Greater Reston Chamber of                         Commerce                  Business Education Series             BUILDING...
Today’s Agenda  • Public Relations – An Overview  • Media Relations        –   Types of media        –   Outreach        –...
Why are you here?www.hodgespart.com                       www.FairfaxCountyEDA.org
www.hodgespart.com   www.FairfaxCountyEDA.org
Why public relations?    • Applications for your business          – Raise visibility          – Broaden awareness        ...
Components of PR   •   Internal communications   •   Industry communications/relations   •   Community relations   •   Pro...
Media Relationswww.hodgespart.com                     www.FairfaxCountyEDA.org
Why Media Relations?   • Target key constituencies         – Trade and consumer media outlets   • Amplify your marketing/o...
What Media Relations can’t do   •   Can’t precisely control the message   •   Can’t control the timing (kinda)   •   Messa...
Types of Media Outlets   • Newspapers         – Dailies, weeklies   • Magazines         – Consumer, trade   • TV/radio   •...
Media Outreach   • Starts with research         – Know the outlets         – Know the reporters   • Developing targets    ...
Thinking like a reporter   • What’s new or different?         – New product, company, leadership   • What’s the larger tre...
Making Contact   • Establishing a relationship         – Introduce yourself/your expertise         – Comment on a story   ...
The Pitch   • What is a Pitch?         – Means for piquing interest in your story/POV   • Email vs. phone call         – M...
The Pitch (cont.)   • Email pitch        • Short and sweet        • The Subject Line (relevance)        • Lead with your n...
Pitching Exercise   Now you try…   • What’s your pitch?         – What’s your lead?         – Why’s it news?         – Why...
The News Release   • Still needed?   • Format         Date, contact, city, etc.           NEWS RELEASE           For Immed...
A Word about Language   • Keep language simple   • Avoid hyperbole   • Avoid industry jargon                              ...
Most Overused Words/Phraseswww.hodgespart.com             www.FairfaxCountyEDA.org
Headline   • Punchy summary of the news         – Subhead (optional) can expound                     Fairfax Economic Deve...
The Lede   •   Restate the main news from headline   •   When?   •   Where?   •   Who?   •   Descending order of importanc...
The Body   •   More details   •   Your point of view (quotes)   •   URL for more information   •   Boilerplatewww.hodgespa...
What’s News   • Launch of new product   • Companies solving problems         – Case studies   •   Consumer tips   •   Even...
The Media Kit   • Elements         – One-pager on company/product         – FAQs         – Company backgrounder         – ...
Distribution   • Wholesale vs. retail         – Craft for specific outlets         – Mass email         – Distribution ser...
Manufacturing News   •   Rankings   •   Surveys   •   Awards   •   Stunts/events   •   Milestones   •   Speaking opportuni...
Planning   • Develop a quarterly/biannual calendar   • Align with editorial calendars of media     targets   • Align with ...
Tracking Results   • Electronic services         – Burrelle’s, Factiva, Lexis-Nexis, Google alerts   • Web searches   • Fo...
Merchandising Your Success   • Reprints for distribution   • Email links to articles         – Enewsletters   • Social med...
Your Turn                     Discussion/questionswww.hodgespart.com                          www.FairfaxCountyEDA.org
Thank you!www.hodgespart.com                www.FairfaxCountyEDA.org
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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 outreach.

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

  1. 1. Greater Reston Chamber of Commerce Business Education Series BUILDING A MEDIA RELATIONS PROGRAM April 25, 2012www.hodgespart.com www.FairfaxCountyEDA.org
  2. 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. 3. Why are you here?www.hodgespart.com www.FairfaxCountyEDA.org
  4. 4. www.hodgespart.com www.FairfaxCountyEDA.org
  5. 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. 6. Components of PR • Internal communications • Industry communications/relations • Community relations • Promotions • Crisis communication • Strategic planning • Reputation managementwww.hodgespart.com www.FairfaxCountyEDA.org
  7. 7. Media Relationswww.hodgespart.com www.FairfaxCountyEDA.org
  8. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 19. Most Overused Words/Phraseswww.hodgespart.com www.FairfaxCountyEDA.org
  20. 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. 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. 22. The Body • More details • Your point of view (quotes) • URL for more information • Boilerplatewww.hodgespart.com www.FairfaxCountyEDA.org
  23. 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. 24. The Media Kit • Elements – One-pager on company/product – FAQs – Company backgrounder – Bios – Images • Printed vs. electronicwww.hodgespart.com www.FairfaxCountyEDA.org
  25. 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. 26. Manufacturing News • Rankings • Surveys • Awards • Stunts/events • Milestones • Speaking opportunities • Commentarywww.hodgespart.com www.FairfaxCountyEDA.org
  27. 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. 28. Tracking Results • Electronic services – Burrelle’s, Factiva, Lexis-Nexis, Google alerts • Web searches • Follow-up emailswww.hodgespart.com www.FairfaxCountyEDA.org
  29. 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. 30. Your Turn Discussion/questionswww.hodgespart.com www.FairfaxCountyEDA.org
  31. 31. Thank you!www.hodgespart.com www.FairfaxCountyEDA.org

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