2. Andrew Chow a.k.a Ideasandrew
Founded
Ideamart (S) Pte Ltd since 1994
Ideas & Concepts since 2002
Table For Six since 2008
Education
Thames Valley University, UK
Membership
SACEOS member 2004
Business Awards
STB Business Award – Most Innovative Marketing Initiative
award 2007
Spirit of Enterprise 2008
Successful Entrepreneur 2010
Forte
PR Strategic Counsel, Implementation & Monitoring
Social Networking / Social Media Strategy
Brand Management Consultancy
Personal Branding
Professional Affiliation
Approved NCSS Training Provider
Managing Agent of Romancing Singapore
WDA ACTA-certified
3. Andrew Chow a.k.a Ideasandrew
Social Networking
Facebook - http://www.facebook.com/profile.php?id=1081391088&ref=name
Plaxo http://ideasandrew.myplaxo.com/
Linkedin - http://sg.linkedin.com/in/ideasandrew
Social Media Sharing
Flickr Collection - http://www.flickr.com/photos/ideasandrew/
Youtube Channel - http://www.youtube.com/user/ideasandrew
Slideshare - http://www.slideshare.net/ideasandrew
Podomatic - http://ideasandrew.podomatic.com
Social Blogging / Micro-blogging
Twitter - http://twitter.com/Ideasandrew
Wordpress – www.andrewchow.sg
Social Collaboration
Wikipedia - http://en.wikipedia.org/wiki/User:Ideasandrew
Meet up - http://www.meetup.com/members/11966314/
More than 120 interviews/feature in 5 years from local and international media
4. Ice
Breakers
What kind of
News Maker?
YOU
What will
this be?
5. Outline
1. Introduction to Mass Media
2. Establishing positive relationship with the media
6 ways to build friendship
Press Release: What else are Keys besides Key Messages
4 phases of preparing for interview: Person & Radio
3. Delivering the creative pitch
Prepare a yearly overall media publicity plan
Building your media database
Strategies of pitching
Corporate Social responsibility
Survey for Insights
The Insider, Current Affair, Thematic Event
Love/$/Sex
4. Preparing for event coverage
Customers/ Venue/ Sponsors
5. Executing a Media Crisis Management Plan
10 Hard Questions and Answers
The Management of Social Media in Crisis Management
10. Understand what’s NOT a reporter’s job
3
Ask questions to help you to say
what you want to say
11. Understand what’s NOT a reporter’s job
4
Write a story the way you want it
to be told
12. Understand what is News to the Media
•New
•Unusual
•Current
•Local
•Abnormal
•Sensational
•Socially impactful
13. No BIG guy or small guy
Only GOOD guy or bad guy
Mass Media levels the playing field
14. Why working with Media is
important to your business
Goodwill - an important component to forge strategic
alliance among partners
Potential Investor Relations
PR isn’t Marketing
PR centred on a CEO of start-up or SME is a brand.
Public perception and corporate reputation
Shareholder Value – A heavy weight in the goodwill if
business is sold
Media is the best friend any business can have
24. Always project a positive image about
Singapore when dealing with
International Media
25. Know your rights with the media:
You have the right to be treated courteously.
You have the right to answer all questions, one at a time.
You have the right to refuse to answer personal questions.
You have the right to correct errors.
You have the right to be quoted accurately.
You have the right to determine when and where you will
be interviewed.
27. Preparing Press Release
Interesting Title
1-page synopsis
Not more than 3 key messages
Attached all supporting documents – pictures/video
Other information
About person
About company
About product
Remember – Write it in a way you want it to be reported
28. Press Release: What else are Keys
besides Key Messages
Your news release is thrown into the trash.
Your news release it printed, but typos and errors are
introduced.
Part of your news release is printed, without any
additional comments.
Part of your news release in printed, but your competitors
are quoted and they downplay your points.
Part of your news release is printed, but analysts are
quoted who change your perspective.
Part of your news release is printed in a roundup with your
competitors, and your message is diluted.
Part of your news release is printed, but your main point is
not included.
30. Before the Interview
Practice both long and short answers
Submit a list of suggested questions to
the producer or host of the show
Learn how to turn Call Waiting off on
your phone
Arrange for your own callers to
participate
31. The Day of the Interview
Turn off the ringer on other telephones
near you
Have a glass of water nearby
Arrange your notes on your desk so that
they can be easily accessed
Perform mental and physical relaxation
exercises
32. During the Interview
Speak in a normal conversational voice, but display
enthusiasm
Be creative by providing useful information, revealing new
information, or using memorable words or phrases
Limit your answers to less than five sentences.
Avoid using filler words (Umm, well, like, you know, really,
etc.)
Concentrate on the interview process to anticipate the
upcoming moments
Do not speak too much, leave room for the interviewer to
ask questions. It’s his show after all, not yours.
Make your "sales pitch" only at the end of the interview.
Repeat all numbers, addresses, URLs, etc
33. After the Interview
Send the producer and host a written thank-you note
Follow up on any promises made on-air to listeners
Remind the producer of your interest in being a guest
again
35. Preparing for a television interview
Clothing
Do not wear bright white, weather map blue, or chrome key blue.
When you are booked for a studio appearance, find out the color of the
set and dress so that you don't blend in.
Wear bold, fashionable ties, but not ones that distract. Do not wear
any shiny fabrics or anything that glares. Do not wear bracelets.
Women should wear pearls instead of shiny necklaces.
Gestures & Body Language
Use gestures economically to make points.
Too much body movement is distracting.
Every movement is body language and some of it is not good.
Leave your body open and quiet.
Both men and women should cross their legs when seated.
Don't play with your rings and don't scratch. You'll not only be seen,
but heard.
36. Preparing for a television interview
Posture
Be in a "state of readiness." Don't slump shoulders or lean back. Keep your trunk erect.
Request pillows to help you sit erect if necessary.
Men should unbutton their jackets when seated and remove their tie clip and pens from
their shirt pocket.
Facial expressions
"Be yourself is a big fallacy. In person, we see expressions, height, width, and depth.
However, on TV, images are flattened.
There is no height or depth unless it is created.
Pleasant in person is flattened on TV.
Smile a lot if it is appropriate.
Eyes
Don't wear glasses if you can help it. If you have to wear glasses, get non-Contact glare
lens or learn how to hold your head when you wear your glasses.
Energy comes from your eyes, so be careful with eye movement.
It's usually best not to move your eyes. You will need long stretches of eye contact.
Only look at the person who is interviewing you. Hold your eye contact there after you
finish a statement.
37. Preparing for a television interview
Voice
Use volume to make points and create variety.
Avoid an accent in most cases.
Listen to yourself before you go on.
Slow your speaking rate and enunciate carefully.
Content
Remember all the different people to whom you are reaching. Address
them all.
There are people who want to hear stories; some are thinkers, and they
want to know about effect. Some people want facts, figures, and
statistics; others only want to know how you feel about the subject.
Have your sound bites prepared and use them right away. You need
fifteen seconds for regional TV and nine for national TV.
Do not give "yes" and "no" answers to all the questions or you will
sound like an ideologue.
42. MediaCorp Print
TODAY – Launched in November 2000, TODAY is the second most read newspaper in Singapore. TODAY offers busy
working people quality content in a convenient, compact format. Each day, some 537,000 readers in Singapore find in
TODAY an unrivalled package of the top local and international news and views. News reports on key issues through
insightful and often provocative commentaries.
8 DAYS – Singapore’s best-selling English weekly entertainment magazine.
i-WEEKLY – Undoubtedly the nation’s number one Chinese entertainment magazine. Insider scoops on local and regional
celebrities, television synopses, movie and television drama reviews can all be found in here.
STYLE: – Singapore’s fashion, beauty and lifestyle magazine. Positioned as the fashion guide for independent,
sophisticated Singapore women.
Singapore FHM – Singapore's best-selling men's magazine.
ARENA SINGAPORE – The local edition of the world's leading men's style magazine for the stylish Singaporean male.
ELLE SINGAPORE – The local edition of the world's leading fashion magazine known for its complete coverage of the
latest in fashion, beauty, wellness and lifestyle trends.
STYLE: WEDDINGS – Singapore 's leading supersized bi-annual wedding magazine.
STYLE: LIVING – Singapore 's ultimate guide to global décor trends and stylish homes.
MANJA – Singapore 's leading Malay-language entertainment and lifestyle title.
MOTHER AND BABY – The Singapore edition of the award-winning and internationally renowned pregnancy, baby and
toddler magazine.
BABYCARE – An essential bi-annual babycare guide for pregnant women and new mums.
ASIAN DIVER – Asia 's leading dive title.
55. Choosing a date
Try to obtain as much information as possible about
internal deadlines of the media you are targeting, and
schedule your press conference accordingly
Try to avoid a date parallel to other events that are
likely to attract considerable public interest
56. Choosing and preparing a
location:
Make sure the location can be reached easily, and with
little effort for journalists
Make your organisation visible (e.g. with a banner,
roll-up, poster)
Provide good signage so that journalists arriving
late can still join in
57. Invitations
Build a good list of contacts in advance, and try to use
existing media directories
Send out invitations by fax or email, about one week in
advance
Keep it short and simple (maximum one page),
highlighting the date, time, duration (45 to 60 minutes)
and location
Include contact data at the end, and ask for feedback on
planned attendance and accessibility requirements
Follow up by telephone a few days before the press
conference
58. The press conference itself
Have a moderator/facilitator to host the press conference
Each speaker should prepare a short presentation or
statement
Align the whole programme around one key message, e.g.
think of the headline that you would like to see the next day
in the newspaper
Do not assume that journalists necessarily understand
technical terminology
Prepare written or printed information on the topic; you can
add information on the speakers and organisation(s) involved
(cf. a media kit)
Invite journalists to ask questions
59.
60. Ten Things a Reporter Will Want to Know in a
Crisis Situation:
61. Ten Things a Reporter Will Want to Know in a
Crisis Situation:
What happened?
What would you like to say to those affected?
Why did it happen?
Did you know this was going
Was anyone injured? to happen?
Could this have been How will you prevent this from
prevented? happening again?
Has this ever happened before? When will the problem be solved?
What are you doing about it?
62. Ten Things a Reporter Will Want to
Know in a Hard News Situation:
What happened?
Why did it happen?
Was anyone injured?
Could this have been prevented?
Has this ever happened before?
What are you doing about it?
When will the problem be solved?
How will you prevent this from happening again?
Did you know this was going to happen?
What would you like to say to those affected?
63.
64.
65. Industries very likely to benefit from
social media
F&B Consultancy Fashion Education
Hospitality Retail Info Technology Property
Automobile Entertainment Healthcare Recreation
66. Singapore
(5,000,000)
1 out of 3 on Facebook
=
2,500,000
(July 2010)
80. Social Media
Crisis Management Strategies
Use Blog or Twitter to keep the public informed. The
press will read them too
Record any positive feedback from others and upload
to Youtube
Show pictures of “recovery” on Flickr
Use your Facebook Fan Page to your advantage,
activate your advocate to speak for you
Monitor feedback among conversations
