What do you want to announce? Create and look for the nugget of news Step 2: What is the news right now? What is happening in pop culture, business, politics and among the target demographic? Step 3: Formulate your message Be brief and to the point! Communicate ONE message Step 4: Define your target Who do you want to reach? Step 5: Set benchmarks for measurement What are the goals of the program? Step 6: Determine delivery method Direct Pitch, Event, Stunt, Spokesperson, Creative Delivery, SMT, Mat Release, Advertorial Not all delivery methods can be used for every product or program Step 7: Create materials to educate the media Press Releases, Fact Sheets, Media Alerts, Photos, Creative Materials Step 8: Distribute information Magazines, Newspapers, TV, Radio, Internet
NEWS = your unique selling prop; Manage your messages – top (3) things Do your research; know your audience Connections – Twitter; LinkedIn; Facebook – Peter Shankman; Stacey Blume – how to get in the right hands Write down; practice, practice, practice See stories everywhere – examples – Dale Carnegie Training Giving media the tools –celeb photographs w/products Don’t get stopped by “No” – as PR people we have to keep pushing (balance between passive and pesky); heidi = Jeanne Chatsky Be a resource – Lindsey Pollak/NBC Nightly News Don’t throw up roadblocks – help connect the dots
