Ann Marie Mayuga, AMM Communications, presents Enterprise University Course 205 - Public Relations 101

1. Public Relations 101: The Basics of
Earned Advertising
Enterprise University Course 205
Fall 2016

2. You may be aware of PR, but are uncertain
of how it relates to Marketing, Lead
Generation, Sales, and Talent Acquisition.

3. You want to
supplement your
current marketing
tactics with Public
Relations

4. You probably read press releases and see
earned media…
…all the time, but
don’t realize it

5. At the end of this course you will see the
role of PR in Marketing, Lead Generation,
Sales, and Talent Acquisition

6. My goal today is for you to leave this
course with at least 3 ideas to
implement tomorrow
My goal today is for you to leave this course
with at least 3 ideas to implement
tomorrow

7. An Overview of
Public Relations

8. PR Amplifies
Content

9. What News Outlets and Publications
Do You Read?

10. Print or STLToday.com?

12. National & Trade Publications

13. The Importance of Awards

14. Builds

15. Builds Links Back to Your Website (Domain
Authority – MOZ Open Site Explorer)

16. Useful in Talent Acquisition and
Recruiting

17. Reputation Management

18. Rescues Your Reputation

19. Focuses on the Recovery
from the Mistake

20. Take My Crisis Communications Class –
EU Course 231 – September 29, 2016

21. The PESO Model

22. Paid Content

23. Sponsored Facebook/Twitter Posts

25. Advertorials & Paid Reviews

26. Earned Media

27. Traditional PR and
Publicity

28. Media/Blogger Relations

30. Shared and
Owned

31. Shared Media is
Social Media

32. Owned is

34. What is Publicity
vs. PR

35. PR is part of the
“Magical Triangle”

36. PR is the
Leading Point

37. Social Media is an Organic Outlet to
Reach Your Audience and Point #2

38. Finally, Digital Marketing
(Your Website, newsletter,
etc.) is the 3rd Point

39. Publicity is a
Subset of PR

40. Event Marketing – TV, Radio, Online
Broadcasts etc.

42. Company-Sponsored Events

43. Both Increase Awareness
and Create a “Buzz”

44. “Buzz” is People Talking About Your
Product or Service

45. People are Excited and Engaged!

47. The Importance of
Defining Your
Messages

48. The 5 W’s and
How?

50. The Fundamentals of Journalism

51. Missing
Information Leads
to Audience
Frustration

52. Don’t Make Up
Information!

54. The Audience Usually Wants
to Know How You Do It!

55. An Opportunity to
Highlight the Uniqueness
of Your Product/Service

56. Demonstrate the Process of Delivering
Your Product/Service

58. The Most
Important of
the W’s

59. Your People are
the Greatest
Asset

60. Talent Acquisition - You Want to
Attract “A-Players” to Your Company

61. The Message

62. Every Company Has
a Story!

63. Words are Everything!
(The Power of Words YouTube Video)

64. Identifying Your Intended Audience

65. Every Time You “Pivot”, It’s
Newsworthy!

66. Defining Your Story

67. Write Clearly
(Weird Al Word Crimes YouTube Video)

68. How Would You
Describe Your
Product or Service in
a Straightforward
Way?

69. What Problems Do You Solve?

70. Let’s Create a Haiku – Take a complex
idea and make it simple!

71. Line 1: 5 Syllables

72. Line 2: 7 Syllables

73. Line 3: 5 Syllables

74. The Pitch

76. How to Pitch (Jon Resnick YouTube
Pitch Video)

77. Why would a
Reporter, Blogger,
Writer be interested
in the story?

78. Reporters need to tell
interesting stories to their
audience

79. Pitching Exercise –
Pair Up!

80. Each person writes 3
short, “soundbites”
about their business

81. Discuss and
clarify those
items with your
partner

82. Your partner decides which soundbite
is interesting and tells you why

83. Dissecting the Pitch

84. Did You Answer the
5 W’s?

85. Does the audience benefit from your story?

86. Are you a reliable
and credible
source for the
story?

87. How PR fits into
Your Company’s
Overall Marketing
Plan

88. Strategies

89. What Not to Do with a
Reporter

90. Don’t Stalk Reporters!
(The Art of the Elevator Pitch)

91. Don’t expect them to write your
story immediately

92. Be Prepared! Media Training for Live
Interviews

93. Media Relations

94. AMM Communications Cultivates
Relationships with Reporters

95. Know Which Reporters
Cover What Beats

96. Be Accessible Because
They are on Deadline

98. PR Amplifies Content

99. Content Builds TOMA –
Top of Mind Awareness

101. Tactics and Tools

103. An Integrated Message – One Press
Release to Multiple Media Outlets
(Short 400-500 Words)

104. What’s Worthy of a Press Release?
New Hire, New Office, Community
Involvement etc.

105. Body = Lead + Details + Tagline

106. The Award Nomination

107. Awards are more than Ego:
Awards build Trust and Credibility

108. Are you more
likely to do
business with an
award-winner?

109. The more prestigious the award, the more
difficult it is to win. It takes persistence!

110. Newswires

111. AMM Communications posts on STLToday
and Biz Journal

112. Expand your news to NYT, USA Today, and AP

113. Trade Publications –
Sometimes accept
Direct Submissions

114. Social Media and
Content Marketing

115. How Does Social
Media Fit into the
Media Equation?

116. Increases the Reach of Your Press Release

117. 1 Person with 1000 Followers
Increases Your Reach

118. All employees have
social networks to
magnify your news

119. How Does Content Marketing
fit into the Media Equation?

120. PR is a Key Tactic in Content Marketing

121. PR Builds Domain Authority
Through Back Links

122. Content Marketing Needs to Be Fresh

124. Create Your Own News –
You are the Author

125. Blogs also Build Domain Authority and
Traffic to Your Website

126. Use Keywords to
Increase Google
Search Traffic

127. In Conclusion – What We Discussed
Today…