Creating a 'Buzz' and Making News

Creating a ‘Buzz’ and Making News

Lori Greiner, Communications Manager, @lgreiner

Michael Sutphin, Writer, @michaelsutphin

Master Gardener College, June 24, 2011

Overview

• Begin with an end in mind• Select your tools• Recruit “Raving Fans”• Develop relationships• Build community• Keys to success

Begin With An End In Mind• What does success

look like?

• Who are you?

• Who is your audience?

• Who is your competition?

Select the Appropriate Tool

• Word-of-mouth

• Print

• Traditional Media (newspapers, T.V., radio)

• Web

• Social Media

Be A Story Teller

Be a story teller.

Create Raving Fans

• Provide exceptional products and programs

• Serve the needs of your clientele

• Provide good customer service

• Newsletters

• Brochures

• Fliers

• Direct Mail

Working with the Media

News is…

• Timely• Affects many • Innovative • Interesting • What journalists decide it is

Who are the reporters?

• Short on time• Friendly people who

are not necessarily your friend

• Smarter than you think

• And less knowledgeable

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

How do we get in the news?

• News releases• Pitches• Reporter queries• Periodicals• Video Releases• Radio spots• Columns

Why build relationships with reporters?

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.

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

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.

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

• 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

Website Examples

• Heart of Virginia Master Gardeners • Northern Shenandoah Valley Master Gard

eners

What is Social Media?

Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue.

- Wikipedia

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.

How do you start?

• Social Media is a tool not a strategy• Develop a plan with a goal mind• Select the appropriate media• Participate

• 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

• 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

• 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

YouTube Examples

• Loudon County• Farm Bureau – Virginia Master Gardeners• Prince William – Master Gardener Minutes• Prince William – Master Gardener Minutes• County Converstations

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

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

How to Reach Us

Lori Greiner, Communications Manager

(540) 231-5863

lgreiner@vt.edu

Michael Sutphin, Writer

(540) 231-6975

msutphin@vt.edu