PR Primer for Small Business Owners

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This short course will help small business owners identify what news to share and how to share it using a public relations strategy.

Text of PR Primer for Small Business Owners

  • 1. Public Relations Primer For Small Business Owners Denise OBerry www.deniseoberry.com
  • 2. Welcome!
    • Im Denise OBerry and Ill be your guide as you go through this course. Ive worked with many small business owners over the years and each of them have started out asking, Whats public relations? You might be asking the same question.
    • In this short course, Ill answer that question and give you a quick start to using public relations to get the word out about your company.
  • 3. Public Relations Primer Contents
    • Public Relations As A Marketing Strategy
    • How Can My Little Business Be News?
    • How Do I Write A News Release?
    • Sample News Releases
    • Your Turn
    • Where Do I Send My Release?
  • 4. Public Relations As A Marketing Strategy
    • Simply put, public relations is a marketing strategy that can propel your business forward faster than even the best advertising.
    • The keys to getting good press are building relationships with reporters and editors, sending news, and consistently sending out messages building good public relations.
    • Do you read the newspaper or listen to the news? Most of that news began as a news release as part of a public relations strategy. Surprised?
  • 5. How Can My Little Business Be News?
    • Very Easy
    • Youve got lots of news to share about your business, you just need to have the right mindset to discover it.
    • Ready?
  • 6. My Business In The News
    • Take out a piece of paper and pen.
    • Write My Business News Is at the top of the page.
    • Take five minutes and brainstorm whats been happening in your business in the last month. Just make a list as quickly as you can.
    • Go ahead Ill wait
  • 7. My Business In The News
    • So how did you do? You should have been able to come up with at least 25
    • items about your business. Maybe a list to work from would help.
    • 50 Reasons To Issue
    • A News Release
    • www.deniseoberry.com/50reasons.pdf
  • 8. My Business In The News
    • Compare your brainstormed list to the 50 items in the 50 Reasons PDF file. Are there any similarities? Do you see any items on that list that make you say, Oh yea, my business did that!
    • Thats how easy it is to come up with news release ideas. Now set the list aside and well move on to what you will do with that list.
  • 9. How Do I Write A News Release?
    • Writing a news release is pretty straight forward.
    • Three things to remember
      • 1. Your news release is not advertising.
      • 2. You have about ten seconds to grab the reader.
      • 3. Your news release is not about you.
  • 10. How Do I Write A News Release?
    • There are six basic elements that every press release should have in terms of content and appearance.
            • For Immediate Release
            • Contact Information
            • Headline
            • Date
            • Lead Paragraph
            • Text
  • 11. How Do I Write A News Release?
    • Okay, so lets define each of those six elements so you know what goes where.
    • Item #1: For Immediate Release
    • These words should appear in the upper left-hand margin of your release. Some experts say you should capitalize every letter. Ive found thats not critical. If your release date should be some date in the future, indicate for release on that specific date.
  • 12. How Do I Write A News Release?
    • Item #2: Contact Information
    • Skip a line or two after your release statement and list the contact name and title of the person who is the expert for this release, plus your telephone number, company name and an email address.
  • 13. How Do I Write A News Release?
    • Item #3: Headline
    • Skip two lines after your contact information and use boldface , underline or ALL CAPS type for your headline. Your headline should be informative, not full of hype.
  • 14. How Do I Write A News Release?
    • Item #4: Date
    • The information identified in this spot is the city your press release is issued from and the date you are sending our your release.
  • 15. How Do I Write A News Release?
    • Item #5: Lead Paragraph
    • The first paragraph needs to grab the readers attention and should contain the information relevant to your message such as the five W's who, what, when, where, why . The first ten words of this paragraph will make the difference between a news release that is read and one that is thrown away.
  • 16. How Do I Write A News Release?
    • Item #6: Text
    • This is the main body of your press release where your message should fully develop. Make it easy for the reporter to do his / her job. Deal with the facts and avoid excessive use of company lingo and fancy language.
  • 17. How Do I Write A News Release?
    • Thats it! Yes, it really is that easy.
    • If youd like a printed template to work from, you can download the News Release Template.
    • www.deniseoberry.com/newsreleasetemplate.pdf
  • 18. Sample News Releases
    • One of the best ways to learn is by studying other news releases. I place all of my news on my web site once its been published. You can hop on over there to take a look at some samples. Its at www.deniseoberry.com/index.php/press-room
  • 19. Sample News Releases
    • Lets dissect the second release titled New Blog Directory Just for Small Business
    • Heres the first paragraph.
    • (PRWEB) June 24, 2005 -- According to a recent Business Week story, there are roughly 9 million blogs available on the internet, with 40,000 new ones popping up each day. And a Pew Research Center Survey says 27% of Internet users in America read them. For small business owners that means it's tough to get noticed in the crowd of blogs growing by leaps and bounds every single day. That's why the Small Business Blog Directory - www.blogsforsmallbusiness.com was born.
    Before you go to the next slide , take a piece of paper and identify what the five Ws are in this first paragraph of this release.
  • 20. Sample News Releases
    • Here Are The Five Ws In This Release
    • Who Small Business Owners
    • What Small Business Blog Directory
    • When Now
    • Where On the internet
    • Why T ough to get noticed in the crowd
    • How did you do?