Flavia Young Public Relations
This presentation is for anyone that has objectives,creative ideas, and the energy and burning desirefor their business or...
Does this sound like you?Are you ready to take the next step in your business,attract attention, create buzz, generate lea...
Let me guide you step-by-step through a three-partseries to turn business goals into reality usingsimple PR tips and tacti...
First, lets identify what PR is by stating what it isNOT.PUBLIC RELATIONS IS NOTOnly displaying the parts of your business...
Enough of the negative. Now let’s get to thegood news: what PR actually is.PUBLIC RELATIONS ISDisplaying all parts of the ...
SO, LET’SGETSTARTED
STEP 1: Work out what youwant.STEP 2: Indentify yourtarget market.STEP 3: Decide yourtimeframe/Deadline.STEP 4: a) Identif...
STEP 1: What are your goals? What do you want toachieve? What are your objectives? Where do youwant to be? How is this dif...
For example, you might want to “create some buzz”around your product or service -- to hype upattention/encourage awareness...
STEP 2: TargetMarket.Who do you want toreach? Whatsolutions do youprovide to theirproblems, and how?This is the foundation...
If you don’t know who your target market is, it’stime to do some research...Free options(secondarydata) are tolook at webs...
STEP 3: What is yourtimeframe/deadline?One week? Two or threemonths? Six months?Clarify your timeframe.This will help youp...
STEP 4: a)Identify whoyour brand ambassadorsare. Who are thefollowers/customers/consumers most in lovewith your brand? Who...
STEP 5: Evaluate your progress. Use Google Analytics, measurethe increase in followers or social media activity, according...
Take Aways…
Start thinkingabout how youare differentfrom yourcompetitors.Remember your story. What makes you unique? Think ofrefining ...
Of your brand ambassadors (the people that like your brand/yourcontent), who are the thought leaders, the influencers? Who...
DON’T SHOUT… or jump into established onlineconversations. Respectparticipants. Don’t put on the“big sell.”LISTEN to what ...
Be unique, be different, stand out. Staycurrent but celebrate your ownstory/brand/history.And continue to develop and grow.
Success is inevitable ifyou provide somethingof value to people in amedium they prefer touse. In other words,provide your ...
Part Two will include case studies of how smallbusiness used PR for business growth, to generateleads and maintain their r...
Great ReadsTrevor YoungJohn Wiley & Sons,Australia, LtdDavid Meerman ScottJohn Wiley & Sons, IncBrian Solis and DeidreBrec...
Thank youFlavia YoungIf you’d like one-on-one consultation or for me todesign a PR/Communication plan for your business,pl...
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PR101 an Intro to the fundamentals of public relations to help business owners attract attention, generate leads and maintain brand and relationships.

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This is a basic introductory slide about how the fundamentals of public relations can assist business owners to gain attention and exposure of their brand by building and maintaining relationships with their followers and target markets as well as journalists and editors that would be interested in their news and content.
It highlights what PR is and states what it is not. It provides simple tactics to create buzz, generate leads, and tell the business story, all without spending any capital, except time.
Social media is briefly mentioned with four themes to help the business owner effectively interact online. The themes are: Don’t Shout, Listen, Watch and Participate.
It outlines a basic five-step process to get the business owner thinking about their unique, point-of-difference and how they can leverage their differentiation to stay competitive in the marketplace.
Above all, this slide is an overall plan to encourage honesty, transparency and relationship. It is a foundational plan to facilitate the business owner and their target market to fall and stay in love.
Note: This slide is Part One of a three-part series. Part Two includes case studies of how these concepts worked and Part Three will answer any reader questions from the previous sections.
I hope this slide is of value to you. Please feel free to comment, share and like the content.

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  • What’s your tagline! Your vision & mission statements.
  • PR101 an Intro to the fundamentals of public relations to help business owners attract attention, generate leads and maintain brand and relationships.

    1. 1. Flavia Young Public Relations
    2. 2. This presentation is for anyone that has objectives,creative ideas, and the energy and burning desirefor their business or personal brand to ascend to thenext level of the business cycle for authentic andsustained business growth.EngageEngenderBuildCommunicateFacilitateEncourageShareCreateDesignCollaborate
    3. 3. Does this sound like you?Are you ready to take the next step in your business,attract attention, create buzz, generate leads, anddifferentiate your brand without spending a singlecent, just a little uncertain of how or where to begin?
    4. 4. Let me guide you step-by-step through a three-partseries to turn business goals into reality usingsimple PR tips and tactics.
    5. 5. First, lets identify what PR is by stating what it isNOT.PUBLIC RELATIONS IS NOTOnly displaying the parts of your business you want to shareManipulating the truth, “spinning” content, articles, messages that suggest a reputation youhave not earnedShouting out messages, using one-way communicationIgnoring critics, consumers, reviewers, internal & external stakeholdersLetting an issue be ignored & not addressing it immediatelyA one-stop “fix-it” solutionLess important than other areas of the business
    6. 6. Enough of the negative. Now let’s get to thegood news: what PR actually is.PUBLIC RELATIONS ISDisplaying all parts of the business & using less desirable situations to learn from, turnaround & help build trust, maintain relationships with yourcustomers/followers/stakeholdersPresenting, providing honest, transparent information with the ethos of maintaining &building trust with customers/followers/advocates/community/stakeholdersConsistent & respectful relationships with the media/journalists/thoughtleaders/bloggersDirect address & engagement of criticsA clear plan/procedure of process to deal with issues & crisis managementAn ongoing, evolving plan & strategy that needs to be edited regularlyAn integral part of a modern, forward-thinking business, PR should be at the core of allbusiness planning, strategy & development
    7. 7. SO, LET’SGETSTARTED
    8. 8. STEP 1: Work out what youwant.STEP 2: Indentify yourtarget market.STEP 3: Decide yourtimeframe/Deadline.STEP 4: a) Identify yourambassadors /followers &b)write up your media list.STEP 5: Evaluate yourprogress.Underlying this, start thinkingabout and clarify your story.More on this later...
    9. 9. STEP 1: What are your goals? What do you want toachieve? What are your objectives? Where do youwant to be? How is this different from where you arenow?Take a moment now to write three to five goals.Then number them in importance or priority. BECLEAR. BE PRECISE.
    10. 10. For example, you might want to “create some buzz”around your product or service -- to hype upattention/encourage awareness about your brand. Youmight also want to boost sales, differentiate yourselffrom competitors and reach out to your currentclients.These are all validobjectives. For your PRefforts to be effective,however, yourobjectives must beclear, concise, authenticand measureable.OBJECTIVE OUTCOME * in CAPITALSCreate buzz Link a news-worthy, calendar event with your story,notify media list about it. GET 3 MENTIONS INMEDIABoost sales Put out a call-to-action on one of yourproducts/services, revamp it to make it valuable &timely. GENERATE 5 LEADS IN ONE WEEKDifferentiate Highlight your point-of-difference. Upload aYouTube video explaining your services.GENERATE 10 COMMENTSMaintain currentclientsEmail newsletter with a free offering to say thankyou for their service. ENCOURAGE 3 NEWTESTIMONIALS FOR PUBLICATION ONWEBSITE/S
    11. 11. STEP 2: TargetMarket.Who do you want toreach? Whatsolutions do youprovide to theirproblems, and how?This is the foundation of how you will communicate with yourtarget market. When you know who they are, you know what theirbehaviours are and you can communicate with them via thechannels they prefer to use and at the times they prefer to usethem.
    12. 12. If you don’t know who your target market is, it’stime to do some research...Free options(secondarydata) are tolook at websitetestimonialsof similarbusinesses toyours.Paid optionsareplentiful.There arenumerousreportsavailable.
    13. 13. STEP 3: What is yourtimeframe/deadline?One week? Two or threemonths? Six months?Clarify your timeframe.This will help youprioritise tasks as wellas leverage anycalendar events in yourindustry or in generalthat you could draw on,tie in with to make yourstory news-worthy.
    14. 14. STEP 4: a)Identify whoyour brand ambassadorsare. Who are thefollowers/customers/consumers most in lovewith your brand? Whotalks about your brand toothers (positive word-ofmouth advertising ispriceless). Monitorreviews, feedback, andforums. Put all your infointo a report.b) Start to gather and collate a list of thepublications/websites/blogs/journalists/editors/influencers you need to contact; establish arelationship with. When you pitch to them(information in Part 2) make sure you spell theirname and title correctly. More on media lists in PartTwo.
    15. 15. STEP 5: Evaluate your progress. Use Google Analytics, measurethe increase in followers or social media activity, according toyour STEP 1 goals. More detailed information on this in PartTwo.
    16. 16. Take Aways…
    17. 17. Start thinkingabout how youare differentfrom yourcompetitors.Remember your story. What makes you unique? Think ofrefining yourstory into a 30-second elevator pitch. This informationwill help when you are talking/pitching to editors andjournalists about your brand and news.
    18. 18. Of your brand ambassadors (the people that like your brand/yourcontent), who are the thought leaders, the influencers? Who are themost ACTIVE/CONNECTED? These are the people you need tobuild and maintain a relationship with. Connect with them in anauthentic, transparent and mutually- beneficial way. Stay connected,both on and offline (if possible).
    19. 19. DON’T SHOUT… or jump into established onlineconversations. Respectparticipants. Don’t put on the“big sell.”LISTEN to what people aretalking about and when yourcontent adds value, share it.WATCH what is already beingsaid as well as when peopleprefer to share and what topicsthey prefer to discuss.PARTICIPATE withauthenticity. Provide content tohelp others, not to push yourwares.Social media is not astrategy. It’s a tool.Consider writing a socialmedia andcommunications plan.
    20. 20. Be unique, be different, stand out. Staycurrent but celebrate your ownstory/brand/history.And continue to develop and grow.
    21. 21. Success is inevitable ifyou provide somethingof value to people in amedium they prefer touse. In other words,provide your solution toyour target markets’particular problem, witheasy-to-accessinformation. Tell othersabout the solution inway that is authenticand honest and ensureyour followers can easilyshare your content.Be consistent and staycurrent with trends.Communicate with your readers/targetmarket/followers in the channels they prefer at thetimes they are most active and you will be on yourway to effectively building an engaging and strongbrand.
    22. 22. Part Two will include case studies of how smallbusiness used PR for business growth, to generateleads and maintain their reputation.The last series will include answers to any questionsyou have. I hope you enjoyed this PowerPoint andcould use some or all of the information. I lookforward to hearing from you.
    23. 23. Great ReadsTrevor YoungJohn Wiley & Sons,Australia, LtdDavid Meerman ScottJohn Wiley & Sons, IncBrian Solis and DeidreBreckenridgeFinancial Times Press
    24. 24. Thank youFlavia YoungIf you’d like one-on-one consultation or for me todesign a PR/Communication plan for your business,please email:director@flaviayoungpublicrelations.com.au orTwitter: @FlaviaYPR

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