Navigating the Media Map

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Navigating the Media Map

• 10 Sure-fire PR Tips
• for Your Small Business
• Presented by
• Stacey Cohen
• Jessica Lyon

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What is Public Relations?
Public Relations practice is the planned and
sustained effort to establish and maintain
goodwill and mutual understanding between an
organization and its publics. (Institute of
Public Relations) PR Relationship Building
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What Is Newsworthy?
? Corporate Announcements (i.e. joint
ventures, strategic alliances, new hires) ? New
Product/Service ? Survey Results ? Award
Recognition ? Goodwill Efforts ? New Hires
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What Do News Editors WANT?
? Local angles on national stories ? Expert
comment on issues of the day ? Surveys and
consumer/business trends ? Innovative new
products ? Milestones first, last, biggest,
smallest ? Conflict Drama ? Quirky, Unique
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Effective Messages
? Clear and Concise ? Accurate and Relevant ?
Humanize information ? Strategically positions
company within its market segment ?
Captures your unique value proposition(s)
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Kabam A fictional case study of what NOT to do
Kabam is a New Jersey-based manufacturer of
household cleaning products. It distributes to
local specialty grocery stores throughout New
Jersey. The companys product line includes
Lemon Glo Kabam Shower, Tub Tile Cleaner and
OxiScrub. They just developed a new product,
OxiScrub with Purple Crystals and seek to promote
it.
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Cast of Characters
Kabam CEO speaks like he is in an infomercial
all the time Kabam Chemist speaks in all
jargon and hates talking to people Kabam
Assistant the only one on staff who makes
sense, sarcastic New York Newspaper Editor on
deadline
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• Tip 1
• Develop a Plan

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• Tip 2
• Find a Unique Angle

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• Tip 3
• Be Creative
• use artwork colorful headlines

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• Tip 4
• Research the Media
• editorial calendars, coverage beats

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• Tip 5
• DO take no for an answer!

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• Tip 6
• Position Yourself as an Expert
• byline articles, speaking engagements volunteer
  efforts

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• Tip 7
• Take Advantage of Cyberspace
• websites online media

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• Tip 8
• Motivate Educate Staff employees as
  ambassadors

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• Tip 9
• Respect Deadlines

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• Tip 10
• Choose Spokespersons Wisely

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Questions???
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Thank you!!!