Getting Noticed

Getting noticedGordon Mayer

CMWho?

Communica-tions35%

Executive Director, or other staff

32%

Board mem-ber/other vol-

unteer7%

Other26%

What do you do?

TurnoutAttendance at an event

Why we communicate

AwarenessUsually traces back to

moneyAdvocacy Best to engage audience

Where did that plan go?

How long is a strategy?

What are our goals?

Who are our audiences?

What are our messages?

• Hi! My name is _____ and I’m a …

• You know how… (problem)

• Well, what I do is…(feature)

• So that …(benefit)

• I’m kind of like …(metaphor)– Feature: the physical traits or description of what you do

– Benefit: a feature translated into a member’s satisfaction. What do the members get because of what you do?

– Metaphor: a comparison that can be funny or startling; goal is to make your work familiar.

Crafting an elevator speechWho we are, in less than 2 minutes

1. Package

Package

2. Practice

http://bit.ly/newsrelease

3. Pitch“Do youhave aminutefor meto pitchyoua story?”

The subject line

• The most important part of the pitch• Need to make most impact in fewest

words• Competing with spam• Balance between playing it straight,

using humor or shock value

Huh???

“Party like it’s 4701”(for airfare sale to Asia, by student travel company)Result: Atlanta Journal-Constitution coverage

“Laps with Led Zeppelin”(for snorkel with attached radio)Result: Dallas Morning News, Wash. Post coverage

Playing into media mindset

“Another annoying COMDEX request”(for technology company trying to set up meetings at big

trade show)Result: Tech execs totally booked for show

“PR flack run down by bus!”(pitch for company promoting hospital emergency-room

efficiency)Result: Boston Globe interview

“Not-so-hot story idea”(pitch for an infrared sauna that was cooler than standard

saunas)Result: New York Post coverage

Sex sells (surprise, surprise)“Texas Sodomy Imminent”(for PFLAG, highlighting end of TX sodomy laws)Result: Wall St. Journal, N.Y. Times, AP

“This month’s pin-ups”(for “pinning” ceremony held at nursing school)Result: NYC regional media coverage

Fun

“How many students does it take to change a light bulb?”(pitch for American U. programs to teach basics of home repair to students)

“Would you like to replace your ex-husband with a plant?”(pitch for photographer who digitally restores old photos)

Huh??? (round 2)

“Do cats need e-mail accounts?”(for cat owners’ Web site)Results: MSNBC, Wall St. Journal, USA Today

“Stevie Wonder, Dick Cheney and a Volvo”(for Inventors’ Hall of Fame)Results: L.A. Times, AP, SF Chronicle

“47% think it’s OK to use cell phone in bathroom”(for Sprint PCS survey on cell-phone etiquette)Result: Several radio placements

The spam problem

• Newsrooms have spam filters, but reporters don’t know how to use them

• Innocent words can trip filters: “free,” “money,” “check,” “cash”

• Action verbs, like “buy,” “save,” and “get” cause problems

• List of “trigger” words at:http://www.wilsonweb.com/wmt8/spamfilter_phrases.htm

If it’sthat easy,why isgettingnewscoverage so hard?

Tomakenews,youneedto doorcreate something

Man bites Dog, Peter Blapps, from flickr

Like what?

• Identifying a Problem

• Finding a Solution

• Creating a Conflict

• Making a Fresh Start

• Doing Something New

• Doing Something Unusual

Not these

“mission statement” by Ecastro, from flickr

6 types of media stories

• Oh No!...disaster, tragedy, bad news

• Yes!...victory, agreement, improvement

• Wow!...extreme, unique event

• Hmmm!...thought-provoking, stimulating

• Rituals...opening days, funerals, birthdays

• News You Can Use...helpful information

The alternatives may be better

http://bit.ly/cmwethnic

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