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