PR Best Practices for Small Business

From Personal Relations To Public Relations

Shonali Burke, ABCPresented at Social Commerce Camp – DC

February 20, 2010

PR Best Practices for Small Business Success

WHAT THE %*!$ IS PUBLIC

RELATIONS?

Spinning lights: http://www.flickr.com/photos/loupiote/399354675/Bee: http://www.flickr.com/photos/emeryjl/2929259485/Media: http://www.flickr.com/photos/seattlemunicipalarchives/4252486926/

http://www.flickr.com/photos/bitchcakes/4363522761/

PUBLIC RELATIONS IS ABOUT

RELATIONSHIPS

BE PRESENTABLE

HOW WILL YOU MAKE YOUR

CUSTOMERS’ LIVES BETTER?

GET TO KNOW YOUR AUDIENCE

IF A TREE FALLS…

http://www.journalism.org/analysis_report/how_news_happens

http://www.journalism.org/analysis_report/how_news_happens

WHAT ARE YOUR MEASURABLE OBJECTIVES?

Smithsonian’s National Portrait Gallery

First-ever Outwin Boochever Portrait Competition (2005-2006)

Courtesy: National Portrait Gallery

What was the problem?

• NPG perceived as outdated• Lack of connection with today’s artists• Portraiture not perceived as “cool” or “hip”• Aimed to reach emerging & mid-career

artists• Needed to secure 2,000 entries for the

contest to be viable

Courtesy: National Portrait Gallery

What We Did• Media outreach• Media buy• Direct mail• “Portrait of an Artist”

Courtesy: National Portrait Gallery

4,000+ entries (double goal)

Questions?

Thank you!

Find this presentation online at: http://www.slideshare.net/shonaliburke

You can find me at:E-mail: sburke@shonaliburke.com Twitter: http://www.twitter.com/shonaliBlog: www.WaxingUnLyrical.comWeb: www.shonaliburke.comSkype: sburke15

Photo: http://www.flickr.com/photos/27546063@N03/3717938304/