The document outlines strategies for effective public relations (PR) to attract more customers, with insights from Terri J. Shapiro, Director of Brand and Media Relations at Deluxe. Key topics include the importance of understanding media gatekeepers, crafting concise messaging for interviews, and utilizing various platforms for publicity. The content emphasizes preparation and proactive communication when engaging with the media.

1. GET MORE CUSTOMERS VIA PR follow hashtag #deluxehero

2. Exec Director, Brand and Media Relations, Deluxe Terri J Shapiro Your Speaker Today

3. A PR Win for Deluxe!

4. What PR Can Do For Your Business The “Big Secrets” for Effective PR Managing Your Media Interview Merchandising Your Publicity Today’s Topics:

5. What Is PR?

6. VISIBILITY What Is PR?

7. Do You Need PR?

8. Are Trade Publications Influential in Your Industry? Do You Need PR?

9. Does your industry get written about in the general media? Do You Need PR?

10. Purchase Process: Do your customers act on impulse or do they study and consider the decision to purchase over time? Do You Need PR?

11. Is there a danger factor in your industry? Do You Need PR?

12. You Have Two “Customers” in PR Secret #1 Reporters, editors, bloggers who influence decisions to buy in editorial postings The people who can buy from you

13. The Media as “Customer” Media = Gatekeeper Get to know the interests of the gatekeepers

14. Researching the Media

15. Editorial Calendar

16. You Got The Media Interested! Now What? Managing Your Interview

17. Communicate in sound bytes – tight, short, clear Plan for 3 – 5 sound bytes Speak in visuals Tell Them VERY LITTLE! Secret #2

18. Charlie’s Cupcakes Talking Points 1 st bakery to offer complete customization Only way everyone can be happy New party program in demand

19. How can you help the reporter experience your brand? Opportunities to Experience

20. Never, Ever Talk to the Media When You Weren’t Expecting Them to Call . . . Secret #3 I can’t talk to you right now. But I’d be happy to get back to you soon.

21. Prepare. Prepare. Prepare. Do: Research and Rehearse Do: CALL THEM BACK! Don’t: “No Comment” or “Off the Record” Secret #3

22. Merchandising Your PR E-mail Twitter Facebook Mailing Blog

23. Thank You! QUESTIONS?