tag:blogger.com,1999:blog-60609016080065113522024-03-14T07:41:47.846-07:00The Buzz from BangA forum about professional service and institutional marketing and public relations. www.axelbang.comAxel Banghttp://www.blogger.com/profile/14735561660895694836noreply@blogger.comBlogger10125tag:blogger.com,1999:blog-6060901608006511352.post-59075135182628280092013-07-22T06:56:00.000-07:002013-07-29T08:09:11.040-07:00Seven Steps to Get Prospective Client Meetings<style>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgmyk-1fEpAeqjM3UdUKReMG_puiPg7l8VQQc4J549k4Xr4wMz-RX4YdfR5d2vDJHD9lR1Da3dOIbKe8IKOepts-IFTsSCruvNckHDfr0N9rk4mwL7gSTt_plUqrioc12ALntCvw-EG9Odz/s1600/MR900388896.JPG" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgmyk-1fEpAeqjM3UdUKReMG_puiPg7l8VQQc4J549k4Xr4wMz-RX4YdfR5d2vDJHD9lR1Da3dOIbKe8IKOepts-IFTsSCruvNckHDfr0N9rk4mwL7gSTt_plUqrioc12ALntCvw-EG9Odz/s1600/MR900388896.JPG" /></a>How can you crack open the door to meet potential new clients? I worked with an architectural firm that specializes in
health care design and has offices in NY, PA, Ohio and Florida, and I was able
to accomplish two major goals for them:
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<span style="mso-bidi-font-family: Cambria;"><span style="mso-list: Ignore;">1.<span style="font: 7.0pt "Times New Roman";"> </span></span></span>Get
the principals in the door to meet and present their capabilities to the vice
president of facilities in seven institutions. </div>
<div class="MsoListParagraphCxSpLast" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="mso-bidi-font-family: Cambria;"><span style="mso-list: Ignore;">2.<span style="font: 7.0pt "Times New Roman";"> </span></span></span>Develop
a customer relations database of 300 institutions which included a
chronological account of my contacts with these institutions.</div>
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How did I go about attaining these goals for my client?<span style="mso-spacerun: yes;"> </span>Here’s a step by step:</div>
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<b style="mso-bidi-font-weight: normal;"><i style="mso-bidi-font-style: normal;">Step One</i></b> – We first established various parameters for the
targeted institutions:<span style="mso-spacerun: yes;"> </span>geographic area,
size, type (acute, psychiatric, etc.) and maximum travel distance from one of
my client’s offices. </div>
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<b style="mso-bidi-font-weight: normal;"><i style="mso-bidi-font-style: normal;">Step Two -- </i></b>Using a list of hospitals from a commercial vendor,
we incorporated the basic information of each organization into a contact
management software program and segmented prospects by size, type of facility
and location. </div>
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<b style="mso-bidi-font-weight: normal;"><i style="mso-bidi-font-style: normal;">Step Three</i></b> -- We drew up several positioning points that
established the unique skills and expertise of the firm.<span style="mso-spacerun: yes;"> </span>These talking points were incorporated into
every type of contact we made and they were strategically inserted into
letters, emails, phone conversations and presentations.<span style="mso-spacerun: yes;"> </span></div>
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<b style="mso-bidi-font-weight: normal;"><i style="mso-bidi-font-style: normal;">Step Four – </i></b>We assembled a portfolio of online project sheets
as our core marketing communications materials. <span style="mso-spacerun: yes;"> </span>I referenced these projects when I called
prospective hospital clients and we were able to immediately send the appropriate
project sheets with a tailored cover letter as a follow-up.<span style="mso-spacerun: yes;"> </span>I did this from an email account on my
client’s web site, not from my office.<span style="mso-spacerun: yes;"> </span></div>
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<b style="mso-bidi-font-weight: normal;"><i style="mso-bidi-font-style: normal;">Step Five</i></b> – I researched and called <span style="mso-spacerun: yes;"> </span>each institution to find out who the senior
person was who hired architects; began to make the institution aware of my
client’s capabilities, and established the preferred contact method – via
email, postal mail, landline or cell phone.<span style="mso-spacerun: yes;">
</span></div>
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<b style="mso-bidi-font-weight: normal;"><i style="mso-bidi-font-style: normal;">Step Six</i></b> – I sorted the potential clients into various lead
categories – hot leads, not interested, call back in six months, unable to
contact yet -- and followed up appropriately.</div>
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<b style="mso-bidi-font-weight: normal;"><i style="mso-bidi-font-style: normal;">Step Seven</i></b>– Eventually, I set up meetings with seven
prospective clients.<span style="mso-spacerun: yes;"> </span>I remained the key
contact until a few days before the meeting, when I turned the responsibility
of keeping in contact with the prospect over to the partners and business
development executives of the firm.<span style="mso-spacerun: yes;"> </span></div>
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<b style="mso-bidi-font-weight: normal;"><i style="mso-bidi-font-style: normal;">Long Term</i></b> – To keep roiling the pot of potential clients, I
weekly check my database and follow up. </div>
Axel Banghttp://www.blogger.com/profile/14735561660895694836noreply@blogger.com0tag:blogger.com,1999:blog-6060901608006511352.post-15821805797082628072013-01-16T08:52:00.001-08:002013-03-06T05:51:12.893-08:00Sidebar Strategies<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgRGpv1NEra2JVm0gTUWn2R5PBeQq23YwWR3uHVIyt3ExOvpMGN8zSW-JhDM-LcO2rClL13HqlWK_R8rr5PCFUfbNhjA9f3iKwqz4gZ2bHEQjO_7GDTm8thkytqZtgfykDPDlZCeFVfTZU_/s1600/MR900367488.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgRGpv1NEra2JVm0gTUWn2R5PBeQq23YwWR3uHVIyt3ExOvpMGN8zSW-JhDM-LcO2rClL13HqlWK_R8rr5PCFUfbNhjA9f3iKwqz4gZ2bHEQjO_7GDTm8thkytqZtgfykDPDlZCeFVfTZU_/s1600/MR900367488.jpg" /></a></div>
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Being nimble, assertive, creative, and data driven are
certainly the best overall business development and marketing strategies. <span style="mso-spacerun: yes;"> </span>Sometimes, however, just being there, when the
competition is not, is a successful business strategy.<span style="mso-spacerun: yes;"> </span>At other times, not burning bridges with
past clients can offer a surprisingly successful segue into<span style="mso-spacerun: yes;"> </span>attaining future work.<o:p></o:p></div>
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Recently I had the opportunity of meeting with a potential client
before she announced she was looking for a consultant.<span style="mso-spacerun: yes;"> </span>How did that happen?<span style="mso-spacerun: yes;"> </span>I keep a targeted list of 40 near-by national
and regional colleges and at least once a year I send out very basic
promotional material to their public relations directors and follow-up with a phone
call. <span style="mso-spacerun: yes;"> </span>This builds awareness of my
services, <span style="mso-spacerun: yes;"> </span>helps cultivate relationships
over time, allows me to update my prospect list and is a superior way to gather raw intelligence about my competition.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
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The director from one school responded to my email with a cheery
note saying my timing was perfect, that they were looking for a publicist and
writer, but were struggling with how to conduct the search.<span style="mso-spacerun: yes;"> </span>I met with the director, and she hired me
without even putting out a request for proposal to other consultants.<span style="mso-spacerun: yes;"> </span>Just being there before others turned the
trick. <o:p></o:p></div>
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When you get fired from a job, it is natural to resent it,
but try not to overtly express resentment because the bitter after-taste will
linger with the client long after you are gone; whereas if you express appreciation
for the work you have been privileged to complete, the good feelings can lay
the foundation for future work. <o:p></o:p></div>
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A year ago, after I had been working as a consultant for a
large medical institution for over a decade, a new VP was appointed and he
wanted all work done in-house.<span style="mso-spacerun: yes;"> </span>I was
told my services were no longer needed.<span style="mso-spacerun: yes;"> </span>In
parting, I said I greatly valued the exciting work I had been assigned to do over
the years (which was true) -- and left.<span style="mso-spacerun: yes;">
</span>Within a year, I received an email out of the blue from this same VP who
was now a Sr. VP at another institution, and, knowing my work, he asked me to
undertake a large number of projects.<span style="mso-spacerun: yes;"> </span>I
don’t think that would have happened if we had parted on a sour note.<o:p></o:p></div>
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Axel Banghttp://www.blogger.com/profile/14735561660895694836noreply@blogger.com0tag:blogger.com,1999:blog-6060901608006511352.post-17007615987919752992012-07-12T07:57:00.000-07:002012-07-12T08:00:36.354-07:00The Zen of Public Speaking<style>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhTsUpMpBtrN7FaEn1VyeBIJS76NFaPPYjVmRLU1uUthpw8XVx3rGzZ1lLqUj4_qil8DFxI_1YYGBPtd7bIV7ejJulIf4PVzCVU-EO8H8BrMqlsUaLm6rwael9d65SVcBKK2dUowVJEXt1g/s1600/MR900384390.JPG" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhTsUpMpBtrN7FaEn1VyeBIJS76NFaPPYjVmRLU1uUthpw8XVx3rGzZ1lLqUj4_qil8DFxI_1YYGBPtd7bIV7ejJulIf4PVzCVU-EO8H8BrMqlsUaLm6rwael9d65SVcBKK2dUowVJEXt1g/s1600/MR900384390.JPG" /></a>I just read a short and sweet book called <i style="mso-bidi-font-style: normal;">A Zen monk had sweaty palms: Pointers on the
path to better public speaking</i>, that in haiku-like one-page nuggets
convincingly tells us how to speak like a river; to control the audience’s eyes; to
help our listeners see anew. It's both fun and informative. </div>
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You can flip through A <i>Zen Monk</i> and land on a “pointer” that will
help you hone your best skills, or pause to read how to improve a real weakness. For example, a perennial weakness for most of
us is stage fright. <i style="mso-bidi-font-style: normal;">Zen</i> says that stage fright arises from fixating on a possible problem
during a presentation, not on the goal.
A tennis player focuses on the ball not the net; a golfer does not focus
on the sand trap. We should focus on the
outcome we want or the process we’re using to get to it. </div>
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Each speaking point (there are over 50) is amplified and
enlivened with an anecdote or a Shakespearean quote, a Bob Dylan song or an
event about a celebrity. </div>
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The author is Sims Wyeth, a consultant for international
business who practices the “art and science of high stakes presentations.” For a pleasantly different book on public
speaking visit <a href="http://www.simswyeth.com/">www.simswyeth.com</a>. </div>
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</div>Axel Banghttp://www.blogger.com/profile/14735561660895694836noreply@blogger.com0tag:blogger.com,1999:blog-6060901608006511352.post-3150761843443151362012-06-04T13:59:00.001-07:002012-06-04T14:00:53.868-07:0011 Ways Publicity Has Punch in a World of Social Media<style>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj1NltD9jo9Y_ePH6_6n_HLtSJTx_i9KBYKQfaYssLcItYYOyrXw_sTxR3nT0EcQcMNy7qNH-aqKY2cnO2edqrKxdjZVONS1g_8ioNwvQhP8pv9wAEpg4Ez7ObbZEu4gD2-Z3T37X0XYc2P/s1600/MR900411057.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj1NltD9jo9Y_ePH6_6n_HLtSJTx_i9KBYKQfaYssLcItYYOyrXw_sTxR3nT0EcQcMNy7qNH-aqKY2cnO2edqrKxdjZVONS1g_8ioNwvQhP8pv9wAEpg4Ez7ObbZEu4gD2-Z3T37X0XYc2P/s1600/MR900411057.jpg" /></a>Trustworthy content is still at the core of effectively
reaching influential target audiences. Content from <a href="http://www.axelbnag.com/">publicity</a> (getting a story about you or your
services published in print or produced in video or audio) has multiple, steady
benefits in the age of Facebook and Twitter.
Here are 11 of them:<b style="mso-bidi-font-weight: normal;"><i style="mso-bidi-font-style: normal;"><span style="font-size: 14pt;"> </span></i></b></div>
<div class="MsoNormal">
<br /></div>
<ul>
<li><span style="font-family: Wingdings;"><span style="font: 7pt "Times New Roman";"> </span></span>Repeated publicity, no matter what platform,
reaffirms all targeted publics that your organization is a “go to” expert in
your field. </li>
</ul>
<ul>
<li><span style="font-family: Wingdings;"><span style="font: 7pt "Times New Roman";"></span></span>It keeps your name “top of mind” among audiences who are making
decisions <i style="mso-bidi-font-style: normal;">at that moment.</i> Publicity can be the tipping point in using
your services. </li>
</ul>
<ul>
<li><span style="font-family: Wingdings;"><span style="font: 7pt "Times New Roman";"> </span></span>Repetition builds reputations. A continual string of stories about your
practice or institution is powerful in image building. </li>
</ul>
<ul>
<li><span style="font-family: Wingdings;"></span>Publicity establishes and strengthens your
unique “brand” among targeted groups – it can define you and your strengths vs.
your competition. </li>
</ul>
<ul>
<li><span style="font-family: Wingdings;"><span style="font: 7pt "Times New Roman";"> </span></span>Publicity instills pride in your staff. It is third party public recognition of your
professionalism. </li>
</ul>
<ul>
<li><span style="font-family: Wingdings;"><span style="font: 7pt "Times New Roman";"> </span></span>It
improves recruitment – young professionals who are looking for a job want to
work for the best, and the best-known. </li>
</ul>
<ul>
<li><span style="font-family: Wingdings;"></span>Publicity can be used to produce marketing communications
material<b> </b>for<b> </b>proposals,
direct marketing, advertising and presentations. </li>
</ul>
<ul>
<li><span style="font-family: Wingdings;"><span style="font: 7pt "Times New Roman";"> </span></span>All print and electronic publicity can be
repurposed for use in social media – on blog posts, on Facebook pages, on
Twitter and Linked-in. </li>
</ul>
<ul>
<li><span style="font-family: Wingdings;"></span>Credibility<b style="mso-bidi-font-weight: normal;">. </b>Stories on TV, on radio or in magazines
and newspapers have third party credibility.
The content has been vetted and written by professional journalists. </li>
</ul>
<ul>
<li><span style="font-family: Wingdings;"><span style="font: 7pt "Times New Roman";"> </span></span>Publicity can trigger direct inquiries about
your services. </li>
</ul>
<ul>
<li><span style="font-family: Wingdings;"><span style="font: 7pt "Times New Roman";"> </span></span>Publicity can help you change your image and
open doors to new markets. </li>
</ul>Axel Banghttp://www.blogger.com/profile/14735561660895694836noreply@blogger.com0tag:blogger.com,1999:blog-6060901608006511352.post-32729668831272733802012-05-17T05:44:00.000-07:002012-05-17T05:44:49.461-07:00Social Media: Physician Friend or Foe?<style>
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One candid and enlightening discussion about the rewards and
risks of physicians using social media can be found in a recent round table chat
sponsored by <i style="mso-bidi-font-style: normal;">Orthopedics Today</i> at <a href="http://bit.ly/IAG01u">http://bit.ly/IAG01u</a>.<span style="mso-spacerun: yes;"> </span>Half a dozen orthopedic surgeons explain how
and why they are using some social media platforms, but not others, to reach
specific audiences for specific reasons. <span style="mso-spacerun: yes;"> </span>The discussion offers thoughtful and responsible
“best practice” nuggets for the use of social media by professionals. </div>
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<br /></div>
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Orthopedic physicians seeking to exchange clinical and
business practice ideas that can be openly challenged by peers are turning to restricted-access
forums (“collaborative practice communities” with firewalls) such as <a href="http://www.orthomind.com/">www.orthomind.com</a> and <a href="http://www.beckerorthopedicsandspine.com/">www.beckerorthopedicsandspine.com</a>
and <a href="http://www.doximity.com/">www.Doximity.com</a> . </div>
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<br /></div>
<div class="MsoNormal">
Physicians seeking more to “educate patients and improve
their online reputation” <span style="mso-spacerun: yes;"> </span>are creating
websites or blogs that allow deep Web 2 integration with Facebook, Twitter and
YouTube, according to <a href="http://www.howardluksmd.com/">Howard J. Luks, MD</a>.,
who has developed a social media presence that is a model for others.<span style="mso-spacerun: yes;"> </span>Another way for physicians to educate the
public and gain an online presence is through consumer Q&A websites such as
HealthTap, ShareCare and Avvo. </div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The forum addresses sensitive issues of patient confidentiality,
legal ‘phishing’ and who in a medical office should be responsible for
participating and monitoring blog, Facebook and Twitter posts.<span style="mso-spacerun: yes;"> </span>This discussion is worth more than a cursory
read and shows how social media can compliment traditional marketing and <a href="http://www.axelbang.com/">public relations</a>.</div>
</div>Axel Banghttp://www.blogger.com/profile/14735561660895694836noreply@blogger.com0tag:blogger.com,1999:blog-6060901608006511352.post-54687512635117160222012-05-01T05:40:00.000-07:002012-08-14T08:38:43.997-07:0012 Tips for Powerful Architectural Proposals<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjHgmiegCFuO11GV7l_c6qCzxxh4JIyoD91_5D_Zf-Va6WnSOz38PsKNrostFuuBkGrQybFGx-R5JQFVItnuRWMdSnmeI_PCBN7vrr6Ytx3Sayx-R0l6cH5RBmISsKPiVZB5R4jYwAMWZM_/s1600/MR900388896.JPG" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;">
<style>
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</a><br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjHgmiegCFuO11GV7l_c6qCzxxh4JIyoD91_5D_Zf-Va6WnSOz38PsKNrostFuuBkGrQybFGx-R5JQFVItnuRWMdSnmeI_PCBN7vrr6Ytx3Sayx-R0l6cH5RBmISsKPiVZB5R4jYwAMWZM_/s1600/MR900388896.JPG" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjHgmiegCFuO11GV7l_c6qCzxxh4JIyoD91_5D_Zf-Va6WnSOz38PsKNrostFuuBkGrQybFGx-R5JQFVItnuRWMdSnmeI_PCBN7vrr6Ytx3Sayx-R0l6cH5RBmISsKPiVZB5R4jYwAMWZM_/s1600/MR900388896.JPG" /></a><span style="font-size: 12pt;">Kudos to SMPS Boston for its helpful blog posts
and peppy reminders of practical information when it comes to marketing and
business development for architects and engineers. One recent post was
titled <a href="http://smpsboston.wordpress.com/2012/04/10/12-tips-for-powerful-proposals/">12
Tips for Powerful Proposals</a>. An excellent check list to keep in mind
every time you write a proposal. </span><br />
<br />
<span style="font-size: 12pt;">I liked the second tip best...."Remember
that the selection team is often not looking to choose a winner -- instead,
they are looking to eliminate weaker proposals. Don't give them a reason to
eliminate yours! Be sure to address all of the requirements in the
RFQ/P." </span><br />
<br />
<span style="font-size: 12pt;">So, while you have to aim high and be
creative in your proposal to get attention, beware of not anchoring your
planning and design innovations with detailed answers to the more prosaic questions.
</span><br />
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</style>Axel Banghttp://www.blogger.com/profile/14735561660895694836noreply@blogger.com0tag:blogger.com,1999:blog-6060901608006511352.post-64636287032236250522012-04-27T06:34:00.001-07:002012-08-14T08:37:17.751-07:00 Architect's Innovative New York School Designs <style>
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The New York City school system is the largest in the nation with <a href="http://www.facebook.com/NYCschools">1.1 million students packed into
1,700 schools</a>. Here, land is rare and real estate is the coin of the
realm. Architectural firms are challenged to create exciting designs on
space-tight lots. But, one firm I worked with parlayed this challenge
into becoming a thought leader in urban school design. <br />
<br />
How did we do this? Through innovative public relations. With
the senior K-12 school architect, I reviewed dozens of schools the firm had
designed in the past few years, and we identified themes about planning compact
schools. One was to combine separate small schools in one building;
another was to share library and science lab spaces in these combined schools;
another was to use the basements of city schools for gymnasiums (and first
floor windows as clerestories). The list went on. For k-8 schools,
architects can design auditoriums with lower ceilings (the children are
smaller) which can make room for extra classrooms on the floor above. <br />
<br />
We then identified one $60-million K-8 school facility that seemed to embody
all these challenges in planning, designing and building urban schools, and I
sent a pitch letter and spoke on the phone with the editors of several national
design and construction magazines that focused on education. One editor
got back and said she wanted to do a Q&A on urban school design, which
resulted in a several page interview on the challenges and solutions of urban
design -- with photos of the one school. <br />
<br />
Lessons learned? If we had focused only on one project and had not
approached the editor with the more universal themes, the opportunity for <a href="http://www.axelbang.com/">positioning the firm as a thought leader</a> and
pioneer in urban design would have been missed. </div>
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Axel Banghttp://www.blogger.com/profile/14735561660895694836noreply@blogger.com0tag:blogger.com,1999:blog-6060901608006511352.post-7266966374523839892012-04-26T13:50:00.001-07:002012-05-15T07:51:26.447-07:00PR Revs Up Opening of Hospital Outpatient Center<style>
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When physician groups and hospitals gin up marketing campaigns to win new
outpatients and open a suite of offices, then publicity – in tandem with direct
mail, website and social media – can successfully kick off the campaign to
build awareness in the community and among referring clinicians. Repeated positioning of the strengths
of a clinical practice in all communications, and telling a compelling story to targeted audiences brings solid
results. <br />
<br />
<b style="mso-bidi-font-weight: normal;">Here’s the practical 1-2-3 guide to
how I planned for the opening of an orthopedics center at a teaching
hospital. Placements included 4 newspapers, 2 TV stations, a radio
station and multiple Internet outlets. Simple checklists can
bring success. </b><br />
<br />
<div style="text-indent: -.25in;">
<span style="font-family: Symbol;">·</span><span style="font-size: 7pt;">
</span><b style="mso-bidi-font-weight: normal;">Advanced planning</b> – Meet with the chairman of the department and the hospital’s marketing director
several months in advance of the opening. Tie down the exact date and
time, who the specific target audiences were (don’t forget community leaders!),
and what collateral material was needed (brochure, web page), what mailing
lists exist/ are needed. </div>
<div style="text-indent: -.25in;">
<span style="font-family: Symbol;">·</span><span style="font-size: 7pt;">
</span><b style="mso-bidi-font-weight: normal;">Positioning</b> -- We
determined how the offices differed from competitors and <a href="http://www.axelbang.com/">focused on strengths</a> (largest in the region,
breadth of specialists, standard and specialty care, high technology such
as digital x-ray units). These points were made in all brochures, emails,
news releases, on the website – and were made into talking points for the
chairman for his upcoming interviews.</div>
<div style="text-indent: -.25in;">
<span style="font-family: Symbol;">·</span><span style="font-size: 7pt;">
</span><b style="mso-bidi-font-weight: normal;">Site Tour</b> -- Two weeks before
the event, I visited the site of the orthopedic center and with the
administrator, scouted out the best sites for giving the media a tour of the
patient areas and technology spaces that made the new center unique. </div>
<div style="text-indent: -.25in;">
<span style="font-family: Symbol;">·</span><span style="font-size: 7pt;">
</span><b style="mso-bidi-font-weight: normal;">Advising the Media</b> -- We wrote
a media advisory, documenting the “who, what, where, why and when” of the
event. A week before the opening, we emailed the advisory to all
local media in the hospital’s catchment area. The day before the event I
emailed the advisory again and left a phone message, with my cell phone number
for the “day of” contact. (If your opening is large enough,
alert AP Daybook, as well).</div>
<div style="text-indent: -.25in;">
<span style="font-family: Symbol;">·</span><span style="font-size: 7pt;">
</span><b style="mso-bidi-font-weight: normal;">Opening
Day</b> -- We met
all TV, radio and print reporters at the site. </div>
<div style="text-indent: -.25in;">
o<span style="font-size: 7pt;"> </span>We made available to them a
press kit, including a news release</div>
<div style="text-indent: -.25in;">
o<span style="font-size: 7pt;"> </span>We arranged personal interviews
with the chairman of the department or the president of the hospital</div>
<div style="text-indent: -.25in;">
o<span style="font-size: 7pt;"> </span>We had reporters remain for the
brief opening ceremonies </div>
<div style="text-indent: -.25in;">
o<span style="font-size: 7pt;"> </span>We gave a tour of the
facilities (for guests and media), carefully giving each reporter individual
access to senior staff who could explain the technology. </div>
<div style="text-indent: -.25in;">
o<span style="font-size: 7pt;"> </span>We had a staff photographer to
take photos (no video) and sent these with captions to all media who did not
make the event. </div>
<br />Axel Banghttp://www.blogger.com/profile/14735561660895694836noreply@blogger.com0tag:blogger.com,1999:blog-6060901608006511352.post-76143169802478913192012-04-12T14:59:00.000-07:002012-08-14T08:35:05.409-07:00How To Get on "The Today Show"<style>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjyzCc-q23KSUdcpB5AI3BDrcku_fbrXJyEcvkNDjgLa62h2CVumr0H5lUEXcN4S_JRK41UHUQSIsq0UvM38o1yhYm1oVfQ743X_BTg6YXoz67Sc2yuOiyxi1LLuSqxY1A58oqNYbnrwK55/s1600/Blog+TV+Image+.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="" border="0" height="183" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjyzCc-q23KSUdcpB5AI3BDrcku_fbrXJyEcvkNDjgLa62h2CVumr0H5lUEXcN4S_JRK41UHUQSIsq0UvM38o1yhYm1oVfQ743X_BTg6YXoz67Sc2yuOiyxi1LLuSqxY1A58oqNYbnrwK55/s200/Blog+TV+Image+.png" title="" width="200" /></a>According to the <i>New York Times</i>, Americans now owe more on student
loans than on credit cards and <a href="http://www.nytimes.com/2012/04/20/education/student-loan-interest-rates-loom-as-political-battle.html?src=me&ref=us">student
debt is topping $1 trillion</a> for the first time. The bitter irony is
that many high-school students are enrolling in colleges and, after graduation, instead of landing a job are landing in
the poor house. <br />
<br />
One way students can reduce debt is to chose a quality public university
where tuition can be one-fourth that of a private one. But how does a
public school lure away students who are attracted to a brand-name private
college? Here's how.<br />
<br />
Working with an affiliate PR firm and the associate dean at a public
university, I identified several dozen recent transfer students from private
universities. They were all contacted via email to see if they
would participate in a story about how transferring from a private to a public
school helped their debt situation <i style="mso-bidi-font-style: normal;">and
</i>proved to be a good academic fit. <br />
<br />
Three students (10%) replied that they were willing to work with us.
One was a computer science major, another an economics major and the
third was a voice/opera major. All had transferred to take
advantage of the lower tuition and the public university’s academic excellence
and small size.<br />
<br />
When I <a href="http://www.axelbang.com/">pitched the story to a variety of
national reporters</a> and TV producers who specialized in education, the
producer from the Today Show, who wound up doing a feature story on one
student, told me that she was really not interested in the computer science or
economics majors. What caught her eye was the voice major and the
possibility of entertaining video and audio – voice lessons and singing in an
opera that would tell a visual story etc. – along with how she had reduced her
debt. <br />
<br />
If I had not conducted thorough research on all the possible students, and
not developed profiles on three (vs. one) students, then we would not have
achieved a spot on <a href="http://purchasecollege.tumblr.com/post/20914074106/this-morning-on-nbcs-today-show-suny-purchase">The
Today Show</a>. The pitch also triggered a post in a nationally read education blog in <i>The New York Times</i>. At the core of this success was the original
research, which allowed us to offer the producer choices. And, we
triggered a story that we hope helped many families struggling with student
debts. <br />
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Axel Banghttp://www.blogger.com/profile/14735561660895694836noreply@blogger.com1tag:blogger.com,1999:blog-6060901608006511352.post-67789497551905136982012-04-11T07:01:00.000-07:002012-05-03T08:21:28.529-07:00About The Buzz From Bang<style>
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<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiA6ilO6K8m0DGTz-AV0DPUJqTCpugBl0xHWVxAcPkpjl7EV4tz9Iv6Lt1mgmQQVP4m52kE7NqbTpSfB9nUcHKNrduOdA15qKKaTW60nSJZoydEDPq-p64ZAZrquiDH48qBSo_x4Q-hvjhG/s1600/Blog+Icon.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiA6ilO6K8m0DGTz-AV0DPUJqTCpugBl0xHWVxAcPkpjl7EV4tz9Iv6Lt1mgmQQVP4m52kE7NqbTpSfB9nUcHKNrduOdA15qKKaTW60nSJZoydEDPq-p64ZAZrquiDH48qBSo_x4Q-hvjhG/s200/Blog+Icon.jpg" width="194" /></a></div>
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<i style="mso-bidi-font-style: normal;">NM Insight</i>, a Neilson/McKinsey
company, says that in 2011 they were tracking <a href="http://www.nmincite.com/?p=6531">over 180 million blogs</a> around the
world. So, why would anyone in his right mind want to start another blog? <br />
<br />
For a couple of reasons. First, the conviction that there is a
small niche not being filled in the blogosphere. Second, because
it’s more fun to be a participant than a rubbernecker. Or, as Seth Godin,
the original “permission marketing” author said in a recent blog post about
social media: you can be a bandit (who takes from others) or a philanthropist
(who sees it as a platform for giving). Why be a bandit?<br />
<br />
This blog is intended to reach out to professionals and institutions –
doctors, architects, engineers, hospitals and colleges -- who want to learn
from and share new (as well as tried and true) ways of promoting their services
through public relations, marketing, business development and social media.
<br />
<br />
And, in the spirit of quid pro quo, it is intended to encourage other PR and
marketing folks to share their case studies of success for small businesses,
professional firms and academic institutions. <br />
<br />
Hats off to those who are already successful at blogging in these areas,
such as <a href="http://www.archidose.blogspot.com/">archidose</a> and <a href="http://www.archdaily.com/">arch daily</a> and <a href="http://www.smpsboston.wordpress.com/">SMPS Boston</a> (architecture), <a href="http://www.howardluksmd.com/orthopedic-social-media">Howard Luks</a> and <a href="http://www.kevinmd.com/blog">Kevin Pho</a> (physicians), <a href="http://www.sethgodin.typepad.com/">Seth Godin</a> (social media), <a href="http://www.ducttapemarketing.com/blog">John Jantsch</a> (social media for
small business) and Roger Johnson of Linked-in’s PRWise forum (educators,
others). <br />
<br />
For more information and a website link <a href="http://www.axelbang.com/">visit
me here.</a> <br />
<div class="MsoNormal">
<br /></div>Axel Banghttp://www.blogger.com/profile/14735561660895694836noreply@blogger.com0