Seminar or using PR given to the Greater Lehigh Valley Ad Club at Northampton Community College.

1. In Control vs. Out of Control Marketing Traditional advertising, sales and promotion PR, new media marketing, and word-of-mouth – aka Marketing Public Relations Copyright Gaetan Giannini 2009 www.gianninimpr.com

2. What can it do? Building the identity of the organization or product; Increasing the visibility of an established organization or product; Establishing an organization or individual as an expert in a given field; Educating stakeholders on issues critical to the organization; Shaping public opinion about an organization, idea or individual; Maintaining the image of an organization or product – over time or during a crisis; or Stimulating the trial or repeat usage of a product. Copyright Gaetan Giannini 2009 www.gianninimpr.com

3. Why is it powerful? Credibility Implied endorsement of the connector Appears as an objective assessment Low cost Copyright Gaetan Giannini 2009 www.gianninimpr.com

4. The disadvantage You give up control of your message Copyright Gaetan Giannini 2009 www.gianninimpr.com

5. Who gets control? Media Newspaper Radio TV Magazines Blogs Copyright Gaetan Giannini 2009 www.gianninimpr.com

6. Select connectors by talking to customers What TV, radio shows, newspapers, magazines, journals, and association newsletters do you pay attention to? What are your professional affiliations? What personal interests, such as sports, travel, and hobbies, do you pursue? What is on your must-read list? What media keep you current professionally? Who are your favorite reporters? Copyright Gaetan Giannini 2009 www.gianninimpr.com

7. Dealing with Media Find media that reach your intended audience and do your homework. Discover ways your story can help selected media serve their readers, listeners, viewers better. Create relationships Have an eye for what’s newsworthy. Package and deliver your message in a way that suits each medium. Be there 24-7-365 Copyright Gaetan Giannini 2009 www.gianninimpr.com

8. Create a Press Kit Documents illustrating the background of the firm and interesting facts about it, Evidence of previous press coverage, Support materials, including studies and statistics, and Graphics, such as photos and video. Copyright Gaetan Giannini 2009 www.gianninimpr.com

9. Press Release Press releases are the work horses of media based PR. Format them correctly Write them well Copyright Gaetan Giannini 2009 www.gianninimpr.com

10. Pitch Knowing the connector is the key to a good pitch Attention-getting first paragraph An indication that you are familiar with this media outlet and its audience Background information and research that supports your pitch Description of support elements available and suggestions for other sources of information for the story Concluding statement specifying the next step (Beckwith, 2003) Some things pitch better than others One of a kind First ever Atypical community service Trends Unusual applications of products and services Celebrities and quirky experts Tales of the underdog Money, sex, or health issues (Levinson, Frischman, & Lublin, 2002) Copyright Gaetan Giannini 2009 www.gianninimpr.com

11. Select connectors using an outside source Blog Catalog - blog directory, www.blogcatalog.com/directory (Free) Burrelles Luce - on-demand media monitoring, research, distribution, and evaluation services, www.burrellesluce.com Business Wire - news distribution service, www.businesswire.com Cision - on-demand media monitoring, research, distribution, and evaluation services, www.cision.com Marketwire/Media Hub - on-demand media monitoring, research, distribution, and evaluation services, www.marketwire.com Media Contacts Pro - downloadable database, www.mediacontactspro.com Mondo Times - media directory, www.mondotimes.com (Free) News Link - media directory, www.newslink.org (Free) Podcast Zoom - podcast directory, www.podcastzoom.com PR Newswire - news distribution service, www.prnewswire.com PR Web - news distribution service, www.prweb.com Technorati - blog directory, http://technorati.com (Free) USNPL - media directory, www.usnpl.com Vocus - on-demand media monitoring, research, distribution, and evaluation services, www.vocus.com Yahoo Directory: News and Media - media directory, http://dir.yahoo.com/News_and_Media (Free) Copyright Gaetan Giannini 2009 www.gianninimpr.com