Using Media Profile as a Business Tool

15 business building techniques

Dwayne Alexander• Honours Marketing (Cum Laude)

• 18 plus years marketing / business experience

• Business Owner – Communications Firm

• Has sat in every chair – communications industry– Marketing Manager– Sales Manager– Advertising Agencies– General Management (Fairfax Sundays)– Ceo (APN News & Media)

• Has fronted media campaigns himself, has developed them for clients from his consultancy , Alexander Communications

• As a hobby Dwayne launched www.Livemygoals.com 2 years ago syndicates interviews to www.nzherald.co.nz Inspired People – and www.unlimited.co.nz

– In-depth interviews - industry leaders, ceo’s, sportspeople, entertainers, business owners, entrepreneurs.

Your Communications Toolbox…..

VNR (video news release)Competitions

Advertorials

Stunts Surveys

Interviews

Media conference briefings

Conferences

Product launches

Events

Press trips

Photography

Radio interviews

Audio features

White papers

Newsletters

Brand publications

Internal communications

Stakeholder relations

Stunts

Guerrilla activity

Brand ambassador activity

Reputation Management

Press releases

Crisis Management

Media relations

Investor relations

TV interviews

E-consultancy

Has got even bigger…..

VNRCompetitions

Advertorials

Stunts

Surveys

Interviews

Press briefings

Conferences

Product launches

Events

Press trips

Photography

Radio interviews

Audio features

White papers

Newsletters

Brand publications

Internal communications

Stakeholder relations

Stunts

Guerrilla activity

Brand ambassador activity

Reputation Management

Media & Blogger Releases

Crisis Management

Media relations

Investor relations

Online media centres

Online media relations

TV interviews

Online monitoring

Stakeholder mapping

Social media releases

Search Engine Optimised Releases

Search Engine Optimised brand publications

Podcasts/Vodcasts

Social SearchSocial Tagging

Social Networking

Virtual World events

Social Networking events

Folksonomies

Online surveys

Blogger relations

Corporate/Brand blogsInternal blogs

WIKI’s

Crowdsourcing

Internet radio

RSS feeds

Widgets

Social network APIs

Webchats

Webcasts

SkypecastsTagged photography

Mashups

Viral

Forums/Boards/Comments

Social Bookmarking

Microblogs (Twitter)

Online surveytorials

Online Reputation Management

Adapted from E-consultancy

Speaking OpportunitiesSeminars/ Events

Write Opinion Pieces

Client Testimonials Industry Associations

Show of hands

• Who has fronted your organisation in the media?– Interviewed by a journalist (face to face or via telephone)– Supplied an article / opinion piece

• Who reads blogs regularly?• Who writes a blog regularly?• Who has a presence on a social media site: Facebook,

Linkedin, Twitter?• Who has had to deal with a crisis where the media where

interested?

Paint by Numbers...

Who recognises these people?

Building Credibility & ReputationWhat are the Pillars?

Talent, Time, Determination. Persistence, Practice,10 000 Hour Rule *

* Malcolm Gladwell

1. Have an Opinion 

 

2. Have a Good Photo

3. Know your Elevator PitchAbout Challenge TrustChallenge Trust is a charitable trust which commenced operation in 1993 and now has 230 staff providing services to more than 1,500 people out of 20 sites in the Northland, Auckland, Waikato and Bay of Plenty regions. Challenge Trust’s clients include people affected by mental illness, physical disability, intellectual disability, addictions, dual disability and dual diagnosis. The organization is employed by District Health Boards, the Accident Compensation Corporation and other government departments, and an increasing number of private clients. Services provided include 24-hour residential accommodation, community support to people living in their own homes, educational services, employment and life skills training, advocacy, information, employment opportunities, family/whanau support and various housing options.

4. Have a good (short) bio

Steve is an economist with 26 years’ experience in the transport, infrastructure and resources sectors (including 22 years in consulting based in Australia, the UK and Ireland); he has worked on major projects In more than a dozen countries in the Pacific, Asia, UK/Europe, Africa and the Middle East

Mark is a director of Clean Planet . He has has devoted his career to combining his deep ecological convictions with progressive business solutions. He is a Council member of the Angel Association of New Zealand, Chief Executive of Venture Accelerator (the Top of the South based investor in start-ups), and the Chair of Organic Farm Holdings (an expanding South Island pastoral enterprise).  Before immigrating to New Zealand, nearly three years ago, Mark was previously Organic Farmer of the Year in the United Kingdom, having founded his own range of branded health foods, which are still selling successfully in all the major Supermarkets there. Mark has a Financedegree and has been a longstanding Trustee of the Soil Association, Britain's leading environmental charity promoting sustainability and championing human health, and a Director of its Certification subsidiary.

5. Utilize Business Milestones

A. Refurbishing / Investment

B. Moving / Investing in a New DC

C. Business Acquisition

D. Overseas Visitor/ Local Investment

E. Comment on topical Issues important to your industry

F. Point out new products and services

G. Conduct Independent Research on customers / market

Using Media Profile as a Business Tool

6 once you have some runs on the board...

A. Develop an “ the media” section”

B. Use Media “Endorsement”

Dr. Paul WintonPrincipalTemple: Capital Investment Specialistse: paul.winton@templeinvestment.comw: www.templeinvestment.comp: +64 9 8899370m: +64 21 766581-Temple helps your company make complex capital investment decisions-

-ASB Business TV – How to boost your capital productivity-Unlimited Magazine – Tender Promises: building tomorrows internet infrastructure

C. Send your top clients & prospects your latest article

D. Networking/ influencing

Utilise the shared links & articles to create relevant conversations with people and organisations. An idea, especially an inspired one, shared in the media is the perfect excuse to create a “good old coffee” with

•someone who has been meaning to do business with you or• an organisation / body that has influence on your success

Lobby groupsIndustry forums

ProspectsPressure groups

Clients

7. Write a Blog

8. Learn how to Tell Stories...

9. Have a coffee with a journalist in your specialty

10. Ask for Recommendations of your work

11. Don’t Spray and Pray

12. Understand Deadlines

13. Write a book

14. Go Local – encourage your “community” engagement

Build Community around you...

Botany & LynnMallFit2Fly Campaign

Konica Minolta Rugby League Reads

15. Engage Bloggers/ Tweeters

Networking & Media

Building Reputation begins and ends with 1-1 Communication

Conclusion

Some initiatives you can start tomorrow...

Others require a little planning and thought

But you can build your business using media mentions and “endorsement”

Questions?

• Proactive media profile• Issues management• Crisis Management• Common errors• Key messages vs. authentic answers• Other

GET IN TOUCH For Further information, please contact  

Dwayne AlexanderDirector, Alexander Communications

Ph: + 64 9 522 5541M: 021 3244 63 Web: www.alexandercommunications.co.nz

Email: dwayne@alexanderonlinepr.co.nz Twitter: @AlexanderComms

@goalgetter LinkedIn:dwaynealexander

And one more thing   We have detailed case studies that I can send you via e-mail if you would like to have a look at our other companies are doing it.

More details here ….

Web: www.alexandercommunications.co.nz

Or

provide me with your business card and I will e-mail you a PDF with Case studies