Media and Marketing

ASBA Technical MeetingSavannah, GA

December 2009

Mary Helen Sprecher Peter Francesconi

Why You Need the Media

• Free advertising

• Spread the word about your company and services

• Credibility

• Help grow your business

• Enhance, and protect, your image

Meet the PressMeet the Press

Secrets to Dealing With the Media

Assume Journalists Are…

• Lazy

• Procrastinate

• Enjoy Freebies

Meet the PressMeet the Press

Make It Easy for Media • Make it easy for the media by doing their jobs for them.

• Complete information is important—the less “hunting” we do, the better for you.

• Have materials ready to go—often it can fill an open “hole” in the publication.

• The first sources to respond with info often will get the coverage.

• When you do the work, you control the message.

• You need to make us aware of what’s happening! We can’t write about it unless you tell us.

Build Your Media StrategyBuild Your Media Strategy

• Anything you do can be news and worthy of a press release/photo + caption, etc.- New or completed jobs- Adding staff- New equipment/facilities- Awards/honors- Anniversaries/milestones

• Bigger feature stories, too.- Generally “query” local media: Often they prefer

to write the bigger stories themselves.- If you already advertise, they’ll probably write about you

• Think Beyond the Sports Pages

What’s Your Story?

Build Your Media StrategyBuild Your Media Strategy

• Printed Materials- Press release- Other company background material/

fact sheets

• Photographs- For print- For websites

• Your Website- An important resource for accurate info

IMPORTANT:• Consistently BRAND your printed material and website!

- Logo/Company info/Contact info

Prepare Materials

Build Your Media StrategyBuild Your Media Strategy

1. Skip the hype and stick to the facts.

2. Give Who, What, Where, When, Why.

3. Use the Inverted Pyramid—put most important info first.

4. Briefly describe the news, then say who announced it.

5. The first 10 words are the most important.

6. Avoid excessive use of adjectives, fancy or stilted language, jargon.

7. Keep it to one page, if possible; no more than two pages.

8. Put a date on it.

9. Write a headline.

10. Provide as much contact info as possible, including your website address.

11. Give info on accompanying art.

12. Proofread it! Especially for names and dates.

12 Steps to Writing an Effective Release

Build Your Media StrategyBuild Your Media Strategy

IN GENERAL:• Format for 8 ½ x 11 paper

• Use at least 1-inch margin on each side

• Use bold type for headline

• Upper and Lower Case in Headlines Makes It Easier to ReadALL CAPITAL LETTERS ARE HARDER TO READ

• Complete the paragraph on one page; don’t carry it over to the next page.

• Use only one side of each sheet of paper.

FOR EMAILING:

• Both ATTACH the file as a word doc and PASTE the text into the email.

• For both the attachment and in the body of the email:Use a format that makes it easy for others to copy and paste!

Formatting the Press Release

Build Your Media StrategyBuild Your Media Strategy Sample Press Release

Build Your Media StrategyBuild Your Media Strategy

• Get a good photographer.

• Go digital.

• Think “unique.”

• Include signage in background if applicable.

• Provide a caption with names, places, dates, contact info.

• On press release and website, indicate availability of photos.

IMPORTANT:

• Photo requirements are different for print pubs and for web use.

• Printing in newspapers and magazine requires higher resolutionphotos than displaying on a website or in emails. - Good color in magazine, generally 500K to 1 MB or more. - For website use, 72K is the standard.

Photographs

Build Your Media StrategyBuild Your Media Strategy

1. Research Media Outlets- Print, Broadcast and Internet

2. What’s Your Story?- Almost anything you do is worthy of a press release/photo- For bigger stories, generally query the publication

3. Prepare Materials- Press releases, photographs - Consistent branding

4. Make a Pitch- Send a tailored message- Provide resources, material, background, sources

5. Follow Up- Be a resource, not a nag- Write a thank-you note!

Quick Summary

Email EssentialsEmail Essentials

Make Email Work FOR YouEvery message you send is a free advertisement for your business and needs to project the right image.

• Get a “real” business email address.- Don’t use an aol or gmail or earthlink address…

No: goodbuilder@aol.comYes: JohnT@xyzcompany.com

• Create a consistent signature that appears on all your emails, for ALL your employees.- Name, position, company, address, phone/email/fax,

website, company logo

• Always respond, and in a timely manner. Use auto-reply if away or busy.- “Thanks for your message. You will receive a response

within 24 hours.”

Email EssentialsEmail Essentials

Guidelines for Email Communications• NO SPAM

- If you’re sending regular e-mail blasts or newsletters,always provide a way to unsubscribe.

• Don’t harass

• DON’T TYPE IN ALL CAPS

• Don’t send massively large files, photos, etc., unless the recipient says it’s OK

• Try to keep emails short- And break up large blocks into

paragraphs to make them easier to read.

Social MediaSocial Media

Why Do I Need Social Media?• An alternative tool to add to your marketing mix.• Allows you to post updates, share ideas, and get feedback from

customers in a quick, easy, and cost-effective manner.• Gives you a web-presence on an interactive basis, rather than just

informative.• Brings personality to your organization and creates brand loyalty.• Provides an alternative medium by which to search for sales leads,

develop new business relationships.

• USE IT — Learn how it can benefit your organization• Converse — Don’t simply pitch your products or promote your

ideas. Make it seem like personal conversation at least a third of the time. This helps develop relationships

• Be aware of social media sites your clients/customers are using. Get on those networks and interact.

Social MediaSocial Media

Advantages/Disadvantages•Majority of social media networks do not charge a fee.

•Allows you to broadcast your information to a wide spectrum quickly and easily.

•Connects you to people that you may not have been connected with otherwise.

•Can be time-consuming to monitor various networks.

•Information passed through social media networks is open to scrutiny by many people at once.

Website EssentialsWebsite Essentials

Must-Haves for Your Website• A WEBSITE!! — And Keep It Up to Date

- Websites are often the first thing people go to when researching a product or service

- Media use the website for information, background, fact-checking.

• Basic information

- Office hours, location, directions, staff email links, projects/portfolio, staff bios

• Newsworthy content: products, photos, jobs

• Testimonials

• Media Page: Press Clips/Awards/Honors

• Sponsor/partner logos, links and blurb

• Newsletter sign-up, if applicable