Yulu Communications Media Relations Presentation

By Melissa Orozco

Yulu CommunicationsMedia Relations 101

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Agenda

• Media Relations Tactics

• PR STUNTS! Are they effective?

• Media FAM trips

• Public/Community Relations

• Media Tours / Campaign Tours

• Social media and PR (contests/blogger relations)

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Meet Yulu

Our name “Yulu” translates to “words to a journey.” We work with our clients to find the right words to share their story with the world.

Yulu is a small group of professional storytellers that specialize in lifestyle, hospitality and real estate PR.

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Media Relations

Pitching techniques and some truths about the media:• When pitching, timing is key

• Create significance for your pitch

• How to pitch TV, print, radio and online

• Reporters are people too

• Reporters/assign desks can smell fear

• The media knows when they’re being pitched, so try to keep it real

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Media Relations

Pitching technique tip No. 1

Make sure your pitch is timely in some way.

Hijack current events and plug your clients for the story

“Issues hijacking”

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Issues Hijacking

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Media Relations

Pitching technique tip No. 2

Make sure your pitch is significant in some way.

Position your client’s product or service as the “most, best,

first, last, highest, lowest, shortest, oldest or longest” at

something.Join the conversation on Twitter at @YuluPR

Best Job in the World

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Pitching Media

Pitching technique tip No. 3

Make sure your pitch is tailored for the correct media channel (print, broadcast, online, etc.)

Pitch visuals for TV; interview subjects or sound clips for Radio; quotes/interviews and photos for

print.

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Know the Media

Some truths about the media:

• Reporters are people too

• Assignment editors can smell fear

(they won’t be confident in your story if you’re not)

• The media knows when they’re being pitched, so try to keep it real

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PR Stunts!

PR STUNTS: Are they effective?

• Echo – Air Force One

• Coast Capital Savings – You’re the Boss

• New York City pop-up Restaurant

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Echo – Air Force One

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Coast Capital Savings “You’re the Boss”

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Coast Capital Savings “You’re the Boss”

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Coast Capital Savings “You’re the Boss”

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New York pop-up Restaurant

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Media FAM trips

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What is a FAM Trip?

• Show media your product/destination in detail – have them experience it

• Connect with local tourism group

• Show them a good time and they will write about it

• Great way to build on your “media relations”

Media FAM trips

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Media FAM trips

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Media FAM trips

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Media FAM trips

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Public/Community Relations

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Media Campaign Tours

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Prep for a media tour:

• Make sure your client is a good public speaker

• Capitalize on travel opportunities

• Make sure your follows the schedule (pay attention to time zones!)

• Prep your client thoroughly for each meeting

Media Campaign Tours

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Make sure they’re a good public speaker

Media Campaign Tours

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Social Media

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Social Media and PR:

• Blogger relations

• Replying to bad social media comments

• Creating communities

• Customer service platform

• Unforeseen opportunities present themselves

Advice for a new PR grad

• Intern at an agency if possible- Agencies are like PR boot camp – you

will learn a lot!)

- Agencies will allow you to see the many industries that you can consider if you decide to go in-house somewhere later

• The smaller the agency or company you start with, the more hands-on experience you will gain

Keep in touch!

Website: www.YuluPR.com

Twitter: @YuluPR

Facebook.com/YuluCreative

604-558-1656

Melissa@yulupr.com / @604PR

Ashley@yulupr.com / @AshLetts