Kathleen Monahan Feet Size, Family, Eye Color, fees per movie, Wiki, body stats, Real Name, Profession

pushes in February, realize that youÆre competing with the Super Bowl, GrammyÆs and Oscars. Even if youÆre local and on a smaller scale, thereÆs an annual cycle that you need to take into consideration. Elizabeth: There are things you should plan around, unless you can relate your topic to these things. Fritz: The other thing is for clients to understand the difference between the story and how itÆs pitched. We had a client who shot themselves in the foot by not allowing us to let the media ask them about a particularly hot topic û itÆs got to be about what the public wants, not what you necessarily want to say. Kelly: So what should a small company budget for PR if they want to build a regional presence? Fritz: ThatÆs a great questionàand again, it depends on whom youÆre trying to reach. You need to look at the scope of what you want to do. WhatÆs your dream list, and then scale it back and budget realistically. Come up with smart PR dollars, and donÆt waste your investment. So television interviews may not be needed, when radio will be more effective. Kelly: LetÆs talk about radio in a minute. But first, what are SMTs and VNRs...and why are they beneficial to PR campaigns? Fritz: A Video News Release (VNR) is a pre-packaged news segment. It looks like anything youÆd see on local news û with a reporter in the field, a voiceover, and itÆs edited just like news. You then send that to any newsroom and they can pop it in, just like any news piece. So instead of the station having to come out and cover your story, youÆre saving them the expense and time. News production has become so much more expensive and producer workload has tripledàso this really makes sense because youÆre making their life easier, as long as itÆs a balanced piece. You can even do a specific style for a specific network. The SMT is a Satellite Media Tour. This is doing a series of interviews in a studio, with a satellite uplink that connects to any affiliate in the country, with a reporter doing 2-3 minute interviews. YouÆll hit one- to two-dozen markets in a couple of hours, which would have cost you far more in travel, lodging, downtime, etc. Smaller companies donÆt tend to go this way (thereÆs a cost of entry starting at about $12k), but once you figure out what it can do for you on a national scope, the dollars make sense. You can also use it for local and regional markets, targeting only those audiences you want to reach. Elizabeth: Yes, if you want to launch something within a state

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