SlideShare a Scribd company logo
www.askaprgirl.com
First things
   first...

   www.askaprgirl.com
www.askaprgirl.com
The dictionary
says…
  “PR is the practice of creating, promoting, or
    maintaining goodwill and a favorable image
 among the public towards an institution, public
                                     body, etc.”



                www.askaprgirl.com
A publicist takes a story,
finds the interesting pieces
  and brings them to life.




 Pitches editors, reporters
 and producers their story.




Media produces the story.




 Consumers hear your
      message.

                               www.askaprgirl.com
How is pr different
from advertising?

       www.askaprgirl.com
www.askaprgirl.com   Image Credit
How can
   pr
help you?
  www.askaprgirl.com
   Build your image
   Raise awareness
   Educate
   Increase Understanding
   Build Credibility
   Influence opinion leaders
   Motivate your audience to take action



                www.askaprgirl.com
How do you
 do that?

  www.askaprgirl.com
Great question...


      www.askaprgirl.com
pr tactics
that you can use.

      www.askaprgirl.com
1. Stunts

“A publicity stunt is a planned event designed to
                drive media coverage and attract
         the public's attention and to the event's
                       organizers or their cause.”



                  www.askaprgirl.com
PR stunts have a reputation of being annoying
and in your face. Stunts have gotten a bad rep.
     The truth is, when done right, stunts can
 successful spread your message in an organic
               way. (and not an annoying one)


                www.askaprgirl.com
In other
words…

      www.askaprgirl.com
Not all pr stunts look
              like this.




                   Image credit.
This is catherine
         connors
We are best
 friends.

   www.askaprgirl.com
She wanted to raise money so her nephew who
is dying of Duchennes Muscular Dystrophy could
           live out what time he has left at home.




                   www.askaprgirl.com
She started telling Tanner’s story on her blog
      (you can read it here) and her community
stepped in. They helped form Tutus for Tanner
      and organized a 5k during BlogHer 2010.




                 www.askaprgirl.com
Hundreds of women put on tutus and ran through
       Central Park. You can read about it here.
She quickly raised the money that was needed
  and spread awareness of Duchennes Muscular
Dystrophy when she appeared on CNN wearing a
                                          tutu.




                  www.askaprgirl.com
Whether you are raising money for an amazing
cause or spreading the word about your new site
              using PR stunts can help you do it.




                  www.askaprgirl.com
2. Be the expert

The Media is always looking for experts to share
                         tips with their readers.




                   www.askaprgirl.com
This is Liz.
She helps moms
find cool stuff.
She is so good at it that the Today Show
continually asks her to come on and talk about
all of the cool stuff moms need to know about.
                                   Check her out.




                www.askaprgirl.com
Liz’s blog: http://www.mom-101.com/
Cool Mom Picks: http://coolmompicks.com/
          Talk to Liz on Twitter: @mom101




           www.askaprgirl.com
This is meredith
She really likes play.




                 www.askaprgirl.com
She knows so much about toys, games and play
  that she gets invited on tv to talk about them.




                  www.askaprgirl.com
Here she is on the Today Show.

                             Pretty rad, huh?
        www.askaprgirl.com
Meredith’s blog: http://www.themeredithsinclair.com/
        Talk to Meredith on Twitter: @ hoo_dee_hoo




                 www.askaprgirl.com
This is jessica.
She is a mom blogger in LA and is known for
     tackling tough parenting topics. She has
 appeared everywhere from Dr. Phil to CNN
                              doing just that.




               www.askaprgirl.com
Here she is commenting on whether or not little
  girls should play with the “Breast Milk Baby”
                                           doll.




                 www.askaprgirl.com
Jessica’s blog: http://jessicagottlieb.com/
Talk to Jessica on Twitter: @JessicaGottlieb




        www.askaprgirl.com
3. Create
something viral



       www.askaprgirl.com
This is jenna
anne.   www.askaprgirl.com
She is a twenty
year old tumblr
celebrity.
She created a video called “What You Need to
Know about Tumblr.” It went viral. Now she has
                over 40,000 Tumblr followers.




                 www.askaprgirl.com
This is hannah
hart.
She made a cooking show while she was drunk
to cheer up a friend. That cooking show now has
      over a million views and Hannah has a new
                                         career.



                   www.askaprgirl.com
4. Share a story
with a reporter



        www.askaprgirl.com
This is me. {hi!}
I wrote a post asking women to write letters to
  their twenty-something selves. I convinced a
    few of my blogger friends to write the first
   letters and then I emailed reporters and told
                        them what I was doing.

                  www.askaprgirl.com
They wrote
about it.
My traffic more than quadrupled.
      And I landed a book agent.
5. Guest posts

You can read more about how you can leverage
                          guest posting here.




                 www.askaprgirl.com
How-to: create a
pr strategy
for you.

       www.askaprgirl.com
1. Set a n
objective
   What are you hoping to achieve?
                       Attract more readers?
Show you are an expert so you can land a book
deal?
                  Promote and sell a product?

       Land more speaking engagements?
                    www.askaprgirl.com
2. Find your
audience
   Who are you trying to reach?

      How can you reach them?

 How can you reach them in a way that supports
 your objective?


                 www.askaprgirl.com
3. define your
message
    What ARE key messages?
  Clear, concise, memorable thoughts that align
  with your business objectives.

The thoughts you most want your audience to
remember above all else.

                   www.askaprgirl.com
                                        What is your story?
4. Find media
   Create a list of media outlets your audience
   reads/watches/listen to.

 Find editors that already write about the topic
 you are interested in talking about.
Find their contact info.



                   www.askaprgirl.com
5. Pitch, Pitch, Pitch
  Email them your idea. Keep it short and sweet.
        What kind of stories can you pitch?
Share tips from your expertise. (like Liz)
        Comment on a hot topic. (like Jessica)
 Tell them about interesting things you’re doing
 (like me)

                     www.askaprgirl.com
You’ve never
written a pitch
before?

        www.askaprgirl.com
Don’t worry I
made you
examples.

        www.askaprgirl.com
Pitching yourself as an expert?

  Take this and make it your own:

                                                     Hi (editor’s name),

  I am (your name) from (your website) where I share tips and stories
                                         on (topic you write about).

 I wanted to reach out in case you were working on any stories about
   (topic you write about or hot topic you want to comment on). If you
      are ever looking for an expert in this area feel free to reach out.

                                                                Thanks,

                                                            (your name)

                             www.askaprgirl.com
Pitching a story?
 Take this and make it your own:

                                                    Hi (editor’s name),

    I just launched (insert your event or project) and wanted to reach
  out and see if you might be interested in sharing it on (insert media
                                                                outlet).

                    (insert two lines summarizing what you are doing)

                         Here is a link with more details: (insert link)

                              Let me know if you have any questions.

                                                               Thanks,
                            www.askaprgirl.com
                                                           (your name)
Questions?

       www.askaprgirl.com
About Cassie
                          Cassie Boorn is a writer, social
                       media specialist, entrepreneur and
                              PR girl who has built digital
                               programs for Fortune 500
                        companies, entrepreneurs, small
                               businesses and bloggers.

                   Read Me: http://askaprgirl.com/
                   Talk to Me: @CassieBoorn




       www.askaprgirl.com

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PR for bloggers 2

  • 2. First things first... www.askaprgirl.com
  • 4. The dictionary says… “PR is the practice of creating, promoting, or maintaining goodwill and a favorable image among the public towards an institution, public body, etc.” www.askaprgirl.com
  • 5. A publicist takes a story, finds the interesting pieces and brings them to life. Pitches editors, reporters and producers their story. Media produces the story. Consumers hear your message. www.askaprgirl.com
  • 6. How is pr different from advertising? www.askaprgirl.com
  • 7. www.askaprgirl.com Image Credit
  • 8. How can pr help you? www.askaprgirl.com
  • 9. Build your image  Raise awareness  Educate  Increase Understanding  Build Credibility  Influence opinion leaders  Motivate your audience to take action www.askaprgirl.com
  • 10. How do you do that? www.askaprgirl.com
  • 11. Great question... www.askaprgirl.com
  • 12. pr tactics that you can use. www.askaprgirl.com
  • 13. 1. Stunts “A publicity stunt is a planned event designed to drive media coverage and attract the public's attention and to the event's organizers or their cause.” www.askaprgirl.com
  • 14. PR stunts have a reputation of being annoying and in your face. Stunts have gotten a bad rep. The truth is, when done right, stunts can successful spread your message in an organic way. (and not an annoying one) www.askaprgirl.com
  • 15. In other words… www.askaprgirl.com
  • 16. Not all pr stunts look like this. Image credit.
  • 17. This is catherine connors
  • 18. We are best friends. www.askaprgirl.com
  • 19. She wanted to raise money so her nephew who is dying of Duchennes Muscular Dystrophy could live out what time he has left at home. www.askaprgirl.com
  • 20. She started telling Tanner’s story on her blog (you can read it here) and her community stepped in. They helped form Tutus for Tanner and organized a 5k during BlogHer 2010. www.askaprgirl.com
  • 21. Hundreds of women put on tutus and ran through Central Park. You can read about it here.
  • 22. She quickly raised the money that was needed and spread awareness of Duchennes Muscular Dystrophy when she appeared on CNN wearing a tutu. www.askaprgirl.com
  • 23. Whether you are raising money for an amazing cause or spreading the word about your new site using PR stunts can help you do it. www.askaprgirl.com
  • 24. 2. Be the expert The Media is always looking for experts to share tips with their readers. www.askaprgirl.com
  • 26. She helps moms find cool stuff.
  • 27. She is so good at it that the Today Show continually asks her to come on and talk about all of the cool stuff moms need to know about. Check her out. www.askaprgirl.com
  • 28. Liz’s blog: http://www.mom-101.com/ Cool Mom Picks: http://coolmompicks.com/ Talk to Liz on Twitter: @mom101 www.askaprgirl.com
  • 30. She really likes play. www.askaprgirl.com
  • 31. She knows so much about toys, games and play that she gets invited on tv to talk about them. www.askaprgirl.com
  • 32. Here she is on the Today Show. Pretty rad, huh? www.askaprgirl.com
  • 33. Meredith’s blog: http://www.themeredithsinclair.com/ Talk to Meredith on Twitter: @ hoo_dee_hoo www.askaprgirl.com
  • 35. She is a mom blogger in LA and is known for tackling tough parenting topics. She has appeared everywhere from Dr. Phil to CNN doing just that. www.askaprgirl.com
  • 36. Here she is commenting on whether or not little girls should play with the “Breast Milk Baby” doll. www.askaprgirl.com
  • 37. Jessica’s blog: http://jessicagottlieb.com/ Talk to Jessica on Twitter: @JessicaGottlieb www.askaprgirl.com
  • 38. 3. Create something viral www.askaprgirl.com
  • 39. This is jenna anne. www.askaprgirl.com
  • 40. She is a twenty year old tumblr celebrity.
  • 41. She created a video called “What You Need to Know about Tumblr.” It went viral. Now she has over 40,000 Tumblr followers. www.askaprgirl.com
  • 43. She made a cooking show while she was drunk to cheer up a friend. That cooking show now has over a million views and Hannah has a new career. www.askaprgirl.com
  • 44. 4. Share a story with a reporter www.askaprgirl.com
  • 45. This is me. {hi!}
  • 46. I wrote a post asking women to write letters to their twenty-something selves. I convinced a few of my blogger friends to write the first letters and then I emailed reporters and told them what I was doing. www.askaprgirl.com
  • 47. They wrote about it. My traffic more than quadrupled. And I landed a book agent.
  • 48. 5. Guest posts You can read more about how you can leverage guest posting here. www.askaprgirl.com
  • 49. How-to: create a pr strategy for you. www.askaprgirl.com
  • 50. 1. Set a n objective What are you hoping to achieve? Attract more readers? Show you are an expert so you can land a book deal? Promote and sell a product? Land more speaking engagements? www.askaprgirl.com
  • 51. 2. Find your audience Who are you trying to reach? How can you reach them? How can you reach them in a way that supports your objective? www.askaprgirl.com
  • 52. 3. define your message What ARE key messages? Clear, concise, memorable thoughts that align with your business objectives. The thoughts you most want your audience to remember above all else. www.askaprgirl.com What is your story?
  • 53. 4. Find media Create a list of media outlets your audience reads/watches/listen to. Find editors that already write about the topic you are interested in talking about. Find their contact info. www.askaprgirl.com
  • 54. 5. Pitch, Pitch, Pitch Email them your idea. Keep it short and sweet. What kind of stories can you pitch? Share tips from your expertise. (like Liz) Comment on a hot topic. (like Jessica) Tell them about interesting things you’re doing (like me) www.askaprgirl.com
  • 55. You’ve never written a pitch before? www.askaprgirl.com
  • 56. Don’t worry I made you examples. www.askaprgirl.com
  • 57. Pitching yourself as an expert? Take this and make it your own: Hi (editor’s name), I am (your name) from (your website) where I share tips and stories on (topic you write about). I wanted to reach out in case you were working on any stories about (topic you write about or hot topic you want to comment on). If you are ever looking for an expert in this area feel free to reach out. Thanks, (your name) www.askaprgirl.com
  • 58. Pitching a story? Take this and make it your own: Hi (editor’s name), I just launched (insert your event or project) and wanted to reach out and see if you might be interested in sharing it on (insert media outlet). (insert two lines summarizing what you are doing) Here is a link with more details: (insert link) Let me know if you have any questions. Thanks, www.askaprgirl.com (your name)
  • 59. Questions? www.askaprgirl.com
  • 60. About Cassie Cassie Boorn is a writer, social media specialist, entrepreneur and PR girl who has built digital programs for Fortune 500 companies, entrepreneurs, small businesses and bloggers. Read Me: http://askaprgirl.com/ Talk to Me: @CassieBoorn www.askaprgirl.com