Using Networking and Publicity as Marketing Tools Sherwood LaValle Taylor Atlantic Cape Community College Objectives - Networking Defining Networking Common Language Connecting with Human Nature Ready? Set? Network! Objectives - Publicity Defining Public Relations Pitching Media Stories Print, Radio, TV Media Tools Media Management Sherwood LaValle Taylor staylor@atlantic.edu 1
Introductions Name and Title Organization What do you consider your biggest networking challenge? What is your biggest publicity challenge? Networking and Publicity Marketing Strategies Generate awareness Enhance program image Communicate the positioning statement Create and improve relationships with decision makers Sherwood LaValle Taylor staylor@atlantic.edu 2
Marketing Strategies Consistency Credibility Retention Repetition Defining Networking What is Networking? An extended group of people with similar interests or concerns who interact and remain in informal contact for mutual assistance or support. A logical or natural association between two or more people. Sherwood LaValle Taylor staylor@atlantic.edu 3
Relationship Marketing Relationship Marketing - Higher value products/services - When customers prefer to spend with a company or organization they know - High service component Don t Forget! Why Should I Network? Business is about people People are the greatest influence If you want to improve your world, expand it How many here use email? - What would you do without it? - The same rule applies to social networking Have fun and stay involved with people Benefits of Networking Learning from others Finding opportunities Business development Sales & Marketing New relationships - (personal & business) Reach & richness Saving time vs. Wasting time Sherwood LaValle Taylor staylor@atlantic.edu 4
Common Language The Big Idea Statement Memorable and appeals to emotion Gives an organization personality Points everyone in the same direction Does not refer directly to a product or service Common Language Sherwood LaValle Taylor staylor@atlantic.edu 5
The Elevator Commercial What does your organization do? - 3 items Who do you serve? - 3 items How you make their lives better - Appeal to emotion Connecting with Human Nature Fight or Flight Response When people first meet you they unconsciously decide to - Run - Fight - Stay Sherwood LaValle Taylor staylor@atlantic.edu 6
Overview Be mindful of your body language and personal packaging Adjust your attitude before approaching Use open body language Signal an open heart Respect personal space Comfort Zones Public Space > 3 feet Personal Space 2 feet Private Space < 1 foot Persuasion Getting others to want to do what you want them to do - Trust is earned upon first contact, body language, voice tone, and personal packaging - Logic your position, presentation, or point must make sense - Emotion must appeal to the imagination, and thus to emotion Sherwood LaValle Taylor staylor@atlantic.edu 7
Attitude Attitude is infectious Body language Tone of voice Choice of words Control and adjust Body Language Open body language - Uncrossed legs and arms, good eye contact, smiles - I'm open for business Body Language Closed body language - Arms crossed, avoiding eye contact, hiding your hands, moving away - Says you are defending your heart and repelling the person - I m closed for business Sherwood LaValle Taylor staylor@atlantic.edu 8
Congruence When body language, voice tone, words are all saying the same thing you are congruent.. or believable Ready? Set? Network! Ready? Set? Network! Define your interest Find opportunities that match your interest Learn how to use the tools Start with those you know and connect Find those they know and connect Create value for your network Build your personal brand Sherwood LaValle Taylor staylor@atlantic.edu 9
Planning to Network The Planning Business Cards! Dress for the occasion Have the right mind set - How can you help others? Set a goal for the event - Who would you like to meet? - How many contacts would you like to make? Create an elevator commercial The Big Day Arrive on time or a few minutes early to maximize your opportunity to network Avoid speaking with people you know!!! Sit at a table where you do not know anyone Sherwood LaValle Taylor staylor@atlantic.edu 10
The Techniques The Techniques Introduce yourself - People will appreciate that you ve taken the initiative to speak to them - Use your first and last name, company affiliation - Do not use your title - Smile The Techniques Extend your hand for a firm and friendly handshake - Whoever extends their hand first is the winner - Firm with eye contact Have an escape strategy Avoid approaching pairs Singles and 3 or more are fair game Sherwood LaValle Taylor staylor@atlantic.edu 11
The Techniques Enter group conversations sensitively - When entering a group, approach and stand quietly for a second or two - Wait for a break in the conversation or for someone in the group to look your way - If no one looks in your direction and everyone continues the conversation without any break or glance in your direction, exit immediately with excuse me. The Techniques Introduce yourself to tablemates - Go around the table to introduce yourself before taking a seat - Choose a seat on the opposite side of the person(s) you ve just met, leaving seats on either side of you vacant, to be filled by other arriving guests The Techniques Exit conversations politely - Avoid monopolizing people s time - Don t allow your time to be monopolized by others - Move on - Please excuse me, I ve enjoyed speaking with you. Sherwood LaValle Taylor staylor@atlantic.edu 12
The Dialogue The Dialogue Ask them about themselves - Please tell me about your business? - How did you get involved in it? - What challenges are you facing? - What are you looking for today? The Elevator Speech The Hook - Get their attention! The Deliverables - What do you specialize in? The Benefits - Create a statement covering the benefits of your service. Sherwood LaValle Taylor staylor@atlantic.edu 13
Post Networking Post Networking Networking does not stop when the event ends Don t be in a rush to leave Make sure you meet your goal! Thank the host and the event staff Post Networking Write notes on all business cards you receive - Hot, medium, cold Send thank you e-mails or hand written notes/cards Set up informational follow-up meetings for solid leads Sherwood LaValle Taylor staylor@atlantic.edu 14
Post Networking Follow-up with new acquaintances - The key to successful networking is to show you are interested in the people you meet - For the most impact, sending a personal handwritten note---by regular mail, within 24 to 48 hours---to every person you met and reconnected with at a networking opportunity is the best - Emailing and placing a telephone call is also appropriate Public Relations Objectives - Publicity Defining Public Relations Pitching Media Stories Print, Radio, TV Media Tools Media Management Sherwood LaValle Taylor staylor@atlantic.edu 15
Defining Public Relations What is Public Relations? Public Relations is about reputation a result of - What you do - What you say - What others say about you What is Public Relations? A discipline which looks after reputation with the aim of earning understanding and support, influencing opinion and behavior Involves responsibility and responsiveness in policy and information to the best interest of the organization and its publics Sherwood LaValle Taylor staylor@atlantic.edu 16
What is Public Relations? Public relations is the management function that identifies, establishes, and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends. The main roles of the media To inform To faciliate communication between citizens and governments To be a watch dog Your role Identify key audiences Develop specific messages Determine the nature of your news Sherwood LaValle Taylor staylor@atlantic.edu 17
Pitching Media Stories Pitching Media Stories Ask the important questions. Don t consider why the reporter would be interested? Rather, why would his/her readers/viewers be interested? Pitching Media Stories Localize the story. How does what you are doing affect students, residents, the community at large in Detroit? Be creative. Highlight the unusual or unexpected information. Sherwood LaValle Taylor staylor@atlantic.edu 18
Pitching Media Stories Link the story to a national trend or bigger story. - New nursing program how does it address the national nursing shortage? - Find partners to help elevate your visibility. Pitching Media Stories Understand the differences in traditional mediums and how those mediums are changing. In addition to securing traditional coverage, leverage interactive news put on the Web by radio, print and TV outlets to maximize exposure. Pitching Media Stories Be articulate, confident, compelling and clear. Making a pitch on the phone you have 20-30 seconds to seize the moment. Hit your mark the first time. Sherwood LaValle Taylor staylor@atlantic.edu 19
Pitching Media Stories Do your research. Call to find out who you need to speak to about your topic and update contact information. Media lists are a starting point; not an end point. Pitching Media Stories Don t take rejection personally; learn from it and explore alternate pitches. If the reporter shoots you down, ask what might make the story more compelling and see if you can find a connection. Pitching Media Stories Don t forget about news outlets not considered mainstream and tailor to their audiences. - Technical and trade journals. - You-Tube - Blogs - Web sites that focus on subjects related to the focus of your event - National media outlets if appropriate Sherwood LaValle Taylor staylor@atlantic.edu 20
Print, Radio, TV Print Daily newspapers are fundamentally different than smaller papers Reporter covering beat specific to your event focus Columnists reputed for taking an interest in your subject area Features department if appropriate Television Has limited live crews to do remote interviews. Deadline is usually 3 p.m. for 5 p.m. or 6 p.m. broadcast. Morning interviews 6 a.m. 7 a.m. are a good time slot for in-studio interviews on a topic that has high news value. News value is timeliness as a story and relevancy to people s lives. Sherwood LaValle Taylor staylor@atlantic.edu 21
Television TV reporters will rarely cover an event unless there is a celebrity factor or a topic with high news value. Best coverage - Tuesday Thursday - 11 or 11:30 a.m. event start Radio Lots of airtime to fill and thus an easier medium to secure coverage For talk stations pitch news desks as well as producers of specific talk show programs Can use interview alert to establish a faculty member/event participant as an expert on a particular topic of high news value Media Tools Sherwood LaValle Taylor staylor@atlantic.edu 22
Press Releases (News, Media) A press release is pseudo-news story, written in third person, that seeks to demonstrate to an editor or reporter the newsworthiness of a particular person, event, service or product Press releases are often sent alone, by e-mail, fax or snail mail. They can also be part of a full press kit, or may be accompanied by a pitch letter Notice of release, header, headline, city, state, date, body, close, contact information Four to six weeks before event Press Releases (News, Media) Press Releases (News, Media) Sherwood LaValle Taylor staylor@atlantic.edu 23
Invitation to Cover Date of invitation What (the title) When, Where Details Contact Send One week to two days before event Invitation to Cover Public Service Announcements (PSA) In the public interest All news and media contacts Who, what, where, when, why Similar format as press release Notice of release, header, headline, city, state, date, body, close, contact information Six to eight weeks before event Sherwood LaValle Taylor staylor@atlantic.edu 24
Media Management Dealing with Reporters and Interviewers It is dangerous to give off-the-record confidential insights because a journalist may not recall what was on and what was off the record. Tell journalists only what you are willing to have printed. - But they may still have their own interpretation and embellishments on what you say or don t say! Dealing with Reporters and Interviewers Always have an answer ready - But don t be so articulate that you virtually create your own questions and impose your own answers - This will only antagonize interviewers and invite prejudice Sherwood LaValle Taylor staylor@atlantic.edu 25
Dealing with Reporters and Interviewers You are the host. It s your office. They are your guests. Stay in command! Know your facts so that you can talk easily and confidently Do your homework Be articulate this shows confidence Be the king in your own castle Welcome journalists courteously Thank them for coming Networking and Publicity Marketing Strategies Generate awareness Enhance program image Communicate the positioning statement Create and improve relationships with decision makers Sherwood LaValle Taylor staylor@atlantic.edu 26
Marketing Strategies Consistency Credibility Retention Repetition Using Networking and Publicity as Marketing Tools Sherwood LaValle Taylor Atlantic Cape Community College Sherwood LaValle Taylor staylor@atlantic.edu 27
The Hook - Get their attention! The Deliverables - What do you specialize in? The Benefits - Create a statement covering the benefits of your service. Sherwood LaValle Taylor Atlantic Cape Community College
What does your organization do? 3 items Who do you serve? - 3 items How you make their lives better Appeal to emotion Sherwood LaValle Taylor Atlantic Cape Community College
Action Plan If you hear any good ideas or ways of performing a task a better way, this is the spot for you to write them down. It has been found that if new ideas aren't used within 24 hours, they are generally forgotten. When you get back to work put this sheet in a prominent place and make sure that you try all of the things that you have made note of. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. Sherwood LaValle Taylor Atlantic Cape Community College