GET MORE CUSTOMERS VIA PR
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2© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Exec Director, Brand and Media Relations, Deluxe
Terri J Shapiro
Your Speaker Today
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3© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
A PR Win for Deluxe!
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4© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
What PR Can Do For Your Business
The “Big Secrets” for Effective PR
Managing Your Media Interview
Merchandising Your Publicity
Today’s Topics:
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5© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
What Is PR?
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6© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
VISIBILITY
What Is PR?
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7© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Do You Need PR?
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8© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Are Trade Publications Influential in Your Industry?
Do You Need PR?
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9© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Does your industry get written about in the general media?
Do You Need PR?
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10© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Purchase Process:
Do your customers act on impulse or do they study and consider the decision to purchase over time?
Do You Need PR?
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11© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Is there a danger factor in your industry?
Do You Need PR?
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12© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
You Have Two “Customers” in PR
Secret #1
Reporters, editors, bloggers who influence decisions to buy in editorial postings
The people who can buy from you
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13© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
The Media as “Customer”
Media = Gatekeeper Get to know the
interests of the gatekeepers
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14© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Researching the Media
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15© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Editorial Calendar
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16© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
You Got The Media Interested!
Now What?
Managing Your Interview
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17© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Communicate in sound bytes – tight, short, clear
Plan for 3 – 5 sound bytes
Speak in visuals
Tell Them VERY LITTLE!
Secret #2
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18© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Charlie’s Cupcakes
Talking Points 1st bakery to offer complete
customization
Only way everyone can be happy
New party program in demand
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19© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
How can you help the reporter experience your brand?
Opportunities to Experience
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20© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Never, Ever Talk to the Media When You Weren’t Expecting Them to Call . . .
Secret #3
I can’t talk to you right now. But I’d be happy to get
back to you soon.
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21© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Prepare. Prepare. Prepare.
Do: Research and Rehearse
Do: CALL THEM BACK!
Don’t: “No Comment” or “Off the Record”
Secret #3
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22© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Merchandising Your PR
Mailing
Blog
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23© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Thank You!
QUESTIONS?