webinar: pr 101 25 sheppard ave. west, suite 300, toronto, on m2n 6s6 | 416.907.2560 |
TRANSCRIPT
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Webinar: Webinar: PR 101PR 101
25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
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25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
About Gabriel PRAbout Gabriel PR
• A Public Relations & Communications Agency• In business since 2007• Specialties: Online Marketing, Branding &
Communications, Media Relations• Industries: Coaching/mentoring, publishing,
fashion/beauty, health/fitness, financial services, film & television, tradeshows/events, non-profit
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25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
About Sandra GabrielAbout Sandra Gabriel
• From Montreal, Quebec GO HABS! • Studying & practicing PR/Communications for 9 years• Public Relations Certificate Ryerson University, Class of
2004 • BA, Applied Communication, Royal Roads University, Class
of 2008
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25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
• What is Public Relations? PR overview and best practices
• PR Tools & Resources: Have your pen and notepad handy!
• PR & Social Media• Your Communication
Calendar: Get your calendar out for this one :-)
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25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
What is Public Relations?What is Public Relations?
Public Relations is the strategic management of relationships between an organization and its diverse publics, through the use of communication to achieve mutual understanding, realize organizational goals and serve the public interest.
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25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
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25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
PR Best PracticesPR Best Practices• Segment and target: DO NOT
mass message people. Get to know your public and open conversation with them.
• Be transparent, especially personal brands
• Give before you receive• Open door policy• Be consistent in your
communication but don't be afraid to shake it up
• New media “shaker uppers” coming up!
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25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
PR Tools & ResourcesPR Tools & Resources
Have your pen and notepad Have your pen and notepad handy!handy!
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25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
Eyes & Eyes & EarsEarsFor listening and For listening and learning about your learning about your public. Do your public. Do your researchresearch!!!!
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25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
eMail ListeMail List
• Typically starts with Typically starts with friends and familyfriends and family
• Expand to contacts and Expand to contacts and potential customerspotential customers
• Segment for mediaSegment for media
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25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
News ReleaseNews Release
• What’s happening at your What’s happening at your company or in your company or in your business?business?
• Use free PR distribution sitesUse free PR distribution sites• Press Releases for Press Releases for
newsworthynewsworthy stories only stories only
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25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
NewsletterNewsletter
• Include recent news, Include recent news, promotions, external promotions, external contentcontent
• Mail Chimp, Constant Mail Chimp, Constant Contact, iContactContact, iContact
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25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
Website/BlogWebsite/Blog
• Your online hubYour online hub• Your 24/7 employeeYour 24/7 employee• Include a press room/news Include a press room/news
sectionsection
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25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
Social MediaSocial Media
• Facebook, Twitter, Facebook, Twitter, LinkedInLinkedIn
• No time? Make time!No time? Make time!• Social Media Marketing Social Media Marketing
in 10 minutes or less a in 10 minutes or less a day? Stay tuned ;-)day? Stay tuned ;-)
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25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
PR & Social MediaPR & Social Media
Using new media “shaker uppers” Using new media “shaker uppers” to get public attentionto get public attention
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25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
Video/ImagesVideo/Images
• Use handheld or tabletUse handheld or tablet• Quick 2-5 minute videosQuick 2-5 minute videos• Share video on YouTube Share video on YouTube
or Vimeoor Vimeo• Share images on Share images on
Instagram, Pinterest, Instagram, Pinterest, FacebookFacebook
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25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
PodcastPodcast
• Create audio shows with Create audio shows with interviewsinterviews
• Create your own radio Create your own radio show on show on BlogTalkRadio.comBlogTalkRadio.com
• Share on iTunes Share on iTunes
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25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
Social MediaSocial Media• Engage dailyEngage daily
• Like somethingLike something• Share somethingShare something• Comment on somethingComment on something• Follow someoneFollow someone• Make friendsMake friends
• Connect with journalists on Connect with journalists on Twitter & LinkedInTwitter & LinkedIn
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25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
Your Communication CalendarYour Communication Calendar
Get that calendar out!Get that calendar out!
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25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
Month X
Mon Tue Wed Thur Fri
News release launch
Blog Blog
Newsletter
Video
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25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
Month X
Mon Tue Wed Thur Fri
News release launch
Blog Blog
Newsletter Video
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Month X
Mon Tue Wed Thur Fri
News releaselaunch
Blog launch
Blog launch
Month W – 1 month ahead
Mon Tue Wed Thur Fri
News releaseproduction
Blog production
Blog production
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25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
What to research?What to research?• Customer• Influencers• Media• Events• Competitors• Potential connections/partners• Online/social media groups and
forums• Content - video, audio, blogs,
articles and white papers on the product/service
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Month X
Mon Tue Wed Thur Fri
News releaselaunch
Blog Blog
Month W
Mon Tue Wed Thur Fri
News releaseproduction
Blog production
Blog production
Month V
Mon Tue Wed Thur Fri
Research
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25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
SummarySummary
• Know your public• Target communication• Be consistent• Know the tools and
resources available to you• Plan ahead
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25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
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25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
QuestioQuestionsns
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25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
Contact UsContact [email protected]
LinkedIn: LinkedIn: http://ca.linkedin.com/in/sandragabriel
Facebook: Facebook: http://www.facebook.com/TheGabrielPR Twitter: @cafegabriel Twitter: @cafegabriel YouTube: YouTube: http://www.youtube.com/user/TheCafeGabriel
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25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca