Post on 30-Jun-2020
Look Who’s Talking
Tucker Slosburg
Communications Coordinator Smead Capital Management
The Intersection of
PR: I Want You To Want Me
The Big Picture
How to use PR
Requirement for Success
Life Cycle of a Media Spot: PR and Digital
In-House or Agency
Wrap-Up
Taking a Step Back
Owned Media
Paid Media
Earned Media
Chief Marketing Officer
Brand
Sales
AUM
Raise the Roof
Breaking it Down
Owned Media
Paid Media
Earned Media
•Pay Per Click
•Print Ads
•TV Ads
•Sponsored Tweets
•Paid content placement (e.g. Advisor Perspectives)
•Paid video interviews (e.g. Asset TV)
•Website
•Blog
•Mailings
•Fact Sheets
•Brochures
Chief Marketing Officer Lives here
•Quotes in an article
•Written profile
•Radio interview
•TV appearance
•Op-Ed
•Retweets
•Shares
•Reposts
•Word of Mouth
Degree of Control:
You are the Dream Police
•Radio
•TV
•Profile
Earned (PR)
•Asset TV
•Advertising Paid
•Website •Blogs
Owned
Less
Control
More
Control
So Should I be using PR?
Institutional Money?
Naw, dawg. RFP that thing.
Direct consumer?
Good luck with your Advertising Campaign.
Expensive! ($)
Financial Advisors/RIA’s
Surrender to PR, but don’t give yourself
away.
How Does it Fit In?
PR
Your Marketing Plan
Lubricant!
But How?
Raise Awareness.
Opens doors to meetings.
Literature for Conferences.
Literature for Advisors to pass to
clients.
Increased touch-points can increase
AUM.
Reinforce money currently in fund
EX: Saw you’re guy on TV, so I figured
I’d come to the lunch.
Riddle Me This…
What’s the objective?
Where are you trying to raise money?
Who are you trying to reach?
Who’s running the show?
In-house marketing?
Outside firm?
What’s your Story?
Brand philosophy
Unified Message
Are your PMs and Analyst willing to Engage?
If not, you’re dead in the water.
If yes, Great. Now shape the message.
Types of Stories
Profiles
• Barron’s
• Forbes
• Wealthtrack Video
M&A
• Activist involved?
• Controversial
Regulations
• Will this hurt the industry
• Will this hurt earnings
News About Industry
• Active vs. Passive
• Fees
• Strategy
Earnings
• Quote in a brief story
• What did you think of report?
So what’s the deal with Digital? Life cycle of a media spot
You’ve got a TV Spot, Great. Now what? Email your sales team about the spot.
Tweet about it (mention host and channel)
Monitor your website.
Tweet a thank you.
CNBC’s Closing Bell
August 4, 2015
Before the media spot
CNBC’s Closing Bell
August 4, 2015
During the media spot
Twitter? Or How Marc Andreeson
helped build our brand.
In Asset Management
It’s not about your followers. There won’t be many.
It’s not about the favorites. They can’t be used.
It’s about the re-tweet.
Post Media: The Blur to Digital
Did you put it on your website? Twitter? LinkedIn?
Increase traffic on site
Increase indexed pages (SEO)
Did you send the approved link to sales team?
An advisor might want to see it
Keeps sales team abreast of PM’s talking points
Are you sending the spot to other publications?
Is it something you can repurpose
In The Real World They Expect Results. Ain’t That A Shame.
Number of Articles?
Always a fine line of Quality and Quantity
Drip is good
Limit saturation
Quantity build Quality
Clicks on site?
Useful, but doesn’t translate to AUM
Overview of traffic and what’s valuable
A Word on AUM Measurement
Leave it to Sale
Ask: Are you helping sales secure meetings?
Ask: Is the money staying?
Focus on integrating message and brand
Do advisors know you
Do journalists understand you
Money that comes directly from TV, Radio, or Profile a
profile is Bad money
It’s not sticky
If it comes in fast, it will leave fast.
Fast selling can hurt long-term clients.
In-House vs. Agency
IN-HOUSE
In-house resources, time, cost, value
Direct Control
Immediate Access
Intimate knowledge of brand and funds
AGENCY
Wider body of journalists
Potential to double-up stories
More calls from journalists
Cost—usually retainer
Cheap Tricks
LinkedIn and Twitter are your friend.
Don’t waste money on Gorkana or Media Miser.
Read bios for free.
Know who you are pitching.
Read articles and watch the shows.
Don’t pitch a producer when the show is running.
Ask if journalists are on a deadline? They’ll like it.
You were quoted in an earnings story, should you buy the re-print?
No.
Questions & Answers Media Desk
206.838.9859 | 206.419.7550
tucker@smeadcap.com