media magnet - how to get great pr (1-3) clare kumar · 02/04/2015 1 media magnet how to position...
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MEDIA MAGNET - How
to Get Great PR (1-3)
Clare Kumar
02/04/2015
1
MEDIA MAGNET
How to Position Yourselfas an Expert and Get Great PR
by Clare Kumar
@streamlife #NAPO2015
© 2015 Streamlife Ltd.
Agenda
1. Why invest in Public Relations?
2. How to position yourself as an expert
3. How to win coverage and influence people
4. How to capitalize on PR
© 2015 Streamlife Ltd.
Why invest in PR?
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© 2015 Streamlife Ltd.
What is PR?
“A strategic communications process that
builds mutually beneficial relationships
between organizations and their publics.”
Public Relations Society of America
Talking to your audience to better your relationship.
© 2015 Streamlife Ltd.
Benefits of PR: Credibility
Which would you find more trustworthy?
© 2015 Streamlife Ltd.
Benefits of PR: Affordability & ROI
All you need is time, energy & a splash of creativity.
• $16-40K per 30 second spot on top TV show.*
• P&G: ROI of 275% for 6 brands**
• Miller Brewing: $1 on PR generated $8 in sales vs
$1.06 on advertising***Canadian Programming Economics, 2009, Nordicity
** www.alexsingleton.com
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© 2015 Streamlife Ltd.
Benefits of PR: Natural evolution
Good PR
leads to more
good PR.
Early/Solicited PR Organic PR
*All logos belong to their respective owners.
© 2015 Streamlife Ltd.
Benefits of PR: Real Time Results
From press release to published in a day!
© 2015 Streamlife Ltd.
PR Risks: Lack of Control
Sometimes PR goes south, but it still builds awareness.
Photo: Screen grab CBC via Financial Post
Dragon’s Den
contestant, Marc
Ribeiro sues the
CBC over damaging
portrayal.
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© 2015 Streamlife Ltd.
PR Risks: Negative Reaction
Choose your words carefully.
Photo: imgace.com
“Some women’s bodies just
don’t actually work for it.”
© 2015 Streamlife Ltd.
How to position
yourself as an expert
© 2015 Streamlife Ltd.
What is an expert?
ex·pert/ˈekspərt/
Having, involving or displaying special skill or
knowledge derived from training or experience
Merriam Webster
Experts keep learning &
continuously share their knowledge.
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© 2015 Streamlife Ltd.
Examples of experts
Experts all started somewhere.
© 2015 Streamlife Ltd.
Why bother?
Growing your personal
brand makes your
business more compelling
Drive growth &
convert followers into
customers.
Sir Richard Branson, Photo: philly.com
© 2015 Streamlife Ltd.
What does it take?
Competence – be good at what you do
Commitment – belief in yourself and doing the work
Confidence – put yourself in front of new opportunities
Credibility – be trustworthy
Communication – become a compelling story-teller
Be good. Don’t worry about being the best.
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© 2015 Streamlife Ltd.
The expert journey
Dreyfus model of skill acquisition (1980)
• Novices – rigid adherence to taught rules or plans
• Advanced beginners – limited situational perception
• Competent – formulate routines
• Proficient – holistic view, prioritizes aspects, adapts
• Experts – transcend reliance on rules, intuitive and
analytical, visionary, thought leadership
Becoming an expert is a journey, not a destination.
© 2015 Streamlife Ltd.
Build your knowledge
1. Blogs
2. Books and articles
3. Social networks
4. Industry associations
5. Trade publications
Find your focus & dig deep.
Photo: Streamlife
© 2015 Streamlife Ltd.
Find your voice
1. Create your own content
2. License content or work with
an expert to create new
3. Respond to existing material*
* Tim Ferris advises to paraphrase and combine
points from several books on a topic in his book
The Four Hour Workweek
Create compelling content.
Tim Ferris, Photo: Daniel Krieger Photography
Marie Forleo and Oprah Winfrey, Photo: marieforleo.com
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© 2015 Streamlife Ltd.
Share your knowledge
1. Social Media – easy to engage with other leaders
2. Blogs – your posts, interview other experts
3. Articles
4. Books
5. Speaking
6. Video – Youtube experts
7. Traditional media – television, radio, print
Demonstrate thought leadership.
© 2015 Streamlife Ltd.
How to win coverage
and influence people
© 2015 Streamlife Ltd.
Where to start
• Identify your target market and
the publications they read and
watch
• Create an editorial calendar
based on your marketing plan
• Define your objective
Sharpen your aim.
Photo: Fotolia
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© 2015 Streamlife Ltd.
Build skills and relationships
1. Develop basic PR and marketing skills
• Craft key messages and press releases
• Work with the camera
• Successfully manage an interview
2. Write!
3. Build relationships
Be generous. Do good work.
© 2015 Streamlife Ltd.
Working with traditional media
1. Craft your pitch – Find a “hook” and write a
compelling press release or pitch around it
2. Submit pitch with two other story ideas
3. Follow up
Make the other person’s job easier.
© 2015 Streamlife Ltd.
Be memorable
• Develop your personal style
• Don’t be afraid of colour
• Invest in a fabulous
headshot
• Build a media kit
Presentation counts.
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© 2015 Streamlife Ltd.
How to
capitalize on PR
© 2015 Streamlife Ltd.
Capitalizing on your PR
1. Add significant achievements to your email signature
2. Share via social media
3. Re-write as blog posts or case studies
4. Add to your website
Make PR continue to work for you.
© 2015 Streamlife Ltd.
Capitalizing on your PR
5. Share with prospective
clients, especially if the
coverage includes a
testimonial
Let your PR speak for you.
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© 2015 Streamlife Ltd.
Post PR analysis
1. Did your campaign generate the results you expected?
2. What would you do differently next time?
3. Can you leverage the PR even further?
Get better at making PR work for you.
© 2015 Streamlife Ltd.
Strut your stuff!
• POC Dir Mktg House and Home for Canadian Tire Canadian Tire
Storage and Organizing Expert What Women Want Event for Debbie
Travis Product Demonstration Industry presentations
• Spoke at Mumnet Group Interviewed bywww.sweetmama.ca
Aeroplan Rewards program
• Spoke at Urban Mode Seen by television producer Hired to shoot
for theloop.ca
If you’re out talking about what you love,
chances are you’ll get noticed.
© 2015 Streamlife Ltd.
I’d LOVE to connect with you…
@streamlife @pliio
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1. What’s your main PR objective?
a) Building Product/Service Awareness or Interestb) Providing Informationc) Stimulating Demand d) Reinforcing the Brand
2. What do you want to be known as?
a) Professional Organizerb) Productivity Consultantc) Authord) Other: ________________________________
3. How often do you want to create positive PR?
a) Monthlyb) Bi-monthlyc) Quarterlyd) Semi-annuallye) Other: _______________________________
MEDIA MAGNET-HOW TO GET GREAT PR
HANDOUT
PROFESSIONAL ORGANIZERPRODUCTIVITY CONSULTANTPRODUCT DEVELOPERSPOKESPERSON
© 2015 Streamlife Ltd. For your own use. May not be republished without permission. For questions and permissions, please email [email protected] or call 1-855-356-3569
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4. Create your PR Editorial calendar. Choose a topic for each relevant period.
MEDIA MAGNET-HOW TO GET GREAT PR
HANDOUT
JANUARY FEBRUARY MARCH
APRIL MAY JUNE
JULY AUGUST SEPTEMBER
OCTOBER NOVEMBER DECEMBER
PROFESSIONAL ORGANIZERPRODUCTIVITY CONSULTANTPRODUCT DEVELOPERSPOKESPERSON
© 2015 Streamlife Ltd. For your own use. May not be republished without permission. For questions and permissions, please email [email protected] or call 1-855-356-3569
4/2/2015
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5. In which outlets would you like to be covered?
6. Craft a sample pitch. a) Headline___________________________________________________________________
b) 3-5 explanatory points_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
c) How will you make this compelling for media outlets? Eg. images, demos, tips____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
© 2015 Streamlife Ltd. For your own use. May not be republished without permission. For questions and permissions, please email [email protected] or call 1-855-356-3569
MEDIA MAGNET-HOW TO GET GREAT PR
HANDOUT
Newspaper
(2 -3 weeks)
Magazines
(Monthlies – 3-6 months,
Weeklies – 4 weeks,
Dailies – 1 – 3 weeks)
Television
(News – 2 days before,
Lifestyle – 2-8 weeks)
Radio
(1-6 weeks)
Blogs / Podcasts
(1-4 weeks)
Other
PROFESSIONAL ORGANIZERPRODUCTIVITY CONSULTANTPRODUCT DEVELOPERSPOKESPERSON
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7. How will you build your media list?_________________________________________________________________________________________________________________________________________________________________________________________________________
8. How will you get the word out?_________________________________________________________________________________________________________________________________________________________________________________________________________
9. What are your next steps?
Develop story ideas
Turn your editorial calendar into actions. Take into account lead times.
Build your media list
Learn how to write a press release
Craft your personal style to reinforce your brand
Develop your press kit – photo, bio, quotes
Boost your social media presence
Other: __________________________________________________________
Other: __________________________________________________________
Other: __________________________________________________________
© 2015 Streamlife Ltd. For your own use. May not be republished without permission. For questions and permissions, please email [email protected] or call 1-855-356-3569
MEDIA MAGNET-HOW TO GET GREAT PR
HANDOUT
PROFESSIONAL ORGANIZERPRODUCTIVITY CONSULTANTPRODUCT DEVELOPERSPOKESPERSON