Media Relations – Creating the Pitch - SMPS Utah€¦ · Media Relations – Creating the Pitch...
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Media Relations – Creating the Pitch
With information overload, shrinking newsrooms and journalists being bombarded, how does you’re A/E/C media campaign stand a chance?
Amy Christensen
Media Relations for the A/E/C Industry
Lost in Translation
Amy Christensen, VP Corporate Communications & Brand Marketing – Jacobsen Construction
The Rapidly Evolving Media Landscape• Today’s reporters are individually deciding how
and where they pick up new story information.
• A/E/C marketing communications professionals must be tuned into those new styles of building relationships and pitching media stories.
Media Relations for the A/E/C IndustryAmy Christensen, VP Corporate Communications & Brand Marketing – Jacobsen Construction
You: The Message Architect, Engineer and Builder
Speak the influential language needed for each separate audience: company leaders, reporters, and target audiences that influence business.
Prove the value of all forms of media and the time spent on communications.
Media Relations for the A/E/C IndustryAmy Christensen, VP Corporate Communications & Brand Marketing – Jacobsen Construction
Building Relationships
• Be an ongoing reader of what reporters are writing.
• Reference something the reporter has written in a tweet, post or pitch letter.
• Attend editorial calendar meetings with relevant publications or news outlets.
Media Relations for the A/E/C IndustryAmy Christensen, VP Corporate Communications & Brand Marketing – Jacobsen Construction
Boosting Your Pitching Results –Two Common Mistakes (and how to fix them) - Michael Smart
Media Relations for the A/E/C IndustryAmy Christensen, VP Corporate Communications & Brand Marketing – Jacobsen Construction
Boosting Your Pitching Results –Ending your Pitch - Michael Smart
Media Relations for the A/E/C IndustryAmy Christensen, VP Corporate Communications & Brand Marketing – Jacobsen Construction
Reporters: Give ‘Em What They Want!
• If your pitch shows up PERFECTLY packaged for the journalist, you will win more often.
• When a journalist opens your email, they have two questions burning in the back of their minds:
1. What is this?
2. Why are you contacting ME about this? Why will my readers/viewers care?
Media Relations for the A/E/C IndustryAmy Christensen, VP Corporate Communications & Brand Marketing – Jacobsen Construction
Boosting Your Pitching Results –For Broadcast Media - Michael Smart
Media Relations for the A/E/C IndustryAmy Christensen, VP Corporate Communications & Brand Marketing – Jacobsen Construction
Boosting Your Pitching Results –For Broadcast Media (continued) - Michael Smart
Media Relations for the A/E/C IndustryAmy Christensen, VP Corporate Communications & Brand Marketing – Jacobsen Construction
The Power of Transference
• Establishing “share of voice” in your owned and shared media channels establishes credibility.
• Archived content is then readily available for a reporter’s research.
• Activity
Media Relations for the A/E/C IndustryAmy Christensen, VP Corporate Communications & Brand Marketing – Jacobsen Construction
Michael Smart – How to Get Your Pitch Opened - Michael Smart
:18 – 2:03
Media Relations for the A/E/C IndustryAmy Christensen, VP Corporate Communications & Brand Marketing – Jacobsen Construction
Basics
• If you’re not already using standard press release formatting and writing in Associated Press (AP) style, you won’t look like a professional to a reporter. (Oh, yes. That oxford comma!)
• Understand the differences of paid, earned, shared and owned media (PESO) and leverage their individual powers.
• Create and publish a media kit.
Media Relations for the A/E/C IndustryAmy Christensen, VP Corporate Communications & Brand Marketing – Jacobsen Construction
Writing Basics
• Write compelling announcements and stories that help ensure engagement.
• If it’s not “newsworthy,” make it personal and relevant.
• Create a “hook list” by category. Use team brainstorming sessions to inspire by topic.
Media Relations for the A/E/C IndustryAmy Christensen, VP Corporate Communications & Brand Marketing – Jacobsen Construction
Writers gotta write!
• Write a yearly communications plan that is customized to your firm.
• Use measurable objectives — then measure, share and prove value.
Media Relations for the A/E/C IndustryAmy Christensen, VP Corporate Communications & Brand Marketing – Jacobsen Construction
Media Tracking
• Know where you are!• Prove value to your organization.• Evaluate media monitoring
options.• Daily/weekly/monthly digest for
leaders.
Media Relations for the A/E/C IndustryAmy Christensen, VP Corporate Communications & Brand Marketing – Jacobsen Construction
Let’s Discuss!• What do your leaders think of the role of media relations in your business?• Discuss how to make A/E/C events, topics, issues and trends interesting to
external audiences both familiar and unfamiliar with A/E/C jargon.• Can you articulate what you do?
Star Example!“Overall, I help move opinions and profits by crafting and distributing stories to targeted audiences. Remember, even though the product might last a lifetime, it's the story (good or bad) that can last forever.”– Adam Young, Communications Manager at Spectrum Engineers
Media Relations for the A/E/C IndustryAmy Christensen, VP Corporate Communications & Brand Marketing – Jacobsen Construction
THANK YOU!
Amy Christensen
Let’s Discuss!
Media Relations for the A/E/C IndustryAmy Christensen, VP Corporate Communications & Brand Marketing – Jacobsen Construction