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Getting Publicity: How to impress reporters and get consistent coverage of your product, service or organization
Getting Publicity:How to impress reporters and get consistent coverage of your product, service or organization
MeaningfulWork
MeaningfulWay
Define Deliver
What When
More influence; larger impact
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I am ________________________________
I help _______________________________
Do/understand _______________________
So that ______________________________
MeaningfulWork
MeaningfulWay
Define Deliver
What When
More influence; larger impact
©Kessel Communications, LLC
Direct marketing
Blogs
MySpace
YouTubeNews releases
Newsletters
Presentations
Articles
Search
SEOSEM
IM
Webinars
Advertising
Radio
Television
Podcasts
E-commerce
Interactive
Brochures
Postcards
Interviews
Marketing
RSS
Telephone
Video
QR Codes
DisplayWebsite
Pay-per-click
Speaking engagements Networking
Text
Mobile
Whitepapers
eBooks
Case studies
Events
eBook
©Kessel Communications, LLC
Digital
Tumblr
PAID
• Advertising
• Paying to get your message out
EARNED
• Unsolicited endorsements, PR, reputation
• Positive review, word-of-mouth (online, offline), media story
SHARED
• Curated content you share
• Twitter, Facebook, LinkedIn
OWNED
• Content you create
• Website, blog
©Kessel Communications, LLC
©Kessel Communications, LLC
MeaningfulWay
news releases
blog
email newsletter
digital signagevideo
social media
online ads
website
“…expert content—credible, third-party articles and reviews—is the most effective source of information in impacting consumers along all stages of the purchase process across product categories.”
THE ROLE OF CONTENT IN THE CONSUMER DECISION MAKING PROCESS, Nielsen; a custom study commissioned by inPowered; March 2014
Challenges & frustrations
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Contacts
Expensive
Difficult
Big idea
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The role of the media is to tell THE story, not just YOUR story.
©Kessel Communications, LLC
Why is it news?
• Research/report; trend?
• Give perspective on the news?
• New program, service?
©Kessel Communications, LLC
• Think like a reporter; develop stories that feature people, not just a product or service.
• Why is this of interest to the reader, viewer, listener?
• Be helpful & transparent.
• Provide proof/evidence.
– Graphics, stats, data
• Publish it yourself
©Kessel Communications, LLC
An example…
Stowaway: For advocates, survival tale shines light on national 'runaway crisis'
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Media list
Bios
Fact sheets
Data/stats
Images/screenshots
Press releases
Online media room
©Kessel Communications, LLC
Who: Habitat for Humanity
What: Assess, assits with clean-up & new construction
Where: Texas
When: Now
How: Disaster Response Teams
Why: “Our goal is to help families as soon as possible and to help the community recover.”
Who: Salesforce
What: Delivered its “State of the Connected Patient” report
Where: San Francisco
When: Today
How: Online by Harris Poll in January 2015
Why: ???
Watch adjectives
5 W’s are throughout
What’s the problem?
“…hopes it benefits users…”
Charging $1.99
Divorce app.
“…98% of journalists go online daily looking for news, and 73% use the Internet to find press releases.”
Middleberg/Ross
What goes in it?• Press releases
• Press kit materials (bios, fact sheets)
• Research and statistics
• Recent news
• Links to additional helpful information
o Images
o Videos
o Newsletters
o Social media
o Byline articles/white papers
• Contact
• Share This©Kessel Communications, LLC
Who’s doing it well?
Intel Newsroom
National Runaway Safeline
©Kessel Communications, LLC
What you can do today…
Help A Reporter Out (HARO)helpareporter.com
Top 5 media list
Follow media on Twitter
©Kessel Communications, LLC
What’s next…
“Working With Media” – JoelKessel.com
Today’s presentation– JoelKessel.com/OACHC
Getting Publicity online program
©Kessel Communications, LLC
