Introduction to Public Relations by Jeff Zelaya

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Learn more at http://jeffzelaya.com - Jeff Zelaya teaches an introduction to Public Relations to a class of Vocus PR Business Development Associates. Jeff Zelaya is a professional public speaker and a considered an expert on the topics of Public Relations, Marketing, Social Media, Public Speaking, LinkedIn and Social Selling.

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  • Marketing is obviously a huge part of what Vocus does. What we will talk about today are some generic facts about marketing as a whole and then also take a look at how marketing has changed over the years and how that has affected our business, our customers, and the way we do business every single day.
  • When you think about the word marketing, what does that mean to you?
  • Read slide. What are some good marketing campaigns you can think of?
  • The ultimate goal of Marketing is to help the businesses grow. They accomplish this in various ways by providing increased leads, more purchase….
  • Let’s take a look at some different forms of marketing.
  • Introduction to Public Relations by Jeff Zelaya

    1. 1. Introduction to Public Relations Sales Academy
    2. 2. Sales Academy
    3. 3. o Lululemon (LULU 47.15 ↑0.00%) Athletica (LULU) stock was obliterated to the tune of 17.5% today on sudden and unexpected news that its CEO, Christine Day, would be stepping down. The stock had reached a 52-week-high of $82.50/share yesterday, literally moments before the resignation announcement in after hours. LULU, the yoga clothing specialist, sells $98 yoga pants and $58 tank tops, and sells enough of them that the company was valued over $11 billion on a market cap basis yesterday, before losing almost $1.5 billion in value today. Sales Academy
    4. 4. Sales Academy
    5. 5. Sales Academy
    6. 6. Sales Academy
    7. 7. Public relations is the practice of managing the spread of information between an individual or an organization and the public -Wikipedia Sales Academy
    8. 8. When can we use PR? • • • • • • • Company + Product Launch New Hire Upcoming Event or Trade Show New Partnership Breaking News Financial Disclosure Crisis Control Sales Academy
    9. 9. Forms of PR
    10. 10. PR Tactics: • • • • • • • • • • • • Pitching Media Press Release Applying for Awards Getting Quoted Stirring Controversy Speaking Opportunities Getting Reviews Blogger Outreach Social Media Engagement Hire an Agency Media Tour Monitoring Sales Academy
    11. 11. Benefits of PR o Create awareness o Brand protection o Save $$ over advertising o More believable o 3rd party validation o Differentiate from a competitor o Leads o Sales Sales Academy
    12. 12. Content marketing • A form of inbound marketing • Involves the creation and sharing of media in order to acquire customers. • Formats include: ― News, videos, white papers, ebooks, infographics, case studies, how-to guides, Q&A’s articles, photos, etc. Sales Academy
    13. 13. Content Marketing Considerations Sales Academy
    14. 14. Sales Academy

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