PR 101A down and dirty overview.

A little about me

Majored in journalism and communications with an emphasis in Public Relations.

6 ½ years in the high-tech PR agency world in Silicon Valley

3 ½ years as a private consultant

1 year as an in-house PR director

Categories

Digital Lifestyle

Consumer electronics

Wireless (mobile content & networking)

Entertainment

E-commerce

Internet

PR is more than getting press coverage. It’s…

Delivering clear messages about your value proposition through a number of channels

Developing relationships with key stakeholders

Customers

Partners

Your “fan” club

Influencers

Supporting the sales pipeline, product development, broader marketing initiatives

Program that reinforces your “brand”

A long-term commitment

Setting expectations:Press coverage is never guaranteed, even if you’re paying someone to generate it.

Building a PR program takes a long time, like a reputation

It’s not a quick hit easy answer

If your product sucks PR can only take you so far

Know what your customers are saying

PR takes a lot of time and work

PR programs require constant reorganizing of priorities

Don’t try to do everything. Focus on the elements that will best support your goals

Set metrics to help gauge success!

Some Tools of the Trade

Media databases/ Media lists

Media Tours (alone and with partners)

Round tables/private events

Awards calendars

Speaking calendar

Ed Cals

Newswire services

Profnet/ HARO

NAPS

White papers

Traditional PR TipsTV: What you need

A visual story

Pitch assignment editors—they like faxes still!

Play up trends

Radio: To pitch or not to pitch?

Harder medium; very advertising focused

Internet radio is a great tool (New PR blend)

Often need guests, easily archived and referenced

Magazine: Consumer, Business, Tech

Long lead times; wants the big picture; product reviews

Reporters change beats; like snail mail; different approach for the different genres

Online: Quick draw

Short lead times; need easy fast references

Be available on short notice

Easy to reach and comment

Print: Daily papers, wire, etc.

Generally needs mass appeal

High volume of stories always looking for

Will almost always mention your competitors (even if briefly)

Take advantage of trend, seasonal and one-off pitch topics

Some Tips/ Lessons learned 

They need news. Know what news is.

Know how to offer your expertise (commenting, as part of the larger story, etc.)

Don’t be a pest, there’s always time

Follow-through on what you say you will

Be informed before you contact

They need to know WHY your business is impactful. How does it compliment current market trends? What proof points can you give?

Customize!

You can send email but keep it short.

Don’t call to see if they got the email.

If they say they’re not interested ask why so you can tune your pitch/angle

Use discretion when talking to them in person. Pay attention to body language. Know when they’ve stopped listening.

Learn about social media releases (new format)

Be conversational

Be organized. Most reporters are overwhelmed. The more you can give them the easier it is for them. And don’t get upset when they don’t use it all.

Thanks!

Any questions….?