Public Relations and Marketing for Small Businesses<br />Alison Gaulden, MyPRCoach.com<br />1<br />Presented by<br />Alis...
Research<br />Understand the situation and how PR/Marketing can address<br />Define Audience<br />Learn where they communi...
Audience Adoption<br />Process of Adoption<br />Awareness<br />Interest<br />Evaluation (WIIFM)<br />Trial<br />Adoption<b...
Message<br />Concise<br />Credible<br />Contrasting<br />Memorable<br />Persuasive<br />REPEAT, REPEAT, REPEAT!<br />Aliso...
Steps to build a message<br />Define values: sets tone and style<br />Define industry key words<br />Test messages once wr...
Tips to build a message<br />Define ideal client<br />Find emotional triggers you can fix<br />Solutions<br />What’s in it...
Message examples<br />We’re the number realtor in your neighborhood offering the best in production and sales.<br />We’re ...
We work with small businesses that struggle with hiring and keeping good people. We reduce turnover by up to 70% and hire ...
We coach small businesses and entrepreneurs how to do their own marketing to reach clients within their limited time frame...
Message Uses<br />Website, sales collateral, etc<br />Opening phone/email statements<br />Boiler plate (end of all marketi...
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Pr Marketing Message Development

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steps to know how to develop a marketing message to reach your targeted audience

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Pr Marketing Message Development

  1. 1. Public Relations and Marketing for Small Businesses<br />Alison Gaulden, MyPRCoach.com<br />1<br />Presented by<br />Alison Gaulden, MBAPresident/Chief Motivator<br />My PR Coach, a Service of Agile Campaign Strategies<br />
  2. 2. Research<br />Understand the situation and how PR/Marketing can address<br />Define Audience<br />Learn where they communicate<br />Reach them with Public Relations and Marketing Techniques<br />Alison Gaulden, MyPRCoach.com<br />2<br />
  3. 3. Audience Adoption<br />Process of Adoption<br />Awareness<br />Interest<br />Evaluation (WIIFM)<br />Trial<br />Adoption<br />Repeat<br />Alison Gaulden, MyPRCoach.com<br />3<br />
  4. 4. Message<br />Concise<br />Credible<br />Contrasting<br />Memorable<br />Persuasive<br />REPEAT, REPEAT, REPEAT!<br />Alison Gaulden, MyPRCoach.com<br />4<br />
  5. 5. Steps to build a message<br />Define values: sets tone and style<br />Define industry key words<br />Test messages once written<br />Alison Gaulden, MyPRCoach.com<br />5<br />
  6. 6. Tips to build a message<br />Define ideal client<br />Find emotional triggers you can fix<br />Solutions<br />What’s in it for client?<br />Benefits<br />Apply feedback<br />Alison Gaulden, MyPRCoach.com<br />6<br />
  7. 7. Message examples<br />We’re the number realtor in your neighborhood offering the best in production and sales.<br />We’re a human resources solutions company handling all your employee needs.<br />We offer coaching services to small business and entrepreneurs for marketing and public relations.<br />Alison Gaulden, MBA<br />7<br /><ul><li>We listed a property at $630k last month and SOLD in a week! Seller overjoyed! Who's next?!
  8. 8. We work with small businesses that struggle with hiring and keeping good people. We reduce turnover by up to 70% and hire employees that are more productive.
  9. 9. We coach small businesses and entrepreneurs how to do their own marketing to reach clients within their limited time frames.</li></li></ul><li>Message Purposes<br />Elevator pitch: what you do<br />Mission Statement: what company stands for<br />Positioning Statement: why you not competitor<br />Slogan: identifies your company<br />Alison Gaulden, MyPRCoach.com<br />8<br />
  10. 10. Message Uses<br />Website, sales collateral, etc<br />Opening phone/email statements<br />Boiler plate (end of all marketing materials, can be mission)<br />Alison Gaulden, MyPRCoach.com<br />9<br />
  11. 11. Message Lengths<br />60 seconds — 150 word count<br />30 seconds — 75 word count<br />15 seconds — 36 word count<br />10<br />Alison Gaulden, MBA<br />

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