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Adele Cehrs' 2012 NTC Ignite presentation.
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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
The Promotional Cocktail
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Garden State Pride!
The Promotional Cocktail
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
The Promotional Cocktail
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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.)
The Promotional Cocktail
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
The Promotional Cocktail
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