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PR101 A Guide to Public Relations
PR 101 by Martin Dyan is a comprehensive guide to public relations, covering the definition, objectives, and messaging strategies. It emphasizes the importance of understanding the audience, building media lists, and creating impactful narratives. The document also includes practical tips for media engagement, interview preparation, and metrics for success.
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Introductory overview of PR and presenter Martin Dyan's background with nearly a decade in media and public relations.
Topics covered include definitions, objectives, audience considerations, messaging, media engagement, and metrics.
Definition of PR as communication between organizations and the public, emphasizing reputation and awareness.
Emphasis on defining clear objectives for PR, including driving website traffic and social change, alongside identifying target audiences.
Importance of building a media list to connect with influencers and the need for strong messaging in PR.
Key elements of effective messaging, including clarity, narrative relevance, and connecting with the audience.
Identifying suitable journalists, creating compelling stories, and leveraging visuals to enhance media presence.
Components of a strong media package including headlines, company descriptions, quotes, and handling press releases.
Strategies for pitching, including personal approaches and avoiding common pitfalls such as excessive jargon.
Tips for preparing for media interviews by focusing on key messages and maintaining professionalism.
Understanding PR metrics, objectives, traffic, and three key tips to enhance PR efforts and maintain momentum.
Closing remarks and encouragement to connect with Martin Dyan on LinkedIn for further engagement.
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PR101 A Guide to Public Relations
- 1. PR 101 –A Guide to Public Relations Martin Dyan (Online Version)
- 2. A little about me… PR101 – A guide to PR: Martin Dyan • Almost a decade in PR • Media specialist • Supporting agencies and businesses PR EXPERTISE
- 4. What we’ll cover… 1)What is PR 2) When you need PR 3) Your objectives and your audience 4) Messaging 5) Building a media list 7) What makes a strong story 8) Media interviews 9) Metrics 10) Three key principles PR 101 – A guide to PR: Martin Dyan
- 5. WHAT IS PR? PublicRelations (PR) is the way organisations, companies and individuals communicate with the public and media. It can also be known as building PERSONAL RELATIONSHIPS • Proactive campaigning • Reactive ‘issues management’ PR 101 – A guide to PR: Martin Dyan
- 6. PR 101 –A guide to PR: Martin Dyan
- 7. WHY DO WENEED PR? DOES SIZE MATTER? Reputation matters. It’s what counts. “KNOWING COMMUNICATIONS IN TODAY’S ENVIRONMENT TO ME IS EQUAL TO IF NOT SCARILY MORE IMPORTANT THAN UNDERSTANDING FINANCES” GARY VAYNERCHUK PR 101 – A guide to PR: Martin Dyan
- 8. BE CLEAR ABOUTYOUR OBJECTIVES What are you trying to do? - Drive traffic to your website or app? - Raise funds, attract investment? - Hire the best of the best? - Make social change - Change the world? Whatever you do… PR 101 – A guide to PR: Martin Dyan
- 9. MAKE A POINT PR101 – A guide to PR: Martin Dyan
- 10. THINK ABOUT YOUR AUDIENCE/STAKEHOLDERS… •Employees? • Customers? • People you’re hiring? • Government/Lobbying? PR 101 – A guide to PR: Martin Dyan
- 11. BUILDING A LISTOF INFLUENCERS • Follow everyone relevant on twitter • Go onto forums, who’s talking about what? READ AND LISTEN AND WATCH PR 101 – A guide to PR: Martin Dyan
- 12. MESSAGING PR 101 –A guide to PR: Martin Dyan
- 13. Remember this slide? PR 101– A guide to PR: Martin Dyan • Almost a decade in PR • Media specialist • Supporting agencies and businesses PR EXPERTISE TOPLINE MESSAGE KEY MESSAGE 1 KEY MESSAGE 2 KEY MESSAGE 3
- 14. MAKE YOUR MESSAGINGCLEAR Before you go to media make sure to have a clear narrative along with key messages, you must: • Succinctly outline your business • Grabs people’s attention • Be easily understood (avoid the jargon) PR 101 – A guide to PR: Martin Dyan Tip: Think about pulling together an ‘elevator pitch’ which perfectly sums up who you are in 10 seconds or less.
- 15. …AND WHAT MAKESA DIFFERENCE TO THEM IN YOUR NARRATIVE YOUR BUSINESS: • What problem does it solve? • How is it different? • Are there high profile investors or partners? • Is it topical to the current news or a global rend? • What will be the impact on your sector? • What’s your opinion? YOU: • Where your idea came from • How you’ve overcome difficulties • Were you inspired by a local teacher or businessperson? • What would your business success mean for local people? PR 101 – A guide to PR: Martin Dyan
- 16. FIND THE RIGHT JOURNALISTS •Find someone who has covered a similar story before • Take a personal approach • Don’t forget the power of social media influencers in reaching your audience PR 101 – A guide to PR: Martin Dyan
- 17. A MEDIA LISTLOOKS LIKE… Publication Name Telephone Email Twitter Notes Campaign xxx xx xx xx xx Wired xxx xx xx xxx xx V3 xxx xxx xx xx xx PR 101 – A guide to PR: Martin Dyan
- 18. PR 101 –A guide to PR: Martin Dyan
- 19. JOURNALISTS AND STORIES PR101 – A guide to PR: Martin Dyan
- 20. WHAT MAKES ‘NEWS’ •Launching a new product • Looking for funding PR 101 – A guide to PR: Martin Dyan • Being shortlisted for an award • Endorsed by a celebrity What do journalists say…
- 21. FILM & PHOTOGRAPHY • Good visualscan help push your story over the line • Get professional pictures of you with something that represents your business (product or service). If you’d rather not pay for it, then get a friend with a good quality camera to take some shots. Or even try the local college or university and offer yourself as a project/case study for a student • If you’re making video content, make it engaging! It can have a comedy element to it, it can be professional, it needs to be emotive PR 101 – A guide to PR: Martin Dyan
- 23. A STRONG MEDIAPACKAGE • You need a good headline with your key messages following • What other supporting info is needed? • Do you have visuals in the release or to offer? • Is there an embargo? • Are you offering an exclusive? PR 101 – A guide to PR: Martin Dyan
- 24. A press releaseformat looks like…. 1. Headline 2. Description of new product or service and date it’s due out 3. A bit about the company 4. Quote 5. Boilerplate PR 101 – A guide to PR: Martin Dyan
- 25. Always pitch: • Onthe phone first • Then by e-mail PR 101 – A guide to PR: Martin Dyan What else can you do? • Pitch using a gif • Pitch via twitter
- 26. Journalists love meetingfounders so... • What can you get across that shows you’re an expert and passionate about what you do? • Are there any trends they should know about? • Think about a journalists’ target audience, what are their readers thinking about (Daily Express demographic is different to V3s!) PR 101 – A guide to PR: Martin Dyan
- 27. DON’T PR 101 –A guide to PR: Martin Dyan • USE TOO MUCH JARGON (unless it’s a specific tech publication) • USE AWFUL IMAGES • THINK YOU’RE THE BEST THING SINCE SLICED BREAD WITHOUT BACKING IT UP (Confidence is one thing but you’ll have to back-up the figures) • BE PATRONISING OR SNARKY TOWARDS A JOURNALIST (don’t burn bridges!) – even if they’re snarky to you and yes, they can be.
- 28. PR 101 –A guide to PR: Martin Dyan
- 29. PREP FOR INTERVIEWS •Think about the three key things you want to get across • When you meet, enjoy it and be personable • Take your time to think about an answer • If you don’t know the answer, say you will find out and get back to them. It’s ok to do this, don’t make it up! • Don’t be pushed in to giving information you don’t want to be out there • Remember that if you’re discussing a story with a journalist there’s no such thing as ‘off the record’ PR 101 – A guide to PR: Martin Dyan
- 30. Try not tobe like this guy… PR 101 – A guide to PR: Martin Dyan
- 31. And make sure youknow your presenter and the angle they’re coming from… PR 101 – A guide to PR: Martin Dyan
- 32. Bylines/op-eds PR 101 –A guide to PR: Martin Dyan
- 33. PR 101 –A guide to PR: Martin Dyan
- 34. PR 101 –A guide to PR: Martin Dyan METRICS
- 35. PR 101 –A guide to PR: Martin Dyan METRICS
- 36. PR 101 –A guide to PR: Martin Dyan OBJECTIVES MESSAGES TRAFFIC METRICS
- 37. PR 101 –A guide to PR: Martin Dyan MY THREE KEY PR TIPS 1. CREATE YOUR FOUNDATION 2. MAKE THE PITCH RIGHT FOR THE AUDIENCE AND PUBLICATION 3. MAINTAIN THE MOMENTUM
- 38. PR 101 –A Guide to Public Relations Martin Dyan Thank you (find me on LinkedIn)