Handling Basic Public Relations(DIY approach for SMEs)

Presented by: Andrew Chow

What willthis be?

YOU

What kind ofNews Maker?

Ice Breakers

20 Tips

Understanding Publicity1

Understand what is News to the Media

2

Build and Maintain Positive Relationship

3

Know Your Rights with the Media

4

Prepare concise press release5

Do not Just “Press and Release”Pitch after that!

6

Always Prepare for Radio Interview

7

Preparing for Television interview

8

Master the Art of Media Pitching

9

Managing Press Conference(date / location / invitation / actual day)

10

Crisis Management Skills(10 hard questions)

What happened?Why did it happen?Was anyone injured or affected from it?Could this have been prevented?Has this ever happened before?Currently, what are you doing about it?When will the problem be solved?How will you prevent this from happening again?Did you know this was going to happen?What would you like to say to those affected?

11

Extreme Crisis, Extreme CEO 12

Give reporter special access13

Contribute article to the press14

Keep your sound bytes under 30 seconds

15

Use photography or visuals to enhancethe possibility of a story being run

16

Realize that you have no control over the content, format and timing of report

17

Be sure all information you useis accurate

Bee Or Bug?

18

Look out for major upcoming events to align your publicity

19

Always project a positive image about Singapore when dealing with International Media

20

10 Pitfalls

Do not expect a perfect story1

Do not say anything “off the record”

2

Do not say the word

“Publicity” during interview

3

Avoid saying your company name during interview

4

Do not disclosure company confidential information unless you are cleared

5

Do not offer a 2nd journalist an exclusive unless the first one has rejected your offer

6

Do not ask for the soft copy of the story before it is published

7

Do not threaten journalists with reduction of advertising budget if story is turned down

8

Do not be a Business Marketer, Be a Content Provider

9

Do not ever send false company information

10

5 Case Studies

One On One Express

1

Craft your press release like how you wish to be reported

1

Briefing Advocatefor your Business

• Prepare a FAQ list

• Set the OB markers

• Rehearse if possible

1

Dating@Sea 2007

2

Same Event; 3 Different Angles

Event : Cruise for Singles (Dating@Sea)

•Story 1 : Cruise•Program•Profile•Place

•Story 2 : Employer for staff welfare•Who, What, How?

•Story 3 : Competitors in strategic alliance

•Sharing•Variety•Mega

2

Same Event, 3 phases

Event : Cruise for Singles (Dating@Sea)

•Pre : Pitching•Radio Talk•3 Magazine Announcement

•Event : interview•1 event for 3 stories

•Post : Follow up stories•3 TV report : Ch News Asia, Ch 8, Ch U•3 magazine features•1 online video features

2

Pre Event

Radio Interview

2

Cruise

1 May 07Cruise – dating@sea

2 May 07Cruise – Staff Welfare

3 May 07Cruise – Competitors in alliance

2

Post Event

Lifestyle (Eng & Chinese) The Peak (Eng & Chinese)

2

Media loves to “coin” new names2

Dating@Sea

•Love Boat•Sea of Love

Thematic Event Marketingrevolving around Movies

3

Working with Partners for good stories3

Lifestyle + Entertainment

3Working with Partners for good stories

Working with Partners for good stories3

Siblings & BuddiesConnection

4

Be Creative, Use new ways for old concept. 4

Ideas….Insights….Interview

5

Report insight – eg Survey

• NetProfit Quest – Announcement of survey results for Social Media Usage among SMEs

5

Need More Help?

Positive Business Minute(22 days on Radio 938live)

Andrew Chow

Training & Consultancy

Andrew Chow a.k.a Ideasandrew

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