Public Relations for Small Business

Public Relations for the Small Business JUNE 15, 2010

PR FOR THE SMALL BUSINESS

What Is PR
Public Relations
-noun, t he art or science of establishing and promoting a favorable relationship with the public
Advertisement
-noun, a paid placement intended to persuade an audience to purchase or take some action upon products, ideals or services
Marketing
-noun, the process by which companies determine what products or services may be of interest to customers
Sales
-noun, the income (at invoice values) received for goods and services over some given period of time

We Have Our Own Language
Pitching
Vitching
Blogging
Crisis Planning
Press Kits
Media Training
LTE
Press Release
Vocus
PR FOR THE SMALL BUSINESS Briefing Roundtable FaceBook Market Research Social Media PSA Survey/Poll Features Messaging VNR/RNR Focus Groups Byliner Op-Ed Special Events Campaign Metrics SEO/SMO Impressions

Why Is PR So Important?
PR leverages the integrity of the media to elevate the credibility of a company or source
But, to be effective, you must tailor your message to a specific audience
All small businesses must consider this carefully
Consider the differences in positioning between professional service firms, retail companies or service-based industries
Other benefits
Raise awareness of an issue
Position you as an expert or thought leader
Attract top-tier talent to the company
Deflect criticism and combat negative news
Affordable

Case Study Melanoma Research Foundation (MRF)
Challenge
Reach consumer about connection between tanning and melanoma
Educate lawmakers about controversies around indoor tanning
Insight
FDA holding a public hearing to review current classification and regulatory controls of tanning beds
Strategies
Host Congressional Briefing the day before the FDA’s hearing
Secured Congressional champions – Representatives Carolyn B. Maloney (D-NY), Charlie Dent (R-PA) and Rosa DeLauro (D-CT) – to send “Dear Colleague” letter and ask staff to attend
Offer celebrity and scientists to provide credible, compelling scientific evidence and moving personal stories about melanoma
Success
Attracted more 50 attendees, including 5 news camera crews
Generated 3.2 million media impressions mentioning the MRF in 60 markets, including coverage on CNN

What PR Services Are Right for Me?
Understand what you’d like to achieve
Greater visibility
Message penetration
Favorability
A communications-specific SWOT will serve as your roadmap
Focus on opportunities
There is no “one size fits all”
PR efforts are scalable and should be tailored
Consider your target audience(s)
Establish communication priorities

Have the Basics Ready
Build a PR Toolbox
Key messages and positioning statement
Template press release
Bio and photo
Fact sheet
Backgrounder
Targeted media list
Case study
Press clips
Key Messages
Who are you?
What do you do?
Who do you serve?
What are the benefits?

Top 5 PR Tips
Follow the reporters who cover your industry
Develop and grow the relationship
Develop a PR plan
Plan ahead, based on business milestones: new hires, additional offerings, speaking engagement
If you don’t have news, make it
Make it newsworthy through the following mechanisms: survey, research, giveaway, host an event, convene a roundtable
Participate in a media training
Prepare core messages and practice answering questions that will likely arise from a reporter
Promote yourself as an expert
Blogging, bylined articles, newsletters, speaking events, letter-to-the-editor
Capture video or photo op for online use

Tips for Creating Buzz
Build an editorial calendar
For each month, plan a “theme” to promote or discuss
Link, if appropriate, to other events (i.e., Creativity Month; Oatmeal Month)
Be a tease
Promote a new product or offering that is “coming soon” or to be “unveiled later this fall”
For each new product or offering, build a launch plan to maximize PR opportunities
Secure high profile endorsement
Every industry has an icon, what’s yours? Identify a celebrity (past or present), athlete, political figure (national or local) or cartoon character to speak about your company
Gather testimonials
Thrive online
Determine which social media tools resonate with your audience and establish a presence
Think beyond print: video, photos, music
Work the professional circuit
Engage with your professional trade publications, awards, speaking opportunities

How Do I Build a PR Budget?
In-house support
Part-time or full-time staff person ($60,000-140,000 annual salary)
Write all communiqués (i.e., press releases, newsletters), build relationships with the press, social media activities
Publicist or freelancer
Utilize hourly, fee for service ($80-125 an hour)
Write press releases and pitch the media
PR agency
Annual budget, fee for service ($40,000-400,000 budget range)
Dedicated account team
360 degree communications support

Should I Be Using An Agency?
Yes, if:
I want to raise the profile of my company/product
I have a person on staff to interface with the agency, provide direction and give approvals
There is more communications work than my current staff can support
I need to specialized expertise of a team (i.e., creative, social media, media relations, partnerships)
I have established communication objectives and have a defined budget to support them
I want a program that is measurable

Tips for Working with an Agency
Issue a competitive RFP
Does the agency understand my business?
Who is the team?
Do they offer the “big idea”?
What is the track record for results?
Measurement
Media impressions
Website analytics
Number of interviews
Direct and indirect touch points
Message penetration

The Secrets to Successful PR
Know your audience
Have a purpose in your writing
Always be authentic and credible

Jones Public Affairs
Carrie Jones
202-591-4040
[email_address]

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Public Relations for Small Business

by Jones Public Affairs on Jun 28, 2010

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Public Relations for Small Business — Presentation Transcript