Phil Siegel -- Media Works
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MediaWorks Phil Siegel Strategic Publicity and Visibility
description
A specialist in the art of media relations for over 25 years, Siegel works to ensure that clients remain in the media spotlight. Mr. Siegel has a broad knowledge of consumer and business media, and works to develop stories that will have appeal to editors, reporters, bloggers and producers. In the new media environment, he creates strategies to ensure that clients are using social networks to their maximum advantage.
Transcript of Phil Siegel -- Media Works
MediaWorks
Phil SiegelStrategic Publicity and Visibility
Background Who I am What I do What I need
Phil Siegel, MediaWorks
Publicity Case Study Determine audience Develop strategy Implementation
Personal Background
Can name all Oscar winners 1927-2009 Annual reunion with 12 high school friends Unapologetic liberal Netflix and Tivo have changed my life Project Runway, Breaking Bad, Dexter, Glee
Phil Siegel, MediaWorks
Work Background: 1984-1991
Supervisor of Media Relations
Phil Siegel, MediaWorks
What I Do: MediaWorks
since 1991
Creative Strategy Visibility Radio, TV, Print, Online
Phil Siegel, MediaWorks
In other words: Me
Media
Phil Siegel, MediaWorks
Clients
How Do I Do It?
Media strategy Develop story angles Work with producers, editors, reporters, bloggers Spokesperson Training Produce videos
Phil Siegel, MediaWorks
Some Favorite Clients
Phil Siegel, MediaWorks
Who Do I Want To Meet?
Companies who need external positioning Businesses who want to be in the public eye Individuals who are afraid to speak publicly Leaders needing a visibility strategy Programs looking for a new audience
Phil Siegel, MediaWorks
CASE STUDY: Bare Necessities
Phil Siegel, MediaWorks
Objective: Publicize Bee Blocker
Phil Siegel, MediaWorks
Challenge #1: Determining the target audience
BearsAdventurous GardenersAmateur HoneymakersInvestors in Pollen Futures
Phil Siegel, MediaWorks
Challenge #2:Which info source to target? Berenstein Bears: NY Times Book Review Smokey the Bear: ESPN Organic Housewives: Food Network Zookeepers: Home and Garden TV Pollen Investors: Business Week Honeymakers Union: Bay Guardian
Phil Siegel, MediaWorks
Challenge #3: Developing strategies
Create a Honey Tasting Festival National Summit of the Radical Bee Movement Spokesperson Selection: Winnie the Pooh You Tube Video: Surviving Beestings
Phil Siegel, MediaWorks
Challenge #4: Pitching Various Story Ideas Editorial Pages: “Is the Latest Fad in Bee
Protection Anti-Insect?” Entertainment Media: “Bare Necessities to
Sponsor a Gentle Ben Retrospective” Business Media: “Republicans Fight
Stimulus money to create American Bear Suits”
Phil Siegel, MediaWorks
MediaWorks partners with clients to develop a strategic visibility plan to communicate with a specific target audience, whether they are lions, tigers or bears. Oh, my.
Phil Siegel, MediaWorks
Questions?
