Pitching 2.0 Gordon Mayer. Oscar’s Law The only thing worse than being talked about is not being...
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Transcript of Pitching 2.0 Gordon Mayer. Oscar’s Law The only thing worse than being talked about is not being...
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Pitching2.0
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Oscar’s LawThe only thing worse than being talked about is not being talked about.(from “The Picture
of Dorian Gray”)
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CMWho?
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TurnoutAttendance at an event
Why we communicate
AwarenessUsually traces back to
moneyAdvocacy Best to engage audience
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Goals & ‘Frame’
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1. Package
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http://bit.ly/newsrelease
2. Practice
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The headline (not a slogan) gameIf you could write one of these
yourself:
• A newspaper headline over your story• the teaser before your story comes on
radio/TV• or the blog post title about your story
What headline would you like to see about your organization in the next 6 months?
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3. Pitch“Do youhave aminutefor meto pitchyoua story?”
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Getyourliston
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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
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Huh???
“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
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The spam problem
• Filters increasingly in higher gear
• Innocent words can trip filters: “free,” “money,” “check,” “cash”
• Action verbs, like “buy,” “save,” and “get” cause problems
• To learn more, google “spam filter words”
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Tomakenews,youneedto doorcreate something
Man bites Dog, Peter Blapps, from flickr
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Telling stories
Storyteller FigureJalisco, Mexico, AD 100/800 Art Institute Chicago
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Like what?
• Identifying a Problem
• Finding a Solution
• Creating a Conflict
• Making a Fresh Start
• Doing Something New
• Doing Something Unusual
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Not these
“mission statement” by Ecastro, from flickr
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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
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The alternatives may be better
http://bit.ly/cmwethnic
Community news
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What about these?
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To pitch bloggers, first be one• Read first
• Make your own list
• Even more custom if you can
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DIY, or hire a consultant?
Don’t try this at home, from mhaithaca, flickr
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Get found online!
Add your group to our directory at www.communitymediaworkshop.org
And fan us on Facebook!
www.facebook.com/ communitymediaworkshop
Thank you!
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Social Media
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Bob
Bla
ck f
or
CM
W
The News…
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Tribune and Sun-Times, 1986-2008
Source = Newsbank, March 2009
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Disagree
Agree
…and YouHow has communications changed? (summer 2009)