The document outlines the key aspects of public relations, emphasizing the importance of storytelling, audience identification, and strategic communication through various media tools. It highlights the significance of digital PR, social media's role in reputation management, and the necessity of engaging with journalists effectively. Additionally, it discusses crisis communications and the need for timely responses in the digital age while maintaining professionalism.

1. What is
Public Relations?
Moses Gomes, Digital Marketing Consultant

2. Key Take-aways
• The Message - every company has
a story
• Define your story
• Identify your audiences
• Communicate your story
• Understand the media tools

5. Communicating strengths
• Products and services
• Benefits and solutions
• Key message
• Tailor message to
audiences

6. Defining
your
message
How is your company perceived by employees,
peers, competitors, customers, prospects?
How do you want to be perceived by the public?

7. Key Messages
• What sets you apart?
• What makes you a credible source?
• Why would a reporter want to
interview you?
• Why would a viewer, listener or
reader want to know what you have
to say?

10. Media interactions
Press releases
Lobbying
Website
News and speeches
Events
Internal communication
Annual reports
Sponsorships
Stakeholder communications

11. DIFFERENT TYPES OF MEDIA

12. ANATOMY OF A STORY PITCH
Is this a current
story idea?
Is the reporter interested
in the story idea?
Are the readers, listeners
or viewers interested in
the story idea?
Use past media
coverage to advantage
Always follow up

14. Digital
PR Tools

15. ANATOMY OF A PRESS RELEASE

16. INVERTED PYRAMID NEWS WRITING STYLE
Who…What…When…Where…Why
Important Information
Other Details
Lesser
Details

17. UNDERSTANDING CRISIS COMMUNICATIONS

18. LEVERAGE PR USING DIGITAL MARKETING

19. Social media does not replace
traditional media…. traditional
media is still very important,
when paired with social media,
it’s even more powerful

20. SOCIAL SHARING WITH PRESS
RELEASE
• Incorporate social sharing buttons in press releases as
journalists rely a lot on this feature
• This feature also helps to build credibility as journalists
have a wide following of readers on social networks
• Sharing a press release is less intruding, while email
becomes spam
• Don’t use jargons in press release, as journalists want to
know the story, not what you are

21. BUILD CAMPIAGN AROUND
CASE STUDIES
• Case study helps to build story for engagement with
journalists to explain about products / services
• It’s easier to explain in the form of case studies, while only
product is boring
• Better strategy would be to identify key facts from client’s
success story and highlight those
• Creation of visual case study has better impact than textual
Results
Solution
Problem

22. JOUTNALIST ACCESS AND
INSIGHTS
• Social media makes it easier to find more information
about journalists, helps to build relationships
• Social Media has given rise to citizen journalism, so don’t
overlook bloggers
• Media is often searching for sources and Twitter is the first
place they turn to tweet out the request to their audience
• Document interviews, with fun photographs to share online
on social media

23. SHARING IS CARING
• Providing information to journalists and fans builds
engagement
• Provide information to your customers and fans
• Work collaboratively to build engaging communication

24. MANAGING REPUTATION
• Now reputation management is about reaching out to fans
and clients through social media, rather than depending on
journalists
• The term press release is no longer valid, since we must
target customers directly, so write a story.
• When creating a news release for print, catchy headline
works to attract attention, but when writing for an online
audience must include the keywords and search terms that
you want to be found for

25. MANAGING CRISIS
• With social media, crisis has multiplier / viral effect
• One social media day = 8 hours, so response time for crisis
has been reduced
• It is much easier to respond to crisis with social media, as
offline media takes time to respond
• To avoid such situation, engage regularly rather than when
NEEDED.

26. SOLVE PROBLEMS OFFLINE
• Even though social media gives the option to engage online,
any negativity should be taken offline as high chances of
hitting viral
• Maintain professional standards when engaging online.
• Provide clear instructions which are helpful, don’t confuse.
If you don’t know then assign person having technical
knowledge