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Public Relations in 2018


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Use these tips to get more exposure for your brand in 2018. Including tips on HARO, writing headlines and contacting reporters.

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Public Relations in 2018

  1. 1. Igniting Your PR 2018 Solomon Turner Public Relations
  2. 2. Presenter: Steve Turner
  3. 3. Steve’s Background • 30 years PR Experience, PRSA member. • Hundreds of media placements. • ABC, CNN, NBC News, AP, BusinessWeek, USA Today, The Wall Street Journal, business journals, local newspapers, local TV/radio, blogs, podcasts and more. • Solomon Turner Named One of the Top PR Firms in St. Louis for 9 consecutive years by Small Business Monthly
  4. 4. Why PR Now? • Build Awareness • Build Credibility • Build Circle of Influence • Change Opinions • Overcome A Crisis • Assist With Recruiting • Content/Sales Tool • Drive Traffic To Website
  5. 5. Focus on Publicity • Brand Awareness • Expanding Circle Of Influence
  6. 6. Free Services • HARO • Profnet Connect • Sourcebottle • Media Kitty
  7. 7. HARO-What is it? • • Started by Peter Shankman in 2008 • Connects journalists with sources • Now part of Cision
  8. 8. How Does HARO Work? • Three feeds per day emailed to you. • 5:45 AM Eastern • 12:45PM Eastern • 5:45PM Eastern
  9. 9. Each Feed Subdivided Into 8 Categories • Biotech and Healthcare • Business and Finance • Entertainment and Media • General • High-Tech • Lifestyle and Fitness • Sports • Travel
  10. 10. Who Are These Journalists? • Newspapers and wire services • TV • Magazines • Bloggers • Online Publications • Trade Associations
  11. 11. What Journalists Want… • Subject Matter Experts • Quotes They Can Use • Connections For Future Stories • Resources Who Can Respond Quickly
  12. 12. General 30) Small business cash flow story ( 31) Quotes from interior designer required (Architectural Digest) 32) Future of restaurant backoffice technology ( 33) What Your Dreams Say About Your Health (Bustle) 34) How to hire a good interior designer? (Kukun)
  13. 13. 30) Summary: Small business cash flow story Name: Beth Braverman Category: General Email: Media Outlet: Deadline: 4:00 PM EST - 6 November Query: I'm looking for small business owners to talk about how they manage cash flow during the busy holiday season.
  14. 14. 31) Summary: Quotes from interior designer required Name: Claire Gillespie Architectural Digest Category: General Email: Media Outlet: Architectural Digest Deadline: 12:00 PM EST - 7 November Query: I'm writing a feature about the Victorian home decor trend for 2017 and would like some quotes from an interior designer. Please only respond if you can work with this urgent deadline. Thanks! Requirements: Interior designer
  15. 15. 1. Preplan Your Responses √ Have quotes and thoughts ready to go. √ Deadlines are usually within 48 hours. √ No time to think about it for a full day or go back and forth with a client.
  16. 16. 2. Personalize Responses √ Do not use stock feedback. √ Do use reporter’s first name. “Hi Beth” “Hi Claire” really helps.
  17. 17. 3. Write An Impactful Headline Small retailer with 20 year store history has managed the ebbs and flow of holiday cash flow for two decades for your article
  18. 18. 4. Answer The Question I am the owner of xxxx in Green Bay Wi,we are a million dollar retailer with a 20 year store history. Here’s how we handle our cash flow during the crazy holiday season, “We ……..”
  19. 19. 5. Make Contacting You Easy √ Include your email, website, and phone numbers. In some cases they may want your LinkedIn and Twitter contact.
  20. 20. 6. Thank Them √ Thanks for considering my responses. I really appreciate it.
  21. 21. HARO Don’ts • Send long bio. • Send generic response. • Respond too slowly.
  22. 22. Bob W a top real estate professional in Seattle for an interview on rising home values Hi Erik, You may be familiar with Bob W. He is a top real estate professional in the Seattle area and would like to comment on your story needs for rising home prices and what they mean for buyers and renters. Bob is the owner of three real estate companies including W Investments, W Real Estate Coaching, and The W Group affiliated with PalmerHouse Properties. Bob is one of the largest real estate investors in the Northwest and has affiliated offices throughout the U.S. He is involved in over 200 transactions per year. He has his fingers on the real estate market and latest trends. May be best to do a phone interview with Bob. Be glad to set it up. I am at or 314-205-0800. Thank so much.
  23. 23. Big data expert works with companies daily on increasing productivity-good insights for your article Point #1-“Big data can help employees become more efficient and proficient if the company knows how to properly analyze it. Data does not lie. But there is a forensic way to apply it to maximize operations and efficiencies. By locating inefficiencies and bottlenecks in the manufacturing and/or delivery process, a company can eliminate problem areas, speed up production and get more product to market in a shorter time span. The right data can help employees discover what changes they need to make, whether its loading products in a different way, packing products differently, taking steps to reduce spoilage, etc. The result is to move product down the line more efficiently, resulting an increase in productivity for the employee, an increase in overall efficiency, and an increase in profitability for the company.”
  24. 24. How to Measure Success? • Raw data-Number of placements or views. • Quality of the article with targeted audience. • Content for social media/sales tool. • Inline with strategic plan and objectives. • Competitive exclusivity. • Increased web traffic and social media hits.
  25. 25. Solomon Turner PR 314-205-0800