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Pitching 2.0

Pitching 2.0. Gordon Mayer. Oscar’s Law. The only thing worse than being talked about is not being talked about. ( from “The Picture of Dorian Gray” ). CMWho?. Why we communicate. Turnout Attendance at an event. Awareness Usually traces back to money. Advocacy Best to engage audience.

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Pitching 2.0

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  1. Pitching 2.0 Gordon Mayer

  2. Oscar’s Law The only thing worse than being talked about is not being talked about. (from “The Picture of Dorian Gray”)

  3. CMWho?

  4. Why we communicate Turnout Attendance at an event Awareness Usually traces back to money AdvocacyBest to engage audience

  5. Goals & ‘Frame’

  6. 1. Package

  7. 2. Practice http://bit.ly/newsrelease

  8. The headline (not a slogan) game If 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?

  9. 3. Pitch “Do youhave aminute for meto pitch youa story?”

  10. Getyourliston

  11. 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

  12. 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

  13. 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”

  14. Tomakenews,youneedto doorcreate something Man bites Dog, Peter Blapps, from flickr

  15. Telling stories Storyteller FigureJalisco, Mexico, AD 100/800 Art Institute Chicago

  16. Like what? • Identifying a Problem • Finding a Solution • Creating a Conflict • Making a Fresh Start • Doing Something New • Doing Something Unusual

  17. Not these “mission statement” by Ecastro, from flickr

  18. 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

  19. The alternatives may be better http://bit.ly/cmwethnic Community news

  20. What about these?

  21. To pitch bloggers, first be one • Read first • Make your own list • Even more custom if you can

  22. Don’t try this at home, from mhaithaca, flickr DIY, or hire a consultant?

  23. Thank you! Get found online! Add your group to our directory at www.communitymediaworkshop.org And fan us on Facebook! www.facebook.com/ communitymediaworkshop

  24. Social Media

  25. The News… Bob Black for CMW

  26. Tribune and Sun-Times, 1986-2008 Source = Newsbank, March 2009

  27. …and You How has communications changed? (summer 2009) Disagree Agree

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