The document discusses strategies for effective public relations (PR). It notes that PR requires focus on clear messaging, building relationships with target audiences, and persistence across multiple channels. Effective PR combines traditional outlets like newspapers, television and radio with digital strategies on websites, blogs, social media and search engine optimization. The key is having engaging and relevant content to share through controlled platforms and third-party sources in order to cultivate an audience and build a brand.

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4. AND THEN…
THERE’S A STRANGE TURN OF EVENTS

5. COMMON MYTHS ABOUT PR

6. PR REQUIRES LOTS OF
Time
Money
News
Angles
Staff

7. AND…PR IS REALLY JUST A BUNCH OF

8. THE PARTY LINE
“Publicrelations is a strategic communication process
that builds mutually beneficial relationships
between organizations and their publics.”
– Public Relations Society of
America

9. delivering the
right message
so that the right
people receive it
at the right time
via the right
media

10. Believable
“editorial”
content
Earned media
Third party
source

11. TRADITIONAL PR OUTLETS
N E W S PA P E R S TELEVISION

12. TRADITIONAL PR OUTLETS
RADIO TRADE JOURNALS

13. IT’S NOT ALWAYS AN EITHER/OR
ADVERTISEMENT P U B L I C R E L AT I O N S

14.  Traditional PR
 Marketing +
Advertising
 Non-Traditional
PR

15. Creating your
own PR Machine
takes focus,
relationships,
and persistence.

16. 1. What are you
trying to say?
2. Who are you
trying to say it
to?
3. Why should
they care?

17. 1. With the media
2. With your
customers
3. With the public

18. 1. Timing of media
cycles
2. Riding the long
tail of online
sales cycles
3. Opportunity-
ready

20. 1. Recognize that
you have
something of
interest to
share.

21. YOUR NEWS HERE:
 New
certification
 Workshop
offering
 New menu
 You’ve moved
 You won an
award
 Speaking
engagements

22. 2. Understand that
what you’re
sharing is not for
everyone.

23. 3. Who can help
you communicate
it to your
audience?

24. EVALUATE YOUR TRADITIONAL PR SOURCES
 Print media
 Broadcast
media
 Radio
 Industry/Trade
s
 Speaking
engagements

25. 1. Mind your
manners.
2. Know your
audience.
3. Learn to write a
press release.
4. Learn to write a
pitch email.

26. A COMBO IS BEST…
Email
Social media
Blogs
Websites
Online news outlets
Organic SEO

28. CULTIVATE AN AUDIENCE THAT CARES
SO THAT WHEN YOU TALK…THEY LISTEN.

29. USE PLATFORMS THAT YOU CONTROL

30. Website

31. AND THOSE THAT YOU DON’T

32. COMBINE THEM FOR BIGGER IMPACT

33. HAVE FUN WITH IT

35. YOUR WALK AWAY POINTS
 Every business has something of interest to share.
 If you don’t share it, who will?
 Get to know your local media – don’t be afraid to venture into larger
playgrounds.
 Get VERY familiar with online media platforms – FB is more than a
place to discuss Downton Abbey.
 Use those platforms to build your brand via PR.
 Touch one, touch them all.