Keynote presentation for the 4th annual 'MazingYou Women's Conference in Salem, Oregon. PR Tips for Women in Business.

1. ’MazingYou
2017 Women’s Conference
50 Tips from the PR Pros
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2. How to share!
Facebook:
MazingYou Leadership
for Women;
Word’s Out PR
Insta: @Mazingwomen;
@WordsOutPR
#mazingyou
#salemconference
#womeninbusiness
#womenempowerment
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3. Your PR Maven:
Ms. Nicole Miller
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4. 4

5. 5
Today’s expert team
of women
Laura Luthi
Dena
Weigel-Bell
Brooke Schelar

6. What IS PR?
Not HR
Not advertising
Behind-the-scenes; building connections between
organization and its publics
Communications director, pitch stories, write
speeches, create news releases, manage social media
platforms, plan the social responsibility campaign
6

7. Why does PR matter?
Investment in your
reputation & the reputation
of your organization
Good PR: Improved
visibility and good
positioning
Crisis is chronic
PR speaks the truth and
people want the truth
7

8. PR Part 1:
Media Relations
Nicole Miller & Laura Luthi
wordsoutpr.com
WordsOutPR
@wordsoutpr
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9. POP QUIZ!
What are some of the job functions of
a person in PR?
9

10. 1. Be strategic
Communications approach
should be directly tied to your
vision and goals
Well-planned communications
will achieve better long-term
results
Proactive vs. reactive
10

11. 2. Include PR at executive level
Obtain info directly, from the
most credible source
Direct access offers insight and
foreshadowing of future events
Enables PR to strategize and
develop communications
directly tied to your
organization's needs
We can’t do our jobs in the dark!
11

12. 3. Develop key messages
Differentiate from the
competition
Stay on topic
Define your brand
Establish the reputation you
want for your organization
12

13. 4. Know your audience
“Target publics” - you have several
Consider where to find your publics
Always research the
media outlet and
media contact
before pitching!
Who are their
readers/listeners/
viewers?
13

14. 5. Make it compelling
Personalize to the outlet and person—keep it genuine
Intrigue the editor or producer
Be conversational
Tie to industry trends
14

15. 6. Write impressive news release
Use a mix of the traditional
“Inverted Pyramid” + new
techniques, too.
Used to be written for the
journalist, now it needs to be
written for the public, as well.
Ann Wylie’s "X, Y, Z, A
formula”
Benefits of your product or
service. It looks like this:
X (users) who have struggled
with Y (problem) will now be
able to Z (benefit), thanks to A
(product or service).
15

16. Commuters who now spend an hour each day driving
from Tualatin to Portland will soon be able to make the
trip in 15 minutes, thanks to a new bridge that ABC
Company will build this summer.
People with skin that is showing signs of aging,
including wrinkles and age spots, will now be able to
reverse the signs of aging in as little as four weeks with
Timeless Age-Defying Serum by ABC Company.
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🤔For example…

17. News
Release
Format
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18. 7. Create stand-out subject line
Think of your subject line as
your pitch
Pique curiosity: New, Local,
Exclusive, Data
Be clear “News Release re:”
Keep it brief “10 Tips to Avoid
Dry Rot”
AVOID spammy, sales
language “free” “% off”
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19. 8. Serve it on a silver platter
Include the whole package in your pitch, making your story ready-
to-go and more appealing than the rest.
• AP Style
• Photos, video
• Spokesperson
• Industry data
19

20. 9. Follow-up (in a helpful way)
Every great PR person follows up
A call and/or e-mail that is quick
& to-the-point is often what lands
the story.
Follow-up an average of 3 times
When they say they don’t want
follow-ups, it’s really that they
don’t want crappy follow-ups.
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21. 10. Leverage the exposure
Use it or lose it, sister!
Share on Facebook
Publish on LinkedIn
Your e-mail list
Industry specific social
networks
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22. 11. Relationships, relationships!
Public relations is about
building strong, respectful
relationships
Provide valuable, relevant
information
Best PR people are resources
to the media; strategic
consultants to the exec team.
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23. 12. Stay on offense
Anticipate problems and
opportunities
Find spontaneous PR
opportunities
Go for the gold
Be creative!
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24. 24

25. PR Part 2:
Social Media for Business
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Nicole Miller
wordsoutpr.com
WordsOutPR
@wordsoutpr

26. POP QUIZ!
Who’s on…
Facebook?
Instagram?
Pinterest?
LinkedIn?
Twitter?
Snapchat?
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27. 1. Choose the right platforms
So many options, limit to 3.
Quality over quantity!
Choose based on your
target audience
Is yours a B2B or B2C biz
Go to
conversationprism.com
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😱

28. App for sending
videos
pictures
that disappear
after being viewed
SocialSite
that is all about
DIscovery
Largest
opportunities
users are:
users
share
67 Million
Twitter users
There Are over
micro blogging
SocialSite
that limits each
mobile is
facebook’s
Cash cow
140
PINTEREST twitter facebook instagram Snapchat linkedin
post to
every
second
characters
1MILLION Links
social sharing
app all around
most followed brand is
andnow60second
Pictures
#
videos
and
social networking site
business
oriented
travel
beauty
style
food
home
million
150
20%
male
million
active usersactive users active users
328
6,000tweets
million
active users
300
million
106billion
2.01
Million
active users
700
many brands
are participating
through the use of
brandsthatare
participating
& connect
giving potential and
current associates
are
aplaceto
in the
US
hashtags
pictures
and posting
consumers
can relate to
corporate
brands
network
EVERY 20 MINUTES
roughly
80%female
70% of
users are female
happen
MONTHLY
1.15
billion
Daily active
mobile users
most used
platform
among 12 - 24
year olds
is the most common
age demographic
at 29.7% of Users
age 25 to 34
on average
monthly active users
+
billionvideo views daily
10+
Statistics as of 8.25.2017 Designed by: Leverage - leveragenewagemedia.com
70% users
are outside
the U.S.
of
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29. 2.Post at the right time
Know when your audience is
online
Consider the demographics
Schedule your posts via
Hootsuite or Facebook
scheduler
Hootsuite > Instagram,
LinkedIn, Twitter
Facebook > Facebook
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30. 3. Follow the 80/20 rule!
80% of your posts should be
non-promotional. Interesting,
sharable content.
Info, tips, humor, conversation,
quotes, news, questions.
20% of your posts promoting
your business or cause;
including calls-to-action.
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31. 4. Envision you’ve just
entered a party…
Use the same etiquette you’d
use in-person at a social event
Respond to comments,
inquiries
Get off your soap box
Don’t get political, religious
Whether or not to “friend:”
Would you engage w/ that
person in-person?
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32. 5. Build relationships!
It’s a conversation, encourage
dialogue
Phrase your post as though
you’re talking with, not at,
someone
Tag people and other businesses
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33. 6. Social media cannot exist
in a vacuum
Point to your social media pages outside of that
social media platform
E-mail signatures
Website header, blog
E-newsletters
Real-life signage
Contests!
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34. 7. Use images, esp. video
74% of all Internet traffic in 2017 is video
Photos, videos are an extension of your brand
Should be professional, yet not too formal.
Don’t upload too many pics — pick the best
and use those
Add humor: ecards, memes, quote generators
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35. 8. Recognize personal vs. business
Think about what to post on
your personal pages vs. your
business pages.
There is an overlap of our
personal and social worlds
Listen to your inner voice
as to where to draw the line
Personal account is
spontaneous, business account
needs more thought, a plan
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36. 9. Lift each other up
Tag other businesses, people, organizations
Promote what others are doing
Share your “kudos”
Provide reviews on Facebook, Google +,
Yelp, etc.
Help out a budding page by commenting,
not just liking their posts
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🙌

37. 10. Do not over-sell or brag!
That will turn people off!
It’s a communication platform, a
community-building platform, a
customer service platform...
Have you ever been in a
conversation where someone talks
about themselves the whole time?
... unless, you use the appropriate
tools such as ads or sponsored
content. Or if you tactfully craft in
the 20% portion.
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38. 38

39. 11. Grammar matters!
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40. 40

41. PR Part 3:
Blogging for Business
Dena Weigel-Bell
www.denaweigelbell.com
DWBBrandJournalist
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42. POP QUIZ!
Who has a personal blog?
A blog for business?
42

43. 1. Content is King
Content Marketing is a
strategic marketing approach
focused on creating and sharing
valuable, relevant content that
does not explicitly promote a
brand, but is intended to
stimulate interest in its products
or services.
1. Blogging
2. Vlogging
3. Social media posts
4. Expert articles
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44. 2. Design & format for readability
Keep target audience in mind
Key messages/take-aways as subheads
Widgets and added features for easy navigation!
Plugins: SEO analysis tools, backups, Google Analytics
Organize your content into 3-5 topic categories
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45. 3. Create content that matters
Create great content that readers will enjoy, make it visually appealing
Consider the audience
Editorial calendar for balance
Keywords to capture audience
Think about tone/formality
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46. 4. Prioritize SEO
Increasing your “searchability” on search engines is the best way to
bring customers to you
Use focus keywords/phrases
Sprinkle your keywords throughout
46

47. POP QUIZ!
Google yourself!
47

48. 5. Use specific keywords
instead of general keywords
Long-tail keywords
(key phrases)
Searchers verbalize
their problem “Local
Plumber Salem
Oregon”
Brings in the most
relevant, qualified leads
Use throughout your
content
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49. 6. Locations w/ keywords
If you sell products or services specific to a particular region,
you’ll want to include the location in your keyword phrases.
Especially in your meta description!
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50. 7. Use keywords in headlines
Place keywords at the
beginning (and end) of your
headline
Place keywords in sub-heads
“6 Floor Plans for a Perfectly
Modern Kitchen”
50

51. 8. Insert meaningful links
Inbound Links:
Come from another site to yours!
Membership organizations
Community, industry partners
Sharing partners
Internal Links:
Link within your own site to keep
them on your website longer.
Preferred by Google
Must be relevant
Outbound Links:
Link to other relevant pages to build
goodwill. However, this sends visitors
away from your site.
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52. 9. Promote your blog
Have a checklist handy about
where you will share your blog
posts once they’re published!
Plugins such as:
Facebook
LinkedIn
E-mail, e-newsletter
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53. 53

54. Activity: Think of how
you’d blog for business
1. Brainstorm a blog topic.
2. Share your blog topic with your table members.
3. Keyword/key phrase challenge! Table members help
come up with a keyword search term for your blog post.
4. Select one blog topic from your table to share w/ us
(and its corresponding keyword/key phrase).
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55. PR Part 4:
Visual Storytelling
Best Practices
Brooke Schelar
thewildferncreative.com
WildFernCreative
@wildfern_creative
55

56. POP QUIZ!
What is the call-to-action on this web page?
56

57. 1. Leave white space
Give your visual elements
and messages space to be
seen and heard.
Forcing multiple messaging
into one area and cluttering
your visuals leaves people
feeling overwhelmed and
makes it hard for them to
soak up the main message.
57

58. 2. K.I.S.S.
(Keep it simple, stupid!)
Did you know?
80% of people choose a
product, service or company
over a competitor because it had
a better website
Simplicity is key
Entice the customer
Save more info and extra photos
for another space/page if needed
58

59. 3. Use visual hierarchy
…and subheads are important, too!
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38% of people will stop
engaging with a website if
the content/layout is
unattractive.
Define the importance of
what you're trying to say
and present the
information accordingly.

60. 4. Clear call-to-action
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What do you ultimately want
people to do? Make this clear.
Attention spans are short. You
have to help guide the viewer
to act on something. Make it
easy for them.
Buy now, submit, click here

61. 5. Use color with purpose
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Use color to make
specific things
stand out in your
visual design.

62. 62
Be true to your brand and your
values. Don't pretend to be
something that you're not.
Share your true brand and core
values with your customers.
Fake isn't relatable.
6. Authenticity is crucial

63. Inauthentic
Stock images
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64. 64
Show your genuine values
through custom visuals & words
Break out of the mold
Did you know?
We are incredible at
remembering pictures.
Hear a piece of info, and three
days later you'll remember 10%
of it. Add a picture and you'll
remember 65%.
7. Customize to stand out

65. 65
Define a set of rules and
guidelines for your brand and
stick with it.
Consistent brands are easily
recognizable and can truly
develop a personality of their
own.
8. Customers need consistency

66. 9. Tell a story
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A compelling brand story gives
your audience something to
connect with.
At the end of the day, you're
dealing with people.

67. 67
62% of consumers say that they
are more likely to buy from a brand
that they follow on social media
Out of sight = out of mind.
Build credibility by having a web
presence:
Website
Social media
10. You’d better be online

68. 68

69. Social Responsibility
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~ Because being a good person matters ~

70. 1. Bring your values to life
Beyond a donation
Making alliances, partnerships
to address deeper social issues
Strategically aligning your
organization with agencies for
social change
Exercising your values
Mutually beneficial
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71. 2. Choose a cause that
aligns with your values
55% of consumers willing to pay
more for products from cause-
supporting brands
Tie to your mission and values
Education
Health & social services
Community & economic
development
Do your research
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72. 72

73. 3. Do your due diligence
Interview your top charities
Look at their annual reports
How do they measure their
progress toward goals?
Listen to your inner voice
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74. 4. Use clear messaging
Do you have your elevator
pitch? 25-50 words
Be concise
Easy to understand:
Could a 10 year-old
understand it?
Focus on one thing at a time
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75. 5. Motivate Employees
Encourage & promote employee participation. Their relationship with
the company is strengthened when they are engaged!
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76. 6. Make it social
Create a hashtag
#DalesPaintsPink
Tag your partners
Opens up employee and
partnership engagement
Share journey in real-time
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77. 77

78. But most importantly…
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79. 79
Embrace being
the expert

80. 80
Invest in
relationships

81. 81
Know who to turn to!