THE P

R MACHIN

E

WH

AT

IS

IT

AN

D H

OW

DO

YO

U C

RE

AT

E I

T?

allisondevelopmentgroup.com

THERE’S

PR

It’s

all g

ood, r

ight?

AND THER

E’S P

R

No, V

irgin

ia, i

t’s n

ot.

AND THEN…THERE’S A STRANGE TURN OF EVENTS

COMMON MYTHS ABOUT PR

You can control it!

PR REQUIRES LOTS OF

TimeMoneyNews

AnglesStaff

AND…PR IS REALLY JUST A BUNCH OF

SpinSpinSpinSpinSpin

THE PARTY LINE

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

– Public Relations Society of America

PUBLIC

REL

ATIO

NS FOR

THE

REST OF

US

delivering the right message so that the right people receive it at the right time via the right media

WHY

PR?

Believable “editorial” content

Earned mediaThird party

sourceNews worthy

Why

not ju

st a

dvert

ise?

TRADITIONAL PR OUTLETS

N E W S P A P E R S T E L E V I S I O N

TRADITIONAL PR OUTLETS

R A D I O T R A D E J O U R N A L S

IT’S NOT ALWAYS AN EITHER/OR

A D V E R T I S E M E N T P U B L I C R E L A T I O N S

EFFECTI

VE PR U

SES

THE B

EST OF

ALL

WORLD

S Traditional

PR Marketing +

Advertising Non-

Traditional PR

Creating your own PR Machine takes focus, relationships, and persistence.

FOCUS 1. What are you

trying to say?

2. Who are you trying to say it to?

3. Why should they care?

RELATI

ONSHIPS

1. With the media

2. With your customers

3. With the public

PERSIS

TENCE

1. Timing of media cycles

2. Riding the long tail of online sales cycles

3. Opportunity-ready

HOW C

AN YOU B

UILD

YOUR P

R MACHIN

E

TODAY

?

DEVELOPI

NG THE

PITC

H 1. Recognize that you have something of interest to share.

YOUR NEWS HERE:

New certification

Workshop offering

New menu You’ve moved You won an

award Speaking

engagements

DEVELOPI

NG THE

PITC

H 2. Understand that what you’re sharing is not for everyone.

DEVELOPI

NG THE

PITC

H 3. Who can help you communicate it to your audience?

EVALUATE YOUR TRADITIONAL PR SOURCES

Print media Broadcast

media Radio Industry/

Trades Speaking

engagements

DELIVER T

HE PITC

H

1. Mind your manners.

2. Know your audience.

3. Learn to write a press release.

4. Learn to write a pitch email.

A COMBO IS BEST…

Email Social mediaBlogsWebsitesOnline news

outletsOrganic SEO

ENGAGE! ENGAGE!

ENGAGE!

CULTIVATE AN AUDIENCE THAT CARES

SO THAT WHEN YOU TALK…THEY LISTEN.

USE PLATFORMS THAT YOU CONTROL

Website

AND THOSE THAT YOU DON’T

COMBINE THEM FOR BIGGER IMPACT

HAVE FUN WITH IT

PITC

H ME!

YOUR WALK AWAY POINTS

Every business has something of interest to share.

If you don’t share it, who will?

Get to know your local media – don’t be afraid to venture into larger playgrounds.

Get VERY familiar with online media platforms – FB is more than a place to discuss Downton Abbey.

Use those platforms to build your brand via PR.

Touch one, touch them all.

CALL M

E : 828.6

98.6918

eric

a@al

lison

devel

opm

entg

roup.c

om