Greater Reston Chamber of Commerce Business Education Series: Building a Public Relations Program

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Alan Fogg of the Fairfax County Economic Development Authority and Josh Dare of the Hodges Partnership talk about how businesses can build a strong public relations program with an emphasis on media …

Alan Fogg of the Fairfax County Economic Development Authority and Josh Dare of the Hodges Partnership talk about how businesses can build a strong public relations program with an emphasis on media outreach.

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  • 1. Greater Reston Chamber of Commerce Business Education Series BUILDING A MEDIA RELATIONS PROGRAM April 25, 2012www.hodgespart.com www.FairfaxCountyEDA.org
  • 2. Today’s Agenda • Public Relations – An Overview • Media Relations – Types of media – Outreach – Positioning – Pitching your story – News releases – Editorial calendars – Op-eds, commentary • Beyond Media Relationswww.hodgespart.com www.FairfaxCountyEDA.org
  • 3. Why are you here?www.hodgespart.com www.FairfaxCountyEDA.org
  • 4. www.hodgespart.com www.FairfaxCountyEDA.org
  • 5. Why public relations? • Applications for your business – Raise visibility – Broaden awareness – Introduce new products – Establish/enhance expertise position – Enhance your reputationwww.hodgespart.com www.FairfaxCountyEDA.org
  • 6. Components of PR • Internal communications • Industry communications/relations • Community relations • Promotions • Crisis communication • Strategic planning • Reputation managementwww.hodgespart.com www.FairfaxCountyEDA.org
  • 7. Media Relationswww.hodgespart.com www.FairfaxCountyEDA.org
  • 8. Why Media Relations? • Target key constituencies – Trade and consumer media outlets • Amplify your marketing/other messages – Consistent messaging with brand/adv. • Third-party validation – Especially to new audiences • Legal reasons – Financial reporting, materials events • Earnings statements, leadership changeswww.hodgespart.com www.FairfaxCountyEDA.org
  • 9. What Media Relations can’t do • Can’t precisely control the message • Can’t control the timing (kinda) • Message constricted within news context • Sustaining a campaign can be challengingwww.hodgespart.com www.FairfaxCountyEDA.org
  • 10. Types of Media Outlets • Newspapers – Dailies, weeklies • Magazines – Consumer, trade • TV/radio • Online outlets – Websites, ezines, blogs • Social media platforms – Blogs, Facebook, twitterwww.hodgespart.com www.FairfaxCountyEDA.org
  • 11. Media Outreach • Starts with research – Know the outlets – Know the reporters • Developing targets – Databases – Understanding your end-target • What do they read/watch? • Build/verify your listwww.hodgespart.com www.FairfaxCountyEDA.org
  • 12. Thinking like a reporter • What’s new or different? – New product, company, leadership • What’s the larger trend? – You as part of a larger story • What’s your expert insight? – What are you seeing that others aren’t? – Stats and examples to back it upwww.hodgespart.com www.FairfaxCountyEDA.org
  • 13. Making Contact • Establishing a relationship – Introduce yourself/your expertise – Comment on a story – Follow on Facebook/twitter/blogswww.hodgespart.com www.FairfaxCountyEDA.org
  • 14. The Pitch • What is a Pitch? – Means for piquing interest in your story/POV • Email vs. phone call – Most reporters today prefer email • Think of it like a sales callwww.hodgespart.com www.FairfaxCountyEDA.org
  • 15. The Pitch (cont.) • Email pitch • Short and sweet • The Subject Line (relevance) • Lead with your news • Support with context – Trend – Expertise • Offer more info • Embed • Visualswww.hodgespart.com www.FairfaxCountyEDA.org
  • 16. Pitching Exercise Now you try… • What’s your pitch? – What’s your lead? – Why’s it news? – Why should I care?www.hodgespart.com www.FairfaxCountyEDA.org
  • 17. The News Release • Still needed? • Format Date, contact, city, etc. NEWS RELEASE For Immediate Release Contact: Alan Fogg Phone Email HEADLINE Subhead Springfield, Va., Jan. 19, 2011 – The FCEDA announced today…www.hodgespart.com www.FairfaxCountyEDA.org
  • 18. A Word about Language • Keep language simple • Avoid hyperbole • Avoid industry jargon REAL WORLD EXAMPLE “Zimbra is the leader in open source, next-generation collaboration and messaging software. We provide innovative experiences to end- users and their administrators because we see existing tools are fundamentally broken. We also believe in compatibility with existing infrastructure and applications (both open source and proprietary).”www.hodgespart.com www.FairfaxCountyEDA.org
  • 19. Most Overused Words/Phraseswww.hodgespart.com www.FairfaxCountyEDA.org
  • 20. Headline • Punchy summary of the news – Subhead (optional) can expound Fairfax Economic Development President Named “Business Person of the Year” Dr. Jerry Gordon honored with Virginia Business magazine’s third annual awardwww.hodgespart.com www.FairfaxCountyEDA.org
  • 21. The Lede • Restate the main news from headline • When? • Where? • Who? • Descending order of importance Fairfax County, Jan. 19, 2011 – The Fairfax County Economic Development Authority announced today that 412 of the nation’s Fortune 500 companies have agreed to move to the county by the end of the calendar year.www.hodgespart.com www.FairfaxCountyEDA.org
  • 22. The Body • More details • Your point of view (quotes) • URL for more information • Boilerplatewww.hodgespart.com www.FairfaxCountyEDA.org
  • 23. What’s News • Launch of new product • Companies solving problems – Case studies • Consumer tips • Events/transactions • HR news (appointments, promotions) • Expert opinionwww.hodgespart.com www.FairfaxCountyEDA.org
  • 24. The Media Kit • Elements – One-pager on company/product – FAQs – Company backgrounder – Bios – Images • Printed vs. electronicwww.hodgespart.com www.FairfaxCountyEDA.org
  • 25. Distribution • Wholesale vs. retail – Craft for specific outlets – Mass email – Distribution services • PR Newswire, BusinessWire • Profnet/HARO • SEO considerationswww.hodgespart.com www.FairfaxCountyEDA.org
  • 26. Manufacturing News • Rankings • Surveys • Awards • Stunts/events • Milestones • Speaking opportunities • Commentarywww.hodgespart.com www.FairfaxCountyEDA.org
  • 27. Planning • Develop a quarterly/biannual calendar • Align with editorial calendars of media targets • Align with other marketing – Advertising, social media • Take a media tour • Set realistic goalswww.hodgespart.com www.FairfaxCountyEDA.org
  • 28. Tracking Results • Electronic services – Burrelle’s, Factiva, Lexis-Nexis, Google alerts • Web searches • Follow-up emailswww.hodgespart.com www.FairfaxCountyEDA.org
  • 29. Merchandising Your Success • Reprints for distribution • Email links to articles – Enewsletters • Social media platforms – Blog – Facebook page – Twitterwww.hodgespart.com www.FairfaxCountyEDA.org
  • 30. Your Turn Discussion/questionswww.hodgespart.com www.FairfaxCountyEDA.org
  • 31. Thank you!www.hodgespart.com www.FairfaxCountyEDA.org