L.A.I. COMMUNICATIONS New York * Ohio

PR IN A WIRED WORLD -GETTING THE RIGHT COVERAGE FOR YOUR ORGANIZATION- PRESENTED BY- Tyrha M. Lindsey Worldwide President & CEO L.A.I. Communications

L.A.I. COMMUNICATIONS New York * Ohio PR IN A WIRED WORLD -GETTING THE RIGHT COVERAGE FOR YOUR ORGANIZATION- SEMINAR OBJECTIVES I. Assist participants in understanding how PR can support your “brand.” II. Assist participants in understanding the characteristics of multicultural media outlets {good/bad/ugly} III. Assist participants with understanding the 7 ways to “touch” or reach a consumer from a public relations perspective. IV. Assist participants in understanding that “time is your friend” in PR. (Don’t wait til the last minute.) V. Diversity your PR efforts. Balance mainstream vs. grassroots vs. social networking. VI. Consumer as “Critic”- Good vs. Bad? VII. Seminar Resources 5

L.A.I. COMMUNICATIONS New York * Ohio KNOW YOUR BRAND AND ITS “ESSENCE” PRIMARY MESSAGES/ OBJECTIVES Who are you? What do you do? What are your goals and objectives? Why do you do it? SECONDARY MESSAGES/ OBJECTIVES Who are your spokespersons? What is the photo op? Who are your target media? Who are not your target media but you want their audience who buys an arts ticket?

L.A.I. COMMUNICATIONS New York * Ohio 7 WAYS TO “TOUCH” YOUR AUDIENCE* 1. Television 2. Radio 3. Social Networking 4. Community Events 5. Internet ( + your website & e-blasts) 6. Print 7. Word of Mouth *From Procter & Gamble’s “7 Ways to Reach a Consumer”

L.A.I. COMMUNICATIONS New York * Ohio CHARACTERISTICS OF MAINSTREAM VS. GRASSROOTS MEDIA Mainstream Media Professional Organized Connected Impactful Powerful “third party endorser” Editorial and publishing don’t mix Can be costly Grassroots Media Professional, Not always organized Connected Impactful Powerful “third party endorser” Strengthens word of mouth Editorial and publishing will mix Affordable

L.A.I. COMMUNICATIONS New York * Ohio OPPORTUNITY COSTS OF PR EFFORTS If you bought it, it would cost- Full page color ad Banner ads on up to 10 websites Radio package of up to 50 spots during morning/-mid- day/evening dayparts TOTAL-est. $60,000 REACH- Millions of impressions If you pitched it, it is free coverage- Full page feature article with photo(s) Distribution of lead press release 10 Radio ticket/ branded gift giveaways with an interview TOTAL- FREE (just internal costs) REACH- SAME (if not higher quality)

L.A.I. COMMUNICATIONS New York * Ohio DIVERSIFY PR EFFORTS WITH MULTIPLE RELEASES Maximize all PR angles for- General Market press Lifestyle press Business press Targeted press (women, health, etc…) Multicultural

L.A.I. COMMUNICATIONS New York * Ohio CASE STUDY: “Learn To Cook Soul Food The New Soul Food Way” (PR Campaign for the National Office of the American Diabetes Association) PR OBJECTIVES I. Inform consumers & media of soul food cookbook series II. Generate buzz and build awareness of soul food cookbook series III. Sell cookbooks IV. Maximize grassroots media and outreach 5

L.A.I. COMMUNICATIONS New York * Ohio CASE STUDY: “Learn To Cook Soul Food The New Soul Food Way” WHAT WE DID I. Budget: $15k for 10 weeks I. Spent $$$ on- I.Consultant II.Booth at National Urban League Convention III.Blackprnews.com IV.Do more with less. II. Maximize PR outreach I. -Created multiple releases and pitches. II. -Launched soft launch with book tour in NYC, Boston, and Washington D.C. III. -Secured Ebony Magazine Feature, USA Today hit. IV. -Secured numerous radio interviews-mainstream, multicultural, internet radio. V. Secured TODAY show hit for National Diabetes Month. III. Maximize grassroots media and outreach I. -Collaborated with community groups/”ready-made events” for book tour. II. -Created multicultural release 5

L.A.I. COMMUNICATIONS New York * Ohio GROUP EXERCISE: YOUR TURN YOUR ASSIGNMENT: Develop press release headlines & sub-headlines for difference audiences- multicultural / business / women & lifestyle 5

PR IN A WIRED WORLD -GETTING THE RIGHT COVERAGE FOR YOUR ORGANIZATION- GROUP DISCUSSION “Consumer As Critic” Good or Bad?

L.A.I. COMMUNICATIONS New York * Ohio RESOURCES SEMINAR RESOURCES FOR MEDIA BUYING AND AUDIENCE DEMOGRAPHICS/BEHAVIORS I. II. III. BOOK: MARKETING METRIC: 50+ METRICS EVERY EVECUTIVE SHOULD MASTER by Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein IV. V. VI. Blackprnews.com VII. Hispanic News Wire VIII. BOOK: POWERFUL PRINCIPLES FOR PRESENTERS by Batt Johnson 5

PR IN A WIRED WORLD -GETTING THE RIGHT COVERAGE FOR YOUR ORGANIZATION- THANK YOU!!!

L.A.I. COMMUNICATIONS New York * Ohio