jump start your business apr22 09

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