WHAT DOES A PR PERSON DO?

• Spreading information between an individual or organization and the public

• Reputation management• Generating publicity

FINDING COMMON GROUND

SUCCESS =STRATEGY + CREATIVITY + STORYTELLING

1. STRATEGIZE

• Make a plan• Define your objectives• Know your audience• Define key messages

2. DO UNTO OTHERS…

• Treat your relationships like gold• Make friends• Push and pull!• Don’t take rejection personally• Help the media out even if it doesn’t help you• Make the media a priority (time is money)

3. GET ON THE PRESS TRAIN

• Know what is newsworthy & listen• Crawl before you walk• Understand the media outlets and their

readers before you contact them• Great visuals – not some crummy iPhone pics

(no offence!)• Be creative & tell stories

4. PAY ATTENTION TO THE DETAILS

• Watch out for spelling/grammar mistakes• Avoid attachments • Make use of your prime real estate• Keep it simple• Never expose your contacts• Email is king (unless someone calls you first)!• Think about your subject line

5. LET’S GET PERSONAL…

• Use them if you must but nobody loves generic email blasts

• Think about how to work with the parameters of the outlet (online or off) to benefit both parties

6. NOBODY LIKES A SPIN DOCTOR

• Work with what you’ve got. Don’t fabricate stories. People want authenticity, not spin. And yes, journalists and bloggers are people too.

7. COOL. WE GOT PRESS.

• Thank people• Share the love• If applicable, PR the PR

8. FOR BETTER OR WORSE…

• Hope for the best, plan for the worst• “It takes 20 years to build a reputation and 5

minutes to ruin it.” – Warren Buffett• 5 Tips for Handling a PR Crisis: Assess, Admit,

Address, Atone, Adapt

8. FOR BETTER OR WORSE…

• Focus on trust• Communicate early and often• Listen for others’ concerns• Share information• Simplify• Monitor all communication channels – always

know what other people are saying about you!

QUESTIONS?