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PR Presentation for APLD Conference
 

PR Presentation for APLD Conference

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The Garden Media Group represents clients in the gardening and green living sectors. GMG presented this workshop at the annual APLD Conference in Cleveland June 2011.

The Garden Media Group represents clients in the gardening and green living sectors. GMG presented this workshop at the annual APLD Conference in Cleveland June 2011.

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  • Before you communicate with the media, sit down and think about what you want to achieve, how you are going to communicate, and exactly who you want to communicate with ---then do it!
  • Before you communicate with the media, sit down and think about what you want to achieve, how you are going to communicate, and exactly who you want to communicate with ---then do it!
  • Will your story help them save water, solve a problem, save money, sell their house, attract animals to their garden, repel animals from their garden. Discover their interest and serve it to them with irresistibly rich content You’ve got to deliver it to them.
  • Will your story help them save water, solve a problem, save money, sell their house, attract animals to their garden, repel animals from their garden. Read the paper, search for local blogs, join groups.
  • Break into three Groups of 5
  • 5 minutes
  • 15 minutes in groups 5 minutes per group to report
  • Discussion
  • Volunteer with local habitat for humanity - to design a landscape. Local CSA Hospital gardens

PR Presentation for APLD Conference PR Presentation for APLD Conference Presentation Transcript

  • Public Relations Success How to Tell Your Story To Your Audience
  • Public Relations Success Reaching the right media with the right message , at the right time with the right pictures
  • Success Tools
    • Plan for Success
    • PR Tips
    • Social Media
  • Plan for Media Success:
    • Objective
    • Strategy
    • Checklist
    • Communication
  • Plan on Media Success Objective
    • What do you want to achieve?
    • What specifically is your message?
    • If you don’t have a reason to communicate, don’t.
  • Plan on Media Success Strategy
    • Deliver great content. You can’t force the media to come to your story.
    • Know exactly why the person you are ‘pitching’ needs to share your news with their audience
    • Find common ground
    • Become a trusted source
    • Establish a level of trust, confidence and professionalism that gets your message heard
  • Plan on Media Success Tactics
    • Target the right person.
    • Package your story for the reporter, not for you.
    • Tell them why you are emailing
    • Write a 5 word headline
    • Craft a lead with punch
    • Don’t attach, include
    • Offer options
    • Follow-up . . . but don’t harass
  • Basic Press Release
    • Contact Information
    • Use a (City, State) Month XX, 2011
    • Grab attention with the first sentence
    • Keeps sentences and paragraphs short – no more than four lines per paragraph.
    • Always answer who, what, when, where, why and how?
  • Typical topics
    • Announcements of the receipt of an award
    • Announcements of major contracts
    • Announcements of events
    • Pictures of community outreach
    • Publishing of a book or white paper
    • Recent newsworthy development or garden trend.
  • Plan on Media Success Checklist
    • Make a list of reporters/editors
    • Write a brief email pitching your story
    • Include 1 or 2 pictures in the email
    • Include a phone, email and website link
    • Make a spreadsheet with reporters deadlines and dates of correspondence
    • Follow up – but don’t harass
  • PR
  • PR Tip1: Think Like a Reporter
    • Supply great pictures
    • Answer a question
    • Provide well written copy
  • PR Tip 2: Tell A Story
    • Before and After pictures
    • Take pictures with a story in mind
    • Drama or a key focal point
  • PR Tip 3: Rookie Mistakes
    • Don’t blast mass news releases
    • Don’t send incomplete information
    • Don’t send big attachments, long emails or longer voicemails
    • Don’t be a pest
  • Let’s Create Some Buzz In Break Out Groups
  • Brainstorming
    • What do your customers want to know about?
    • What are some ‘how-to’ story ideas?
    • What tips from the pros can you offer?
  • Brainstorming
    • Group 1: Post-Conference Press
    • Group 2: Exciting Projects
    • Group 3: Trends in Landscape Design
    • Who are you targeting?
    • What is your angle? The hook?
    • How are you going to get noticed?
    • Write your headline
    • Write your lead paragraph
    • Write your quote
    • What pictures do you need?
    • How can you repurpose for social media?
  • HOW ARE YOU USING SOCIAL MEDIA ?
  • How does social media fit into all of this?
    • Social media is the new public relations
    • Repurpose traditional PR releases and post on Facebook, Twitter, and your website,
    • Turn your news into a blog posting
    • Develop a social media action plan with dates and topics for Facebook, Twitter and LinkedIn
  • Your New 10 Minute Schedule
    • 3 minutes
    • Check for Twitter chatter about your company and its competitors.
    • 2 minutes
    • Scan Google News and Blogs Alerts for important articles.
    • 3 minutes
    • Filter and flag relevant industry-related LinkedIn and Quora questions.
    • 2 minutes
    • Log in to Facebook to scan your wall and comments.
  • What is Social Media?
    • Social interaction
    • Web-based and mobile technologies to turn communication into interactive dialogue
    • Encourages the creation and exchange of user-generated content.
    • Blends technology and social interaction to co-creation something of mutual value
  • Social Media Tools
    • Facebook
    • Twitter
    • LinkedIn
    • YouTube
    • Blogger
    • Flickr
    • Instagram
    • Cinch
    • Ustream
    • Pinterest
    • Something new every day!
  • Social Media Do’s
  • Social Media Don’t’s
  • Top Ways to Use Social Media to Win the Mind of Your Customers
    • Making a 1st Impression
    • Be a Thought Leader
    • Be a Buzz Agent
    • Serve the Customer
    • Help Others
  • Monitor Your Reputation
    • Google Alerts Google Alerts will send you a daily digest email anytime your search terms come up in blogs, news, or other websites.
    • Twitter Search If you want to know real time what people are saying, you can setup a Tweetdeck mention columns, include searches for your company and business owner.
  • You Are An Expert
    • Use your blog and Facebook page to promote yourself as an expert
    • Toot your own horn
    • Tell your story, tell it often.
  • Be a Buzz Agent
    • Actively talk up something
    • Seek online opportunities to build your name recognition
    • Be a reliable source
    • Make connections
  • Help Others
    • The best way to be popular is to help others
    • Get the reputation of answering others questions
    • Become a mentor
    • Target the right media
    • with the right story
    • at the right time
    • and your story will be told
    • to the right people -
    • Your potential customers
  • THANK YOU ! I HOPE TO HEAR FROM YOU SOON!