michael smart prsa ned slides

© Copyright 2014 MichaelSMARTPR, LLC

Secrets of new media relations superstars—what will work in 2015

@michaelsmartpr

@MichaelSmartPR

What changes have you observed?

• . . . in the way media function?

@MichaelSmartPR

MichaelSMARTPR

• Coach and advise media relations pros

• On-site training and phone coaching

• Group coaching program called “Inner Circle”

@MichaelSmartPR

Good news!

• It’s harder than ever to reach media influencers . . .

• . . . but easier than ever to land big coverage once you do.

@MichaelSmartPR

Takeaways you deserve:

• Actual pitches across industries that landed GMA, CBS This Morning, Today, OK! Mag, USAT and more

• Ways to turn mundane facts into stories journalists and bloggers crave

• Grab media attention in first 10 seconds

• How to follow up without being annoying

@MichaelSmartPR

Copyright 2014

MichaelSMARTPR LLC

@MichaelSmartPR

Create newsworthy angles

• Tie into media agenda

– What current events or fads does it relate to?

– Holidays or seasons?

– Avoid “National (Whatever) Day”

@MichaelSmartPR

Todd from BYU

@MichaelSmartPR

@MichaelSmartPR

CBS This Morning

@MichaelSmartPR

@MichaelSmartPR

A word about content

• Even if you NEVER pitch media . . .

@MichaelSmartPR

Create newsworthy and “shareworthy” – angles • Tie to media agenda

• Link to a trend

– How can you predict what trend they’ll cover before they write about it?

– Be the one to reveal the trend

@MichaelSmartPR

Brandy from LA

@MichaelSmartPR

I wanted to tip you on a new weight loss trend! – Raspberry Ketones

It is the primary compound of red raspberries, which is a protein used to regulate

metabolism. This is a great way to decrease fat accumulation and lower weight.

http://bit.ly/TRF4bT

And since the holidays are coming up, this means your readers will be consuming

many stuffing foods. Would you be interested in some great raspberry infused

snacks that would be great to have throughout the day – that also burns fat?

• Raspberry Sweet Tea – black tea is perfect source of antioxidants that speed up

the metabolism – Try Sweet Leaf Tea’s Raspberry Iced Tea

• Gluten free peanut butter. Perfect for dipping fruits and crackers instead of

snacking on chips– Try PB Crave’s Razzle Dazzle

• Dark chocolate is a great super food for weight loss as it can curve cravings. –

Try Ghirardelli Dark & Raspberry

• Greek Yogurt, great morning snack as it is non-fat and completely flavorful – Try

Chobani Raspberry Greek Yogurt

I happen to represent Sweet Leaf Tea and PB Crave.

Is this of interest to you?

Brandy S.

http://bit.ly/TRF4bT

http://www.sweetleaftea.com/

http://www.pbcrave.com/

http://www.pbcrave.com/

@MichaelSmartPR

OK! Magazine online: 2.3 million monthly visitors

@MichaelSmartPR

Create newsworthy angles

• Tie to media agenda

• Link to a trend

• Exploit pop culture

@MichaelSmartPR

Devin from my “Inner Circle”

• PR Director for Instructure Canvas

• Sells software for online college courses

• Beyond bandwidth and security audits

@MichaelSmartPR

Devin

• The hot topic in his market is “massive open online courses”

• Free, huge classes offered online to anyone

– Harvard, Stanford, MIT offering them

• Instructure wanted to offer a MOOC to make a splash

• What should the course topic be to maximize coverage and buzz?

@MichaelSmartPR

@MichaelSmartPR

Subject: "Walking Dead" Infects Online Ed

Hi (reporter),

Next week, AMC will announce a partnership with a prominent university and

leading technology company to create a massive open online course (MOOC).

The course, which will be marketed internationally, will use the apocalyptic

scenario from the series to teach a range of cross-disciplinary topics, including

hierarchy of needs in a disaster, the physiology of stress in a crisis and population

modeling to predict a species' survival or extinction.

On the business side, the MOOC partnership is AMC's most unique attempt at fan

engagement to date. On the education side, it's an experiment to see if tying pop

culture to traditional academic concepts improves learning and retention in the

move toward open, global online education.

If this sounds interesting, I'd be happy to share more details under embargo.

Cheers,

@MichaelSmartPR

Results

• More than 1 billion impressions (B)

• More than 1,000 original stories

– 330 TV: HLN, CNN, Jay Leno

– USA Today, WSJ, AP

• 189,858 pageviews in first month

• 62,000 enrollments in the course

Copyright 2013

MichaelSMARTPR LLC

@MichaelSmartPR

Create compelling content

• NOT a news release

• A “story” people actually want to read/watch

• Seek great visuals

@MichaelSmartPR

@MichaelSmartPR

Before…

• Physics undergrad wins small state competition

• Builds “nanotubes” – 20 atoms wide

• Foundation of filtration

• Medical applications

@MichaelSmartPR

@MichaelSmartPR

When all else fails . . .

• Create a story where there wasn’t one

• Content IS the story

@MichaelSmartPR

Top math student in the nation

• No one cared

• How do you get people to care about math?

• It’s obvious:

@MichaelSmartPR

Top math student in the nation

• Shoot a rap video!

@MichaelSmartPR

Mathletes rap video

• Shot in one 3-hour session

• Bribed extras with pizza

• All “talent” from within department

@MichaelSmartPR

Video

@MichaelSmartPR

Hey Jenna,

March Madness and Pi Day collide in this

Mathlete rap music video:

http://youtu.be/0AGT4M3Z1OM

I can send you more details if you decide this

fits.

Joe Hadfield

BYU Media Relations Manager

@MichaelSmartPR

@MichaelSmartPR

Copyright 2013

MichaelSMARTPR LLC

@MichaelSmartPR

@MichaelSmartPR

Making the pitch

• How to grab their attention in the first 10 seconds:

– Reference their earlier work

• Specifically

• Sincerely

@MichaelSmartPR

Erin in LA

• Repping high-end hair stylist Lucinda Ellery, who specializes in treating hair loss

• Established in UK, but just opened studio in LA

@MichaelSmartPR

Response

From: [Producer] (NBCUniversal) Sent: Monday, July 01, 2013 6:50 AM To: Erin O'Brien Subject: RE: "Because of My Hair" / Segment Idea

Hi Erin – Love the idea but need to see Lucinda on a live show – do you have any clips?? And .. boy, you do your research!

(nickname)

@MichaelSmartPR

@MichaelSmartPR

Follow up when:

• You know it’s the right person

• You know it’s a good story

OR

• They expressed interest

@MichaelSmartPR

Follow up pattern

• Initial pitch by email

• Email again

• If no response, pick up the phone

@MichaelSmartPR

Caveat

• NEVER say, “Did you get my email?”

@MichaelSmartPR

Follow up phrasing

• Begin by acknowledging time pressure

• End with softest of soft sells

@MichaelSmartPR

(reporter),

You've been so patient with my frequent emails. I know you're busy every day, all

day.

Just shooting you a note to see if this "budgeting backfires" story is still on your

radar.

If so, great, I can set up an interview for you.

If not, I’ll understand, best wishes on the projects you’re working on.

Sincerely,

Michael

@MichaelSmartPR

Liz from Georgia Tech

@MichaelSmartPR

Follow up

• Positive response, then nothing

• Sent another email . . . nothing

• About to move on . . .

• Picked up the phone

@MichaelSmartPR

@MichaelSmartPR

Almost to Q&A

• Takeaways

• Next steps

@MichaelSmartPR

Bonus tips

• Drop your card in the box so I can send you:

– Slides from today

– copy of the Media Relations Road Map

– 5 templates for email pitch subject lines to get open

– My weekly pitching and PR writing tips

@MichaelSmartPR

Q&A

• Then some final words of encouragement

@MichaelSmartPR

@MichaelSmartPR

Please stay in touch

[email protected]

@MichaelSmartPR

www.michaelsmartpr.com

mailto:[email protected]

michael smart prsa ned slides

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