Growing Your Business with Public Relations
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Public relations can have a strong impact on business results. In this presentation, I focus on media relations and its potential benefits to your business. I provide an overview of how to do media relations, when to reach out to the media, how to prepare for a media interview and more. I delivered this presentation at the James J. Hill Center in St. Paul, Minn., on July 15, 2014, as part of the "Business at The Hill" speaker series.
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Growing Your Business with Public Relations
- 1. Grow Your Business with Public Relations How Your Organization Can Obtain Media Coverage
- 2. Behind the Scenes of a Media Relations Hit Star Tribune – Sept. 9, 2013 Monday edition (300,000 circulation) “Pitch” to Todd Nelson, Star Tribune writer ¾ page article
- 3. Today’s Agenda About Brant Skogrand, APR, MBC Public relations definition Benefits of media relations Media relations and how it works When to do media relations Preparing for a media interview How to measure public relations results
- 4. About Brant Skogrand, APR, MBC 20 years in public relations field Chief Communications Officer – Skogrand PR Solutions, LLC (public relations, social media, SEO) Experience on both agency and corporate side Accredited in Public Relations
- 5. About Brant Skogrand, APR, MBC Bachelor’s degree in Journalism from U of M Master’s Degree in Business Communication Winner of multiple PR awards Author, “19 Tips for Successful Public Relations” Book (amazon.com, Barnes & Noble)
- 6. Public Relations Definition Official from Public Relations Society of America website: “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Help organizations communicate with their audiences, such as customers, prospects, employees, etc. Media relations is one of the most well-known aspects
- 7. Benefits of Media Relations Visibility Third-party credibility Reduced barriers to entry Can help achieve business goals “Free advertising”
- 8. Media Relations Reporters at newspapers, TV stations and other types of outlets are needing to do more with less due to budget cuts and industry consolidation
- 9. Media Relations Reporters rely on people like me to give them story ideas, which is called “pitching” a reporter I work behind the scenes once they decide that they want a story Coordinate interviews Media train spokespeople Provide reporter with information that they need, such as photos, B-roll (background video), etc.
- 10. Media Relations Tactics News release Media advisory Pitch e-mail Follow-up phone calls Wire services
- 11. Media Relations Tips Media database Familiarity with reporter Deadline immediacy Relationship through sources Tying into trends Persistence
- 12. When to Do Media Relations Company announcement Product launch New hires/promotions Acquisition Events Trends Part of bigger story
- 13. When to Do Media Relations Coverage opportunities Local Celebrity Human interest Unique Tragic
- 14. Preparing for a Media Interview Background information on reporter and outlet Two or three key messages Keep answers to fewer than 75 words / 30 seconds Newspaper quotes – 10 to 25 words TV sound bite – 9 to 15 sec.
- 15. How to Measure Public Relations Results Media relations Number of media hits Quantity of media impressions Website visits Business results (sales, market share, etc.) Internal communications Employee engagement Employee actions
- 16. How to Measure Public Relations Results Crisis communications Sentiment in coverage Presence (or no presence in articles)
- 17. Questions?