PR 101 For Businesses

What Businesses Need To Know For A Successful Public Relations Campaign

www.strategicvisionpr.comPh: (404) 380-1079

What Is Public Relations• Public Relations is way to penetrate the public’s consciousness about your company,

products, or services.• Public relations is a strategic communication process that builds mutually beneficial

relationships between organizations and their publics.• Public relations is the opposite of advertising. In advertising, you pay to have your message

placed in a newspaper, TV or radio spot. In public relations, the article that features your company is not paid for. The reporter, whether broadcast or print, writes about or films your company as a result of information he or she received and researched.

• It is a third party endorsement by the media when your company is includes in a story.

Why Public Relations• A Public Relations campaign creates brand awareness to new

customers.• It reinforces and strengthens ties with existing customers.• It reinforces marketing and sales campaigns.• Companies executing a public relations campaign with their

marketing efforts report an increase ROI of between 25% to 30%.

What Encompasses A Public Relations Campaign

• Media Relations– Interviews– Articles/Case Studies– Press Releases– Press Kit

• Speeches• Branding• Trade Shows• Community Relations• Social Media• Crisis Communications

What Does Media Relations Mean?Media Relations can be described as a company’s interactions with editors, reporters and journalists. The media can be newspapers, radio, television and the internet. The goal is to communicate a company’s newsworthy message, story or information using the appropriate media outlets.

What Makes Up Media Relations?

• Interviews – company personnel talking to the media about company news, the company’s area of expertise, or other related issues. Interviews are: – Print– Newspaper – Magazine– Procedure

• Radio – Live– Taped

• Television• Online

• Media interviews are third party endorsements• Logos and interviews can be used in promotional material

What Makes Up Media Kits• Press releases – announcements from the company on company news. The first

paragraph of each press release is the most critical. It should the contain the who, what, where, why, and how.

• Press Kit - Press kits are also known as media kits• Major media rate a potential guest from a scale of 0 to 10. No press kit rates a

zero• Most media prefer an online version• Elements of a press kit

– Headshot of personnel who will be speaking to the media– Bios of company personnel– Company logo– Information on the company– FAQ’s– Sample of previous media coverage– Press releases

How To Secure A Media Interview: The Media Pitch

• Two paragraphs• First paragraph outlines a story with questions that can be answered by

the business owner• Second paragraph gives the authors background and how they can answer

the question• Is basically the story for the reporter

Sample Media Pitch The online retailer, Amazon has long seemed like the 900 pound gorilla. It continues to grow stronger and

bigger forcing publishers to bend to its will. It even jumped into the development of a Smartphone this summer. Yet despite this, the company isn’t meeting profit forecasts. The publisher Hachette is embroiled in a titanic battle with Amazon over the price of e-books. A group of authors are seeking to persuade Amazon to stop withholding books from sale when it negotiates with publishers. Amazon evidently felt heat from this group Wal-Mart is seeking to take on Amazon with a newly designed and revamped website. Amazon began fighting back this weekend by forming a group Readers United to pressure Hachette, the nation’s fourth-biggest book publisher, in its dispute with Amazon over the price of e-book. Adding to Amazon’s woes is Wal-Mart that is seeking to take on Amazon with a newly designed and revamped website. Has Amazon gotten too big? Is it trying to do too much? Could it be headed towards a fall?

Able to discuss this and more is Kevin Paul Scott, co-founder of ADDO Worldwide and author of the book, 8 Essential Exchanges. Mr. Scott says that Amazon is being pulled in too many different directions. It is trying to be everything instead of doing what it does best. He says competitors sense blood in the water and that unless Amazon changes direction it could be headed towards a fall. He has appeared on CNBC and FOX Business Network for his expertise. Would you be interested in interviewing him on this?

Thanks for any consideration.Molly RobinsonStrategic Vision PR GroupPh: (404) 380-1079

SpeechesSpeeches can be keynote addresses, panel discussions, or breakout sessions at a trade show. Speeches are designed to carry the company’s message before targeted audiences. Also many in the media often cover speeches at trade shows, business association’s meetings, and even civic clubs like Rotary. A company should always do a press release when one of its officers has a peaking engagement.

BrandingAre you launching a new brand, evolving a long-standing brand strategy or seeking a new creative strategy? If so, you need to remember that today it is about telling the right story and creating a cohesive and recognizable image for your company.

Effective branding includes:• Brand strategy• Naming• Brand positioning• Mission statements and core values• Story development• Logos• Trade show support• Collateral materials• Website development

Trade ShowsTrade shows are key components for business development and a public relations campaign.

Companies attending trade shows can do pre and post press releases on participating at the trade show. It is a great opportunity to meet the trade media. Always drop off press kits at the trade show’s press center and try to schedule media meetings at the show. Additionally the key of a trade show is to capture new business. A great way to do that is to have prize drawings that people need to enter that allow you to capture contact information for marketing campaigns.

Community Relations

Forging ties within the community is a key component of any public relations campaign, as well as good business sense. A comprehensive community relations strategy makes employees proud to work for you and customers proud to do business with you. And by promoting your involvement with a good cause, you are not only making that cause stronger – you are helping to educate the public about their work.

Social MediaMore and more consumers are turning to social media to find out about a company or brand. It is critical that your social media outlets have the same look and feel as your other messaging efforts and also convey the same message you are giving in the traditional media outlets. The most critical social media outlets for a business are:• Facebook• Twitter• Google+• LinkedIn• YouTube• Pinterest

Crisis CommunicationsA crisis can happen at anytime. Most businesses are caught unprepared when a crisis hits. A good public relations campaign encompasses developing the fundamentals of a crisis communications strategy so if a crisis hits you can respond immediately.

A crisis communications plan should include:• Identifying a potential crisis and conducting a vulnerability study• Identifying primary and secondary spokespersons and other members of the crisis communications team• Developing a crisis communications strategy• Identifying all key audiences, should a crisis hit• Crisis message and management• Post-crisis strategy

Contact Strategic Vision PR Group

Strategic Vision PR Group677 Main StreetSuwanee, GA 30024Ph: (404) 380-1079Email: info@strategicvisionpr.comwww.strategicvisionpr.com