SMPS Va. 2009 Marketing Bootcamp - PR Introduction

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Introductory presentation on public relations I gave at the 2009 Society for Marketing Professional Services (SMPS) Marketing Bootcamp seminar.

Introductory presentation on public relations I gave at the 2009 Society for Marketing Professional Services (SMPS) Marketing Bootcamp seminar.

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  • 1. 2009 SMPS Marketer’s Bootcamp: Domain 5 – Public Relations April 16, 2009
  • 2. What is Public Relations?
    • Public relations is about building healthy, mutually beneficial relationships with all who have an interest in your organization.
    • Use the same adjectives you’d use to describe a healthy, functional personal relationship.
      • Respectful, attentive, helpful, etc.
  • 3. Who Does Public Relations Involve? Public Relations Media Relations Public Affairs Internal Communications Investor Relations Community Relations
  • 4. How PR Differs From Other Communication Disciplines
  • 5. Public Relations Myths Unveiled
    • Public Relations ≠ Media Relations
      • The media are only a fraction of the stakeholders you need to address.
    • Public Relations ≠ Crisis Flacks
      • With the 24/7 news cycle and breadth and depth of online resources, any wrongdoing will make its way to the surface.
    • Public Relations ≠ One-Way Communication
      • You must listen to your stakeholders and respond to what they are saying.
  • 6. The Current State of the Media
    • Print journalists are becoming increasingly scarce and stretched thin.
      • They are also having to wear more hats (writer, editor, videographer, blogger).
    • Publications are more inclined to publish stories from freelancers and other outside sources.
    • Bloggers can be as influential as traditional media.
    • Twitter, RSS, Facebook
  • 7. Social Media Avenues
  • 8. Best Practices
    • Monitor media relevant to your company.
      • Stories about your company, your competitors, trends in your industry.
    • Get an AP Stylebook.
      • Read it, read it again, explain it to someone, read it backwards, then read it again.
    • Proofread, fact check, etc. anything you send to anyone, internally and externally.
    • Do what you can to have a direct line of communication to senior management.
  • 9. Best Practices
    • Never say “no comment.”
    • Don’t start a fight with someone who buys ink by the barrel.
    • Embrace new media.
      • It won’t bite and it can be an invaluable way to dial into your stakeholders’ thoughts.
    • Never ignore a stakeholder’s complaints or concerns.
      • Make them feel valued.
  • 10. Write Like a Journalist
    • Media is plural.
    • A company/organization is a singular noun
      • Buy More values its customers and employees.
    • Benefits, not features.
    • Numbers under 10, write out.
      • We have 10 buildings and six parking lots.
    • Don’t use jargon.
      • If you have to use catch phrases or flowery language, it’s not important.
  • 11. Tips for Pitching a Reporter
    • Don’t pitching during a deadline.
      • Thursdays
      • After 4 p.m. weekdays
    • Know why your story is relevant to the reporter and his or her audience.
    • Don’t offer the same angle for a story a reporter just covered.
    • Use eye-catching, concise email subject lines. 
      • The subject should grab one’s attention and the body of the e-mail should be short. Keep it simple.
  • 12. Tips for Pitching a Reporter
    • Develop relationships with beat reporters before you pitch them.
      • Send a note saying you liked their article in Monday’s paper, take them out to lunch, call and see what they’re working on…anything to build a genuine relationship.
    • Don’t call a reporter to ask if he/she received your e-mail.  
      • If you haven’t heard back in a couple of days, feel free to e-mail again.
    • Contact the correct reporter.
      • If you’re pitching a restaurant story, do not contact the tech blogger.
    • Research the publication’s editorial calendar.
  • 13. Tips for Pitching a Reporter
    • Don’t bury the lead of your story in the fourth paragraph of your press release.
      • Get to the point in the first two sentences.
  • 14. Online Resources
    • HARO
    • PRNewswire*
      • ProfNet
    • Cision*
    • Google News Alerts
    • Video Monitoring Service (VMS)*
    • Technorati/BlogPulse
        • *Subscription/payment required.