Webinar Generating PR For Your Community Nov 2015

Generating Public Relations For
Your Community
Brought to you by:
Moore Diversified Services
Presented by:
Roy Barker
Presentation Date and
Time
November 18, 2015
1:00pm – 1:30pm CST
Contact Information
Roy Barker
roybarker@m-d-s.com
(817) 925-8374

Moore Diversified Services
 National Full Service Boutique Consulting Firm
 Specializing In Senior Living and Healthcare both
For Profit and Not-For-Profit
 40+ Years of Experience
 Services Offered:
 SWOT Analysis and Strategic Planning
 Operational Analysis/Benchmarking
 Marketing Analysis, Mystery Shopping,
and Tactical Planning
 Employee Turnover Analysis and
Retention Strategies
 Investment/Financing Advisory Services
 Lender Due Diligence
 Market/Financial Feasible Studies and
Proformas
 Key Metric Monitoring
 “Shared Executive” Retainer
Agreements
MOORE DIVERSIFIED SERVICES - WWW.M-D-S.COM ROY BARKER@M-D-S.COM

Roy Barker, Director-Special Projects
 Over 15 years in the industry with MDS
 Education
 BBA – Finance
 MS Gerontology – Long Term Care, Housing, and Services for the Aging
 Pursuing MS – Marketing and MS – Industrial and Organizational Psychology
 Service
 Dallas Area Agency on Aging Advisory Board
 Former Volunteer Long Term Care Ombudsman State of Texas
 Member Senior Living Round Table – Dallas and Boston
 Specialties
 Operations
 Marketing
 Employee Retention
 Training/Coaching

Thanks For Joining Us
 Slightly Different Format
 30 Minutes
 If no time for questions you may email me directly at roybarker@m-d-s.com
 Please take a moment to complete the two-question survey at end of
presentation
 Today’s Outline
 Define PR or Public Relations
 Differentiate PR from advertising
 PR ideas for your community
TBD– January 21, 2016 1:00pm – 1:30pm CDT

The Beauty of PR
Public Relations is happening all around us and
sometimes we don’t even notice it on a conscience
level but it subconsciously creeps in

What is PR or Public Relations
Defined by meriam-webster.com
:the activity or job of providing information about a particular
person or organization to the public so that people will regard
that person or organization in a favorable way
OR
:the relationship between an organization and the public

PR as Part of an Integrated Marketing Plan

Types Of PR
 Social Media
 Press Releases
 Newsletters
 Special Events
 Speaker Engagements
 Sponsorships
 Employee Relations
 Community Relations and
Philanthropy
 Media Relations

PR Stereotypes
What we generally think of PR as two polar extremes:
 Outrageous- attention getting
 Spinning bad information in a good way

How PR Differs from
Advertising
 “Advertising is what you pay for, publicity is what you pray for”
 “Advertising is paid media, public relations is earned media”
 Advertisement- you pay for control of text, timing, and placement
 In advertising, you tell people how to feel about your brand
 Public Relations is generally free, your at the mercy of the writer and
media outlets
 Publicity is how others feel about you without paying them

Advertisement Example

Public Relations Example

Senior Living Focused PR Examples

What are the Benefits
 More credibility than regular advertising
 Increases organic results and visibility in search engine
 Economical way to reach a larger audience
 Improves company image and public perception
 Develops public awareness of your company
 Enhances SEO efforts through link-backs
 Audience Engagements

The Value of Public Relations
 Grey Area- depends upon publications, readers, engagements
 Break out as separate tracking categories
 ROI =
(𝑇𝑜𝑡𝑎𝑙 $′ 𝑠 𝐸𝑎𝑟𝑛𝑒𝑑 − 𝑇𝑜𝑡𝑎𝑙 $′ 𝑠 𝐼𝑛𝑣𝑒𝑠𝑡𝑒𝑑)
𝑇𝑜𝑡𝑎𝑙 $′ 𝑠 𝐼𝑛𝑣𝑒𝑠𝑡𝑒𝑑

Who Do You Contact
 Industry Specific Media and Bloggers
 Local Media
 Radio Stations
 Newspapers/Magazines
 Student Media Outlets
 Digital Media Outlets
 National News Organizations

Must-Do’s
 Develop great content/have a unique story to tell
 Be Patient- journalist are busy/we want something for nothing
 Follow-Up, Follow-Up, Follow-Up
 Selfless Ideas
 Timing- Deadlines

Join me for our next webinar
TBD
January 21, 2016 1:00pm to 1:30pm Central Time

Questions or Comments?
If you have questions or comments
Please feel free to email or call Roy Barker at:
roybarker@m-d-s.com
or
(817) 925-8374
Also, please complete the survey following the presentation.
Thank you!

Webinar Generating PR For Your Community Nov 2015

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