04/10/2304/10/23

DEALING WITH A DEALING WITH A CHANGING MEDIA WORLDCHANGING MEDIA WORLD

John LandsbergJohn Landsberg

04/10/2304/10/23

BACKGROUND

Started at Lorain (OH) Journal as intern Joined Cleveland Plain Dealer as a

sportswriter Jumped to corporate side for more money

and normal hours Worked as director of media relations at

Sprint for 13 years. Formed Bottom Line Communications in

1996

04/10/2304/10/23

BOTTOM LINE COMMUNCATIONS Currently ranked 12th of Top 25 PR

firms in Kansas City Garner positive publicity for clients Do media training Crisis Communications

04/10/2304/10/23

My site bottomlinecom.com discusses local and national media.

I write a small business column/sports column

Radio/TV/newspaper interviews Host radio shows as needed

04/10/2304/10/23

FAMOUS FOLKS

04/10/23

TOPICS FOR TODAY

• INCREDIBLE SHRINKING INCREDIBLE SHRINKING NEWSPAPERSNEWSPAPERS

• HOW DO YOU PITCH TO THE PRESS HOW DO YOU PITCH TO THE PRESS THESE DAYS?THESE DAYS?

• WHO ARE THE GATEKEEPERS?WHO ARE THE GATEKEEPERS?• MEDIA KITSMEDIA KITS

04/10/23

THOUGHTS….THOUGHTS….

“ADVERTISING YOU PAY FOR, PUBLIC RELATIONS YOU PRAY FOR…”

“PUBLIC RELATIONS IS DOING GOOD AND GETTING CAUGHT AT IT…”

04/10/23

• Gimme back that Filet-O-Fish.Gimme that fish! Gimme back that Filet-O-Fish. Gimme me that fish! What if it were you hanging up on this wall? If it were you in that sandwich, you wouldn't be laughing at all! So give me back that Filet-O-Fish, give me that fish!

•

http://www.youtube.com/watch?v=6bJOIqVAD-s&feature=player_embedded

04/10/23

PUBLICITYPUBLICITY

WORTH 10-12 TIMES THAT OF ADVERTISING

REPRINTS TAKES TIME AND OFTEN DOESN’T

WORK ACCORDING TO SCHEDULE CHANGING MINDS CAN BE A SLOW

PROCESS PR BLUNDERS CAN LEAVE A LASTING

POOR IMAGE (EXXON VALDEZ 1989)

04/10/2304/10/23

KEY TO SUCCESS

“KNOW THY MEDIA!!!” RELATIONSHIPS ARE THE KEY TO

GENERATING POSITIVE PUBLICITY PITCHES MUST BE TARGETED. ONE SIZE DOES NOT FIT ALL

04/10/23

NEWSPAPERS TODAY

NEWS HOLE SHRINKING KEY REPORTERS/COLUMNISTS BEING LET GO

WALL/VEIL BETWEEN ADVERTISING/ EDITORIAL

STAR READERSHIP DECLINING – (2008): 380,000/270,000 (2008); (2009):

340,000/235,000

04/10/2304/10/23

PITCHING A STORYPITCHING A STORY

KNOW WHO DOES YOUR TYPE OF KNOW WHO DOES YOUR TYPE OF STORYSTORY

HAVE A BACKGROUNDER AND NEWS HAVE A BACKGROUNDER AND NEWS RELEASERELEASE

PITCH ONLY LEGITIMATE NEWS ITEMSPITCH ONLY LEGITIMATE NEWS ITEMS

PESTER, PESTER, PESTER…PESTER, PESTER, PESTER…

04/10/2304/10/23

GATEKEEPERS

NOT ALWAYS OBVIOUS MIGHT BE AN EDITOR AT A

NEWSPAPER OR A REPORTER ASSIGNMENT EDITOR AT TV STATION,

BUT SOMETIMES ANCHORS PRODUCER AT RADIO STATION OR

ON-AIR TALENT

04/10/2304/10/23

MEDIA KITS

HAVE LITTLE VALUE IN TODAY’S ENVIRONMENT

HAVE ALL THAT INFORMATION ON A WEB SITE (UPDATE REGULARLY)

LINK TO WEB SITE ON ALL CORRESPONDENCE

04/10/2304/10/23

FUTUREFUTURE

NEWSPAPERS WILL NOT BE KEY TO NEWSPAPERS WILL NOT BE KEY TO PUBLICITYPUBLICITY

COORDINATED, INTEGRATED COORDINATED, INTEGRATED COMMUNICATIONS PLANSCOMMUNICATIONS PLANS

SOCIAL MEDIA WILL BE VITALLY SOCIAL MEDIA WILL BE VITALLY IMPORTANTIMPORTANT

RELATIONSHIPS WILL STILL BE THE RELATIONSHIPS WILL STILL BE THE KEY TO PUBLICITYKEY TO PUBLICITY