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Public Relations - Deluxe Small Business Heroes Tour
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Public Relations - Deluxe Small Business Heroes Tour

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Learn more about Public Relations for your small business from Terri Shapiro, Executive Director of Brand & Media Relations, Deluxe Corporation. In the presentation, you will learn what PR can do for ...

Learn more about Public Relations for your small business from Terri Shapiro, Executive Director of Brand & Media Relations, Deluxe Corporation. In the presentation, you will learn what PR can do for your business, "big secrets" to effective PR, managing your media interview, and merchandising your publicity.

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    Public Relations - Deluxe Small Business Heroes Tour Public Relations - Deluxe Small Business Heroes Tour Presentation Transcript

    • GET MORE CUSTOMERS VIA PR follow hashtag #deluxehero
      • Exec Director, Brand and Media Relations, Deluxe
      • Terri J Shapiro
      Your Speaker Today
    • A PR Win for Deluxe!
      • What PR Can Do For Your Business
      • The “Big Secrets” for Effective PR
      • Managing Your Media Interview
      • Merchandising Your Publicity
      Today’s Topics:
    • What Is PR?
      • VISIBILITY
      What Is PR?
    • Do You Need PR?
      • Are Trade Publications Influential in Your Industry?
      Do You Need PR?
      • Does your industry get written about in the general media?
      Do You Need PR?
      • Purchase Process:
      • Do your customers act on impulse or do they study and consider the decision to purchase over time?
      Do You Need PR?
      • Is there a danger factor in your industry?
      Do You Need PR?
      • You Have Two “Customers” in PR
      Secret #1 Reporters, editors, bloggers who influence decisions to buy in editorial postings The people who can buy from you
    • The Media as “Customer”
      • Media = Gatekeeper
      • Get to know the interests of the gatekeepers
    • Researching the Media
    • Editorial Calendar
      • You Got The Media Interested!
      • Now What?
      Managing Your Interview
      • Communicate in sound bytes – tight, short, clear
      • Plan for 3 – 5 sound bytes
      • Speak in visuals
      • Tell Them VERY LITTLE!
      Secret #2
    • Charlie’s Cupcakes
      • Talking Points
      • 1 st bakery to offer complete customization
      • Only way everyone can be happy
      • New party program in demand
      • How can you help the reporter experience your brand?
      Opportunities to Experience
      • Never, Ever Talk to the Media When You Weren’t Expecting Them to Call . . .
      Secret #3 I can’t talk to you right now. But I’d be happy to get back to you soon.
      • Prepare. Prepare. Prepare.
      • Do: Research and Rehearse
      • Do: CALL THEM BACK!
      • Don’t: “No Comment” or “Off the Record”
      Secret #3
    • Merchandising Your PR E-mail Twitter Facebook Mailing Blog
      • Thank You!
      QUESTIONS?