Pr diy tips and tactics_sept 18 2012_s_share

Do-It-Yourself (DIY) PRDo-It-Yourself (DIY) PRBy Kittima SethiBy Kittima Sethi

What this session will cover:

• What is PR and what is not PR

• Benefits of PR

• Downsides of PR

• Six DIY Media Relations tips and tactics

• DIY PR Ideas

Communicating your organization’s messages at the right time and in the right place to the right audience

What is Public Relations (PR)?

Reputation:Building good relations with the

company’s various publics

What is Public Relations (PR)?

Building and Managing Relationships with media

What is Public Relations (PR)?

Gaining editorial coverage in the media for free

What is Public Relations (PR)?

It isn't always about short-term campaigns, such as product launches.

What PR is NOT

It includes longer-term strategic plans, such as brand building and working with

local or global communities.

Advertising

o More control over placement, content and timing of message

o Target audience

o Strive to sell product

o Descriptive language

o Expensive

PR

o Third-party endorsement gives credibility and objectivity

o Cost effective

o Increase search engine visibility

o Shaping image

o Priceless

What PR is NOTIt is not advertising

Benefits of PR Reaches a wide

audience Educates people Placement Credible Detailed coverage Image Building Lead generation Attract employees Access to funding

and investors

Downsides of PR

• No control over story, content, size or placement

• PR event or release may get “bumped”

• May misfire through lack of coordination with marketing department or inconsistent communication

Six DIY Media Relations Tips and Tactics

1. Develop a Strategy

2. Identify your audience

3. Create a media list

4. Crafting the story

a) Timing

b) Significance

c) Prominence

d) Human Interest

4. Crafting the story

a)Timing

b)Significance

Disease Outbreak

Tax evasion

4. Crafting the story

c) Prominence

d) Human Interest• Toyota gifted cars to Thai Paralympic gold

medalists

4. Crafting the story

5. Prepare a press release

Press Kit Press release Fact sheet Profile Photo

6. Pitching to media

Know your reporterWho, What, Where, Why and HowShort and simplePractice your pitch

DIY PR Ideas• Releases• Events• PR Stunts• Product demo• Social media• Testimonials• Junkets• Endorsements• Speaking events