Telling a Good Story : The Art of the Pitch

1. Telling a Good Story:The Art of the Pitch Methods and Strategies to Market Financial Education October 25, 2010

2. Telling A Good Story – It’s Intuitive Your pitch needs to be a good story. We all know a good story when we see, read or hear one. Enticing beginning – Make us pay attention Gripping middle – Hold our interest Compelling end – Give us a good “pay-off”

3. Telling A Good Story – Elements Conflict: citizen vs. corporation; new vs. conventional wisdom Novelty: innovation (i-Phone), new approach Simplicity: came, saw, conquered Shock: beating unbelievable odds Kids: always a winner; no explanation needed Celebrity involvement: star appeal Action: people coming together to DO something Strong imagery: pictures that create visceral reaction Humor: we like to laugh Cutesiness: each year the President pardons the turkey Irony: people love a good twist; “Usual Suspects”

4. Telling A Good Story: “Why Should I Care?” Can you answer the threshold question - Why is your story important to my audience? Can you: Explain a problem your story solves? Provide sources reporters can speak to? Provide stats to back up your claim? Provide voices, visuals, statistics?

5. Telling Your Story Keep it simple. In the end: Reporters, producers and journalists are interested in…. Telling a good story!

6. Earned Media • Earned media (or free media): favorable publicity gained through promotional efforts other than advertising. • Often refers specifically to publicity gained through editorial influence.

7. Power of Earned Media • Earned media coverage: earned media carries more weight and credibility in minds of consumers because information is delivered and received through recognized filter of credible third-parties such as a newspapers, TV or radio stations.

8. Types of Earned Media Print press Daily and weekly newspapers News sections Editorial writers Local and syndicated columnists Op-Eds and guest columns Letters to the editor Sports and lifestyle Specialty press Alternative Ethnic Labor Newsletters (community groups, interest groups, labor) Magazines Television News Public affairs broadcasting Local talk shows Reporters’ round tables Cable (Citizen variety shows on local access can be a valuable) Radio All News Talk Public affairs broadcasting on commercial and public radio Internet Affiliated news sites Politically focused blogs Issue oriented blogs

9. Types of Earned Media Specialty press Alternative Ethnic Labor Newsletters (community groups, interest groups, labor) Magazines Television News Public affairs broadcasting Local talk shows Reporters’ round tables Cable (Citizen variety shows on local access can be a valuable) Radio All News Talk Public affairs broadcasting on commercial and public radio Internet Affiliated news sites Politically focused blogs Issue oriented blogs

10. Types of Earned Media Television News Public affairs broadcasting Local talk shows Reporters’ round tables Cable (Citizen variety shows on local access can be a valuable) Radio All News Talk Public affairs broadcasting on commercial and public radio Internet Affiliated news sites Politically focused blogs Issue oriented blogs

11. Types of Earned Media Radio All News Talk Public affairs broadcasting on commercial and public radio Internet Affiliated news sites Politically focused blogs Issue oriented blogs

12. The Basics Story development Gathering materials Assessing a media target Executing a placement Moving Beyond Financial Media

13. STORY DEVELOPMENT

14. Story Development Key questions: What is the news hook or peg? How does your program/organization fit into existing trends? Is there compelling and credible data? Is there tension, drama, unusual twists, interesting backstory? Who are the colorful, credible storytellers? Who is the face of your program? How would you describe to your neighbor?

15. GATHERING ELEMENTS

16. Gathering Story Elements Press Release Compelling photos Graphics B-roll, YouTube video Compelling interviews Interview setting Demonstration/hands-on opportunity

17. ASSESSING A MEDIA TARGET

18. KNOW THE MEDIA YOU NEED TO REACH Have the basics in place: Media list in place Which media to call for which stories Profile of media outlet/journalist Requirements for different media e.g. print vs. broadcast vs. new media

19. MEDIA EXPECTATIONS Broadcast Media: Good Pictures / Audio 2 Minutes Air time (Max) Work to their deadline Print Media: Photo-opportunity Detailed information Daily Deadline

20. EXECUTING A MEDIA PLACEMENT

21. Executing a Placement Do Maintain an ongoing media dialogue Use your relationships Pay attention to other news in the cycle Be persistent; find a way Stay flexible Tailor your pitch to targets Respect journalists’ deadlines. Don’t Pitch lame stories to important media Blast out a marginal release without a placement plan. Rush out a placement without proper collateral materials Promise what you can’t deliver Limit yourself to a particular beat

22. PITCHING TO THE MEDIA Develop exclusive or creative story angles Know your sell-in inside and out Know when you have news and when you don’t Anticipate key questions Outline your pitch before you make the call Get straight to the point

23. WHEN LITTLE NEWS VALUE EXISTS Package lifestyle-relevant information Conduct consumer opinion, lifestyle surveys Develop historical/future trends perspective Create helpful tips Design integrated promotions that sparkmedia interest

24. MOVING BEYOND « THE USUAL SUSPECTS »

25. Beyond Financial Media Think beyond the “usual suspects” Don’t limit yourself to Financial Media What other beats can you pitch? Features Lifestyle Parenting

26. Final Thoughts Be passionate about your story Be persistent Look for ways to insert yourself into the dialogue Establish yourself as a go-to resource Think outside the box