phil siegel -- media works
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MediaWorks
Phil SiegelStrategic Publicity and Visibility
Background Who I am What I do What I need
Phil Siegel, MediaWorks
Publicity Case Study Determine audience Develop strategy Implementation
Personal Background
Can name all Oscar winners 1927-2009 Annual reunion with 12 high school friends Unapologetic liberal Netflix and Tivo have changed my life Project Runway, Breaking Bad, Dexter, Glee
Phil Siegel, MediaWorks
Work Background: 1984-1991
Supervisor of Media Relations
Phil Siegel, MediaWorks
What I Do: MediaWorks
since 1991
Creative Strategy Visibility Radio, TV, Print, Online
Phil Siegel, MediaWorks
In other words: Me
Media
Phil Siegel, MediaWorks
Clients
How Do I Do It?
Media strategy Develop story angles Work with producers, editors, reporters, bloggers Spokesperson Training Produce videos
Phil Siegel, MediaWorks
Some Favorite Clients
Phil Siegel, MediaWorks
Who Do I Want To Meet?
Companies who need external positioning Businesses who want to be in the public eye Individuals who are afraid to speak publicly Leaders needing a visibility strategy Programs looking for a new audience
Phil Siegel, MediaWorks
CASE STUDY: Bare Necessities
Phil Siegel, MediaWorks
Objective: Publicize Bee Blocker
Phil Siegel, MediaWorks
Challenge #1: Determining the target audience
BearsAdventurous GardenersAmateur HoneymakersInvestors in Pollen Futures
Phil Siegel, MediaWorks
Challenge #2:Which info source to target? Berenstein Bears: NY Times Book Review Smokey the Bear: ESPN Organic Housewives: Food Network Zookeepers: Home and Garden TV Pollen Investors: Business Week Honeymakers Union: Bay Guardian
Phil Siegel, MediaWorks
Challenge #3: Developing strategies
Create a Honey Tasting Festival National Summit of the Radical Bee Movement Spokesperson Selection: Winnie the Pooh You Tube Video: Surviving Beestings
Phil Siegel, MediaWorks
Challenge #4: Pitching Various Story Ideas Editorial Pages: “Is the Latest Fad in Bee
Protection Anti-Insect?” Entertainment Media: “Bare Necessities to
Sponsor a Gentle Ben Retrospective” Business Media: “Republicans Fight
Stimulus money to create American Bear Suits”
Phil Siegel, MediaWorks
MediaWorks partners with clients to develop a strategic visibility plan to communicate with a specific target audience, whether they are lions, tigers or bears. Oh, my.
Phil Siegel, MediaWorks
Questions?
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