Public Relations 101:The Basics of “Earned Advertising”

Enterprise UniversityAnn Marie Mayuga, AMM Communications LLC

Mary Schanuel, Synergy Group Marketing Communications

Today’s take-awaysThe Message - every company has a storyDefine your storyIdentify your audiencesCommunicate your storyUnderstand the media tools

Marketing umbrellaAdvertisingE-MarketingPublic RelationsReferrals

Why public relations?Communicates

strengths to target audiences

Enhances credibilityIncreases awareness

Communicating strengths

Products and servicesBenefits and solutionsKey messageTailor message to audiences

Defining your messageHow is your company perceived by employees,

peers, competitors, customers, prospects?How do you want to be perceived by the public?

Key Messages

What sets you apart?What makes you a credible

source?Why would a reporter want to

interview you?Why would a viewer, listener or

reader want to know what you have to say?

Public relations tacticsWeb siteInternal communicationsMedia relationsE-newsletter, E-blastsBlogSocial media

Web site reviewA positive, competitive imageEasy navigationSmart informationUpdated oftenSearch engine friendly

What makes a Web site useful to a reporter?

Media relations What is media relations?Tools

Editorial calendars Media advisories Media familiarization meetings Media lists News releases Story pitches

Anatomy of a story pitchIs this a current story idea?How is this story idea of interest to the reporter?How is this story idea of interest to the readers, viewers

or listeners?Why are you a good source?

Working with the MediaOnline

BlogsPrintRadioTelevision

On-line MediaBlogsOn-line publicationsOn-line versions of print publicationsReporters’ blogsSocial media – LinkedIn, Facebook, etc…

The News ReleaseWhat is it?How is it used?Does it work?Writing your boiler plate

Inverted Pyramid News Writing Style

Who…What…When…Where…Why

Important Information

Other Details

Lesser Details

Your virtual imageSearch engine optimization (SEO)Google factorSocial media presenceCorporate blogAgency on-line activityCompany Web site

Maximizing PlacementsWhat makes a good placementIncorporate into your marketing

Web siteE-newsletters

Secure permission, if necessary, from media outlet

Crisis CommunicationsWhen is it a crisis?Plan ahead for a crisisIndentify your crisis teamDon’t take the bunker mentalityRemain calm at all timesBe forthcoming with information

Journalists online

Sources for stories

New ways to connect

Social networking*:Advantages

Connect with lots of new peopleGet the word out without an intermediaryEstablish yourself as expert in your fieldConnect with clients

DisadvantagesCan consume lots of timeMost connections don’t amount to paying clients

*Credit: “Strategies: Which social networking site is best for your small business?” by Rhonda Abrams,May 15, 2009, USAToday.

What are they? – 140 characters; establish a base of

followers. Quick hits. – Focused on helping professionals

connect. (Facebook) – Social networking site for family

and friends. Use to create business fan page.

– Site is all videos. Post video of your products for prospects.

Differentiated? Oops!Share and discover what’s happening right now, anywhere in the world.

Facebook helps you connect and share with the people in your life.

Connects you to trusted contacts and helps you exchange knowledge, ideas and opportunities with a network of professionals.

A place for people to discover and share content from anywhere on the Web.

QuickTime™ and a decompressor

are needed to see this picture.

Today’s take-awaysThe Message - every company has a storyDefine your storyIdentify your audiencesCommunicate your storyUnderstand the media tools

Questions & Answers