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When you work with Boom, you’re partnered with a team of seasoned broadcast public relations professionals who understand there is no "one-size-fits-all" when it comes to getting your message on air.

A co-op, or cooperative SMT or cooperative news package combines complimentary clients, services or products within an interview segment or package that is then offered to stations for air. The appeal? You or your client can participate in a broadcast tactic for a fraction of the cost of your own segment or package. Based on our experience, a co-op may or may not deliver a strong result for you and/or the client.

For any co-op tour, we first consider client objectives. Boom Broadcast does not produce traditional “co-ops” for a number of reasons, the biggest being that we have not seen, in our 15+ years of experience in broadcast PR, that the co-op consistently delivers results to all participants. In addition, many stations are backing away from this format, as it tends to be overly commercial.

However, this strategy MIGHT be right for your objectives. Our approach is to evaluate the project, and if a co-op seems a fit, offer you guidance on getting the most out of it. Typically our best counsel is to consider what the objectives are for your client, and closely evaluate what broadcast tactic might deliver the same or greater value:

  • Is a visual key to your communication objective? If not, radio might deliver stronger ROI for the client.
  • What are your broadcast “assets”: a new product, existing visuals, an expert spokesperson, new study
  • Do you have any existing marketing partners that may benefit from combined messaging?
  • Do you have any existing marketing partners that may benefit from combined messaging?

If you do decide to participate in the co-op, here are a few considerations/guidelines to help you get the most from the tactic:

  • Find out how many participants there will be. If there are more than three participants/products you may get short-changed on your mention or your messaging.
  • Ask for a recent rundown. Most co-op producers either just do co- ops, or have a dedicated co-op team. Ask them for a recent report or rundown/schedule so you can see the caliber and number of stations your tour is likely to achieve.
  • Find out where in the interview your message/product will be mentioned. Often, an interview can be cut short and if you are at the end of the talking points you may be cut out altogether.
  • Confirm budget. Usually co-ops should be in the $9,000 range. Negotiate if it’s higher than that.
  • Get an interview flow up front. Ask the producer to provide a specific interview flow so you know going in exactly how the tour will flow, where your mention will come, what the call to action will be, and how many tips/items the spokesperson is covering.

Finally, there just might be broadcast alternatives that better fit the client’s objectives or budget. We might offer an approach you haven’t thought of and it may deliver a stronger impact for your client. Let us know if you’d like to talk in detail

coffeelady_colorAhhhhh, the splendor of fall:  cooler mornings, falling leaves, football, pumpkin spiced lattes, salted caramel mochas, spiced chai…

Wait, what?  Now we’re marking seasonal milestones by the change in Starbucks drink flavors?  (In my best Charlie Brown voice), “Good grief — we’ve officially become a Starbucks society.”

Well it’s no wonder.  After all, we spend so much time there.   For me, Starbucks is like my second office, especially when I travel.  I have meetings there, I plug in there, I unwind there.   Wireless, caffeinated bliss.

In fact, when I’m not there, I kind of wish I were there or I find myself wanting something from there.  Something in a tall, warm, cozy cardboard cup of comfort!  It’s almost as if I’m … addicted.   Which got me thinking:  Could Starbucks be the millennial form of smoking?  Let’s see:

  • We crave it.
  • It feels good just to hold it.
  • We usually leave the office to have it; some of us even “sneak” it.
  • We’re grumpy when we don’t have it.
  • We’re pretty sure it’s bad for us.
  • What used to be filtered, menthol, slim is now decaf, skinny, no whip.
  • It’s about a $5-a-day habit.

So there you go.  Starbucks is the new cigarette.  The good news: there’s no second-hand mocha.  What a relief.

Consider Boom for a project this fall and coffee is on us!

A GLANCE BACK, A LOOK AHEAD

You’ve heard the saying: Yesterday is history, tomorrow is unknown, today is a gift, that’s why it’s called “the present.” Well, in our world of media relations, that “present” can be a bit challenging to navigate.

Boom Broadcast is in its 10th year. When we launched Boom, “social media” was not in the mix. Can you imagine? We could actually verbally pitch editors and producers over the phone, satellite feeds were the way to share content, and hash tags and direct messaging would be considered gibberish. A longer look back – keep in mind that the majority of Boomers came from the broadcast media relations world before Boom was born – that longer look backs recalls VNRs, ¾” tape formats, and business reply cards to gather “metrics.”

I have a feeling I might have lost a good number of you with that last sentence. If you can’t remember what a Video News Release is, or have never set your eyes on an oversized videotape in ¾ inch format, then you likely could teach me a thing or two about interpreting Google metrics. This is the beauty, fun and challenge of the world of Public Relations, and more specifically Media Relations. It’s an ever-evolving industry – keep up, or become irrelevant.

However, while the tools we use might evolve, is actual media really changing that dramatically? Newspapers’ demise has been touted for years…in fact, when I joined this industry, TV news was said to be making newspapers irrelevant. At Boom’s start, podcasts were rumored to be the beginning of the end of radio. Over the past 5 years, social media has been the golden child. But does any new media really render a more established one irrelevant? At Boom we’ve tried to stay true to what we know best: work with our clients to find the most appealing and relevant angle for their news and stories. Identify the media that will most effectively reach their audience, and get out there and make sure that media knows that this story and content is available to them to enhance, entertain, and educate their audience – whether that audience is a “listener, “ a “viewer,” a “reader,” or a “follower.” And you know what? We can’t wait for the next 10 years!

The more things change…

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