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Public Relations (PR) 101 for Entrepreneurs


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Great presentation for the SFentrepreneur ( and BizTechDay Community ( Excellent overview on PR 101 for Entrepreneurs

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Public Relations (PR) 101 for Entrepreneurs

  1. 1. Intelligence + drive + imagination + experience + impact SOMETHING DIFFERENT
  2. 2. The Power of PR for Your Business <ul><li>Always tie to business objectives </li></ul><ul><li>Create brand awareness by influencing the influencers </li></ul><ul><ul><li>Beyond mainstream media: analysts, bloggers </li></ul></ul><ul><li>Drive sales </li></ul><ul><li>Broker partnerships </li></ul>
  3. 3. How to Get Noticed <ul><li>Publish great content </li></ul><ul><ul><li>Changing media landscape </li></ul></ul><ul><ul><li>Create a story worth telling </li></ul></ul><ul><li>Focus on positive end results for customers </li></ul><ul><ul><li>Look beyond what the product or service does </li></ul></ul><ul><li>Be relevant </li></ul><ul><ul><li>Pay attention to trends in the industry </li></ul></ul>
  4. 4. How To Create a Press Kit <ul><li>Company overview </li></ul><ul><ul><li>Key events and dates in company’s history </li></ul></ul><ul><li>Products/Services </li></ul><ul><ul><li>Brief list of products and services emphasizing benefits </li></ul></ul><ul><ul><li>Include photos and videos </li></ul></ul><ul><li>Bios </li></ul><ul><ul><li>Short and interesting bios of key leaders </li></ul></ul><ul><ul><li>Include photos </li></ul></ul><ul><li>Current News </li></ul><ul><ul><li>Relevant trends and industry news </li></ul></ul><ul><ul><li>List all press releases, press mentions, and case studies </li></ul></ul>
  5. 5. Working with Media <ul><li>Lead with a hook </li></ul><ul><ul><li>Start strong to get the reporter’s attention </li></ul></ul><ul><li>“ So what?” </li></ul><ul><ul><li>Anticipate this question and be prepared to sell your story </li></ul></ul><ul><li>Know who you’re pitching </li></ul><ul><ul><li>Research reporters/bloggers to determine who is best fit </li></ul></ul>
  6. 6. Tips for Effective News Releases <ul><li>Focus on what’s newsworthy </li></ul><ul><ul><li>New clients; completed projects </li></ul></ul><ul><li>Create news </li></ul><ul><ul><li>Company milestones; analysis of current industry trends </li></ul></ul><ul><li>Target the right people </li></ul><ul><ul><li>Research reporters to determine who will be most interested in news </li></ul></ul><ul><li>Lead with the news </li></ul><ul><ul><li>Begin the release with most important details </li></ul></ul><ul><li>Be accessible </li></ul><ul><ul><li>Include media contact and answer media queries promptly </li></ul></ul>
  7. 7. Using Social Media to Your Advantage <ul><ul><li>Create a page to highlight company news </li></ul></ul><ul><ul><li>Engage in dialog to show industry expertise and to stay connected to key companies </li></ul></ul><ul><ul><li>Write blog posts that offer perspective on industry trends and developments </li></ul></ul><ul><ul><li>Expand your online network </li></ul></ul>
  8. 8. Hiring a Public Relations Firm or Consultant… <ul><li>Determine PR goals </li></ul><ul><ul><li>Positive media exposure </li></ul></ul><ul><ul><li>Special events </li></ul></ul><ul><ul><li>Expand brand awareness </li></ul></ul><ul><li>Be realistic </li></ul><ul><ul><li>Focus on key, achievable goals </li></ul></ul><ul><li>Interview many options </li></ul><ul><ul><li>Listen to each firm’s plan </li></ul></ul><ul><ul><li>Determine needs and scope: local or national firm </li></ul></ul><ul><li>Keep your PR team involved </li></ul><ul><ul><li>Treat your contact as a key member of your team </li></ul></ul>
  9. 9. News Media Interview <ul><li>It is NOT </li></ul><ul><li>an interrogation </li></ul><ul><li>or Q&A session </li></ul><ul><li>It IS your chance to to tell your story </li></ul>
  10. 10. How the Media Writes <ul><li>The Inverted Pyramid </li></ul><ul><li>Journalist style inverted </li></ul><ul><li>from academic writing </li></ul><ul><li>Start with the headline, then fill in detail </li></ul><ul><li>Should be able to cut last paragraphs without </li></ul><ul><li>losing anything from the story </li></ul><ul><li>Who, what, when, where, why and how answered in lead </li></ul><ul><li>Level of detail deepens as story goes on </li></ul>Lead summarizes story Answer who, what, when, where, why & how
  11. 11. Top 10 Interview Tips <ul><li>Be newsworthy </li></ul><ul><li>Be prepared: Know your audience </li></ul><ul><li>Stick to your messages </li></ul><ul><li>KISS, not technical </li></ul><ul><li>Use company and product names </li></ul>
  12. 12. Top 10 Interview Tips ( continued) <ul><li>6. Use headlines, sound bites </li></ul><ul><li>7. Be aware of your competitors </li></ul><ul><li>8. Name your customers, partners </li></ul><ul><li>9. Never go off the record </li></ul><ul><li>10. Be aware of body language </li></ul>