12-1 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-2 Chapter 12 Experts and Interviews Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-3 Chapter Objectives 1. Explain the value of creating experts within the firm. 2. List and describe the different publishing opportunities and basic strategies for using them. 3. Discuss how speaking engagements can be used as a marketing tool and some basic strategies for selecting and conducting them. 4. Explain how a firm creates and uses expert sources. 5. Describe the preparation for an interview from an MPR perspective. 6. List and explain the elements of a successful interview. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-4 Thought Leaders People or firms whom an industry or a consumer group recognize for contributing a new way of thinking and/or original perspectives to their field Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-5 Using Experts* Be authentic Don’t self-censor Say it your way Persistence is everything Look to the future Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall *From Ken Lizotte, author of The Expert’s Edge: Become the Go-To Authority People Turn to Every Time

12-6 Getting Published Articles Write a book Self- and Electronic Publishing Case studies and white papers Blogs and podcasts Speaking Being an expert source Interviews Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-7 Byline The line of text indicating the author of an article or other published work Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-8 Publishers have specific guidelines for submitting articles, which MPR professionals should adhere to when preparing a submission Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-9 Experts like Elizabeth Gordon have written books that support their business ventures. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-10 Being an Expert Source To help foster expert/reporter relationships, author and marketing guru Peter Shankman launched Help-A-Reporter ( m) in March HARO, which connects journalists with the sources they require using a social media platform, has a growing stable of journalists from around the world who use the service on a daily basis. This free service has grew to more than 40,000 members before the end of Michigan State University Professor Aneil Mishra joined HARO in spring 2009 and has participated in many interviews with journalists, including one with a feature writer from MetLife. He and his hybrid vehicles are featured in the summer 2009 publication, MetLife, Your Life mailed to 600,000 Met Life members. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-11 Executing the Interview Relax! You’re prepared. Remember, Physical appearance matters. Connect with your interviewer. Stay on message. Casual, conversational confidence is the mark of an expert. Make sure that your prepared answers do not seem prepared. Use short, sweet, and simple speech. Be enthusiastic. Stay positive Don’t say, “No comment.” Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-12 Speaking Engagements ASAE is an organization of business and professional associations with over ten thousand members. Many if not most of these associations regularly look for experts to address their membership on topics relevant to them. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-13 Sales Cycle Time between initial contact with a prospective customer and the completion of a sale Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-14 Case Study A short-format article based upon the expertise of a professional or organization that takes a problem- solution approach to a particular issue Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-15 White paper An educational report made available to the public that expounds on a particular industry issue Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-16 Editors prefer articles that… Tie into larger trends Are about money Include celebrities Focus on the unusual Excite with sex and scandal Introduce new and innovative ideas Provide tips and “how-to” information Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-17 News Aggregator Internet-based platform that compiles news stories based on either the tagging of the story by its user community or at the discretion of an individual person or organization Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-18 Pick-up Evidence (press clipping, video, etc.) of a media mention Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-19 Source Filing Initiating communication with a connector to inform him or her of the availability of a subject matter expert as a resource for future stories Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-20 Bridging An interview technique that allows an interviewee to address an interviewer’s question and move on to a topic that aligns with the interviewee’s goals for the interview Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-21 Concept Case 12.1: Falcon’s Lair Expert Advice 1. Explain the types of publishing opportunities that may be available for The Falcon’s Lair’s MPR efforts and give some examples. 2. Find some local and national speaking opportunities for The Falcon’s Lair’s experts and suggest some themes. 3. Write a pitch for source filing purposes that positions the Lair’s management and staff as expert sources for connectors. It can take the form of a letter, an , or a telephone script. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-22 Concept Case 12.2: Falcon’s Lair Interview Time 1. As the marketer in charge of the Lair’s MPR, discuss what you would do as soon as you are informed of the national magazine’s interest. 2. Once you have a handle on the journalist’s goals for the interview, explain how you would prepare. 3. Describe the conversation you would have with the Lair’s owner right before she begins the interview. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-23 Reflection Questions 1. Explain why all firms have opportunities to use experts in their marketing efforts and why doing so is powerful. 2. What is the value of publishing bylined articles, and what are some factors that make an article appealing to editors? 3. What are the purpose and format of a case study and its value to a company’s overall marketing mix? Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-24 Reflection Questions (cont’d.) 4. Discuss the sources of speaking opportunities available to experts and how marketers need to support them. 5. What is source filing and how does it differ from other MPR activities? 6. What are the marketer’s responsibilities in selecting and preparing company experts for interviews? 7. What are the elements of a properly executed interview? Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-25 Practice Portfolio Practice Portfolio Write a case study for one of the products or services that your company provides. Choose a connector from your list and explain how you would prepare one of your company’s executives or experts for an interview with this connector. Include the following: a. A written description of the connector and her medium to give the interviewee an understanding of the style and tone of the interview b. A list of ten likely questions and their answers c. A summary of facts, statistics, quotes, and anecdotes to be used during the interview Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall