publicizing your business or non profit in today's world
DESCRIPTION
A great overview for any size business regarding why you need PR and a few simple secrets to help you in today’s world: Secret #1 – The media is a customerSecret #2 – Say VERY littleSecret #3 - Preparation and more Merchandising your PRTRANSCRIPT
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Publicizing your business or non-profit in today’s world
Terri J. ShapiroDeluxe CorpExec Director, Brand & Media Relations
January 18th, 2011 Martha Stewart Dreamers Into Doers
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A little bit about me
Originally from Chicago Started in PR at age 14 Worked for P&G, Helene
Curtis; big agencies A Mom Had my own boutique
marketing consultancy
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What is Deluxe about?
Deluxe is currently known for _________?
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What is Deluxe about?
Deluxe would like to be known as ___________? Easy, affordable brand that helps small biz grow
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What is Deluxe about?
Deluxe would like to be known as ___________? Easy, affordable brand that helps small biz grow
Logos
Email Marketing
Website design and hosting
Search Engine Marketing, Printing and Promotional Products . . .
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How is Deluxe getting the word out?
Advertising
WABC
WCBS
KABC
WNYC
WBBM
WCCO
Commercial RadioPublic Radio
Martha Stewart LivingEntrepreneur
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How is Deluxe getting the word out?
Advertising PR
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Deluxe PR: Project REV A yearlong marketing
lab initiated with a national contest 9 winners chosen $5000 in Deluxe
marketing products and services
Consulting support July 2010 – June 2011
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Project REV PR
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This is a sophisticated group!
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What we’ll cover about PR:
Why you need PR in today’s world Secret #1 – The media is a customer Secret #2 – Say VERY little Secret #3 - Preparation . . . and more Merchandising your PR
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Why you need it in today’s world . . .
Do your customers or donors act on impulse or do they study and consider the decision to purchase over time?
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Why you need it in today’s world . . .
Information is provided in sound bytes You must get them right!
You need to make the most of your opportunities
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Reporters, editors, bloggers who influence decisions to buy in editorial postings
The people who can buy from you
Secret #1: In PR, you have 2 customers
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Media = Gatekeeper Get to know the
interests of the gatekeepers
We’re here because the Witch of the North sent us . . .
And she’s got the ruby slippers to prove it!
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Research the media
http://www.spj.org/fdb.asp
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Offer Yourself as a Source
http://http://helpareporter.com
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Research Editorial Calendars
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Research Editorial Calendars
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You got the media interested!!!
Now what?
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Secret #2
Tell them VERY LITTLE!Plan your messages ahead of timeLimit yourself to 3 – 5 messagesExpress yourself in sound bytesLess is more
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Secret #2 - continued
Be a broken record Repeat yourself to
make sure your messages get across
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Secret #3
Never ever talk to the media when you weren’t expecting them to call.
I can’t talk to you right now. But I’d be happy to get
back to you soon.
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Secret #3: You can’t prepare too much
Rehearse your key messages Plan for bridging to key messages Don’t: “No Comment” or “Off the Record” Do: CALL THEM BACK!
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Merchandise Your PR
Mailing
Blog
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Questions?