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PR Fundamentals
for Entrepreneurs
June 14, 2011
Presented	
  by	
  Hill	
  &	
  Knowlton:	
  
Monta	
  Johnson,	
  Vice	
 ...
Today’s Agenda
Understanding	
  PR:	
  
The	
  Basics	
  
Defining	
  public	
  rela9ons	
  
Tips	
  for	
  PR	
  success	
...
Understanding PR:
The Basics
”“
If advertising is
what you say about yourself,
public relations is
what others say about you.
Defining Public Relations
What	
  it	
  is:	
  
•  Management	
  of	
  rela2onships	
  between	
  your	
  company	
  and	
...
Defining Public Relations
What	
  it	
  is	
  not:	
  
•  NOT	
  adver2sing	
  
•  NOT	
  strictly	
  media	
  
rela2ons,	...
To be successful in PR:
•  Define	
  your	
  goals	
  
•  Know	
  your	
  story	
  
•  Be	
  brief	
  
•  Understand	
  you...
Understanding the media
•  The	
  media	
  are	
  BUSY	
  
•  Know:	
  
•  Who	
  they	
  are	
  
•  What	
  they	
  cover...
Tips for working with the media
•  You	
  can	
  only	
  control	
  what	
  you	
  say	
  
•  Respect	
  deadlines	
  
•  ...
Getting Started:
A Few
Fundamentals
12 June 15, 11
Digital printing
& production
Automated 24x7
lights-out computing
Influencer
Relations
Press
Materials
•  P...
•  News	
  Story	
  –	
  the	
  5	
  Ws	
  
•  Instant	
  Gra2fica2on	
  
•  Clear	
  &	
  Concise	
  
•  Compelling	
  &	
...
•  Reduce,	
  Re-­‐use	
  &	
  Recycle:	
  Share	
  
content	
  with	
  website	
  
•  Execu2ve	
  Biographies:	
  Establi...
•  Journalists:	
  Business,	
  Technology,	
  
Science,	
  Lifestyle,	
  and	
  more	
  
•  Bloggers:	
  Moms,	
  Travel,...
1 2 3 4
Produce Your
Story “Pitch”
Research &
Target
Professionally
Personalize
Refresh &
Follow-up
Influencer Relations: ...
•  Understand	
  the	
  opportunity	
  
•  Know	
  the	
  audience	
  	
  
•  Tailor	
  key	
  messages	
  &	
  examples	
...
•  Iden2fy	
  &	
  use	
  “trigger	
  words”	
  
•  Amplify	
  messages	
  with	
  your	
  voice	
  and	
  body	
  languag...
Questions?
D a v i d C h i n
4 1 6 . 4 1 3 . 4 6 3 3 	
  
david.chin@hillandknowlton.ca	
  
M o n t a J o h n s o n
4 1 6 ...
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.

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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PR Fundamentals for Entrepreneurs - MaRS Best Practices Series

  1. 1. PR Fundamentals for Entrepreneurs June 14, 2011 Presented  by  Hill  &  Knowlton:   Monta  Johnson,  Vice  President   David  Chin,  Vice  President  
  2. 2. Today’s Agenda Understanding  PR:   The  Basics   Defining  public  rela9ons   Tips  for  PR  success   The  media   Ge>ng  Started:   A  Few  Fundamentals     Press  materials   Influencer  rela9ons   Media  interviews    
  3. 3. Understanding PR: The Basics
  4. 4. ”“ If advertising is what you say about yourself, public relations is what others say about you.
  5. 5. Defining Public Relations What  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. 6. Defining Public Relations What  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. 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. 8. Understanding the media •  The  media  are  BUSY   •  Know:   •  Who  they  are   •  What  they  cover   •  Why  they  might  be  interested  in  you  
  9. 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. 10. Getting Started: A Few Fundamentals
  11. 11. 12 June 15, 11 Digital printing & production Automated 24x7 lights-out computing Influencer Relations Press Materials •  Press  Releases     •  Execu2ve  Bios   •  Product  Fact  Sheets   •  Corporate  Profile •  Journalists   •  Bloggers       •  Industry  Analysts   •  Evangelists   •  Prepara2on         •  Prac2ce   •  Performance   •  Personality   Press Interviews A Few Fundamentals
  12. 12. •  News  Story  –  the  5  Ws   •  Instant  Gra2fica2on   •  Clear  &  Concise   •  Compelling  &  Crea2ve   •  Adapt  for  Mul2ple  Audiences   •  Dis2nct  from  Sales  &  Marke2ng   Characteristics Components •  The  Lede   •  Execu2ve  Quote   •  Product  Benefits  &  Features   •  Market  Research  &  Trends   •  Credible  3rd-­‐Party  Endorsement   •  Company  Background   Press Materials: The Press Release
  13. 13. •  Reduce,  Re-­‐use  &  Recycle:  Share   content  with  website   •  Execu2ve  Biographies:  Establish   experience  &  credibility   •  Product  Fact  Sheet:  Overview  of   benefits  &  features   •  Corporate  Profile:  Background  &   boilerplate   Press Materials The Press Kit: Online & Offline
  14. 14. •  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   Influencer Relations Who are they?
  15. 15. 1 2 3 4 Produce Your Story “Pitch” Research & Target Professionally Personalize Refresh & Follow-up Influencer Relations: The Steps
  16. 16. •  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   Press Interviews: Preparation
  17. 17. •  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” Press Interviews: Performance
  18. 18. Questions? D a v i d C h i n 4 1 6 . 4 1 3 . 4 6 3 3   david.chin@hillandknowlton.ca   M o n t a J o h n s o n 4 1 6 . 2 0 9 . 1 3 3 9   monta.johnson@hillandknowlton.ca    

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