introduction to pr strategy with 8 tips & tricks - #outreachdigital
TRANSCRIPT
@AishaKellaway
PR STRATEGYTOP TIPS FOR STARTUPS AND ENTREPRENEURS
@AishaKellaway
WHAT DO YOU THINK PR IS?
@AishaKellaway
SO, WHAT IS PR?“Information given to the public to persuade and modify actions and attitudes.”
AND
“Efforts to integrate attitudes and actions of an institution with its publics, and of publics with that institution.”
1891 - 1995
Edward Bernays:Father of Public Relations
@AishaKellaway
IN OTHER WORDS:PR is the ongoing process of
communicating and maintaining relationships with the different groups of
people you rely on for the success of your business.
@AishaKellaway
Press releases
Press relationsMany people think
PR is…
@AishaKellaway
Press releases
Press relations
Anything that influences your
relationships and reputation through
communication.
UX / web content
Reviews
Events &speeches
Email /Direct
Socialmedia
Crisismanagement
Investorrelations
CSR
… And much more
PR is…
@AishaKellaway
THINGS TO CONSIDERBEFORE IMPLEMENTING
A PR STRATEGY
@AishaKellaway
Understand Your Business.
@AishaKellaway
VISION: MISSION: VALUES:
Long term goalsof the company
(what do you want to achieve?)
What is your purpose?
Why are you doingwhat you’re doing?
How you make your decisions and choices to
achieve your visionand mission?
@AishaKellaway
PR is not a quick fix.(because good relationships need to be nurtured)
@AishaKellaway
There is no one way of “doing PR”.
@AishaKellaway
It all starts with your publics
@AishaKellaway
Step 1: Identify Step 2: Understand Step 3: Communicate
Who are youtargeting?
What are theylooking for?
What values do they share with you?
What messages can you craft to
communicate these values to them?
@AishaKellaway
Ensure you’ve doneyour housekeeping
@AishaKellaway
8 PR TIPS & TACTICS
@AishaKellaway
1
2
3
4
5
6
7
8
Keep on top of what’s being said about you
1Keep on top of what’sbeing said about you
@AishaKellaway
1
2
3
4
5
6
7
8
Keep on top of what’s being said about you
@AishaKellaway
1
2
3
4
5
6
7
8
Keep on top of what’s being said about you
PR Toolkit: • Google.com/alerts (Free)• Mention.com (Free trial)
@AishaKellaway
1
2
3
4
5
6
7
8
Keep on top of what’s being said about you
If you want to contact press… do your research!
2If you want to contact press…
…do your research!
@AishaKellaway
1
2
3
4
5
6
7
8
Keep on top of what’s being said about you
If you want to contact press… do your research!
Step 1:
Step 2:
Step 3:
Find out who talks/writes about what, and when.
Where do you fit in, and where can you add value.
Get in touch, with all relevant information.
PROACTIVE OUTREACH:
@AishaKellaway
1
2
3
4
5
6
7
8
Keep on top of what’s being said about you
If you want to contact press… do your research!
• What are you doing?
• Why/how is it different?
• Any event/key information?
• Website address
• Be ready to commit to interview dates
• Ensure you have good head shots
JOURNALIST CHECKLIST:
@AishaKellaway
1
2
3
4
5
6
7
8
Keep on top of what’s being said about you
If you want to contact press… do your research!
PR Toolkit: • #journorequest (Free)• HARO (Free)• Sourcebottle (Free)• Response Source (Paid)
@AishaKellaway
1
2
3
4
5
6
7
8
Keep on top of what’s being said about you
If you want to contact press… do your research!
Dos and Don’ts when emailing journalists/bloggers3Dos and Don’ts when emailing
journalists/bloggers
@AishaKellaway
1
2
3
4
5
6
7
8
Keep on top of what’s being said about you
If you want to contact press… do your research!DON’T:Send bulk,generic emails.
DO:Send targeted emails that show that you understand the journalist, publication and audience.
Dos and Don’ts when emailing journalists/bloggers
@AishaKellaway
1
2
3
4
5
6
7
8
Keep on top of what’s being said about you
If you want to contact press… do your research!DON’T:Attach large imagesand files
DO:Include a low res image inline & send a link to Dropbox/WeTransfer for high res.
Dos and Don’ts when emailing journalists/bloggers
@AishaKellaway
1
2
3
4
5
6
7
8
Keep on top of what’s being said about you
If you want to contact press… do your research!DON’T:Pester them by following up straight away
DO:Send emails in plenty of time and have something of value to add when following up.
Dos and Don’ts when emailing journalists/bloggers
@AishaKellaway
1
2
3
4
5
6
7
8
Keep on top of what’s being said about you
If you want to contact press… do your research!
Dos and Don’ts when emailing journalists/bloggers
Be newsworthy4Be newsworthy
@AishaKellaway
1
2
3
4
5
6
7
8
Keep on top of what’s being said about you
If you want to contact press… do your research!
Be professional when emailing journalists/bloggers
Be newsworthy
WHAT IS YOUR STORY?
We’ve launched We’re hiring
Future plans
Funding
Acquiring
@AishaKellaway
1
2
3
4
5
6
7
8
Keep on top of what’s being said about you
If you want to contact press… do your research!
Be newsworthy
WHY SHOULD THEY CARE?
Human InterestProminence
ProximitySignificanceTimeliness
bitesizepr.com/what-makes-a-story-newsworthy
Dos and Don’ts when emailing journalists/bloggers
@AishaKellaway
1
2
3
4
5
6
7
8
Keep on top of what’s being said about you
If you want to contact press… do your research!
Be Newsworthy
Think about how you’re using social media
5Think about how
you’re using social media
Dos and Don’ts when emailing journalists/bloggers
@AishaKellaway
1
2
3
4
5
6
7
8
Keep on top of what’s being said about you
If you want to contact press… do your research!
Be Newsworthy
Think about how you’re using social media
What do your audience use? Build strategy around that
Share expertise & authority
Sense of community: Build relationships
No Selling
Dos and Don’ts when emailing journalists/bloggers
@AishaKellaway
1
2
3
4
5
6
7
8
Keep on top of what’s being said about you
If you want to contact press… do your research!
Be Newsworthy
Think about how you’re using social media
Quality over quantity
6Quality over quantity
Dos and Don’ts when emailing journalists/bloggers
@AishaKellaway
1
2
3
4
5
6
7
8
Keep on top of what’s being said about you
If you want to contact press… do your research!
Be Newsworthy
Think about how you’re using social media
Quality over quantity
Why am I posting this?
What value does this add
to readers?Dos and Don’ts when emailing journalists/bloggers
@AishaKellaway
1
2
3
4
5
6
7
8
Keep on top of what’s being said about you
If you want to contact press… do your research!
Be Newsworthy
Think about how you’re using social media
Quality over quantity
Network on and offline
7Network on and offline
Dos and Don’ts when emailing journalists/bloggers
@AishaKellaway
1
2
3
4
5
6
7
8
Keep on top of what’s being said about you
If you want to contact press… do your research!
Be Newsworthy
Think about how you’re using social media
Quality over quantity
Network on and offline
Offer to speak at events – start small
Refer people who can help – be reliable
Make connections with publishers or writers of
industry publications and offer contribution
Engage in industry chats on LinkedIn, Twitter, Quora etc.
Dos and Don’ts when emailing journalists/bloggers
@AishaKellaway
1
2
3
4
5
6
7
8
Keep on top of what’s being said about you
If you want to contact press… do your research!
Be Newsworthy
Think about how you’re using social media
Quality over quantity
Network on and offline
Actions speak louder than words
8Actions speak louder than words
Dos and Don’ts when emailing journalists/bloggers
@AishaKellaway
1
2
3
4
5
6
7
8
Keep on top of what’s being said about you
If you want to contact press… do your research!
Be Newsworthy
Think about how you’re using social media
Quality over quantity
Network on and offline
Actions speak louder than words
DonateEventsSocial Media
Dos and Don’ts when emailing journalists/bloggers
@AishaKellaway
YOUR REPUTATION PRECEDES YOU
