why won't forbes write about me? place marketing in the new media landscape
Post on 17-May-2015
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Why Won’t Forbes Write About Me?
Place Marketing in a New Media Landscape
Your Guide
Steve DuncanAccount Director, DCI• 9 Years at DCI• Rankings & PR Specialist
steve.duncan@aboutdci.com
#PRchange
Join the Conversation
We’ll be tweeting today @aboutdci and invite you to as well.
(and as always, #econdev)
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Business 2.0 U.s. News & world report
NewsweekPc magazineConde naste portfolio
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The Trickle-Down Effect
At national media outlets…• News staffs are shrinking• Politics are dominating• “Info-tainment” is rising• Online discussion is expanding
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The Trickle-Down Effect
At national media outlets…• News staffs are shrinking• Politics are dominating• “Info-tainment” is rising• Online discussion is expanding
#PRchange
The Trickle-Down Effect
At national media outlets…• News staffs are shrinking• Politics are dominating• “Info-tainment” is rising• Online discussion is expanding
#PRchange
#PRchange
So, What’s the Deal
• Death to the Evergreen• SEx Sells• Think Like the New York Post• Who’s Your Cover Girl (or Guy)?• The Unlikely Marriage of PR and Advertising
#PRchange
1. Death to the Evergreen
• Staffs are stretched, so breaking news wins
• In the Internet age, it’s about instancy and quantity
• What little is left over have become rankings
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• Staffs are stretched, so breaking news wins
• In the Internet age, page views win (instancy, quantity, sensational)
• What little is left over have become rankings
1. Death to the Evergreen
#PRchange
• Staffs are stretched, so breaking news wins
• In the Internet age, page views win (instancy, quantity, sensational)
• What little is left over have become rankings
1. Death to the Evergreen
#PRchange
• Staffs are stretched, so breaking news wins
• In the Internet age, page views win (instancy, quantity, sensational)
• What little is left over have become rankings
1. Death to the Evergreen
#PRchange
• Investigative, less urgent stories farmed out
• More open to your story (content = $$)
• Maybe not a full feature, but roundups are common
• Multiple outlets
#PRchange
Where Do We Find Them?
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The Online Game
The first one to 100K wins…• Now, now, now• More, more, more• Juicy, sexy, divisive
“If it bleeds, it leads.”
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#PRchange
2. SEx Sells
Hey there, will you listen to my pitch about our city’s
really cool startup scene?
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What Does “Simply Extroadinary” Mean?
What works:• first• greatest• largest• only• unprecedented*must be verifiable, put in context
What doesn’t:• one of….• just like…• nearly the most…• second ever• really good• best in state • Silicon _______
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How Do You Find These?
Who’s your…• top philanthropist(s)?• top corporation?• most exciting entrepreneur?• best celebrity or (former) athlete?What’s your…• most mind-boggling statistic?• most aspirational goal?• coolest, geekiest, oddest asset?
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You and 82 others don’t really care.
3. Think Like the New York Post
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3. Think Like the New York Post
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Why Is This So Important?
Which email would you read?
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“Reno, NV Candy Company Reshores Operations from Asia”
“A Modern Day Willy Wonka Brings Back Operations to U.S.”
“Small Candy Manufacturer Returns Production to the U.S. from Korea”
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Let’s Try Another
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“Urban Park Earns National Recognition for Design, Downtown Resurgence”
“A Railroad Runs Through It: A City's Embrace of a Rail Line as a ‘River’”
“Birmingham’s Downtown Renaissance Sparked by New Urban Park”
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Things to Consider
• Does this sound like a press release?• Does it show relevance to the writer’s beat
(keywords)? Maybe even reference a recent story?
• Does it combine intrigue with insight?• Is there uncertainty, conflict, or enormity that
is suggested?
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4. Who’s Your Cover Girl (or Guy)?
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How Are People Changing Your Community?
The media wants power-players who are investing…
…in your community, generating change and optimism.
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5. The Unlikely Marriage of PR & Advertising
#PRchange
PR, I want to market with you the
rest of my life!
Native Advertising Is…
• Advertising loosely disguised as editorial (think the “advertorial” for the digital age)
• A chance to communicate directly with business leaders
• Still evolving—cost structure, style, regulations• An opportunity with greater potential than
banner ads
A Story Yet To Be Written…
Native advertising in EconDev:
• Partner with a local corporation that has the marketing budget to tell your community’s story.
• City & state cooperation for industry branding effort.
To Sum Up…
• Death to the Evergreen• SEx Sells• Think Like the New York Post• Who’s Your Cover Girl (or Guy)?• The Unlikely Marriage of PR and Advertising
#PRchange
Thank You For Joining!
For a copy of this presentation or questions on media relations, please email Steve Duncan
steve.duncan@aboutdci.com
For regular commentary on media relations andother economic development topics
www.aboutdci.com/blog
#PRchange
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