A media relations primer for anyone who wants to know how to communicate with news media about their cause, company, products and services Momentum Public Relations principal and co-founder Laura Bond Williams shared her experience as publicist, communications strategist and dancer in this presentation about the journalistic roots of every PR program that have six main positions: who, what, where, when, why and how? Like a dancer must move through five basic positions before she can innovate, press kit materials must communicate in a journalistic style in order to tell a story and earn a place in the news.

1. Welcome to
RIS E WE E K 2011
PR Tools: What’s in Your Press Kit?
Hosted by
Laura Bond Williams
Principal and Co-Founder
Momentum Public Relations

2. Why PR is a different
song & dance
Tuesday, March 8, 2011
Presented by Laura Bond Williams, Principal & Co-Founder
@laurabwilliams, @momentumpr, #riseaustin #PRsongdance
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3. Special thanks
www.mcginnislaw.com
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4. Today’s Agenda
• Introductions
• All the World’s a Stage
• Different Song & Dance: PR vs. Sales &
Marketing Communication
• Performing for Media: Your Press Kit
• Workshop: Small Group Sessions
• Conclusion and “All That Jazz”
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5. Introductions
• Your name and your company
• In one sentence or one question, please tell
us what you want to learn today.
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6. “All the world’s a stage,
And all the men and
women merely
players…” (As You Like It)
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7. 7

8. All the World’s a Stage
(And there’s a sixth position, too.)
Photo: ballet-pointe.com
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9. All the World’s a Stage
A Different Song &
.
Source: YouTube
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10. PR: A Different Song & Dance
Marketing
Research, Product Development, Product
Marketing, Pricing, Channel Development
Advertising
Branding, Sales
Public Relations
Media Relations, Employee Communications,
Investor Relations, Crisis Communications,
Industry Relationships, Thought Leadership
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11. PR: A Different Song & Dance
What Can PR Do for You and Your Business?
• Increase your visibility
• Gain additional credibility
• Differentiate you from your competition
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12. PR: Different Song & Dance
• Media Relations: Media relations is a function
of public relations where a specific message is
shared with editors, reporters, editors and
bloggers, in an effort to earn media coverage
in a publication, on television or online. When
people or companies want “publicity,” they
use media relations strategies. (Momentum Public
Relations)
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13. PR: A Different Song & Dance
Photo: http://cefn.com/blog/koplow.html
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14. PR: A Different Song & Dance
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15. Performing for Media
WHO
– created the company, product or service?
– needs to know about it?
– makes it?
– uses it? loves it?
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16. Performing for Media
WHAT
– is it?
– makes it different?
– happens when it’s used?
– does it look like?
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17. Performing for Media
WHERE WHEN
– Is it made? – is it happening?
– Is it sold? – is it going to change?
– Is it being used? – will I find out more?
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18. Performing for Media
WHY HOW
– is it happening? – Will you tell me
– is it changing? about it?
– do I care?
– now?
– there?
– you?
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19. Performing for Media
PR Tools: What’s in Your Press Kit?
• Bios
• Fact Sheets (Industry, Product, Trend, Research)
• News Releases and Media Advisories
• Photos, Videos
• Pitches, Story Ideas, Resources
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20. Performing for Media
PR Tools: Bio
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21. Performing for Media
PR Tools: Bio
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22. Performing for Media
PR Tools: Bio
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23. PR Tools: Fact Sheets
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24. PR Tools: News Release or Advisory
• For media
• For SEO
• For bloggers and potential customers
• Read, read, read
• Create multiple versions
• Know what you want
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25. PR Tools: News Release or Advisory
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26. PR Tools: News Release or Advisory
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27. Group Exercise
• Take inventory of current marketing material.
• Is it informed by your key messages?
• Is it easy to find facts about your company,
product, service, leaders?
• Is it written in a journalistic style?
• If no, how can information be revised for use
with media?
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28. Conclusions and All That Jazz
• What is one PR activity that you’d like to
complete in the next 30- 90 days?
Thank you for time today.
Laura Bond Williams
laura@momentum-pr.com
@laurabwilliams, @momentumpr
512.497.8035
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29. RIS E S pecialty Members hip Groups
In addition to our global online memberships, RISE supports specialty membership
groups by coordinating meetings & speaker events, creating opportunities for
members to connect and share ideas throughout the year. These help entrepreneurs
capitalize on opportunities and combat those common feelings of isolation that
accompany life at the top!
The four RISE Specialty Groups that are currently active in Austin include:
RISE: Women
RISE: Social Entrepreneurs
RISE: L/G Entrepreneurs
RISE: Multi-Cultural Entrepreneurs
For more information on membership and the specialty groups, please contact Chrissie Novak at
chrissie@riseglobal.org or at 512-807-1452.

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