Tips for Working with TV Producers

Lights. Camera. Action.  Through strategic media relations, I have successfully landed clients on popular TV shows like, DIY House Crashes, Bath Crashers, CLTV and have even helped clients appear on Blog Cabin, PBS and more. The idea of being featured on a popular TV show or in a news segment is exciting for most clients.  It's as simple as that.  However, successfully working with top producers takes special considerations.  Every placement needs a well-crafted pitch, but it takes more than that.  When working in the realm of TV/news production, consider these tips to keep the producer (and hopefully, coming back for more).

1. Timing is everything - Producers are working on their own schedules and at most times, only have time to focus on their current project.  Don't let that stop you.  Ask when a good time is and follow up when they are in planing stages.  The right pitch at the right time can result in great coverage.
2. You're there to help - Consider the short time frame and large amounts of work producers have to do to complete a segment or episode.  Lend a helping hand whenever you can.  For example, the producers I am currently working with are looking for design ideas.  Send ideas over (even if they do not always pertain to your client) and producers will view you as an irreplaceable resource and will come back to you for future episodes.
3. Keep in touch - Stay in touch with your contact.  Occasionally touch base with the producers.  It is a great way to remind them you are there and willing to help.  Stay on their radar and trust me, you'll hear from them again.
4. Go the extra mile - Producers are people, just like you and me.  Kindness, appropriate humor and a shining personality can go a very long way.  I've proven to be a great and friendly help to the House Crashers team (I've helped them with a few episodes now) that they've invited me to their next shoot just to meet the team!
5. Know their world - Producers are working with many other people.  Connect the pieces and  learn as much as possible.  Understanding the formal procedures and processes the producers through each segment or episode will immensely help you become the go-to guy or gal.

There is much more to working with producers.  Hopefully these tips will help you land your client or yourself in front of the camera!

Photo: Colin Parrott

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Hashtag - You’re it

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According to the Washington Post, Twitter is processing 1.5 billion tweets a month.  And according to TechCrunch, Twitter.com recorded 73.5 million unique visitors in January 2010.  That number does not include the masses that use third party applications like TweetDeck, Seesmic, HooteSuite, or mobile Twitter applications available on every smart phone.  Among large number of tweeters are groups interested in subject matter relevant to your business and industry.  They catalog their discussions through the use of Twitter hashtags (#). Engage and discover prospects and customers by participating in conversations with a hashtag.

 

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Users of the popular micro-blogging website can track specific topics and conversation of interest, such as home remodeling, small business advice and endless other possibilities. With Twitter’s search capabilities, it is easy to track the topics people are commenting about or discussing via Twitter.    Hashtags take that idea one step further.  Hashtags catalog and connect tweets regarding a specific topic, event or issue.  Using a hashtag in your tweets is easy.  Simply attach the number sign, ‘#’, to the start of any word or acronym.  For example, #KBIS, #remodeling, #cleanenergy, etc.

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Tweeting with hashtags can help your business find pre-qualified prospects, strengthen relationships with current customers and demonstrate “Thought leadership”. (See a blog post I I wrote for my agency covering how you can benefit from “Thought Leadership”)

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Twitter: Listen, Speak Up and Be Found Instantly

 With 1.5 billion tweets posted in January, 2010, the popular micro-blogging service has delivered astonishing success for businesses, from mom-and-pop shops to multinational corporations.  Twitter acts as a global public forum where products and brands are openly discussed, both positively and negatively.   B2B marketers can leverage people's compulsion to share information online, listen to today’s version of rooftop shouting, manage reputations and enhance overall web presence.    

      Don't believe people are tweeting about businesses?  1 in 5 tweets mentions a brand or product.  Online conversations can cause substantial damage to a company’s image.  A Nielsen Global Online Consumer Survey discovered that 90% of respondents from over 50 countries trust the online recommendations of their peers.  Turn to Twitter and social media search engines to track discussions about an industry, business or offerings in real time.  When a crisis strikes, utilize Twitter’s ability to connect with target audiences quickly, minimizing reputational damage.  

      The more people engage in Twitter, the more likely they are to search within the micro-blogging environment.  The latest data from comScore, Inc. identifies an increase in social searches from January to February, 2010 even though most social networks don’t offer true search functionality.  Additionally, a recent study discovered 77% of searches conducted for brands resulted in top listings originating from third-party Internet users.  A proactive Twitter persona increases the quality and quantity of content that search engines and social searches are destined to highlight.

 

      Top organic listings have proven to attract up to 50% more clicks than top paid listings.  To benefit from search engine optimization (SEO) enhancements, foster link-building and inbound traffic with Twitter.  Twitter may not direct droves of qualified prospects to a website, but through social media optimization (SMO) and SEO, marketers can multiply traffic sky rocketing organic page rankings.  

      Twitter allows marketers to take charge of a brand’s reputation and engage users.  They can listen to online conversations, boost credibility, position a company or executive as a thought leader and most importantly, provide business with a voice. Brand evangelists and new prospects are waiting in the Twitterverse.

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Resource: State of the News Media 2010

via pewresearch.org

PEW's latest "State of the Media" report is now available.
http://pewresearch.org/pubs/1523/state-of-the-news-media-2010

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Walt Denny Blog News

How Social Media Can Strengthen your Marketing Strategy

 

Social media is a fresh, dynamic way to communicate directly with prospects and customers, increase your business’ visibility and listen to what is being said about your company.  However, social media by itself cannot substitute for a marketing or public relations strategy, control customer dialogue or guarantee sales.  Before you implement a social media program, evaluate your business goals to determine if social media engagement is for you.

According to a Nielsen report, time spent on social media sites increased by 82% from 2008 to 2009.  A Facebook Fan Page or a Twitter account is a great way to reach and engage the networks’ massive audiences.  Use a social network to announce company happenings, promotions and product innovations.  Leverage social sites like YouTube, Facebook, Twitter, Bebo, etc. to enhance your current marketing mix.

According to recent research, 20% of tweets and 70% of blogs mention brands or product names.   Social media acts as a modern, global public forum where products and brands are openly being discussed, both positively and negatively.  Take advantage of the public discussions about your business’ products or services to hone your marketing message.  Discover brand evangelists and harness social networking sites to build a following and participate in the discussion.

A negligent customer service incident, a misquote of an executive or leaked proprietary information can spread like wildfire on the Internet, possibly resulting in a crisis.  A damaged reputation can hinder growth, no matter the industry.  Utilize social media’s ability to connect your business with target audiences quickly.  When a crisis strikes, these types of sites can allow for a statement to be made immediately and in real time.  Take for example an event held in Tempe Arizona, where cars were towed by the city from a private lot during an event.  

An outpouring of frustration regarding the city of Tempe’s car towing debacle spread via Twitter immediately after the scheduled event.  The story landed on mainstream TV newscasts the next day.  The city responded via Twitter without delay, instead of waiting for an official printed statement in the local newspapers.  It resulted in many of the upset tweeters and bloggers reacting positively to the city’s swift action and lessened the damage to Tempe’s reputation.

Capitalize on the popular trend of sharing links through tweets, blogs, Facebook updates and more.  Benefit from the search engine optimization (SEO) enhancements to increase your organic (non-paid) page ranking.  A tweet or Facebook update may not deliver droves of qualified prospects to your website, but every shared inbound link helps lift your listing to top positions.  Internet users trust organic listings.  Typically, higher search rankings generate more visitors to your website.  Social media can increase the amount of traffic to your website, thus improving your business’ overall search visibility.

via blog.waltdenny.com

Here is my latest post on the agency blog. What should you expect from your social media efforts?

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Portfolio: Positioning a Client as an Expert

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My agency has been making a hard push to secure more editorial coverage for a specific client.  Our client is a small business bank headquartered in the western suburbs of Chicago.  While the client's target audience is business owners, I jumped at the chance to expose my client to a large audience as an expert.

I decided to pitch Chicago-land Television (CLTV).  With the client's latest newsletter copy at my side, I pitched the information sent to their customers.  It resulted in my client being invited to speak on cyber security.

The news program is broadcast to the local Chicago area, a key market for the client.

 

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Resource: Social Media Ethics

One of the several PR blogs I follow covered a very interesting topic; Should clients be allowed to leverage the agency’s (or its staffers’) brand to promote their own?  Should the agency principal ask a well-known staff blogger to write about a client’s news/products?

At my agency, we enjoy including our clients in our blog posts, especially if a tactic we used with their campaign fits into the marketing/pr post.  However, the agency blog does not reach an audience anywhere near the size of PR-Squared or any other leading blog.

Here is the excerpt that really stuck out to me: "... if 90% of the PR pro’s personal network extends to other PR and Marketing types, then tweeting about a semiconductor client’s newest fab facility enhancements isn’tgoing to help the client, and will only hurt the PR pro’s longer-term street cred. So don’t."

Read the full article here.

The post is from the blog PR-Sqaured, and you can follow the author, Todd Defren - @tdefren

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Portfolio: Fencepost/DeckWorld Get the Picture

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Fencepost.Deckworld Winter 2010.PDF (709 KB)

I have been charged with landing placements for the agency.  The idea is to position our company as a thought leader for the home products and building products businesses in regards to advertising, public relations, and growing business with strategic communication.

An article I wrote on how deck builders can get the most mileage out of photography for their new business and publicity efforts.  Check out the article, bylined by my agency! (Don't worry, yours truly wrote it.)  It is also featured in the online edition.

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