepared for open ended questions and prepare a Frequent asked Question (FAQ) list. a. Try your best to avoid having negative press publicity. The negative impact will remain in the minds of the public for a long time. Always remember if bad press happen once is an incident. If it happens twice is a coincidence. If it happens 3 times, it has a pattern! Having it 4 times, it has become a lifestyle! 13
  14. 14. Romancing the Media for Your Business 2011 4. Preparing your Press Release / Media Alert A press release brings information to the attention of the press and broadcast media, and in turn the public, generating publicity. The following guidelines should help you on your way.  Include basic information. The release should answer the questions: who, what, when, where, why and how.  Get your story across early. If your first sentence or paragraph is obscure, complicated or boring, journalists probably won't bother reading on.  Keep the release concise - one side if possible, and no more than two.  Avoid jargon, acronyms and abbreviations unless they are generally well-known by your target audience.  Include quotes - draft them yourself if need be, but always get them approved!  Don’t make misleading statements.  Make sure your subject and style suit the target audience. 14
  15. 15. Romancing the Media for Your Business 2011  For events, give a precise timetable and location, including clear information on any opportunities for photos and interviews in a 'Note to Editors' at the end of the release.  Give the release a short title. The purpose is to attract interest so make it clear and self-explanatory.  Put the date on the release.  Always include a contact name and phone number, an email and web address for further information.  Use double or 1.5 lines spacing to make the release easier to read.  Check with all those involved for factual accuracy.  Check spelling, grammar and punctuation. 15
  16. 16. Romancing the Media for Your Business 2011 5. Preparing for Radio Interview Before the Interview o Practice both long and short answers o Submit a list of suggested questions to the producer or host of the show o Obtain a volume control for your telephone (Any Radio store for $20.00) o Learn how to turn Call Waiting off on your phone o Arrange for your own callers to participate The Day of the Interview o Turn off the ringer on other telephones near you o Have a glass of water nearby o Arrange your notes on your desk so that they can be easily accessed o Perform mental and physical relaxation exercises 16
  17. 17. Romancing the Media for Your Business 2011 During the Interview o Speak in a normal conversational voice, but display enthusiasm o Be creative by providing useful information, revealing new information, or using memorable words or phrases o Limit your answers to less than five sentences. o Avoid using filler words (Umm, well, like, you know, really, etc.) o Concentrate on the interview process to anticipate the upcoming moments o Do not speak too much, leave room for the interviewer to ask questions. It’s his show after all, not yours. o Make your "sales pitch" only at the end of the interview. o Repeat all numbers, addresses, URLs, etc. After the Interview o Send the producer and host a written thank-you note 17
  18. 18. Romancing the Media for Your Business 2011 o Follow up on any promises made on-air to listeners o Remind the producer of your interest in being a guest again 18
  19. 19. Romancing the Media for Your Business 2011 6. Preparing 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 that you don't blend in. o Do not wear contrasting patterns. Wear bold, fashionable ties, but not ones that distract. o