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FREE PRESSHow to build a media strategy, increase your publicity and (maybe) get on the cover of Lawn & Landscape magazine.
Chuck Bowen :: Editor and Associate Publisher
MY BACKGROUND Ohio University journalism school Local dailies (Lebanon Reporter, Lafayette Journal-Courier, Medina Gazette) Freelance (Associated Press, Indianapolis Star, Cleveland Magazine) B2B (PCT, Lawn & Landscape)
MARKETING, ADVERTISING AND PR 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.)
STRATEGY 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?
STORY IDEAS 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)
CONSIDER YOUR AUDIENCE 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
DIY MEDIA 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
HOW TO GET IN LAWN & LANDSCAPE 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
