Find out how to make PR work for your business. Hill & Knowlton’s PR Fundamentals for Start-Ups will provide an overview of public relations specifically for entrepreneurs. http://www.marsdd.com/events/details.html?uuid=e737bc9a-6b2c-4ba6-a079-c58d79991726

2. PR Fundamentals
for Entrepreneurs
June 14, 2011
Presented
by
Hill
&
Knowlton:
Monta
Johnson,
Vice
President
David
Chin,
Vice
President

3. Today’s Agenda
Understanding
PR:
Ge>ng
Started:
The
Basics
A
Few
Fundamentals
Defining
public
rela9ons
Press
materials
Tips
for
PR
success
Influencer
rela9ons
The
media
Media
interviews

4. Understanding PR:
The Basics

5. “ ”
If advertising is
what you say about yourself,
public relations is
what others say about you.

6. Defining Public Relations
What
it
is:
• Management
of
rela2onships
between
your
company
and
your
audiences
and
stakeholders
through
strategic
communica2ons
• A
way
to
enhance
the
understanding
of
your
company’s
objec2ves,
strategies
and
achievements
• Helps
build
strong
reputa2ons,
credibility
and
corporate
image
• More
than
just
media
rela2ons
• A
two-­‐way
street

7. Defining Public Relations
What
it
is
not:
• NOT
adver2sing
• NOT
strictly
media
rela2ons,
or
even
just
marke2ng
• NOT
just
a
press
release
• NOT
free
publicity
• NOT
a
science

8. To be successful in PR:
• Define
your
goals
• Know
your
story
• Be
brief
• Understand
your
audience
• Focus
on
where
you
want
to
be
• Follow
the
news
in
your
industry
• Be
a
useful
source

9. Understanding the media
• The
media
are
BUSY
• Know:
• Who
they
are
• What
they
cover
• Why
they
might
be
interested
in
you

10. Tips for working with the media
• You
can
only
control
what
you
say
• Respect
deadlines
• Share
the
spotlight
• Be
prepared
for
long
lead
2mes
• It’s
okay
to
start
small
• Rela2onships
count
• Content
counts
more
• It
takes
2me!

11. Getting Started:
A Few
Fundamentals

12. A Few Fundamentals
Press Influencer Press
Materials Relations Interviews
• Press
Releases
• Journalists
• Prepara2on
• Execu2ve
Bios
• Bloggers
• Prac2ce
Digital printing Automated 24x7
• Product
Fact
Sheets
• Industry
& nalysts
A production • Performance
lights-out computing
• Corporate
Profile • Evangelists
• Personality
12 June 15, 11

13. Press Materials: The Press Release
Characteristics Components
• News
Story
–
the
5
Ws
• The
Lede
• Instant
Gra2fica2on
• Execu2ve
Quote
• Clear
&
Concise
• Product
Benefits
&
Features
• Compelling
&
Crea2ve
• Market
Research
&
Trends
• Adapt
for
Mul2ple
Audiences
• Credible
3rd-­‐Party
Endorsement
• Dis2nct
from
Sales
&
Marke2ng
• Company
Background

14. Press Materials
The Press Kit: Online & Offline
• Reduce,
Re-­‐use
&
Recycle:
Share
content
with
website
• Execu2ve
Biographies:
Establish
experience
&
credibility
• Product
Fact
Sheet:
Overview
of
benefits
&
features
• Corporate
Profile:
Background
&
boilerplate

15. Influencer Relations
Who are they?
• Journalists:
Business,
Technology,
Science,
Lifestyle,
and
more
• Bloggers:
Moms,
Travel,
Photography,
Fashion,
and
more
• Industry
Analysts:
Apps,
cloud,
hardware,
and
more
• Evangelists:
Personal
networks,
business
partners,
and
more

16. Influencer Relations: The Steps
Research & Refresh &
Target Follow-up
1 2 3 4
Produce Your Professionally
Story “Pitch” Personalize

17. Press Interviews: Preparation
• Understand
the
opportunity
• Know
the
audience
• Tailor
key
messages
&
examples
• Keep
your
messages
close
(telephone)
• Review
any
sensi2ve
issues
• Everything
is
“on
the
record”
• Prac2ce
&
Relax

18. Press Interviews: Performance
• Iden2fy
&
use
“trigger
words”
• Amplify
messages
with
your
voice
and
body
language
• Deliver
pithy
&
colourful
sound-­‐bites
with
personality
• Illustrate
with
anecdotes
&
examples
• Men2on
your
company
&
product
• Restate/summarize
with
convic2on
&
passion
• Eliminate
verbal
2cs
–
“you
know,”
“uhm,”
&
“ah”

19. Questions?
David Chin
4 1 6 . 4 1 3 . 4 6 3 3
david.chin@hillandknowlton.ca
Monta Johnson
4 1 6 . 2 0 9 . 1 3 3 9
monta.johnson@hillandknowlton.ca