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Pr 101 creating change

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Pr 101 creating change

  1. 1. PR 101 Getting Your Story Told Michelle Russo Senior Vice President Corporate Affairs and Communications
  2. 2. What is public relations? <ul><li>Representing your organization </li></ul><ul><li>Creating trust in your brand </li></ul><ul><li>Defining perception of your services </li></ul><ul><li>Building relationships </li></ul><ul><li>Understanding the needs and interests of others </li></ul>
  3. 3. Strategic Public Relations More valuable than ever before
  4. 4. Strategic Public Relations … But with more challenges <ul><li>Economic pressures – on us, on them </li></ul><ul><li>Competitive marketplace </li></ul><ul><li>More noise – voracious news cycle </li></ul><ul><li>Social media – losing message control </li></ul><ul><li>Traditional outlets shrinking </li></ul>
  5. 5. Key Steps <ul><li>Designate one point of contact for media </li></ul><ul><li>Set achievable goals </li></ul><ul><ul><li>Align PR goals with Organizational goals </li></ul></ul><ul><li>Select key targets </li></ul><ul><li>Refine your message </li></ul><ul><li>Identify surrogates </li></ul><ul><li>Start building relationships before you pitch a story </li></ul>
  6. 6. Developing Your Message <ul><li>Tie to mission </li></ul><ul><li>Concise: Less is More </li></ul><ul><li>Answer: Why should they care? </li></ul><ul><li>The KISS Rule </li></ul>
  7. 7. <ul><li>Contextualize and paint the picture </li></ul><ul><li>Make it Newsworthy -- Use Data </li></ul><ul><li>Look for a hook: recent trend, new angle? </li></ul><ul><ul><li>Create relevance </li></ul></ul><ul><ul><li>Draw connections to current events </li></ul></ul><ul><li>Don’t wait until the last minute </li></ul><ul><li>Respect the reporter’s deadlines </li></ul><ul><ul><li>Morning calls are best </li></ul></ul>Pitching Creating Your Elevator Speech
  8. 8. <ul><li>Build them before you need them </li></ul><ul><li>Know their beats and coverage areas </li></ul><ul><li>Read their recent stories </li></ul><ul><li>Know the publication and its audience </li></ul><ul><li>Become a resource for them </li></ul>Reporter Relationships
  9. 9. Preparing for an Interview DO: <ul><li>Have three positive message points </li></ul><ul><li>Research the reporter and publication </li></ul><ul><li>Speak with authority </li></ul><ul><li>Mention your organization’s name frequently </li></ul><ul><li>Use stories, analogies and examples </li></ul><ul><li>Accept live interviews – You can’t be edited </li></ul><ul><li>Dress for success if going on TV </li></ul><ul><li>Be enthusiastic! </li></ul>
  10. 10. Preparing for an Interview DON’T: <ul><li>Answer hypothetical, irrelevant questions </li></ul><ul><li>Say “no comment” </li></ul><ul><li>Go “off the record” </li></ul><ul><li>Say anything you would regret </li></ul><ul><li>Feel rushed – Pause, think… then answer </li></ul><ul><li>Answer questions that aren’t in your area of expertise </li></ul><ul><li>Repeat the negative </li></ul><ul><li>Get angry, stop the interview, or walk off </li></ul><ul><li>Look into the camera </li></ul>
  11. 11. Questions? [email_address] www.DiscoveryCommunications.com

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