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How public relations works


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How public relations works

  1. 1. Introduction to Public Relations
  2. 2. Course outline and objectives • Define public relations and its role; • understand how PR supports marketing; • write and format media releases; • get media release information published; • and manage the media and the public.
  3. 3. Course outline and objectives Definitions PR Tactics Media releases Media kits You are here
  4. 4. Introduction to Public Relations • What is Public relations? • Who are these “publics”?
  5. 5. The “Public” • Internal Publics • Employees • Shareholders • Suppliers, wholesalers, retailers, dealers • Regular customers • Unions
  6. 6. The “Public” • External Publics • Media and bloggers • Community leaders • Governments • Financial community • Special-interest groups • Prospective customers / shareholders
  7. 7. What does PR do? • Public Relations will help and organization to: • Adapt to external and internal changes; • maintain the status quo; • create and foster two-way communication; • change attitudes and behaviour.
  8. 8. What does PR do? • Educate • Inform • Engage • Manage • Adapt
  9. 9. How do we define Public Relations? • Public Relations comprises the following elements: • Unpaid media • Internal and external communications • Channel marketing • No guarantees • It often supports other marketing initiatives • Not always positive • Can create a favourable environment
  10. 10. How do we define PR?
  11. 11. Target Market A defined segment of the market that is the strategic focus of a business or a marketing plan. The members of this segment (or segments) possess common characteristics and a relative high propensity to purchase a particular product or service. Because of this, the members of this segment represent the greatest potential for sales volume and frequency. Target market is often defined in terms of geographic, demographic, and psychographic characteristics.
  12. 12. Target Market • Geographic physical location • Demographic age, gender, sexual orientation, income bracket, and/or education • Psychographic psychological traits, characteristics, or lifestyle
  13. 13. Completing the audience profile • Imagine the world through the audience’s eyes • Understand their priorities • How might they react to the message?
  14. 14. Integration of marketing, advertising and pr “The consumer owns the brand” So stop sending mixed messages
  15. 15. The Traditional Communication Process SenderSender MessageMessage ChannelChannel ReceiverReceiver
  16. 16. Applying MPR to the Communication Process OrganizationOrganization MessageMessage ConnectorConnector Revised Message Revised Message Customer/Publi c Customer/Publi c Media feedback Public feedback
  17. 17. Media Releases Media Release Defined • A media release is a formal one- or two- page document that tells a newsworthy story to the media. • If your story is of interest, the release may be run in whole or in part. If your story is seen as particularly newsworthy, an editor or reporter may call you for an interview for more information.
  18. 18. Where did everyone go? Can you compete against the mass marketers? • Target appropriate editors and reporters at the right publications • Build relationships • Produce well-crafted media releases • Make personal contact with selected reporters and bloggers
  19. 19. The Credibility of News • Public relations generates 28% of sales inquiries, second only to advertising (38%) • But are media releases effective?
  20. 20. Focus Is Key • Focus on one aspect of your business • Focus on creating something newsworthy • Focus on your contacts • Focus of your message to reach your target audience. • Then write what you have to say in one or two pages
  21. 21. Where does my message go? • Major media • Community newspapers • Consumer Magazines • Trade magazines • Electronic Media • Social Media • Company website
  22. 22. Social Media Examples of Social Media: • Twitter • Facebook • YouTube • Technorati (blog index) • Digg (news sharing) • Flickr (photo sharing)
  23. 23. Content creation and PR Some of the common ground opportunities for digital marketing and public relations include: •Messaging & Story •Planning Content •Coordinating Social and Media Relations with Amplification •Using Social to Listen for Buying Signals •Placing Content •Optimizing Messaging Based on Marketing Performance Data
  24. 24. Content creation and PR PR is responsible for driving messaging and it’s messaging that helps drive brand.
  25. 25. Content creation and PR So in the PR world, how does this happen? Media relations
  26. 26. Content creation and PR From a purely content perspective, PR determines what is ‘promotable’ or newsworthy This process helps extend the life and reach of marketing materials
  27. 27. Content creation and PR Consider that created content can be repurposed: • Publicity • Targeted advertising • Email promotion • Social
  28. 28. Writing for PR Press releases, Boilerplates and FAQs
  29. 29. Public relations writing Journalism Marketing+
  30. 30. PR Writing Aims to be: •clear •direct •deliberate
  31. 31. Demographics Are you kidding me?
  32. 32. Developing the message(s) • Press release • Boilerplate • Key messages • FAQs
  33. 33. Tone The attitude the writer has towards the audience and the subject matter formal respectful intimate humorous familiar
  34. 34. The Media Kit • Media release • Media advisory • Photos • Backgrounder / biography • Fact sheet
  35. 35. News Values • Timeliness • Proximity • Importance • Human interest • Conflict • Unusualness • Celebrity
  36. 36. What is a press release?
  37. 37. The 5 Ws • Who? • What? • Where? • When? • Why/How?
  38. 38. Most Newsworthy Information: Who? What? Where? When? Why or How? Important details + quote Other general information Tip: Answer the 5 Ws in the 1st paragraph if possible Tip: Use a testimonial instead of a quote in the 2nd paragraph Tip: Include company background information The Inverted Pyramid: Write like a news article
  39. 39. Elements of a media release • Headline • Sub-headline • Place/date/carrier • Lead • Quote / testimonial • Backgrounder • Attachments
  40. 40. You’re 7 seconds away… 1. Attention-grabbing headline 2. 1st paragraph with 2 or 3 newsworthy items 3. Multimedia 4. Contact info 5. Great quote 6. Statistics 7. A compelling story
  41. 41. Who is a press release for? Not just for journalists anymore…
  42. 42. Where does a media release go? How are they sent out? Who do they go to?
  43. 43. Would you open an email from you?
  44. 44. Headline writing • 8 to 10 words. Briefer is better • Use a subheadline • Edit. Edit. Edit • Use a strong news hook • Include a keyword where appropriate
  45. 45. Content Development Public Relations and the Media
  46. 46. Corporate Communications Social Media SEO PR Brand Content
  47. 47. Corporate Communications CRMNews DMSEO PRProduct Visibility Brand Sales
  48. 48. Content creation and PR “The goal is to expand our digital footprint and use content to drive initiatives.”
  49. 49. Content creation and PR PR is responsible for driving messaging and it’s messaging that helps drive brand.
  50. 50. Content creation and PR
  51. 51. Content creation and PR • Blog posts • Press releases • Case studies • Social media content • Newsletters • Articles • White papers • Events and webinars
  52. 52. Content creation and PR At the intersection of marketing and PR: Brand awareness Acquisition goals
  53. 53. Content creation and PR Some PR-focused goals: • Boosting awareness and exposure • Influence and positioning • Educate audiences • Thought leadership • Reputation • Growing networks and engagement
  54. 54. Be useful • Know what I want, and show me you do • Help me accomplish something • Deliver on your promises • Answer my questions - before I have them
  55. 55. Marketing objectives • Overcome resistance • Create a connection • Motivate or inspire • Mobilize or reinvigorate • Use real world events • Introduce new directions • Show value proposition
  56. 56. Marketing objectives • Increase customer spend • Educate about an aspect of offer • Break into a new market • Create leads or keep feeding them • Enhance loyalty • Communicate USP • Increase market share
  57. 57. What types of story do you want to tell? Mystery, romance, comedy, drama or adventure?
  58. 58. Connect • Emotional • Paint a picture (experiences) • Tell a story • Get the reader involved • Build (and maintain) the relationship
  59. 59. So where do we end up? Branded journalism
  60. 60. Content creation and PR So how does this happen? Media relations
  61. 61. Content creation and PR From a purely content perspective, PR determines what is ‘promotable’ or newsworthy This process helps extend the life and reach of marketing materials
  62. 62. Digital content: best practices Make the information: • easy to access • concise •like a story • consistent • new / fresh • “standalone”
  63. 63. Content creation and PR Consider that created content can be repurposed: • Publicity • Targeted advertising • Email promotion • Social
  64. 64. PR and Social More listening, less talking. Read your target audience’s online content and join discussions to learn what’s important to them. Only then can you create content and spark conversations that add value rather than clutter to their lives.
  65. 65. PR and Social Better to specialize than be a jack-of-all- trades. A highly-focused content marketing strategy intended to build a strong brand has a better chance for success than a broad strategy that attempts to be all things to all people.
  66. 66. Social and PR Quality trumps quantity. Every time. It’s better to have 1,000 online connections who read, share and talk about your content with their own audiences than 10,000 connections who disappear after connecting with you the first time.
  67. 67. Social and PR PR success doesn’t happen overnight. While it’s possible to catch lightning in a bottle, it’s far more likely that you’ll need to commit to the long haul to achieve results.
  68. 68. Social and PR Publish amazing, quality, shareable content This sharing and discussing of your content opens new entry points for search engines like to find it in keyword searches.
  69. 69. Social and PR Find the online influencers in your market. Their audiences are more likely to be interested in your products, services and business. Connect with those people and work to build relationships with them.
  70. 70. Social and PR Focus less on conversions and more on creating amazing, lasting content Don’t spend all your time directly promoting your products and services - people will stop listening. Instead add value to the conversation and develop relationships.
  71. 71. Social and PR Don’t ignore someone who reaches out to you online Building relationships is one of the most important parts of social media marketing success, so always acknowledge every person who reaches out to you.
  72. 72. Social and PR Don’t publish your content and then disappear. Be available to your audience by consistently publishing content and participate in conversations.
  73. 73. Social and PR Share and share alike. You can’t expect others to share your content and talk about you if you don’t do the same for them. So, a portion of the time you spend should be focused on sharing and talking about content published by others.
  74. 74. Media interviews Media relationships should be: • Consistent • Long-term • Valuable (creating value for the reporter and the audience)
  75. 75. Pitching a story What is newsworthy? • One of a kind • First ever • Atypical • Trend • Unusual application of product or service • Celebrity participation • Tale of the underdog • Money, sex or health
  76. 76. Selling the story What is a pitch letter? • Credibility • Relationships • Beliefs and values • Interests • Communication
  77. 77. Selling the story What does a pitch letter sound like? • Attention getting 1st paragraph (question) • Info connecting medium and its audience • Background info • Support materials
  78. 78. Selling the story Ask the expert or how to position a ‘thought leader’: • Be authentic • Be yourself (tell the story your way) • Keep pounding away • Look to the future
  79. 79. The interview • “That’s a great question, but what you really need to focus on is…” • “I can’t speak to that, but what I can say is…”
  80. 80. Press kits • Press release • Backgrounder • Supporting materials (stats, studies) • Graphics (photos, video) • Bios • Brochures, sell sheets • Clippings
  81. 81. Elements of a press release • Establish a newsworthy topic • Label (for immediate release) • Headline and sub-headline • Body • Quote • Boilerplate (shortened version of background) • End ( - 30 -)
  82. 82. Backgrounders Also know as Fact sheets or FAQs • They use different formats and depend on the publication (or media outlet) as well as the subject matter covered – Prose – Bulleted list – Question and answer
  83. 83. Backgrounders, fact sheets and FAQs • Fact-oriented (stay away from opinion) • Chronological • Follow 5w format
  84. 84. Sample FAQs (Q + A) • What does the product do? • What are the company’s goals? • Who is the product intended for? • How much does it cost?