This presentation for the Virginia Master Gardener College on June 24, 2011 showed Master Gardener volunteers how to market their programs and services. They learned how to begin with an end in mind, select appropriate tools, recruit "raving fans," develop relationships, build community, and be successful.
Q-Factor General Quiz-7th April 2024, Quiz Club NITW
Creating a 'Buzz' and Making News
1. Creating a ‘Buzz’ and Making News Lori Greiner, Communications Manager, @lgreiner Michael Sutphin, Writer, @michaelsutphin Master Gardener College, June 24, 2011
2. Overview Begin with an end in mind Select your tools Recruit “Raving Fans” Develop relationships Build community Keys to success
3. Begin With An End In Mind What does success look like? Who are you? Who is your audience? Who is your competition?
4. Select the Appropriate Tool Word-of-mouth Print Traditional Media (newspapers, T.V., radio) Web Social Media
10. News is… Timely Affects many Innovative Interesting What journalists decide it is
11. Who are the reporters? Short on time Friendly people who are not necessarily your friend Smarter than you think And less knowledgeable
12. What reporters want is pretty simple… A good story Good quotes Recognition Your respect, not necessarily your affection The feeling that they understand the issue after 20 minutes as well as you do after two years
13. How do we get in the news? News releases Pitches Reporter queries Periodicals Video Releases Radio spots Columns
15. What’s your news? Write down what you are an expert in. Describe in a sentence why someone should care. Try to tie it with a newsworthy issue.
16. Media Examples How To - Planting a water garden Community Service – Flower power Community Service – Flag Park Promotion/Event – Garden Walk Community Service – New Project Recruitment – Join Master Gardeners Column – Feed Your Garden Well Event – Butterfly House
17. Do your homework Make yourself media savvy — listen, watch, and read. Find out what stories are being covered so you can offer related stories. Read the paper and identify special sections or columns you can tap. Learn the names of local reporters and the subjects they cover.
18. Pitch a Homerun Think beyond your own news Target the right reporters State the facts Time it right Offer photos, charts, and other resources Follow-up Get excited
19. Create/link page on local VCE website Keep it up-to-date List keep contacts List upcoming events & programs on county calendar Make sure your site it useful to your clientele
20. Website Examples Heart of Virginia Master Gardeners Northern Shenandoah Valley Master Gardeners
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22. What is Social Media? Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue. - Wikipedia
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24. Why be social? It is where everyone is. Build community and engage your audience. It is no longer about talking, it is about conversing. Social media is the new local.
25. How do you start? Social Media is a tool not a strategy Develop a plan with a goal mind Select the appropriate media Participate
26. Launched February 2004 More than 600 million members All-in-one social networking service (profiles, events, photos, etc.) Building conversations through status updates, comments, and “likes” Pages vs. groups http://www.facebook.com VirginiaCooperativeExtension
27. Microblogging site launched July 2006 An estimated 200 million members Messages, called tweets, of 140 characters or less Join conversations through replies (@), retweets (RT), and hashtags (#) http://twitter.com/vce_news
28. Video sharing site launched February 2005 Purchased by Google November 2006 Anyone may watch videos, and registered users may upload unlimited videos Channels allow users to create video blogs
29. YouTube Examples Loudon County Farm Bureau – Virginia Master Gardeners Prince William – Master Gardener Minutes Prince William – Master Gardener Minutes County Converstations
30. How to Be Successful Post regularly with high quality content Use visuals Ask questions Master one tool at a time Be transparent, accurate, mindful and respectful
31. Keys to Success Keep it simple Consistency in messaging Consistency with look Master Gardener Logo Virginia Cooperative Extension Logo Don’t forget to share your successes Future.ext.vt.edu
32. How to Reach Us Lori Greiner, Communications Manager (540) 231-5863 lgreiner@vt.edu Michael Sutphin, Writer (540) 231-6975 msutphin@vt.edu