The Power of PR

Karen Spillers

CorpComm Strategies“Public Relations To Influence Public Opinion”

What’s needed for success?

A solid plan that will help you make better

decisions about opportunities.

Why do I need a plan?

Public relations is your “roadmap” for how to

reach your audience with key messages.

How do I develop a plan?

Align your public relations goals with your business goals

Keep it short and simple Prioritize and focus your goals Think objectives, strategies, tactics

What does a plan look like?

Primary Business Strategy Public Relations Goals Target Audience Research Tactics Measure Results

Primary Business Strategy

Increase sales/clients Raise more monies Recruit people

Public Relations Goals

Increase awareness Position yourself as an expert Integrate marketing tactics

Target Audience

Existing Prospective Centers of Influence Media

Research

Organizations Media Existing marketing opportunities

Tactics

Social Media Traditional Media Alliance Marketing Cause Related Marketing/Community Relations

Social Media

Facebook Twitter LinkedIn You Tube Pinterest Google Plus Four Square

Digital Media

Website Blogs Ebooks/White Papers E-Newsletter

Media Relations

Pitch Story Ideas News Releases Letters to the Editor Bylined Articles/Ezines

Alliance Marketing

Speaking engagements Event sponsorships Organization memberships Legislative initiatives

Cause Related MarketingCommunity Relations

Fundraisers Sports Teams

Media Kit

Short biography/photo News releases Tip sheet Ebook/White Paper General brochure/Fact Sheet Reprints Annual report

News Releases

New Products/Services Anniversaries/Milestones Community Involvement Designations/Awards Personnel Announcements Industry News Triggers

Tip Sheet

A list of 5-10 tips that illustrates your expertise and offers ideas for solving or preventing a problem

Include examples Avoid blatant self promotion

Media Engagement

Regularly read the blog/newspaper Write when you agree/disagree/your business

was overlooked Keep it short (250-300 words) Make a central point Emphasize your credentials Include your name, title, business Keep your tone positive, respectful and professional

Bylined Articles/Ezines

Determine which publication/website would best reach your target audience

Introduce yourself and idea Meet the deadline Maximize reporting with reprints

Media Interview

Develop your key message Write down potential Q&A Call reporters back ASAP Ask about the reporter’s agenda Cooperate Know the media Consider media training

How will you be successful?

Focus on quality over quantity Follow your plan Evaluate your plan at 6 or 12 months

Keep PR in perspective

It can create or build awareness for your business

It can’t immediately sell your product/service, produce referrals or bring recruits in the door

Provides an opportunity to focus your message and audience

The Power of PR

Karen Spillers

CorpComm Strategies“Public Relations To Influence Public Opinion”

www.corpcommstrategies.com