13. “
– Regional Business Reporter
I get ideas from Facebook and Twitter, but I prefer
pitches by email with more information. I don’t
want a ‘marketing’ pitch that sounds like an
ad. In fact, that is usually a turn off.
!
I need to be able to quickly figure out if it is a story
that will interest my readers. And my readers let
me know in the comment section of my stories if
they think what I wrote sounds more like an ad
than a story. I just want a short, clear press release
with some facts so I can see if I want to follow up.”
14. “
– Regional Business Reporter
I get ideas from Facebook and Twitter, but I prefer
pitches by email with more information. I don’t
want a ‘marketing’ pitch that sounds like an
ad. In fact, that is usually a turn off.
!
I need to be able to quickly figure out if it is a story
that will interest my readers. And my readers let
me know in the comment section of my stories if
they think what I wrote sounds more like an ad
than a story. I just want a short, clear press release
with some facts so I can see if I want to follow up.”
18. Pros
‣ Control
‣ Low Cost
‣ Versatility
Cons
‣ Company Not Trusted
‣ Takes Time to Scale
‣ No Guarantees
Owned Media
‣ Channel a Brand Controls
19. Paid Media
‣ Brand Pays to Leverage a Channel
!
‣ Display Ads
‣ Paid Search
‣ Sponsorships
20. Pros
‣ In-Demand
‣ Immediacy
‣ Control
Cons
‣ Clutter
‣ Declining Rates
‣ Poor Credibility
Paid Media
‣ Brand Pays to Leverage a Channel
21. Earned Media
‣ Publicity Gained Through Promotions
!
‣ Press
‣ Ratings and Reviews
‣ Buzz or Word-of-Mouth
22. Pros
‣ Most Credible
‣ Transparent
‣ Lives On
Cons
‣ No Control
‣ Can Be Negative
‣ Hard to Measure
Earned Media
‣ Brand Pays to Leverage a Channel
23. “
– Gini Dietrich, Author of Spin Sucks
Your livelihood will,
in the very near future,
depend on how you
drive effectiveness,
cultivate creative ideas,
assess customer needs, build relationships
with influencers, develop reach, achieve
authenticity, and cut through all the clutter
that is out there, competing with you
for the same top spot.
28. Tell A Story
‣ Passion - What does your audience care about?
‣ Protagonist - Who is notable or newsworthy?
‣ Antagonist - What is the enemy of your success?
‣ Revelation - What are the twists and turns or surprises?
‣ Transformation - What sets your story apart?
29. Tips For a Good Story
‣ Create a compelling headline
‣ Start a debate
‣ Showcase the good, the bad, and the ugly
‣ Develop a list
‣ Rank something
‣ Review or interview
‣ Educate
‣ Highlight trends
34. Local
‣ Press Outlets - Newton Daily News
‣ Community Outlets - CVB, Chamber of Commerce
‣ Local Organizations - Schools
!
‣ What else?
35. Regional
‣ Press Outlets - Des Moines Register, The Gazette
‣ Event Publications - Juice, Hoopla
‣ Business Publications - Corridor Business Journal, Des
Moines Business Record
‣ Bloggers - Iowa Girl Eats, Words of Williams
‣ Industry/Topic Specific Digests - Iowa Cultural
Corridor, Lift Iowa
39. “
– lee clow, chairman and global director, tbwaworldwide
The Reality of the
New Media World
is that if your brand does not have a
belief, if it does not have a soul and
does not correctly architect its
messages everywhere it touches
consumers, it can become irrelevant.
It can be ignored, or even become a
focal point for online contempt.”
40. Photo via Flickr user Cloudberry Communications
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