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10 PR Insights 
To Build Your 
Business 
Powered by
This presentation consists of highlights 
from the interview with Moe Abdou, 
founder & host of 33voices®.
Jennefer Witter 
CEO of The Boreland Group 
@JenneferTBG 
Jennefer Witter is the communications chair for the Women in Sec...
Insight #1 
Good PR elevates the visibility of 
your image. Great PR does that while 
positively impacting your bottom lin...
Insight #2 
Think not of what media can do for you; 
instead think of how your work can 
make their job easier.
Insight #3 
Capture the attention of a journalist 
by sharing trends or a contrarian point of 
view, but never sway from t...
Insight #4 
Saying something positive about yourself isn’t 
PR; building credibility through trusted third 
party resource...
Insight #5 
Never approach a media interview 
underprepared; approach it with:
Insight #5 
Never approach a media interview 
underprepared; approach it with: 
One specific topic
Insight #5 
Never approach a media interview 
underprepared; approach it with: 
3 to 4 key points to support that topic
Insight #5 
Never approach a media interview 
underprepared; approach it with: 
Be brief, succinct and relevant
Insight #6 
Pitching a reporter?
Insight #6 
Pitching a reporter? 
Use the words ‘story pitch’ in the subject line
Insight #6 
Pitching a reporter? 
Limit your pitch to 4 or 5 sentences
Insight #6 
Pitching a reporter? 
Always honor a reporter’s beat
Insight #7 
When your voice on social media is in 
alignment with your real life persona, 
meaningful dialogues will emerg...
Insight #8 
If you want stand out, stand for something!
Insight #9 
Opt not to use big words when small 
ones will do - for without understanding, 
nothing you say matters.
Insight #10 
As your prepare your message, 
remember Dr. Seuss’ wise advice: 
“Why fit in when you were born to stand out?...
If you were to be known for just 
one thing, what would it be? 
tweet us!
LEARN MORE
CONNECT WITH US! 
Tell us what you think 
Jenna@voices.com 
Presentation created by Chase Jennings 
Insights by Moe Abdou
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How to Use PR to Build Your Business | Jennefer Witter, The Boreland Group

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Tune in http://33voic.es/ine9w16 | Jennefer Witter is the communications chair for the Women in Security Group of ASIS International, the preeminent organization for security professionals. She is an active member of 85 Broads, a global networking group for professional women, and served as the chair of the organization’s Washington, DC Chapter. Jennefer also served on the board of directors for the African American Real Estate Professionals of DC. Jennefer never took a business class and never had a desire to be an entrepreneur. Her entrepreneurial journey began in 2003 when she founded The Boreland Group. What she learned was that she has a natural ability for business, which was greatly honed in her former position as a vice president at Ketchum, a global public relations firm where she launched the Corporate Technology division. It generated one million dollars of revenue in its first year.

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How to Use PR to Build Your Business | Jennefer Witter, The Boreland Group

  1. 1. 10 PR Insights To Build Your Business Powered by
  2. 2. This presentation consists of highlights from the interview with Moe Abdou, founder & host of 33voices®.
  3. 3. Jennefer Witter CEO of The Boreland Group @JenneferTBG Jennefer Witter is the communications chair for the Women in Security Group of ASIS International, the preeminent organization for security professionals. She is an active member of 85 Broads, a global networking group for professional women, and served as the chair of the organization’s Washington, DC Chapter. Jennefer also served on the board of directors for the African American Real Estate Professionals of DC. Jennefer never took a business class and never had a desire to be an entrepreneur. Her entrepreneurial journey began in 2003 when she founded The Boreland Group. What she learned was that she has a natural ability for business, which was greatly honed in her former position as a vice president at Ketchum, a global public relations firm where she launched the Corporate Technology division. It generated one million dollars of revenue in its first year.
  4. 4. Insight #1 Good PR elevates the visibility of your image. Great PR does that while positively impacting your bottom line.
  5. 5. Insight #2 Think not of what media can do for you; instead think of how your work can make their job easier.
  6. 6. Insight #3 Capture the attention of a journalist by sharing trends or a contrarian point of view, but never sway from their beat.
  7. 7. Insight #4 Saying something positive about yourself isn’t PR; building credibility through trusted third party resources is what earns you recognition.
  8. 8. Insight #5 Never approach a media interview underprepared; approach it with:
  9. 9. Insight #5 Never approach a media interview underprepared; approach it with: One specific topic
  10. 10. Insight #5 Never approach a media interview underprepared; approach it with: 3 to 4 key points to support that topic
  11. 11. Insight #5 Never approach a media interview underprepared; approach it with: Be brief, succinct and relevant
  12. 12. Insight #6 Pitching a reporter?
  13. 13. Insight #6 Pitching a reporter? Use the words ‘story pitch’ in the subject line
  14. 14. Insight #6 Pitching a reporter? Limit your pitch to 4 or 5 sentences
  15. 15. Insight #6 Pitching a reporter? Always honor a reporter’s beat
  16. 16. Insight #7 When your voice on social media is in alignment with your real life persona, meaningful dialogues will emerge.
  17. 17. Insight #8 If you want stand out, stand for something!
  18. 18. Insight #9 Opt not to use big words when small ones will do - for without understanding, nothing you say matters.
  19. 19. Insight #10 As your prepare your message, remember Dr. Seuss’ wise advice: “Why fit in when you were born to stand out?”
  20. 20. If you were to be known for just one thing, what would it be? tweet us!
  21. 21. LEARN MORE
  22. 22. CONNECT WITH US! Tell us what you think Jenna@voices.com Presentation created by Chase Jennings Insights by Moe Abdou

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