Public Relations 101:The Basics of “Earned Advertising”<br />Enterprise University<br />Ann Marie Mayuga, AMM Communicatio...
Today’s take-aways<br />The Message - every company has a story<br />Define your story<br />Identify your audiences<br />C...
Marketing umbrella<br />Advertising<br />E-Marketing<br />Public Relations<br />Referrals<br />
Why public relations?<br />Communicates strengths to target audiences<br />Enhances credibility<br />Increases awareness<b...
Communicating strengths<br />Products and services<br />Benefits and solutions<br />Key message<br />Tailor message to aud...
Defining your message		<br />How is your company perceived by employees, peers, competitors, customers, prospects?<br />Ho...
Key Messages<br />What sets you apart?<br />What makes you a credible source?<br />Why would a reporter want to interview ...
Public relations tactics<br />Web site<br />Internal communications<br />Media relations<br />E-newsletter, E-blasts<br />...
Web site review<br />A positive, competitive image<br />Easy navigation<br />Smart information<br />Updated often<br />Sea...
What makes a Web site useful to a reporter?<br />
Media relations 	<br />What is media relations?<br />Tools<br />Editorial calendars<br />Media advisories<br />Media famil...
Anatomy of a story pitch<br />Is this a current story idea?<br />How is this story idea of interest to the reporter?<br />...
Working with the Media	<br />Online<br />Blogs<br />Print<br />Radio<br />Television<br />
On-line Media<br />Blogs<br />On-line publications<br />On-line versions of print publications<br />Reporters’ blogs<br />...
The News Release<br />What is it?<br />How is it used?<br />Does it work?<br />Writing your boiler plate<br />
Inverted Pyramid News Writing Style<br />Who…What…When…Where…Why<br />Important Information<br />Other Details<br />Lesser...
Your virtual image<br />Search engine optimization (SEO)<br />Google factor<br />Social media presence<br />Corporate blog...
Maximizing Placements<br />What makes a good placement<br />Incorporate into your marketing<br />Web site<br />E-newslette...
Crisis Communications<br />When is it a crisis?<br />Plan ahead for a crisis<br />Indentify your crisis team<br />Don’t ta...
Journalists online	<br />
Sources for stories<br />
New ways to connect	<br />
Social networking*:<br /><ul><li>Advantages
Connect with lots of new people
Get the word out without an intermediary
Establish yourself as expert in your field
Connect with clients
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"Public Relations 101: The 'Earned Advertising'"

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An Enterprise University 03.26.10 class, "Public Relations 101: The 'Earned Advertising'" co-presented by Ann Marie Mayuga, AMM Communications LLC, and Mary Schanuel, Synergy Group. It's a how-to in public relations.

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  • 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
  • "Public Relations 101: The 'Earned Advertising'"

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