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 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
Sponsored Facebook/Twitter Posts
Advertorials & Paid Reviews
Traditional PR and Publicity
Media/Blogger Relations
Shared Media is Social Media
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
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
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
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
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!
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…