Publicizing your business or non profit in today's world

Publicizing your business or non-profit in today’s world Terri J. Shapiro Deluxe Corp Exec Director, Brand & Media Relations January 18 th , 2011 Martha Stewart Dreamers Into Doers

A little bit about me
Originally from Chicago
Started in PR at age 14
Worked for P&G, Helene Curtis; big agencies
A Mom
Had my own boutique marketing consultancy

What is Deluxe about?
Deluxe is currently known for _________?

Deluxe would like to be known as ___________?
Easy, affordable brand that helps small biz grow

Deluxe would like to be known as ___________?
Easy, affordable brand that helps small biz grow
Logos Email Marketing Website design and hosting Search Engine Marketing, Printing and Promotional Products . . .

How is Deluxe getting the word out?
Advertising
Commercial Radio Public Radio Martha Stewart Living Entrepreneur WABC WCBS KABC WNYC WBBM WCCO

How is Deluxe getting the word out?
Advertising
PR

Deluxe PR: Project REV
A yearlong marketing lab initiated with a national contest
9 winners chosen
$5000 in Deluxe marketing products and services
Consulting support
July 2010 – June 2011

Project REV PR

This is a sophisticated group!

What we’ll cover about PR:
Why you need PR in today’s world
Secret #1 – The media is a customer
Secret #2 – Say VERY little
Secret #3 - Preparation . . . and more
Merchandising your PR

Why you need it in today’s world . . .
Do your customers or donors act on impulse or do they study and consider the decision to purchase over time?

Why you need it in today’s world . . .
Information is provided in sound bytes
You must get them right!
You need to make the most of your opportunities

Secret #1: In PR, you have 2 customers Reporters, editors, bloggers who influence decisions to buy in editorial postings The people who can buy from you

Media = Gatekeeper Get to know the interests of the gatekeepers We’re here because the Witch of the North sent us . . . And she’s got the ruby slippers to prove it!

Research the media http:// www.spj.org/fdb.asp

Offer Yourself as a Source http://http:// helpareporter.com

Research Editorial Calendars

You got the media interested!!!
Now what?

Secret #2
Tell them VERY LITTLE!
Plan your messages ahead of time
Limit yourself to 3 – 5 messages
Express yourself in sound bytes
Less is more

Secret #2 - continued
Be a broken record
Repeat yourself to make sure your messages get across

Secret #3
Never ever talk to the media when you weren’t expecting them to call.
I can’t talk to you right now. But I’d be happy to get back to you soon.

Secret #3: You can’t prepare too much
Rehearse your key messages
Plan for bridging to key messages
Don’t: “No Comment” or “Off the Record”
Do: CALL THEM BACK!

Merchandise Your PR E-mail Twitter Facebook Mailing Blog

Questions?

Publicizing your business or non profit in today's world

by Deluxe Corporation

Accessibility

Categories

Upload Details

Usage Rights

2 Embeds 58

Statistics

Publicizing your business or non profit in today’s world Presentation Transcript

http://www.vivacitynow.com	51
http://74.220.207.101	7