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03 26 10 Eu Presentation Amm Comm

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An Enterprise University March 26, 2010 class co-presented by Ann Marie Mayuga, AMM Communications, and Mary Schanuel, Synergy Group, "Public Relations 101: The 'Earned Advertising.'" A do-it-yourself …

An Enterprise University March 26, 2010 class co-presented by Ann Marie Mayuga, AMM Communications, and Mary Schanuel, Synergy Group, "Public Relations 101: The 'Earned Advertising.'" A do-it-yourself approach to public relations for small business owners.

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    No notes for slide
  • AMM slideTacticsSTL Business Journal editorial calendarSmall Business Monthly editorial calendarRefer to samples in folderRefer to Mary’s binders – Discuss what can be news and how it is picked up.
  • Mary’s slideOpen up to group – Refer to folder for pitches for print, radio and broadcastAsk group to come up with story ideas – Localizing a national story idea; Tie in with local news story; Fine tuning a story for different media outlets

Transcript

  • 1. Public Relations 101:The Basics of “Earned Advertising”
    Enterprise University
    Ann Marie Mayuga, AMM Communications LLC
    Mary Schanuel, Synergy Group Marketing Communications
  • 2. Today’s take-aways
    The Message - every company has a story
    Define your story
    Identify your audiences
    Communicate your story
    Understand the media tools
  • 3. Marketing umbrella
    Advertising
    E-Marketing
    Public Relations
    Referrals
  • 4. Why public relations?
    Communicates strengths to target audiences
    Enhances credibility
    Increases awareness
  • 5. Communicating strengths
    Products and services
    Benefits and solutions
    Key message
    Tailor message to audiences
  • 6. Defining your message
    How is your company perceived by employees, peers, competitors, customers, prospects?
    How do you want to be perceived by the public?
  • 7. Key Messages
    What sets you apart?
    What makes you a credible source?
    Why would a reporter want to interview you?
    Why would a viewer, listener or reader want to know what you have to say?
  • 8. Public relations tactics
    Web site
    Internal communications
    Media relations
    E-newsletter, E-blasts
    Blog
    Social media
  • 9. Web site review
    A positive, competitive image
    Easy navigation
    Smart information
    Updated often
    Search engine friendly
  • 10. What makes a Web site useful to a reporter?
  • 11. Media relations
    What is media relations?
    Tools
    Editorial calendars
    Media advisories
    Media familiarization meetings
    Media lists
    News releases
    Story pitches
  • 12. Anatomy of a story pitch
    Is this a current story idea?
    How is this story idea of interest to the reporter?
    How is this story idea of interest to the readers, viewers or listeners?
    Why are you a good source?
  • 13. Working with the Media
    Online
    Blogs
    Print
    Radio
    Television
  • 14. On-line Media
    Blogs
    On-line publications
    On-line versions of print publications
    Reporters’ blogs
    Social media – LinkedIn, Facebook, etc…
  • 15. The News Release
    What is it?
    How is it used?
    Does it work?
    Writing your boiler plate
  • 16. Inverted Pyramid News Writing Style
    Who…What…When…Where…Why
    Important Information
    Other Details
    Lesser Details
  • 17. Your virtual image
    Search engine optimization (SEO)
    Google factor
    Social media presence
    Corporate blog
    Agency on-line activity
    Company Web site
  • 18. Maximizing Placements
    What makes a good placement
    Incorporate into your marketing
    Web site
    E-newsletters
    Secure permission, if necessary, from media outlet
  • 19. Crisis Communications
    When is it a crisis?
    Plan ahead for a crisis
    Indentify your crisis team
    Don’t take the bunker mentality
    Remain calm at all times
    Be forthcoming with information
  • 20. Journalists online
  • 21. Sources for stories
  • 22. New ways to connect
  • 23. Social networking*:
    • Advantages
    • 24. Connect with lots of new people
    • 25. Get the word out without an intermediary
    • 26. Establish yourself as expert in your field
    • 27. Connect with clients
    • 28. Disadvantages
    • 29. Can consume lots of time
    • 30. Most connections don’t amount to paying clients
    *Credit: “Strategies: Which social networking site is best for your small business?” by Rhonda Abrams,
    May 15, 2009, USAToday.
  • 31. What are they?
    – 140 characters; establish a base of followers. Quick hits.
    – Focused on helping professionals connect.
    (Facebook) – Social networking site for family and friends. Use to create business fan page.
    – Site is all videos. Post video of your products for prospects.
  • 32. Differentiated? Oops!
    Share and discover what’s happening right now, anywhere in the world.
    Connects you to trusted contacts and helps you exchange knowledge, ideas and opportunities with a network of professionals.
    Facebook helps you connect and share with the people in your life.
    A place for people to discover and share content from anywhere on the Web.
  • 33. Today’s take-aways
    The Message - every company has a story
    Define your story
    Identify your audiences
    Communicate your story
    Understand the media tools
  • 34. Questions & Answers