0
The Role of Public Relations
in
Today’s Business World
Keith Parnell
JASE Group LLC
jasegroup.com | @JASEgroup
Keith Parnell, JASE Group, LLC
@parnellk63
(Michael) Keith Parnell, MSE has been the Chief Executive Officer of JASE Group...
CREATIVE
Creative for most people is an adjective. According to Merriam-Webster's Dictionary, creative is
defined as, "hav...
Public Relations vs Advertising
Marketing:
Our product is best.
Advertising:
Our product is best. Our product is best. Our...
JASE Communications
This is not your father’s PR
Communication channels in the 21st century business world are borderless....
Common PR Strategies
• Press Release Announcements
• Blog Articles
• In-person Interviews
• Email Newsletters
• Facebook /...
Creative PR Strategies
Blogging > Facebook > Twitter
Creative PR Strategies
Off-key Ads
Creative PR Strategies
Vehicle Wrapping
Creative PR Strategies
Light Rail Wrapping
Creative PR Strategies
Branding the Community
Creative PR Strategies
Branding the Sidewalk
Creative PR Strategies
Street Campaign
Creative PR Strategies
Flash Mob
Creative PR Strategies
Acts of Kindness / Donate Time to A Charity
Creative PR Strategies
Taco Bell Nacho Day
Creative PR Strategies
Referral Program
Creative PR Strategies
Open House
Creative PR Strategies
Personal Thank You Notes
Creative PR Strategies
Community Events
Creative PR Strategies
Proactive Social Media Interaction
Creative PR Strategies
Get Your Team Involved!
JASE Sample Client Work
The Role of Public Relations
in
Today’s Business World
Keith Parnell
JASE Group LLC
jasegroup.com | @JASEgroup
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The Role of Public Relations in Today’s Business World

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  • JASE is a creative studio in the Ghent area of Norfolk. We've lived in the Hampton Roads business environment for over 17 years and have grown to understand the needs of businesses and, more importantly, the wants of Hampton Roads consumers. When we begin talking about PR strategies in a few minutes, this point will be a common thread sewn through all the initiatives we touch on.
  • Back to JASE being a creative studio--yes, creative to our clients usually means creative advertising. But creative to us is a way of life. Unique creativity creeps into our advertising campaigns. Creativity creeps into our communications campaigns, or public relations campaigns which we'll talk about shortly. And creativity creeps into the solutions developed by our tech teams, both software app developers and network engineers. So in essence, creative is our middle name no matter the project we are working on.
  • Understanding the differences between Marketing, Advertising, Public Relations (JASE Communications), and Branding is the first step in developing an effective communications campaign.
  • Understanding that today's communication is not the same as your father's PR is where we'll start. Today's communications channels are borderless. Our methods, mediums and technologies are ever-changing. Gone is the day of a note or a phone call tip. Emails, blog announcements, tweets, and video chats (think Skype and Google+ Hangouts) are now the norm when reaching out to media channels and the public in general. Today's effective communications team is well-educated and well-versed in these tactics.
  • Transcript of "The Role of Public Relations in Today’s Business World"

    1. 1. The Role of Public Relations in Today’s Business World Keith Parnell JASE Group LLC jasegroup.com | @JASEgroup
    2. 2. Keith Parnell, JASE Group, LLC @parnellk63 (Michael) Keith Parnell, MSE has been the Chief Executive Officer of JASE Group LLC, an innovative Creative Advertising & Public Relations Agency, since 1997. JASE is based in Norfolk, VA. Keith currently serves on the Board of Directors of Hampton Roads Public Transportation Alliance. In the past, Keith served as Chief Information Officer for Stratum Marketing, Manager of Software & Data Services for FSAP, and Deputy Chief Technology Officer for The AUTOMARK Group. Keith is an author & blogger at keithparnell.com and speaker & trainer at JASE University. He frequently performs interactive talks and how-to sessions for companies, non-profit organizations, conferences and seminars. He is a knowledgeable and passionate speaker on a variety of topics including creative advertising, communications, marketing, social media, brand management solutions, and successful advertising techniques paired with inbound marketing tactics. Technology, inbound marketing and social media are among Keith's daily passions. He has a vast online presence and personal network in the social media world with c. 49,000 daily followers and subscribers from his blogs, Twitter, JASEzone, Facebook, LinkedIn, Google+, and other social communities. Keith studied at Christopher Newport University and Kansas State University. He is a member of the Norfolk Cosmopolitan Club, Virginia Opera Guild, Hampton Roads Public Transportation Alliance, Entrepreneurs Forum of Hampton Roads, Chesapeake Economic Development Advisory Committee, Hampton Roads Internet Marketing & Technology Group, Williamsburg Internet Marketing Group, Charlotte SEO & Search Engine Marketing Group, Hampton Roads for Rail, and Virginians for High Speed Rail. Keith video blogs at CoffeeWithTheCEO.com. Keith is married to Nicole, has two daughters, one son-in-law, and one granddaughter. He enjoys golf, baseball, and football. Keith lives in Norfolk, VA.
    3. 3. CREATIVE Creative for most people is an adjective. According to Merriam-Webster's Dictionary, creative is defined as, "having or showing an ability to make new things or think of new ideas." For JASE, creative is a way of life. It is our philosophy. COMMUNICATIONS Communication channels in the 21st century business world are borderless. The methods and mediums that facilitate our daily communications are ever changing. Gone is the day of just a note, phone call or memo. Today's communication is filled with emails, tweets, texts, posts, video chats and more. Figuring out which is the best way to communicate with your audience has become no easy task. TECHNOLOGY In the late 90's and early 00's we were designing websites, building content management systems, complex eCommerce applications, financial toolsets and intranets. Life was good. Then, we had an epiphany. We could see the unavoidable collision of the internet and marketing and we knew that if JASE were to have a sustainable business model well into the future, we would have to capitalize on the inevitable. What we didn't know was that our foray into marketing would make us a better technology company.
    4. 4. Public Relations vs Advertising Marketing: Our product is best. Advertising: Our product is best. Our product is best. Our product is best. Public Relations: I promise you, our product is best. :Branding I understand that your product is best.
    5. 5. JASE Communications This is not your father’s PR Communication channels in the 21st century business world are borderless. The methods and mediums that facilitate our daily communications are ever changing. Gone is the day of just a note, phone call or memo. Today's communication is filled with emails, tweets, texts, posts, video chats and more. Figuring out which is the best way to communicate with your audience has become no easy task. Enter JASE. We understand that being the best communicator does not mean doing what is easiest to reach the largest audience. We understand there is no cookie cutter formula to communicate with people. We know that effective communication is a time-crafted response to the technology at hand and the end consumer who interacts with your communication. We know this so that we can help you. So whether it's a blog article or a press release or a tweet or an Instagram post, we've got your business covered. When we launch a communications campaign, it is designed, not only, to reach your target audience, but to make sure your story is conveyed accurately, concisely and in-line with your company's brand. Our commitment to our clients is to craft an email newsletter or manage their social communities with the same attention to detail that they would. http://jasegroup.com/communications
    6. 6. Common PR Strategies • Press Release Announcements • Blog Articles • In-person Interviews • Email Newsletters • Facebook / Twitter / LinkedIn / Google+ THE CONVERSATION! • Little League Sponsorship • Reputation Management
    7. 7. Creative PR Strategies Blogging > Facebook > Twitter
    8. 8. Creative PR Strategies Off-key Ads
    9. 9. Creative PR Strategies Vehicle Wrapping
    10. 10. Creative PR Strategies Light Rail Wrapping
    11. 11. Creative PR Strategies Branding the Community
    12. 12. Creative PR Strategies Branding the Sidewalk
    13. 13. Creative PR Strategies Street Campaign
    14. 14. Creative PR Strategies Flash Mob
    15. 15. Creative PR Strategies Acts of Kindness / Donate Time to A Charity
    16. 16. Creative PR Strategies Taco Bell Nacho Day
    17. 17. Creative PR Strategies Referral Program
    18. 18. Creative PR Strategies Open House
    19. 19. Creative PR Strategies Personal Thank You Notes
    20. 20. Creative PR Strategies Community Events
    21. 21. Creative PR Strategies Proactive Social Media Interaction
    22. 22. Creative PR Strategies Get Your Team Involved!
    23. 23. JASE Sample Client Work
    24. 24. The Role of Public Relations in Today’s Business World Keith Parnell JASE Group LLC jasegroup.com | @JASEgroup
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