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MediaWorks

Phil SiegelStrategic Publicity and Visibility

Background Who I am What I do What I need

Phil Siegel, MediaWorks

Publicity Case Study Determine audience Develop strategy Implementation

Personal Background

Can name all Oscar winners 1927-2009 Annual reunion with 12 high school friends Unapologetic liberal Netflix and Tivo have changed my life Project Runway, Breaking Bad, Dexter, Glee


Work Background: 1984-1991

Supervisor of Media Relations


What I Do: MediaWorks

since 1991

Creative Strategy Visibility Radio, TV, Print, Online


In other words: Me

Media


Clients

How Do I Do It?

Media strategy Develop story angles Work with producers, editors, reporters, bloggers Spokesperson Training Produce videos


Some Favorite Clients


Who Do I Want To Meet?

Companies who need external positioning Businesses who want to be in the public eye Individuals who are afraid to speak publicly Leaders needing a visibility strategy Programs looking for a new audience


CASE STUDY: Bare Necessities


Objective: Publicize Bee Blocker


Challenge #1: Determining the target audience

BearsAdventurous GardenersAmateur HoneymakersInvestors in Pollen Futures


Challenge #2:Which info source to target? Berenstein Bears: NY Times Book Review Smokey the Bear: ESPN Organic Housewives: Food Network Zookeepers: Home and Garden TV Pollen Investors: Business Week Honeymakers Union: Bay Guardian


Challenge #3: Developing strategies

Create a Honey Tasting Festival National Summit of the Radical Bee Movement Spokesperson Selection: Winnie the Pooh You Tube Video: Surviving Beestings


Challenge #4: Pitching Various Story Ideas Editorial Pages: “Is the Latest Fad in Bee

Protection Anti-Insect?” Entertainment Media: “Bare Necessities to

Sponsor a Gentle Ben Retrospective” Business Media: “Republicans Fight

Stimulus money to create American Bear Suits”


MediaWorks partners with clients to develop a strategic visibility plan to communicate with a specific target audience, whether they are lions, tigers or bears. Oh, my.


Questions?