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First things
first...
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The dictionary
says…
“PR is the practice of creating, promoting, or
maintaining goodwill and a favorable image
among the public towards an institution, public
body, etc.”
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A publicist takes a story,
finds the interesting pieces
and brings them to life.
Pitches editors, reporters
and producers their story.
Media produces the story.
Consumers hear your
message.
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How is pr different
from advertising?
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How can
pr
help you?
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 Build your image
 Raise awareness
 Educate
 Increase Understanding
 Build Credibility
 Influence opinion leaders
 Motivate your audience to take action
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How do you
do that?
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Great question...
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pr tactics
that you can use.
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1. Stunts
“A publicity stunt is a planned event designed to
drive media coverage and attract
the public's attention and to the event's
organizers or their cause.”
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PR stunts have a reputation of being annoying
and in your face. Stunts have gotten a bad rep.
The truth is, when done right, stunts can
successful spread your message in an organic
way. (and not an annoying one)
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In other
words…
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Not all pr stunts look
like this.
Image credit.

This is catherine
connors

We are best
friends.
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She wanted to raise money so her nephew who
is dying of Duchennes Muscular Dystrophy could
live out what time he has left at home.
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She started telling Tanner’s story on her blog
(you can read it here) and her community
stepped in. They helped form Tutus for Tanner
and organized a 5k during BlogHer 2010.
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Hundreds of women put on tutus and ran through
Central Park. You can read about it here.

She quickly raised the money that was needed
and spread awareness of Duchennes Muscular
Dystrophy when she appeared on CNN wearing a
tutu.
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Whether you are raising money for an amazing
cause or spreading the word about your new site
using PR stunts can help you do it.
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2. Be the expert
The Media is always looking for experts to share
tips with their readers.
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This is Liz.

She helps moms
find cool stuff.

She is so good at it that the Today Show
continually asks her to come on and talk about
all of the cool stuff moms need to know about.
Check her out.
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Liz’s blog: http://www.mom-101.com/
Cool Mom Picks: http://coolmompicks.com/
Talk to Liz on Twitter: @mom101
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This is meredith

She really likes play.
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She knows so much about toys, games and play
that she gets invited on tv to talk about them.
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Here she is on the Today Show.
Pretty rad, huh?
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Meredith’s blog: http://www.themeredithsinclair.com/
Talk to Meredith on Twitter: @ hoo_dee_hoo
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This is jessica.

She is a mom blogger in LA and is known for
tackling tough parenting topics. She has
appeared everywhere from Dr. Phil to CNN
doing just that.
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Here she is commenting on whether or not little
girls should play with the “Breast Milk Baby”
doll.
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Jessica’s blog: http://jessicagottlieb.com/
Talk to Jessica on Twitter: @JessicaGottlieb
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3. Create
something viral
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This is jenna
anne. www.askaprgirl.com

She is a twenty
year old tumblr
celebrity.

She created a video called “What You Need to
Know about Tumblr.” It went viral. Now she has
over 40,000 Tumblr followers.
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This is hannah
hart.

She made a cooking show while she was drunk
to cheer up a friend. That cooking show now has
over a million views and Hannah has a new
career.
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4. Share a story
with a reporter
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This is me. {hi!}

I wrote a post asking women to write letters to
their twenty-something selves. I convinced a
few of my blogger friends to write the first
letters and then I emailed reporters and told
them what I was doing.
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They wrote
about it.
My traffic more than quadrupled.
And I landed a book agent.

5. Guest posts
You can read more about how you can leverage
guest posting here.
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How-to: create a
pr strategy
for you.
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1. Set a n
objective
What are you hoping to achieve?
Attract more readers?
Show you are an expert so you can land a book
deal?
Promote and sell a product?
Land more speaking engagements?
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2. Find your
audience
Who are you trying to reach?
How can you reach them?
How can you reach them in a way that supports
your objective?
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3. define your
message
What ARE key messages?
Clear, concise, memorable thoughts that align
with your business objectives.
The thoughts you most want your audience to
remember above all else.
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What is your story?

4. Find media
Create a list of media outlets your audience
reads/watches/listen to.
Find editors that already write about the topic
you are interested in talking about.
Find their contact info.
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5. Pitch, Pitch, Pitch
Email them your idea. Keep it short and sweet.
What kind of stories can you pitch?
Share tips from your expertise. (like Liz)
Comment on a hot topic. (like Jessica)
Tell them about interesting things you’re doing
(like me)
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You’ve never
written a pitch
before?
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Don’t worry I
made you
examples.
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Pitching yourself as an expert?
Take this and make it your own:
Hi (editor’s name),
I am (your name) from (your website) where I share tips and stories
on (topic you write about).
I wanted to reach out in case you were working on any stories about
(topic you write about or hot topic you want to comment on). If you
are ever looking for an expert in this area feel free to reach out.
Thanks,
(your name)
www.askaprgirl.com

Pitching a story?
Take this and make it your own:
Hi (editor’s name),
I just launched (insert your event or project) and wanted to reach
out and see if you might be interested in sharing it on (insert media
outlet).
(insert two lines summarizing what you are doing)
Here is a link with more details: (insert link)
Let me know if you have any questions.
Thanks,
www.askaprgirl.com
(your name)

Questions?
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About Cassie
Cassie Boorn is a writer, social
media specialist, entrepreneur and
PR girl who has built digital
programs for Fortune 500
companies, entrepreneurs, small
businesses and bloggers.
Read Me: http://askaprgirl.com/
Talk to Me: @CassieBoorn
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