PR for Small

BusinessesAmy Jones

CEO of Jones Communications

President of BlueArx

Good PR begins with:

Defining your Brand

• What do you do?

• Why should people care?

Identify your dynamic

capability

•Unique

• Interesting

•Cuts through the clutter

Build your digital presence • Website

• Social Channels

• Pay Per Click

• Digital Display Ads

• Video Pre-Roll

Build your elevator pitch • 30 Seconds

• Dynamic Capability

• How You Make a Business Better

• Open the Door to Them Wanting

to Know More

• Set Up A Meeting

What is PR?

It doesn’t just happen

•PR requires strategy

•PR builds the story and

continues the narrative

Determine who you

want to talk to and who

you need to talk to• What media is right for your

business?

• Who targets what audience?

• BUILD YOUR LIST AND KEEP ADDING TO IT

Creating a good release

1. Grab attention with an engaging, ACCURATE headline.

2. Get right to the point in the first paragraph.

3. Include hard numbers.

4. Make it grammatically flawless.

5. Include quotes whenever possible.

6. Include your contact information.

7. One page is best

8. Provide access to more information.

The visual story – SHOW IT

PR is More Than Media Today

PR IS SOCIAL

Social Media

• SOCIAL

NETWORKS

• ONLINE

VIDEO

• PHOTO

SHARING

SITES

First Things First

• Know which personas are on which social media sites

• Determine how you are going to create content

• Train your sales teams to use social media for lead generation and customer acquisition

• Create a social media policy and distribute it to your employees

• Encourage employees to be active participants in social media – don’t be afraid to incentivize!

SOCIAL NETWORKS ARE PR

FACEBOOK

Objectives• Brand awareness and engagement

• Lead generation or customer acquisition

• Share a mix of infographics, press releases, videos and reposted materials

• Promote upcoming events

• Engage with influencers

Action Items• Set up sponsored posts and ads

• Set up Facebook tabs that push to your website

Key Metrics• X number of posts per day

• Page follows

• Likes

• Engagement and comments

• Referring traffic

• Shares

• Lead generation/new customers

SOCIAL NETWORKS

LINKEDIN

• Objectives

• Brand awareness and engagement

• Lead generation or customer acquisition

• Share a mix of relevant links, blog posts and

engaging content

• Promote upcoming events

• Engage with influencers

• Action Items

• Create and join relevant groups

• Encourage employee participation

• Set up sponsored posts and ads

• Key Metrics

• X number of posts per day

• Page follows

• Comments, likes and shares

• Group participation

• Referring traffic

• Lead generation/new customers

TWITTER

• Objectives

• Brand awareness and engagement

• Lead generation or customer acquisition

• Share a mix of relevant links and engaging

content

• Listen and respond to relevant conversations

• Build reputation

• Action Items

• Utilize promoted tweets and pinned tweets

• Key Metrics

• X number of posts

• Followers

• Mentions

• Retweets

• Hashtag usage

• Influence of Twitter followers

• Lead generation of customer acquisition

• Favorited tweets

SOCIAL NETWORKS

GOOGLE+

• Objectives• Brand awareness and engagement

• Lead generation or customer acquisition

• Share a mix of relevant links and engaging content

• Action items• Optimize for SEO

• Creative and promote upcoming events

• Utilize Google+ hangouts

• Key Metrics• X number of posts

• Google+ circle adds/follows

• Google+ mentions

• Google + 1

• Referring traffic

PINTEREST

• Objectives• Brand awareness and engagement

• Lead generation or customer acquisition

• Share a mix of relevant imagery –both brand-related and fun

• Action Items• Create boards leveraging content

• Follow other businesses, thought leaders, customers and partners

• Key Metrics• Pins

• Repins

• Followers

• Purchases from pin

• Referring traffic

ONLINE VIDEO

YOUTUBE, VIMEO, VINE, INSTAGRAM VIDEO

• Objectives• Brand awareness and engagement

• Viral sharing

• Showcase product videos and demos

• Create a video series to share

• Action Items• Choose a production agency

• Create social strategy for promotion

• Get customers, partners and influencers involved in video creation

• Key Metrics• Views

• Shares

• Referral traffic

• Pages ranking on key terms from YouTube

PHOTO SHARING SITES

INSTAGRAM

• Objectives:• Brand awareness

• Engagement with visual assets

• Showcase products

• Showcase marketing events

• Link back to website

• Action Items• Determine ownership of photo series

• Decide on general branding guidelines for photos

• Encourage employees to participate and share their own photos

• Key Metrics• Referral traffic

• Share and comments

• View of photos

• Page rankings on key terms from photo sharing sites

• Product purchasing and lead generation

¿QUESTIONS?

Sometimes I have answers

Call me…

337.303.7119

Email me…

amy@hijones.com or ajones@bluearx.com

Facebook me…

facebook.com/themessagemaker