PR Fundamentals for Entrepreneurs
June 14, 2011
Presented by Hill & Knowlton: Monta Johnson, Vice President
David Chin, Vice President
Today’s Agenda Understanding PR:
The Basics Defining public rela9ons
Tips for PR success
The media
Ge>ng Started:
A Few Fundamentals Press materials
Influencer rela9ons
Media interviews
Understanding PR:
The Basics
” “ If advertising is what you say about yourself,
public relations is what others say about you.
Defining Public Relations What it is: • Management of rela2onships between your company and
your audiences and stakeholders through strategic communica2ons
• A way to enhance the understanding of your company’s objec2ves, strategies and achievements
• Helps build strong reputa2ons, credibility and corporate image
• More than just media rela2ons • A two-‐way street
Defining Public Relations What it is not: • NOT adver2sing • NOT strictly media
rela2ons, or even just marke2ng
• NOT just a press release • NOT free publicity • NOT a science
To be successful in PR: • Define your goals • Know your story • Be brief • Understand your audience • Focus on where you want to
be
• Follow the news in your industry
• Be a useful source
Understanding the media • The media are BUSY
• Know: • Who they are
• What they cover
• Why they might be interested in you
Tips for working with the media • You can only control what you say • Respect deadlines • Share the spotlight • Be prepared for long lead 2mes • It’s okay to start small
• Rela2onships count • Content counts more • It takes 2me!
Getting Started:
A Few Fundamentals
12 June 15, 11
Digital printing & production
Automated 24x7 lights-out computing
Influencer Relations
Press Materials
• Press Releases
• Execu2ve Bios
• Product Fact Sheets
• Corporate Profile
• Journalists
• Bloggers
• Industry Analysts
• Evangelists
• Prepara2on
• Prac2ce
• Performance
• Personality
Press Interviews
A Few Fundamentals
• News Story – the 5 Ws
• Instant Gra2fica2on
• Clear & Concise
• Compelling & Crea2ve
• Adapt for Mul2ple Audiences
• Dis2nct from Sales & Marke2ng
Characteristics Components
• The Lede
• Execu2ve Quote
• Product Benefits & Features
• Market Research & Trends
• Credible 3rd-‐Party Endorsement
• Company Background
Press Materials: The Press Release
• Reduce, Re-‐use & Recycle: Share
content with website
• Execu2ve Biographies: Establish
experience & credibility
• Product Fact Sheet: Overview of
benefits & features
• Corporate Profile: Background &
boilerplate
Press Materials The Press Kit: Online & Offline
• Journalists: Business, Technology,
Science, Lifestyle, and more
• Bloggers: Moms, Travel, Photography,
Fashion, and more
• Industry Analysts: Apps, cloud,
hardware, and more
• Evangelists: Personal networks, business
partners, and more
Influencer Relations Who are they?
1 2 3 4
Produce Your Story “Pitch”
Research & Target
Professionally Personalize
Refresh & Follow-up
Influencer Relations: The Steps
• Understand the opportunity
• Know the audience
• Tailor key messages & examples
• Keep your messages close (telephone)
• Review any sensi2ve issues
• Everything is “on the record”
• Prac2ce & Relax
Press Interviews: Preparation
• Iden2fy & use “trigger words”
• Amplify messages with your voice and body language
• Deliver pithy & colourful sound-‐bites with personality
• Illustrate with anecdotes & examples
• Men2on your company & product
• Restate/summarize with convic2on & passion
• Eliminate verbal 2cs – “you know,” “uhm,” & “ah”
Press Interviews: Performance
Questions? D a v i d C h i n 4 1 6 . 4 1 3 . 4 6 3 3 [email protected]
M o n t a J o h n s o n 4 1 6 . 2 0 9 . 1 3 3 9 [email protected]
