media magnet - how to get great pr (1-3) clare kumar · 02/04/2015 1 media magnet how to position...

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


Why invest in PR?

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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.


Benefits of PR: Credibility

Which would you find more trustworthy?


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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Benefits of PR: Natural evolution

Good PR

leads to more

good PR.

Early/Solicited PR Organic PR

*All logos belong to their respective owners.


Benefits of PR: Real Time Results

From press release to published in a day!


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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PR Risks: Negative Reaction

Choose your words carefully.

Photo: imgace.com

“Some women’s bodies just

don’t actually work for it.”


How to position

yourself as an expert


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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Examples of experts

Experts all started somewhere.


Why bother?

Growing your personal

brand makes your

business more compelling

Drive growth &

convert followers into

customers.

Sir Richard Branson, Photo: philly.com


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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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.


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


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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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.


How to win coverage

and influence people


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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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.


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.


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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How to

capitalize on PR


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.


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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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.


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.


I’d LOVE to connect with you…

[email protected]

@streamlife @pliio

http://www.sweetmama.ca/

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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

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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.


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JANUARY FEBRUARY MARCH

APRIL MAY JUNE

JULY AUGUST SEPTEMBER

OCTOBER NOVEMBER DECEMBER



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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____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________



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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


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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: __________________________________________________________



HANDOUT


media magnet - how to get great pr (1-3) clare kumar · 02/04/2015 1 media magnet how to position...

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