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HOW TO BE A MEDIA MAGNET

(and get journalists to beat a path to your door)

Presentation for BACN on 24 May 2013 by Roberta Guise

Reasons consultants pass on PR!

Why consultants need the media!

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Position on Thought Leadership Continuum!

Thought!Leadership!

Distinctive Ideas!

Expertise/Competitive!

Why some consultants get famous!

• Strategically use media for visibility!

• Develop relationships with editors, writers!

• Have valuable content!

• Are reliable source!

• Present well!

• Easy to work with!

• Have novel, new or contrarian thinking!

Who the media are!

• Traditional newspapers!

• Radio & TV/cable!

• Trade, professional, business publications!

• Influential blog sites (e.g. HuffPost, Fast Company, Forbes.com) Visit Technorati.com for relevant, top blog sites!

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Build enduring relationships with media!

Top 6 keys to enduring media relationships!

#1: Know your audience!

#2: Know the publication!

#3: Know the reporter’s beat!

#4: Be interesting!

#5: Be a valuable resource!

#6: Be nice, two ways!

From blog post to national TV!

• Topical/trending or breaking news story!

• Expert opinion!

• Media need!

• You know the issues!

• You have deep expertise!

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Exercise: Piggy-back News!

• Think of a story in the news that you have strong opinions about, that makes you react.!

• Call out the headlines!

Be a resource, land a story!

Media relations made (almost) easy!

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Instant gratification PR!

• To respond to a published piece, general news item, breaking news!

• You have a story idea!

• To start a conversation/get to know a reporter!

Homework!

• Write the name of a reporter, columnist or blogger whose article you read, for whom you could be a great source!

• Where do they publish? !

• What do they write about (“beat”)? What’s their writing style?!

• Why are you a great source for them?!

• Why is this writer a good media target for you?!

The paradox of media opportunities!

• Print media are dying!

• Print media are alive!

• (Some) online media are influential!

• Strategies for consultants!

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Takeaways!

• Develop relationships with the media over time...be patient and strategic!

• Practice 3 standout strategies for engaging the media!

• Build media relations into your business strategy!

• One hour a week is better than none!

Resources!

To reach the speaker!

Roberta Guise!

GuiseMarketing.com!

Twitter: @robertaguise!

Linkedin.com/in/robertaguise!

BeVisibleBlog.com!

https://www.facebook.com/roberta.guise!

ThoughtLeadingWomenMeet.com!

roberta@guisemarketing.com!

415-979-0611!