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First things

first...

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The dictionary

says…

“PR is the practice of creating, promoting, or maintaining goodwill and a favorable image

among the public towards an institution, public body, etc.”

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A publicist takes a story,

finds the interesting pieces

and brings them to life.

Pitches editors, reporters

and producers their story.

Media produces the story.

Consumers hear your

message.

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How is pr different

from advertising?

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Image Credit www.askaprgirl.com

How can

pr

help you?

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Build your image Raise awareness Educate Increase Understanding Build Credibility Influence opinion leaders Motivate your audience to take action

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How do you

do that?

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Great question...

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pr tactics

that you can use.

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1. Stunts

“A publicity stunt is a planned event designed to drive media coverage and attract

the public's attention and to the event's organizers or their cause.”

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PR stunts have a reputation of being annoying and in your face. Stunts have gotten a bad rep.

The truth is, when done right, stunts can successful spread your message in an organic

way. (and not an annoying one)

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In other

words…

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Not all pr stunts look

like this.

Image credit.

This is catherine

connors

We are best

friends.

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She wanted to raise money so her nephew who is dying of Duchennes Muscular Dystrophy could

live out what time he has left at home.

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She started telling Tanner’s story on her blog (you can read it here) and her community

stepped in. They helped form Tutus for Tanner and organized a 5k during BlogHer 2010.

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Hundreds of women put on tutus and ran through Central Park. You can read about it here.

She quickly raised the money that was needed and spread awareness of Duchennes Muscular

Dystrophy when she appeared on CNN wearing a tutu.

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Whether you are raising money for an amazing cause or spreading the word about your new site

using PR stunts can help you do it.

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2. Be the expert

The Media is always looking for experts to share tips with their readers.

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This is Liz.

She helps moms

find cool stuff.

She is so good at it that the Today Show continually asks her to come on and talk about all of the cool stuff moms need to know about.

Check her out.

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Liz’s blog: http://www.mom-101.com/ Cool Mom Picks: http://coolmompicks.com/

Talk to Liz on Twitter: @mom101

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This is meredith

She really likes play.

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She knows so much about toys, games and play that she gets invited on tv to talk about them.

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Here she is on the Today Show.

Pretty rad, huh? www.askaprgirl.com

Meredith’s blog: http://www.themeredithsinclair.com/ Talk to Meredith on Twitter: @ hoo_dee_hoo

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This is jessica.

She is a mom blogger in LA and is known for tackling tough parenting topics. She has

appeared everywhere from Dr. Phil to CNN doing just that.

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Here she is commenting on whether or not little girls should play with the “Breast Milk Baby”

doll.

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Jessica’s blog: http://jessicagottlieb.com/ Talk to Jessica on Twitter: @JessicaGottlieb

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3. Create

something viral

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This is jenna

anne. www.askaprgirl.com

She is a twenty

year old tumblr

celebrity.

She created a video called “What You Need to Know about Tumblr.” It went viral. Now she has

over 40,000 Tumblr followers.

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This is hannah

hart.

She made a cooking show while she was drunk to cheer up a friend. That cooking show now has

over a million views and Hannah has a new career.

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4. Share a story

with a reporter

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This is me. {hi!}

I wrote a post asking women to write letters to their twenty-something selves. I convinced a

few of my blogger friends to write the first letters and then I emailed reporters and told

them what I was doing.

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They wrote

about it.

My traffic more than quadrupled.

And I landed a book agent.

5. Guest posts

You can read more about how you can leverage guest posting here.

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How-to: create a

pr strategy

for you.

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What are you hoping to achieve?

1. Set a n

objective

Attract more readers?

Show you are an expert so you can land a book deal?

Promote and sell a product?

Land more speaking engagements? www.askaprgirl.com

Who are you trying to reach?

2. Find your

audience

How can you reach them?

How can you reach them in a way that supports your objective?

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What ARE key messages?

3. define your

message

Clear, concise, memorable thoughts that align with your business objectives.

The thoughts you most want your audience to remember above all else.

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Create a list of media outlets your audience reads/watches/listen to.

4. Find media

Find editors that already write about the topic you are interested in talking about.

Find their contact info.

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Email them your idea. Keep it short and sweet.

5. Pitch, Pitch, Pitch

What kind of stories can you pitch?

Share tips from your expertise. (like Liz)

Comment on a hot topic. (like Jessica)

Tell them about interesting things you’re doing (like me)

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You’ve never

written a pitch

before?

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Don’t worry I

made you

examples.

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Pitching yourself as an expert?

Take this and make it your own:

Hi (editor’s name),

I am (your name) from (your website) where I share tips and stories on (topic you write about).

I wanted to reach out in case you were working on any stories about

(topic you write about or hot topic you want to comment on). If you are ever looking for an expert in this area feel free to reach out.

Thanks,

(your name)

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Pitching a story?

Hi (editor’s name),

I just launched (insert your event or project) and wanted to reach out and see if you might be interested in sharing it on (insert media

outlet).

(insert two lines summarizing what you are doing)

Here is a link with more details: (insert link)

Let me know if you have any questions.

Thanks,

(your name)

Take this and make it your own:

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Questions?

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About Cassie

Cassie Boorn is a writer, social media specialist, entrepreneur and

PR girl who has built digital programs for Fortune 500

companies, entrepreneurs, small businesses and bloggers.

Read Me: http://askaprgirl.com/ Talk to Me: @CassieBoorn

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