Transforming PR Presentations
•Télécharger en tant que KEY, PDF•
3 j'aime•1,125 vues
This presentation summarizes strategies for working effectively with news media. It discusses what constitutes news and who the various media players are. It provides tips for preparing for and conducting interviews, including having sound bites prepared and keeping responses brief, positive and professional. The presentation recommends having a crisis communications plan and using social media responsibly. It promotes a follow up seminar for more in-depth strategies and hands-on practice.
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (20)
En vedette
Similaire à Transforming PR Presentations
Similaire à Transforming PR Presentations (20)
Plus de Al Bonner
Plus de Al Bonner (11)
Dernier
Dernier (20)
Transforming PR Presentations
- 1. New Design from Presentation Transformations
- 2. This is the re-designed version of Alex Greenwood’s PR training presentation. Please see the original version of this presentation titled: Alex Greenwood, Original Design. Available on Slideshare
- 3. This presentation was designed for a group training session and does not contain Alex Greenwood’s narration.
- 4. Comments about this design... “Al really understands that getting your message across in presentations starts with using tools like Keynote or PowerPoint creatively and properly. He took my clunky Keynote presentation and smoothed out the rough transitions, fonts and multimedia elements. His expertise transformed it into a consistent, creative presentation that will help me focus on sharing information rather than fooling with a gimmicky, clunky slide show. I appreciated his laid back and collaborative approach. I recommend Al and Presentation Transformations to even the most seasoned presentation veteran.” -Alex Greenwood
- 6. Into Triumph
- 7. Strategies for working with the news media.
- 9. 20 Years of experience in news media, public relations and marketing.
- 12. VP of Public Affairs
- 14. M ed ia Tr ain ing
- 15. c hw rit ing Sp ee
- 16. Cr isis nic atio ns Com mu
- 17. Public relations is a profession that ethically identifies, develops and creates strategies to communicate the key messages of the client.
- 18. P.R. is not...
- 19. Propaganda
- 20. Advertising
- 21. Marketing
- 23. Writers/Editors
- 24. Spokespersons
- 25. Speechwriters
- 28. Media Relations
- 29. ? Who are these Media people and what do they want, anyway?
- 30. What is News ?
- 31. Timely and relevant information
- 32. Often contains conflict and drama
- 33. Consists of notable or unusual happenings
- 34. scoop scoopScoop scoop scoop scoop scoop scoop scoop SCOOP scoop scoop scoop Scoop scoop scoop op op op scoopscoop scoop op scoop scoop SCOOP SCOOP SCOO scoop sco
- 35. Is of general interest to a particular audience
- 36. The News Media
- 37. Newspapers
- 38. Local
- 43. 200,000,000
- 44. Podcasts
- 46. Inform
- 47. Compelling story
- 48. Sell publication or story
- 49. Act as a catalyst for change.
- 50. Make History.
- 51. Bring consumers and producers together
- 52. Reporters Rogues Gallery There are lots of different kinds of reporters
- 54. The Basics about who the media are and how you can get the best results through interaction with reporters, editors, bloggers and other news gatherers.
- 55. ? What do they want?
- 56. Content is...
- 58. They need to sell papers.
- 59. Text Website impressions and unique visitors
- 60. Truth Facts Truth is subjective, sadly so are facts in some cases these days.
- 61. Opportunity Has a (Secret) Knock.
- 62. The secret is... Most people see the news media as something to be feared or tolerated, not as a golden opportunity.
- 63. Look good, sound good... ...and never let’em see you sweat.
- 64. The Scenario
- 65. You’ve been asked by your local newspaper to give an interview at your office about your company’s new service.
- 67. Advertising = Awareness Good P.R. = Credibility
- 68. Be Prepared
- 70. They want to interview you about your last sustainability project.
- 71. Action Steps before the interview
- 72. Hold your horses! Ask if the reporter is on deadline
- 73. Take time to prep with your PR person or project team.
- 74. Brainstorm
- 75. 3 KEY POINTS
- 76. Anticipated and ones you hope to get.
- 77. Make your answers into good sound bites.
- 78. ? What is a sound bite?
- 79. Sounds bites are clear, concise, conversational, catchy sentences that a reporter can quote.
- 80. If they’re good, they can shape the entire story.
- 81. Prepare 3 good sound bites.
- 82. Hallmarks of a Good Bite.
- 83. Sizzle, not
- 84. Sizzle, not It’s his joke, not mine.
- 85. Humor is good... Use Caution
- 86. Absolutes, action words and analogies are absolutely good ideas.
- 87. cliches
- 88. “I know you are, but what am I.”
- 89. Keep the hyperbole to a minimum.
- 90. The Three P’s Presentable. Positive. Professional.
- 91. Quick Tips for phone interviews
- 92. ints and B ulle t po oun db ites S AD --don’t RE Use them th em. into your lend them B ersa tion. conv
- 93. Stand up
- 95. Be Presentable
- 96. Look your best!
- 97. Make the interview site presentable
- 98. Be Positive Upbeat Pleasant Positive
- 99. Be Professional
- 100. The reporter has a job to do, so do you.
- 101. “Off the record”
- 102. Brevity is the mother of great coverage.
- 103. Sound bites
- 104. Wrapping up the interview
- 105. A brief interview is a good thing.
- 106. “Is there anything I forgot to ask?”
- 108. A few No-No’s...
- 110. Don’t assume it’s over until you’re out of the room.
- 114. ’t P a n ic D o n
- 115. Stay Calm
- 116. Crisis Com Have a crisis communications strategy for your company and any high profile project.
- 117. Crisis Com Have a crisis communications strategy for your company and any high profile project.
- 118. Be honest
- 119. Be yourself
- 122. Social Media is a conversation. If you aren’t listening and responding, you are just broadcasting.
- 123. Time to Go The Media Seeks Content An Interview is an Opportunity. Be Positive, Professional and Presentable. Be Prepared, too. Sound bites help you control the story
- 124. Time to Go Say thanks. Be yourself in a crisis-- your calm, honest self. Use your power for good, not evil in social media. There’s more...
- 125. Beyond the Basics Seminar Goes in-depth with strategies, tips and actual hands-on practice.
- 126. Visit our website for more details about our services.
- 127. Questions?
- 128. For a PDF of this presentation, please email us: Alex@AlexGPR.com Sign up for our PR Tips Newsletter and Read our AlexanderG Whiz Blog at: www.AlexGPR.com
Notes de l'éditeur
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- 20 Years Experience in News Media, Public Relations & Marketing\n Former Newspaper Reporter & Editor\n Former Radio Talk Show Host\n Former Vice President of Public Affairs for Kansas City Public Television\n
- 20 Years Experience in News Media, Public Relations & Marketing\n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- Public relations is a profession that ethically identifies, develops and creates strategies to communicate the key messages of the client.\n
- Propaganda\n Advertising\n Marketing\n
- \n
- \n
- \n
- Writers/Editors\n Spokespersons\n Speechwriters\n Strategic Planners\n Media Relations Experts\n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- News is timely and relevant info\n Often contains conflict and drama\n Consists of notable/unusual happenings \n Is of general interest to a particular audience\n A scoop\n
- \n
- \n
- \n
- \n
- \n
- Newspapers\n Magazines\n Trade Publications\n Local Television News\n National Television News\n Radio News/Talk shows\n Online News Website\n Web Blogs -- Blogs\n Podcasts\n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- \n
- Inform their audience\n Create a compelling story\n Sell publication/story\n Act as a catlyst for change\n Write first draft of history\n Bring together consumers and producers\n
- inform their audience\n
- Create a compelling story\n
- Create a compelling story\n
- Create a compelling story\n
- write a first draft of history\n
- Create a compelling story\n
- I cover all aspects of the media in my half-day seminar. I call it the Full Monty. Don’t worry, tho I bathe regularly, the clothes stay on.\n
- \n
- I cover all aspects of the media in my half-day seminar. I call it the Full Monty. Don’t worry, tho I bathe regularly, the clothes stay on.\n
- Content (is king)\n Ratings\n Circulation\n Hits/Visitors\n Truth/Facts\n
- \n
- \n
- \n
- Impressions and unique visitors\n
- \n
- \n
- \n
- \n
- \n
- I cover TV interviews, radio, etc. in the Full Monty.\n
- \n
- Some may say that “Marketing pays for placement, PR positions for placement.”\n
- \n
- Ask the reporter what their “angle” is for the story. \n
- \n
- Hold your horses.\n Prep with your PR person or project team.\n Brainstorm.\n Identify THREE key message points.\n Questions anticipated.\n Questions you hope to get.\n
- Hold your horses\n
- \n
- Brainstorm\n
- Identify 3 Key message points\n
- Also ask if they are on deadline. If they are 10 minutes from deadline, you still need time to prepare, so tell them you will call back in 5. Don’t get caught off guard.\nKey message points should be clear, strong and positive. Work them into every answer to every question possible. Use everyday words. NO LINGO. Even if the reporter seems to understand what your jargon/lingo is, their audience probably doesn’t. Exception: trade publications.\n
- Also ask if they are on deadline. If they are 10 minutes from deadline, you still need time to prepare, so tell them you will call back in 5. Don’t get caught off guard.\nKey message points should be clear, strong and positive. Work them into every answer to every question possible. Use everyday words. NO LINGO. Even if the reporter seems to understand what your jargon/lingo is, their audience probably doesn’t. Exception: trade publications.\n
- \n
- \n
- \nInterviews are like a dance someone has to lead” “Do you have any questions for my answers?” Using examples analogous to everyday life is very effective. Ask yourself...if you were reading this story what would you say that would answer “What’s in it for me?” Find ways to bridge the reporter’s question back to one of your three key messages. Example: “Do you believe sustainable architecture is worth the financial costs?” You could answer” “The real issue, Dave, is quality of life. Sustainability for people like the folks in Greensboro is more than just rebuilding their town, it’s about giving them a community worth of their will to rebuild. You can’t put a price on that.”\n
- Reagan’s humor worked because it was self-deprecative, and funny. Mondale also had a good one about Reagan’s economic plan he lifted from a popular Wendy’s commercial: “Where’s the Beef?”\n
- Sizzle, not steak.\n Humor is good, but be careful.\n Absolutes, action words and analogies are absolutely good ideas. \n If the cliche’ ain’t broke... \n Keep the hyperbole to a minimum. \nThey already have the facts, usually. They look to you for the human factor. \nAnalogies: “Men are like buses, there’s always another one coming along.” or “Life is like a box of chocolates.”\nCliche’s work-- “If it sounds too good to be true, it probably is.” \nAction words: destroy, decimated, accelerating, swatting, etc. Use only when it truly enhances your key points. \nAbsolutes work: “Read my lips, no new taxes!” \n“Go ahead, make my day,”\nWatch out for exaggerations. “80,000 people here at Riverfest!”\nAlso remember--the closing thing you will get to controlling an interview is having good information and juicy soundbites. I have been in situations where a good soundbite has changed the tenor of an interview. Nurisng home--”We are terribly worried about him and appreciate you helping us get the word out to the public so they may help us find him.”\n
- \n
- \n
- Humor is good, but be careful\n
- \n
- \n
- If the cliche’ ain’t broke... \n
- \n
- The other ‘P’ was Prepared, as in Be Prepared, remember?\n
- Have your key message bullet points and sound bites taped up where you can see them. Use them--don’t READ them, but blend them into your conversation.\n Stand up. Your energy will be higher, your voice brighter and stronger.\n Smile. Smiling on the phone conveys warmth, confidence and can bring tension down between you and the reporter. \n
- Have your key message bullet points and sound bites taped up where you can see them. \n
- Stand up. Your energy will be higher, your voice brighter and stronger.\n\n
- Smiling on the phone conveys warmth, confidence and can bring tension down between you and the reporter. \n
- Now back to our newspaper interview...\nLook your best. That includes personal hygiene and grooming.\nMake the interview site is presentable with few distractions.\n
- Personal grooming: nose hairs and dandruff, oh my.\n\n
- A dirty office is a distraction. Unruly people nearby is also a bad distraction.\n\n
- It’s tougher to write bad things about nice people.\n
- The reporter has a job to do, and so do you.\n Avoid “off the record” remarks.\n Brevity is the mother of great coverage.\n Get those sound bites in!\n
- \n
- Avoid “off the record” remarks.\n\n
- \n
- \n
- A brief interview is a good thing.\nWatch out for the “Is there anything I forgot to ask?” ask.\nShort-sheet the reporter. \n
- \n\n
- \n\n
- \n\n
- Don’t ask the reporter if you can approve the story before it is published.\nDon’t assume that because you’re walking to the door, the interview is over. \nJimmy Carter made this mistake--PLAYBOY INTERVIEW: In an interview published in the November 1976 issue of Playboy magazine, then-Governor Carter talked about the role of religion in his life. It was the last of several interviews, and as he walked the reporter to the door he said:\n" I try not to commit a deliberate sin. I recognize that I'm going to do it anyhow, because I'm human and I'm tempted. And Christ set some almost impossible standards for us. Christ said, 'I tell you that anyone who looks on a woman with lust has in his heart already committed adultery.'\n"I've looked on a lot of women with lust. I've committed adultery in my heart many times. This is something that God recognizes I will do--and I have done it--and God forgives me for it."\nHe went down 17 points in the polls.\n
- \n
- \n
- \n
- Never threaten. Call the reporter first. Editors are reasonable when you are.\n\n
- \n
- \n
- \n
- Be prepared--have a crisis communications strategy for your company and high profile projects.\nBe as honest as possible.\nBe as calm as possible.\nBe yourself. Let your corporate culture be reflected in your response. I have a blog post or two on AlexGPR.com on this.\n
- \n
- \n
- BNIM is moving in the right direction--but are you engaging enough?\n
- \n
- \n
- \n
- \n
- If you want to learn more, including in-depth scenarios and training...you’ll want The Full Monty. It’s a great movie, too.\n
- \n
- \n
- \n