Phil Siegel -- Media Works

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A specialist in the art of media relations for over 25 years, Siegel works to ensure that clients remain in the media spotlight. Mr. Siegel has a broad knowledge of consumer and business media, and works to develop stories that will have appeal to editors, reporters, bloggers and producers. In the new media environment, he creates strategies to ensure that clients are using social networks to their maximum advantage.

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Phil Siegel -- Media Works

  1. 1. MediaWorks Phil Siegel Strategic Publicity and Visibility
  2. 2. Background <ul><li>Who I am </li></ul><ul><li>What I do </li></ul><ul><li>What I need </li></ul>Phil Siegel, MediaWorks Publicity Case Study <ul><li>Determine audience </li></ul><ul><li>Develop strategy </li></ul><ul><li>Implementation </li></ul>
  3. 3. Personal Background <ul><li>Can name all Oscar winners 1927-2009 </li></ul><ul><li>Annual reunion with 12 high school friends </li></ul><ul><li>Unapologetic liberal </li></ul><ul><li>Netflix and Tivo have changed my life </li></ul><ul><li>Project Runway, Breaking Bad, Dexter, Glee </li></ul>Phil Siegel, MediaWorks
  4. 4. Work Background: 1984-1991 <ul><li>Supervisor of Media Relations </li></ul>Phil Siegel, MediaWorks
  5. 5. What I Do: MediaWorks since 1991 <ul><li>Creative Strategy </li></ul><ul><li>Visibility </li></ul><ul><li>Radio, TV, Print, Online </li></ul>Phil Siegel, MediaWorks
  6. 6. In other words: <ul><li>Me </li></ul>Media Phil Siegel, MediaWorks Clients
  7. 7. How Do I Do It? <ul><li>Media strategy </li></ul><ul><li>Develop story angles </li></ul><ul><li>Work with producers, editors, reporters, bloggers </li></ul><ul><li>Spokesperson Training </li></ul><ul><li>Produce videos </li></ul>Phil Siegel, MediaWorks
  8. 8. Some Favorite Clients Phil Siegel, MediaWorks
  9. 9. Who Do I Want To Meet? <ul><li>Companies who need external positioning </li></ul><ul><li>Businesses who want to be in the public eye </li></ul><ul><li>Individuals who are afraid to speak publicly </li></ul><ul><li>Leaders needing a visibility strategy </li></ul><ul><li>Programs looking for a new audience </li></ul>Phil Siegel, MediaWorks
  10. 10. CASE STUDY: Bare Necessities Phil Siegel, MediaWorks
  11. 11. Objective: Publicize Bee Blocker Phil Siegel, MediaWorks
  12. 12. Challenge #1: Determining the target audience <ul><li>Bears </li></ul><ul><li>Adventurous Gardeners </li></ul><ul><li>Amateur Honeymakers </li></ul><ul><li>Investors in Pollen Futures </li></ul>Phil Siegel, MediaWorks
  13. 13. Challenge #2: Which info source to target? <ul><li>Berenstein Bears: NY Times Book Review </li></ul><ul><li>Smokey the Bear: ESPN </li></ul><ul><li>Organic Housewives: Food Network </li></ul><ul><li>Zookeepers: Home and Garden TV </li></ul><ul><li>Pollen Investors: Business Week </li></ul><ul><li>Honeymakers Union: Bay Guardian </li></ul>Phil Siegel, MediaWorks
  14. 14. Challenge #3: Developing strategies <ul><li>Create a Honey Tasting Festival </li></ul><ul><li>National Summit of the Radical Bee Movement </li></ul><ul><li>Spokesperson Selection: Winnie the Pooh </li></ul><ul><li>You Tube Video: Surviving Beestings </li></ul>Phil Siegel, MediaWorks
  15. 15. Challenge #4: Pitching Various Story Ideas <ul><li>Editorial Pages: “Is the Latest Fad in Bee Protection Anti-Insect?” </li></ul><ul><li>Entertainment Media: “Bare Necessities to Sponsor a Gentle Ben Retrospective” </li></ul><ul><li>Business Media: “Republicans Fight Stimulus money to create American Bear Suits” </li></ul>Phil Siegel, MediaWorks
  16. 16. <ul><li>MediaWorks partners with clients to develop a strategic visibility plan to communicate with a specific target audience, whether they are lions, tigers or bears. Oh, my. </li></ul>Phil Siegel, MediaWorks Questions?

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