Two-hour workshop for Chicago Cabaret Professionals group of singers seeking to improve their communications strategy and planning, pitching, press release writing, and giving good email.
9. Crafting an elevator speechWho we are, in less than 2 minutes 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.
12. 3. Pitch “Do youhave aminute for meto pitch youa story?”
13. 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
14. 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
15. 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
16. 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
17. 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)
18. 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
19. 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
24. 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
26. Thank you! Get found online! Add your group to our directory at www.communitymediaworkshop.org And fan us on Facebook! www.facebook.com/ communitymediaworkshop
Notas do Editor
Where did that communications plan go? Tell the story about the communications strategy planning workshopReview the Strategic approaches for dealing with
Plan for 6 months plus
Imagine your audience and what they will askRoleplay, rehearse, build up to the most important news outletsList!Release!
