Phil Morabito and Brian Block discussed the latest tactics to create credibility, trust, engagement and distinction for your brand and how to maximize "booth buzz at OTC 2011. They also reviewed the best traditional media relations strategies and how to use social media tactics to assure your services are distinct and not extinct. Thank you to everyone who joined us.

1. Creating a Buzz to Build the Brand
Creating a Buzz to Build the Brand
The Power of Strategic Public Relations for OTC
Presented by
Phil Morabito, CEO Brian I. Block, Sr. Acct. Exec.
Pierpont Communications, Inc. Pierpont Communications, Inc.

2. Creating a Buzz to Build the Brand
• Situation Analysis
– You have set time aside, paid money and organized your
booth to connect with industry colleagues and decision
makers.
– This is the focal point of an annual push.
– You must capitalize on OTC.
• Solution: Create BUZZ

3. Creating a Buzz to Build the Brand
• Press conference realities in 2011
– How does your “news” illustrate an impact on
your industry?
– You must identify an area of need and position
your company/product as a solution.
– You don’t get a second chance to blow your first
impression.

4. Creating a Buzz to Build the Brand
• Ugly editorial realities in 2011
– Get over yourself. The news isn’t about you.
– Sell the story, not the company.
– It’s no longer about the questions. What do you
want the public to think, feel or do.
– News is defined as “conflict.”

5. Creating a Buzz to Build the Brand
• Getting down to business
– Start early – minimum 4 weeks
– Who is your media inner circle?
– Work the show daily
– Answer the “who cares” question
– What can you offer that competitors won’t or
can’t

6. Creating a Buzz to Build the Brand
• Maximizing editorial opportunities
– Before every interview, think about what
headline you would like to see as a result of your
briefing and create three key messages
supporting your position – you can’t afford to
waste time figuring that out during the interview
– Make sure the spokesperson knows this

7. Creating a Buzz to Build the Brand
• Maximizing editorial opportunities
– Don’t tell when you can show. Bring a customer
to your interview who can illustrate the solution
you’re explaining

8. Creating a Buzz to Build the Brand
• Social Media
– Before
• Create your profiles where it matters - @OTCHouston, Facebook
• Join conversations ahead of time
• Create a database of digital information
– During
• Live updates – status, pics, video
• Networking to lead traffic to your booth
• Save some for later

9. Creating a Buzz to Build the Brand

10. Creating a Buzz to Build the Brand

11. Creating a Buzz to Build the Brand

12. Creating a Buzz to Build the Brand
• Social Media
– After
• Blog coverage
• Share photos, tag visitors
• Reconnect afterwards
– Bonus
• Wireless hotspots
• Location based social networks
– Check in and check it out
– Foursquare, Facebook and more

13. Creating a Buzz to Build the Brand
• Location Based Social Networks
– These use the GPS function on your mobile
device to locate you and share that location and
additional content.
• Content can include pics, reviews, videos, etc.
• As people use this to “check in” to places, special
offers or information can be made available to them.
• Check out Foursquare and Facebook Places

14. Creating a Buzz to Build the Brand

15. Creating a Buzz to Build the Brand

16. Creating a Buzz to Build the Brand
• Do’s and Don’ts – Media Relations
– DON’T hand out a paper press kit. If you do, just
put a sign on your back that reads “I love the
’80s.” This is the electronic age- don’t be extinct,
be distinct.
Try this unless you
want to look
like this

17. Creating a Buzz to Build the Brand
• Do’s and Don’ts – Media Relations
– DO treat all your vital media as you treat your
best prospects:
• Stay in touch
• Give them something you don’t give everyone
• Remember that they have lots of other offers for
industry sources
• You MUST differentiate yourself

18. Creating a Buzz to Build the Brand
• Do’s and Don’ts – Media Relations
– DO treat your media sessions like a first date:
• Ask about them
• What are they hearing?
• What’s on their mind?
• What are they looking to find?

19. Creating a Buzz to Build the Brand
• Do’s and Don’ts – Social Media
– DO update your status often with relevant
updates.
– DO work on picture or blog posts while the
conference is going on.
– DON’T make business connections through
social networks with profiles that are too
personal.

20. Creating a Buzz to Build the Brand
Thank You
www.piercom.com • 713.627.2223 • @PierpontCom
Phil Morabito, Brian I. Block,
CEO Sr. Acct. Exec.
PMorabito@piercom.com BBlock@piercom.com