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How to Build Media Relations in Government Marketing

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How to Build Media Relations in Government Marketingwww.boscobel.com#1Table of ContentsAll About Media RelationsIndustry Best PracticesThought Leadership ProgramsHigh-impact PR Ideas

www.boscobel.comwww.boscobel.com#JB2All About Media Relationswww.boscobel.com

www.boscobel.com#3Benefits of Good Media Relationswww.boscobel.comIntroduces, builds, manages and sustains an image.Creates consistent messaging.Strengthens you as a thought leader.Increases visibility, awareness and brand equity.Opens the door to long-term, valuable press relationships.Demonstrates value as a trusted resource.www.boscobel.com#4www.boscobel.comBenefits of Good Media RelationsEducates reporters on the breadth and scope of your services.Makes it easier to cover your company.Minimizes potential bad press. Supports employee recruitment.

www.boscobel.com#5Know the Publicationwww.boscobel.comWho is the audience? What are the demographics? What do the reporters like to cover? What do they avoid?Do they accept submitted articles? Is online content different from print content? Can you submit content via their website?www.boscobel.com#6Know the Reporterswww.boscobel.comWhat topics do they cover? Do they have a social media presence? Do they speak publicly? What kind of stories do they write: informative or gotcha?Find common ground, whether its hometowns, alma maters, or activities and hobbies. Look on Facebook, read their blogs, and follow them on Twitter.Track editorial calendars.Introduce yourself via email and LinkedIn.Use social media to engage them.

www.boscobel.com#7Nurture Your Relationshipswww.boscobel.comAttend panel discussions where reporters are speaking.Post their stories on LinkedIn Groups or on Twitter.Schedule face-to-face meetings.Offer yourself as a resource.Understand their definition of news.

www.boscobel.com#JB8Protect Your Relationshipswww.boscobel.comUnderstand their communication preferences.Ensure pitches are in their wheelhouse at all times.Mirror their emails. If theyre short, keep yours short. If they show personality, show your personality.Choose follow-ups wisely; they do read your emails.

www.boscobel.com#9Protect Your Relationshipswww.boscobel.comDo what you say youre going to do; deliver what you say youre going to deliver.Dont guess: if you dont know the answer, find someone who does.Have a balanced conversation. It cant be all about you and your organization.Be thick skinned. Dont take things personally.

www.boscobel.com#JB10www.boscobel.comWhat Do Reporters Need?Story ideas, not company pitchesInformation of interest to their readersHistorical approaches to topics, milestonesHonest opinionsFacts and figures, trends, researchOpen lines of communication and fast responseOrganization backgroundCustomer case studies

www.boscobel.com#11How Do Reporters Get Story Ideas?www.boscobel.comWire servicesNews releases and pitches from PR relationshipsWebsites (government, industry, media)Social media outlets (Twitter, LinkedIn, blogs)Conversations with industry thought leaders or analystsMarket researchIndustry events, trade shows and conferencesOther press and e-newsletter

www.boscobel.com#JB12Industry Best Practiceswww.boscobel.com

www.boscobel.com#JB13www.boscobel.comIndustry Best PracticesEffective writingWrite to your audience.Tone and level of technicality must be appropriate to them.Lead with benefits; dont bury them.Keep your writing succinct.Subject lines and leads should be easy to scan. Avoid big blocks of texts.

www.boscobel.com#JB14www.boscobel.comIndustry Best PracticesEffective writing, continuedInclude statistics to illustrate facts.Organize salient points; use number/bullets.Avoid acronyms and industry jargon.

www.boscobel.com#15www.boscobel.comIndustry Best PracticesNews Releases News releases should announce hard news.Tuesday is usually the best dayPost softer announcements on website.News releases should be web optimized for SEO.Place main keyword in headline, first sentence and copyPlace secondary keyword once or twiceDetermine which news releases require follow up.Post news releases and other materials internally so others in your organization can share with their communities.www.boscobel.com#JB16www.boscobel.comIndustry Best PracticesNews Releases, continuedFive ways to give your release more legs for hard news:Post on appropriate LinkedIn Groups. Tweet about it.Publish on website.Invest in Google AdWords, or Sponsorship campaigns.Blog about it.Ask social allies to promote it.

www.boscobel.com#JB17www.boscobel.comIndustry Best PracticesPitchesMake them relevant to the audiencePush the first and only angles when possibleIntroduce new thought leaders and execs Be sure the topic hasnt been covered recentlyReference a prior, published article re: the same topic if the pitch brings something new to the conversation

www.boscobel.com#18www.boscobel.comIndustry Best PracticesPitches, continuedUse preferred medium e.g, e-mail, Twitter, etc. Scan expert source services (HARO, ProfNet, etc)Follow up appropriatelyInject your ideas into breaking news stories(e.g., Newsjacking)Scan the headlines. Where can yourstory become their story?

www.boscobel.com#JB19www.boscobel.comIndustry Best PracticesMedia advisoriesBe judicious on issuing media advisories.Events, news conferencesFollow up with additional, complementary information (e.g. parking instructions, new speakers, etc.).

www.boscobel.com#JB20www.boscobel.comIndustry Best PracticesBylined Articles/ Contributed ContentWhat makes a good topic?Trends, issues, best practices, how-to, opinions, non-promotionalMake sure to follow writers guidelines; give editor a heads up immediately if youd like to deviate.Let editor know if you need extra time; its usually okay.www.boscobel.com#21www.boscobel.comIndustry Best PracticesSocial Media RelationsPitch reporters using Twitter (a twitter pitch is called a twitch), LinkedIn, etc.Tweet/retweet reporters articles.Promote content or news via social media. Post relevant news or articles on Facebook or on appropriate LinkedIn Groups, e.g. US Military Veterans Network. Comment on their articles and blogs but only with substantive commentswww.boscobel.com#JB22www.boscobel.comIndustry Best PracticesWebsite Newsroom Make your newsroom accessible from your homepage. Organize news releases by year.List PR contacts by name on every page.Provide executive bios, history, product and services information for download.Offer RSS feed subscription or other method to subscribe to updates.Refresh it often.Include press coverage.

www.boscobel.com#JB23www.boscobel.comBest Practices

www.boscobel.com#24www.boscobel.com

www.boscobel.com#JB25www.boscobel.comBest PracticesWebsite Newsroom Make newsroom accessible from homepage. Organize news releases by year.List PR contacts by name.Provide executive bios, history, product and services information for download.Offer RSS feed subscription or other method to subscribe to updates.Refresh often.Include press coverage.

www.boscobel.com#JB26www.boscobel.comThought Leadership Programs

www.boscobel.com#JB27www.boscobel.comWhat Is Thought Leadership?One element of a successful PR program that differentiates your organization.A thought leader is:A recognized leader in the field.A credible third-party expert that can address issues and trends.A person reporters trust.Thought leadership tools include:White papers and eBooksCustomer case studiesSpeaking engagementsPress interviews, quotesBylined articles and contributed content Awards

www.boscobel.com#JB28Benefitswww.boscobel.comA thought leadership program is beneficial internally: Helps PR teams learn more about your experts.Develops a process to help capture information for PR and marketing activities.Encourages reluctant thought leaders to participate.Boosts morale and organization pride by sharing content for internal communications.

www.boscobel.com#29www.boscobel.comPlanningDetermine which topics, issues or trends your organization wants to own in the press.Find the appropriate public-facing subject matter experts.Distribute an introductory email that outlines the program and thought leaders role.

www.boscobel.com#JB30www.boscobel.comDiscoveryReview editorial calendars for targeted publications and determine which publications accept bylined articles or op-ed pieces.Develop questions for your subject matter experts. Share questions with the subject matter expert prior to interview and practice.

www.boscobel.com#JB31The Interviewwww.boscobel.comGet subject matter expert excited and confortable about the interview.Share goals, media targets and background on the publication.Record the interview to allow for a more fluid conversation.Present bylined article abstract to subject matter experts for approval.www.boscobel.com#32www.boscobel.comCelebrate! Continue MomentumPublicize successes internally with other thought leaders and executives.Promote successes externally via website and social media.Create thought leader matrix to share with management.www.boscobel.com#JB33www.boscobel.comArticle PlacementPitch article abstract to media and get placement agreement.Obtain specifications for article or blog.Develop content for team approval.Submit to media, on time.www.boscobel.com#JB34www.boscobel.comHigh Impact PR Ideas

www.boscobel.com#JB35www.boscobel.comLaunch Research for Ink ProgramConduct surveys and polls on issues or trends. Issue news release on results.Share results via social media and emails.Include results in relevant bylined articles.Hold an event to announce results.Industry Awards Create industry award calendar, select nominations for your company and your clients and submit copy.Invent your own awards program.High Impact PR Ideaswww.boscobel.com#36www.boscobel.com

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