Public Relations 101: The Basics of Earned Advertising

Enterprise University Course 205

Fall 2016

You may be aware of PR, but are uncertain of how it relates to Marketing, Lead

Generation, Sales, and Talent Acquisition.

You want to supplement your current marketing tactics with Public

Relations

You probably read press releases and see earned media…

…all the time, but don’t realize it

At the end of this course you will see the role of PR in Marketing, Lead Generation,

Sales, and Talent Acquisition

My goal today is for you to leave this course with at least 3 ideas to

implement tomorrow

My goal today is for you to leave this course with at least 3 ideas to implement tomorrow

An Overview of Public Relations

PR Amplifies Content

What News Outlets and Publications Do You Read?

Print or STLToday.com?

National & Trade Publications

The Importance of Awards

Builds

Builds Links Back to Your Website (Domain Authority – MOZ Open Site Explorer)

Useful in Talent Acquisition and Recruiting

Reputation Management

Rescues Your Reputation

Focuses on the Recovery from the Mistake

Take My Crisis Communications Class –EU Course 231 – September 29, 2016

The PESO Model

Paid Content

Sponsored Facebook/Twitter Posts

Advertorials & Paid Reviews

Earned Media

Traditional PR and Publicity

Media/Blogger Relations

Shared and Owned

Shared Media is Social Media

Owned is

What is Publicity vs. PR

PR is part of the “Magical Triangle”

PR is the Leading Point

Social Media is an Organic Outlet to Reach Your Audience and Point #2

Finally, Digital Marketing (Your Website, newsletter,

etc.) is the 3rd Point

Publicity is a Subset of PR

Event Marketing – TV, Radio, Online Broadcasts etc.

Company-Sponsored Events

Both Increase Awareness and Create a “Buzz”

“Buzz” is People Talking About Your Product or Service

People are Excited and Engaged!

The Importance of Defining Your Messages

The 5 W’s and How?

The Fundamentals of Journalism

Missing Information Leads

to Audience Frustration

Don’t Make Up Information!

The Audience Usually Wants to Know How You Do It!

An Opportunity to Highlight the Uniqueness of Your Product/Service

Demonstrate the Process of Delivering Your Product/Service

The Most Important of

the W’s

Your People are the Greatest

Asset

Talent Acquisition - You Want to Attract “A-Players” to Your Company

The Message

Every Company Has a Story!

Words are Everything! (The Power of Words YouTube Video)

Identifying Your Intended Audience

Every Time You “Pivot”, It’s Newsworthy!

Defining Your Story

Write Clearly (Weird Al Word Crimes YouTube Video)

How Would You Describe Your

Product or Service in a Straightforward

Way?

What Problems Do You Solve?

Let’s Create a Haiku – Take a complex idea and make it simple!

Line 1: 5 Syllables

Line 2: 7 Syllables

Line 3: 5 Syllables

The Pitch

How to Pitch (Jon Resnick YouTube Pitch Video)

Why would a Reporter, Blogger,

Writer be interested in the story?

Reporters need to tell interesting stories to their

audience

Pitching Exercise –Pair Up!

Each person writes 3 short, “soundbites” about their business

Discuss and clarify those

items with your partner

Your partner decides which soundbite is interesting and tells you why

Dissecting the Pitch

Did You Answer the 5 W’s?

Does the audience benefit from your story?

Are you a reliable and credible

source for the story?

How PR fits into Your Company’s

Overall Marketing Plan

Strategies

What Not to Do with a Reporter

Don’t Stalk Reporters! (The Art of the Elevator Pitch)

Don’t expect them to write your story immediately

Be Prepared! Media Training for Live Interviews

Media Relations

AMM Communications Cultivates Relationships with Reporters

Know Which Reporters Cover What Beats

Be Accessible Because They are on Deadline

PR Amplifies Content

Content Builds TOMA –Top of Mind Awareness

Tactics and Tools

An Integrated Message – One Press Release to Multiple Media Outlets

(Short 400-500 Words)

What’s Worthy of a Press Release?

New Hire, New Office, Community Involvement etc.

Body = Lead + Details + Tagline

The Award Nomination

Awards are more than Ego: Awards build Trust and Credibility

Are you more likely to do

business with an award-winner?

The more prestigious the award, the more difficult it is to win. It takes persistence!

Newswires

AMM Communications posts on STLToday and Biz Journal

Expand your news to NYT, USA Today, and AP

Trade Publications –Sometimes accept Direct Submissions

Social Media and Content Marketing

How Does Social Media Fit into the Media Equation?

Increases the Reach of Your Press Release

1 Person with 1000 Followers Increases Your Reach

All employees have social networks to magnify your news

How Does Content Marketing fit into the Media Equation?

PR is a Key Tactic in Content Marketing

PR Builds Domain Authority Through Back Links

Content Marketing Needs to Be Fresh

Create Your Own News –You are the Author

Blogs also Build Domain Authority and Traffic to Your Website

Use Keywords to Increase Google

Search Traffic

In Conclusion – What We Discussed Today…