Public Relations& The Marketing Tool Kit

About Public Relations

The practice of public relations is a sophisticated method for moving forward a business’ growth objectives. It is strategic, relying on an extensive base of knowledge, and tools, to get the job done.

It is a continuing conversation between the marketplace and your company.

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Public relations engages the marketplace, delivering three key benefits critical to a marketing campaign:

Conversation Credibility Cost Effectiveness

Public relations’ ability to deliver the “3-C’s” is critical to marketing’s role of education and persuasion.

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Public relations’ success relies on conversations about and with your company, conducted with credible, impartial third-party sources.

These conversations reinforce and extend the communications shared through marketing strategy. Public relations conversations are held with:

Journalists Bloggers / Social Media Influencers Trade Analysts Market Influencers Consumers

These conversations are the key to a company’s success.

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Public Relations = Conversations

•Your company can discuss the value of your solution to the marketplace in a way that is meaningful to the customer.

•You can hear back from your marketplace. They can tell you:

If they agree with you If there are other solutions you could be providing It there is a problem you need to address NOW If they are willing to be customers

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The Conversation, continued: It Takes Two

This dialogue is valuable in shaping the direction of marketing strategy, leveraging competitive

advantage and addressing challenges.

Conversations conducted through objective third parties such as journalists, marketplace participants, and social media enthusiasts deliver a high level of trust in the dialogue.

Impartial conversation through trusted third party sources builds credibility.

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Public Relations = Credibility

This credibility:

Underscores your company’s knowledge of marketplace issues

Your ability to deliver solutions

And satisfy your customers

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Public Relations = Credibility

Dollar for dollar, public relations ability to secure impartial, strategic media coverage, spark conversations in the marketplace and support marketing messages = value.

Practically speaking, this ability to secure media coverage means companies can enjoy exposure in publications that are costly paid-media vehicles.

Dollar for dollar, an effective media campaign can deliver exposure that can be multiples of the actual dollar investment in the campaign.

These conversations are the key to a company’s success – and are cost effective too.

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Public Relations = Cost-Effectiveness

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Social Media: Real-Time Conversation

Social media is marketplace conversation made:

Immediate

Interactive

Happening with or without your company’s participation

Social media delivers value to the marketing mix. It gives you the ability to:

• Obtain immediate, measurable data regarding marketplace conversations.

• Allows a company to extend the marketing message. Think “Old Spice” campaign.

• Respond swiftly to market crisis, complaints and opportunities.

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Social Media: Real-Time Conversation, cont.

PR Tool Why it’s in the Kit

Media Pitch: Email, text, call or Tweet directly to journalists

Journalists need news they can use – you need to know how to get it to them

Action Plan: Calendar important business milestones; use PR tactics to promote them

Plan your PR support for key business activities: solution launches, customer wins, new hires – think ahead and be flexible

News Release: 1-2 page summary of your company’s business news

Consistent, professional way to “speak” to journalists about your company and its newsworthy events

Social Media: Web conversation with journalists/customers/others

They’ll be talking about you – join and inspire the conversation

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The Public Relations Quick Kit:What’s in your PR Tool Box?

Pam AbrahamssonVice President, Account Manager

pabrahamsson@stephensongroup.com(m) 503.298.9749401 NW 13th AvenuePortland, OR 97209Skype IM: Pam_Abrahamsson Twitter: Twitter.com/Pam_ALinkedIn: linkedin.com/in/pabrahamssonpr

Stephenson Group is a national public relations agency, specializing in emerging technology and Fortune 500 clients.

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