Yulu Communications Media Relations Presentation

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Yulu Communications provides public relations services with a focus on lifestyle, hospitality, and real estate clients. This presentation discusses various PR tactics including pitching media outlets, conducting media familiarization (FAM) trips, managing public and community relations, giving media tours, and using social media. PR stunts are also examined as a tactic, using examples like an Air Force One replica plane and a pop-up restaurant. The presentation emphasizes the importance of timing, significance, and tailoring pitches for different media channels. It also offers advice for PR graduates such as interning at an agency.

Education Technology Business

Yulu Communications
Media Relations 101

By Melissa Orozco
Join the conversation on Twitter at @YuluPR

Agenda
• Media Relations Tactics
• PR STUNTS! Are they effective?
• Media FAM trips
• Public/Community Relations
• Media Tours / Campaign Tours
• Social media and PR
(contests/blogger relations)

Join the conversation on Twitter at @YuluPR

Meet Yulu

Our name “Yulu” translates to “words to a
journey.” We work with our clients to find the
right words to share their story with the
world.

Yulu is a small group of professional
storytellers that specialize in lifestyle,
hospitality and real estate PR.

Join the conversation on Twitter at @YuluPR

Media Relations
Pitching techniques and some truths about
the media:
• When pitching, timing is key
• Create significance for your pitch
• How to pitch TV, print, radio and online
• Reporters are people too
• Reporters/assign desks can smell fear
• The media knows when they’re being pitched,
so try to keep it real

Join the conversation on Twitter at @YuluPR

Media Relations
Pitching technique tip No. 1

Make sure your pitch is timely in some way.

Hijack current events and plug
your clients for the story
“Issues hijacking”

Join the conversation on Twitter at @YuluPR

Issues Hijacking

Join the conversation on Twitter at @YuluPR

Media Relations
Pitching technique tip No. 2

Make sure your pitch is significant in some
way.

Position your client’s product or
service as the “most, best, first,
last, highest, lowest, shortest,
oldest or longest” at something.
Join the conversation on Twitter at @YuluPR

Best Job in the World

Join the conversation on Twitter at @YuluPR

Pitching Media
Pitching technique tip No. 3

Make sure your pitch is tailored for the
correct media channel (print, broadcast,
online, etc.)

Pitch visuals for TV; interview subjects
or sound clips for Radio;
quotes/interviews and photos for print.

Join the conversation on Twitter at @YuluPR

Know the Media

Some truths about the media:

• Reporters are people too
• Assignment editors can smell fear
(they won’t be confident in your story if you’re not)

• The media knows when they’re being
pitched, so try to keep it real

Join the conversation on Twitter at @YuluPR

PR Stunts!

PR STUNTS: Are they effective?

• Echo – Air Force One
• Coast Capital Savings – You’re the Boss
• New York City pop-up Restaurant

Join the conversation on Twitter at @YuluPR

Echo – Air Force One

Join the conversation on Twitter at @YuluPR

Coast Capital Savings
“You’re the Boss”

Join the conversation on Twitter at @YuluPR

New York pop-up Restaurant

Join the conversation on Twitter at @YuluPR

Media FAM trips
What is a FAM Trip?

• Show media your product/destination in
detail – have them experience it
• Connect with local tourism group
• Show them a good time and they will
write about it
• Great way to build on your “media
relations”

Join the conversation on Twitter at @YuluPR

Media FAM trips

Join the conversation on Twitter at @YuluPR

Public/Community Relations

Join the conversation on Twitter at @YuluPR

Media Campaign Tours
Prep for a media tour:

• Make sure your client is a good public
speaker
• Capitalize on travel opportunities
• Make sure your follows the schedule
(pay attention to time zones!)

• Prep your client thoroughly for each
meeting

Join the conversation on Twitter at @YuluPR

Media Campaign Tours
Make sure they’re a good public speaker

Join the conversation on Twitter at @YuluPR

Media Campaign Tours

Join the conversation on Twitter at @YuluPR

Social Media
Social Media and PR:

• Blogger relations
• Replying to bad social media comments
• Creating communities
• Customer service platform
• Unforeseen opportunities present
themselves

Join the conversation on Twitter at @YuluPR

Advice for a new PR grad
• Intern at an agency if possible
- Agencies are like PR boot camp – you will
learn a lot!)
- Agencies will allow you to see the many
industries that you can consider if you decide
to go in-house somewhere later

• The smaller the agency or company
you start with, the more hands-on
experience you will gain

Keep in touch!

Website: www.YuluPR.com
Twitter: @YuluPR
Facebook.com/YuluCreative
604-558-1656
Melissa@yulupr.com / @604PR
Ashley@yulupr.com / @AshLetts

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Yulu Communications Media Relations Presentation

1. Yulu Communications Media Relations 101 By Melissa Orozco Join the conversation on Twitter at @YuluPR

2. Agenda • Media Relations Tactics • PR STUNTS! Are they effective? • Media FAM trips • Public/Community Relations • Media Tours / Campaign Tours • Social media and PR (contests/blogger relations) Join the conversation on Twitter at @YuluPR

3. Meet Yulu Our name “Yulu” translates to “words to a journey.” We work with our clients to find the right words to share their story with the world. Yulu is a small group of professional storytellers that specialize in lifestyle, hospitality and real estate PR. Join the conversation on Twitter at @YuluPR

4. Media Relations Pitching techniques and some truths about the media: • When pitching, timing is key • Create significance for your pitch • How to pitch TV, print, radio and online • Reporters are people too • Reporters/assign desks can smell fear • The media knows when they’re being pitched, so try to keep it real Join the conversation on Twitter at @YuluPR

5. Media Relations Pitching technique tip No. 1 Make sure your pitch is timely in some way. Hijack current events and plug your clients for the story “Issues hijacking” Join the conversation on Twitter at @YuluPR

6. Issues Hijacking Join the conversation on Twitter at @YuluPR

7. Media Relations Pitching technique tip No. 2 Make sure your pitch is significant in some way. Position your client’s product or service as the “most, best, first, last, highest, lowest, shortest, oldest or longest” at something. Join the conversation on Twitter at @YuluPR

8. Best Job in the World Join the conversation on Twitter at @YuluPR

9. Pitching Media Pitching technique tip No. 3 Make sure your pitch is tailored for the correct media channel (print, broadcast, online, etc.) Pitch visuals for TV; interview subjects or sound clips for Radio; quotes/interviews and photos for print. Join the conversation on Twitter at @YuluPR

10. Know the Media Some truths about the media: • Reporters are people too • Assignment editors can smell fear (they won’t be confident in your story if you’re not) • The media knows when they’re being pitched, so try to keep it real Join the conversation on Twitter at @YuluPR

11. PR Stunts! PR STUNTS: Are they effective? • Echo – Air Force One • Coast Capital Savings – You’re the Boss • New York City pop-up Restaurant Join the conversation on Twitter at @YuluPR

12. Echo – Air Force One Join the conversation on Twitter at @YuluPR

13. Coast Capital Savings “You’re the Boss” Join the conversation on Twitter at @YuluPR

14. Coast Capital Savings “You’re the Boss” Join the conversation on Twitter at @YuluPR

15. Coast Capital Savings “You’re the Boss” Join the conversation on Twitter at @YuluPR

16. New York pop-up Restaurant Join the conversation on Twitter at @YuluPR

17. Media FAM trips What is a FAM Trip? • Show media your product/destination in detail – have them experience it • Connect with local tourism group • Show them a good time and they will write about it • Great way to build on your “media relations” Join the conversation on Twitter at @YuluPR

18. Media FAM trips Join the conversation on Twitter at @YuluPR

19. Media FAM trips Join the conversation on Twitter at @YuluPR

20. Media FAM trips Join the conversation on Twitter at @YuluPR

21. Media FAM trips Join the conversation on Twitter at @YuluPR

22. Public/Community Relations Join the conversation on Twitter at @YuluPR

23. Media Campaign Tours Prep for a media tour: • Make sure your client is a good public speaker • Capitalize on travel opportunities • Make sure your follows the schedule (pay attention to time zones!) • Prep your client thoroughly for each meeting Join the conversation on Twitter at @YuluPR

24. Media Campaign Tours Make sure they’re a good public speaker Join the conversation on Twitter at @YuluPR

25. Media Campaign Tours Join the conversation on Twitter at @YuluPR

26. Social Media Social Media and PR: • Blogger relations • Replying to bad social media comments • Creating communities • Customer service platform • Unforeseen opportunities present themselves Join the conversation on Twitter at @YuluPR

27. Advice for a new PR grad • Intern at an agency if possible - Agencies are like PR boot camp – you will learn a lot!) - Agencies will allow you to see the many industries that you can consider if you decide to go in-house somewhere later • The smaller the agency or company you start with, the more hands-on experience you will gain

28. Keep in touch! Website: www.YuluPR.com Twitter: @YuluPR Facebook.com/YuluCreative 604-558-1656 Melissa@yulupr.com / @604PR Ashley@yulupr.com / @AshLetts

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