• Mktg SIG: Broadcast PR Monday, August 11, 2003 - 06:30PM
    Mitchell Park Community Center 3800 Middlefield Road
    (between Meadow Drive and Charleston Road)
    Palo Alto, CA
    Marketing & Social Media

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Mktg SIG: Broadcast PR

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Description

  • It's Not Just for Big Companies!
     

    Presenter

    Sheri Baer(bio), Broadcast Director - The Hoffman Agency

    Presentation Overview

    Broadcast PR -- It's Not Just for Big Companies

    When planning their publicity programs, many high-tech companies fail to take advantage of one of the most powerful tools available: broadcast media. There are many reasons for this:
     

    • Broadcast media are still perceived as being available only to 'the big guys' -- multi-million-dollar companies
       
    • Get Ready for Prime Time: learn what to expect in a broadcast interview, and how to deliver your key messages with confidence.

      You'll learn key strategies and tactics for getting the most out of what one of the most powerful and under-utilized PR tools: broadcast media.

    • Many Public Relations (PR) professionals are familiar with print and online media, but lack understanding of broadcast media, and shy away
       
    • Company representatives are often uncomfortable in front of the camera, and perceive interviews as risky activities
       
    • PR managers think they don't have the materials that they would need to deliver to a broadcast station
       
    • Every company has a press kit, but many don't know how to assemble the basic tools for broadcast outreach

      In this interactive session, TV pro and PR expert Sheri Baer will deliver helpful advice on to exploit this powerful medium for maximum benefit. Drawing from her experience working on both sides of the camera, Baer will provide valuable insight into what it takes to tell a story, and what it takes to sell a story. She will teach you how to:
       

    • Think Like a Producer: assess stories for news value and craft compelling content
       
    • Be a Matchmaker: match what you have to offer with what broadcast journalists need, and learn to speak their lingo
       
    • Deliver the Goods: put quality content into your b-roll tapes, instead of wasting money on flashy extras like graphics, music, and narration
       

    Get Ready for Prime Time: learn what to expect in a broadcast interview, and how to deliver your key messages with confidence.

    You'll learn key strategies and tactics for getting the most out of what one of the most powerful and under-utilized PR tools: broadcast media.

     

     

    About the Presenter

    Anchor

    Sheri Baer

    has 18 years experience in the broadcast industry. After earning a B.A. in Journalism from the University of Oregon, she worked as a news writer and reporter for network affiliate stations KATU-TV in Portland, OR; KVAL-TV in Eugene, OR; KPIX-TV in San Francisco, and KGMB-TV in Honolulu. After seven years of hard news experience, Baer honed her storytelling and video production skills at News Travel Network in San Francisco, and joined The Hoffman Agency in 1998.

    In her position as broadcast director for The Hoffman Agency, Baer applies her in-the-trenches experience with broadcast news and production, and adds strategic PR counsel and know-how. She delivers broadcast services designed to elevate corporate and CEO visibility, including executive broadcast training, broadcast media outreach, and b-roll and video news release (VNR) production.

    Under Baer's direction, The Hoffman Agency has secured extensive network, cable, and local television market coverage for clients ranging from Hewlett-Packard, Quantum, and National Semiconductor to Novalux, Chordiant Software, and think3. Baer's career highlights include Mercury Excellence and Creativity in Public Relations Awards for corporate VNR production, and her credits include nationally syndicated news inserts, educational videos, and programming for The Travel Channel and The Discovery Channel.

     

    Event Logistics

    Location

    Mitchell Park Community Center
    3800 Middlefield Road
    (between Meadow Drive and Charleston Road)
    Palo Alto, CA

    Agenda

    6:30-7:00pm registration/networking/refreshments
    7:00-7:20pm announcements and introductions
    7:20-8:30pm presentation and discussion
    8:30-9:00pm wrap-up/networking
     

    Cost

    $15 at the door for non-SDForum Members
    No charge for SDForum members
    Please call 408.494.8378 for student memberships
    No registration required

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