DIY PR – it's a thing. PR is a challenging topic for startups and established companies alike. With over 20 years of experience in public relations, Paul Wilke, founder and CEO of Upright Position Communications, discusses best practices to identify how best to increase your company's visibility in the marketplace in an efficient and effective manner.
The document provides guidance on how to write an effective press release, including choosing a clear key idea, answering the basic journalistic questions of who, what, when, where and why or how, and properly formatting and distributing the release to local, regional or national media outlets in print, television or radio formats. It also offers tips for following up with media and determining appropriate topics that could be covered in a press release, such as a unique story, new product, event, office change or new hires.
The document discusses strategies for expanding clients and continuing sales after an initial sale. It focuses on understanding customers' needs and perspectives, as well as cultural differences, in order to avoid and resolve problems. Case studies are presented to illustrate how to properly identify clients' true needs and sell solutions rather than just products.
Making It Sticky: how to effectively Present your Ideasvinamaria
The document discusses how to make ideas stick by keeping them simple, unexpected, concrete, credible, emotional, and telling stories. It suggests focusing on the one best reason instead of many reasons, breaking patterns to surprise audiences, using concrete details and statistics to engage audiences, appealing to emotion by understanding what audiences value, and using stories which are easily remembered. The key to making ideas stick is using principles of simplicity, unexpectedness, concreteness, credibility, emotion, and storytelling.
This document discusses strategies for expanding existing clients and closing additional sales. It focuses on understanding the customer perspective and their needs. The key points covered are lead generation, presales, closing deals, and providing post-sales support. Case studies are presented to illustrate common client situations and how to successfully work through challenges that arise. An overarching message is that the goal should be solving customers' problems rather than just selling solutions.
This document provides guidance on writing effective press releases, including recommended formatting, elements, tips, and an example. An effective press release should follow a standard format, with contact information, date, and headline at the top. The first paragraph, or lede, should concisely summarize the news in an engaging way. Additional paragraphs should provide relevant details in a tight, scannable format. Quotes and mission statements can strengthen the message. The goal is to inform an audience and make the information newsworthy within one page.
This document provides guidance for startups on public relations without an agency. It discusses how to build an early PR strategy by linking PR to business objectives and target audiences. Key recommendations include researching media outlets and competitors, defining your company's story, and remembering that journalists deal in stories. The document also covers how to be a great spokesperson through preparation, finding your voice, different types of interviews, and rules like using flags and bridging techniques to stay on message.
Ask Without Fear! Powerful Secrets To Help Fundraisers Handle ObjectionsBloomerang
Are your board members beating down your door with new donors, eager to ask them for money?
Join Marc Pitman and Jay Love for a discussion on asking for donations and dealing with objections. Marc will draw on his years of experience to present simple & effective fundraising ideas to help you raise lots of money, and Jay will offer best practices in donor retention to make sure you hold onto those supporters!
North Shore Community College - Vistaprint PresentationJeff Esposito
Vistaprint is an online provider of marketing products and services to small businesses with 1-10 employees. It was founded in 1995 and operates websites in 24 countries, serving over 9 million customers annually. The document provides tips from Jeff Esposito, Vistaprint's PR Manager, on developing a successful social media strategy, including experimenting, listening to customers, being truthful and professional, measuring engagement, and using social media to strengthen customer relationships.
Marketing a Channel Business in TransformationMojenta
The document summarizes a marketing presentation by Angela Leavitt and Brian Leonard of Mojo Marketing. They discuss strategies for understanding target audiences, positioning a brand, capturing attention and building trust. They emphasize identifying customer pain points to develop effective messaging that addresses those pains. They also discuss niche marketing and customizing offers and messages for different target market segments.
The document discusses developing a creative mindset and focusing on ideas rather than how to execute them. It emphasizes that people buy why you do something, not what or how you do it. Several examples are given of focusing on ideas and why an organization exists over details and features. Developing passion and grit is highlighted over experience alone when hiring. The importance of thinking differently and pushing boundaries is stressed.
The document outlines a formula for real estate agent success in 2015 that involves focusing on relationship building and daily activities to increase visibility and interactions with clients and potential clients. It recommends agents perform 7 simple daily and weekly activities, like writing personal notes, focusing on contact lists divided into those ready to buy/sell and those who may buy/sell, and conducting real estate reviews and interviews. Implementing these low-effort high-impact activities consistently is presented as a path to higher income through more transactions.
The document summarizes a presentation on missionizing special events for nonprofits. The presentation discusses four types of events: [1] the classic Point of Entry event and derivative events, [2] a Free One-Hour Ask Event, [3] a Free Feel-Good Cultivation Event, and [4] a Point of Entry Conversion Event. It provides details on the purpose, format, frequency and scripts for each type of event to effectively engage attendees and solicit donations while upholding the nonprofit's mission.
Innovation Women - Build Your Resilience with Positive Thinking ToolsInnovation Women
Are you struggling to keep a positive mindset as you are running your business, finding personal peace, enjoying your relationships, and/or being a homeschool teacher? I have news for you! There are simple strategies that you can do on a regular basis that can build your resilience to combat negative emotions, which will result in a better sense of life and work fulfillment. In this webinar, you will learn how to develop a positive mindset and activities that you can do to build your resilience in a time when we need it most.
You’ll learn:
Three factors that affect our ability to be resilient if we let them overtake us.
Three positive thinking strategies to combat those factors.
Three simple activities that you can do right away to increase your positivity and optimism on a daily basis.
This document outlines the key steps to running a successful influencer marketing campaign, including finding influencers, developing campaign content, negotiating budgets, measuring success, and identifying warning signs. The main points covered are researching influencers to find the right fit, approaching influencers respectfully, developing ideas that sell a message rather than just a product, and establishing clear metrics like costs per engagement to measure the campaign's effectiveness.
Digital Gaggle | Social Media Conference March 2017 | Holly Edwards 'Size Doe...Noisy Little Monkey
At the latest Digital Gaggle conference, Holly Edwards (Digital Account Executive at Noisy Little Monkey) spoke about the rise of the micro-influencer in 2017. Looking to promote your brand on social media using influencers? This talk will tell you exactly how to go about doing it.
Thank you for the summary. Here are a few thoughts:
- Focus on the key ideas and avoid directly copying text from the source. The summary should convey the essence without being a verbatim restatement.
- Keep it concise - aim for 3 sentences or less as requested. More detail was provided than needed for a high-level overview.
- Use your own words and sentence structure rather than directly paraphrasing long passages.
- Consider including only the most relevant ideas and examples rather than trying to summarize every point comprehensively. The goal is a brief high-level takeaway.
I hope these suggestions are helpful for crafting effective summaries going forward. Please let me know if you have any other questions
This document provides social media marketing tips and best practices for businesses. It recommends focusing social media efforts on the platforms most used by your target customers, such as Instagram for those aged 25-35 and Facebook for those 45-55+. It also recommends claiming and regularly updating your Google My Business and other directory listings, using a content calendar to regularly post engaging content, and actively soliciting online reviews to build trust and credibility. The key is meeting customers where they are already active online and providing value through your social profiles and website.
PR is a challenging topic for startups and established companies alike. Many companies dabbling their toes in the PR waters seem to get frustrated with the results they receive. This is often due to the expectation that PR yields immediate results in ways that are unlikely and often unattainable. Unfortunately, this can lead to a company scaling back on PR efforts before they’ve had a chance to make an impact. It doesn’t have to be this way.
Speaking to reporters can be daunting, even for CEOs and founders who've done it dozens of times. Each interview takes a certain amount of preparation and practice to make sure your messaging is on point for a given reporter's beat and area of interest.
But, with a little preparation and some practice scenarios, even the most timid among us can be become experts are briefing the press.
To get started, take a look at Media Training 101.
While writing a press release the main points that we should kept in mind is the human interest. Human interest can be gain by adding by adding scandals, stories etc. Your press release must be summarized, written in simple words. http://www.helpinessays.com/people-to-write-papers.html
On June 24th Chris Hershey led a seminar on strategic communications at the 2nd Annual Summit for Nonprofit Leaders, sponsored by the Orange County Funders Roundtable. A copy of her presentation can be viewed here.
Bridgett Gutierrez presented on becoming "beyond reproach" and managing reputation. She discussed what it means to have a flawless image and reputation through consistency, transparency and building community trust. Examples were given of Dwayne Johnson and Hope West's positive and negative publicity. Types of crises were outlined along with tips for responding to bad reviews, controlling the narrative, and conducting media interviews. A 10-step crisis communications checklist was provided covering areas like holding statements, monitoring media, and reputation repair strategies.
The Role of Storytelling in Community and Economic Development
Jolene Schalper, Senior Vice President Business Development, Great Falls Development Authority, Great Falls, MT
This document discusses the importance of understanding audiences and using storytelling in PR media production. It emphasizes developing buyer personas to understand customer needs and profiling personas by considering their goals, problems, media habits, and interests. The document advocates telling authentic stories about a company's origins, customers, employees, and values to humanize the brand and build emotional connections with audiences. It provides examples of how companies like Chase and Blue Bird Group use stories to inspire customers and build word-of-mouth promotion through social media and offline materials.
Stories have been told for centuries, with many childhood tales passed down across each generation. But what makes a good story in the 21st century and how can we as Digital PRs and marketers produce a story that is worthy of being covered by the media? During this talk I will discuss what makes a good story, uncover my own interpretation and tactics of storytelling, which I have developed through my love of studying History at university, and apply this to creating content and enticing journalists across all industries, to ultimately secure those all important links. Presented by Marina Plummer, Digital PR Manager, Kaizen Agency.
The first document summarizes tips for concise communication, including telling stories, making every word count, considering your target audience, and keeping things simple. The second discusses measuring social media engagement and ROI by focusing on business objectives and tying social media to other initiatives. The third discusses how to handle detractors who post negative comments and how far to let criticism go before intervening.
Session 3 - Understanding the Audience & The Importance of StorytellingNena Brodjonegoro
This document discusses the importance of understanding audiences and using storytelling in PR media production. It emphasizes developing buyer personas through profiling goals, problems, media habits, and interests. Stories humanize brands by creating emotional connections with customers. The document provides questions to help companies identify their own stories about how they started, overcame challenges, helped customers, and supported charitable causes. Telling authentic stories through text, pictures and videos can build word of mouth by inspiring passionate customers and fans to share their experiences.
2013 media relations summer camp at the hamilton spectatorJay Robb
Here's the media relations 101 primer that will lead off the 2013 Media Relations Summer Camp at The Hamilton Spectator for 22 nonprofits & community groups from Hamilton, Ontario. PR pros will help campers polish, practice & then pitch story ideas to a panel of editors and reporters. The best pitches from past camps have wound up in print. Launched in 2008, the camp is offered free of charge as a thank you to dedicated community builders.
Above The Code: Early Stage PR for Palestinian StartupsAlan Weinkrantz
The document provides tips for early stage startups on using public relations (PR) strategies to build their brand narrative and connect with potential customers, partners, investors and media. It emphasizes using storytelling over pitches, treating the startup like a media company that creates and shares content, and developing a body of work to demonstrate expertise to media. The speaker believes narrative is a defensible business strategy and that following some basic PR principles can help startups get media coverage and succeed.
This document discusses views on social media from the perspective of college freshmen. It notes things that freshmen have always known like certain TV shows, movies, and brands. It also discusses how freshmen interact with social media and get their news. The document is presented as notes from a talk on social media and views of freshmen.
Jim Proce - Credibility, Hard Questions, &Trust - 2018 PWX Presentation (vers...Jim Proce
Based on the article of the same name, published in December of 2017, Jim Proce presents the topic at APWA 2018 PWX and TPWA 2018. Credibility, Hard Questions and Trust!
This document provides guidance on preparing for and conducting media interviews. It discusses understanding the media and their deadlines and goals. It emphasizes the importance of preparing key messages and facts in advance. It outlines best practices for interacting with reporters, including negotiating an "interview contract", directly answering questions, staying on message, and following up afterwards. The overall goal is to help spokespeople feel confident and in control during interviews to effectively communicate their messages to the public.
Do I really need an MBA to be a leader? Is it a ‘career killer’ to say no to a role with relocation? How important is global experience? Join our candid Ask Me Anything session featuring top executives who’ve seen a thing or two…and bring your own leadership questions! This hour-long Q&A will offer fresh advice on everything from managing critical career relationships to unwritten rules that help you advance. Our panel of industry leaders will share fresh perspectives, but your questions will drive the conversation. (Panel)
Speakers: Liz Brenner, Founder & CEO at Culture Evolved and Kathy Tyra, VP, Workplace Resources and Real Estate at NetApp.
Social Media for Financial Services Providers: How to Engage with IFAs and F...Philip Calvert
How Financial Services brands: life, pension, investment and protection providers can use Social Media, LinkedIn and conversational marketing to engage with IFAs and financial advisers online.
Contact Philip Calvert for information on conference speaking, in-house training and consultancy for Financial Services and regulated industries.
http://www.philipcalvert.com and http://www.ifalife.com
TRAINING OUTLINES
Build Dashboard and Admin Panel for the Client
Adding Auto Pagination Script to control content on the PHP result page
Upload and Publish Files, Images and Video Dynamically
Configure a payment gateways API for accepting online payment
Embedding Google and Social Media APIs like Google Direction Maps, Charts
Adding Ajax to generate elastic search and auto suggestion list
Enabled Refine Search like Colors, Size, Price for a e-commerce website
Write Mails and Alert Notification Scripts for Users
SMS Integrations for Payment, OTP and account confirmation
Various verifications, captcha and approval ways to automate account
User Controls like Login, Signup, Manage Profile, Logout, Get Password etc
Collecting and displaying data from SQL using Joins and procedures
Enabling dynamic data ready for the JSON So we could parse it for other APIs
Manage a Hosting account, Uploading Backup and SQL, panel Management.
Best Deaddiction Center to get Rid out of addiction
Shri Shuddhi Nasha Mukti kendra helps individual understand their addiction and provide medical treatment, therapy and counseling......
It’s been a difficult few years for Facebook Ads due to signal loss from iOS/Firefox/Chrome and the associated loss of ad targeting precision and ROAS. In this session, delve into 100% new high-impact strategies for thriving in Facebook advertising in a world without 3rd party cookies.
You'll uncover the top 7 Facebook ad hacks of 2024, all centered around first party ad signal data restoration and how to coax the new default Meta Audience+ ad targeting system to do what you want it to do, each backed by solid results and case studies. Learn how to skyrocket your landing page conversions by 20-25%, how to scale ads like never before, and target niche audiences with strategies that defy traditional norms.
Plus, gain insights into critical privacy regulations and how to maintain a full compliance therein.
TRAINING OUTLINES
Build Dashboard and Admin Panel for the Client
Adding Auto Pagination Script to control content on the PHP result page
Upload and Publish Files, Images and Video Dynamically
Configure a payment gateways API for accepting online payment
Embedding Google and Social Media APIs like Google Direction Maps, Charts
Adding Ajax to generate elastic search and auto suggestion list
Enabled Refine Search like Colors, Size, Price for a e-commerce website
Write Mails and Alert Notification Scripts for Users
SMS Integrations for Payment, OTP and account confirmation
Various verifications, captcha and approval ways to automate account
User Controls like Login, Signup, Manage Profile, Logout, Get Password etc
Collecting and displaying data from SQL using Joins and procedures
Enabling dynamic data ready for the JSON So we could parse it for other APIs
Manage a Hosting account, Uploading Backup and SQL, Cpanel Management
Struggling to get high-quality backlinks? Our latest presentation reveals the strategies you need to succeed in 2024. Learn practical tips to boost your SEO and elevate your website’s authority. Click below to access the full presentation!
Full blog here - https://digitalmarketingphilippines.com/how-to-get-high-quality-backlinks-in-2024/
Fostanak dresses are crafted to make every woman feel like a queen, exuding confidence and embracing her unique beauty. Whether you're attending a special occasion or seeking everyday elegance, Fostanak offers a dress that captures your individuality and celebrates your femininity
NIMA2024 | Hoe Danone Trends vertaalt naar Strategie voor het versterken van ...BBPMedia1
Develop a category & retail vision to drive business impact today
Join Arnoud from Danone and Tris from Ipsos Strategy3 as they guide you on a journey through the art of leveraging trends and foresights to craft a category and retail vision. Discover the crucial need of future readiness, and understand how the future can lead to new opportunities, here and now. Be prepared to unlock the future potential of your enterprise!
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The continued disappearance of the third party cookie has both targeting and tracking implications for open-web advertising and marketing. We'll discuss where context, identity graphs and first party data are being used to substitute for third-party cookies. We'll also discuss where CTV and other newer media channels are maturing to allow for household or personal targeting.
Key Takeaways:
Learn how to effectively target prospects and consumers at various stages using a combinations of targeting types across channels.
In today's digital age, German auto repair shops can leverage digital marketing to enhance visibility, engage customers through personalized interactions, and reach targeted demographics effectively. By optimizing online presence, managing reputation, and analyzing performance data, shops can achieve cost-efficient growth and competitive advantage in the market.
Top 10 Cases of Amnesia A Journey through Memory Loss.pptxelizabethella096
Amnesia, the loss of memory, is a fascinating and complex condition that has captured the imagination of scientists, storytellers, and the general public alike. It can be triggered by various factors such as brain injury, psychological trauma, or even certain medical conditions. This article delves into ten intriguing cases of amnesia each offering unique insights into the human mind and the fragile nature of memory.
In our rapidly evolving digital landscape, yesterday's strategies simply won't suffice. Join us for a groundbreaking session on revenue based marketing where we'll explore cutting-edge approaches and the latest strategies that can supercharge your digital marketing plans. Discover how to leverage performance-based PR, influencer marketing, and affiliate marketing to drive revenue, optimize your campaigns, and achieve measurable results. We'll dive into effective methods for building brand awareness, cultivating deep engagement, driving conversions, and fostering lasting customer loyalty. Prepare to gain fresh ideas, valuable insights, and innovative methodologies designed to elevate your digital marketing efforts to new heights. Don't miss this opportunity to transform your strategy and stay ahead of the curve!
Key Takeaways:
1. Advanced Revenue-Driven Strategies: Learn how performance-based PR, influencer marketing, and affiliate marketing can drive revenue and optimize your marketing efforts.
2. Building and Engaging Your Audience: Discover effective methods for increasing brand awareness and cultivating deep engagement with your target audience.
3. Driving Conversions and Loyalty: Gain insights into strategies for driving conversions and fostering lasting customer loyalty to sustain your brand's growth.
A Startup's Guide To Building a Brand - Kwabena Oppon-Kusi.pdfKwabena Oppon-Kusi
This is a step by step guide to all startups on how to develop a strong and healthy brand. It defines what a brand actually means and gives you a better understanding on how you can build one for your startup, sustain it and ultimately grow it in a lean way. This is an essential for every one with a new idea, ready to make it into a viable business.
Step-by-Step Guide to Social Media Advertising.pdfnivedhithas9
A Step-by-Step Guide to Social Media Advertising involves creating a strategic plan that includes identifying your target audience, choosing the right platforms, crafting engaging content, setting a budget, and analyzing performance metrics to optimize future campaigns. This approach ensures effective and efficient promotion of products or services on social media platforms.
14. Getting your story straight
• Find your internal PR champion
• Spend time on messaging
• Contributed content: Pay to play, genuine & DIY
• Influencers
#DIYPR
18. What reporters want
• What’s the story?
• What is the problem you’re solving?
• What does it do?
• Why is it relevant?
• Funding?
• Unique founder/owner/team/location?
• Dog bites man vs. Man bites dog
#DIYPR
19. A reporter’s interested. Now what?
• Be selective
• Know your messages
• Be well briefed
• Understand the journalist
• Reporters are as diverse as any other group of people
• They are neither your friend nor your enemy
• All journalists are not created equal
• Set limits & rehearse
#DIYPR
20. Be quotable
• Strong quotes are insightful, intelligentand short
• Use good analogies and sound bites
• Paint a visualpicture
• Avoid corporate speak and jargon
• Avoid clichés
• Avoid the negative
• Prepare in advance and practice delivery
#DIYPR
21. Questions you can ask
• Who are you?
• What can you tell me about the
story you’re working on?
• What’s your angle?
• Who else are you talking to?
• What’s the format?
• What do you need from me?
• Who will be doing the interview?
• When are you running the story?
#DIYPR
22. The Interview
• Don’t dumb it down...just make it simpler
• Three questions reporters always ask
• Questions you don’t know the answer to
• Questions that call for speculation
• Questions that ask for your personalopinion
• Find your comfort zone (location, clothes, props, etc.)
• Be concise, jargon-free
• No comment? NO!
#DIYPR
23. The 4 Cs to Mastering Interviews
• Confidence (in the material)
• Credibility (you’re the subject expert)
• Comfort (in how you look & feel)
• Control (knowingyou have more of it than you realize)
23#DIYPR
24. The Rules
• Off the record?
• Be prepared
• Take control
• Remain focused
• Show enthusiasm
• Learn to bridge
• No, you can’t see the story before they run it
• Misrepresentation does occur
• Corrections? Retractions? Don’t count on it
#DIYPR
Thank attendees
Created #HASHTAG hashtag in case you want to post anything from this session.
Let’s get the shameless plug out of the way.
I’ve been doing this a really long time, but it’s something I love doing… I’m a former journalist, a former big PR agency person and I’m a former client (having worked on the client side for Visa and Splunk in the US and Singapore
It’s because of that journalist, client, agency background I created Upright. These three groups have a fascinating yet disfunctional codependence on each other that I wanted to break through.
Today my firm works mostly in tech (companies like COBI, EyeVerify, Pandora Radio, Ant, Tascent and Tableau Software, with many of our clients being startups. In the past two years we’ve had clients that have been acquired by Splunk, Groupon and Paypal.
Let’s talk PR.
I’d like to start with a little story that eases us into our topic. A potential client who came to me after they were “doing PR by themselves”. He said he didn’t really have the budget to hire a big PR firm, but he felt like the company had a lot of news to share and that…
Wrote 2 press releases a month
Put them on PR web
Wondered why they weren’t getting any coverage
Let’s start with a basic question… What is public relations?
At it’s most basic…and for our discussion today, let’s define PR as
It’s also just as important to answer the question, what ISN’T PR?
PR is not your personal publicity pipeline
A press release isn’t PR…we’ll talk more about that later
It’s not guaranteed coverage. Just because you think it’s news, doesn’t necessarily mean reporters do
It’s not perfectly controlled messaging
You don’t get instant credibility from good PR
And it is not a quick fix or a hose you can just turn on and expect immediate results
With that in mind, what do I mean by a strategic approach?
Knowing what to talk about and when is a huge part of PR
Messaging (getting the story straight for the right audience)
Leadership PR – Go beyond the product launch. Look at who got you there!
Media 101: Unless your Apple or Google or Volkswagen, you’re not a household name, so not all reporters know you…or even know accurate information about you (Visa, for example). Be prepared to tell the basics and use that as a way to get your foot in the door.
Eco-potential….what’s your bigger picture story
Product…the one part most companies focus on, but in reality often leads to the least sustainable coverage
Interjection: naked pictures
Social media: Is your social media reflecting what your PR team is doing
Measuring results…identifying success
If you’re familiar with the Slow Food movement, you know that it is a concept that was formulated as a direct alternative to fast food. It was a movement that emphasized quality over speed and makes for a much better (and tastier) experience. Everyone involved wins–from the local food growers, to the chefs, to the customers enjoying the meals.
The concept of Slow PR isn’t much different: Quality, customized content, audience cultivation and an emphasis on substance over style.
It’s important to emphasize that the “Slow” in “Slow PR” has less to do about the time it takes to pull content together, but more about the investment in hard work involved to deliver results that are sustainable. Diving into a PR campaign without putting time in to developing messaging, relationships and strategy is risky and won’t deliver the desired results.
It’s all great in theory, but how can you go all Veruka Salt on PR and get it all now!?!?!
What’s success look like for you? Decide that before you plan
Make sure you’re telling the stories you want to tell
You have a lot to tell, but that doesn’t mean to you have to.
Refine your messaging, tell the story how you want to tell it and to whom
Before you start reaching out to reporters, I can’t stress enough that you have to have your house in order.
Spend time on messaging
Go beyond what’s news…tell your own story through a variety of methods
http://www.cnbc.com/2015/08/20/p-out-to-track-every-line-of-code.html
No one reads them and here is why. Your sending the same piece of news to every reporter in the world. And unless it’s truly news, why would a reporter want to write something everyone else is writing.
Have a look at this CNBC article. It’s origin was not a press release, yet it hits every note about a company that you’d want to put in a press release: AppDynamics has big clients, their products do amazing things, and they have a shit hot CEO. Every press release says that in one form or another.
Stories like this don’t come from press releases…they come from fostering good relationships with reporters….
Define your inner circle
Who are they?
What do they write about? What do they care about?
Discreetly stalk them…read their articles, read their tweets, understand the cadence of what they cover/write about
Better to be a sniper than taking a shotgun approach
INNER CIRCLE
Once you’ve defined your inner circle and know what you want to say, it’s time to pitch the media.
You have about the length of a tweet to get their attention…
If you can answer these and answer them well in 50 words or less, then you might get some decent coverage
Your messages:
- Be clear about your messages before the interview
- Few in number (three is a good amount)
- Support them with data and proof points
Who are you? You know, the basics: their name, their news organization and their beat.
What can you tell me about the story you’re working on? Listen closely to what they say...the more they talk, the more they’ll reveal. Ask follow-up questions to clarify any points you don’t fully understand.
What’s your angle? Don’t ask it that way, but the goal here is to understand if the reporter is approaching this story from any particular perspective.
Who else are you talking to? Reporters may not always reveal this, but it’s worth asking. You’ll get a sense of the story’s tone by learning whether other sources in the story are friendly or antagonistic toward your cause.
What’s the format? For print interviews, this question will help you determine whether reporters just need a quick quote from you or whether they’re writing an in-depth piece that will focus extensively on your work. For broadcast interviews, you’ll be able to learn whether the interview will be live, live-to-tape, or edited. For television, you might also ask if the format will be a remote, on-set, or just for a soundbyte.
What do you need from me? Ask the reporter how much time the interview will last and where the reporter wants to conduct the interview. Also, ask if you can provide any press releases, graphics, photos, videos, or other supplementary documents. You can often expand your presence in a news story—and influence the narrative—if the reporter chooses to use your supporting materials.
7. Who will be doing the interview? For many radio and TV interviews, you will be contacted initially by a producer rather than by an on-air personality. Ask for the name of the person conducting the interview.
8When are you running the story? Review the story as soon as it comes out. If it’s a positive story, share it with your online and off-line networks. If it’s a negative story, consider issuing a response or contacting the reporter or editor to discuss the coverage.
Peter Jennings anecdote: Don’t know the answer? “Well, here’s what I can tell you”
Off the record: There’s no such thing
Deadlines: Try to get the story on your term. The more apt rule is: Return a reporter’s call promptly, but don’t rely on their deadline...control the information supply chain
Be prepared: Anticipate what’s coming, embrace it and make it an advantage
Take control: The interview is yours, not the reporter’s - you’re there to transmit a message
Setting Your Expectations: Steps + Average Timeline
Getting a story published – small and large outlets
CREATE A GRAPHIC
Speaking of professionals…some insight
Stunts don’t always work…let your strengths shine through, not gimmicks