d-i-y public relations : tips and tatics
DESCRIPTION
On September 20, 2012, Pacharee Pantoomano and Kittima Sethi, directors of Brand Now Co. Ltd, presented DIY Marketing and PR to a group at the Foreign Correspondent Club of Thailand. The session presented case studies showcasing different tools and tactics employed in marketing and PR. No copyright infringement intended in presenting the case studies. For more information, visit brandnow.asia.TRANSCRIPT
Do-It-Yourself (DIY) PRDo-It-Yourself (DIY) PRBy Kittima SethiBy Kittima Sethi
What this session will cover:
• What is PR and what is not PR
• Benefits of PR
• Downsides of PR
• Six DIY Media Relations tips and tactics
• DIY PR Ideas
Communicating your organization’s messages at the right time and in the right place to the right audience
What is Public Relations (PR)?
Reputation:Building good relations with the
company’s various publics
What is Public Relations (PR)?
Building and Managing Relationships with media
What is Public Relations (PR)?
Gaining editorial coverage in the media for free
What is Public Relations (PR)?
It isn't always about short-term campaigns, such as product launches.
What PR is NOT
It includes longer-term strategic plans, such as brand building and working with
local or global communities.
Advertising
o More control over placement, content and timing of message
o Target audience
o Strive to sell product
o Descriptive language
o Expensive
PR
o Third-party endorsement gives credibility and objectivity
o Cost effective
o Increase search engine visibility
o Shaping image
o Priceless
What PR is NOTIt is not advertising
Benefits of PR Reaches a wide
audience Educates people Placement Credible Detailed coverage Image Building Lead generation Attract employees Access to funding
and investors
Downsides of PR
• No control over story, content, size or placement
• PR event or release may get “bumped”
• May misfire through lack of coordination with marketing department or inconsistent communication
Six DIY Media Relations Tips and Tactics
1. Develop a Strategy
2. Identify your audience
3. Create a media list
4. Crafting the story
a) Timing
b) Significance
c) Prominence
d) Human Interest
4. Crafting the story
a)Timing
b)Significance
Disease Outbreak
Tax evasion
4. Crafting the story
c) Prominence
d) Human Interest• Toyota gifted cars to Thai Paralympic gold
medalists
4. Crafting the story
5. Prepare a press release
Press Kit Press release Fact sheet Profile Photo
6. Pitching to media
Know your reporterWho, What, Where, Why and HowShort and simplePractice your pitch
DIY PR Ideas• Releases• Events• PR Stunts• Product demo• Social media• Testimonials• Junkets• Endorsements• Speaking events
