By Andrea Wenger, Carolina Chapter Member

On August 27, business people from around the Triangle gathered at the Angus Barn’s Pavilions, an open-air structure built from reclaimed lumber dating back to the antebellum era. The tranquility of the lakeside setting and the cobblestone paths contrasted with the energy circulating beneath the ten-foot ceiling fan that kept the space tolerably cool despite the summer heat. The crowd took their seats to listen as representatives from media outlets such as the News & Observer, WRAL, WNCN, and News 14 Carolina spoke about how businesses can promote themselves using media resources.

This was the tenth anniversary of the Meet the Media forum, which has evolved into Meet the New Media to include the burgeoning influence of social networking. According to its website, “The Meet the NEW Media forum provides the local business community the opportunity to make valuable media contacts and learn how to create publicity for their company through traditional media interaction and creative strategies to engage, monitor and communicate utilizing the social networking movement.”

“Bring us a story that is meaningful to the community that highlights what you are about.”
—David Crabtree

The organization’s founder, Rebecca Antonelli, said in her opening remarks, “Your horn sounds twice as loud when someone else blows it.” In this fierce economic market, small businesses, independent contractors, and job seekers must to set themselves apart to get noticed among the crowd. How can you leverage your expertise to make your voice stand out?

“We in the media are forever looking for good stories,” said David Crabtree of WRAL. “Bring us a story that is meaningful to the community that highlights what you are about.”

Alan Wolfe of the News & Observer also emphasized this point. “For us to tell a story, we need to hear from you.” If you wrote an essay for your blog that’s relevant to the larger community, send the N&O a link to it. But remember, news stories include the positive and the negative. An essay about how great your business is doing during the economic downturn won’t sound authentic if you don’t include the risks and challenges you face as well.

News outlets need stories on a wide variety of topics because people have a wide variety of interests—and they won’t invest time reading about a topic that doesn’t interest them, explained Nannette Wilson of WNCN. “The way people use media is changing…The word ‘friend’ and the idea of networking has changed.”

Customers prefer doing business with people they know. So how can you become known? Wilson recommended that you have a blog and a video on your website. When an event occurs in the community, and you can shed light on it, contact the media to offer your expertise. For example, suppose you volunteer with a dog rescue program. If the local media reports on a toddler mauled by a family pet, offer your insight on why such tragedies occur and how to avoid them. WNCN’s MyNC.com website provides community news and allows you to publish your own stories.

AnnMarie Breen of News-14 Carolina encouraged “citizen journalists” to look at what’s happening elsewhere in the country, and relate those events to what’s happening locally. What’s the best way for individuals to get their information to the media? Call and say, “I have a 30-second pitch for you, and I’ll follow it up with an e-mail.” Include the information in the body of the e-mail (no attachments), and keep it to one page.

David Crabtree acknowledged that the media is changing, but they have not yet changed. He encouraged the audience to embrace new technology, but not at the expense of other strategies that are the core of what they do. Authenticity is key. Crabtree stressed that you don’t want publicity—you want your story told. You want the public to know how the things you do help people.

Tell your story over and over, but remember that not everyone will listen. To increase the likelihood of being heard, make it personal. Look for ways to add life to people’s days. “We will listen to your story idea,” Crabtree says. “Tell me who it affects.”

The next Meet the New Media forum will be held on October 15, 2009 from 10 a.m. to noon at the McKimmon Center at NC State. Next quarter, I’ll discuss ways you can use social networking and blogging to promote your business or personal brand.

Andrea Wenger is the Membership Manager of the STC Carolina Chapter. She can be reached at andrea dot wenger at us dot schneider-electric dot com. End of article.

Meet the Media is celebrating its tenth, or aluminum, anniversary according to celebration lore, in business tomorrow. The announcement is made by Owner/Founder Rebecca Antonelli, who says a milestone anniversary in business is cause to celebrate the media and attendee partnerships that made the longevity possible.

“To that note I salute and celebrate the following media supporters who have graciously donated more than their share of time making these meetings a success: David Crabtree (who holds the record for participation), WRAL-TV; Nannette Wilson and Kim Genardo, NBC-17; Sougata Mukherjee, Dale Gibson and the whole team from Triangle Business Journal; also, Samantha Smith, Alan Wolf and many other News & Observer staffers,” Antonelli says.

Results-Focused Face-to-Face Meetings at Forums

David Crabtree, news anchor at WRAL-TV sums up why he continues to be involved. “The media and the public want news. We want to meet business people, learn about the products and services their company produces, and what new innovations they’re working on. Information is the essence of news and business owners are the essence of information.”

Antonelli believes Meet the Media’s intense focus on building a Rolodex of both media and the business owners, entrepreneurs, non-profits and professionals who attend the meetings. What’s in it for her? “It’s never been about the money – if we break even we’re lucky. I just want small business America to have a voice in the news as well.” The event does, however, lead to speaking and consulting engagements for Antonelli.

Dickey Eason, who has been to nearly every meeting held in the past 10 years explains, “Can you say “Thank You” too much? I don’t think so. Thanks for your help again. Yesterday, WTVD replayed the Big Shelf tape from last year. We already have a job from it. The story also got picked up by the Durham paper, which called to interview me. You are making a difference in people’s lives.”

Because of the Meet the New Media forums, hundreds of businesses and dozens of reporters have made contacts that otherwise would be time and cost prohibitive. “Since the first meeting in 1999, our focus on ensuring win/win/win results has not wavered,” commented Antonelli. “During the past year, Meet the Media has aggressively embraced and incorporated the Internet and social media tactics into its package of value-added forum – going so far as to rename the event “Meet the New Media.”

The next event will be held this Thursday, August 27^th at the Angus Barn Pavilions. It will be the biggest crowd ever – over 200 attendees. Why the outdoor venue? “I believe we should care as much about our environment while doing business as we do in other areas of our life. I’d rather have a Carolina blue sky above us – not ceiling tiles. “

About Rebecca Antonelli

 Rebecca Antonelli specializes in building businesses utilizing a full spectrum marketing approach that includes media relations, sales systems, special events and promotional efforts. The focus is on the strategies and tactics necessary to achieve impactful visibility through coverage in national, trade press, local and social media. http://www.MeetTheNewMedia.com

I’ve been getting a lot of questions about the upcoming Meet the New Media. Here is an overview of who you can expect to meet at the event.

Most media want the same thing – a solid backlog of interesting and informative sources – and the Meet the New Media will give them an opportunity to make connections with you and all the attendees.

To get attention in media, you must think like the media.

How do they think? They’ll tell you themselves.

Each panelist will give an overview of how to increase the odds of getting covered in the news (give them a call!), getting quoted (piggyback on what’s happening nationally with a local angle) or becoming a source for news stories (provide numbers, percentages, facts, research from your industry). Perhaps even more importantly, they’ll share what NOT to do (send a news release as an attachment).

The following media outlet will be represented: (*waiting on panelist name):

WRAL-TV – David Crabtree, Anchor

NBC-17 – Nanette Wilson, News Director

Triangle Business Journal – Dale Gibson, Associate Editor

WTVD*

News & Observer – Alan Wolf, Reporter

News 14 and Time Warner Cable *

Social marketing expert panelists:

Jason Peck, eWayDirect
Chuck Hester, iContact & Linked In
Greg Hyer, LinkingInRaleighNC.com

After the panelists speak, there will be a Q&A session.

After questions and answers, the experts and the media will be available to speak with you one-on-one. We have tables set up where the panelists and other news outlets like Cary Magazine, Carolina Business Connection and Triangle East magazine will be set up. They want to meet you and help answer your questions. Look for a complete listing next week.

Bring lots of business cards. See you there!

Rebecca

Meet the NEW Media
Thursday, August 27, 2009 from 10 a.m. to noon
Hosted by Angus Barn at the Pavilions
Raleigh, North Carolina

Register today – space is limited!