This document outlines strategies for an effective public relations program, including utilizing various marketing mix tactics like advertising, promotion, and direct marketing. It discusses developing relationships with the media and clients through regular press releases, social media engagement, thought leadership, and case studies. The document emphasizes that public relations is about building reputation through credible, in-depth information and two-way communication, rather than just "please read" advertisements, and notes it is important to measure the outputs, outcomes and objectives of any public relations efforts.

1. Vendor Education Program

2. The Marketing Mix
 Advertising
 Promotion
 PR
 Client Relations
 Direct Marketing
 Events Marketing
 Market Research

3. The PR Arsenal
 Press Releases
 Client & Media Relations
 Social Media
 Education/Thought Leadership
 Case Studies (credible testimonials)

4. Defining PR
 PR is like trying to carry steam in a wicker basket
on a windy day
 PR is more than press release or “please read”
 Advertising is what you pay for; PR is what you
pray for
 Process that helps build/manage reputation of a
company, its people, its products:
◦ Depth of information (stuff vs. fluff)
◦ Relationships/two-way communication
◦ Third-party credibility
◦ Reputations/integrity

5. PR vs. Ads
High
ADVERTISING
Control
PR
Low High
Credibility

6. Press Releases
 Be focused
 Be strategic
 Be consistent
 Be realistic
 Be targeted
 Be methodical

7. (Social) Client & Media Relations
 What is it?
◦ Establishing relationships with X based on
mutual trust and understanding
 How should it be done?
◦ Proactive
 Passive media relations may be as bad as
none
 Don’t wait for a crisis
 How should it be done?
◦ Accessible

8. Education …Thought Leadership
 Educate yourself first …
 Educate via useful, practical subject matter
expertise
 Thought leaders often ARE the conversation
 Never stop learning and listening

9. Case Studies/ Testimonials
 What? Why? How?
 Not as tactical as you might think
 Vital to backing up claims and spin
 Key tool for IT as part of purchasing decision
 Extend the conversation after the ink is dry

10. Measuring PR
 Outputs
 Outcomes
 Objectives Met

11. Vendor Education Program