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Posts Tagged ‘Anthony Mora’

Launching a Successful PR TV campaign

Put Structure to your Marketing

Synopsis: To launch a successful TV PR campaign, you need to think like a TV producer.   Meet their needs and they will meet yours.

A TV-oriented public relations campaign has three primary components, you need to create a compelling visually-oriented story, be able to pitch it effectively and know who to pitch it to.   Most people think they know which story or pitch will work for them, but they’re generally wrong.  The story about why your product or service is so good usually misses the mark because it’s not a story that meets the media’s needs, or connects with your target audience.  You need to think like your customer thinks, more importantly, you need to think like a TV producer.  You have to think backwards.  What does your local TV news program, the Today Show or Oprah need?  Study them.  Make notes.  Now give them a visually-oriented pitch that fills that need.  Think in terms of personal stories, anecdotal stories that others can relate to, and talk in a language that the journalist you’re pitching will understand.  When pitching a TV show, think visually, what can you offer that has a visual component.  What can you come up with that would give them a compelling TV segment?

For example, we represented an acupuncturist who specialized in acupuncture facelifts.  TV producers loved this segment idea.  It wasn’t a surgical procedure, so it wasn’t going to be too graphic, they could interview the acupuncturist, the patient, show a bit of the procedure in process and then show some after shots.   It was visual, different, and had to do with health and beauty and offered them a good hook.  We represented a fitness trainer who stared in a how-to fitness video; the pitch there was summer fitness tips.  She could bring a client with her and show different at-home, quick, and easy exercises.  This proposed segment reached a large target market, was easy to shoot and offered an interesting visual component.

So to launch an effective TV-oriented PR or media relations campaign, keep your message in mind, but think in terms of meeting the media’s needs.  Be concise, be clear, keep it interesting and never ever forget that TV is a visual medium.

www.anthonymora.com

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This post was submitted by Anthony Mora.

Be the first to comment - What do you think?  Posted by Anthony Mora - March 10, 2009 at 8:04 am

Categories: Grand Opening Marketing, Public Relations   Tags: , , ,

Recession-Proof PR

Hard economic times are, ironically, the best times to aggressively launch a PR campaign. When times are challenging, often one of the first decisions a business owner will make is put a halt to any and all marketing; where in reality, the most important time to market a service or a business is precisely during those slow periods. The Chinese symbol for danger is also the symbol for opportunity. If you’re smart, you’ll focus on the opportunity aspect. Think about it, when the economy is slow you, more than ever, want to reach your target market and separate yourself from the competition. Most business owners and entrepreneurs react in the typical knee- jerk way by climbing into their shell and waiting for business to improve. So these times offer even greater opportunities; while you competitors are in hiding, get yourself out there. Be creative. Think of ways to use the recession, or economic downturn as a part of your pitch. If you’re targeting the high-end market, focus on the most expensive product or service you offer. Go against the flow and offer the media a different type of story. If you’re targeting consumers that are being impacted by the economic downturn, come up with a unique cost-saving offer or market an unusual product or service. Each business will need a different approach, but keep in mind that doing nothing PR-wise during economic tough times, will result in just that – nothing.

For further information visit:
www.AnthonyMora.com

Subscribe to GrandOpeningHelp.com and keep getting tips and ideas on how to have a successful grand opening.

This post was submitted by Anthony Mora.

Be the first to comment - What do you think?  Posted by Anthony Mora - March 4, 2009 at 2:47 pm

Categories: Grand Opening Crowd, Public Relations, Recession PR   Tags: ,

Public Relations’ Bad PR

Synopsis: Public relations has bad PR. It is known for its fluff and hype, for the sleight-of-hand work, and, whereas, all of that exists, the glitter and flash isn’t what makes for an effective campaign. What makes media placement effective is that it tells a story, it educates, it gives the public information on a particular topic or field that they otherwise wouldn’t have access to.

When placing stories in the media, you want to highlight you product or service, but you also have an equally important second objective. You want to educate. I don’t think that I can emphasize this point strongly enough. Public Relations has bad PR. It is known for its fluff and hype, for the sleight-of-hand work, and, whereas, all of that exists, the glitter and flash isn’t what makes for an effective campaign. What makes media placement effective is that it tells a story, it educates, it gives the public information on a particular topic or field that they otherwise wouldn’t have access to. Let’s look at a couple of examples.

We represented a physician who was working on a new cancer drug and was in the midst of clinical tests. The first series had been quite promising. He was looking for patients with a certain type of cancer who were interested in participating in the study. He received hundreds of calls after a local TV interview ran, from people wanting to find out more information. These people would have never been aware of the study, and their opportunity to participate in it, if it had not been for the interview they saw. How about a couple of examples that are not quite so serious?

A skin care expert who has created her own make-up line, appeared on a TV segment teaching consumers how to buy cosmetics for less. The piece explained how to read and understand labels and how to shop for quality, yet inexpensive products. She was presented as an expert, her products were highlighted, and the public learned new information.

The President and CEO of an Internet company who specialized in B to B solutions, was interviewed in a national publication on the changing face of the Internet. He was able to discuss his company and the solutions it offered, establish himself as an expert in his field, and educate the public.

All of these pieces highlighted and focused on the client’s company, but they also educated. By watching the programs or reading the articles, the public learned new information. The pieces were informative and (hopefully) added to the quality of the viewers’ or readers’ lives. Done correctly, it educates, instructs, entertains, and whets the public’s appetite to know more. On the marketing end, it also stimulates your target audience to make an appointment, purchase a product, or to visit a store. But the bottom line comes down to presenting yourself as an expert, an educator, as someone whom both the media and the public turn to for information and advice, you are communicating with and educating the public.

For further information visit:
www.AnthonyMora.com

Subscribe to GrandOpeningHelp.com and keep getting tips and ideas on how to have a successful grand opening.

This post was submitted by Anthony Mora.

Be the first to comment - What do you think?  Posted by Anthony Mora - February 26, 2009 at 12:25 pm

Categories: Grand Opening Marketing, Grand Opening PR   Tags: , ,

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