Connecting to the Media =Connecting to your customers

Profile• Dee Dhaliwal• Sales & Marketing

Director• Serial Volunteer• Specialize in

creating personal connections

1 Message, 4 Ways

• Editorial• Advertising• Social Media• Networking

Free Ink

• Attention grabbing headlines• Answer 5 W’s in 1st paragraph• Don’t use jargon• Stick to the facts• Target media appropriately

Free Ink

• Keep it short• Include contact details• Specify what can be published• Give plenty of notice• Follow up

ExamplesBad Press Release

: S u b je c t MEDIA RELEASE: THE FLYING TIGER + BLASTED CHURCH = GOOD TIMES IN YOUR MOUTH

For immediate release. + TH E FLYIN G TIG ER B LAS TED

= C H U R C H G O O D TIM ES IN YO U R MO U TH

On Sunday March 29, The Flying Tiger and Blasted Church Vineyards will present The Flying Tiger’s first-ever winemaker’s dinner.

Chef Tina Fineza will prepare a special five-course dinner, which will be paired with four Blasted Church wines.

• Why? Bad subject, no story, BORING!

Good Press Release: S u b je c t Spring is in the air: Aloe Design's DIY Garden

Design Kit For Everyday Living - 'Design in a Box', ( 2 4 , 2 0 0 9 ) Va n c o u v e r B C M a r c h

-- Aloe Designs has launched a new way for homeowners to get ‘Do it Yourself’ garden design that incorporates professional expertise at a fixed price. Aloe’s new Design in Box kits are essential for every homeowner – everything you need is at your fingertips to make any project manageable and affordable.

Aloe’s Design in a Box is a customized garden design

toolbox that provides clients with: professional concept plans, details on how and where to implement the design, site analysis (dishing the dirt on your dirt), shopping lists for plants, hardscape materials and accessories; and most importantly, expert advice on how to keep things green.

Paid Ink

• Target your market• Define product/services• Include call to action• Design C.R.A.P.

– Contrast– Repetition– Alignment– Placement

Examples

Social Media

• Have a presence (ex. Facebook, LinkedIn, Twitter, Blogs)

• Be yourself• Give your brand personality• Befriend your target market• Think Google friendly language

Facebook

E-newsletters

My Mantra

• Be yourself• Do good• Yes you can• Try anything once!• Be prepared

to change• Never say never

LOOK Spring 2009

Thanks!