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PR - Show me the money!
- 1. Public Relations - "Show me the money!"
- 2. Planting the seed. ●Not a magic bullet. ●Must provide water and sunshine.
- 3. 10 times the credibility of paid advertising. ●TV clicker ●Radio presets ●Newspapers scan news ●Direct mail circular file.
- 4. Becoming a "Good Neighbor" 89% of Americans would switch brands for a "good cause".
- 5. The "New" PR landscape ●Boston "Glo" ●TV not resigning on air talent ●Radio consolidation ●YouTube
- 6. PR outperforms Advertising ●Brand recognition ●Message believability ●Overall interest ●Consumer preference.
- 7. Comparable value Boston Business Journal $7,405 Boston Magazine $15,900 Entrepreneur $62,625 Patriot Ledger $8,415.54 WBUR-FM $15,000 Time Magazine $196,200
- 8. Salient Relavency Example - Volvo and the first car.
- 9. Partnering for Profit Brockton Gun Buyback program
- 10. Partnering for Profit King Collision crashes prom night.
- 11. Partnering for Profit HR Knowledge flies with "Waiting for Superman"
- 12. Partnering for Profit Humboldt Storage & Moving proves kid glove treatment with "Senior Relocation Division".
- 13. Non-breaking news is PR. Provide win-win.
- 14. News release topics. ●Milestones ●New location ●New service, product or technology. ●New R&D ●Strategic Partnerships ●Financial News ●Seminars/Workshops ●Community Outreach ●Speakers' Bureau ●New Division ●Award/Recognition ●Special Day/Event
- 15. Tracking & Trending ●Code via a telephone extension ●Code via identifiable email address ●Code via name request ●Tracking creates the road map for future efforts.
- 16. Events ●Ugly Driveway Contest ●Groomathon ●Blood Drive ●Cut-a-thon
- 17. Just the Facts, Mam 5 Ws ●Who ●What ●Where ●Why ●When
- 18. Repurpose news. Maximize use & value by repurposing news releases to all channels. ●E-Newsletter ●Blog ●Facebook ●LinkedIn page ●LinkedIn discussion groups ●Twitter ●Article sites
- 19. Pretty as a Picture ●Provide your own high resolution photo. ●"Working environment" photo preferred. ●Headshot should also be available.
- 20. Making Headlines ●Trends ●Off-beat angles ●Tips ●Seasonal ●Coattailing ●Innovations ●Human Interest ●Rags to Riches
- 21. Hold the presses. Pitching the Story. ●Be familiar with the medium. ●Don't call on deadline. ●Get to the point. Best hooks for win-win. ●Don't ask for free copies.
- 22. Be the expert. Bylined articles. ●Objective ●Informational ●Include contact info ●Include headshot
- 23. Key to the gatekeepers. Press list sources - ●Vocus ●Bacon's/Cision ●Burrell's
- 24. The "Go to" Source ●Claim the position. ●Establish contact. ●Respond in same day part. ●Short, colorful bites. ●Tell stories. ●Educate, not condescend.
- 25. Free online newsrooms ●ArticleBase.com ●ClickPress.com ●PRLog.org ●PRHere.com ●SanePR.com ●BigNews.biz ●WideSpreadPr.com ●Press Method.com ●DBusinessNews.com ●1888PressRelease.com ●PRAvenue.com ●MyCubicleSpace.com ●PressExposure.com ●24-7PressRelease.com ●PressExposure.com ●PRInsider.com
- 26. Google Alerts ●Track your brand ●Track your name ●Track your competitors ●Track your industry
- 27. Finding - Google Alerts Google.com Click to "More" Click on "Alerts"
- 28. Show yourself the money! Just add drip, drip, drip.
- 29. Website that delivers on the promise. ●Contemporary ●Welcome video ●E-newsletter opt in ●Blog ●Automated response campaign ●Newsroom
Editor's Notes
- Free is an enticing price.
- Not a single scream into space, but a drip, drip, drip.
- We've learned to ignore advertising. Yet, we seek out bonafide news.
- What has your organization done for the community? Did you take a bow?
- People are migrating to new information sources. You need to be where your customer/prospect is.
- Here are some of the reasons that PR Works, pardon the pun.
- These are page rates for recognizable media. Which do you prefer $0 or these?
- The underscores the need to be there, be there, be there when you are finally needed.
- Rubbing elbows with all the decision makers. Becoming part of the fabric of the community.
- Working with Plymouth schools, police department, a major insurance carrier.
- Private showing at W. Newton Cinema for Charter School executives.
- More than 50% of the news is placed by PR firms. Extended editorial staff.
- Conway RE - Sneeze and get coverage.
- You can't manage what you can't measure.
- Get people involved. Get sales.
- Not it was a particularly hot day in Chihuahua, Mexico and the natives were restless.
- Reinforce the message. Maximize reach and repitition.
- Editors want to illustrate their pages.
- Getting the bigger story vs. the blurb.
- Call email call
- People prefer to work directly with "the" expert.
- Library and online.
- Become the on-going, go to source.
- Can send you this list.
- The new clipping service. Only limitation is online package.
- As many as you like.
- Vetting on the internet.