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Free Press
1. How to build a media strategy, increase your publicity and
(maybe) get on the cover of Lawn & Landscape magazine.
Chuck Bowen :: Editor and Associate Publisher
2.
3. Ohio University journalism school
Local dailies (Lebanon Reporter, Lafayette Journal-Courier, Medina Gazette)
Freelance (Associated Press, Indianapolis Star, Cleveland Magazine)
B2B (PCT, Lawn & Landscape)
4. Marketing – strategy of both advertising and public relations
Advertising – you control the message, you pay to put it somewhere (ads, paid
placements, etc.)
Public relations – you send out a message, but don’t control how it comes back
(press releases, events, speaking, etc.)
5. What story are you trying to tell?
Who do you want to reach?
What is your goal with publicity?
Sales: Are you trying to get your phone to ring?
Brand: Increase your recognition in your market?
Recruitment: Make your team feel empowered and appreciated?
6. Anything can be news – reporters and editors are constantly trying to do more
with less and would love your news to fill up a few column inches/minutes
Labor is a challenge – we’re hiring!
H-2B is in the news – here’s how we use it
We made the Top 100
We won “Employee of the Year”
New hires, promotions, awards, interns, etc.
Start of spring/snow season
Lawn care tips/suggestions – offer yourself as a source
Trends (outdoor living, landscape design, water conservation)
7. Your first audience is the editor you’re trying to reach
He or she is overworked and underpaid
Do the thinking for them
For goodness sake, send photos
Make your case quickly for what’s new/different/exciting
How does this help them and appeal to their readers/viewers?
Newspapers
Consumer magazines
Business publications
TV news/specials
Local blogs
Radio
Niche publications
8. The beauty of media in 2017 is that you have all the same tools that I have
The challenge is you don’t necessarily have the audience (but you can build one)
(and you already have a start in your customer list)
Podcasts
Blog
Enewsletter
Social media
Newsletters/mailers
Magazine
9. What makes you different from 75,000 other landscapers?
Why should our readers care?
Be specific (use our editorial calendar)
Use the tactics in this presentation
Saying “we have a great story” does not make a great story