PRESSDOPE BY SPIRIT OF 608 CHOOSE YOUR NEXT Media Moment WWW.EUSS.EDU
INTRODUCTION TO THE WORKSHEET A QUICK OVERVIEW Whether you’re new to media outreach or reviving a PR strategy you’ve had in place for years, you’re going to need clearly defined media moments to work toward and plan around throughout the year. Use this worksheet to quickly define four major media moments you’ll implement over the next four business quarters. This is meant to be a quick process. Spend no more than 30 minutes on this. MEDIA MOMENTS | PRESSDOPE BY SPIRIT OF 608
GETTING STARTED WHAT IS A MEDIA MOMENT? What counts as a major moment? Many things: STEP 1 WHAT MAJOR New collections MOMENTS DO YOU Key product or service launches Speaking engagements or media ANTICIPATE IN appearances YOUR BUSINESS IN Collaborations 2017? Publications you will release this year Other original content you will release this On the next page, list everything that year comes to mind as a possible reason Events you are hosting to contact the press based on what Major events you are participating in you currently know about the year Store openings (brick-and-mortar, online, ahead in your business. pop-ups) MEDIA MOMENTS | PRESSDOPE BY SPIRIT OF 608
WORKSHEET 1 CREATE YOUR BIG LIST OF POSSIBLE MEDIA MOMENTS MEDIA MOMENTS | PRESSDOPE BY SPIRIT OF 608
STEP 2 WHAT ARE YOUR TOP TWO BUSINESS GOALS THIS YEAR? LIST ONLY YOUR TWO MOST IMPORTANT BUSINESS GOALS. WHY THE LIMIT? GETTING SPECIFIC MEANS YOUR MEDIA OUTREACH IS DESIGNED TO CONTRIBUTE TO THE SUCCESS OF YOUR BUSINESS. Hint: This typically a number goal tied to monthly revenue or customer growth. But if you’re stable with revenue and growth, it might also be a strategic goal such as securing a book deal, participating in industry conferences as a key speaker or focusing on a new market. USE THE NEXT PAGE TO LIST YOUR GOALS MEDIA MOMENTS | PRESSDOPE BY SPIRIT OF 608
WORKSHEET 2 LIST YOUR TOP TWO BUSINESS GOALS HERE MEDIA MOMENTS | PRESSDOPE BY SPIRIT OF 608
STEP 3 WHEN YOU LOOK AT YOUR TOP TWO BUSINESS GOALS, WHAT NEEDS TO HAPPEN TO GET THERE? SURE, PLENTY OF THINGS. YOUR JOB NOW: DISTILL THEM INTO 3-4 CORE OBJECTIVES: HINT: THEY ARE USUALLY THINGS LIKE: -More monthly reoccurring revenue -More email list subscribers -Social media growth -Partnerships with the right people and organizations -Hiring and team management MEDIA MOMENTS | PRESSDOPE BY SPIRIT OF 608
WORKSHEET 3 LIST CORE OBJECTIVES NEEDED TO REACH GOALS MEDIA MOMENTS | PRESSDOPE BY SPIRIT OF 608
NOW WE GET TO THE FUN PART! TO RECAP: PICK 4 ITEMS FROM STEP 1 THAT WILL DRIVE WHAT YOU LISTED IN STEP 4 STEP 3 SO YOU CAN ACHIEVE STEP 2. Look at your core objectives from Worksheet. Now go List those media moments on back to Worksheet 1. Select four the worksheet on the next potential moments from Worksheet page. 1 that you believe are most likely to help you meet Worksheet 4 objectives and, by extension, the business goals you listed in Step 2. MEDIA MOMENTS | PRESSDOPE BY SPIRIT OF 608
WORKSHEET 4 LIST 4 MEDIA MOMENTS MEDIA MOMENTS | PRESSDOPE BY SPIRIT OF 608
STEP 5 DECIDE WHAT TIME OF YEAR WILL THESE FOUR EVENTS OCCUR? If you have one per quarter, then you can stop here. If not, you’ll want to consider adjusting your calendar to spread your major media moments out more strategically throughout the year. But in many cases, the timing is completely or partially beyond your control. If you run into this problem, there’s no one-size-fits-all solution. This is a media strategy, not a mumu, obvs. So what to do? Visit the PressDope Ask A Media Pro section and pose your questions. We will help you evaluate the options and come up with a solid strategy for reaching your goals. MEDIA MOMENTS | PRESSDOPE BY SPIRIT OF 608
NEXT STEPS A FEW THOUGHTS ON WHAT'S NEXT Visit Ask A Media Pro anytime to request custom help Revise Google Alerts to align with your media moments Update your media list each week Figure out what images and videos you need for your first media moment Begin mapping out the campaign timeline for your first media moment MEDIA MOMENTS | PRESSDOPE BY SPIRIT OF 608
WORKSHEET 5 LIST YOUR TOP 5 NEXT STEPS MEDIA MOMENTS | PRESSDOPE BY SPIRIT OF 608
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