National Black Public Relations Society

WEB CAFÉ

STRIKING OUT ON MY OWN:What It Takes To Get A PR FirmOff The Ground

Danielle ArmstrongFounder, Organic Public Relations, LLC

March 11, 2010

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Welcome to the Web Café!

Wynona Redmond, President

Deborah Hyman, Executive Vice President

Moderator: Richelle Payne

http://www.nbprs.orghttp://www.nbprs.org2

Danielle ArmstrongDanielle Armstrong is the founder of Organic Public Relations LLC, aboutique PR firm based in Atlanta, specializing in small- to medium-sizedgrowing businesses, non-profits, individuals as well as event planning andfundraising. She has a wide range of clientele, including political leaders,non-profits, City Departments, authors, playwrights, entertainers, and web-based and brick and mortar businesses.

One of the most memorable moments of her career was being part of theteam that executed the historical red carpet grand opening of Tyler PerryStudios and The Gospel Brunch held at the private estate of Tyler Perry inAtlanta.

Danielle founded Atlanta PR Pros, a growing group of Atlanta-based PRprofessionals who support and educate each other. The group meets bi-monthly during what has become known as the PR Power Brunch.

She has been featured on PR101 radio, 103JAMZ and Business101 Radioprograms. Danielle has facilitated and moderated multiple workshops, mostrecently with Wells Fargo Home Mortgage’s National Wealth Building Tour,The Dekalb County Small Business Development Conference and ClaytonCounty Department of Education.

Danielle received a BA in Communications & Public Relations from OldDominion University in Norfolk, Virginia. She has also obtained licenses inreal estate, financial securities Series 6 & Series 63, and insurance. Formore information, visit http://www.organicpublicrelations.com.

About Our Speaker

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Today’s Learning Objectives

HOW TO establish yourself as aprofessional while building the credibilityof your Agency.

WHERE TO seek the best talent & build astrong team on a shoe string budget.

HOW TO charge & avoid the danger ofundercharging and over-delivering.

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Create a CV, brag book, and portfolio. Dress like you mean business. Serve your community with your talents. Locate speaking opportunities. Network often and EVERYWHERE. Make sure others in the field know you. Obtain positive self publicity.

TIP: DEVELOP A ELEVATOR SPEECH

Establishing Yourself as a Professional

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Get a physical business address, business phone andfax number. Properly incorporate your business. Open a FREE business checking account. Create a logo and identity package. Invest in promotional materials & tools. Build a professional website. Learn and use social media regularly. Maintain a company blog and newsletter.

Building Agency Credibility

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Invest in professional tools of the trade. Market and advertise your business. Actively meet with key media professionals.

TIP: ESTABLISH A NETWORK OF YOUR OWN!

Building Agency Credibility cont’d

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Do research to determine your needs. Offer internship opportunities. Establish and barter with strategic partners. Post ads on Craigslist. Tap into your circle of influence. Check business cards.

TIP: GET A PERSONAL ASSISTANT

Building A Stellar Team On a Shoestring

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Know the going rate for services. Determine your hourly rate:

200k 200k / 52 weeks / 40 hrs = $96 per hour rate/ 52 weeks / 40 hrs = $96 per hour rate Uncover details and specific needs of client. Consult with your team of professionals.

Calculate time and Contractor costs.

Confidently present ESTIMATE.

How To Avoid Under Charging

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TIP: NEVER START WORK WITHOUTSIGNED DOCUMENTS & RETAINER!

Freebie: Ask for the Marketing & PR Budget.

How To Avoid Under Charging cont’d

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Books Where’s My 15 Minutes? Effective Public Relations Publicity and Media Relations Checklists Pitch Like a Girl Social Media Marketing The New Rules of Marketing & PR

Never Stop Learning

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Magazines & Blogs PRWEEK http://www.prweekus.com/ Platform online Magazinehttp://www.platformmagazine.com/ http://www.prwatch.org/ PRnews online http://www.prnewsonline.com/ http://publicrelationsmatters.com/ http://socialnomics.net/ Blog search engine http://regator.com http://www.blogaliciousweekend.com/

Never Stop Learning cont’d

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Free Webinars & White Papers http://www.prsa.org/Learning/FreeWebinars/ http://www.nbprs.org/WebinarDLS.htm http://us.cision.com/events/webinars.asp http://www.burrellesluce.com/resources/webinars http://us.cision.com/resources/white_papers.asp http://www.socialbrite.org/sharing-center/reports/?d=1 http://www.albion.com/netiquette/book/index.html

Never Stop Learning cont’d

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Questions?

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For More Information:Email:

Info@organicpublicrelations.com

Facebook:Organic Public Relations

Twitter:Organicpr

For more information on national andchapter programs or to join, visit

www.nbprs.org.

Slide Title/ SubheadThank You for Your Support

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