Introduction to Public Relations by Jeff Zelaya

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Introduction to Public Relations

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o Lululemon (LULU 47.15 ↑0.00%) Athletica (LULU) stock was obliterated to the tune of 17.5% today on sudden and unexpected news that its CEO, Christine Day, would be stepping down. The stock had reached a 52-week-high of $82.50/share yesterday, literally moments before the resignation announcement in after hours. LULU, the yoga clothing specialist, sells $98 yoga pants and $58 tank tops, and sells enough of them that the company was valued over $11 billion on a market cap basis yesterday, before losing almost $1.5 billion in value today.

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Public relations is the practice of managing the spread of information between an individual or an organization

and the public

-Wikipedia

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• Company + Product Launch• New Hire• Upcoming Event or Trade Show• New Partnership• Breaking News• Financial Disclosure • Crisis Control

When can we use PR?

Forms of PR

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• Pitching Media• Press Release• Applying for Awards• Getting Quoted• Stirring Controversy• Speaking Opportunities • Getting Reviews• Blogger Outreach• Social Media Engagement• Hire an Agency• Media Tour• Monitoring

PR Tactics:

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o Create awarenesso Brand protectiono Save $$ over advertisingo More believable o 3rd party validationo Differentiate from a competitoro Leadso Sales

Benefits of PR

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• A form of inbound marketing

• Involves the creation and sharing of media in order to acquire customers.

• Formats include:―News, videos, white papers, e-

books, infographics, case studies, how-to guides, Q&A’s articles, photos, etc.

Content marketing

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Content Marketing Considerations

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