media relations 101

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Post on 19-May-2015

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Learn the best ways to form lasting relationships with influential media. In this breakout, we will review some basic “dos” and “don’ts” on media relations, what makes a story newsworthy and pet peeves of the press. By Tina Lange, APR, Director of Marketing for Space Florida

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  • 1. How to Effectively ManageMedia Relations
    Tina Lange, APR
    tlange@cfl.rr.com

2. Introduction!
15 Years of public relations and marketing expertise
Director of Marketing Communications at Space Florida (The aerospace economic development agency for the State of Florida)
Owner of TnT Creative Group, a Strategic Marketing and Public Relations Firm
Media Relations Specialist for Boeing Kennedy Space Center
Marketing Manager for Florida Today
Accredited in Public Relations (APR) by Florida Public Relations Association (FPRA)
President-Elect, FPRA Space Coast Chapter
Tina Lange, APR
tlange@cfl.rr.com
3. Why is Media Relations Important to Your Business?
Earned Credibility vs. Paid Placement
Making your company an information resource for the press and your customers/clients!
A significant tool in creating a strong brand
A far-reaching method to educate your target audience on your product/service
Best way to reach mass audiences with a single, consistent message
Careful! You can damage your business reputation if you dont handle media relations effectively!
Tina Lange, APR
tlange@cfl.rr.com
4. Types Traditional vs. New Media
Traditional Print: Newspapers, Magazines, Newsletters
Traditional Electronic: TV, Radio
Social Media (Twitter, Facebook, YouTube, LinkedIn, Foursquare, Flickr, etc., etc., etc., etc)
Blogs, Forums
Your Company Website
Mobile Marketing (now reflective of ALL media!)
?
Tina Lange, APR
tlange@cfl.rr.com
5. Its All About Relationships
It takes time!!
Build your credibility. Be strategic.
Minimal gimmicks
Know your media targets WELL. One bad pitch that doesnt pertain to their target audience can ruin your credibility!
Making your company an information resource for the press A critical step to establishing a real relationship with them
Know their pet peeves!.
Tina Lange, APR
tlange@cfl.rr.com
6. Media Pet Peeves
Dont call on deadline! EVER.
Know communication preferences and use them!
Keep your pitches brief and to the point. Script. (I do!)
Keep press releases succinct no more than 2 pages (1 is best)
Know the reporters beat, the publications target audience, the bloggers quirks one size does NOT fit all! Blanket pitches dont work.
Respond promptly to inbound media requests.
Be transparent, or dont bother.
No comment = Im guilty.
Tina Lange, APR
tlange@cfl.rr.com
7. Different Rules for Different Media!
Newspapers (know deadlines, email word attachments only, follow recent stories/trends covered by beat reporters and leverage them, do your homework!) Note: Op-Eds follow different rules!!
Weeklies/Monthlies/Magazines (deadlines are farther out, publications may be themed for the month, know word count limits for guest article/column submissions)
TV News (48 hours prior typical for consideration, submit through the assignment desk, follow-up calls ok but be quick/succinct, have a REAL visual opportunity!)
Radio News (All submissions to the News Director)
Tina Lange, APR
tlange@cfl.rr.com
8. Different Rules for Different Media!
Twitter (Be a Listener first and foremost about your brand, about your competition, about your target audiences. Follow, follow, follow. Courtesy follow. Purge spammers. Always post links in your >140 character posts and tie them back to your website. Post often. And dont forget your widget!)
Facebook (Create a business page. Post regularly. Create events and invite/track. Create image albums. Use your personal network to start building a foundation for your business network. Find Us on Facebook use your website to cross promote.)
LinkedIn (This is a professional network, but once you create your individual account, you can then create a public or private group. Link your Twitter feeds it will make your life easier!)
YouTube (Create an account. Create a Channel. Use a widget!)
Tina Lange, APR
tlange@cfl.rr.com
9. The Importance of Tracking, Measurement and Databases
Tracking Are your key messages being communicated effectively to your target audiences? Track placements and messaging. Correct inaccuracies immediately.
Measurement ROI is always key. The time, effort and resources you invest in media relations should come back to you. Its about your bottom line! Measure!
Media Relations Databases Turnover in the media is frequent. If you cant afford to subscribe to a media database service (ex: Burrelles, PR Newswire, Vocus), keep an excel database and update it quarterly! The web makes this research incredibly easy.
Tina Lange, APR
tlange@cfl.rr.com
10. Dont Forget to Cross-Promote!
Tina Lange, APR
tlange@cfl.rr.com
Once a press release goes out to target media via email or distribution service, be sure to post to your website, then point to that posting through Twitter, Facebook and LinkedIn! (shorten URLs through www.bitly.com)
When you are appear in a media source, share that article or clip via your website and social media channels!
11. Free Distribution and Measurement Tools the Magic of the Web!
PitchEngine (1 free pitch per month, expires after 30 days)
Tweetstats, TweetDeck, HootSuite (Twitter tracking tools)
Facebook Insights (once a page has 30 likes)
Google Analytics (track referrals to your website through your social media channels)
Google News Alerts (google.com/alerts)
Social Mention (email alerts for new content based on your keyword across social media)
Bit.ly (share, track and analyze shortened links)
Digg, Delicious (track bookmarks)
Tina Lange, APR
tlange@cfl.rr.com
12. Want to Learn More?Email Me Anytime!tlange@cfl.rr.com
Tina Lange, APR
President
TnT Creative Group
www.tntcreativegroup.com
13. QUESTIONS?
Tina Lange, APR
tlange@cfl.rr.com