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PR Fundamentals for Entrepreneurs - MaRS Best Practices Series
PR Fundamentals for Entrepreneurs - MaRS Best Practices Series
PR Fundamentals for Entrepreneurs - MaRS Best Practices Series
PR Fundamentals for Entrepreneurs - MaRS Best Practices Series
PR Fundamentals for Entrepreneurs - MaRS Best Practices Series
PR Fundamentals for Entrepreneurs - MaRS Best Practices Series
PR Fundamentals for Entrepreneurs - MaRS Best Practices Series
PR Fundamentals for Entrepreneurs - MaRS Best Practices Series
PR Fundamentals for Entrepreneurs - MaRS Best Practices Series
PR Fundamentals for Entrepreneurs - MaRS Best Practices Series
PR Fundamentals for Entrepreneurs - MaRS Best Practices Series
PR Fundamentals for Entrepreneurs - MaRS Best Practices Series
PR Fundamentals for Entrepreneurs - MaRS Best Practices Series
PR Fundamentals for Entrepreneurs - MaRS Best Practices Series
PR Fundamentals for Entrepreneurs - MaRS Best Practices Series
PR Fundamentals for Entrepreneurs - MaRS Best Practices Series
PR Fundamentals for Entrepreneurs - MaRS Best Practices Series
PR Fundamentals for Entrepreneurs - MaRS Best Practices Series
PR Fundamentals for Entrepreneurs - MaRS Best Practices Series
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PR Fundamentals for Entrepreneurs - MaRS Best Practices Series

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Find out how to make PR work for your business. …

Find out how to make PR work for your business.

Hill & Knowlton’s PR Fundamentals for Start-Ups will provide an overview of public relations specifically for entrepreneurs.

http://www.marsdd.com/events/details.html?uuid=e737bc9a-6b2c-4ba6-a079-c58d79991726

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  • 1. PR Fundamentalsfor EntrepreneursJune 14, 2011 Presented  by  Hill  &  Knowlton:   Monta  Johnson,  Vice  President   David  Chin,  Vice  President  
  • 2. Today’s AgendaUnderstanding  PR:   Ge>ng  Started:  The  Basics   A  Few  Fundamentals     Defining  public  rela9ons   Press  materials   Tips  for  PR  success   Influencer  rela9ons   The  media   Media  interviews    
  • 3. Understanding PR: The Basics
  • 4. “ ” If advertising iswhat you say about yourself, public relations iswhat others say about you.
  • 5. Defining Public RelationsWhat  it  is:  •  Management  of  rela2onships  between  your  company  and   your  audiences  and  stakeholders  through  strategic   communica2ons  •  A  way  to  enhance  the  understanding  of  your  company’s   objec2ves,  strategies  and  achievements  •  Helps  build  strong  reputa2ons,  credibility  and  corporate   image  •  More  than  just  media  rela2ons  •  A  two-­‐way  street  
  • 6. Defining Public RelationsWhat  it  is  not:  •  NOT  adver2sing  •  NOT  strictly  media   rela2ons,  or  even  just   marke2ng  •  NOT  just  a  press  release  •  NOT  free  publicity  •  NOT  a  science  
  • 7. To be successful in PR:•  Define  your  goals  •  Know  your  story  •  Be  brief  •  Understand  your  audience  •  Focus  on  where  you  want  to   be  •  Follow  the  news  in  your   industry  •  Be  a  useful  source  
  • 8. Understanding the media•  The  media  are  BUSY  •  Know:   •  Who  they  are   •  What  they  cover   •  Why  they  might  be  interested  in  you  
  • 9. Tips for working with the media•  You  can  only  control  what  you  say  •  Respect  deadlines  •  Share  the  spotlight  •  Be  prepared  for  long  lead  2mes  •  It’s  okay  to  start  small  •  Rela2onships  count    •  Content  counts  more  •  It  takes  2me!  
  • 10. Getting Started: A Few Fundamentals
  • 11. A Few Fundamentals Press Influencer Press Materials Relations Interviews •  Press  Releases     •  Journalists   •  Prepara2on         •  Execu2ve  Bios   •  Bloggers       •  Prac2ce   Digital printing Automated 24x7 •  Product  Fact  Sheets   •  Industry  & nalysts   A production •  Performance   lights-out computing •  Corporate  Profile •  Evangelists   •  Personality  12 June 15, 11
  • 12. Press Materials: The Press Release Characteristics Components•  News  Story  –  the  5  Ws   •  The  Lede  •  Instant  Gra2fica2on   •  Execu2ve  Quote  •  Clear  &  Concise   •  Product  Benefits  &  Features  •  Compelling  &  Crea2ve   •  Market  Research  &  Trends  •  Adapt  for  Mul2ple  Audiences   •  Credible  3rd-­‐Party  Endorsement  •  Dis2nct  from  Sales  &  Marke2ng   •  Company  Background  
  • 13. Press Materials The Press Kit: Online & Offline•  Reduce,  Re-­‐use  &  Recycle:  Share   content  with  website  •  Execu2ve  Biographies:  Establish   experience  &  credibility  •  Product  Fact  Sheet:  Overview  of   benefits  &  features  •  Corporate  Profile:  Background  &   boilerplate  
  • 14. Influencer Relations Who are they?•  Journalists:  Business,  Technology,   Science,  Lifestyle,  and  more  •  Bloggers:  Moms,  Travel,  Photography,   Fashion,  and  more  •  Industry  Analysts:  Apps,  cloud,   hardware,  and  more    •  Evangelists:  Personal  networks,  business   partners,  and  more  
  • 15. Influencer Relations: The Steps Research & Refresh & Target Follow-up 1 2 3 4 Produce Your Professionally Story “Pitch” Personalize
  • 16. Press Interviews: Preparation•  Understand  the  opportunity  •  Know  the  audience    •  Tailor  key  messages  &  examples  •  Keep  your  messages  close  (telephone)      •  Review  any  sensi2ve  issues  •  Everything  is  “on  the  record”  •  Prac2ce  &  Relax  
  • 17. Press Interviews: Performance•  Iden2fy  &  use  “trigger  words”  •  Amplify  messages  with  your  voice  and  body  language  •  Deliver  pithy  &  colourful  sound-­‐bites  with  personality  •  Illustrate  with  anecdotes  &  examples  •  Men2on  your  company  &  product          •  Restate/summarize  with  convic2on  &  passion  •  Eliminate  verbal  2cs  –  “you  know,”  “uhm,”  &  “ah”
  • 18. Questions?David Chin4 1 6 . 4 1 3 . 4 6 3 3  david.chin@hillandknowlton.ca  Monta Johnson4 1 6 . 2 0 9 . 1 3 3 9  monta.johnson@hillandknowlton.ca    

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