pr power
DESCRIPTION
Build your brand with public relations. This pr primer provides tips on how to influence public opinion with the power of public relations.TRANSCRIPT
The Power of PR
Karen Spillers
CorpComm Strategies“Public Relations To Influence Public Opinion”
What’s needed for success?
A solid plan that will help you make better
decisions about opportunities.
Why do I need a plan?
Public relations is your “roadmap” for how to
reach your audience with key messages.
How do I develop a plan?
Align your public relations goals with your business goals
Keep it short and simple Prioritize and focus your goals Think objectives, strategies, tactics
What does a plan look like?
Primary Business Strategy Public Relations Goals Target Audience Research Tactics Measure Results
Primary Business Strategy
Increase sales/clients Raise more monies Recruit people
Public Relations Goals
Increase awareness Position yourself as an expert Integrate marketing tactics
Target Audience
Existing Prospective Centers of Influence Media
Research
Organizations Media Existing marketing opportunities
Tactics
Social Media Traditional Media Alliance Marketing Cause Related Marketing/Community Relations
Social Media
Facebook Twitter LinkedIn You Tube Pinterest Google Plus Four Square
Digital Media
Website Blogs Ebooks/White Papers E-Newsletter
Media Relations
Pitch Story Ideas News Releases Letters to the Editor Bylined Articles/Ezines
Alliance Marketing
Speaking engagements Event sponsorships Organization memberships Legislative initiatives
Cause Related MarketingCommunity Relations
Fundraisers Sports Teams
Media Kit
Short biography/photo News releases Tip sheet Ebook/White Paper General brochure/Fact Sheet Reprints Annual report
News Releases
New Products/Services Anniversaries/Milestones Community Involvement Designations/Awards Personnel Announcements Industry News Triggers
Tip Sheet
A list of 5-10 tips that illustrates your expertise and offers ideas for solving or preventing a problem
Include examples Avoid blatant self promotion
Media Engagement
Regularly read the blog/newspaper Write when you agree/disagree/your business
was overlooked Keep it short (250-300 words) Make a central point Emphasize your credentials Include your name, title, business Keep your tone positive, respectful and professional
Bylined Articles/Ezines
Determine which publication/website would best reach your target audience
Introduce yourself and idea Meet the deadline Maximize reporting with reprints
Media Interview
Develop your key message Write down potential Q&A Call reporters back ASAP Ask about the reporter’s agenda Cooperate Know the media Consider media training
How will you be successful?
Focus on quality over quantity Follow your plan Evaluate your plan at 6 or 12 months
Keep PR in perspective
It can create or build awareness for your business
It can’t immediately sell your product/service, produce referrals or bring recruits in the door
Provides an opportunity to focus your message and audience
The Power of PR
Karen Spillers
CorpComm Strategies“Public Relations To Influence Public Opinion”
www.corpcommstrategies.com