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M e d I a R e l a t I o n s…. A Presentations by Breana Oliver. How to do the 4-step process…. Client Research…. Practitioner must know background data about client. What positives can be highlighted by the media about your client? In what areas is your client weak?. Opportunity Research….
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M e d I a R e l a t I o n s… A Presentations by Breana Oliver
Client Research… • Practitioner must know background data about client. • What positives can be highlighted by the media about your client? • In what areas is your client weak?
Opportunity Research… • Determine reason for the program or why the media would be interested in the company. • What opportunities for publicity does your client have?
Audience Research… • Identify appropriate media and their audiences. • Create a media contact list. • Differentiate between targeting mass media, specialized media or both.
Objectives… Impact Objectives… Output Objectives… • To increase knowledge of news about client among community media representatives. • To enhance the client’s credibility among the media. • To reinforce favorable attitudes toward the client on the part of media reps. • To increase favorable client news coverage. • To be of service to the media (proactively & reactively). • To coordinate media interviews with client. • To distribute feature story ideas to trade publications.
Programming… • Theme and Messages- hard and soft spot news, feature material • Action/Special Events- “staged” events, making news for the client • Uncontrolled Media- news releases, photo op’s, news conferences, media interviews • Controlled Media- media kits, CD-ROMS and DVDs, made available on client website • Effective Communication- two step flow from practitioner’s client to the media and then to the media audience. • Source credibility, salient information
Evaluation… Impact Objectives… Output Objectives… • Media monitoring or clipping collection. • Circulation figures or audience-size data. • Publicity placement. • Sample surveys of target audience. • Keeping records of all uncontrolled media transactions. • Was the client successfully placed in the media spotlight or featured?
Case 3-1… Setting the Stage: 2005 CMJ Rock Hall Music Fest
Situation Analysis… • The Convention and Visitors Bureau of Greater Cleveland and the Rock and Roll Hall of Fame set out to reclaim Cleveland’s spot at the rock and roll capital of the world. • Approached College Music Journal (CMJ) Network to hold a music festival in Cleveland and hired on Marcus Thomas LLC to generate a buzz about the event and to drive up attendance numbers. • Had only a modest budget and six weeks to build publicity.
Goals… • Making Cleveland the rock and roll capital of the world. • Attract at least 10,000 (ideally 20,000) young rockers to the concerts over a 3 day period. • Attract out of town visitors for overnight stays, to improve local economy.
Audience Analysis… • Primary qualitative research and secondary psychographic. • Evaluated the target audience by studying their interests and lifestyles.
Market Research… • Targeted specific markets that included Athens, Chicago, Cincinnati, Detroit, Pittsburgh, Syracuse, and Toledo b/c of college and urban settings. • Identified preferred gathering places and entertainment venues.
Primary Research… • E-mail campaign to target audience members in all eight markets. • Showed insight to where and how best to reach target audience.
Strengths and Weaknesses… • Strength: Cleveland beat out other cities to become the home of the Rock and Roll Hall of Fame in 1986. • Weakness: Only had 6 weeks to work on the campaign with only a modest budget.
Strategies… • Conserve resources by targeting only the most receptive audiences in locations where they would be most likely to hear and relate their message. • Reach 400,000 audience members to close on 10,000-20,000. • Create a “buzz” and an experience would the target audience could actively participate and would draw in people from out of town.
Guerilla Marketing… • Street teams distributed t-shirts, guitar picks, concert tickets, and posters to anyone who seemed enthused about attending the concerts. • Created sidewalk chalk flyers at areas where college students frequented. • Posted printed “I Need a Ride” tear away posters that had a number that people could call that encouraged people to attend the event. • In Pittsburgh partnered with local radio station for advertisement.
Viral Marketing… • Emails that linked to CVB’s website and visitors could download songs from Music Fest bands and test their knowledge about CMJ trivia. • Provided each of the 100 bands performing with an online kit to help promote attendance to the festival with their fan base. • Recorded a podcast with Warren Zane (musicologist at Rock Hall). • Posted information about the music fest on more than 50 music blogging sites.
Objective 1: Conserve Resources… • Conducted intercept interviews with music fest attendees at concerts to track where they traveled from and how they heard about the concerts. • Based on survey data collected, the cities visited by the Guerilla street teams had high representation and more than 50 percent of the 18,000 music fest attendees traveled from Northeast Ohio.
Objective 2: Reach 400,000… • Attendance records were met with nearly 18,000 concert-goers. • Total impressions of the Guerilla campaign were more than 546,000. • “The CMJ Rock Hall Music Fest exceeded all my expectations. It took New York five to seven years to get to the point the Cleveland event reached in its first year.”-Bobby Haber CEO of CMJ Network Inc.
Objective 3: Create a Buzz… • According to economic impact data released by CVB, the first year of this planned-to-be-annual, event generated more than $3 million in “economic impact” for Cleveland. • Because of the success of the first year, the CMJ Rock Hall Music Fest returned to Cleveland in 2006.
