PR 101

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By Jennifer Janson at the Launch48 2009 Conference

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PR 101

  1. 1. PR 101: achieving the impossible
  2. 2. What is PR? <ul><li>Planned two way communications between an organization and its important target audiences </li></ul><ul><li>Communications designed to create understanding and support for the organization’s aims and actions. </li></ul><ul><li>Good public relations needs thought, planning and consistency </li></ul><ul><li>Relationship-building = time </li></ul>
  3. 3. PR versus advertising <ul><li>Audience </li></ul><ul><ul><li>Advertising can be directed very accurately at specific audience </li></ul></ul><ul><ul><li>PR equally well directed but no guarantees of coverage (social media changes this dynamic) </li></ul></ul><ul><li>Impact </li></ul><ul><ul><li>Advertiser buys the space and has control over what is written </li></ul></ul><ul><ul><li>Traditional PR reliant upon 3 rd party intermediary </li></ul></ul><ul><li>Function </li></ul><ul><ul><li>Advertising can sell </li></ul></ul><ul><ul><li>PR more effective at educating </li></ul></ul>
  4. 4. But, traditional PR is changing <ul><li>A return to ‘true’ public relations </li></ul><ul><li>Ability to speak to your target audiences, immediately </li></ul><ul><li>Short-term success becomes more realistic </li></ul>
  5. 5. So what can you do? <ul><li>Find someone to follow your journey </li></ul><ul><li>Use social media Existing advocates or create new ones? </li></ul><ul><li>Identify very specific target audiences </li></ul><ul><li>Ask for their help </li></ul><ul><li>Talk about benefits, NOT features </li></ul>
  6. 6. Guiding principles <ul><li>Stay focused on the audiences that will be most interested </li></ul><ul><li>Invest – time to identify best avenues for exposure </li></ul><ul><li>Be humble – ask for feedback and help in spreading the word </li></ul><ul><li>Be responsive and engage </li></ul><ul><li>What’s in it for them? </li></ul><ul><li>If approaching a journalist, think about their readers. </li></ul>
  7. 7. <ul><li>Good luck! </li></ul>

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