jump start your business apr22 09
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Promotion/Publicity/PRTRANSCRIPT
Jump Start Your BusinessPromotion / Publicity / Public Relations
A Special PresentationMount Prospect Chamber of Commerce
Mount Prospect Public Library
April 22, 2009
Fred BroviakBroviak Communications
What is Promotion/Publicity/PR?
Promotion: Marketing Related
Publicity/PR:
Projecting a Positive Image
Creating “Brand” Identity/Recognition
Publicity vs. Public Relations
Public Relations vs. Advertising
Key Elements of Public Relations Programs
Communicating through the “Media”
Special Printed Material
Presentations / Speaking Platforms
Corporate Identity Programs
Websites / Internet
Research on Perceptions
Components of the “Media”
Print, Broadcast, Cable, Internet
1. Programming/Format
2. Advertising – Paid Space
3. Content/Information
4. News Reporting
The Role and Power of the Media
Freedom of the Press
“Third Party Endorsement”
Politics and Government
The Economy
Businesses & Organizations
The Changing Media
Traditional Media – Print and Broadcast – Has Become Less Dominant
The “New Media” – Internet/E-Mail Based – Assuming Greater Importance in Providing
Information
Overview of the Media
• 19,000 Newspapers in U.S.
• 19,500 Magazines
• 1,600 Newsletters
• 17,000 TV, Radio and Cable Stations/Networks
• The Internet
Overview of the Media Advertising
$149 billion in 2007
Newspapers and Magazines - $59 billion
All TV - $45 billion
Radio - $10.7 billion
Internet – $11.3 billion
Outdoor - $4 billion
Competition and the Economy Impact Print Media
Since January 2008,
120 Newspapers Have Shut Down
21,000 Jobs at 67 Newspapers Lost
Chicago Tribune and Sun-Times
In Bankruptcy
Pioneer Press Has Ceased Operation in Several Suburban Communities
The Shrinking Newsrooms
Readership and Circulation Down
Lower Advertising Revenues
Reductions in Editorial Staff
News Coverage Has Declined
Getting News Reported is More Challenging
A Changed Media
Internet News Sources – MSN, AOL, etc.
On-Line Editions of Publications – Wall Street Journal, Tribune, Daily Herald
Expanded Cable TV – CNN and Other
Social Networks – FaceBook, Linked-In, etc.
YouTube and Twitter
A “Blurred Line” Between Advertising and Editorial
Advertorials
Articles Linked to Advertising
Sponsored Website Listings
Promotion of Products in Programs & Movies
Geo-Specific Information/Advertising
What Information is “Valid”
Traditional Role of Media in “Reporting”
Journalistic Review and Objectivity
Who’s Checking for Accuracy?
Editorial Discretion Has Also Been a Screening and Limiting Factor
Now, It’s More Up to the Reader to Determine
What Can You Do to Realize the Value of Publicity / PR
• Identify the Media that Is Important
• The Print Media – Local Media
• Sections of Newspapers
• General Interest or Reader Specific
• Trade, Professional, Special Interest Publications
Send-Out News Releases
• A Primary Means of Reaching the Media
• Announce Something Important
for the Company & Stakeholders
• Contact the Right Reporters/Editors
• Communicates in a Format That
Editors/Reporters Use
Value of On-Line Editions
• An Important Source for News
• Includes Print Edition News
• Expanded News Coverage
• Can Search for Info More Easily
• Favored by New Media Followers
• Pick-Up by Search Engines
Leverage Your “News”
• Let Clients/Prospects Know When You’re in the Media/Press
• Send a Message About This
• Link to On-line Media Site
• Include PDF of Article
• Work the “Third Party Endorsement”
Use Your Website for News Releases
• Include “News” on Your Site
• Update this Regularly – Weekly/Monthly
• Have News That’s Relevant and Valuable
• Link with Other Newsworthy Sites
• Link “News” to Your E-mail Messages
“Push” News Directly to Your Contacts
• Don’t Rely on Just the News Media
• Publish a Newsletter
• Provide Relevant & Valuable Info
• Send-Out on Regular Basis
• Use Services like Constant Contact
Geo-Specific Promotion of Your Business
• Work the “Blurred Line”
• Consider Local Ad Link
• Target for the Areas You Serve
• Provide Coupons/Promotions
• Include Video
Go Direct to Clients/Prospects
• Pursue “Speaking Platforms”
• Identify Special Events to Sponsor
• Perhaps Co-op with Other Businesses
• Promote Your Event
• Alert the Media and Issue a News Release
Distribute Your “Presentations”
• Send to Your E-mail List
• Put on Your Website
• Include on Your Linked-In Profile
• On YouTube?
The Media- Good & Bad News
One the Negative Side:
The Traditional Media is Shrinking
Fewer Newspapers
More Competition for Editorial Space
The “Big Guys” Have the Clout
The Media - Good & Bad News
On the Positive Side:
An Expanded Media
More Opportunities
Less Reliance on Traditional Media
You Have More Control
Contacting the Media
Identify Key Media
Get to Know Editors/Reporter
What Are Their Interests
How to Interest Them
How To Reach Them
Helping the Media
Be a “Source” of Information
Provide Them with Ideas
Don’t Be Self Serving
Establish Credibility
The Role of Media Relations
1. Getting News Reported
2. Placing Feature Articles
3. Being Quoted as an Expert
Responding To the Media
Media Response Training
How to Answer Questions
Techniques
How to Get Your Points Across
Realizing Your Objective
Some Final Thoughts
Think About Public Relations
Identify News and Stories
Make a Plan and Follow It
Do It Yourself or Hire Someone
Have the Media Work for You
Our Thanks
Jim Uszler
Mount Prospect Chamber of CommercePatricia Smolin
Mount Prospect Public LibraryMichael Davey
Mt. Prospect Child Care Center