| In my recent interview with Buzz Media's Elizabeth | | | | time. News production has become so much more |
| Pereira and Fritz Chaleff, we discussed the basics of | | | | expensive and producer workload has tripled...so this |
| these not-so-basic approaches. Read on for how to | | | | really makes sense because you're making their life |
| get lots of attention for your story, using these wise | | | | easier, as long as it's a balanced piece. You can even |
| investments of your time and money.Kelly: When | | | | do a specific style for a specific network.The SMT is |
| should people consider PR in their marketing | | | | a Satellite Media Tour. This is doing a series of |
| efforts?Elizabeth: PR should be included in every | | | | interviews in a studio, with a satellite uplink that |
| marketing plan you develop...from the very beginning | | | | connects to any affiliate in the country, with a |
| of a new product being launched or a policy coming | | | | reporter doing 2-3 minute interviews. You'll hit one- to |
| out. Use it heavily in the beginning to establish a | | | | two-dozen markets in a couple of hours, which would |
| brand, then level out over time. It's also a good tool | | | | have cost you far more in travel, lodging, downtime, |
| for handling crisis down the road.For consumer-related | | | | etc. Smaller companies don't tend to go this way |
| messages, PR really builds credibility quickly - 40-50% | | | | (there's a cost of entry starting at about $12k), but |
| of your budget isn't unreasonable.Fritz: The traditional | | | | once you figure out what it can do for you on a |
| view is that product marketing should go with ads, | | | | national scope, the dollars make sense. You can also |
| not PR...and that issues and position-related launches | | | | use it for local and regional markets, targeting only |
| should use op-eds and PR. But I see it as actually the | | | | those audiences you want to reach.Elizabeth: Yes, if |
| opposite...for example a good story on NPR will do | | | | you want to launch something within a state (for |
| more than, say, ads. Think of PR to launch a brand, | | | | example, a new mass transit system in a region), it's |
| and advertising to maintain it.Kelly: What advice to | | | | much more efficient. Local elected officials may not |
| you have for someone just learning about PR for | | | | have time to run around to every station in their |
| their business or organization?Fritz: PR is a process - | | | | market, but will have time to go to one studio for an |
| it's not a one-time hit or magic bullet. Just like | | | | hour or two, and talk to eight different local or |
| networking or in social experiences, it takes time to | | | | regional stations.Kelly: Okay - back to radio. How can |
| develop trust and credibility. So just one press | | | | radio boost awareness about PR campaigns?Elizabeth: |
| release in a vacuum won't do it. This is really a | | | | Radio is a great option for clients with smaller |
| cornerstone. One thing that really helps is planning - | | | | budgets. It's also good to mix in with SMTs. Radio is |
| even if it's a year out...you need to be thinking about | | | | a different audience - they tend to be captive and in |
| it now.Actually, you really need to be thinking and | | | | the car. There are many different types of programs |
| talking internally about it all the time. All of your | | | | that are very targeted, so it's easier to reach a |
| employees are diplomats and ambassadors of your | | | | specific audience.Radio is also a lot cheaper - costs |
| company. So all the internal communications need to | | | | about 50% of SMTs - and has a lot of credibility...it's |
| be aligned, with policies on if or how to talk with the | | | | really a big up and coming tool.Again, you need plenty |
| press, the general public...talking points are key, as is | | | | of lead-time for radio, although it's less complicated |
| training. Protect your brand by getting everyone on | | | | than TV. We recommend 4-6 weeks of lead-time, to |
| the same page.Kelly: So what's the one thing you | | | | help with targeting and messaging. And sometimes |
| wish your clients would do that would make it easier | | | | radio is better because it's not a visual story.Fritz: |
| for you to help them in their publicity | | | | With radio, you can get so specific on your |
| efforts?Elizabeth: Bring us into the planning process | | | | demographic target...so the more you know about |
| early on. Often, clients will sit down at the beginning | | | | your target audience, you can really focus how to |
| of the year when they get their budget and plan, but | | | | spend your dollars.Kelly: Do you have an opinion on |
| don't include their PR team until much later. You need | | | | the difference in effectiveness between a straight |
| to think through angles and pitches early on - and be | | | | radio interview vs. an editorial-based audio news |
| thinking strategically...not just about tactics.Fritz: Then | | | | release?Elizabeth: I prefer radio media tours better, |
| there's the media schedule - if you want to do big | | | | because you can attach a person's name to a story |
| pushes in February, realize that you're competing with | | | | and interact with the anchor...and connect better with |
| the Super Bowl, Grammy's and Oscars. Even if you're | | | | the audience to build trust.Kelly: Do you have a |
| local and on a smaller scale, there's an annual cycle | | | | specific PR success story you'd like to |
| that you need to take into consideration.Elizabeth: | | | | share?Elizabeth: We did a satellite media tour for the |
| There are things you should plan around, unless you | | | | National Museum of the American Indian. The launch |
| can relate your topic to these things.Fritz: The other | | | | was a huge success...we had 21 interviews lined up |
| thing is for clients to understand the difference | | | | for the Museum Director that turned into 91 airings |
| between the story and how it's pitched. We had a | | | | nationwide. One place where we really helped was in |
| client who shot themselves in the foot by not | | | | targeting the radio stations - many we found were |
| allowing us to let the media ask them about a | | | | on Native American reservations.Kelly: So how should |
| particularly hot topic - it's got to be about what the | | | | people think about "success" - what are the metrics |
| public wants, not what you necessarily want to | | | | we should consider for PR?Elizabeth: It really depends |
| say.Kelly: So what should a small company budget for | | | | on what your goal is: to increase public awareness? |
| PR if they want to build a regional presence?Fritz: | | | | to increase museum visits? to sell more books? So |
| That's a great question...and again, it depends on | | | | we provide statistics on airtime...and encode our |
| whom you're trying to reach. You need to look at | | | | broadcasts to see how long they last...and then |
| the scope of what you want to do. What's your | | | | compare that to ad dollars. Advertisement usually |
| dream list, and then scale it back and budget | | | | ends up being far more expensive that what they |
| realistically. Come up with smart PR dollars, and don't | | | | invested for the tour, not to mention the difference |
| waste your investment. So television interviews may | | | | in credibility you get from PR vs. ads.Kelly: So where |
| not be needed, when radio will be more | | | | can people go to learn more?Fritz: We recommend a |
| effective.Kelly: Let's talk about radio in a minute. But | | | | couple of websites: |
| first, what are SMTs and VNRs...and why are they | | | | |
| beneficial to PR campaigns?Fritz: A Video News | | | | |
| Release (VNR) is a pre-packaged news segment. It | | | | if you're in the Washington, DC area, please join Fritz |
| looks like anything you'd see on local news - with a | | | | and Elizabeth at PR Nation, Buzz Media's monthly |
| reporter in the field, a voiceover, and it's edited just | | | | networking event. For more information visit or |
| like news. You then send that to any newsroom and | | | | TurningPointe Marketing, Inc. All rights |
| they can pop it in, just like any news piece. So | | | | reserved.Marketing educator, Kelly O'Brien, is creator |
| instead of the station having to come out and cover | | | | of the Create a TurningPointe! Marketing BootCamp |
| your story, you're saving them the expense and | | | | and Advanced Marketing TeleClinic. |