Jump Start Your Business Apr22 09
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Transcript of Jump Start Your Business Apr22 09
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Jump Start Your BusinessPromotion / Publicity / Public Relations
A Special PresentationMount Prospect Chamber of Commerce
Mount Prospect Public Library
April 22, 2009
Fred BroviakBroviak Communications
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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
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Key Elements of Public Relations Programs
Communicating through the “Media”
Special Printed Material
Presentations / Speaking Platforms
Corporate Identity Programs
Websites / Internet
Research on Perceptions
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Components of the “Media”
Print, Broadcast, Cable, Internet
1. Programming/Format
2. Advertising – Paid Space
3. Content/Information
4. News Reporting
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The Role and Power of the Media
Freedom of the Press
“Third Party Endorsement”
Politics and Government
The Economy
Businesses & Organizations
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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
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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
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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
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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
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The Shrinking Newsrooms
Readership and Circulation Down
Lower Advertising Revenues
Reductions in Editorial Staff
News Coverage Has Declined
Getting News Reported is More Challenging
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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
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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
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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
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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
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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
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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
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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”
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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
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“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
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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
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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
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Distribute Your “Presentations”
• Send to Your E-mail List
• Put on Your Website
• Include on Your Linked-In Profile
• On YouTube?
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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
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The Media - Good & Bad News
On the Positive Side:
An Expanded Media
More Opportunities
Less Reliance on Traditional Media
You Have More Control
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Contacting the Media
Identify Key Media
Get to Know Editors/Reporter
What Are Their Interests
How to Interest Them
How To Reach Them
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Helping the Media
Be a “Source” of Information
Provide Them with Ideas
Don’t Be Self Serving
Establish Credibility
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The Role of Media Relations
1. Getting News Reported
2. Placing Feature Articles
3. Being Quoted as an Expert
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Responding To the Media
Media Response Training
How to Answer Questions
Techniques
How to Get Your Points Across
Realizing Your Objective
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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
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Our Thanks
Jim Uszler
Mount Prospect Chamber of CommercePatricia Smolin
Mount Prospect Public LibraryMichael Davey
Mt. Prospect Child Care Center