1. PR Perspectives from the Field
Presented by:
Christina C. Steed, Senior Vice President
Flowers Communications Group
October 17, 2012
2. Today’s Topics
About me
Who is FCG?
FCG’s Work
Social Savvy
Our clients
Recent events
Frequently asked PR questions
Wrap-up/Q&A
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3. About Me
Currently a senior vice
president at Flowers
Communications Group
11 year plus communications
professional—began in
broadcast journalism
PR Week’s, “40 Under 40 Rising
Star”
Past employers include:
GolinHarris, H + A International,
Inc. and LBP Manufacturing, Inc.
Developed expertise in
marketing, research, fundraising,
community and public relations
Want to know more? Learn
here:
Follow me on Twitter:
@ccsteed
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4. Who is FCG?
• Flowers Communications Group is one of the country’s leading
multicultural, integrated marketing communications companies.
• We:
Are a trusted, award-winning marketing
communications partner for some of the
world’s most recognizable brands
Shape “total market” programs with
cultural insights
Flowers Communications Group (FCG) is one of the country’s leading multicultural, integrated
marketing Utilize an integrated approach with
communications agencies.
expertise in public relations, social media
and marketing services
Remain a proud member of the IPREX
global communication, that boasts 1,500
communicators in 115 countries
Maintain status as a certified
MBE/WBE/DBE organization
5. Who is FCG?
• Areas of Expertise include:
Strategic Planning and Management
Campaign Ideation
Media Relations
Social Media
Consumer Engagement
Flowers Community Relations
Communications Group (FCG) is one of the country’s leading multicultural, integrated
marketing Creative Services
communications agencies.
Research, strategy and insights
Media Management
Issues Management
6. FCG’s Approach
Flexible/
Agile
ic
-ce nt r
B rand
Bu s Multicultural
ines
s Dr relevance
iven
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15. IT’S ALL IN THE NUMBERS
What is PR?
:
http://www.youtube.com/watch?v=UCiK5-
R2c0I
16. What is PR?
The formal definition of PR has changed many times
over the years as society evolves with the help of
technological advances
Earlier definitions emphasized advertising and
publicity, while more modern definitions incorporate
concepts of “engagement” and “relationship building”
According to the Public Relations Society of America,
PR is currently known as a strategic communication
process that builds mutually beneficial relationships
between organizations and their publics
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17. What is a press release?
A story that presents the most newsworthy
aspect of a product, company or service—
typically written in Associated Press writing style
Good press releases place the most pertinent
details at the top of the release, much like the
lead of a hard news story and are SEO optimized
Subsequent paragraphs include supporting
details about the brand, spokesperson quotations
and any final information that is vital to/for the
client
Bad press releases Gawker’s, “PR Dummies”
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18. What’s a pitch? And how is it done?
A pitch letter allows direct communication
between the PR representative and the journalist
It’s an opportunity to persuade the
journalist/client to read the press release but
more importantly, establish a relationship with
them
Personalize it. Keep it short. Avoid clichés
Keep it light at
http://99problemsbutapitchaintone.tumblr.com/
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19. What role does social media play in
PR?
Though a relatively new area, social media is at
the heart of many companies’ public relations and
marketing initiatives
It starts with developing profiles and pages on
relevant networking sites
Two things drive social media: original content (i.e.
blogs, photos, press releases) and interactions
with connections
No matter the social media platform, a link back to
the company’s site should always be included
Headlines are extremely important, especially on
Twitter. 140 characters forces you to foster a
connection with the social community quickly
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20. Do I need an internship?
Yes! PR is all about establishing
relationships
Visit DePaul Experience often for
weekly postings of internships
Once in your internship, value the
experience. Speak up! Volunteer
for tasks. Read the news and PR
blogs. Be polite and ask questions!
Find a mentor and make a
connection. You never know who
knows who to help you land your
dream job
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21. Why PR as a profession?
Creativity
Exciting changes in the industry
(multiculturalism, social media)
Smart people, smart clients
Change the world one pitch at a time
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