Putting the Relations Back in Media Relations

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Putting the Relations Back in Media
Relations Karen Bailey MSL/Atlanta Media
Mindshare April 2006
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Wingman Getting the Hook Up Knowing Your
Type Love Notes Questions
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- Cross-selling - Trend-spotting -
Beat-spanning - Mind-changing
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• AWO seeks feature story with colorful detail,
  dazzling lead, clever quotes my client front
  and center. Please respond only if you can
  promise it will run, wont include competitors,
  will be 100 positive and will include the art
  Ive provided.
• AWO account executive who over promised

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• EWH seeks balanced stories that appeal to
  general consumers. Stories should be newsworthy,
  trend-worthy, controversial or pull heartstrings.
  Best results will show story behind the story
  and bring new info to our audience that cannot be
  obtained elsewhere. Three quotes from real
  consumers of diversity required per story.
  One-day turnaround on most assignments.
• EWH editor with high expectations

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Wingman Getting the Hook Up Knowing Your
Type Love Notes Questions
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• Building Relationships With Key Media
• Do your homework
• Identify the right outlet
• Select the right contacts
• Review recent articles by the reporter
• Draft a timely, concise pitch
• Get to the point and grab interest early on
• Know what your offering (trend, expert, statistic
  or product)
• Be prepared to provide additional information
• Reporters are often looking for side bar
  information and graphics to complete a story
  this may also ensure you dont get cut
• Ask appropriate questions
• When will the story run, confirm interview dates
  and times, offer additional information

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• Maintaining Relationships with Reporters
• Be a resource
• Check in regularly to offer spokesperson or to
  see what other stories are in progress
• Offer ongoing updates and timely information
  about your company or product
• Meet for coffee and lunch
• Suggest story ideas that may not relate to your
  client, but are timely for the reporter/outlet
• Provide access to executives and respond timely
  to questions

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• Choosing Appropriate Outlets
• Know your audience
• Businessmen
• Soccer moms
• Young adult men
• Aging adults
• Know what you have to offer
• A spokesperson
• A product
• Photography
• B-roll
• Is this a national or local story?
• What else is going on in the media right now?
• What is your client or boss asking?

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• Creating a Pitch

Expertise
Trends
Seasonal
Statistics
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Wingman Getting the Hook Up Knowing Your
Type Love Notes Questions
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• Short Lead Media
• Types of short lead media
• Top 50 Dailies (Wall Street Journal, USA Today)
• Wires (Associated Press, Reuters)
• Newsweeklies (TIME, Newsweek, BusinessWeek)
• Business Magazines (Forbes, Fortune)
• Entertainment Weeklies (People, Us Weekly)
• Newspaper Inserts (Parade, Life, USA Weekend)
• Tips for getting short lead coverage
• Timeliness
• Create a new trend or piggyback off an existing
  trend
• Be prepared to offer an expert or celebrity for
  interview
• Provide quirky news bites, new statistics
• Offer graphics
• Leverage seasonal stories

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• Long Lead Media
• Types of Long Lead Magazines
• Business Lifestyle (Money, SmartMoney, Esquire)
• Men (Stuff, Details, Mens Health)
• Women and Parenting (Womans Day, Redbook, Child)
• Shelter (Domino, Real Simple, Better Homes
  Gardens)
• Teens (CosmoGIRL, Seventeen, Teen People)
• Aging Adults (More, AARP, Prevention)
• Helpful hints for long lead coverage
• Offer NUMBERS (lists, statistics, tips or survey
  results)
• Pitch new products or a new use for an existing
  product
• Provide components to tell a human interest story
• Suggest a giveaway or contest leverage Web site
  reach
• Be aware of lead times and offer seasonal stories
  accordingly

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• Broadcast
• Tips for getting on television
• The story must be VISUAL and timely
• You, your product and your executives must be
  mobile and must be able to respond quickly
• Story must have broad, consumer appeal
• Offer b-roll and photography
• Tips for getting on the radio
• The story should NOT be visual
• You must have a credible spokesperson
• Story should be timely
• Offers more options for targeted stories and
  discussion

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Wingman Getting the Hook Up Knowing Your
Type Love Notes Questions
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• Launch of Cingular Wireless GoPhone
• Long Leads
• Seventeen
• CosmoGIRL
• Essence
• Sync Magazine
• CollegeBound Teen

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• Home Depot Month of Service
• Newspapers
• 30 Events in 30 Days

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Philips at Sundance Television
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• Philips Celebrity Lifestyles -
• Celebrity Influencers
• Freddy Adu
• Meredith Vieira

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Wingman Getting the Hook Up Knowing Your
Type Love Notes Questions
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Questions?