Post on 19-May-2015
description
Publicizing your business or non-profit in today’s world
Terri J. ShapiroDeluxe CorpExec Director, Brand & Media Relations
January 18th, 2011 Martha Stewart Dreamers Into Doers
A little bit about me
Originally from Chicago Started in PR at age 14 Worked for P&G, Helene
Curtis; big agencies A Mom Had my own boutique
marketing consultancy
What is Deluxe about?
Deluxe is currently known for _________?
What is Deluxe about?
Deluxe would like to be known as ___________? Easy, affordable brand that helps small biz grow
What is Deluxe about?
Deluxe would like to be known as ___________? Easy, affordable brand that helps small biz grow
Logos
Email Marketing
Website design and hosting
Search Engine Marketing, Printing and Promotional Products . . .
How is Deluxe getting the word out?
Advertising
WABC
WCBS
KABC
WNYC
WBBM
WCCO
Commercial RadioPublic Radio
Martha Stewart LivingEntrepreneur
How is Deluxe getting the word out?
Advertising PR
Deluxe PR: Project REV A yearlong marketing
lab initiated with a national contest 9 winners chosen $5000 in Deluxe
marketing products and services
Consulting support July 2010 – June 2011
Project REV PR
This is a sophisticated group!
What we’ll cover about PR:
Why you need PR in today’s world Secret #1 – The media is a customer Secret #2 – Say VERY little Secret #3 - Preparation . . . and more Merchandising your PR
Why you need it in today’s world . . .
Do your customers or donors act on impulse or do they study and consider the decision to purchase over time?
Why you need it in today’s world . . .
Information is provided in sound bytes You must get them right!
You need to make the most of your opportunities
Reporters, editors, bloggers who influence decisions to buy in editorial postings
The people who can buy from you
Secret #1: In PR, you have 2 customers
Media = Gatekeeper Get to know the
interests of the gatekeepers
We’re here because the Witch of the North sent us . . .
And she’s got the ruby slippers to prove it!
Research the media
http://www.spj.org/fdb.asp
Offer Yourself as a Source
http://http://helpareporter.com
Research Editorial Calendars
Research Editorial Calendars
You got the media interested!!!
Now what?
Secret #2
Tell them VERY LITTLE!Plan your messages ahead of timeLimit yourself to 3 – 5 messagesExpress yourself in sound bytesLess is more
Secret #2 - continued
Be a broken record Repeat yourself to
make sure your messages get across
Secret #3
Never ever talk to the media when you weren’t expecting them to call.
I can’t talk to you right now. But I’d be happy to get
back to you soon.
Secret #3: You can’t prepare too much
Rehearse your key messages Plan for bridging to key messages Don’t: “No Comment” or “Off the Record” Do: CALL THEM BACK!
Merchandise Your PR
Mailing
Blog
Questions?