getting noticed

26
Gettin g notice d Gordon Mayer

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Two-hour workshop for Chicago Cabaret Professionals group of singers seeking to improve their communications strategy and planning, pitching, press release writing, and giving good email.

TRANSCRIPT

Page 1: Getting Noticed

Getting noticedGordon Mayer

Page 2: Getting Noticed

CMWho?

Communica-tions35%

Executive Director, or other staff

32%

Board mem-ber/other vol-

unteer7%

Other26%

What do you do?

Page 3: Getting Noticed

TurnoutAttendance at an event

Why we communicate

AwarenessUsually traces back to

moneyAdvocacy Best to engage audience

Page 4: Getting Noticed

Where did that plan go?

Page 5: Getting Noticed

How long is a strategy?

Page 6: Getting Noticed

What are our goals?

Page 7: Getting Noticed

Who are our audiences?

Page 8: Getting Noticed

What are our messages?

Page 9: Getting Noticed

• Hi! My name is _____ and I’m a …

• You know how… (problem)

• Well, what I do is…(feature)

• So that …(benefit)

• I’m kind of like …(metaphor)– Feature: the physical traits or description of what you do

– Benefit: a feature translated into a member’s satisfaction. What do the members get because of what you do?

– Metaphor: a comparison that can be funny or startling; goal is to make your work familiar.

Crafting an elevator speechWho we are, in less than 2 minutes

Page 10: Getting Noticed

1. Package

Package

Page 11: Getting Noticed

2. Practice

http://bit.ly/newsrelease

Page 12: Getting Noticed

3. Pitch“Do youhave aminutefor meto pitchyoua story?”

Page 13: Getting Noticed

The subject line

• The most important part of the pitch• Need to make most impact in fewest

words• Competing with spam• Balance between playing it straight,

using humor or shock value

Page 14: Getting Noticed

Huh???

“Party like it’s 4701”(for airfare sale to Asia, by student travel company)Result: Atlanta Journal-Constitution coverage

“Laps with Led Zeppelin”(for snorkel with attached radio)Result: Dallas Morning News, Wash. Post coverage

Page 15: Getting Noticed

Playing into media mindset

“Another annoying COMDEX request”(for technology company trying to set up meetings at big

trade show)Result: Tech execs totally booked for show

“PR flack run down by bus!”(pitch for company promoting hospital emergency-room

efficiency)Result: Boston Globe interview

“Not-so-hot story idea”(pitch for an infrared sauna that was cooler than standard

saunas)Result: New York Post coverage

Page 16: Getting Noticed

Sex sells (surprise, surprise)“Texas Sodomy Imminent”(for PFLAG, highlighting end of TX sodomy laws)Result: Wall St. Journal, N.Y. Times, AP

“This month’s pin-ups”(for “pinning” ceremony held at nursing school)Result: NYC regional media coverage

Page 17: Getting Noticed

Fun

“How many students does it take to change a light bulb?”(pitch for American U. programs to teach basics of home repair to students)

“Would you like to replace your ex-husband with a plant?”(pitch for photographer who digitally restores old photos)

Page 18: Getting Noticed

Huh??? (round 2)

“Do cats need e-mail accounts?”(for cat owners’ Web site)Results: MSNBC, Wall St. Journal, USA Today

“Stevie Wonder, Dick Cheney and a Volvo”(for Inventors’ Hall of Fame)Results: L.A. Times, AP, SF Chronicle

“47% think it’s OK to use cell phone in bathroom”(for Sprint PCS survey on cell-phone etiquette)Result: Several radio placements

Page 19: Getting Noticed

The spam problem

• Newsrooms have spam filters, but reporters don’t know how to use them

• Innocent words can trip filters: “free,” “money,” “check,” “cash”

• Action verbs, like “buy,” “save,” and “get” cause problems

• List of “trigger” words at:http://www.wilsonweb.com/wmt8/spamfilter_phrases.htm

Page 20: Getting Noticed

If it’sthat easy,why isgettingnewscoverage so hard?

Page 21: Getting Noticed

Tomakenews,youneedto doorcreate something

Man bites Dog, Peter Blapps, from flickr

Page 22: Getting Noticed

Like what?

• Identifying a Problem

• Finding a Solution

• Creating a Conflict

• Making a Fresh Start

• Doing Something New

• Doing Something Unusual

Page 23: Getting Noticed

Not these

“mission statement” by Ecastro, from flickr

Page 24: Getting Noticed

6 types of media stories

• Oh No!...disaster, tragedy, bad news

• Yes!...victory, agreement, improvement

• Wow!...extreme, unique event

• Hmmm!...thought-provoking, stimulating

• Rituals...opening days, funerals, birthdays

• News You Can Use...helpful information

Page 25: Getting Noticed

The alternatives may be better

http://bit.ly/cmwethnic

Community news

Page 26: Getting Noticed

Get found online!

Add your group to our directory at www.communitymediaworkshop.org

And fan us on Facebook!

www.facebook.com/ communitymediaworkshop

Thank you!