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Post on 05-Dec-2014
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Maximizing Publicity, Minimizing Cost
Presented By…
Michael HartSpeaker – Author – Talk Radio Host – Shameless Publicity
Hound
Business People Listen When… Michael Hart Speaks
Exploit the media’s insatiable appetite for information to get free publicity for any
product, service, company or cause!
The Changing Media30 + Years ago most towns had 3 TV stations, 30 + Years ago most towns had 3 TV stations,
1 newspaper and a few radio stations.1 newspaper and a few radio stations.
20 + Years ago Cable new channels were beginning 20 + Years ago Cable new channels were beginning to capture the news marketto capture the news market
10 + Years ago the internet was born10 + Years ago the internet was born
Today we have over 1500 TV stations – 500 Major Today we have over 1500 TV stations – 500 Major Newspapers 1000 Satellite radio channels- 22,000 trade Newspapers 1000 Satellite radio channels- 22,000 trade
publications – 4000 Internet News Portals - 100,000 publications – 4000 Internet News Portals - 100,000 active Blogs/Vlogs active Blogs/Vlogs
25,000 podcasts - 2 million electronic Magazines25,000 podcasts - 2 million electronic Magazines7 million private publications 7 million private publications
Business People Listen When… Michael Hart Speaks
It’s Hungry Too!
These new sources of information and These new sources of information and news have created more opportunities news have created more opportunities
than ever before! than ever before!
The new - Media has developed The new - Media has developed an insatiable appetite for information!an insatiable appetite for information!
That may be good news for us but…That may be good news for us but…
Business People Listen When… Michael Hart Speaks
It’s Gettin’ Ugly Out There
At no time in history has the media At no time in history has the media
industry been so competitive industry been so competitive
Winning the attention of consumers Winning the attention of consumers
is getting tougher and is becoming is getting tougher and is becoming
more important every daymore important every day
Business People Listen When… Michael Hart Speaks
“Where’s Everybody Gone?”
Traditional print and broadcast Traditional print and broadcast media audiences are shrinkingmedia audiences are shrinking
The young buck internet is stealing The young buck internet is stealing market share – daily!market share – daily!
But the old guard is fightin’ backBut the old guard is fightin’ back
Business People Listen When… Michael Hart Speaks
The Herd is Thinning
But while the media has been slugging it But while the media has been slugging it out in the war for eyes and ears …out in the war for eyes and ears …
Business People Listen When… Michael Hart Speaks
The Herd is Thinning
But while the media has been slugging it But while the media has been slugging it out in the war for eyes and ears…out in the war for eyes and ears…
……consumers have become much more consumers have become much more selective about the type of content selective about the type of content
they’re paying for – and paying they’re paying for – and paying attention to!attention to!
Business People Listen When… Michael Hart Speaks
You Talking to Me?
People have lost interest in accounts of People have lost interest in accounts of the days events and topical feature the days events and topical feature
story reportingstory reporting
Give me “News I can Use” Give me “News I can Use”
How does the story affect me, my family?How does the story affect me, my family?
plus it better…plus it better… Business People Listen When… Michael Hart Speaks
Dazzle Me!
Reporters are no longer in the news Reporters are no longer in the news business – they’re in the entertainment business – they’re in the entertainment
business.business.
Other media is not the only competitionOther media is not the only competition
Few people have “idle time”Few people have “idle time”
Business People Listen When… Michael Hart Speaks
“You Complete Me”More than ever reporters and writers are More than ever reporters and writers are depending on their sources to help them depending on their sources to help them
develop provocative story ideas develop provocative story ideas
They’re screaming, “help me help you”They’re screaming, “help me help you”
Help them win the war of attention and Help them win the war of attention and you will be richly rewardedyou will be richly rewarded
… …a case a case study study
Business People Listen When… Michael Hart Speaks
“I thought I had Mono once”
A poorly thought out campaignA poorly thought out campaign(Okay so it’s my poorly thought out campaign)(Okay so it’s my poorly thought out campaign)
““Life Saver Pool Fence Life Saver Pool Fence
Comes to Alabama”Comes to Alabama”
Who could care less? Who could care less?
Business People Listen When… Michael Hart Speaks
Who’s killing the children?
New HeadlineNew Headline
““Is a child killer lurking Is a child killer lurking
in your backyard?”in your backyard?” Eleven children will die needlessly by Eleven children will die needlessly by
Labor DayLabor Day
Business People Listen When… Michael Hart Speaks
Earn Baby Earn! This story title was compelling enough to This story title was compelling enough to
““earnearn” the reporters attention!” the reporters attention!
Not everyone owns a pool Not everyone owns a pool
But most people either have, know, But most people either have, know,
or once were a childor once were a child
Story was about saving kids fromStory was about saving kids from
drowning not about a fencedrowning not about a fence
Business People Listen When… Michael Hart Speaks
“Oh the Humanity”
Compelling does not have to mean Compelling does not have to mean tragic, shocking, weird or lewdtragic, shocking, weird or lewd
No one cares what your product No one cares what your product does…does…
Every product, service, company or Every product, service, company or cause has a “story” to tellcause has a “story” to tell
Business People Listen When… Michael Hart Speaks
“Hey Buddy wanna buy a watch?
Reporters/Producers need more. Reporters/Producers need more. They no longer simply report news They no longer simply report news
– they produce content!– they produce content!
Unconventional topics, trends, Unconventional topics, trends, opposing views, behind the scenes opposing views, behind the scenes
scoops, information packed story scoops, information packed story ideas, off the wall perspectives and ideas, off the wall perspectives and
controversial opinionscontroversial opinions Business People Listen When… Michael Hart Speaks
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Media Bling?
Consumers are in love with flashConsumers are in love with flash
Reporters and writers are listening Reporters and writers are listening
Video – audio – graphics Video – audio – graphics and links to support docsand links to support docs
Make it scream – “Look at Me”Make it scream – “Look at Me”
Business People Listen When… Michael Hart Speaks
To Maximize Your Publicity
Publicity is no longer limited Publicity is no longer limited to traditional media outletsto traditional media outlets
““Orphan Media”Orphan Media”
Blogs – Ezines Blogs – Ezines You Tube – Google VideoYou Tube – Google Video
Ws.Radio – Blogspot Radio – Social SitesWs.Radio – Blogspot Radio – Social SitesNews Readers – Article Submission sitesNews Readers – Article Submission sites
Business People Listen When… Michael Hart Speaks
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Maximize More!
Self SyndicationSelf Syndication
Submit stories – releases and articles that Submit stories – releases and articles that are keyword rich. Even if it’s not picked are keyword rich. Even if it’s not picked up you can always upload to Blogs and up you can always upload to Blogs and
Web sitesWeb sites
The Power of GOOGLEThe Power of GOOGLE
Business People Listen When… Michael Hart Speaks
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…and Minimize Cost
News stories posted on the web are News stories posted on the web are more effective in terms of SEOmore effective in terms of SEO
-Links from news sites--Links from news sites-
Inventoried news stories reachInventoried news stories reach
Blogs are particularly starvedBlogs are particularly starved
Business People Listen When… Michael Hart Speaks
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Minimize More!
Use of News Wires by both Use of News Wires by both reporters and sourcesreporters and sources
Online expert databases/ProfnetOnline expert databases/Profnet
Craig’s List – Social Site GroupsCraig’s List – Social Site Groups
Be EverywhereBe Everywhere
Business People Listen When… Michael Hart Speaks
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Epilogue
It’s no longer enough to be a source It’s no longer enough to be a source
You must be a RESOURCEYou must be a RESOURCE
Help the outlets produce contentHelp the outlets produce content
Embrace the new media outletsEmbrace the new media outlets
They’re here to stayThey’re here to stay
Business People Listen When… Michael Hart Speaks
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Epilogue Squared
I’m here to help…I’m here to help…
You can reach me at 205.362.6419You can reach me at 205.362.6419
Or for more informationOr for more informationwww.MichaelHartSpeaks.com
Michael@MichaelHartSpeaks.com
Thank you and many thanks to PR Thank you and many thanks to PR NewswireNewswire
Business People Listen When… Michael Hart Speaks
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