Marketing strategy & External influence skills

We spent Monday and Tuesday discussing marketing strategy with Punam Anand Keller. We compared how a Traditional Marketing Mindset(TMM) does not fare as well as a Social Marketing (SM) approach:

FIRST MINDSET
TMM: the foundation on which all else rests: "I know this is a good idea."

SM: "Is this a good idea? Do YOU think this is a good idea? What do YOU think of this idea?"

SECOND MINDSET
TMM: "Let me tell you why this is a good idea."

SM: "Tell us why YOU think this is a good idea. Why is this a good idea?"

THIRD MINDSET
TMM: "Once I convince you this is a good idea, let me urge you to act."

SM: "Tell me how this can become a good idea for you."
"Let my offering urge you to act."

Today, we spent the morning studying external influence skills. Two resource persons with extensive experience assisted us with a very useful exercise which allowed us to consider a number of issues that are valid in terms of media relations for museums these days:

-how do you use new media to assist in reaching new audiences and to leap over traditional and more mediated structures;
-how do you cultivate journalists so that you engage in the creation of a discussion/dialogue surrounding your institution;
-recognizing that reporters may try to destabilize you during an interview, be prepared to offer various aspects of your story in different parts;
-prepare your own list of what will probably be the major issues a reporter may delve into, prepare your responses to what could be the most difficult/embarassing questions beforehand;
-also, be ready to refer them to the best person in the organization to take specific questions;
-answer for yourself beforehand: why do these people want to meet with me? what should i expect them to ask?
-learn how to "pitch the story", since this is a finely-tuned art,and, finally, we discussed the uses of "off the record", "deep background" and "background" as different responses to specific questions.