put the power of pr to work in your small business
TRANSCRIPT
Put the Power of
to Work in Your Small Business
Joe Hines: 714-872-0561
Public Relations
What is Public Relations?
Public relations consists of promotional activities that create a strong public image of
a company or individual.
Often referred to as earned media and is different than marketing.
Public Relations (PR) dates back to the early 20th
century
Difference between Advertising and PR
• PR is not paid for like advertising
• PR is more trusted because the message is edited and filtered by the media• Results in stronger credibility
• PR is less precise
• PR has less memorability
PR vs Marketing
Marketing is about getting people to buysomething, typically with advertising campaigns
Advertising campaigns cost money, public relations is earned.
You can and often should do public relations without spending a dime for advertising
Benefits vs Risks
Benefits RisksEconomical way to reach your target audience in mass
Economical but time consuming
Stimulates awareness of and demand for your company's products or services
Must earn the publicity first
Strengthens your company image At the mercy of reporters & gatekeepers
Creates more credibility than traditional advertising – 3rd party endorsements
Could create critics & detractors
Creates an advantage over your competitors that are not utilizing PR effectively
Don’t control the timing or publicity
Elements of a PR Campaign
Media Research & Database
(B-B, B-C, Local, Regional, National, Trade)
Press Release
Media Advisory
Fact Sheet
Identify Media Contact Person
Identify Company Spokesperson
Release Date & Pitch Schedule
Pitch Follow up
1. How different is your product/ service from your competition?
2. What are the key differentiators
3. Your personal story. First, your pitch needs to be all about you.
Most journalists would much rather talk to business owners direct; they’re
bound to get better content
Have a Story
Distributing Press Release
Do It Yourself
Distribution Services –
PR Newswire
Business Newswire
PR Web
1888 Press Release
etc.
Create a super-targeted media list with your top journalists. Find which local newspapers, radio shows, blogs or trade
media fit your stories.
Bloggers:
Working With the Media
Journalists
Working With the Media
Use premium search in LinkedIn to identify journalists.
Working With the Media
Wire Services and other PR Websites
PRWeb.comPressReleaseJet.comPRNewswire.com – Nationally known and trusted.Businessnewswire.com – Nationally known and trusted.
Working With the Media
Editors:
Working With the Media
Take the time to ID the media
you want to work with.
Make it easy for the media to use your information
Could you offer a story exclusive?
Write your press release in the standard format
Would your amazing photography save the magazine some
money?
Appoint a contact person in your organization
Be prepared for rejection
Working With the Media
Anatomy of a Press Release
Press Release Template
Company Contact Person & Information
Headline
Sub-headline
Location & Date
Hook
Supporting Information
Company Quotes
Company Boiler Plate
Digital Links – Website & Media Kits
Have a press kit handy
a brief business overview
Press Release
Business Card
Re-prints or links to any other press you may have generated
Team member bios
Photography should be hi-res and professional
Include a demo or sample or a way to receive one
QR code or other easy access to a launch-specific landing page or
microsite
Working With the Media
Try These Helpful Websites
Working With the Media
Tracking & Leveraging Results
Do It Yourself
Tracking Services
Cyber Alert
Media Tracking
eReleases.com, etc.
Post on Website
Post in Your Business
Include It in Your Marketing Material (if positive)
Create Blogging Opportunities
Clippings, transcripts, mp3Every outlet that picked up the story
Be Ready For Prime Time
Website and Social Media
A. Saddleback Career Ministries: Teach Personal Branding in
Career Ministry program
B. Marketing Director; Orange County Women’s Chorus
C. Program Chair; MENG, Orange County
D. Ambassador; Newport Beach Chamber of Commerce
Partner With Charities
Book speaking engagements.
A. Chambers of Commerce
B. Monthly meet-up group
C. Conferences
D. Community Colleges/ Universities
Book Speaking Engagements
Give back to the community
Blogging
Coming Up
Workshop: How to Market Your Small Business For Bigger Sales ... On a Shoe String Budget!
Saturday, July 16, 2016
10:00 am to 2:00 pm
Register: http://ow.ly/BOUz301esEW
Location: Pro Desk Space
$50.00 Meet-Up Discount: “OCSBMC”