Pr 101 creating change
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PR 101Getting Your Story Told
Michelle Russo
Senior Vice President
Corporate Affairs and Communications
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What is public relations?
• Representing your organization• Creating trust in your brand• Defining perception of your services• Building relationships• Understanding the needs and interests of others
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Strategic Public RelationsMore valuable than ever before
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Strategic Public Relations
…But with more challenges
• Economic pressures – on us, on them• Competitive marketplace• More noise – voracious news cycle• Social media – losing message control• Traditional outlets shrinking
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Key Steps
• Designate one point of contact for media• Set achievable goals
– Align PR goals with Organizational goals• Select key targets• Refine your message• Identify surrogates• Start building relationships before you pitch a story
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Developing Your Message
• Tie to mission• Concise: Less is More• Answer: Why should they care?• The KISS Rule
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PitchingCreating Your Elevator Speech
• Contextualize and paint the picture• Make it Newsworthy -- Use Data• Look for a hook: recent trend, new angle?
– Create relevance– Draw connections to current events
• Don’t wait until the last minute• Respect the reporter’s deadlines
– Morning calls are best
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Reporter Relationships
• Build them before you need them• Know their beats and coverage areas• Read their recent stories• Know the publication and its audience• Become a resource for them
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Preparing for an Interview
DO:• Have three positive message points• Research the reporter and publication• Speak with authority• Mention your organization’s name frequently• Use stories, analogies and examples• Accept live interviews – You can’t be edited• Dress for success if going on TV• Be enthusiastic!
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Preparing for an InterviewDON’T:
• Answer hypothetical, irrelevant questions• Say “no comment”• Go “off the record”• Say anything you would regret• Feel rushed – Pause, think… then answer• Answer questions that aren’t in your area of expertise• Repeat the negative• Get angry, stop the interview, or walk off• Look into the camera