Pr diy tips and tactics_sept 18 2012_s_share

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Pr diy tips and tactics_sept 18 2012_s_share

  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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