PR 101Getting Your Story Told

Michelle Russo

Senior Vice President

Corporate Affairs and Communications

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

Strategic Public RelationsMore valuable than ever before

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

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

Developing Your Message

• Tie to mission• Concise: Less is More• Answer: Why should they care?• The KISS Rule

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

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

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!

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

Questions?

Michelle_Russo@discovery.com

www.DiscoveryCommunications.com