Secrets of Savvy Communicators Presented By: Tim Farrell AIFD AAF PFCI
Sponsored by:
What gets their attention ? ! ! ! ! !
Something new Something related to major news Feel good stories Overcoming challenges Major Milestones
10 steps ! Make a distribution list
10 steps ! Make a distribution list ! Get a title
10 steps ! Make a distribution list ! Get a title ! Schmooze the right people
10 steps ! ! ! !
Make a distribution list Get a title Schmooze the right people Create a press release
10 steps ! ! ! ! !
Make a distribution list Get a title Schmooze the right people Create a press release Develop supporting materials
10 steps ! ! ! ! ! !
Make a distribution list Get a title Schmooze the right people Create a press release Develop supporting materials Be connected
10 steps ! ! ! ! ! ! !
Make a distribution list Get a title Schmooze the right people Create a press release Develop supporting materials Be connected Check your facts
10 steps ! ! ! ! ! ! ! !
Make a distribution list Get a title Schmooze the right people Create a press release Develop supporting materials Be connected Check your facts Plan your message
10 steps ! ! ! ! ! ! ! ! !
Make a distribution list Get a title Schmooze the right people Create a press release Develop supporting materials Be connected Check your facts Plan your message Choose what you want to promote
10 steps ! ! ! ! ! ! ! ! ! !
Make a distribution list Get a title Schmooze the right people Create a press release Develop supporting materials Be connected Check your facts Plan your message Choose what you want to promote Search for your next opportunity
Know what you want to communicate ! Positive messages about flowers ! Energetic personality ! Real person connection ! A “good image” image” ! A reason to buy flowers
Know what you don’ don’t want to communicate ! The desperate businessperson ! ANY negative message about flowers ! ANY message you have not already planned ! Any disparaging remark about other products ! Don’ Don’t get trapped by a question
Match the message to the media ! Print : make sure the words paint the picture ! Magazines: well thought out photos to match the text ! Radio & TV: Coin some “juicy” juicy” sound bites ! TV: visually appealing “set” set” as well as interesting actions
Do the homework for them ! Make press releases short and clear ! Attach “written articles” articles” and even photos to capture their attention ! Offer to provide unique setting for interviews ! Supply reporter with written “talking points” points” ! Provide supporting materials and credentials
Follow up ! Follow up emails with phone calls ! Thank you notes with flowers after every interview ! Keep list of contacts current
Nurture the Relationship ! Periodically send flower info to contacts ! Be available as “flower expert” expert” ! Offer your cell phone for ”anytime answers” answers” ! Update your “ resume” resume” ! Send Congratulatory flowers to contacts when appropriate.
Look for News worthy opportunities ! Become more involved in the floral industry ! Offer flowers for “high profile” profile” charity events ! Create Flower opportunities in local events
The Big Three!
! Have a Compelling Story ! Find the Right Journalists ! Become a Trusted Source
Great Reads! ! Getting Free Publicity: The Secrets of Successful Public Relations by: Pam Austin and Bob Austin
! 6 Steps to Free Publicity by: Marcia Yudkin
! Getting Your 15 Minutes of Fame and More by: Edward Segal
! Streetwise Complete Publicity Plans by: Sandra L. Beckwith
! Speak Like a CEO: Secrets for Commanding Attention and Getting Results by: Suzanne Bates
! Free Publicity: A TV Reporter Shares Secrets of Getting Covered on the News by: Jeff Crilley