PRiming the Pump

• Owned, Paid and Earned Media

• Public Relations

• Media Relations

• PR Tips

• Questions/Comments

COMMUNICATIONS CHANNELS

Owned Paid

Earned

OWNED MEDIA

OWNED MEDIA

• Positive: Message Control

• Negative: Lack of Credibility

MeMe

Me

PAID MEDIA

PAID MEDIA

• Positive: Message Control

• Negatives: Lack of Credibility and Over Saturation

People see up to 5,000 ads per day

- Louise Story, The New York Times

EARNED MEDIA

EARNED MEDIA

• Positive: Establishes Credibility

• Negatives: Lack of Message Control

“Of the three media types you’ll find in social marketing – paid, earned and owned – earned media is the holy grail because it fulfills the unique promise of creating authentic social proof for your brand.”

- Victoria Ranson, Mashable

WHAT IS PR?

“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

- Public Relations Society of America (PRSA)

PR

Media Relations

Internal Communic

ation

Reputation Manageme

nt

Community Relations

Crisis Communic

ation

Media Relations

SIMON SAYS: TRY THESE TIPS

1. UNDERSTAND THE MEDIA’S PERSPECTIVE

• Writers/Reporters

• Editors/Producers

• Photographers/Videographers

• Bloggers

2. KNOW WHAT’S NEWSWORTHY

3. STUDY FIRST, PITCH SECOND

Radio Sound

Print Facts

Television Visuals

4. TARGET

Nicole Brewer, CBS 3 Lisa Thomas-Laury, 6 ABC

John McDevitt, KYW Peter Crimmins, WHYY

5. BUILD A RELATIONSHIP

• Comment on stories online.

• Connect via Facebook, Twitter.

• Suggest a deskside briefing.

• Follow up, follow up, follow up.

6. SAY THANK YOU

7. CELEBRATE AN ANNIVERSARY

8. WIN AN AWARD

9. JUMP ON AN ISSUE

10. ANNOUNCE YOUR BUSINESS NEWS

Q: What if I don’t have a major opening, event or campaign to announce?

Simon Says: Highlight your employees!

• Identify the new hire or promotion you’d like to feature.

• Collect background.

• Write a news release.

• Provide an image.

PERSONNEL ANNOUNCEMENTS

PERSONNEL ANNOUNCEMENTS

Media

TRADITIONAL ALUMNI ASSOCIATIONS

PR TIPS

Understand the media’s perspective

Know what’s newsworthy

Study first, pitch second

Target

Build a relationship

Say thank you

Celebrate an anniversary

Win an award

Jump on an issue

Announce your business news

QUESTIONS? IDEAS?

Simon PRLisa Simon, Presidentlsimon@simonpr.com

215-545-4715 x22

THANK YOU!