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Let s do the math

Let's do the math. $.05. In other words. You've got just enough money to reach everybody just about once.. So we'd better talk PR. Aka Media Relations"Official definition (courtesy PRSSA)"Public relations helps an organization and its publics adapt mutually to each other." Want more? http://ww

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Let s do the math

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    1. Lets do the math US population: 281,000,000 (rounded) Adults, 20-30: 40,000,000 Adults, 20-30, some college: 21,000,000 Your budget: $1,200,000 Your per person budget: US pop 2000 census www.census.gov Approx 14% of US is 20-30 Approx 52% of us adults(25+) have some college, so actual some college may be higher than 21 million. (There were approx 14 million people of all ages enrolled in colleges of all types (university through community college) in 1999) 5.7 cents is also a $57.00 CPM. US pop 2000 census www.census.gov Approx 14% of US is 20-30 Approx 52% of us adults(25+) have some college, so actual some college may be higher than 21 million. (There were approx 14 million people of all ages enrolled in colleges of all types (university through community college) in 1999) 5.7 cents is also a $57.00 CPM.

    2. Lets do the math $.05

    3. In other words Youve got just enough money to reach everybody just about once. That is, if you could find media with a user base that matched the 20-something, some college profile. And the cost was cheap enough to cover any spillage outside of the target, and you were happy with a 1-shot campaign.That is, if you could find media with a user base that matched the 20-something, some college profile. And the cost was cheap enough to cover any spillage outside of the target, and you were happy with a 1-shot campaign.

    4. So wed better talk PR Aka Media Relations Official definition (courtesy PRSSA) "Public relations helps an organization and its publics adapt mutually to each other." Want more? http://www.prssa.org/newsroom/aboutpr.htm Media companies never call their PR departments media relations, but thats pretty much what they do. According to PRSSA, there are now more students enrolled in PR programs than adv programs. Approx 110,000 practitioners in the US.Media companies never call their PR departments media relations, but thats pretty much what they do. According to PRSSA, there are now more students enrolled in PR programs than adv programs. Approx 110,000 practitioners in the US.

    5. Staffing Sometimes reports to marketing The foodchain Vice president Director of public relations Manager of public relations Publicist In-house PR agencies for media companies: sometimes head of pr will report to president, not PR.In-house PR agencies for media companies: sometimes head of pr will report to president, not PR.

    6. What they do Care and feeding of press Extending ad/promo campaigns beyond paid advertising Public contact Mike Hughes is at the end of the line on thishes the guy being cared for and fed.Mike Hughes is at the end of the line on thishes the guy being cared for and fed.

    7. Work output Press kits Photos, background information Video press kits Aka Electronic Press Kits Events Critics tour Screenings

    8. Art imitates advertising (and PR) http://www.joeyskaggs.com/html/retsub.html

    9. How Joey does it (and you can too) Larger than life idea Targeted pitch Spokesperson as character Media relations as ongoing process Larger than life idea: something that captures imagination. Targeted pitch: knows who hes trying to sell the idea to. Spokesperson is something like a charactersomeone the press wants to interview Larger than life idea: something that captures imagination. Targeted pitch: knows who hes trying to sell the idea to. Spokesperson is something like a charactersomeone the press wants to interview

    10. Events & Sponsorships Why do them? Do they work? Events & sponsorships: --why do them? Opportunity to reach new audience (esp. imp. For media marketers). Opportunity to interact at non-advertising, personal level. Can tie your product to larger ideas and issues. Do they work? Depends on what you mean by work. Little data on how much connection between sponsoring event and memory for co. sponsoring.Events & sponsorships: --why do them? Opportunity to reach new audience (esp. imp. For media marketers). Opportunity to interact at non-advertising, personal level. Can tie your product to larger ideas and issues. Do they work? Depends on what you mean by work. Little data on how much connection between sponsoring event and memory for co. sponsoring.

    11. Event & sponsorship case study Operation TNT Sponsors.The Vietnam Veterans Memorial traveling wall. Op TNT. (started early 90s. TNT had only old war movies. Ran em on Mem Day. Call about vietnam (no movies, but audience had more familiarity w/VN, triggered series of vignettes based on letters. Chance meeting at Wall in DC led to sponsorship.Op TNT. (started early 90s. TNT had only old war movies. Ran em on Mem Day. Call about vietnam (no movies, but audience had more familiarity w/VN, triggered series of vignettes based on letters. Chance meeting at Wall in DC led to sponsorship.

    12. The Wall That Heals Rationale Provide TNTs cable ops with local event Turn-key Quality equivalent to TNT movie premiere Create national programming & PR source TNTs customers (like TCMs) are cable ops. Local events help cement relationships w/city councils, who must approve rates. Problem: local cable ops not always staffed to handle promotions.TNTs customers (like TCMs) are cable ops. Local events help cement relationships w/city councils, who must approve rates. Problem: local cable ops not always staffed to handle promotions.

    13. The Wall That Heals Operation Multiple sponsors (TNT, FedEx, etc.) Limited signage Extensive on-air promotion 100 small cities and towns

    14. The Wall That Heals Outcome 1 million+ visitors Very happy cable ops Ongoing programming for TNT Limited PR for TNT Many more saw on-air than came, of course Why cable ops happy: lots of local/statewide impact. Governors, senators, congressmen would show up. Little investment on their part. Awards, best PR, best promotion, best marketing campaigns. Many more saw on-air than came, of course Why cable ops happy: lots of local/statewide impact. Governors, senators, congressmen would show up. Little investment on their part. Awards, best PR, best promotion, best marketing campaigns.

    15. Bottom line PR and events as methods to Increase reach of campaign Increase credibility of campaign Make connections with specialized groups

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