PR 101How to Get the Media to Cover Your Business

(and All-America Selections!)

PR 1011. Traditional Media

2. New Media

Traditional Media 101

1. Print

2. Television

3. Radio

Presented by Sarah Kuna

Possible Targets1. Trade

(grower and retailer)

2. Consumer

(local, regional and national)

Traditional Media1. Create relationships – Build relationships

before you need them.

2. Know the media – read the newspapers, watch the TV stations, listen to the radio. Opportunities abound when you least expect it.

3. Have something worth sharing – have something newsworthy.

Traditional Media4. Provide a news hook. Don’t make the

journalist figure out what is newsworthy.

5. Write well – subject lines have to explain what’s interesting and catch attention.

6. Get to the point – KISS

7. Become a source – be a thought leader and a go-to person on the subject of your choice.

Traditional Media8. Present the facts – Who, what, when,

where--finish.

9. Show personality – don’t be afraid to have fun and show your passion.

10. Speak to the audience – don’t try to “sell” the company, just the message.

Real Example of basic PR Two press releases in early 2010

= Almost 100 million

media impressions

in January and

February alone

Great Example

Do You Know These People?

You should!

(Coverage in trade journals)

Social Media 101 Presented by Lauren Klopmeyer

What is Social Media?• New type of media that allows

corporations and organizations to reach larger and broader audience in a more personal way

• Many different platforms, but all web-based

• Assists with promotion of companies and self-promotion in a simple way

By the Numbers500 million people in the world have a

Facebook account180 million people visit Twitter.com

every month, and Twitter users “tweet” an average of 55 million times each day

50 million people worldwide are on LinkedIn

126 million blogs are on the internet70% of bloggers write about and promote

brands on their blog (without being paid!)

Social Media and AAS• Not-for-profit organizations rely

on grassroots marketing • Social media has proved itself as

an affordable and effective medium for marketing

• Simple enough for anyone to promote a product, and to succeed

AAS and Facebook• Facebook.com is a social networking site

that allows businesses and organizations to create fan pages to gain exposure to existing and potential consumers

• AAS and NGB both have fan pages that reach out to fellow Facebook users

• Promote yourself! • By promoting your role as a judge, you can

discuss your selections as well as market your affiliates

AAS (and AGA) and Twitter• Twitter is a constant stream of

updates posted by users- it can be a link, a photo, a quote, a greeting or a phrase- anything!

• Used by organizations to provide links to websites, discuss products, “retweet” or show what other users are saying about their products

• Used by people to promote themselves

LinkedInA more professional Facebook

site, providing networking opportunities with other professionals within and outside your industry

Person-to-Person contact as opposed to Business-to-Person interaction

Connect with growers, breeders and other judges

What Can You Do?On Facebook: create a fan page for

yourself, or post about selections on the AAS fan page to give an “insider’s look” at the selection process

On Twitter: update your followers on what your role as a judge is, and discuss the gardens your visiting and the products your judging

On LinkedIn: connect with other judges and people from the industry, join groups

Get started!Social media is a growing phenomenon

that is changing the way products are marketed.

Create a Facebook page.Setup a Twitter account.Connect on LinkedIn.

Learn how to successfully utilize social media to better your business now and in the future.

Examples

Questions?

How can we help you?

How can you help us?

Ideas?