Farmers Inspired Publicity breakout 2.ppt - Read-Only ...jonschallert.com/wp-content/uploads/2018/02/NAFDMA-Farmers-Ins… · Multi-Level Customer Services Strategic Vision Unique

Capturing Free Publicity: Let the Media Advertise You and Your Business

Presented by Jon Schallert

© Jon Schallert, The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com

Capturing Free Publicity: Let the Media Advertise You

and Your Business

Capturing Free Publicity: Let the Media Advertise You

and Your Business

Full notes of this entire keynote are available at:

JonSchallert.com/farming

© The Schallert Group, Inc.

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For every slide

of this session,go to:

JonSchallert.com/farming


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Destination Business PrinciplesDestination Business Principles

Loyalty Validation Interior & Exterior Image

CEOwner

Integrated Marketing Savvy

Omnipresent Mentality

Legend Development

Proactive Adaptability

Product Spotlighting

Employee Stakeholders

Multi-Level Customer Services

Strategic Vision

Unique Positioning

Financially Adept

Leadership Balance


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• 12 times more likely to be believed than advertising

• Written as news about your business

• Should be controversial, timely, helpful• Top 2: Money & health

• Marketing’s “fishing for marlin”

Generating Free PublicityGenerating Free Publicity


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• To capture the most free publicity, tell the story of:

1. Your unique business, and

2. You as the owner of the business and an expert in your field

Legend DevelopmentLegend Development


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• Your point of view as an expert in your field

• Trends, tips, things to-do

• Become a problem-solver

• Let them know you’re a local who understands national breaking news

You as the ExpertYou as the Expert




© The Schallert Group, Inc.© The Schallert Group, Inc.

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• Target your media people• Provide them with:

1. Comments2. Opinions 3. Story ideas4. Trends5. Answers during a deadline!

Be the Expert and the SourceBe the Expert and the Source


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• All media covers the main holidays

• Give writers plenty of lead time to hear about your story

• Don’t forget Obscure Holidays!

Seasonal Repeating PublicitySeasonal Repeating Publicity





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1. Read their work & comment on it• Sometimes as easy as looking at

their publication or looking online

2. Use Google.com/alerts• Respond when you read their

writing after an alert notifies you

3. Follow them on Twitter• Talk to the media through Twitter!

Connecting with the MediaConnecting with the Media


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• Google.com/alerts• Free tool to keep track of

industry news, competitors, and press opportunities

• Emailed to you daily• Once you get the email, you

can connect with a journalist

Using Google AlertsUsing Google Alerts


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TwitterTwitter

• Followers receive your “tweets”, 140 character mini-messages

• First search with LinkedIn

• Journalists use Twitter a lot: Great way to create a media network to generate publicity!


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• In Subject line, restate topic

• “Just read your story”

• “Loved it!”

• Introduce yourself and area of expertise in a few sentences

Contacting the Writer Via EmailContacting the Writer Via Email





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• “Here are my thoughts on your topic:”

• “If you need more, feel free to call”

• Conclude with all your phone numbers

Contacting the Writer Via EmailContacting the Writer Via Email


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• Interviews are not automatic• Don’t get discouraged

• Once it happens, “churn” the publicity

• Let others know of you were quoted• “As seen in the NY Times”• Reference article with other targets

• Display publicity in your business

Publicity Follow-ThroughPublicity Follow-Through


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• Annual membership fee: usually $200+, but it’s free for you!

• They make their money when you send out the release

• (400 word is typical length)• $600+: All national media• Regional: $300-400• State: $250-$350 range

PR Newswire as PR ResourcePR Newswire as PR Resource


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• They first send it out to your selected outlets, but then…

• Sent to other media websites

• You’ll get the list in about 1 hour

• Each media links to your website

• Instantly creating a media “network” back to your site

PR Newswire as PR ResourcePR Newswire as PR Resource


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• PRNewswire must receive a written release in proper form

• Not a writer? Hire Gene Stowe:

• [email protected]

• (980) 425-8633

• Often media uses professionally written stories exactly as they’re written without editing!

Using PRNewswireUsing PRNewswire


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1:45 – 4:45: Transform Your Business into a Consumer Destination

1st Floor:

Burgundy / Bordeaux Room

Tomorrow’s Schedule At-A-Glance Tomorrow’s Schedule At-A-Glance


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Destination Business PrinciplesDestination Business Principles


CEOwner



Legend Development





Strategic Vision

Unique Positioning

Financially Adept

Leadership Balance





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• Text DESTINATION to 72000

• Get access to 3 Unique Positioning Statement webinars, plus the tip sheet:

• 9 Steps to Developing a Great Unique Positioning Statement

Free Webinars and Tip SheetFree Webinars and Tip Sheet


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Destination BootCampsDestination BootCamps


CEOwner



Legend Development





Strategic Vision

Unique Positioning

Financially Adept

Leadership Balance

6 Remaining BootCamps in 20186 Remaining BootCamps in 2018


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“ You don’t want to be considered the best of the

best.

You want to be the only one that does what you do.”

Jerry Garcia

Documents

Farmers Inspired Publicity breakout 2.ppt - Read-Only ...jonschallert.com/wp-content/uploads/2018/02/NAFDMA-Farmers-Ins… · Multi-Level Customer Services Strategic Vision Unique