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Media Relations + PR
Generating Buzz, Defining Your Story &
Building Grassroots Momentum
#StrategicMomentumPodcast
The timeless PR challenge:
How do you get people to tell
your story?
3
Common PR Challenges
• Companies/business leaders do
not have a concise answer to:
“What’s your story?”
• Organizations st...
PR Myths and Misconceptions
• Content: Organizations think press releases and commercials
are enough to create buzz. In re...
#StrategicMomentumPodcast
Crafting the Right Pitch Starts
with Strategy and Testing
DEVELOPING YOUR STORY
7
Telling Your Story - Know Your
Audience
• Before creating your pitch,
identify who your story is
intended to reach.
• What...
#StrategicMomentumPodcast
Telling Your Story - Widen Your Net
• Don’t focus on one angle or beat -
you may have multiple. You might
have a compellin...
#StrategicMomentumPodcast
Telling Your Story - Start Small & Iterate
• Begin at the local/regional level.
• Experiment with how you share your messa...
#StrategicMomentumPodcast
Making it Easier For Reporters to
Find and Cover You
PITCHING YOUR STORY
14
#StrategicMomentumPodcast
Pitching Your Story - Leverage Social Media
• Use social to identify journalists
and outlets for your media list.
• Monito...
Pitching Your Story - Do Your Research
• Research each reporters’ beat:
know their biases and focuses.
• Demonstrate that ...
Pitching Your Story - Test and Learn
• Use local news outlets to measure your story’s success. What
does the audience resp...
Pitching Your Story - Build a Turnkey Package
• Craft your story to be as clear
and concise as possible.
• Gather all medi...
Pitching Your Story - Master Media
Training
• Make sure the potential spokespeople can speak concisely.
• Stick to a key m...
#StrategicMomentumPodcast
Creating Traction That Adds
Longevity
SHARING YOUR STORY
22
Sharing Your Story - Promote Tastefully
• Push out your media hit
strategically on social media
channels, whether it's Twi...
#StrategicMomentumPodcast
Sharing Your Story - Leverage the Network Effect
• Because of the relationships local
and regional outlets can have
with l...
Tune in to STRATEGIC MOMENTUM PODCAST to hear from more guests like Chris &
Keith!
ABOUT KEITH AND CHRIS
BLACKMAN
Keith an...
9
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Media Relations and PR Tips: Generating Buzz, Defining Your Story and Building Grassroots Momentum

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Breaking through the noise in today’s multi-channel, 24/7 news cycle is a challenge. Media Relations experts Keith Blackman and Chris Blackman help you understand what it really takes to create buzz for your company from strategy to execution.

Veröffentlicht in: Marketing
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Media Relations and PR Tips: Generating Buzz, Defining Your Story and Building Grassroots Momentum

  1. 1. Media Relations + PR Generating Buzz, Defining Your Story & Building Grassroots Momentum
  2. 2. #StrategicMomentumPodcast
  3. 3. The timeless PR challenge: How do you get people to tell your story? 3
  4. 4. Common PR Challenges • Companies/business leaders do not have a concise answer to: “What’s your story?” • Organizations struggle to see the big picture to create a narrative • Leaders have had an inside-out view for too long that their stories are too internally focused November 2018 Media Relations and PR with Keith and Chris Blackman | Flywheel Associates 4
  5. 5. PR Myths and Misconceptions • Content: Organizations think press releases and commercials are enough to create buzz. In reality, outlets just want a compelling story. • Traction: People think it’s impossible to convince a journalist to tell their story. But reporters are looking for great stories all the time, you just need to have the story to tell. • Exposure: Leaders want to shoot for the big national hit right out of the gate; ex. land the Today Show or Oprah. But you need to start small first. Getting coverage doesn’t start with a big bang. November 2018 Media Relations and PR with Keith and Chris Blackman | Flywheel Associates 5
  6. 6. #StrategicMomentumPodcast
  7. 7. Crafting the Right Pitch Starts with Strategy and Testing DEVELOPING YOUR STORY 7
  8. 8. Telling Your Story - Know Your Audience • Before creating your pitch, identify who your story is intended to reach. • What reporters cover your area? And what consumers do these reporters target? • Understand that there could be different audiences depending on the angle you choose to take. November 2018 Media Relations and PR with Keith and Chris Blackman | Flywheel Associates 8
  9. 9. #StrategicMomentumPodcast
  10. 10. Telling Your Story - Widen Your Net • Don’t focus on one angle or beat - you may have multiple. You might have a compelling CEO story, a great consumer-facing story, and a human interest angle. • It’s about “hitting people from all different angles and sides and with different perspectives.” November 2018 Media Relations and PR with Keith and Chris Blackman | Flywheel Associates 10
  11. 11. #StrategicMomentumPodcast
  12. 12. Telling Your Story - Start Small & Iterate • Begin at the local/regional level. • Experiment with how you share your message. Build a track record with data points related to your story. • As your story resonates with more people, it may get picked up by additional outlets, broadening your reach and extending the life of the story. • Make mistakes early on and learn from them. November 2018 Media Relations and PR with Keith and Chris Blackman | Flywheel Associates 12
  13. 13. #StrategicMomentumPodcast
  14. 14. Making it Easier For Reporters to Find and Cover You PITCHING YOUR STORY 14
  15. 15. #StrategicMomentumPodcast
  16. 16. Pitching Your Story - Leverage Social Media • Use social to identify journalists and outlets for your media list. • Monitor for what angles could be relevant to particular reporters. • Engage with them and create relationships but DON’T PITCH via social. Once you have an organic relationship, you can use it down the line make to connections between the reporters and your clients. November 2018 Media Relations and PR with Keith and Chris Blackman | Flywheel Associates 16
  17. 17. Pitching Your Story - Do Your Research • Research each reporters’ beat: know their biases and focuses. • Demonstrate that you understand a reporter’s beat and what they want. • When you pitch, use your findings to make sure you are speaking directly to them. November 2018 Media Relations and PR with Keith and Chris Blackman | Flywheel Associates 17
  18. 18. Pitching Your Story - Test and Learn • Use local news outlets to measure your story’s success. What does the audience respond to most? • With each iteration, learn, tweak to optimize the story to lead with the most compelling angle. • The buzz you create in a small market helps you build credibility and legitimize the story for larger markets. 18November 2018 Media Relations and PR with Keith and Chris Blackman | Flywheel Associates
  19. 19. Pitching Your Story - Build a Turnkey Package • Craft your story to be as clear and concise as possible. • Gather all media assets (ex. media clips) and have them ready to go upon request. November 2018 Media Relations and PR with Keith and Chris Blackman | Flywheel Associates 19
  20. 20. Pitching Your Story - Master Media Training • Make sure the potential spokespeople can speak concisely. • Stick to a key message: “An interview is not the place for an original thought.” • Speak in soundbites -- easily quotable sentences with clear endings. • “The longer you speak, the longer you go on, the more likely it is that your message is going to be chopped up, and sometimes misinterpreted, or sometimes lose the message that you're really trying to make.” November 2018 Media Relations and PR with Keith and Chris Blackman | Flywheel Associates 20
  21. 21. #StrategicMomentumPodcast
  22. 22. Creating Traction That Adds Longevity SHARING YOUR STORY 22
  23. 23. Sharing Your Story - Promote Tastefully • Push out your media hit strategically on social media channels, whether it's Twitter, Instagram, Facebook, or LinkedIn. • But avoid sounding too braggadocious. Try: "Hey, we had this opportunity to appear with XYZ reporter. Here's a look at what we did." November 2018 Media Relations and PR with Keith and Chris Blackman | Flywheel Associates 23
  24. 24. #StrategicMomentumPodcast
  25. 25. Sharing Your Story - Leverage the Network Effect • Because of the relationships local and regional outlets can have with larger ones, the buzz you garner locally can facilitate pick-up in markets far broader in size and reach. • Don’t wait; be proactive. Strategically share the local news hit with national or international correspondents looking for stories. November 2018 Media Relations and PR with Keith and Chris Blackman | Flywheel Associates 25
  26. 26. Tune in to STRATEGIC MOMENTUM PODCAST to hear from more guests like Chris & Keith! ABOUT KEITH AND CHRIS BLACKMAN Keith and Chris are brothers who, combined, have a lifetime of media experience. They both have extensive backgrounds in network television, although they had different career journeys before segueing into media relations and PR roles – “what my friends at NBC call the dark side,” Keith says. Now, as Principals of Blackman Media Consulting, they are much sought after for their strategic media training and storytelling skills. Connect with Chris: LinkedIn | CBlackman1118 @ Gmail.com Connect with Keith: LinkedIn | KeithKBlackman @ Gmail.com
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