Posts Tagged ‘CMP Media Cafe’

How Much Does Product Placement Cost? Infographic Provides an Easy Overview

May 30, 2017

Have you ever wondered about how product placements work on television shows and in movies? If you have seen a brand product in a TV show or film, you can bet that it’s no accident and that there was a deal done to get that product placed in the scene.

Well, my company, CMP Media Cafe, helps our clients, brands, and services, get featured in broadcast media via television talk shows, lifestyle programs, newscasts, and radio. We use earned media placements and integrated marketing strategies including sponsored content, but there are many other ways to get featured inside of episodic programs, daytime shows, and even films via product placement.

The costs for product placement are like comparing apples to oranges since there are so many variables, each brand has different goals, and each production has different offerings.  In fact, there is not one single strategy or rate card for what the budget investment will be since each production is unique in its content creator team, distributor, cast and of course, storyline.

However, Hollywood Branded has created an at-a-glance infographic along with an informative blog post that will give you an overview of all that is involved in product placement costs, including single one-offs to comprehensive programs.   Read more about how much product placements cost.

Infographic Courtesy of Hollywood Branded.

So, if you want to learn more about to get your brand or client featured on television, feel free to connect with me and we can explore the best strategies to help you achieve results.

Peace and coconuts,

Marianne Schwab, Executive Producer, CMP Media Cafe

Follow us on Twitter:  @CMP_MediaCafe

 

 

 

 

 

 

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Four Things You Must Know Before You Pitch a TV Talk Show or News Program

May 24, 2017

One of the biggest mistakes that P.R. pros make when it comes to pitching TV talk show, lifestyle and news format program is that they don’t think like a television producer or reporter. In fact, this single issue is the key to success when it comes to increasing your results that land your client on the air.

Here is an excerpt from my book, The Insider’s Guide to Media Training, that outlines the four things you must know before you pitch:

Your interview booking success rate will take a curve upward when you study and understand the differences among the talk shows and news programs you pitch to with your media alert. In addition to everything else that we discussed so far, this is one of the biggest secrets to getting booked on TV and if you skip this step, your efforts will tank. Here are four things you absolutely must know before you pitch to a television producer.

#1. Know the Show You’re Pitching. When I was a producer on daytime talk shows, I think one of the most annoying aspects of my job was when I would receive pitches from publicists (and other professionals who should know better) that had no clue what the show was about. I’d often find that I was getting pitched a Jerry Springer Show sort of segment when I was working on a light celebrity interview and how-to-segment driven show, Live with Regis & Kathie Lee. Some shows showcase doom and gloom, but others opt for fun and fluff so don’t get egg on your face and ruin a valuable relationship with a producer by wasting their time with a pitch that is not suited for their show.

I remember many times during my days as a producer that a publicist managed to get me on the phone and then proceeded with a pitch that was not appropriate for our show format. I’d ask them if they watched the show I produced. They would usually respond with, “No, I work during the day so I cannot watch your show.” I’m sorry, but that’s no excuse since this was when it was already quite easy to record programs. A day job should never have prevented a professional publicist from studying the show they pitched in hopes of getting their client booked as a guest.

There are many reasons to understand the different types of talk shows when you want to pitch your idea to producers. The number one reason is that you don’t want to waste their time if the story angle you’re pitching is not appropriate for their show.

You can go to my website at MediaTrainingGuide.com and get a free bonus containing a downloadable list of current national network and syndicated talk shows, with short descriptions of the shows and links to their websites, to make this easy for you. When you are forging your media plan, you should make a point of watching at least one to two episodes of the shows you feel would be a good fit for you and your message.

#2. Know the Format of the Show You’re Pitching. Talk shows and lifestyle programs come in all shapes and sizes. There are LIVE daily shows, taped shows, tape delayed shows, shows that tape daily, shows that tape two shows a day for three days straight, hour-long shows, half-hour-long shows, celebrity driven shows, issue driven shows, segment driven shows, trailer trash shows, and the list goes on and on.

In addition, you should know the length of the show. Is it thirty minutes, sixty minutes, ninety minutes, or two hours? There are some morning news programs that are four hours long. You should also take a look at the type of stories the show is producing based on the hour of the day. For example, the national morning shows tend to focus more on hard news stories in their first hour and then lighten it up in the second hour. If they have a third hour, they’ll typically make that hour more lifestyle oriented, but those are not steadfast rules so you need to really study each show carefully.

#3. Know the Audience of the Show You’re Pitching. The variety of talk shows in the marketplace is reason enough why you should clearly know the show your pitching – its scope, its nuances, not to mention the ever-changing formats. The shows also have different viewer demographics, and producers are under constant pressure to appeal to their particular audience of viewers, whether they be career professionals watching before commuting to work, stay at home moms, etc. Also, keep in mind that viewers in today’s world include people tuning in on multiple devices such as mobile phones, tablets, iPads, laptops, and desktops. Then segments from the show are often shared via social media.

#4. Know Who To Pitch. After you have all your ducks in a row it finally comes down to knowing who to pitch at a show. In general, your best bet is going to be to get the name of a producer. This is where it gets tricky because it’s getting more and more difficult to find out who’s who, but I have an easy secret. Every Friday, most shows run long credits that include their entire staff. Set your DVR to record the Friday programs and then review it to write down the names of producers. Now, you may have to do a little Googling to figure out email addresses, but you can always send your pitch via snail mail as a start to the mailing address of the show.

Finally, do not mass mail every producer on the show. Start with one and if you don’t get a response or can’t get them on the phone to pitch them, then move on to the next name. Keep pitching until you get an answer. Never give up because sometimes even with a good pitch, it’s just a matter of timing. I used to hold on to good pitches and when the “stars aligned,” we’d book the segment.

I hope you’ve learned a lot from this excerpt from my book, The Insider’s Guide to Media Training, available on Amazon. In the book, I share behind-the-scenes insider secrets on how to get booked on television shows that even P.R. pros don’t know. Also, if you provide media training services to your clients, this is a great guide to tips on how to ace on-camera interviews.

Peace and coconuts,

Marianne Schwab, Executive Producer, CMP Media Cafe

Follow us on Twitter:  @CMP_MediaCafe

Marianne Schwab is the author of The Insider’s Guide to Media Training and the go-to broadcast media expert to show you how to get booked on TV and ace your on-camera interview. Her producer credits include Live with Regis & Kathie Lee, Lifestyles of the Rich & Famous, Runaway with the Rich & Famous, E! Entertainment Television ON E! Specials, and many more. She has worked in broadcast for over 25 years and is currently the Executive Producer for CMP Media Cafe — a company specializing in broadcast public relations where she provides customized media training services for clients.

Copyright © 2017 by Marianne Schwab. Excerpt reprinted with Permission.

All Rights Reserved.

Checklist for a Successful Satellite Media Tour Production

May 17, 2017

Satellite Media Tours (SMTs) have been around for several decades and even with all the new bells and whistles in the P.R. tool box, they are still one of the most effective ways to make a big media splash with TV (and radio with the SMT/RMT hybrid) in a five-hour span of time.

CMP Media Cafe SMT on location in Oahu.

An SMT is a series of pre-booked interviews conducted via satellite with a spokesperson in one city and television station reporters in selected cities across the country. The spokesperson speaks from one location in our Los Angeles or New York studio (or any studio or location in the country or around the world) and we electronically switch the spokesperson in sequence from one station to another, conducting live or taped one-on-one interviews with local reporters. In essence, a spokesperson can visit 15-to-25 cities in a matter of hours and this gives your company immediate access to the news media.

Once you’ve determined the basics for your SMT including your story angle, spokesperson, and have a booked tour, here are a few tips to guarantee a successful satellite media tour.

The Day Before the SMT – Checklist

The devil is in the details and the day before the tour is all about the spokesperson and a studio set check.

For the Spokesperson. There are five essential items that you need to do prior to the SMT. If you haven’t addressed these key ingredients prior to this date, this is the final opportunity.

  • Invest in Media Training.  I highly recommend a media training session. You are investing a significant amount of budget into the SMT and going that little extra on the budget is like insurance. Even if you have an experienced spokesperson or celebrity, they need to prep for THIS message. Not convinced? We have five questions to ask about media training that are a must read. We offer media training services. In fact, I’ve even written a book on it: The Insider’s Guide to Media Training.
  • Discuss Wardrobe Options.  There are specific rules for dressing for television so do not rely on your spokesperson to “show up” in a wardrobe you find pleasing or that represents your brand. There is a lot to this topic so please download this free wardrobe and make-up tip sheet that I offer as a bonus to readers of The Insider’s Guide to Media Training.
  • Confirm a Professional Make-Up Artist. We provide a professional make-up artist for all of our SMTs as part of our package. You need someone who understands the art of applying make-up for TV since it is different from other specialties. We work pros who have provided services for A-list celebrities, but if you have a celebrity spokesperson, they may want to hire a specific make-up artist so definitely ask them well before the date of the SMT if this is a preference. Also, make sure you confirm the rate for a specific make-up artist since the rate may exceed the “going rate” for SMTs and that budget needs to be approved so you’re not dealing with any surprise overages.
  • Prepare Cue Cards for Main Message Points. Even the most experienced spokespersons occasionally need to reference cue cards. In the situation of an SMT, there is a lot of deja vu happening when a spokesperson repeats the same interview up to 25 times so cue cards should be prepared to help guide them. I like to recommend that the spokesperson prepares their own since they are working with the messaging in their own words, but it is essential that these are CUE cards and NOT the script on cue cards. You can also work with them to provide them if they do not want this responsibility. You don’t need special materials for this. It’s easy to just print them out on a regular paper (use Landscape/Horizontal printing).
  • Ask About Catering Requests. Our SMTs always include a catered hot breakfast and in the era of “special needs eaters,” don’t forget to ask your spokesperson if they any special requests (or dietary restrictions) for catering. You don’t want a cranky spokesperson because they’re missing their favorite breakfast food or latte. Communicate any special requests to your SMT producer.

Visit the Studio and Set.  If the set has special requirements including props, always visit the studio and approve the set the day before the tour. This is generally done in the late afternoon (between 3pm to 5pm) since the studio will have other projects using the space prior to that time. Your SMT producer can make special arrangements, if needed, for earlier access. Make sure that any imperative props that are shipped arrive two days before the SMT and always have a contingency plan. If it is not an option to visit the set, request that the producer email photos of the set to you in advance so they can make any adjustments in advance (if necessary).

Plan On an Early Night.  Most SMTs require a 5:00am or 6:00am arrival or call time (that’s on the East Coast) and three hours earlier for the West Coast, so plan for an early night so you’re well rested. Also, confirm a car service or know your route the studio in advance.

 

The SMT Production Day – Checklist

If you have done your work the day before, then the day of production is an easy one so you can arrive at the studio, greet the spokesperson and while they’re in make-up, you can grab your breakfast in the green room.

Brief the Spokesperson. While the talent is make-up, take the opportunity to review the messaging for the day and ask them if they have any final questions. If you have new information that may help them (like a breaking news story reporters may ask about), prepare them with an appropriate response and way to pivot back to messaging.

Set the Cue Cards. Work with the producer to get the cue cards set for the Spokesperson for messaging. If a teleprompter is available, we put the info regarding the name of the anchor, station, and market so that the Spokesperson has an opportunity to personalize each interview. If a teleprompter is not an option, the small cue cards will do the trick and the cameraman will usually change them out between interviews.

Technical Rehearsal. I always schedule a technical rehearsal with the spokesperson at least 25 minutes before our first SMT interview (or hit). This gives the talent an opportunity to get warmed up and the control room can fine tune any tape roll-ins so that the b-roll will match the messaging or camera operators are clear on what their framing will be (if it’s a two camera SMT). Finally, this is your chance to help the spokesperson polish any final messaging. Watch their body language and make sure they are not slouching, fidgeting, or touching their hair (or other nervous gestures) and make them aware of it so they can self-correct.

Pay Attention to Each Interview.   It’s very easy to get distracted during a long SMT with emails and other business, but don’t do it. Follow along with each interview since no one knows the messaging better than you do and if the Spokesperson gets off message or gets thrown a curve ball with an interview, be ready to assist with any redirection. Keep in mind that your attitude and energy will directly impact your spokesperson, so supportive and excited when relaying feedback on messaging. It’s also best to have only one person in charge of communicating feedback so that the Spokesperson does not get rattled by too many voices. Determine with the SMT Producer how you want to handle this in advance. High energy is a must so keep an eye out to ensure the talent doesn’t start to fade or lose any steam in the middle of a tour. Finally, take notes about particularly good interviews that you may want to get as airchecks.

Document and Share on Social.   Take the opportunity to take lots of photos and short videos for social media channels. Get posed shots as well as some candid looks from behind-the-scenes. Keep it fun and light. You may want to have some tweets and posts preplanned and in your back pocket as well as short video tweet ideas (think in 9 seconds or less), snapchats, and Facebook live with a sneak peek behind-the-scenes in real-time. Promote the live events the day before and, if you’re working with a celebrity, ask for questions in advance and they’ll answer them live on social. Help prepare some witty responses, where appropriate, that weaves in a short plug for your product. Integrating social media into the mix adds even more value to the SMT. You may want to wait until you get your final SMT rundown until you schedule the social media and then plug it into the schedule, but be sure you let your SMT producer know you need this scheduled in.

Stay Calm and Carry On. There are a lot of moving parts during the SMT and even the best-planned events can have a wrinkle or two. If you’re working with a professional team, they’ll handle any unexpected events in a calm fashion.

If you’re considering an SMT for your client or brand, please feel free to contact me at CMP Media Cafe for a free consultation regarding your project.

Peace and coconuts,

Marianne Schwab, Executive Producer, CMP Media Cafe

Follow us on Twitter:  @CMP_MediaCafe

 

 

 

Multimedia News Releases (MNRs) Are Press Releases on Steroids That Increase Earned Media Results

May 4, 2017

Want to increase your earned media results and make your press release get journalists to sit up and take notice? Well, then you need to turn it into a Multimedia News Release (or MNR). They are press releases on steroids and can increase earned media results dramatically. In fact, 71% of journalists need PR pros to provide more multimedia content according to a recent survey by Cision which also uncovered that some journalists always (or often) use multimedia elements in their story. The bottom line is they need your visual elements to support your story.

Source: Cision

In case MNRs are new to you, they are a media package distributed through a wire service that includes press releases with multimedia content along with documents, images, video, and infographics or other multimedia elements.

There is no doubt that media consumption preferences of Americans have changed and there is a trend toward mobile readership with a significant uptick in video requirements.  We eagerly consume with our eyes and feast on the latest food and beverage products, tech gadgets, fashion trends, beauty tips, sports gear, and so much more, and multimedia offers a spicy “zing” journalists and bloggers are looking for to make content come alive.

In response to these trends, journalists are now catering to this increased multimedia use and PR pros can get a leg up if they implement images, graphics, and video, into their press release strategy. MNRs are the best tools to deliver journalists what they need. By providing multimedia content, you can increase your earned media opportunities and provide more engaging stories to the consumers you want to reach with your brand.

When you use an effective earned media strategy, MNRs can provide an opportunity for you to tell newsworthy stories in a variety of formats. You can also build brand credibility, educate, entertain, and, ultimately, drive business forward with your targeted consumer audience.

Source: Cision

With thousands of news releases being distributed every day, your story needs to grab the attention of journalists and newsroom decision-makers. By incorporating multimedia elements like photos and videos you can get traffic bumps of up to 77% according to some sources. If you’re looking for opportunities to reach a broader audience and drive more views, then an MNR is a powerful way to do this since the content can be shared on blogs or across social channels in addition to broadcast, thereby spreading a release’s main messages even further.

Creating multimedia news releases are a smart PR tactic and here are some guidelines to consider when producing content for your MNR:

#1 – Start with an attention-grabbing headline. Journalists cited press releases and story leads as their #1 most valuable PR resource in a recent Cision study. They scan through hundreds of stories on the newswires and field over 500 emails or more each day, so unless you have written a headline for your story that grabs their attention right away, you are not going to cut through all the clutter. We have five ways to write headlines that will increase your earned media results so you will want to check it out on our blog.

#2 – Write a user-friendly press release. Think like a journalist or blogger when you write your MNR press release and write it (or adapt it) to that style of writing. You must break free of the standard rules for writing press releases to have the most success with a more newsy or friendly writing style.

#3 – Think of your story visually. It’s very easy to get caught up in the written word and not consider images to support your story angle, but it essential that you think about visual storytelling.

#4 – Photos. Visual storytelling is a critical pillar in any effective communication strategy so think about how to support your story with strong images that nail it. Photographs and graphics (including infographics) are the easiest way to bring your story to life. Provide the highest resolution image possible to allow journalists and your audience to resize the media for different channels. Also, your multimedia elements must be yours or be free and properly licensed since you need to provide the images for free and unrestricted use.

#5 – Videos. If a picture paints a thousand words, then video paints a million. With today’s access to easy video production and editing tools, you don’t need a video production expert to create a good video, but you may want to hire a consultant to guide you through the process who has newsroom sensibilities and experience. We’ve produced high-quality news-style videos on a minimal budget using high-resolution photos and edit moves (i.e. push, pull, pan, zoom) combined with sound bites and/or just a simple voice over. Here are a few video tips to be successful with production and earned media results:

  • Less is More: 60 seconds or less is a general ideal length for videos and 30 seconds is even better so your script needs to be concise since most viewers have a very short attention span. According to Ad Age, you will lose 33% of viewers by 30 sec, 45% by 1 minute, 60% by 2 minutes, so you can see how important an experienced content producer is for helping you develop your video.

Viewer Engagement Research by Visible Measures

  • Think ahead: Before you edit or shoot, you need to develop a script and/or a storyboard to ensure your message comes across as you intended. In the case of a real-time, live-streaming event, your featured “player” should have some newsworthy sound bites prepared that compliment or reinforce your message.
  • Turn quotes into soundbites. While reporters typically like to conduct their own interviews, they will often grab a quote from a release or a soundbite from an MNR if they’re under a time crunch. Make your sound bite of choice even more appealing to reporters/bloggers by giving them a video file to embed with their article. Also, make it memorable and newsworthy (or don’t bother).
  • Be creative but don’t overdo it: If you notice the directing, it is bad directing. It’s okay to be creative if that’s part of your industry, then go for it, but don’t do fancy camera moves that make the audience notice the camera move more than what is being said. You can use extreme angles to create a dramatic effect but only if it makes sense for your story.

#6 – Make it social media friendly. Think about how your MNR and elements can be shared across social media channels including YouTube, Twitter, Facebook, Instagram, Pinterest, and more. If you have a great story, you get even more traction.

#7 – Don’t go it alone. There’s a lot that goes into the content creation of an MNR to make it successful. At CMP Media Cafe, we work closely with our clients to develop the most effective content creation story angle and visual assets including the best MNR distribution package for your brand to guarantee success.

How effective are MNRs? Depending on how the MNR is constructed, the category or industry, and newsworthiness of the story, it’s not uncommon to see reach results hit 75 million UVPMs. If you’d like to learn more, please contact CMP Media Cafe.

Perhaps we can officially declare text-only press releases a thing of the past because MNRs help make your story more attractive and easier for reporters to access the content they need.

 

NOTE: Cision’s annual survey of more than 1,550 North American journalists and influencers reveals key findings on how journalists use news releases and multimedia to tell better stories. According to the Cision 2017 State of the Media Report, when communicators pair compelling messages with rich formats like photos, videos, social media posts, infographics and data, they can drive better and more accurate coverage and increase earned media opportunities.

Peace and coconuts,

Marianne Schwab, Executive Producer, CMP Media Cafe

Follow us on Twitter:  @CMP_MediaCafe

 

Five Questions To Ask About Media Training Your Spokesperson Before Your Next SMT or RMT

April 14, 2017

Media training your spokesperson for broadcast appearances on TV and radio (including satellite media tours) is often a service that is neglected or performed in-house at publicity agencies.  Before you make an investment in a spokesperson, spend time booking interviews, or engage a company to produce a SMT or RMT, there are five questions you should ask to determine if you need to add specialized media training services to your campaign budget.

#1.  We are paying a high fee for the spokesperson. Why should we spend additional budget to media train them? Even the most experienced spokesperson needs to rehearse and prepare for each on-camera appearance and specific client message. No one “wings it” and nails it. Clients invest a significant amount of budget in spokesperson fees and a public relations campaign (especially ones involving a satellite media tour), but all that can fall apart if the spokesperson’s delivery is not fine tuned for a flawless delivery for their multiple interviews. The investment in media training protects the investment in the SMT and Spokesperson to maximize on-air success.

#2.  Our spokesperson has a lot of media experience and is on television regularly. Why would they need media training? Depending on your spokesperson’s background or expertise, not all media experience is the same. Actors, celebrities, and experts also don’t have experience with the client’s specific messaging so they need to be professionally media trained so that they ace the on-camera interview(s) for the client.

ACTORS (CELEBRITIES): Actors always work from a script and need to be given exact message points, but also need training and rehearsal on how to deliver a client message in a sincere way that doesn’t feel canned or memorized and that viewers will find authentic.  They also need to be trained on how to handle curve balls when interviews don’t go as planned so that they stay on message and avoid creating a P.R. disaster (for them or the client).

CELEBRITIES (NON-ACTORS): Celebrities who are non-actors include reality show stars, chefs, book authors, bloggers, social media sensations, etc. They do not have experience being interviewed on-camera in the SMT format and need media training to master the client message plus handle unexpected questions so that every interview is a home run.

EXPERTS / BOOK AUTHORS (NON-ACTORS): An expert makes a great spokesperson because their professional experience and credibility makes them a book-able guest, but most are not comfortable in front of a camera and are very new to delivering a client message. Media training prepares them to handle every interview with confidence that is important for gaining viewers trust.

Nothing will kill your spokesperson’s on-camera credibility more than verbal fossils (i.e. “ah,” “um,” “uh,” “well,” “so,” “you know,” “er,” and “like” ).   They are distracting, weaken the message, and frankly, make you sound bad. As with other nervous habits, they’re probably not aware that they do them.

They need to learn do’s and don’ts or they could derail their credibility and how to:

  • minimize ahs, ums, and other verbal fossils.
  • avoid wasting precious airtime rambling.
  • deliver a structured message for the three minute interview.
  • segue from questions back to client messaging.
  • how to pivot.
  • handle curve balls.
  • deliver the client message in a way that does not seem too commercial.
  • deliver the message authentically.
  • understand exactly what the client expects.
  • balance the questions and weave in the client message.
  • look at the camera to engage with a reporter that they cannot see.
  • handle technical issues if the IFB drops out or they’re getting audio feedback.
  • manage nervous habits and mannerisms.
  • answer questions and how not to answer questions so that they look good and the client looks good.

#3.  Our celebrity spokesperson doesn’t think they need media training. How do we persuade them to do it? First, it should be in their contract as part of your spokesperson arrangement. Second, it is important for the celebrity’s image to always look their best on-camera so media training is insurance that their personal brand and image is protected. Protecting your brand is equally important.

#4.  Our P.R. agency already provides media training services. Why should we contract services outside of our own agency?   Many P.R. agencies do a great job of preparing spokespersons for certain appearances, but the problem is that the agency media trainer has tunnel vision regarding their client’s messaging and the spokesperson is prepared to deliver the message in a such a way that is over commercial and this can really turn producers off. They’ll cut the client message out of the interview (especially if it’s taped). Also, they don’t media train the talent from a producer’s perspective.

#5.  What is the benefit of having a TV producer media train a spokesperson? Nothing can compare to having an experienced TV producer media train your spokesperson. They’ve spent hundreds if not thousands of hours in control rooms coaching on-air talent through IFBs, diligently watching TV monitors to help the talent make adjustments so that their on-camera delivery comes across flawlessly. You want a producer’s keen eye, innate sensibilities, and experience to fine tune every nuance of your spokesperson’s delivery so that they nail your message and every interview.

If you’re investing a significant budget for a public relations campaign into a satellite media tour, but fail to train your on-camera spokesperson, your brand could be damaged and your investment wasted.

Marianne Schwab is the author of The Insider’s Guide to Media Training and the go-to broadcast media expert to show you how to get booked on TV and ace your on-camera interview. Her producer credits include Live with Regis & Kathie Lee, Lifestyles of the Rich & Famous, Runaway with the Rich & Famous, E! Entertainment Television ON E! Specials, and many more. She has worked in broadcast for over 25 years and is currently the Executive Producer for CMP Media Cafe — a company specializing in broadcast public relations where she provides customized media training services for clients.

Follow us on Twitter:  @CMP_MediaCafe

 

 

 

 

 

 

 

 

Are You Over Paying for Television Airchecks? CMP Media Cafe Has a New Discount Service for U.S., Canada, & U.K. Broadcast TV Clips

October 14, 2015

WKYC EMILY KAUFMAN THE TRAVEL MOM -LinkedIn

Generating media buzz for our clients is what the power of public relations is all about. Getting your product and client mentioned or featured in television news, lifestyle and talk show programs is the Holy Grail of public relations success and an aircheck of the TV clip is the undisputable trophy of achievement. Unfortunately, the price tag of a single aircheck has always been high (approximately $100 to $175 each) and the cost of securing multiple airchecks from traditional monitoring services can add up quickly and be astronomical to purchase.

CMP Media Cafe has a new competitively priced and low cost digital solution for public relations, marketing and corporate communications professionals. Digital files of TV segments can be obtained through our company for a cost that is significantly lower than what most monitoring services are currently charging and we now provide broadcast archive clips to clients for $79 per digital aircheck with additional discounts available for purchases of five or more airchecks in the same order.

National and International Airchecks. We currently monitor TV coverage of all local TV markets and national broadcasts in the United States, Canada, and the United Kingdom including all major U.S. network affiliates of ABC, CBS, NBC & FOX and MyTV and others in select markets including the BBC and ITV. Clips from cable news programs, cable talk shows and programs, syndicated programming and audio clips from over 100 radio local and national radio outlets are also available and most clips are available for digital delivery within hours of airing.

How it Works. If you know where and when your client or product mention occurred, then simply contact me at CMP Media Cafe [(213) 986-8070] and provide the following information:

  • Type “Aircheck Request” in Subject Line of Email
  • Channel Number
  • Station Call Letter (or Cable Outlet)
  • Broadcast Date
  • Broadcast Time
  • Name of Program
  • What the Story Was About
  • Keywords (Names of People Interviewed, Topic, Product Name, Etc.)

Once we locate the program and verify that it is the correct clip, clients pay via Paypal and the clip is delivered for download to your email address.

Digital Delivery is Quick and Easy. Same-day service for broadcast news, lifestyle and talk show programs is available from most national markets. We do recommend that you contact us within two weeks of the program airing since most clips are only in the system for 30 days (with some exceptions).

Your digital aircheck is available in a number of digital formats including MP4, MP4-HQ, WMV, WMV-MQ, and we can provide an instaplay link to view it online (with purchase). Your broadcast clip(s) will also the closed captioning transcript(s) (if available) at no additional charge. If you prefer an archive copy, we can ship you a USB Drive of digital files of your airchecks (additional fees apply). We can also provide an edited “Show Open” of the program with aircheck clip for a small additional charge (available on request).

How to Use Airchecks. From breaking news to lifestyle programs, our services provide you with the tools needed for media documentation, media training for company executives, business development and even crisis management. Digital clips ensure that you have a record of every mention related to your organization, clients, competitors and industry – and you can view your coverage soon after it airs, using digital media and convenient online delivery. Many clients edit together their media coverage  to include at trade show presentations, professional conferences, sales meetings, shareholders meetings, and company marketing and management training events.

Important Note: Material supplied by CMP Media Cafe may be used for internal review, analysis or research only. Any editing, reproduction, publication, rebroadcasting, public showing or public display is prohibited. Client may contact media outlets directly to secure permission to use the aircheck(s) on a website (or other purpose), but CMP Media Cafe does not provide this service.

Audio Clips from Radio and Spanish Language Airchecks are Available for Select Markets. Audio Clips from Radio are Available for Bloomberg Radio, NPR, and select stations in local markets including New York, Los Angeles, Chicago, Philadelphia, Dallas, San Francisco, Boston, Washington, D.C., Atlanta, and many more top 100 markets. We also monitor select Spanish language stations so we may be able to locate and secure airchecks for you through our broadcast database.

We look forward to providing you with our new discount aircheck service so please contact me at CMP Media Cafe [(213) 986-8070] for your digital media needs.

Peace and coconuts,

Marianne Schwab, Executive Producer, CMP Media Cafe

Follow us on Twitter:  @CMP_MediaCafe

End of an Era: West Glen Communications Closes Its Doors Under Chapter 7 Bankruptcy July 10th

July 17, 2013

WestGlen Communications began in 1970 as a distributor of sponsored 16mm films and as a producer/distributor of news films, the forerunner of video news releases. Their early clients were sponsors of television documentaries who wanted further exposure in the nation’s classrooms.  From those beginnings, they grew to be a leader in broadcast public relations and weathered many of the storms of our industry over the past decade and was on the cutting edge of providing services in the emerging technologies.

WestGlen filed for Chapter 7 bankruptcy on July 16th and their entire staff of employees were let go.  I had heard the rumors flying for weeks from several colleagues that WestGlen was in trouble, but thought they were just that – rumors.  For anyone who worked with them on the production side, we were well aware of behind-the-scenes cash flow issues from time to time, but they always seemed to pull it together and land on their feet.

You may not know that I was WestGlen’s dedicated West Coast Producer since the late 90’s for over a decade producing for them where ever in the country I was needed.  Even after I launched CMP Media Cafe, we still worked together and always had a “gentleman’s agreement” regarding clients.  You may not have known that I produced VNRs, SMTs, PSAs, and more for them since I was their “ghost” on the coast so to speak and worked seamlessly as a part of their organization (not revealing I was a stringer for them and other organizations as well), but I feel I no longer have to wear the “cloak of invisibility” with this recent public announcement.  They knew their clients were in good hands when they assigned projects to me under their company banner and it was my job to uphold their stellar reputation.

BobGreene-MarianneSchwab-June2009I really enjoyed working with their team of professionals on the East Coast and my many interesting assignments over the years that took me into the offices of Governors and the dressing rooms of movie stars to less glamorous locations like the grape vineyards of Coachella east of Palm Springs. But all good things must come to an end, I guess.  The assignments started to decrease around 2006 when they hired some excellent full time producers which had become more economically feasible than hiring “freelancers” and my last project I produced for them was in June of 2009 – a remote satellite media tour with Bob Greene at a supermarket in Thousand Oaks.

I’m sad that this institution in broadcast public relations has shut down after it had managed to hang in there for over four decades.  I have always held WestGlen in high regard, enjoyed our professional relationship and it was an honor to provide them with production services they could rely on.

As they leave a hole in this industry, they will be missed.  I hope you’ll consider letting CMP Media Cafe assist you and your clients to achieve your broadcast campaign objectives in their absence.

Peace and coconuts,

Marianne Schwab, Executive Producer, CMP Media Cafe

Copyright (c) 2013. CMP Media Cafe. All Rights Reserved.

How to Use Socia Media for Public Service Announcements

June 25, 2012

Public Service Announcements are an effective and economical means for delivering the message of a not-for-profit organization or a corporate sponsored goodwill message. Also known as a public service ad, PSAs are a type of advertisement featured on television and radio. The difference is that the objective of a standard advertisement for TV or radio is to market a product, but a PSA is intended to change the public interest by drawing attention to an issue, and encouraging a positive action as a result.

Broadcast television and radio have been a traditional way of distributing PSAs primarily because in the past, it was a way for stations to fulfill FCC requirements that a broadcaster operate in “the public interest.”

Now, thanks to Facebook, YouTube, Twitter, and more, organizations can get creative and spread their message via social media outlets and expand the audience reach outside of traditional PSA distribution channels.

Here’s a smart photo I came across that was not sponsored by any major animal rights organization, but a small animal rescue non-profit, Ruff Love Rescue.  The message was simple, but powerful.

Image

Please note that this photo was never intended as a social media PSA per se, but it’s a great example of how a little creativity with a powerful message can strike a chord in the social media community and go viral. This photo was actually an advertisement from a magazine in the U.K. but the message is transcontinental.

Statistics do show that Facebook users (where I saw this photo) are more apt to share a photo with large print than any other type of photo or status update.  I saw this photo on my Facebook newsfeed.  It caught my eye and I shared it on my Timeline.  I had at least two shares right off the bat and noticed that of the friends that shared it on their Timeline, they also had two shares each.  Do the math.  It’s effective.  At the time that I’m writing this blog, this photo has had a total of 2578 shares from the Ruff Love Rescue “Fan Page” and only 119 likes.  In Facebook currency though, shares are worth a lot more than likes because that’s how things go viral.  They also use the photo description to link to a dramatic USA Today article on Don’t Think for a Minute that Dogs Can Survive in a Hot Car.

So start thinking about how you can communicate your goodwill message in a powerful way by using this technique on Facebook.  This example was dramatic, but humor is also a very powerful tool for creating a memorable message.  Also, think about ideas that will engage your intended audience to relate to your message.  The photo above evokes emotion among anyone who loves pets, so think in terms of how you will engage your audience to care.

Additionally, notice this organization used a great advertisement that was already created and shared it.  You may need to consult your legal department, but social media does allow you to share a lot of these great assets too.

Finally, be creative, but don’t be commercial.  The social community smells a rat when it comes to an overt advert.

We’ll be addressing how to share your PSAs on Twitter and YouTube in upcoming blog posts.  Until then…

Peace and coconuts,

Marianne Schwab, Executive Producer, CMP Media Cafe

Copyright (c) 2012. CMP Media Cafe. All Rights Reserved

Cracking the Code for Top Market Co-Op SMTs

February 7, 2012

Most of the current Co-Op SMT/RMT hybrids will get you on-the-air and in-the-news on television, radio and the internet and have guaranteed placements on one or more nationally syndicated television programs.  They are still one of the most cost effective ways to reach the American audience with your message and no amount of advertising can give your company or product the credibility of an editorial placement, but let’s talk quality: Quality of TV Markets and Quality of TV Production.

Quality of TV Markets

The Problem: You’re certainly aware that it has become increasing more difficult to secure “earned placements” in TV news programs and especially in the Top 50 markets.  Even for broadcast public relations specialists like CMP Media Cafe that have long standing relationships with TV stations, although we do book many Top 50 markets for our Co-Op SMTs, the newsroom environment has had two important changes that our industry has had to roll with:

  1. The FCC scrutiny of content provided by corporate sponsors has resulted in many TV stations deciding to abandon use of the video news release b-roll packages and satellite interviews entirely rather than simply disclosing that they are provided by a sponsor.
  1. The business model for network affiliates has changed due to decreased advertising revenue during the current economy.  This means that where, in many markets, good pitches used to result in booked interviews via satellite or in studio as a public relations coup, stations are now charging for a “sponsored content segment” on their program if a company or product is part of the pitch.  Stations then fully disclose it as a sponsored segment to viewers.

Most Co-Op SMTs already use several sponsored content segments to compliment their earned placement interviews and have done this for several years, but the Top 25 markets have been elusive and cost prohibitive.  As a result,  a small part of Co-Op SMT budgets have been directed  at TV markets between the Top 40 to 90 because they have more affordable rates.  As the trend toward sponsored content has grown, it has started eating up budgets and profit margins for companies like ours.

The Solution: At CMP Media Cafe, we’ve been busy cracking the code on of one of the biggest P.R. challenges of recent years – how to get exposure in the Top TV Markets in today’s testy media environment.  Many markets like New York, Los Angeles, and Chicago will remain next to impossible to book with the Co-Op SMT vehicle, but we’ve secured relationships in other desirable Top 25 markets like Philadelphia, Washington, D.C., Atlanta, and Phoenix, to name a few, in order to give our clients the highest quality broadcast public relations product.

Since the beginning of this new hybrid of broadcast public relations, our company budget for these types of placements has increased over 400% from a few years ago when our only guaranteed placement was on one of two nationally syndicated programs, Broadcast News in 30 (Formerly ANN) or Newswatch.  This means that approximately 20-25% of our Co-Op SMT budget is now dedicated to ensuring our clients get the results they desire and on high quality nationally syndicated programs like The Daily Buzz.

The Cost: We’re definitely able to secure earned placements on several top quality TV markets with our pitch angle, but many of the Top 50 markets will simply not take satellite interviews unless they are paid for by the sponsor.  In order to secure quality markets that only take paid placements, our company has raised it’s Co-Op SMT client participation fees in order to provide a higher quality product and continue with our client pleasing business model of limiting participation to just four clients (and going on-the-air with a minimum of two clients although we don’t meet our margin.)

We understand that there are several Co-Op SMT companies to choose from that also offer what may seem to be a more attractive fee, but understand that several companies crowd a segment with four to five products into a two-and-a-half minute interview (and some products won’t get on the air as a result).   That’s a risk we don’t want to take with our clients.

Quality of TV Production

The Problem: Clients spend a lot of effort finessing the verbal message of a feature on a Co-Op SMT but have little control over the quality of production and the look of the product on-the-air.  As a former network television producer, I’m confused by the lack of quality sets and lighting I see being produced by other companies.

The Solution:  The visual representation of your client’s product positioning should be just as important as the verbal representation and CMP Media Cafe has the highest broadcast standards.  We hire experienced media savvy spokespersons to deliver your message in a natural friendly presentation, provide network quality sets and set dressing, have network quality lighting, and provide a high quality live shot for TV stations.  Unfortunately, some companies skimp on the visual look of the set and that then reflects poorly on the featured products.

I’m sure you’ll agree that we all want what’s best for our clients.  We’ve cracked the code on how to provide a Top TV Market tour but that comes at a price that our clients have to be open to paying for in order to secure the highly coveted Top 50 television markets.

But here’s the big question:  Would you rather pay a little more to be featured in a Co-Op Satellite Media Tour (SMT) that limits participation and get into the top TV markets you want with a network quality produced feature or pay less to be crowded into a Co-Op SMT feature with a mediocre TV market list, lots of radio hits and a set that looks like a “leased access” cable production?  It really comes down to dollars and sense.

Peace and coconuts,

Marianne Schwab, Executive Producer, CMP Media Cafe

Copyright (c) 2012. CMP Media Cafe. All Rights Reserved.