How to build a media strategy, increase your publicity and (maybe) get on the cover of Lawn & Landscape magazine

1. How to build a media strategy, increase your publicity and
(maybe) get on the cover of Lawn & Landscape magazine.
Chuck Bowen :: Editor and Associate Publisher

3.  Ohio University journalism school
 Local dailies (Lebanon Reporter, Lafayette Journal-Courier, Medina Gazette)
 Freelance (Associated Press, Indianapolis Star, Cleveland Magazine)
 B2B (PCT, Lawn & Landscape)

4.  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.)

5.  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?

6.  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)

7.  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

8.  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

9.  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

10.  Chuck Bowen
 cbowen@gie.net
 216-393-0227
 Use our form!