Sparkand hustle sm biz

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Presentation for Small Business Owners at Mass Women's Conference Dec 2011 on How to Be Your Own Best Publicist

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  • So what is PR?
  • What do you want to announce? Create and look for the nugget of news Step 2: What is the news right now? What is happening in pop culture, business, politics and among the target demographic? Step 3: Formulate your message Be brief and to the point! Communicate ONE message Step 4: Define your target Who do you want to reach? Step 5: Set benchmarks for measurement What are the goals of the program? Step 6: Determine delivery method Direct Pitch, Event, Stunt, Spokesperson, Creative Delivery, SMT, Mat Release, Advertorial Not all delivery methods can be used for every product or program Step 7: Create materials to educate the media Press Releases, Fact Sheets, Media Alerts, Photos, Creative Materials Step 8: Distribute information Magazines, Newspapers, TV, Radio, Internet
  • NEWS = your unique selling prop; Manage your messages – top (3) things Do your research; know your audience Connections – Twitter; LinkedIn; Facebook – Peter Shankman; Stacey Blume – how to get in the right hands Write down; practice, practice, practice See stories everywhere – examples – Dale Carnegie Training Giving media the tools –celeb photographs w/products Don’t get stopped by “No” – as PR people we have to keep pushing (balance between passive and pesky); heidi = Jeanne Chatsky Be a resource – Lindsey Pollak/NBC Nightly News Don’t throw up roadblocks – help connect the dots
  • Sparkand hustle sm biz

    1. 1. Presented by: Jessica Kleiman Meryl Weinsaft Cooper December 7, 2011
    2. 2. Source: Chartered Institute of Public Relations
    3. 3. Advertising you pay for… Public relations you pray for
    4. 4. How Do You Create News? <ul><li>Introduction of a product, service or event </li></ul><ul><ul><li>Real / unique news </li></ul></ul><ul><li>Having a story to tell </li></ul><ul><ul><ul><li>Think global; pitch local </li></ul></ul></ul><ul><li>Associations with pop culture </li></ul><ul><ul><li>Tie into current events, trends </li></ul></ul><ul><li>Surveys/Polls </li></ul><ul><ul><li>Statistics verify claims; add substance </li></ul></ul><ul><li>Credible Spokesperson </li></ul><ul><ul><li>Access </li></ul></ul><ul><ul><li>Colorful quotes </li></ul></ul>
    5. 5. How Do You Create News? <ul><li>Cause Related/Charity Integration </li></ul><ul><ul><li>Feels good, attracts notables </li></ul></ul><ul><li>Celebrity Associations </li></ul><ul><ul><li>The right celebrity enhances media coverage </li></ul></ul><ul><li>Stunts/Events </li></ul><ul><ul><li>Generates “ buzz ”; brings ideas to life </li></ul></ul><ul><li>Creative Visuals </li></ul><ul><ul><ul><li>Business card, website, quality product photography </li></ul></ul></ul>
    6. 6. Key PR Tactics <ul><li>Media Relations </li></ul><ul><li>Blogger Campaigns </li></ul><ul><li>Social Media Programs/Community Management </li></ul><ul><li>PR Events/ “ Stunts ” </li></ul><ul><li>Influencer Programs/Outreach </li></ul><ul><li>Strategic Partnerships </li></ul><ul><li>Mat Release </li></ul><ul><li>Newswire </li></ul><ul><li>Press Conferences </li></ul><ul><li>Creative mailings </li></ul>
    7. 7. Steps to Strategic PR
    8. 8. Top 10 Tips for Dealing with the Press <ul><li>Have news </li></ul><ul><li>Be brief </li></ul><ul><li>Know your targets </li></ul><ul><li>Develop/maintain relationships </li></ul><ul><li>Be prepared </li></ul><ul><li>Have ties to larger news stories </li></ul><ul><li>Create exciting visuals </li></ul><ul><li>Be resourceful & flexible </li></ul><ul><li>Be proactive & responsive </li></ul><ul><li>Make it an easy experience </li></ul>
    9. 9. beyourownbestpublicist.com @bestpublicist Forbes.com’s Work in Progress blog [email_address] FOLLOW US AT:

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