Getting Noticed

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Two-hour workshop for Chicago Cabaret Professionals group of singers seeking to improve their communications strategy and planning, pitching, press release writing, and giving good email.

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  • Where did that communications plan go? Tell the story about the communications strategy planning workshopReview the Strategic approaches for dealing with
  • Plan for 6 months plus
  • Imagine your audience and what they will askRoleplay, rehearse, build up to the most important news outletsList!Release!
  • Mission statementsGood IntentionsJargon & GibberishBackground informationGeneralities
  • Getting Noticed

    1. 1. Getting noticed<br />Gordon Mayer<br />
    2. 2. CMWho?<br />
    3. 3. Why we communicate<br />Turnout Attendance at an event<br />AwarenessUsually traces back to money<br />AdvocacyBest to engage audience<br />
    4. 4. Where did that plan go?<br />
    5. 5. How long is a strategy? <br />
    6. 6. What are our goals?<br />
    7. 7. Who are our audiences?<br />
    8. 8. What are our messages?<br />
    9. 9. Crafting an elevator speechWho we are, in less than 2 minutes<br />Hi! My name is _____ and I’m a … <br />You know how… (problem)<br />Well, what I do is…(feature)<br />So that …(benefit)<br />I’m kind of like …(metaphor)<br />Feature: the physical traits or description of what you do<br />Benefit: a feature translated into a member’s satisfaction. What do the members get because of what you do?<br />Metaphor: a comparison that can be funny or startling; goal is to make your work familiar.<br />
    10. 10. Package<br />1. Package<br />
    11. 11. 2. Practice<br />http://bit.ly/newsrelease<br />
    12. 12. 3. Pitch<br />“Do youhave aminute<br />for meto pitch<br />youa story?”<br />
    13. 13. The subject line<br />The most important part of the pitch<br />Need to make most impact in fewest words<br />Competing with spam<br />Balance between playing it straight, using humor or shock value<br />
    14. 14. Huh???<br />“Party like it’s 4701”<br />(for airfare sale to Asia, by student travel company)<br />Result: Atlanta Journal-Constitution coverage<br />“Laps with Led Zeppelin”<br />(for snorkel with attached radio)<br />Result: Dallas Morning News, Wash. Post coverage<br />
    15. 15. Playing into media mindset<br />“Another annoying COMDEX request”<br />(for technology company trying to set up meetings at big trade show)<br />Result: Tech execs totally booked for show<br />“PR flack run down by bus!”<br />(pitch for company promoting hospital emergency-room efficiency)<br />Result: Boston Globe interview<br />“Not-so-hot story idea”<br />(pitch for an infrared sauna that was cooler than standard saunas)<br />Result: New York Post coverage<br />
    16. 16. Sex sells (surprise, surprise)<br />“Texas Sodomy Imminent”<br />(for PFLAG, highlighting end of TX sodomy laws)<br />Result: Wall St. Journal, N.Y. Times, AP<br />“This month’s pin-ups”<br />(for “pinning” ceremony held at nursing school)<br />Result: NYC regional media coverage<br />
    17. 17. Fun<br />“How many students does it take to change a light bulb?”<br /> (pitch for American U. programs to teach basics of home repair to students)<br /> “Would you like to replace your ex-husband with a plant?”<br /> (pitch for photographer who digitally restores old photos)<br />
    18. 18. Huh??? (round 2)<br />“Do cats need e-mail accounts?”<br />(for cat owners’ Web site)<br />Results: MSNBC, Wall St. Journal, USA Today<br />“Stevie Wonder, Dick Cheney and a Volvo”<br />(for Inventors’ Hall of Fame)<br />Results: L.A. Times, AP, SF Chronicle<br />“47% think it’s OK to use cell phone in bathroom”<br />(for Sprint PCS survey on cell-phone etiquette)<br />Result: Several radio placements<br />
    19. 19. The spam problem<br />Newsrooms have spam filters, but reporters don’t know how to use them<br />Innocent words can trip filters: “free,” “money,” “check,” “cash”<br />Action verbs, like “buy,” “save,” and “get” cause problems<br />List of “trigger” words at:<br />http://www.wilsonweb.com/wmt8/spamfilter_phrases.htm<br />
    20. 20. If it’sthat easy,why isgettingnewscoverage so hard?<br />
    21. 21. Tomakenews,youneedto doorcreate something<br />Man bites Dog, Peter Blapps, from flickr<br />
    22. 22. Like what?<br />Identifying a Problem<br />Finding a Solution<br />Creating a Conflict<br />Making a Fresh Start<br />Doing Something New<br />Doing Something Unusual<br />
    23. 23. Not these<br />“mission statement” by Ecastro, from flickr<br />
    24. 24. 6 types of media stories<br />Oh No!...disaster, tragedy, bad news<br />Yes!...victory, agreement, improvement<br />Wow!...extreme, unique event<br />Hmmm!...thought-provoking, stimulating<br />Rituals...opening days, funerals, birthdays<br />News You Can Use...helpful information<br />
    25. 25. The alternatives may be better<br />http://bit.ly/cmwethnic<br />Community news<br />
    26. 26. Thank you!<br />Get found online!<br />Add your group to our directory at www.communitymediaworkshop.org<br />And fan us on Facebook! <br />www.facebook.com/ communitymediaworkshop<br />

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