Media training – generate free publicity

Shawne Duperon Interview

I attended a workshop, Romancing the Media With Shawne Duperon, on April 9th, 2009 in Auburn Hills, Michigan. The workshop was organized by the Detroit chapter of the American Marketing Association and the Pontiac Regional Chamber of Commerce.

Workshop presenter and five-time EMMY® Award winning producer, Shawne Duperon, shared powerful concepts related to using free publicity as a marketing strategy.  She coached us on methods to generate free publicity as an important component of an effective marketing program.

My takeaways were:

  1. How to develop an ongoing process to generate free publicity
  2. How to track opportunities and find what the media want
  3. How to prepare my story (pitch)
  4. How to pitch my story to the media
  5. A pitch is not about me or my product but rather about answering the needs of my audience.See my Ontario

For an example media followthrough after an event, see my blog post Ontario Ministry of Natural Resources, Bear Count .

The CBC Radio Pitch Guides may be of help to your media campaign.

Toronto Sportsman Show & the Ontario Bear count

Staff from Ontario’s Ministry of Natural Resources (OMNR) were well prepared at the Toronto Sportsman Show (March 21, 2009) to tell their story . Why, because OMNR had their new Eurocopter EC 130 4B helicopter on display along with the helicopter pilot,  forest fire crew members, and were well prepared to directly answer questions from attendees eager to learn. As questions were asked and answered,  attendees learned about MNR’s crucial work in fighting forest fires and managing Ontario’s forests. I thought this was one of the best attended exhibits at the show and the MNR exhibit gained a tremendous amount of support for the MNR and its work.

After the show I went to Ontario Ministry of Natural Resources web site. Wow, the landing page had a media savvy video of Rick Mercer, a popular Canadian comedian, flying with MNR staff in the same Eurocopter EC 130 4B helicopter to a site of a bear count in Algonquin Park.

This is a beautiful example of meeting your audience where they are and taking them to where you want them to go.