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DARA QUACKENBUSH SENIOR LECTURER, PUBLIC RELATIONS TEXAS STATE UNIVERSITY TWITTER: @DQUACK EMAIL: DARA@DARAQUACKENBUSH.COM...
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<ul><li>Identify someone to watch time  – give 5 minute warning at :45 minutes. </li></ul><ul><li>Identify someone to take...
The 3 Punches <ul><li>Jab -- Audience  </li></ul><ul><li>Cross -- Message </li></ul><ul><li>Uppercut -- Media </li></ul>PR
<ul><li>Demographics </li></ul><ul><li>Psychographics </li></ul><ul><li>Age </li></ul><ul><li>Gender </li></ul><ul><li>Rac...
<ul><li>“ Julie” </li></ul><ul><li>Mid-30s </li></ul><ul><li>Married </li></ul><ul><li>Two children under 5 </li></ul><ul>...
Why does your audience choose you? <ul><li>Not always why you think </li></ul><ul><li>Price NOT always the most important ...
When does your audience choose you? <ul><li>Frequency </li></ul><ul><li>Special occasions </li></ul><ul><li>Repeat busines...
The Cross: What’s the story? <ul><li>Define or be defined </li></ul><ul><li>Big picture, not details </li></ul><ul><li>Com...
Develop key messages <ul><li>What’s important to your audience </li></ul><ul><li>What promise can you deliver </li></ul><u...
The Uppercut: What are your key media? <ul><li>What media does your audience consume? </li></ul><ul><li>Rifle, not shotgun...
Understand your key media <ul><li>Really KNOW your key outlets </li></ul><ul><li>Beat reporters </li></ul><ul><li>Compelli...
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3 punches for knock-out PR

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10 am session at PCA10 by Dara Quackenbush. It's the three things you need for great PR.

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3 punches for knock-out PR

  1. 1. DARA QUACKENBUSH SENIOR LECTURER, PUBLIC RELATIONS TEXAS STATE UNIVERSITY TWITTER: @DQUACK EMAIL: DARA@DARAQUACKENBUSH.COM The 3 Punches Needed to Create Knock-Out PR
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  3. 3. <ul><li>Identify someone to watch time – give 5 minute warning at :45 minutes. </li></ul><ul><li>Identify someone to take notes – post notes to http://barcamp.org/ProductCampAustinSummer2010Notes </li></ul><ul><li>Thank our sponsors </li></ul>please take a moment to
  4. 4. The 3 Punches <ul><li>Jab -- Audience </li></ul><ul><li>Cross -- Message </li></ul><ul><li>Uppercut -- Media </li></ul>PR
  5. 5. <ul><li>Demographics </li></ul><ul><li>Psychographics </li></ul><ul><li>Age </li></ul><ul><li>Gender </li></ul><ul><li>Race </li></ul><ul><li>Location </li></ul><ul><li>Family size </li></ul><ul><li>Income </li></ul><ul><li>Education </li></ul><ul><li>Activities </li></ul><ul><li>Interests </li></ul><ul><li>Opinions </li></ul><ul><li>Attitudes </li></ul><ul><li>Values </li></ul><ul><li>Beliefs </li></ul>The Jab: Who is your audience?
  6. 6. <ul><li>“ Julie” </li></ul><ul><li>Mid-30s </li></ul><ul><li>Married </li></ul><ul><li>Two children under 5 </li></ul><ul><li>Lives in Westlake </li></ul><ul><li>Mid-level executive </li></ul><ul><li>MBA </li></ul><ul><li>Soccer mom </li></ul><ul><li>Drives SUV </li></ul><ul><li>Recycles </li></ul><ul><li>Buys organic </li></ul><ul><li>Runner </li></ul><ul><li>Watches Food Network </li></ul>Create a profile Beginning to wonder if she can have it all
  7. 7. Why does your audience choose you? <ul><li>Not always why you think </li></ul><ul><li>Price NOT always the most important </li></ul><ul><li>Questions to ask: </li></ul><ul><ul><li>What do you offer that others don’t? </li></ul></ul><ul><ul><li>What are the three most important considerations when purchasing a widget? </li></ul></ul><ul><ul><li>Which of these can you own? </li></ul></ul><ul><ul><li>How do you compare to your competition? </li></ul></ul><ul><ul><li>Why do they choose you? </li></ul></ul>Why do your customers buy cake from you, not HEB?
  8. 8. When does your audience choose you? <ul><li>Frequency </li></ul><ul><li>Special occasions </li></ul><ul><li>Repeat business </li></ul><ul><li>What precipitates the purchasing decision? </li></ul>Knowing when your customers choose you is almost as important as knowing why they choose you
  9. 9. The Cross: What’s the story? <ul><li>Define or be defined </li></ul><ul><li>Big picture, not details </li></ul><ul><li>Compelling </li></ul><ul><li>Simplistic </li></ul>
  10. 10. Develop key messages <ul><li>What’s important to your audience </li></ul><ul><li>What promise can you deliver </li></ul><ul><li>Key messages must be: </li></ul><ul><ul><li>Just 2-3 messages </li></ul></ul><ul><ul><li>Concise </li></ul></ul><ul><ul><li>Consistent </li></ul></ul>The right key messages are the key to your success
  11. 11. The Uppercut: What are your key media? <ul><li>What media does your audience consume? </li></ul><ul><li>Rifle, not shotgun </li></ul>
  12. 12. Understand your key media <ul><li>Really KNOW your key outlets </li></ul><ul><li>Beat reporters </li></ul><ul><li>Compelling stories </li></ul>
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