Archive for the ‘Broadcast Charlotte’ Category

CAABJ: Little Known Ways to Improve Your PR

April 24, 2008

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CAABJ PR EventWhether you are a public relations pro, marketing plan expert or a pr novice the Charlotte Area Association of Black Journalist’s (CAABJ) “Accessing the Media” workshop was well worth attending.  If you couldn’t attend in person, don’t worry you can view a video recap below or watch the recap on our streaming video channel Broadcast Charlotte.

The expert panel featured WBTV reporter, Steve Crump, Hope Paasch the Regional Editor for The Charlotte Observer and Joy Scott the New Media Editor for The Shelby Star.  The group discussed the industry insider’s perspective on what works and what doesn’t when reaching out to the media.  The CAABJ team even Download the media handoutput together a great document with a useful media contact list and diagrams of the news flow through various media organizations (click here to download). There was lots of great discussion around the importance of building relationships with reporters and editors, how to follow up with reporters and the big no-no’s to avoid but as an ardent publicity hound myself I thought the most enlightening comments focused on opportunities for video and copy feature on newspaper and TV station websites.  

Watch the Accessing the Media Workshop Video

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The panelist’s comments reinforce trend data pointing to the reality that print and television media is migrating (fast) towards the web where low distribution costs allow for the delivery of stories that might not make it to network broadcasts.  Print publications are even moving to video-based content; creating an opportunity for savvy business owners to bundle video with their message which can value to the overall pitch. CAABJ team, the only thing I would suggest for the next go round, is to add one or more citizen journalists (bloggers) to the panel.  Popular bloggers are becoming prolific news and information sources in their own right and business owners need to know how to approach social media in addition to traditional outlets.

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Chamber Loves Broadcast Charlotte

October 19, 2007

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Charlotte Chamber Ventures MagazineOur small business streaming video Channel, Broadcast Charlotte was recently featured in the Charlotte Chamber’s Ventures newsletter. The Ventures article discusses our Chamber 101 segment created to teach Chamber members how to make the most of their Chamber memberships.

Chamber 101 came about after listening to so many of my clients talk about the lack of value in their membership.  In many cases I found people made the mistake of putting all of their eggs in the networking basket and not taking advantage of the Chamber’s other programs (research, consulting, board participation, etc.).  In short, they did not have a strategy.

Focusing solely on passing out cards at networking functions is doomed to fail.  Consider that at networking events you have no idea who the meeting attendees are (no ability to target), you can only talk to a small number of people during each meeting and it’s very labor intensive (inefficient).  On the contrary, I am not saying professional networking is bad; but if this is your only Chamber tactic, you will surely fail in your attempt to market your business.  You would do much better if you delivered a free seminar to the same audience.  This way you get the attention of everyone in the room and position yourself as an expert in their eyes.  Now this is a successful tactic.

I won’t beat a dead horse.  Visit Chamber 101 on Broadcast Charlotte and learn for yourself.

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Authors Unite and so Can You!

September 13, 2007

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Members of the Carolina ConspiracyI recently had the pleasure of covering a literary event hosted by the Carolina Conspiracy, a group of authors who got together to collectively promote their respective businesses.  Click the link below to watch our video coverage on Broadcast Charlotte.

Click to watch the program

By working together the group is able to spread a number of expenses among their 25 member group, including:

  1. Brochures, posters, direct mail materials and other marketing collateral
  2. Transportation expenses to and from events
  3. Advertising expenses
  4. Website expenses

Their collective purchasing power allows the group to not only reduce marketing expenses but purchase more for the same individual dollar (e.g. upsize from a 1/2 page to a full page add.).  Other benefits of this strategy include:

  1. Inbound links to member websites:  Inbound links can raise your search engine ranking
  2. Obtain book placement that is hard for beginning authors to acquire
  3. Attend more promotional events
  4. Foster healthy idea generation and information sharing
  5. Negotiate better terms with vendors
  6. Share leads
  7. You get the point…

For exponential business growth seek partnering relationships with businesses whose owners’ have a vision that compliments your own.

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How to Get In the Charlotte Observer

August 31, 2007

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How to Pitch the Charlotte ObserverThe PR process can be a mystery to the uninitiated. On a recent edition of Broadcast Charlotte, I interviewed Patrick Scott the Charlotte Observer Newspaper’s business Editor to get the real scoop on getting ink in the paper.  Eventhough the focus here is on a Charlotte-based paper Scott’s insights are universal.

Scott let us know that getting in is not about pushing your company’s products and services; it’s about being relevant to the interests of the paper’s readers and building trust with the staff.  Click the link below to watch the video.

Observer Editor gives pitch tips

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Broadcast Charlotte Soft Launch

August 20, 2007

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Streaming video of small business events and educational content.This morning Eastonsweb Multimedia soft launched Broadcast Charlotte a streaming video business information portal intended to showcase local small business events and provide business educational content.  This preliminary release features coverage of several local business events and Chamber 101, a program desiged to show business owners how to make the Chamber work (beyond passing out business cards at networking events).

While much of the event coverage is local, in many cases the educational content will  have universal application.  I will be posting program updates as we launch new content over the next 2 weeks.

Click to Watch the Program Below:
Mouse Over the Video for Program Guide
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My motivation for launching the channel has been a continued frustration with the lack of coverage in the mainstrem media (specifically local media) of small business events and educational content.  I am certainly not upset with traditional media, as the economics require a hit-driven solution where only big companies, big personalities and big interests are served. If I had their expense burden I would do the same thing.

Because I do not have such a burden I am focusing attention on the little guy, you. The plan is to deliver a menu of content that helps put money in the pockets of small business (event coverage, Chamber tips/strategies, dressing for success, pitching the media and successful entrepreneur insights).

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