Download - PR 101
PR 101: achieving the impossible
What is PR?
• Planned two way communications between an organization and its important target audiences
• Communications designed to create understanding and support for the organization’s aims and actions.
• Good public relations needs thought, planning and consistency
• Relationship-building = time
PR versus advertising
Audience• Advertising can be directed very accurately at
specific audience• PR equally well directed but no guarantees of
coverage (social media changes this dynamic)
Impact• Advertiser buys the space and has control over
what is written• Traditional PR reliant upon 3rd party
intermediary
Function• Advertising can sell• PR more effective at educating
But, traditional PR is changing
• A return to ‘true’ public relations• Ability to speak to your target audiences,
immediately• Short-term success becomes more realistic
So what can you do?
1. Find someone to follow your journey
2. Use social media Existing advocates or create new ones?
3. Identify very specific target audiences
4. Ask for their help5. Talk about benefits,
NOT features
Guiding principles
• Stay focused on the audiences that will be most interested
• Invest – time to identify best avenues for exposure• Be humble – ask for feedback and help in spreading
the word• Be responsive and engage• What’s in it for them?• If approaching a journalist, think about their
readers.
Good luck!