Creating An Effective Media Relations Plan
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Transcript of Creating An Effective Media Relations Plan
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Presented June 24, 2009
Creating an Effective Media Relations Plan
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Presenters
Eric BorsumManaging Partner
PainePR
Marta Bortner Assistant Director/External Affairs
CaliforniaVolunteers
Kelly HustonAssistant Secretary
California Emergency Management Agency
Jessica PayneSocial Media Strategist
PainePR
Alexia Allina Media Relations Strategist
PainePR
Mary BorrelliMedia Relations Manager American Cancer Society
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Agenda
• Media Relations Fundamentals– Today’s Media Landscape– Working with Media– Creating Your Story– Telling Your Story– Traditional Approaches– On-Line/Digital Approaches
• Case Studies
• Discussion/Q&A
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Today’s Media Landscape
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Journalism in Transition
• Technology has dramatically changed the way consumers get information – Blogs, podcasts, vlogs, v-mail, PDAs, RSS, etc.
• Broadcast/print media are losing “share of mind”– Only 1/3 get information from TV news– Newspaper readership (printed) has dropped; recent
circulations: down 2.8% daily and 3.4% Sunday • Online editions are adding readers and advertising
revenues are at a healthy pace – More than 32 million people in U.S. read blogs
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Today’s Media Are …
• Under increased pressure and facing uncertain industry economics
• Journalists are producing content for multiple mediums– Print publication and outlet’s online site and/or blog
• Being asked to do more with less• Constantly monitoring their value to their media
companies
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Media +
• We’re evolving from … get me ink … to a combination, including word of mouth “buzz” and influencer marketing
Now we can generate publicity as well as help ignite conversations among our target audiences directly.
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Working with Media
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Media – The Perfect World
• Ready to take our calls
• Have plenty of space or time to fill
• Committed to getting the story right the first time
• Double-check facts and sources
• Believe we have a valuable story
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Media – The Real World
• Traditional media are stretched thin and struggling to keep up with online competitors (i.e., news sites and blogs)
• Editorial space is shrinking• Fighting to be first and pressure to
produce• Believe we have a valuable story
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How Media Work – Print
• Newspapers– Access to spokespeople for detailed interviews – Allows for greater explanation– Work against varying deadlines
• Magazines– More in-depth interviews– Angle relevance to readers– Longer deadlines
• Wire Services– Always want story first and always on deadline– Service all of the above
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How Media Work – Broadcast
• Television– Completely driven by visuals and sound bites – Varying formats– Emotional hooks, personal relevance– Work against hard deadlines for scheduled programs
• Radio– Reliant on sound bites and audio– Varying formats– Work against hard deadlines for scheduled programs
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How Media Work – Online
• Varying formats and focus
• Utilize print, visual and audio elements
• Optimum flexibility
• Allows interactive dialogue
• Anyone can be a reporter
• Huge opportunities, huge risks (can be a spoiler)
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Media Deadlines
• All reporters write stories on a deadline … could be days or minutes!– Always respond before the deadline, even if it is to explain
that you cannot provide them with the needed information
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Creating Your Story
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What’s News?
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News Is…
• Controversy or change
• Rooted in the “new” and each story must contain newsworthy elements
• A strong story idea is a must– Idea must be interesting to viewers, listeners or readers
• The reporter will ask: “Why would my audience care about this story?”– Have an answer
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What Isn’t News?
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News Isn’t …
• Just any event• A personal opinion or interpretation
of something• Only a bunch of facts• Always news
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What Media Are Looking For
Story
Accurate Facts
Credible Experts
3rd Party Validation
Colorful Anecdotes
Audience/Time Relevance
Unique Perspective
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What Makes A Story?
• Angle – The theme of the story; you must provide an angle that will make sense to the reporter’s audience
• Hook – The initial idea that grabs the reporter’s attention – provide facts that support your story
• Timing – Pitch your story at an appropriate time; do not pitch when a major, national news event has occurred (e.g. Hurricane Katrina)
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Decision Process
• Does this fit my beat?
• Is this “breaking” now?
• Is this something people want/need to know about?
• Will this help people make decisions about how to live their lives?
• What else is happening?
• Is this a credible source?
• Does this support/impact another story?
• Is this exclusive?
• Who else has the story?
• Can I tell the whole story right now?
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Where Media Go for Info
• Internet• Industry Trade
Publications• Past Media Coverage• Competitors or
Colleagues• Influencers/Experts
• PR Practitioners• Blogs/Message
Boards/Community Forums
• Other Media • White Papers/Annual
Reports
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The Five W’s
• Good news stories need to answer:
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Story Mining
• What are all the related stories?
• Which can I support? – Information
– Impact
– Immediacy
– Individuals
– Images
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Story Mining Process
National Conference on Volunteering
& Service
Topic
Event
People
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Story Mining Process
PEOPLE
Government
Staff
Speakers
Partners
Community
Participants
Youth
Faith Community
Nonprofit
Experts
Volunteers
Employees
Corporate
First Ladies
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First Ladies Story
• What we know: – Support service and volunteering
– Serve America Act/CaliforniaVolunteers backdrop
– Attending largest gathering of volunteer/service leaders
• Strategies – Remarks frame service and volunteering
– Activities kick off Summer of Service
– Serve as chief motivators to drive volunteering
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Key Messages
• Key messages communicate a vision, position or essential fact in a concise statement
• They should be consistent and incorporated in all communications
• Spokespeople should be trained to deliver messages effectively
• Key messages are the points to your story
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What is a Key Message?
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Developing Key Messages
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Sample Message
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Telling Your Story
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Media Materials
• National Press Release – Communicates your news and includes quote(s) from organization
– Tailor for local markets as needed
• Pitch Letter/E-mail – Offers various angles for covering story for editor/reporter/producer’s audience
• Fact Sheet – Includes more detailed information
• Backgrounder – Provides a history of the organization
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Media Materials
• Media Alert – Promotes specific event, including details about what, why, when, where and PR contact information
• Biography – Offers more detail about campaign spokesperson's background and expertise
• Infographic – Illustrates a statistic or key information graphically
• Photography – Photos that media can use in their stories
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News Strategies
• Broad Pitching – Target all relevant outlets
• Exclusive – Give single media outlet(s) the story before any other outlet receives it
– Used for stories that might be tough to sell
– Can secure bigger story and drive other types of media to cover
– Strategy MUST be used carefully … can really upset other key contacts
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News Strategies
• Embargo – Offer details to media, but asks they do not publish/broadcast info before a specified date
– Can be risky to media relationships, especially since online outlets and bloggers have such a fast news cycle
– “Lead Steer” – Leverage key outlet, such as wire, to ignite more broad coverage
– Heavily focus on USA Today and Today in order to generate interest from local market broadcast and print
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Example Media Strategy
Target Audience
Newspapers inTop-20 Markets
LocalTV
Local RadioBusiness & News
Weeklies
Exclusive Embargo
BlogsOnline
LocalNewspapers
Press Release
Trade Media
First Ladies at the National Conference Story
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Traditional Approaches
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High-Profile Spokesperson
Using a high-profile spokesperson can really help
get media (and consumer) attention for your cause,
event or ongoing initiative
Julianne Moore and Susan
Sarandon for Duracell
Wendy Bellissimo for Pampers & Dreft… Celebrity Nursery
Designer and exclusive product line at Babies R Us (LOVED by moms)
NASCAR’s Tony Stewart for Old Spice
Felicity Huffman
and Tucker for
IH4TH
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Media Event
• Provides setting for news in a high-profile way
• Opportunity for on-site media to capture b-roll, photos and interviews with spokesperson– Images and interviews
captured provide additional content for resulting media coverage
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Consumer Surveys
• Independent research company conducts survey to gauge perceptions
• Data offers statistical info for media materials – Cost: $8M
• Statistics sell story to media• Data offers reporters news nuggets
and provides reason to write the story now– Survey data is best used when it’s new
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Satellite Media Tour
• Producers book time in “windows” with interview live or edited for later use
• Two types of SMTs:– Stand-alone or Co-op
• Broadcast bookings (12-20); 2MM-3MM impressions
• Cost: $40M (stand-alone); $25M (co-op)– Includes spokesperson fees
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Audio News Release (ANR)
• Pre-packaged "news" story distributed to 500+ radio stations and 7M online news sites
• Transmissions sent via popular radio networks– CBS Radio, Westwood One, CNN Radio, NBC Radio and
CNBC Radio
• Reach: 10MM-12MM impressions• Cost: $8M
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Matte Release
• “Controlled” print opportunity consisting of a camera-ready, 350-word print story with photo
• Pre-produced article is mailed to small, localized daily and weekly newspapers
• Reach: 1MM impressions via 250+ outlets
• Cost Estimate: $7M
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Other Examples
• Media/Deskside Tour – Road tour with to meet with editors and talk about an organization, industry news, etc.
• Bylined Article – Written by a non-media person, usually an influencer in a certain field, and submitted for publication
• B-roll Package – Includes footage of an event, real people and soundbites that can be used in resulting TV stories
• Webcast – Use of Web to deliver “tours”
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Online/Digital Approaches
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• Crowd sourcing will drive new business models and innovation
• Leveraging offline contact via social networks• Mobile Web and iPhone application development• “Micro-Segmentation” or niche communities• Slim-down, build-up of news media• Mandate for “doing good” amps volunteering and
service organizations
What’s Going On?
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• Essential social media tools
• Start here for an understanding: ProCommunicator.com
Social Media Tools: Taking A Closer Look
Wikis Bookmarking
Forums
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• 300+ million users; largest social network in the world
• 70+ million American users
• 95 percent of users have used at least one app
• The fastest growing demographic - Boomers
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• Official Statshttp://www.facebook.com/press/info.php?statistics
• Uncovering Tastemakershttp://facebook.grader.com/
• Popular Facebook Forumshttp://forum.developers.facebook.com/
• Still confused?http://www.commoncraft.com/video-social-networking
Research: Facebook
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• Essentially a photo and video publishing platform – enables users to upload photos, tag them with relevant info
• More than 5 billion images hosted; 24 million monthly unique visitors
Flickr
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• Search Flickr.com for tagged photos
• Don’t forget to search for misspellings or abbreviations
• Looking for research on most popular cameras? Try Flickr’s camera page, based on camera metadata from uploaded images:http://www.flickr.com/cameras/
• Still confused?http://www.commoncraft.com/photosharing
Research: Flickr
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• Video sharing site – users, brands can create “channels” with their own content that others can subscribe to
• Also a social network – account creates ability to comment on photos, join groups
• An expensive Google acquisition – $1.6 billion
• High traffic – 60-80 million users/month, serves 100 million videos daily
• Crackdown on overly promotional videos (and ads) signifies emerging trend of monetization
YouTube
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• Go to YouTube and search for client names or industry terms
• Helpful FAQ page: http://help.youtube.com/support/youtube/
• Take a look at Blendtec “channel” to grasp how YouTube can be customized: http://www.youtube.com/user/Blendtec
Research: YouTube
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• Answers the question: “What are you doing?”
• Micro-blog = express publishing of the here and now
• 3rd most trafficked social network – 17+ million unique visitors
• Reports of wild growth – 2700 percent, 900 percent … whatever, it is a force of nature
• Oprah and Ashton “stamp” helped it go mainstream
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• Twitter search is straightforward, searchable by date via advanced http://Search.twitter.com
• Twitter Grader is useful for searching out top Twitter influencers by keyword, location and more; also has interface for Facebook http://twitter.grader.com/
• Still confused? http://www.commoncraft.com/Twitter
Research: Twitter
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• Private-label social networks platform
• Lets you host a content-specific social network without building the infrastructure
• Commonly used for specialty groups, nonprofits
• Requires some HTML/coding but is very straightforward
Ning
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• Ning has a search interface on its home page:http://www.ning.com
• For now, search is pretty limited – no ability to sort by number of members or relevance
Research: Ning
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• There are two kinds of Wikis:
– Internal Wiki (Razorfish) designed for real-time collaboration within an organization and streamlining/simplification of file-sharing over multiple sources
– External Wiki (Wikipedia) augmented and policed by consumers and viewed by the general public
WikisWikis
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Still confused?http://www.commoncraft.com/video-wikis-plain-english
Research: WikisWikis
Main Wiki Page
Discussion about Page
Content
View Page Source (edits)
See Change History
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• Blog – “a type of Web site, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video” (Wikipedia.org)
• 77.7 million unique visitors in the U.S. (ComScore, August 2008)
• Moms (aka “Chief Household Officers”) heavily use blogs as source of information; according to the 2009 Women in Social Media Study by BlogHER:– 64 percent of women are twice as likely to use blogs than social
networks as source of information
– 55 percent of women are in the blogosphere each week
Blogs
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• Technorati: Helps identify blogger influencers by topic http://technorati.com/
• Google Blog Search: Provides a good second layer for uncovering blog content. Use advanced search page to dig a bit deeper on date and other delimiters http://blogsearch.google.com/blogsearch/advanced_blog_search
• Build lists of top blog influencers for your topic http://www.blogs.com/topten/ and http://alltop.com/
• Still confused? http://www.commoncraft.com/blogs
Research: Blogs
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• Top 10 social bookmarks garner more than 30 Million monthly visitors
• These include (in order): Digg (news), Y!Buzz (news), Technorati (blogs), StumbleUpon (news), del.ici.ous (news), kaboodle (shopping), reddit (news), mixx (media sharing), Propeller (news) and Fark (media-sharing)
• “Slashdot Effect” aka “Slashdotting”
Social Bookmarking Bookmarking
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• Junoba (http://www.junoba.com/) currently offers one of the more robust social bookmarking search engines
• Still confused?http://www.commoncraft.com/bookmarking-plain-english
Research: Social BookmarkingBookmarki
ng
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• Thread-based conversation sites for users to pose, answer questions and engage in dialogue
• Structured much like e-mail; forum might be based on a large topic (airline travel) with sub-forums for specific categories (airlines, destinations)
• Often used for technical content on consumer electronics sites
Discussion Forums
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• Researching and monitoring posts within forums: http://boardreader.com/
Research: Discussion Forums
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• 162 million smartphones sold globally in 2008
• 34 million smartphones were sold in the United States in 2008 (20 percent of the nation's overall mobile phone market of some 173 million units)
• Apple's App Store offers 27,000 iPhone applications
• As of March 2009, 800 million downloads from the App Store (500 million as of mid-January 2009)
• According to marketers: mobile apps – trillion dollar industry; mobile gaming apps – billion dollar industry
Mobile/iPhone Apps
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• Google remains the easiest way to find mobile applications
• iPhone, BlackBerry and Windows all offer very popular mobile applications, some of which are platform-specific, however many are cross-platform
• Popular aggregators like Google and Yahoo! also offer branded apps
Research: Mobile/iPhone Apps
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Web-/Pod-/VOD-casts
• What is it?– Distribution of edited video or audio clips to media outlets– Helps support programs with online or buzz-driven coverage
• Expected Results– Postings on variety of Web sites/blogs– Potential traffic increase to brand Web site
• Best used for– Supporting larger PR initiatives and tactics– Generating broader awareness for campaign, event, etc.
with media – Repurposing b-roll, sound bites, etc.
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Asset Page for Online Influencers
• Develop brand asset page and populate with content that bloggers and target sites can drag and drop
• Includes multiple categories for information
• Facts, stats, pics, video, media coverage and more
• Link to content is given to target sites when we’re dialoguing with them; so content is exclusive to our online influencers
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Research, Education & Empowerment