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Getting News When There Are The
Kardashians, Bieber and Cyrus
Janis R. Ehlers, President
The Ehlers Group
954-726-9228
www...
Defining Public Relations
• Influences people in their
decision making process
• Third-party endorsement
• Unpaid endorsem...
Public Relations Effectiveness
• Greater retention than advertising
• Creates buzz
• Far-reaching effects
• Long-lasting e...
Disadvantages of Public Relations
• Can’t be controlled
• Not on your timetable
• Results can’t be guaranteed
• Difficult ...
Public Relations to
the Marketing Mix
• Most effective when
combined with other
strategies
• Be realistic as to what publi...
• Create a strategy
• Timetable
• Determine goals
• Determine your
messages
• Gear the message to
the media
Buzz Techniques
Have a Nose for News
• Determine what potential stories you would
like to appear in the newspaper
• What makes them intere...
Determine the Right Reporters &
the Media
• There are many resources to take a story
• Read the newspaper—watch TV News—li...
Determine the Right Reporters &
the Media Cont.
• Out of town w/local coverage-Metro
• Local TV & Radio
• Weekly community...
• Community oriented
news/features
• Corporate/company
news
• Crisis related issues
Opportunities for Publicity
Community Public Relations
• Bring attention to the
community
Milestones & events
Residents of interest
Residents’ cont...
Community Public Relations Cont.
• Best practices others can
adopt from your
community
• Hook with pets &
children
• Creat...
Corporate – Company Public Relations
• The business side of the community
Personnel Announcements – New Hires & Promotion...
• Damage control
• Be prepared for bad news
situations
Crisis Public Relations
• Pitch & Media Inquiry
 Relevant information to be of
interest
 Provide resources for further
information
 Tell them i...
• In exchange for advertising, news is used
• Advice columns
Advertorials
• Industry trade
publications
• Pitch writers and
editors
• Timetable
consideration
• Worth merchandising
National Trade M...
Press Kit
• Helps someone write an article
• Elements
• Background/community fact sheet
• Spokesperson bio with picture
• ...
• Designated person who
talks to reporters
• Credible and
comfortable
• Available for media
inquiries
• Be the expert
• Bi...
Social Media & Public Relations
• Social media now is very effective
• Using Facebook
Frequent posts
Compelling content ...
Social Media & Public Relations Cont.
• Blogs
 Post regularly
 Compelling and informative
 Keeps website updated
• Reso...
Events and Public Relations
• Open to the public = publicity opportunity
• Pre-event publicity
• Post-event publicity
Events and Public Relations Cont.
• Pre-event
 Community calendars
 Article(s) about the event
 Public service announce...
Events and Public Relations Cont.
• Tip: Have guests sign photo use permission when
they come to the event
• Have a profes...
PR Successes
• Vow renewal tied to Valentine’s Day
• Residents’ community service
• Employee scholarships
• New equipment ...
PR Successes: Community Event
• Event: Similar to Food Network’s cooking show, Iron Chef
America, the community’s resident...
PR Successes: Special Event Tie-in
• Event: Community held an event, “Life & Work in Russia”, which
was tied to most recen...
PR Successes: Resident/Family Event
• Event: Two residents, ages 85 and 86, met at the community and
fell in love. Residen...
PR Challenges
• Residents who are not cooperative
• Outing to local restaurants
• Interesting speaker for an event—no phot...
Maximize PR
• Toot your horn
Send copies of an article to residents
Send copies to database
Use reprints as handouts
P...
Media Policies
• Designate a spokesperson
• Plan responses in advance to reporters’ questions
• Plan how press inquiries a...
Tips of the Trade
• Put press on invitation lists
• If there is a marketing audit—audit media too
• Read your local papers...
Tips of the Trade Cont.
• Be accurate and use spell check
• Be sure to always say thank you
• Strive for simplicity
• Send...
Press Don’ts
• Don’t go to their office
• Don’t think advertising will buy PR
• Don’t exaggerate
• Don’t mislead - be accu...
Agencies vs. Consultants vs.
In house
• Person(s) need to justify their existence
• Agency-you aren’t their only account
•...
Janis R. Ehlers
The Ehlers Group
954-726-9228
Janis@TheEhlersGroup.com
www.TheEhlersGroup.com
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Getting The News

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Getting The News

  1. 1. Getting News When There Are The Kardashians, Bieber and Cyrus Janis R. Ehlers, President The Ehlers Group 954-726-9228 www.TheEhlersGroup.com
  2. 2. Defining Public Relations • Influences people in their decision making process • Third-party endorsement • Unpaid endorsement vs. paid advertisement
  3. 3. Public Relations Effectiveness • Greater retention than advertising • Creates buzz • Far-reaching effects • Long-lasting effects
  4. 4. Disadvantages of Public Relations • Can’t be controlled • Not on your timetable • Results can’t be guaranteed • Difficult to measure in regards to sales • Requires an allocation of time and talent
  5. 5. Public Relations to the Marketing Mix • Most effective when combined with other strategies • Be realistic as to what public relations will accomplish • Public relations is one component of brand building efforts
  6. 6. • Create a strategy • Timetable • Determine goals • Determine your messages • Gear the message to the media Buzz Techniques
  7. 7. Have a Nose for News • Determine what potential stories you would like to appear in the newspaper • What makes them interesting? • Are there strong visuals? • What is unique or different • Separate your community from others • Similarities of your community to others
  8. 8. Determine the Right Reporters & the Media • There are many resources to take a story • Read the newspaper—watch TV News—listen to the radio • Newspapers Business Local News Lifestyle Sports Columnists-Bloggers On line editions
  9. 9. Determine the Right Reporters & the Media Cont. • Out of town w/local coverage-Metro • Local TV & Radio • Weekly community newspapers • Business newspapers • Industry trade publications & newsletters • Online publications • Social media
  10. 10. • Community oriented news/features • Corporate/company news • Crisis related issues Opportunities for Publicity
  11. 11. Community Public Relations • Bring attention to the community Milestones & events Residents of interest Residents’ contributions Piggyback on national events & holidays Love not scandals
  12. 12. Community Public Relations Cont. • Best practices others can adopt from your community • Hook with pets & children • Create ambassadors
  13. 13. Corporate – Company Public Relations • The business side of the community Personnel Announcements – New Hires & Promotions Acquisitions-Expansions-Renovations New Community Contracts with Subcontractors Personnel profiles Financial successes Senior housing industry expert Awards & Recognition Speaking Appearances (convention attendance-CEU’s)
  14. 14. • Damage control • Be prepared for bad news situations Crisis Public Relations
  15. 15. • Pitch & Media Inquiry  Relevant information to be of interest  Provide resources for further information  Tell them in a way that whets their appetite • Press Release  Use inverted pyramid who/what/where/why/how  Factual  Quote one person  Include a picture A Pitch vs. Press Release • Interest the media – they write the article • Provide a press release – they use the information
  16. 16. • In exchange for advertising, news is used • Advice columns Advertorials
  17. 17. • Industry trade publications • Pitch writers and editors • Timetable consideration • Worth merchandising National Trade Media
  18. 18. Press Kit • Helps someone write an article • Elements • Background/community fact sheet • Spokesperson bio with picture • Photography on disc • CCRC glossary of terms • Statement of philosophy • Recent press releases • Recent reprints
  19. 19. • Designated person who talks to reporters • Credible and comfortable • Available for media inquiries • Be the expert • Bio & photo Community Spokesperson
  20. 20. Social Media & Public Relations • Social media now is very effective • Using Facebook Frequent posts Compelling content w/strategy Use photos w/content
  21. 21. Social Media & Public Relations Cont. • Blogs  Post regularly  Compelling and informative  Keeps website updated • Resource for press releases
  22. 22. Events and Public Relations • Open to the public = publicity opportunity • Pre-event publicity • Post-event publicity
  23. 23. Events and Public Relations Cont. • Pre-event  Community calendars  Article(s) about the event  Public service announcements • Post-event  Recap event w/pictures  Reporter covers the event and writes an article
  24. 24. Events and Public Relations Cont. • Tip: Have guests sign photo use permission when they come to the event • Have a professional photographer take pictures/get identification
  25. 25. PR Successes • Vow renewal tied to Valentine’s Day • Residents’ community service • Employee scholarships • New equipment being installed-local companies
  26. 26. PR Successes: Community Event • Event: Similar to Food Network’s cooking show, Iron Chef America, the community’s residents were paired with students from a local cooking school and judged in three categories: taste, creativity and presentation. • Result: Competition was featured in the local CBS affiliate’s “Positive Local News” segment.
  27. 27. PR Successes: Special Event Tie-in • Event: Community held an event, “Life & Work in Russia”, which was tied to most recent Winter Olympic Games held in Sochi, Russia. The speaker was a resident who worked in the U.S Embassy during the political and military tension between the two nations. The event was also open to the public. • Result: The local news station interviewed the resident as part of its coverage of the Olympics.
  28. 28. PR Successes: Resident/Family Event • Event: Two residents, ages 85 and 86, met at the community and fell in love. Residents and their family were invited to the wedding held at the community. • Result: A producer from the local ABC-affiliate attended the wedding and profiled the couple in an article. A video of the wedding also was posted on the station’s website.
  29. 29. PR Challenges • Residents who are not cooperative • Outing to local restaurants • Interesting speaker for an event—no photo opportunity • Repetitive event(s) • Restaurant isn’t open for public • Community is geared to affluent seniors
  30. 30. Maximize PR • Toot your horn Send copies of an article to residents Send copies to database Use reprints as handouts Put on website’s newsroom Post on Facebook Post on LinkedIn Frame it—hang it Provide residents copies for families
  31. 31. Media Policies • Designate a spokesperson • Plan responses in advance to reporters’ questions • Plan how press inquiries are handled • Establish a chain of command if media comes to an event • Procedures to handle a reporter who comes to the community • Photo releases for residents • Maintain log of press inquiries
  32. 32. Tips of the Trade • Put press on invitation lists • If there is a marketing audit—audit media too • Read your local papers • Attend events and try to meet reporters • Know deadlines
  33. 33. Tips of the Trade Cont. • Be accurate and use spell check • Be sure to always say thank you • Strive for simplicity • Send notes to reporters if you like their article
  34. 34. Press Don’ts • Don’t go to their office • Don’t think advertising will buy PR • Don’t exaggerate • Don’t mislead - be accurate • Avoid expressions “unique” and “luxury” • Don’t ask to read the article in advance of publication • If you are misquoted; don’t ask for a retraction • Off the record is really on the record
  35. 35. Agencies vs. Consultants vs. In house • Person(s) need to justify their existence • Agency-you aren’t their only account • In-house-they may wear different hats • Comfortable approaching the media • Interview and ask about their successes • Understanding of senior housing is helpful • Have realistic expectations
  36. 36. Janis R. Ehlers The Ehlers Group 954-726-9228 Janis@TheEhlersGroup.com www.TheEhlersGroup.com

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