Alford communications - nutrition entrepreneurs publicity basics

Bay Area NE Mini Summit: Publicity Basics

04/12/23Prepare ● Practice ● Deliver© 2013 Alford Communications 2

What To Expect Introduction The Call For More Awareness Tools of the Trade Define your story Drive the Media Conversation Recognize the “common sense” of it all


How many have a Facebook page? How many have a newsletter?

Online?Hard copy?Size of subscription list?

How many have/read/post to a blog?

Before We Get Started


My Background More than 25 years in PR

Ruder FinnVisa Philips Electronics Dolby LaboratoriesSony PlayStation

Experience with start-ups, entrepreneurs, global conglomerates


1. You naturally think in sound bites. 2. You work best against a deadline.

3. You want to media-train everyone you meet.

4. You’re a voracious consumer of media and content.

5. You edit everything.

6. You cringe when someone says “hone in” instead of “home in.”

7. You deal in talking points.

8. You’re always looking for trends.

From PR Daily:

How To Think Like A PR Person In 8 Easy Step


The Call For Awareness Evangelize Your Story Build Your Business Gain Credibility

*Mommy Blogs04/12/23

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Raise awareness of issues, subject Establish yourself as expert, go-to

resource Shape your professional, public image Manage your reputation Improve sales Expand your client base Create new business partnerships

Media Campaign Benefits


The Sample Event Template Evergreen Story

Similar but focus is more of a feature

Not Time Sensitive “5 Rules To Conquer Sugar

Addiction” “10 Steps to Revamp Your Diet

on a Budget” “6 Things You Need To Know

About Your Bread”

CDA Encouraging Publicity


Common Knowledge: Who, What, When, Where, Why and How

More Important:Why is this information important to the audience

— Why should reader/viewer/listener care?

What actions do I want to evoke? Awareness Purchase a product or service? Educate, Apply new rules?

Better than the 5 W’s + H


Easy Steps To Planning: The Creative Brief & News Worksheet


Project Name: Code Name or Internal Name

Purpose: Why are you planning this project? (Announcing newest services)

Campaign: Is this part of a larger effort ? (awareness campaign)

Key Messages: What do you want to say?

Audience: Who needs to hear your message?

Action Request: What response to you want from your communication?

Tone and Voice: Business, Casual, Formal, Friendly?

Measurement: What results equal success

Project Details: Describe in one to two paragraphs

Contacts and Who should review and approve? Approvals:Who are resources

“Just the Facts” There is NO such thing as “off-the-record”

Beware of hyperbole

Maintain credibility and integrity Make sure statements can be solidly backed. Avoid marketing hype Avoid the “Core Dump”

Market Statistics Best to refer media to specific market analysts. Internal research and stats are ok but not as credible.

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Quick Tips The most effective spokespeople

Prepare with key messages and illustrative examples Understand what media they are talking to Tell THEIR story


Be clear•Know what you want to say•Know what results you want to evoke

Why Work with the Media? Deliver a message

To the right audience Through the right vehicle At the right time

Tell your story Ensure your POV is represented Build awareness of You…your service, expertise,

products Earn credibility from an “objective” 3rd Party


Who is the Expert?

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© 2013 Alford Communications

Positioning or Unique Selling Proposition

This Company is ________;

Unlike our competitors, we __________.

Sample: “Alford Communications is a strategic PR consulting practice. Unlike our colleagues and competitors, we apply our unique mix of global, corporate and entrepreneurial experience to identify, define and deliver the PR results you expect.”

“I tell your story to the right audience at the right time.”

The First Step In Building A Story: Defining Your Uniqueness


Why You Need To Be Clear

If you are like most folksChances are this is how you communicate and you love every little detail. Some call it being “in the weeds. You tell the full story starting from the very start. beginning.. You love to tell the story, every detail, every factoid, every data point, the Very essence of the first inkling of the product.The details of all the technologies that are used in the product. And so on and son on and so on and so on etc. etc. etc. etc. etc. etc. etc. etc. etc. etc. etc. etc.

The Untrained Communicator:

With Preparation, you have •1 Story •Prepare 3 key points

• Use talking points to illustrate• Focuses on delivering THE right

story

The Effective Communicator:


UnfocusedFocused!!!!

Perspective: Work on the Message

Untrained Communicator

Background

History

Jargon

Supporting details

Conclusions

Topline Message

Why it’s important to the audience

Proof points & stories

Layman Language

Supporting details


PublicReadersViewersMedia

What makes a good story Big Assumption:

Because we think it’s extremely important, so will everyone else. The media will believe it is important if we say it is.

Not Always

Better Practice

Look at your story through the eyes of a reporter or customer Ask yourself, why does my customer care? How does this story address what the reporter is covering?


Adds to a trendEasily understoodConcise yet informativeDemonstrates common themeDemonstrates uniqueness of an organizationCounters expectationsSolves problems; doesn’t create new ones

Common elements of a good story


Lessons Learned Key takeaway:

Less is more – Beware of the core dump

Key Takeaway:

It is far better to have one well-targeted, effective media "hit" or story than 10 random

mentions.

Don't sacrifice quality for coverage.


Key Messages Lead To Strong Quotes

Clever, relevant, insightful and short Prepare in advance and practice delivery

Examples: Dolby 3D transforms the movie experience.

With Dolby Mobile, your carry the cinema in your pocket.

At Halcyon, we’re working to end the biggest epidemic facing mankind--aging.

With Visa Debit, you have your bank wherever you go!


Now You Have Your Message

Identify where you want to deliver it Media Interviews:

Broadcast, Business and General Print, Bloggers, Online Media, Social Media

Materials Press releases, fact sheets, opinion and viewpoints,

backgrounders, articles, blog posts Press Kit: release + bio + hi-res photos + quote sheet + links

(a ready made reference library for any writer)

Platforms Events, Panels, Workshops


Interview Tips - DO Prepare!

Review key messages, Q&A and reporter’s background

Anticipate difficult questions and prepare your answers – Practice!

Focus on delivering your messages

Prepare and deliver strong quotes

Be friendly but do not lose sight of your agenda

Be succinct

Stay in control of the conversation. You are not on the witness stand!

Remember that everything you say may be quoted.


Quick Tips The most effective spokespeople

Know common sense is the prevailing rule Recognize that their story is unique and important

Be clear•Know what you want to say•Know what results you want to evoke


The Newest Media Craze: You


• Blogs, Letters to the Editor, Web Content, SEO• Extend to Social Media and Email networks• Facebook, Twitter, Google+ pages

Google “free keyword tool google”

PR Web, prweb.com Business Wire, businesswire.com PR Newswire, prnewswire.com Help a Reporter Out, HARO,

helpareporter.com Reporter Connection,

reporterconnection.com YouTube and Google Fiverr.com

Online Resources


Summary Think like a PR person: What’s the story? Focus on facts: Build credibility Go beyond basic 5Ws: Why is the story

important to your audience? Understand your story from the reporter’s

perspective Plan – story ideas, editorial calendar, events,

blog posts, social media updates Define your unique story/key message Remember that you are the expert!


Thank You!

[email protected]


Documents

Alford communications - nutrition entrepreneurs publicity basics