Presentation to PR Tactics class at Cal State Fullerton in may 2010.

1. Media Relations Overview Then and Now

2. What is Media Relations? Working with the media (reporters, editors, freelancers) to place stories on behalf of your clients or company Building relationships with important reporters and editors Becoming the defacto source of information for those reporters you have built a relationship with Becoming a trusted source for information about a specific industry or topic

3. How to Work With Reporters - Then Step One: Do your research Read the last 5-10 stories they wrote Know the reporters beat (what they cover, their favorite companies to cover, their interests) Use – Media database, read the publication, Internet research, read the reporters bio Step Two: Contact the reporter Use the medium they prefer Telephone E-mail Voicemail Be courteous Ask if they have time to talk now, if not, when can you call back Know your bullet points, you don’t want to waste the reporters time Step Three: Have a conversation Schedule a briefing/interview Remember to send any follow up materials requested Send images upon request (you don’t want to clog the reporters Inbox)

4. How to Work with Reporters – Now Biggest difference between then and now: Many different ways to contact reporters E-mail Phone Blog Social Media: Twitter, Facebook, LinkedIn, other niche social networks The same rules and principles apply Do your research Contact the reporter using the medium they prefer Have a conversation

5. News Cycle Old: Stories were written for a publication to come out the next day/month/quarter Reporters relied on the magazine or newspaper to promote the stories and publication New: Stories are written to immediately post to the publication’s website. Most news outlets write for the web and then the best stories are published in the paper/magazine in the next issue Reporters/editors are becoming marketers. They are responsible for the promotion of the content they create and the number of page views their stories receive. Example: Orange County Register

6. Case Study – Enclarity: Funding Announcement Doubles Weekly Website Traffic Situation: C-round of funding was an opportunity to validate Enclarity’s position in the healthcare marketplace, business community and with peer companies Turned around a news release to be distributed three business days after learning of the funding Goals: Leverage external news about the Federal Stimulus Package’s $20 billion allocation for healthcare IT and position Enclarity as a solution to the existing healthcare data problem Secure coverage with business publications, such as Dow Jones and The Wall Street Journal

7. Case Study – Enclarity: Funding Announcement Doubles Weekly Website Traffic Results: In the four days following news release distribution traffic to Enclarity’s Web site almost doubled its normal weekly numbers Our pre-pitching efforts secured an interview with Dow Jones Venture Wire. Coverage was secured in the following publications: Dow Jones Venture Wire iHealthbeat.com MSNBC.com The New York Times Deal Book blog Orange County Business Journal The Orange County Register Private Equity Hub.com The Seattle Times Tech Report SoCal Tech.com TechFlash.com Xconomy.com

8. Case Study – Enclarity: Funding Announcement Doubles Weekly Website Traffic Comment from the CEO: “This announcement was very important to the company and we are pleased with the amount of coverage we have received. On top of the media coverage we received, we have gained one solid new business lead and received numerous phone calls. WunderMarx did a fantastic job of turning the work around quickly and reaching out to the correct publications on our behalf.”

9. Tradeshows Falls under the realm of event PR Involves many details, including Media relations: Pre-pitching, scheduling meetings, day-of event pitching, follow up pitching Event: Working the show floor, coordinating details of meetings Social media updates during the show Good for getting the pulse of an industry

10. Summary Know your story Know the media outlet and what is important to its readers Know the reporter and what is important to their beat Be courteous, reporters are people too! Have a conversation

11. Let’s Connect Contact Me: Theresa Dreike 714-706-0433 ext. 102 or theresa@remarxmedia.com Web site: www.remarxmedia.com LinkedIn: www.linkedin.com/in/theresadreike Facebook: www.facebook.com/tdreike Twitter: www.twitter.com/prdreamer