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Do-It-Yourself (DIY) PR
By Kittima Sethi
What this session will cover:
•
•
•
•

What is PR and what is not PR
Benefits of PR
Downsides of PR
Six DIY Media Relation...
What is Public Relations (PR)?
Communicating your organization’s
messages at the right time and in
the right place to the ...
What is Public Relations (PR)?
Reputation:
Building good relations with the
company’s various publics
What is Public Relations (PR)?
Building and Managing
Relationships with media
What is Public Relations (PR)?
Gaining editorial coverage
in the media for free
What PR is NOT
It isn't always about short-term
campaigns, such as product launches.

It includes longer-term strategic pl...
What PR is NOT
It is not advertising
PR

Advertising
o More control over
placement, content and
timing of message

o Third...
Benefits of PR
 Reaches a wide
audience
 Educates people
 Placement
 Credible
 Detailed coverage
 Image Building
 L...
Downsides of PR
• No control over story,
content, size or
placement
• PR event or release
may get “bumped”
• May misfire t...
Six DIY Media Relations
Tips and Tactics
1. Develop a Strategy
2. Identify your audience
3. Create a media list
4. Crafting the story
a) Timing
b) Significance
c) Prominence
d) Human Interest
4. Crafting the story

a)Timing
b)Significance

Tax evasion

Disease Outbreak
4. Crafting the story
c) Prominence
4. Crafting the story
d) Human Interest
•

Toyota gifted cars to Thai Paralympic gold
medalists
5. Prepare a press release

Press Kit

Press release
 Fact sheet
 Profile
 Photo

6. Pitching to media

Know your reporter
Who, What, Where, Why and How
Short and simple
Practice your pitch
DIY PR Ideas
•
•
•
•
•
•
•
•
•

Releases
Events
PR Stunts
Product demo
Social media
Testimonials
Junkets
Endorsements
Spea...
D-I-Y Public Relations : Tips and Tatics
D-I-Y Public Relations : Tips and Tatics
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D-I-Y Public Relations : Tips and Tatics

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On September 20, 2012, Pacharee Pantoomano and Kittima Sethi, directors of Brand Now Co. Ltd, presented DIY Marketing and PR to a group at the Foreign Correspondent Club of Thailand. The session presented case studies showcasing different tools and tactics employed in marketing and PR. No copyright infringement intended in presenting the case studies. For more information, visit brandnow.asia.

Published in: Marketing, Business, Technology
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D-I-Y Public Relations : Tips and Tatics

  1. 1. Do-It-Yourself (DIY) PR By Kittima Sethi
  2. 2. What this session will cover: • • • • What is PR and what is not PR Benefits of PR Downsides of PR Six DIY Media Relations tips and tactics • DIY PR Ideas
  3. 3. What is Public Relations (PR)? Communicating your organization’s messages at the right time and in the right place to the right audience
  4. 4. What is Public Relations (PR)? Reputation: Building good relations with the company’s various publics
  5. 5. What is Public Relations (PR)? Building and Managing Relationships with media
  6. 6. What is Public Relations (PR)? Gaining editorial coverage in the media for free
  7. 7. What PR is NOT It isn't always about short-term campaigns, such as product launches. It includes longer-term strategic plans, such as brand building and working with local or global communities.
  8. 8. What PR is NOT It is not advertising PR Advertising o More control over placement, content and timing of message o Third-party endorsement gives credibility and objectivity o Target audience o Cost effective o Strive to sell product o Increase search engine visibility o Shaping image o Priceless o Descriptive language o Expensive
  9. 9. Benefits of PR  Reaches a wide audience  Educates people  Placement  Credible  Detailed coverage  Image Building  Lead generation  Attract employees  Access to funding and investors
  10. 10. Downsides of PR • No control over story, content, size or placement • PR event or release may get “bumped” • May misfire through lack of coordination with marketing department or inconsistent communication
  11. 11. Six DIY Media Relations Tips and Tactics
  12. 12. 1. Develop a Strategy
  13. 13. 2. Identify your audience
  14. 14. 3. Create a media list
  15. 15. 4. Crafting the story a) Timing b) Significance c) Prominence d) Human Interest
  16. 16. 4. Crafting the story a)Timing b)Significance Tax evasion Disease Outbreak
  17. 17. 4. Crafting the story c) Prominence
  18. 18. 4. Crafting the story d) Human Interest • Toyota gifted cars to Thai Paralympic gold medalists
  19. 19. 5. Prepare a press release Press Kit Press release  Fact sheet  Profile  Photo 
  20. 20. 6. Pitching to media Know your reporter Who, What, Where, Why and How Short and simple Practice your pitch
  21. 21. DIY PR Ideas • • • • • • • • • Releases Events PR Stunts Product demo Social media Testimonials Junkets Endorsements Speaking events

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