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

3. 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”

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

5. 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?

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

7. 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.

8. 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.

9. 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 

10. 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 

11. 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 

12. 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

13. The Basics I.Story development II.Gathering materials III.Assessing a media target IV.Executing a placement V.Moving Beyond Financial Media

14. STORY DEVELOPMENT

15. 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?

16. GATHERING ELEMENTS

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

18. ASSESSING A MEDIA TARGET

19. KNOW THE MEDIA YOU NEED TO REACH  Have the basics in place: FMedia list in place FWhich media to call for which stories FProfile of media outlet/journalist FRequirements for different media e.g. print vs. broadcast vs. new media

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

21. EXECUTING A MEDIA PLACEMENT

22. 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

23. 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

24. 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 spark media interest

25. MOVING BEYOND « THE USUAL SUSPECTS »

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

27. 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