RISA B. HOAGPRESIDENT, GMG PUBLIC RELATIONS,
INC.845-627-3000
Public Relations in the “Modern World”
NO FORMAL AGENCY EXPERIENCELEARNED BY DOING!
PERSISTENCE: WOULDN’T TAKE NO FOR AN ANSWER
BEGAN 1986 – THE CORPORATE STORK1987 – 1991 – ERNST & YOUNG
1991 GLOBAL MARKETING GROUP1996 INCORPORATED TO FORM GMG PUBLIC
RELATIONS, INC.
My Background
OLD PRSA DEFINITION: “PUBLIC RELATIONS HELPS AN
ORGANIZATION AND ITS PUBLICS ADAPT MUTUALLY TO EACH OTHER.”
NEW PRSA DEFINITION:“PUBLIC RELATIONS IS A STRATEGIC
COMMUNICATION PROCESS THAT BUILDS MUTUALLY BENEFICIAL RELATIONSHIPS BETWEEN ORGANIZATIONS AND THEIR
PUBLICS.”
What is Public Relations?
NEWSPAPER AT THE END OF YOUR DRIVEWAY?NEW YORK TIMES ON LINE?
PATCH.COM EMAILS?ZYTE ON YOUR IPAD?
TWITTER FEEDS?TODAY SHOW?CNN ALERTS?
GOOGLE ALERTS IN YOUR INBOX?ETC. ETC. ETC. ETC.
Where do you get your news?
Timeline of PR in My World
Traditional USPS Mailing of Press releases, press kits, pitching, etc………………………………………….…………......……………………………………………………………………………………………………………………………………………………………………………………………………………………………………...………………………………………………….…..........................……………………………………………Email………………….....…………………………………………………………………………………………………………………………………………………………………………………………………………...Social Media………
Social Media in My World
Embrace It or Fall BehindIdentify Hubspot as Great ResourceCertified Inbound Marketing ProfessionalMoving Train, Hop On or be Left Behind!
PR Tools
BEFORE….Press ReleasesPress KitsAuthoring ArticlesFeature ArticlesExpert Interviews
Print, Radio, TVSpeaking Opps
NOW! LEFT COLUMN PLUS THIS COLUMN! Blogs Websites Twitter Facebook LinkedIn Pinterest FourSquare Manta Google Places Google Plus Proskore Yahoo Bing Merchant Circle CitySearch Yelp YellowPages.com Hotfrog Local.com Thumbtack Branch out ETC. ETC. ETC.
NOT AT ALL , ALIVE AND WELL!
NYS/WBE PLACEMENT STORY
WHAT’S CHANGED:MUST MARRY IT TO WAY MORE THAN JUST THE
ADVERTISING
So is PR dead?
Recent Placements for Clients
In the past 4 months: Cover Journal News Weekend Section Daily News Full Page Article Several West/Rock/Bergen Parenting Magazines Wall Street Journal Website Multiple Patch Sites Many local newspaper placements WFAN WCBS News 12 Today Show Hundreds of web hits, Twitter mentions, FB shares, ETC.
OUTLETS OUT OF BUSINESSOUTLETS DOWNSIZED
OUTLETS MERGEDLESS PEOPLE DOING MORE WORK
ONLINE STORIES AND PRINT STORIES; NOT ALWAYS THE SAME
SMALLER LOCAL OUTLETS DOING WELL; GREAT LOCAL TOOL AND RESOURCE
SOCIAL MEDIA NOW A PR JOBALL HAS TO BLEND – BRANDING!
Industry Changes
SOME PEOPLE GET PR, SOME PEOPLE DON’TSHOULD BE PART OF AN OVERALL PLAN
IT CAN TAKE AWHILEIT CAN HAVE A BIG IMPACT
IT IS A CHALLENGEYOUR STORY MAY NOT BE AS GOOD AS YOU
THINK IT ISPR MAY NOT INCREASE SALES
PR MAY GREATLY INCREASE SALESYOU GET THE IDEA!
Expectations
Keys to Effective PR
Knowing the editors, producers, when possible, etc.Understanding their needsUnderstanding their audienceReading, listening, watchingWriting wellPitching effectivelyFollowing up to a pointConsistencyTie-in to all other marketing Tracking, tracking and more tracking, then reacting
Establishing a Plan
Create a CalendarEstablish tasks and work backwardsDecide who’s in charge of each task,
externally and internallyCheck in weekly or every other weekTrack and EvaluateKeep goingTie in to all social media
Social Media Tie In
Establish an EventWrite the releaseDistribute to mediaPost it to your website/blogTweet with link to website – keep tweeting!Post to your FB with link to website – keep posting!Post to numerous online calendarsAsk others to retweet and sharePost as event to FB, LinkedInUpdate with new information oftenCreate dialogue, engage
Opportunities
Launching a business or new division Launching a new product or service Improving or updating a product or service Opening a new office or expanding an existing one Hiring new employees or promoting existing ones Announcing awards received by the company or its employees Announcing milestones or certifications Hosting a survey and announcing the results Hosting a focus group and promoting the results Announcing speaking engagements Hosting seminars or workshops Offering useful information, tips or advice Offering seasonal tips or trends and information Touting a controversial opinion on important topics or issues in your industry Focusing on human interest stories about you or your employees Announcing involvement in special events Donating or volunteering with a charity or non-profit organization Cross promoting or partnering with another business Announcing a toll-free helpline or hotline BE CREATIVE!!!!
Be Creative!
A few of our successes:Eastridge Properties – Paper Doll ChainScotland – Evolution of the Kilt, Sean
ConneryMorton’s The Steakhouse– The Giving TreeIMAX – Swirling Money Booth, Snow DayAuberge Maxime – The French Chef’s WifeDary Rees – Press Conference in a BoxThe Wartburg – the potato in a box!
Case Study:Bounce! Trampoline Sports
Tokyo TV