How 10 Minutes Using Cision Led to a5 Minute Segment on NBC’s “Today”

Presented by Rafe Gomez / VC Inc. MarketingJanuary 27, 2016

Today’s Participation

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• During today’s webinar, attendees will be in listen-only mode.

• If you are experiencing audio issues, please use the chat box to contact the webinar host.

• Submit text questions: Q&A addressed at the end of today’s webinar.

#CISIONWebinar

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Airdate: 9/9/15

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10 minutes of using Cision…

• researching contacts• setting-up an email that targeted the selected contacts

…resulted in:

a 5:19 segment on NBC’s “Today”

• NO previous contacts at “Today”• NO existing relationships with any

“Today” staff• NO experience pitching an idea to a

network TV Show

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Official disclosure:

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Let’s rewind…

1. TripleWin© media coverage/PR approach

2. Usage of Cision to implement approach

3. Ongoing leveraging of resulting media coverage/PR

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The Strategy

• Audio engineering college

• Seven U.S. campuses(NYC, L.A., Nashville, Atlanta, Miami, Chicago, San Francisco)

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Client details

Top industry trade media

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1010

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Who influences the enrollment decision?

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Influencers

Primary influencer

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Media environment checklistto reach moms:

• Wide reach?• High profile?• Great showcase?

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Morning TV news segment checklist:

• Mainstream appeal?

• Attractive to morning news show?

• Entertaining?• Valuable/useful?

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MAKEOVER!

Singing makeover formusically challenged reporter!

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Excellent opportunity to highlight…

• Facilities• Faculty

• Students

Validation by major media outlet!

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The element of a story that makes it more timely and important. A news peg gives the audience more reason to pay attention to a story, and it connects the story to the here and now.

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What is a news peg?

Singing makeover news pegs:

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• Assignment Editors/Managers

• Producers/Executive Producers

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Who to pitch at TV:

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Subject line: short, clear, enticing

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First paragraph: who you are, where you work,noteworthy detail

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Second paragraph: what you’re “selling”,what’s involved, the benefit(s) to the media outlet

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Third paragraph: call to action!

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Valuable pitching wisdom

GOLDEN RULE OF EMAIL PITCHINGIt’s not what you want to say,it’s what your target needs to hear.

Three C’s of Email PitchingBe clear, concise, & convincing.

Motivational Pitching MantraThey need great content.You have it!

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SAE on Fox 17/Nashville!

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SAE on…

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AWESOME NEWS PEG FOR NATIONAL COVERAGE

Sunday, August 30, 2015

1.Researched targets(CBS, NBC, ABC, Fox, CNN).

2. Sent pitch email.3. One week later:

PHONE/EMAIL REPLY FROM “TODAY”!!!

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The campaign begins:

• Idea #1: MTV VMA singing makeover

• Idea #2: “The Voice” singing makeover

• Idea #3: “Anchors Schooled” singing makeover

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“Today” said…

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1. TripleWin© media coverage/PR approach

2. Usage of Cision to implement approach

3. Ongoing leveraging of resulting media coverage/PR

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The Strategy (Revisited)

Content should deliver benefits for…a. the media outletb. the audiencec. the client

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1. TripleWin© media coverage/PR approach:

“Today” benefits:• Visual story

consistent with theme

• Compelling before/after (“reveal”)

• Fun for anchors

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Media outlet + audience benefits:

Audience benefits:• Entertaining• Fun to see

anchors struggle then succeed

• Informative to parents of prospective students

• Almost $1,000,000+ of free media coverage(broadcast + online)

• Easily findable positive online content• Validation from one of America’s most credible

media outlets

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SAE benefits:

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2. Usage of Cision to implement approach:

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3. Ongoing leveraging ofresulting media coverage/PR:

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Like “Star Wars”, your coverage has legs

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Can YOU do it?

YES YOU CAN!

Questions & Answers

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Please enter your questions for the speaker in the chat box of your webinar console or tweet them to #CisionWebinar.

Thank you for attending!

About Cision

Cision is a leading global media intelligence company, serving the complete workflow of today’s communications, social media and content marketing professionals. By offering the industry’s most comprehensive PR and social software, rich analytics and a Global Insights team, Cision enables clients to improve their marketing and strengthen data-driven decision making. Cision also represents:

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100,000+ CUSTOMERS

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