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  1. 1. PR in Today’s Marketplace A presentation made by Wendy Ward of Constructive Communication, Inc.Oct. 22, 2009<br />
  2. 2. PR - What is it?<br />Public relations is the formal way in which organizations communicate with their publics. <br />It is planned or managed communication.<br />
  3. 3. Why do you need PR?<br />Because you are tired of seeing other companies and their projects highlighted in the press, yet little to no press about you. <br />Because it improves SEO and how people find information about your company these days. <br />Because you are experts. <br />
  4. 4. Why do you need PR?<br /><ul><li>3rd party credibility provides the credibility you need
  5. 5. PR is the only medium to get you a step removed from you saying you are great</li></li></ul><li>Changing World<br /><ul><li> Consumers and journalists are increasingly going online to find news and information about products and services.
  6. 6. 89% of Internet users worldwide used search engines to find information
  7. 7. 76% look up news online </li></ul>“Digital World, Digital Life,” December 2008 <br />
  8. 8. Defining your audience<br /><ul><li> Since PR goes beyond press releases, you must</li></ul> examine all whom have a stake in your organization<br /><ul><li> Biggest mistake most make – write a release, mail it to local paper and wait for it to be printed</li></ul>TIP<br />You 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.<br />
  9. 9. Strategy is key<br /><ul><li> PR requires strategy like any other marketing tool
  10. 10. Create buyer personas of target audience to better understand where to focus efforts
  11. 11. Stop thinking campaigns, start thinking strategy
  12. 12. Solution needs to meet audience needs
  13. 13. Be accessible! </li></li></ul><li>Is it news?<br />Identifying news<br /><ul><li> Is it current, informative, or urgent?
  14. 14. Who would it be interesting or informative to?
  15. 15. Have you done more of something than anyone else?
  16. 16. Interesting details can turn trivia into a great story </li></li></ul><li>Is it news?<br />Is it pertinent to the readership?<br /><ul><li> Does the publication audience care?
  17. 17. Will it catch the attention of an editor? Why? </li></li></ul><li>Is it news?<br />Can you tie it to a bigger issue or trend? <br /><ul><li>How does it relate to something bigger?
  18. 18. Can we establish you as a trendsetter?
  19. 19. Is some person, company, or organization affected who appears in the news for other reasons? </li></li></ul><li>Going beyond press releases<br />Public Relations opportunities also include: <br /><ul><li>Articles, op-ed pieces, etc.
  20. 20. Speech themes turned into a release
  21. 21. Community relations in key communities
  22. 22. Completion of a study or research project
  23. 23. Establishment of scholarship for students
  24. 24. Media tours</li></li></ul><li>News release basics<br />Key elements of your news pitch:<br />Is it really news?<br />Presentation <br />Contact persons identified<br />Does the lead grab attention and summarize? <br />Is inverted pyramid structure used? <br />Is the subject appropriate for intended readers? <br />
  25. 25. The importance of graphics<br />Graphics are a must! <br /><ul><li> Don’t underestimate the importance of professional </li></ul> photography. <br /><ul><li> Each news release should have two to five images.
  26. 26. Each feature article should have five to 10 images.
  27. 27. Share the cost with other members of your team. </li></li></ul><li>Now…dealing with the media<br />Service!<br /><ul><li>Accurate, timely, comprehensive information they can trust
  28. 28. Today’s media spends most of their time processing information, not gathering it
  29. 29. Must have support of management staff to make this happen
  30. 30. Relationship building, just like anything else. Think of the media as a customer</li></li></ul><li>Winning with the media<br />Good old-fashioned people skills!<br /> 1. Be fair. Give the news to all media at same time.<br />Exception: A story that is perfect for one trade. Offer exclusivity, but set parameters. <br />2. Be reachable. <br /><ul><li> Always include contact info
  31. 31. Always answer your phone and e-mail every day. </li></li></ul><li>Measuring success<br />Commonly used measurement tools<br /><ul><li>Ad $ equivalent
  32. 32. Readability
  33. 33. Client feedback
  34. 34. Column inches
  35. 35. Editor feedback
  36. 36. Inquiries and cost per inquiry
  37. 37. Number of mentions
  38. 38. Content analysis
  39. 39. Comparative systems
  40. 40. Attitude/awareness survey</li></li></ul><li>It’s all about dialogue<br />“If you’re not part of the conversation, then you’re leaving it to others to answer questions and provide information, whether it’s accurate or incorrect. Or, even worse, you may be leaving it up to your competition to jump in to become the resource for the community. Yes, there will be negative comments. Yes, you’ll invite unsolicited feedback. Yes, people will question your intentions. Negativity will not go away simply because you opt out of participating. Negative commentary, at the very least, is truly an opportunity to change the perception that you did or didn’t know existed.”<br />
  41. 41. Final thoughts<br />For more information, visit<br /><br />