The document discusses public relations (PR) as a crucial element for small business success, emphasizing the importance of building relationships and understanding the audience. It highlights a case study from the Smithsonian’s National Portrait Gallery, which aimed to engage emerging artists through a portrait competition and successfully doubled its entry goal through targeted media outreach. The presentation provides insights into PR best practices and measurable objectives for effective communication strategies.

1. From Personal Relations To Public RelationsPR Best Practicesfor Small Business SuccessShonali Burke, ABCPresented at Social Commerce Camp – DCFebruary 20, 2010

2. What the %*!$ is public relations?

3. Spinning lights: http://www.flickr.com/photos/loupiote/399354675/Bee: http://www.flickr.com/photos/emeryjl/2929259485/Media: http://www.flickr.com/photos/seattlemunicipalarchives/4252486926/

4. Public relations is about Relationshipshttp://www.flickr.com/photos/bitchcakes/4363522761/

5. Be Presentable

8. How will you make your customers’ lives better?

10. Get to know your audience

13. If a tree falls…

14. http://www.journalism.org/analysis_report/how_news_happens

15. http://www.journalism.org/analysis_report/how_news_happens

18. What are your measurable objectives?

19. Smithsonian’s National Portrait GalleryFirst-ever OutwinBoochever Portrait Competition (2005-2006)Courtesy: National Portrait Gallery

20. What was the problem?NPG perceived as outdatedLack of connection with today’s artistsPortraiture not perceived as “cool” or “hip”Aimed to reach emerging & mid-career artistsNeeded to secure 2,000 entries for the contest to be viableCourtesy: National Portrait Gallery

21. What We DidMedia outreachMedia buyDirect mail“Portrait of an Artist”

22. 4,000+ entries (double goal)Courtesy: National Portrait Gallery

23. Questions?Photo: http://www.flickr.com/photos/27546063@N03/3717938304/Find this presentation online at: http://www.slideshare.net/shonaliburkeYou can find me at:E-mail: sburke@shonaliburke.comTwitter: http://www.twitter.com/shonaliBlog: www.WaxingUnLyrical.comWeb: www.shonaliburke.comSkype: sburke15Thank you!