Public relations (PR) involves planned communication to inform various audiences about an organization. PR is important for increasing visibility, credibility, and finding information online. Effective PR requires defining target audiences, developing a strategy that meets their needs, and going beyond press releases to other opportunities. Key elements of successful PR include identifying newsworthy stories, crafting releases with graphics and contacts, building media relationships through service and accessibility, and measuring success through various metrics. Overall, PR is about engaging in dialogue to shape perceptions.

1. PR in Today’s Marketplace A presentation made by Wendy Ward of Constructive Communication, Inc.Oct. 22, 2009

2. PR - What is it?Public relations is the formal way in which organizations communicate with their publics. It is planned or managed communication.

3. Why do you need PR?Because you are tired of seeing other companies and their projects highlighted in the press, yet little to no press about you. Because it improves SEO and how people find information about your company these days. Because you are experts.

4. Why do you need PR?3rd party credibility provides the credibility you need

5. PR is the only medium to get you a step removed from you saying you are greatChanging World Consumers and journalists are increasingly going online to find news and information about products and services.

6. 89% of Internet users worldwide used search engines to find information

7. 76% look up news online “Digital World, Digital Life,” December 2008

8. Defining your audience Since PR goes beyond press releases, you must examine all whom have a stake in your organization Biggest mistake most make – write a release, mail it to local paper and wait for it to be printedTIPYou wouldn’t expect to earn a contract that way. Rather, you would research the right contact, figure out how to get in front of them, learn what makes them tick, send them information that caters to their needs, and then follow-up.

9. Strategy is key PR requires strategy like any other marketing tool

10. Create buyer personas of target audience to better understand where to focus efforts

11. Stop thinking campaigns, start thinking strategy

12. Solution needs to meet audience needs

13. Be accessible! Is it news?Identifying news Is it current, informative, or urgent?

14. Who would it be interesting or informative to?

15. Have you done more of something than anyone else?

16. Interesting details can turn trivia into a great story Is it news?Is it pertinent to the readership? Does the publication audience care?

17. Will it catch the attention of an editor? Why? Is it news?Can you tie it to a bigger issue or trend? How does it relate to something bigger?

18. Can we establish you as a trendsetter?