Crash Course in PR 101 (no helmet needed!)

Marketing Bootcamp for Entrepreneursand Small Business Owners

March 13, 2010

Public Relations 101

• PR = management function that builds beneficial relationships between a company and its publics.

• Julie’s Definition =

Gentle pressure relentlessly applied.

Why I Love PR!

• PR gets people clamoring for your product/service – BUZZ Factor!

• Tells a story.• Differentiates you from the competition.• Generates/increases & sustains

awareness.• Manages company reputation.

PR Tools to Build BUZZ

• Media Relations• Events• Community Outreach• Web & Social Marketing

First Things First

Know Thy Brand• What distinguishes your business?• Who is your audience?• What’s the best way to reach them?• Build your business story & tell

everyone!

Tool #1: Media Relations

Establishing a working relationship between your company and

journalists to obtain favorable publicity for your company.

Tool #1: Media Relations

• Know what’s “news” at your company.• Be informed.• Know your audience and where they get

their news.• Target those media outlets.

Our 24-hour News World

Tool # 1: Media Relations

Now What?• Email the reporter.• Offer yourself as an industry expert.• Invite them to your office or event.• Reply to a story (unrelated to you).• Limit self promotion or hype.

Tool #1: Media Relations

What to Do and NOT Do!• Tailor your email to specific reporters.• Keep your email short/sweet.• Use a catching Subject Line.• Bullets are good!• Avoid attachments at first.

Case Study: Nevada’s Economic Development Media Relations

Tool #2: Events

Put each event to work for you• Leverage a company event for publicity.• Sponsor a booth at a trade show.• Attend industry events & network.

MSLI Open House Party

RGJ (Dec. 3,2009)

Tool #3: Community Outreach

It’s Who You Know and Who KNOWS You• Join an organization that your target

audiences attend (e.g. WIN, Rotary).• Join an industry association to position

you as an expert and for referral business.

• Consider joining a local or national board.

Tool #4: The Web & Social Marketing

Touch your target audience directly• Have an online presence.• Company Web site/blog=increase findability.• Post relevant news/information and be a

thought-leader.• Blogs, micro blogs, social networks expand

your audience reach = screams your story!