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Creating a ‘Buzz’ and Making News
Lori Greiner, Communications Manager, @lgreiner
Michael Sutphin, Writer, @michaelsutphin
Master Gardener College, June 24, 2011
Overview
• Begin with an end in mind• Select your tools• Recruit “Raving Fans”• Develop relationships• Build community• Keys to success
Begin With An End In Mind• What does success
look like?
• Who are you?
• Who is your audience?
• Who is your competition?
Select the Appropriate Tool
• Word-of-mouth
• Traditional Media (newspapers, T.V., radio)
• Web
• Social Media
Be A Story Teller
Be a story teller.
Create Raving Fans
• Provide exceptional products and programs
• Serve the needs of your clientele
• Provide good customer service
• Newsletters
• Brochures
• Fliers
• Direct Mail
Working with the Media
News is…
• Timely• Affects many • Innovative • Interesting • What journalists decide it is
Who are the reporters?
• Short on time• Friendly people who
are not necessarily your friend
• Smarter than you think
• And less knowledgeable
What reporters want is pretty simple…
• A good story • Good quotes• Recognition• Your respect, not necessarily your
affection• The feeling that they understand the issue
after 20 minutes as well as you do after two years
How do we get in the news?
• News releases• Pitches• Reporter queries• Periodicals• Video Releases• Radio spots• Columns
Why build relationships with reporters?
What’s your news?
• Write down what you are an expert in.• Describe in a sentence why someone
should care.• Try to tie it with a newsworthy issue.
Media Examples• How To - Planting a water garden• Community Service – Flower power• Community Service – Flag Park• Promotion/Event – Garden Walk• Community Service – New Project• Recruitment – Join Master Gardeners• Column – Feed Your Garden Well• Event – Butterfly House
Do your homework
• Make yourself media savvy — listen, watch, and read.
• Find out what stories are being covered so you can offer related stories.
• Read the paper and identify special sections or columns you can tap.
• Learn the names of local reporters and the subjects they cover.
Pitch a Homerun
• Think beyond your own news• Target the right reporters• State the facts• Time it right• Offer photos, charts, and other resources• Follow-up• Get excited
• Create/link page on local VCE website
• Keep it up-to-date• List keep contacts• List upcoming events &
programs on county calendar
• Make sure your site it useful to your clientele
Website Examples
• Heart of Virginia Master Gardeners • Northern Shenandoah Valley Master Gard
eners
What is Social Media?
Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue.
- Wikipedia
Why be social?
• It is where everyone is.• Build community and engage your
audience.• It is no longer about talking, it is about
conversing. • Social media is the new local.
How do you start?
• Social Media is a tool not a strategy• Develop a plan with a goal mind• Select the appropriate media• Participate
• Launched February 2004• More than 600 million members• All-in-one social networking service
(profiles, events, photos, etc.)• Building conversations through status
updates, comments, and “likes”• Pages vs. groups• http://
www.facebook.com VirginiaCooperativeExtension
• Microblogging site launched July 2006• An estimated 200 million members• Messages, called tweets, of 140
characters or less• Join conversations through replies (@),
retweets (RT), and hashtags (#)• http://twitter.com/vce_news
• Video sharing site launched February 2005
• Purchased by Google November 2006• Anyone may watch videos, and registered
users may upload unlimited videos• Channels allow users to create video
blogs
YouTube Examples
• Loudon County• Farm Bureau – Virginia Master Gardeners• Prince William – Master Gardener Minutes• Prince William – Master Gardener Minutes• County Converstations
How to Be Successful
• Post regularly with high quality content• Use visuals• Ask questions• Master one tool at a time• Be transparent, accurate, mindful and
respectful
Keys to Success
• Keep it simple• Consistency in messaging• Consistency with look
– Master Gardener Logo– Virginia Cooperative Extension Logo
• Don’t forget to share your successes– Future.ext.vt.edu
How to Reach Us
Lori Greiner, Communications Manager
(540) 231-5863
Michael Sutphin, Writer
(540) 231-6975
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