promotional cocktail

Adele Cehrs, President, Epic PR Group

The Promotional CocktailThe Promotional CocktailMixing it up with an Integrated Communications Approach

Advertising Agencies…1960’s

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Mad Man…Jon Hamm AKA Don Draper

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Mad Men…Christinia Hendricks AKA Joan Holloway

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What is PR? How does it work?

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Who are you MOST likely to believe?

KNOW YOUR DRINK

Scotch on the Rocks – National newspaper

Just the facts – Who, what, when, why, where.

Fruit Martini – Magazine & trade publications

Longer lead time, more in-depth articles, specific niche readership.

Long-island Iced Tea -- Local News

Local feel and flavor is a must. Local stories, experiences and

trends.

Trendy Drink– Broadcast news outlets

Needs to be visually stimulating and appeal to a wide audience.

Need to tell a short/concise story.

The Shot – Online publications/24 hour broadcast outlets

Fast! Fast! Fast! Report as event is happening. Need to tell the story in

one minute or less.

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NATIONAL NEWSPAPERS

• Large national audience (Average 1,207,356)

• Online, print, local and special editions

• Numerous sections (i.e. News, Lifestyle, Weekend, Magazine etc.)

• Multiple editors and reporters

• Multiple deadlines throughout the day and week

• Tend to be a bit more balanced/try to tell both sides of the story

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Garden State Pride!

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The Boss and Bon Jovi…

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NATIONAL MAGAZINES & TRADE MAGAZINES

• National audience

• More targeted audience

• Focus on the details, technology, human interest, etc.

• More detailed reporting/longer articles

• Lots of visual stimulations (pictures, graphs, charts, etc.)

• Longer lead times/deadlines

• Use freelance/submitted pieces more often

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LOCAL NEWS

LOCAL, LOCAL, LOCAL

• Local People

o Local Stories

o Local Experiences

o Local History

o Local Visuals

• Local Perspective on National Issues

• Local Business Trends & Impact

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BROADCAST MEDIA – TV & RADIO

• Visual & Auditory

• Relatable to a larger more general audience

• Conversational

• Short Sound Bites

• Interesting Lead-In

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ONLINE / 24 HOUR NEWS

• Where and how is the audience receiving information?

• Time Sensitive

• Viral Component

• Images and Video

• Bloggers

• Social Media

• Relatable

• Flash Crisis

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SOCIAL MEDIA

• Pull vs push marketing strategy

• Why social media? Who will manage it?

• Flash Crisis

• Choosing the right medium – Twitter, Facebook, Digg, Flicker, LinkedIn, etc.

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THE SUCCESS STORY

• The Glass—The foundation for your story.What is the news hook? Why a reporter should care?

• The Alcohol—The story teller .The spokesperson for your article/company representative.

• The Garnish—The details of the story.Facts. Statistics. Anecdotes. Pictures.

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The Perfect Happy Hour (Media Interview)

Remember all your key stakeholders when doing a media interview

Employees Current Customers

Competition Potential Clients

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Your

Business

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PROMOTE THE PROMOTION

• Social Media (Twitter, Facebook, LinkedIn)

• Online Newsroom

• Advertising

• Guerilla Marketing (Street Teams, Fans Meet Ups, Publicity Stunts, etc.)

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Current Customers

Prospects

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SHAKE IT UP

• Strategic Partnerships

• Brand Ambassadors

• Third-party experts

• Stories & Experiences

• Special Events

• Speaking Engagements

• Product & Service Sampling

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BE BOLD

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The best drinks are the strong ones!

Adele R. CehrsPresident Epic PR Group703-299-3404

218 N. Lee Street, Suite 206AAlexandria, VA 22314www.epicprgroup.comFacebook: Epic PR Group