Public RelationsEllen TreanorPersonal Branding ProsProfessional in Residence SUUellentreanor@gmail.com818-731-4880Personalbrandingpros.com
Overview• Definition• Publics• Communication Process• Control• About the Media
Overview• Media Mentions & Opportunities• Press Release• Press Kit• Non-media Connectors• Social Media
Defined• Public relations is a strategiccommunication process thatbuilds mutually beneficialrelationships betweenorganizations and their publics.
Defined• “Process” is preferable to “management function,”which can evoke ideas of control and top-down,one-way communications.• “Relationships” relates to public relations’ role inhelping to bring together organizations andindividuals with their key stakeholders.• “Publics” is preferable to “stakeholders,” as theformer relates to the very “public” nature of publicrelations, whereas “stakeholders” has connotationsof publicly-traded companies.
Defined/PRSA– Anticipating, analyzing and interpreting public opinion, attitudes and issuesthat might impact, for good or ill, the operations and plans of theorganization.– Counseling management at all levels in the organization with regard topolicy decisions, courses of action and communication, taking into accounttheir public ramifications and the organization’s social or citizenshipresponsibilities.– Researching, conducting and evaluating, on a continuing basis, programsof action and communication to achieve the informed public understandingnecessary to the success of an organization’s aims. These may includemarketing; financial; fund raising; employee, community or governmentrelations; and other programs.– Planning and implementing the organization’s efforts to influence or changepublic policy. Setting objectives, planning, budgeting, recruiting and trainingstaff, developing facilities..
Communication ProcessDetermine the desired objectives of your efforts.Target market selectionDecide on the media, groups, and individuals that will beable to reach your target market most effectively.(Connectors)Communicate compelling reasons for consumers inyour target market to pursue exchanges with yourorganization, and give connectors a reason to pass onyour information to the consumers within theirsphere of influence. (Message)
Control– Is the information worth spreading?– Is this information actually news?– Does this information matter to theintermediary’s audience?– Does spreading this information positively affectthe image or standing of the intermediary in theeyes of its audience?– Does disseminating this information benefit theintermediary?
MediaAdvertising Media- Segment of the media business focused ongenerating revenue through the sales of advertisementsNews Media- Any person or entity that gathers information ofpotential interest to a segment of the public, uses its editorialskills to turn the raw materials into a distinct work, andmakes its products available to the general public throughpurchase, subscription, or free distribution
MediaContent- All non-advertising elements of media, including butnot limited to articles, columns, feature stories, andeditorials• Print– newspapers, magazines, and trade journals• Broadcast– television and radio news• Organizational publications– newsletters, reports, and Web sites produced by companies andassociations• Electronic– news Web sites and blogs
Media Mentions• Pitch- A marketer’s attempt to convince ajournalist to report on a topic relevant tohis or her product or company• Press Release• Media Alert
Media Opportunities• Editorials• Expert articles• Cases• Events• Interviews• Op-ed- opposite the editorial, commonplacement on the page opposite an editorial
Media Opportunities• Events- A special activity, showing, display, orexhibit designed to demonstrate products or toconnect the product to favorable products oractivities• What will you do?• (When in doubt, give an award!)
Media Opportunities• Timing, Timing, Timing– Know about lead times and deadlines forpublications• Long Leads for magazines =1 to 2 seasonsahead– Sometimes a year in advance– Find out the schedule and pitch for a good fit• Short Leads– Newspapers and calendars
Media Opportunities• Make your own NEWS– Add something NEW – mix up your event– Bring NEW partnerships, sponsors, non-profits– Be Unique• Examples: what makes your ______ coolerthan any other event of business just likeyours– Be Relevant– Be timely
Press Release1. Press release label2. Release date statement3. Contact information4. Headline5. Sub-heads6. Body7. The lead8. Boilerplate9. Conclude with # # #
Press Release• Press Release Headline HereOptional subhead is placed here, usually in sentence format.• CITY, State, Month Day, Year (Releases) --The opening sentence is the most important element in a press release where youshould succinctly summarize what is being announced. The opening paragraph should clearly get the readers attention through astrong hook while providing the most important facts. As a best practice, write your press release first then come back and developthe opening paragraph as a summary of the press release. Then compare this new opening paragraph with your initial firstparagraph.• A press release should consist of three to six paragraphs where you provide all the relevant facts and information a reporter shoulduse to write a story. The most important information should be listed first, with the least important information appearing in the finalparagraph• "A great press release should include a great quote from a company executive or industry expert," says eReleases PresidentMickie Kennedy. "An important thing to know about quotes is that the media generally wont use them unless they are evocative,fresh or state something in a way that would be very difficult to paraphrase.• Optional Boilerplate• A boilerplate is a short paragraph that explains the identity of a company and what it does. Boilerplate is optional, but it doesnt hurtto have one to help identify your business. Think of boilerplates as a thumbnail sketch of your company that provides a littlebackground information to the press. Once youve written a boilerplace, you can use it in all of your press releases.• Contact:• Name of Media ContactTitle of Media ContactCompany NameContact Phone NumberContact E-mailWebsite URL# # #
Press Release• What NOT to do– Don’t write in all caps – it has to be changed– Don’t FAX or bring it in - email is best– Don’t wait until the last minute - ask aboutdeadlines– ET process- call/e-mail/call/call
Press Kit• Information compiled by organizations for thepurpose of informing media outlets and otherconnectors about their firm, brands, products,employees, and activities• Backgrounder- Fact-oriented, takes the form of anarrative about a company, product, or person• Factsheet- A list of facts designed to enticeconnectors to cover a firm or its products, whilesupplying them with information to support theircoverage
Connectors• A person who monitors, analyzes, andshares information about a product orindustry. An NMC may be paid for herefforts, but she is not employed by a mediaorganization.
Connectors• Reference Groups– Formal Organizations– Informal organization– Trade organizations– Political parties– The American Medical Association– The Better Business Bureau
Connectors• Opinion Leader– An individual whose attitudes, opinions, andbehaviors greatly influence a group or society• Expert-– A person with education and/or experience in aparticular field, who is, typically, not a journalist– Industry professionals– Self-proclaimed authorities
Social Media• Answer these questions– Set clear goals?– Human resources to commit?– Quality content?– Which sites and platforms?– Website is ready for sm attention?– Incorporate social marketing strategies throughout thebuying process?– EVERY campaign is social?