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An Enterprise University 03.26.10 class, "Public Relations 101: The 'Earned Advertising'" co-presented by Ann Marie Mayuga, AMM Communications LLC, and Mary Schanuel, Synergy Group. It's a how-to in public relations.
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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
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