Position Your Business For Free Media Publicity
The amount of free publicity Vistage members can get for their companies through the news media is usually way bigger than they realize. And the value of this free publicity – which has far more credibility than paid-for advertising – is also much larger than they normally imagine.
This workshop shows members the key elements to getting this free publicity and raising their company’s profile and value as a result. To achieve this, Michael Dodd draws on his experience as a journalist on local newspapers, a foreign correspondent, a business reporter, a political interviewer, a programme presenter and as a newspaper reviewer on Sky News and the BBC.
Members will understand why the media often go back to the same news-makers, like Sir Richard Branson, time after time. The starting point for helping Vistage members get the business publicity they deserve is for them to understand what makes news…
If a bunch of dog-owning celebrities taught their pets to ride skateboards, then raided a pet-food company deploying the skateboarding dogs to escape with the produce, it would make big news. But lots of other stories – many about businesses – also become news.
“Position Your Business For Free Media Publicity – By Understanding Skateboarding Dogs” helps members understand why these stories make it – and why so many other happenings are ignored by the media.
It shows members how they, too, can boost their own and their company’s profile – in their local media, in the trade press, on-line and potentially in the national and international media beyond. Knowing this enables members to leave with a plan for attracting positive publicity for newsworthy things their business is doing – and could potentially do in the future.
- Members get the opportunity to boost their company’s media coverage by understanding how journalists think.
- When they know this, they’re better placed to give journalists what they need in a form that’s most likely to be utilized.
- Members can use this understanding to spot what’s positively newsworthy in their business and take appropriate steps to maximize the attention it receives.
Objectives of the Session:
After this workshop, members will be able to:
- Identify what their businesses are doing that can potentially get them free news coverage
- Position aspects of their business so they can attract positive media attention in the future
- Guide their team to pitch and present news about their business in the way that maximizes media interest
- Understand how their company can structure press releases, set up photo opportunities and generate its own newsworthy material to earn greater prominence
- Further capitalize on the free news coverage they gain by spreading it more widely on social media.
Value and Takeaway Tools:
- Being able to identify the factors which make something newsworthy in a particular region or a particular sector at a particular time
- Providing easy-to-complete worksheets which can enable members and their teams to present news to the media in a way that maximizes their desire to cover it
- Skills in pitching news tips directly to newsrooms and editors in a way that inspires interest
- Understanding the factors which make an effective news picture and photo opportunity that can increase the amount of coverage and emotional impact of a story
- Knowing the steps to take to become a “go to” person for the media in their industry and their area of expertise
- Guidance on how to prepare for media interviews which accompany a successful publicity drive.
Here’s what the former Head of Corporate Marketing for UK Trade and Investment, Brian Underwood, says about the global impact of Michael’s sessions.
“Michael Dodd has worked with our people around the world in countries as diverse as Brazil, Russia, China, Japan and over 30 other markets throughout Europe, South America, The Middle East and Asia, helping our commercial teams, diplomats, marketing managers and key spokespeople to capitalise on opportunities for getting their messages across through the news media. His unique, practical style of master class is not only fun and highly regarded by all who have attended, but furthermore has helped us to realize genuine, measurable benefits following his support. Particular examples include his interactive sessions with our embassy team in Beijing, and our Asia-Pacific marketing staff attending our conference at the High Commission in Singapore. I have no hesitation in commending the outstanding work that Michael has delivered for our organisation.”
Actions members are expected to make when applying the takeaway tools to the real world:
- Members leave this master class being able to identify what it is about their companies’ activities and themselves as business leaders in which the media could potentially take an interest.
- They take away initial plans to put this into action to project their current and future newsworthy activities in a way that maximizes their attractiveness to the media.
- Members will see why that news magnets like Sir Richard Branson don’t just get publicity for their business activities through luck.
- They’ll be equipped with the potential to shine out in the media and project themselves and their companies in a way that journalists can be enticed to come back to them as a news source time and again.
- This session enables the businesses of your members to get the publicity they deserve – week after week, year after year.