Guerilla Public Relations WINTER 2010
Guerilla Public Relations The practice of public relations is a sophisticated method for moving forward a business’ growth...
Answer:  cat herding www.StephensonGroup.com
OK,  Now Really : According to the Public Relations Society of America:   “ Public relations helps an organization and its...
<ul><li>Public relations’ success relies on conversations about and with your company, conducted with credible, impartial ...
<ul><li>Your company can discuss the value of your solution to the marketplace in a way that is  meaningful to the custome...
www.StephensonGroup.com Public Relations:  Myth Busting MYTH TRUTH You need to give journalists a “snow job” so that they’...
www.StephensonGroup.com The Public Relations Crash Kit: Guerrilla PR for Entrepreneurs PR Tool Why it’s in the Kit Media P...
www.StephensonGroup.com How to talk to a journalist:  THE PITCH The Basics Don’t interrupt a deadline.  Be polite. Get to ...
www.StephensonGroup.com Five Minute Exercise: BUILD YOUR PITCH <ul><ul><li>What is your news? </li></ul></ul><ul><ul><li>W...
www.StephensonGroup.com The Public Relations Crash Kit: ACTION PLAN Action Item PR Tactics The Buck Stops Here Start/ End ...
www.StephensonGroup.com Five Minute Exercise: BUILD AN ACTION PLAN <ul><ul><li>Write down three things you want to  </li><...
Basic structure of a News Release:       HEADLINE:  generally about 80 to 125 characters. SUBHEAD:  a supporting sentence ...
DO:   Be interesting.   DON’T:   Be Boring.  DO:   Be factual.   DON’T:  Use hyperbole or sales language. DO:    Think soc...
www.StephensonGroup.com Social Media:  Common Sense <ul><li>Social media:   Constantly changing. </li></ul><ul><li>Know wh...
www.StephensonGroup.com Social Media,  cont. <ul><li>Rules:   Have clear ground rules for your SM team. </li></ul><ul><li>...
ARE YOU READY TO CAT HERD? www.StephensonGroup.com Questions?  Comments?
<ul><ul><li>Pam Abrahamsson </li></ul></ul><ul><ul><li>Vice President, Account Manager </li></ul></ul><ul><ul><li>[email_a...
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Portland Ten Guerilla Public Relations: Tips for Free & Effective Public Relations & Social Media Strategies

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Startups, and any business looking to work lean and build market recognition, will benefit from these easy-to-use tips on public relations how-to's from Pam Abrahamsson, VP of public relations, Stephenson Group. This presentation was shared with the 2010 participants of the Portland Ten entrepreneurial education & mentoring programs.
Whether you are a small business owner, a startup, or planning to take the plunge, this overview will help get your DIY public relations and social media program under way.

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Portland Ten Guerilla Public Relations: Tips for Free & Effective Public Relations & Social Media Strategies

  1. 1. Guerilla Public Relations WINTER 2010
  2. 2. Guerilla Public Relations The practice of public relations is a sophisticated method for moving forward a business’ growth objectives. It is strategic, relying on an extensive base of knowledge, and tools, to get the job done. Except you are an entrepreneur, and you don’t have time . Guerilla PR is for you. www.StephensonGroup.com
  3. 3. Answer: cat herding www.StephensonGroup.com
  4. 4. OK, Now Really : According to the Public Relations Society of America: “ Public relations helps an organization and its publics adapt mutually to each other.” www.StephensonGroup.com
  5. 5. <ul><li>Public relations’ success relies on conversations about and with your company, conducted with credible, impartial third-party sources: </li></ul><ul><ul><li>Journalists </li></ul></ul><ul><ul><li>Bloggers / Social Media Influencers </li></ul></ul><ul><ul><li>Trade Analysts </li></ul></ul><ul><ul><li>Market Influencers </li></ul></ul><ul><ul><li>Consumers </li></ul></ul><ul><li>These conversations are the key to your company’s success </li></ul>www.StephensonGroup.com Public Relations = Conversations
  6. 6. <ul><li>Your company can discuss the value of your solution to the marketplace in a way that is meaningful to the customer. </li></ul><ul><li>You can hear back from your marketplace. They can tell you: </li></ul><ul><ul><li>If they agree with you </li></ul></ul><ul><ul><li>If there are other solutions you could be providing </li></ul></ul><ul><ul><li>It there is a problem you need to address NOW </li></ul></ul><ul><ul><li>If they are willing to be customers </li></ul></ul>www.StephensonGroup.com The Conversation: It Takes Two
  7. 7. www.StephensonGroup.com Public Relations: Myth Busting MYTH TRUTH You need to give journalists a “snow job” so that they’ll write a great story about your company Journalists are like your mother – you will not fool them. They have eyes in the back of their head. Be truthful. Be smart. Journalists will write your story if they know how much you “need” the story. They owe you that. Journalists are in the news business. Tell them about your company in a way that is important to their bosses: Their readers . They owe you nothing but accuracy. Be their friends: They’ll write great stories. Yes. No. Being likable helps – but nothing beats a good news story. Long conversations are good Nope. Tell your story succinctly.
  8. 8. www.StephensonGroup.com The Public Relations Crash Kit: Guerrilla PR for Entrepreneurs PR Tool Why it’s in the Kit Media Pitch : Email, text, call or Tweet directly to journalists Journalists need news they can use – you need to know how to get it to them Action Plan : Calendar important business milestones; use PR tactics to promote them Plan your PR support for key business activities: solution launches, customer wins, new hires – think ahead and be flexible News Release: 1-2 page summary of your company’s business news Consistent, professional way to “speak” to journalists about your company and its newsworthy events Social Media : Web conversation with journalists/customers/others They’ll be talking about you – join and inspire the conversation
  9. 9. www.StephensonGroup.com How to talk to a journalist: THE PITCH The Basics Don’t interrupt a deadline. Be polite. Get to the point. Thank them. They owe you nothing . Get to the Point Have your key points organized and ready. Tell your news first, then explain. Keep the journalist’s attention. Know the News Understand “who” the journalist writes for. Speak from that perspective. Know the news of your industry and how your story fits.
  10. 10. www.StephensonGroup.com Five Minute Exercise: BUILD YOUR PITCH <ul><ul><li>What is your news? </li></ul></ul><ul><ul><li>Who are you pitching to? </li></ul></ul><ul><ul><li>What’s important to THAT journalist? </li></ul></ul><ul><ul><li>What are you going to say? </li></ul></ul>
  11. 11. www.StephensonGroup.com The Public Relations Crash Kit: ACTION PLAN Action Item PR Tactics The Buck Stops Here Start/ End Notes New product News release Editor advance Tweet/ blog/Facebook Name Oct 15 2010: Start PR outreach. End Nov 15 th Offer advance to Journalist, send release after. Media calls/emails with additional news New hire: CIO
  12. 12. www.StephensonGroup.com Five Minute Exercise: BUILD AN ACTION PLAN <ul><ul><li>Write down three things you want to </li></ul></ul><ul><ul><li>accomplish with your business. </li></ul></ul><ul><ul><li>Are they newsworthy (Really)? </li></ul></ul><ul><ul><li>Write down when (approximately) these </li></ul></ul><ul><ul><li>things will happen. </li></ul></ul><ul><ul><li>Write down the PR activities you will use to </li></ul></ul><ul><ul><li>announce them. </li></ul></ul><ul><ul><li>Start/stop dates? Responsible Party? Notes? </li></ul></ul>
  13. 13. Basic structure of a News Release:      HEADLINE: generally about 80 to 125 characters. SUBHEAD: a supporting sentence that expands on the headline. MAIN BODY: Within the body of the release, the first paragraph, also known as the lead, is the most critical.  You should construct the lead paragraph so that, even if a journalist reads no further, he will understand the reason for your news release. BOILERPLATE: the anchor (end) portion of the release that provides a concise description of your company and offering. Target length is three-four sentences. www.StephensonGroup.com The News Release: Building Blocks
  14. 14. DO:   Be interesting. DON’T: Be Boring.  DO:   Be factual. DON’T: Use hyperbole or sales language. DO:  Think social media and web. Optimize. Link. Embed widgets to: Share – Comment – Favorite/Rank. Include audio & video. DO :  Include multiple ways to contact you. www.StephensonGroup.com The News Release: Do’s & Don’ts
  15. 15. www.StephensonGroup.com Social Media: Common Sense <ul><li>Social media: Constantly changing. </li></ul><ul><li>Know why you’re there: Identify result goals. </li></ul><ul><li>Know who you want to speak with. Know what </li></ul><ul><li>you want to talk about. </li></ul><ul><li>Blogs: Good foundation for company </li></ul><ul><li>conversation. </li></ul><ul><li>Interact- No monologue: No one likes a bore. </li></ul><ul><li>Be authentic & honest : Conversation, not sales. </li></ul><ul><li>And don’t fib. </li></ul><ul><li>Find your community: Build your SM where they </li></ul><ul><li>live. </li></ul>
  16. 16. www.StephensonGroup.com Social Media, cont. <ul><li>Rules: Have clear ground rules for your SM team. </li></ul><ul><li>Be reliable: Be consistent in how often you </li></ul><ul><li>engage. </li></ul><ul><li>Be recognizable: Be consistent in your “voice.” </li></ul><ul><li>Think before your post : NO do-overs in social </li></ul><ul><li>media. </li></ul>
  17. 17. ARE YOU READY TO CAT HERD? www.StephensonGroup.com Questions? Comments?
  18. 18. <ul><ul><li>Pam Abrahamsson </li></ul></ul><ul><ul><li>Vice President, Account Manager </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><ul><li>(m) 503.298.9749 </li></ul></ul></ul><ul><ul><ul><li>8216 N. Edison Street </li></ul></ul></ul><ul><ul><ul><li>Suite 4 • Portland, OR 97203 </li></ul></ul></ul><ul><ul><ul><li>Skype IM: Pam_Abrahamsson Twitter: Twitter.com/Pam_A </li></ul></ul></ul><ul><ul><ul><li>LinkedIn: linkedin.com/in/pabrahamssonpr </li></ul></ul></ul>Stephenson Group is a national public relations agency, specializing in emerging technology and Fortune 500 clients. www.StephensonGroup.com www.StephensonGroup.com About Us
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