Jump Start Your Business Apr22 09

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Promotion/Publicity/PR

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  • 1. Jump Start Your Business Promotion / Publicity / Public Relations
    • A Special Presentation
    • Mount Prospect Chamber of Commerce
    • Mount Prospect Public Library
    • April 22, 2009
    • Fred Broviak
    • Broviak Communications
  • 2. 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
  • 3. Key Elements of Public Relations Programs
    • Communicating through the Media
    • Special Printed Material
    • Presentations / Speaking Platforms
    • Corporate Identity Programs
    • Websites / Internet
    • Research on Perceptions
  • 4. Components of the Media
    • Print, Broadcast, Cable, Internet
    • 1. Programming/Format
    • Advertising Paid Space
    • Content/Information
    • News Reporting
  • 5. The Role and Power of the Media
    • Freedom of the Press
    • Third Party Endorsement
    • Politics and Government
    • The Economy
    • Businesses & Organizations
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. The Shrinking Newsrooms
    • Readership and Circulation Down
    • Lower Advertising Revenues
    • Reductions in Editorial Staff
    • News Coverage Has Declined
    • Getting News Reported is More Challenging
  • 11. 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
  • 12. 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
  • 13. What Information is Valid
    • Traditional Role of Media in Reporting
    • Journalistic Review and Objectivity
    • Whos Checking for Accuracy?
    • Editorial Discretion Has Also Been a Screening and Limiting Factor
    • Now, Its More Up to the Reader to Determine
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. Leverage Your News
    • Let Clients/Prospects Know When Youre in the Media/Press
    • Send a Message About This
    • Link to On-line Media Site
    • Include PDF of Article
    • Work the Third Party Endorsement
  • 18. Use Your Website for News Releases
    • Include News on Your Site
    • Update this Regularly Weekly/Monthly
    • Have News Thats Relevant and Valuable
    • Link with Other Newsworthy Sites
    • Link News to Your E-mail Messages
  • 19. Push News Directly to Your Contacts
    • Dont Rely on Just the News Media
    • Publish a Newsletter
    • Provide Relevant & Valuable Info
    • Send-Out on Regular Basis
    • Use Services like Constant Contact
  • 20. 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
  • 21. 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
  • 22. Distribute Your Presentations
    • Send to Your E-mail List
    • Put on Your Website
    • Include on Your Linked-In Profile
    • On YouTube?
  • 23. 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
  • 24. The Media - Good & Bad News
    • On the Positive Side:
    • An Expanded Media
    • More Opportunities
    • Less Reliance on Traditional Media
    • You Have More Control
  • 25. Contacting the Media
    • Identify Key Media
    • Get to Know Editors/Reporter
    • What Are Their Interests
    • How to Interest Them
    • How To Reach Them
  • 26. Helping the Media
    • Be a Source of Information
    • Provide Them with Ideas
    • Dont Be Self Serving
    • Establish Credibility
  • 27. The Role of Media Relations
    • Getting News Reported
    • Placing Feature Articles
    • Being Quoted as an Expert
  • 28. Responding To the Media
    • Media Response Training
    • How to Answer Questions
    • Techniques
    • How to Get Your Points Across
    • Realizing Your Objective
  • 29. 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
  • 30. Our Thanks
    • Jim Uszler
    • Mount Prospect Chamber of Commerce
    • Patricia Smolin
    • Mount Prospect Public Library
    • Michael Davey
    • Mt. Prospect Child Care Center