Get Noticed, strategy and pitching for Chicago Cabaret Professionals
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Transcript of Get Noticed, strategy and pitching for Chicago Cabaret Professionals
CMWho?
Communications35%
Executive Director, or other
staff32%
Board member/other
volunteer7%
Other26%
What do you do?
Turnout
Attendance at an event
Why we communicate
Awareness
Usually traces back to money
Advocacy
Best to engage audience
• Hi! My name is _____ and I’m a …
• You know how… (problem)
• Well, what I do is…(feature)
• So that …(benefit)
• I’m kind of like …(metaphor)
– Feature: the physical traits or description of what you do
– Benefit: a feature translated into a member’s satisfaction. What do the
members get because of what you do?
– Metaphor: a comparison that can be funny or startling; goal is to make
your work familiar.
Crafting an elevator speech
Who we are, in less than 2 minutes
The subject line
• The most important part of the pitch
• Need to make most impact in fewest
words
• Competing with spam
• Balance between playing it straight, using
humor or shock value
Huh???
“Party like it’s 4701”
(for airfare sale to Asia, by student travel company)
Result: Atlanta Journal-Constitution coverage
“Laps with Led Zeppelin”
(for snorkel with attached radio)
Result: Dallas Morning News, Wash. Post coverage
Playing into media mindset
“Another annoying COMDEX request”
(for technology company trying to set up meetings at big trade show)
Result: Tech execs totally booked for show
“PR flack run down by bus!”
(pitch for company promoting hospital emergency-room efficiency)
Result: Boston Globe interview
“Not-so-hot story idea”
(pitch for an infrared sauna that was cooler than standard saunas)
Result: New York Post coverage
Sex sells (surprise, surprise)
“Texas Sodomy Imminent”
(for PFLAG, highlighting end of TX sodomy laws)
Result: Wall St. Journal, N.Y. Times, AP
“This month’s pin-ups”
(for “pinning” ceremony held at nursing school)
Result: NYC regional media coverage
Fun
“How many students does it take to change a light bulb?”
(pitch for American U. programs to teach basics of home repair to students)
“Would you like to replace your ex-husband with a plant?”
(pitch for photographer who digitally restores old photos)
Huh??? (round 2)
“Do cats need e-mail accounts?”
(for cat owners’ Web site)
Results: MSNBC, Wall St. Journal, USA Today
“Stevie Wonder, Dick Cheney and a Volvo”
(for Inventors’ Hall of Fame)
Results: L.A. Times, AP, SF Chronicle
“47% think it’s OK to use cell phone in bathroom”
(for Sprint PCS survey on cell-phone etiquette)
Result: Several radio placements
The spam problem
• Newsrooms have spam filters, but reporters don’t know
how to use them
• Innocent words can trip filters: “free,” “money,” “check,”
“cash”
• Action verbs, like “buy,” “save,” and “get” cause
problems
• List of “trigger” words at:
http://www.wilsonweb.com/wmt8/spamfilter_phrases.htm
Like what?
• Identifying a Problem
• Finding a Solution
• Creating a Conflict
• Making a Fresh Start
• Doing Something New
• Doing Something Unusual
6 types of media stories
• Oh No!...disaster, tragedy, bad news
• Yes!...victory, agreement, improvement
• Wow!...extreme, unique event
• Hmmm!...thought-provoking, stimulating
• Rituals...opening days, funerals, birthdays
• News You Can Use...helpful information
Get found online!
Add your group to our directory at
www.communitymediaworkshop.org
And fan us on Facebook!
www.facebook.com/
communitymediaworkshop
Thank you!