2009 SMPS Marketer’s Bootcamp:

Domain 5 – Public RelationsApril 16, 2009

What is Public Relations?

• Public relations is about building healthy, mutually beneficial relationships with all who have an interest in your organization.

• Use the same adjectives you’d use to describe a healthy, functional personal relationship.– Respectful, attentive, helpful, etc.

Who Does Public Relations Involve?

Public Relations

Media Relations Public AffairsInternal

CommunicationsInvestor

RelationsCommunityRelations

How PR Differs From Other Communication Disciplines

Public Relations Myths Unveiled

• Public Relations ≠ Media Relations– The media are only a fraction of the stakeholders you need to address.

• Public Relations ≠ Crisis Flacks– With the 24/7 news cycle and breadth and depth of online resources,

any wrongdoing will make its way to the surface.

• Public Relations ≠ One-Way Communication– You must listen to your stakeholders and respond to what they are

saying.

The Current State of the Media

• Print journalists are becoming increasingly scarce and stretched thin.– They are also having to wear more hats (writer, editor,

videographer, blogger).

• Publications are more inclined to publish stories from freelancers and other outside sources.

• Bloggers can be as influential as traditional media.• Twitter, RSS, Facebook

Social Media Avenues

Best Practices

• Monitor media relevant to your company.– Stories about your company, your competitors, trends

in your industry.

• Get an AP Stylebook.– Read it, read it again, explain it to someone, read it

backwards, then read it again.

• Proofread, fact check, etc. anything you send to anyone, internally and externally.

• Do what you can to have a direct line of communication to senior management.

Best Practices• Never say “no comment.”• Don’t start a fight with someone who buys ink by the

barrel.• Embrace new media.

– It won’t bite and it can be an invaluable way to dial into your stakeholders’ thoughts.

• Never ignore a stakeholder’s complaints or concerns.– Make them feel valued.

Write Like a Journalist

• Media is plural.• A company/organization is a singular noun

– Buy More values its customers and employees.

• Benefits, not features.• Numbers under 10, write out.

– We have 10 buildings and six parking lots.

• Don’t use jargon.– If you have to use catch phrases or flowery language,

it’s not important.

Tips for Pitching a Reporter

• Don’t pitching during a deadline.– Thursdays– After 4 p.m. weekdays

• Know why your story is relevant to the reporter and his or her audience.

• Don’t offer the same angle for a story a reporter just covered.

• Use eye-catching, concise email subject lines.  – The subject should grab one’s attention and the body of the e-

mail should be short. Keep it simple.

Tips for Pitching a Reporter

• Develop relationships with beat reporters before you pitch them.– Send a note saying you liked their article in Monday’s paper, take them

out to lunch, call and see what they’re working on…anything to build a genuine relationship.

• Don’t call a reporter to ask if he/she received your e-mail.   – If you haven’t heard back in a couple of days, feel free to e-mail again.

• Contact the correct reporter.– If you’re pitching a restaurant story, do not contact the tech blogger.

• Research the publication’s editorial calendar.

Tips for Pitching a Reporter

• Don’t bury the lead of your story in the fourth paragraph of your press release.– Get to the point in the first two sentences.

Online Resources

• HARO– www.helpareporterout.com

• PRNewswire*– ProfNet

• Cision*• MyEdCals.com*• Google News Alerts• Video Monitoring Service (VMS)*• Technorati/BlogPulse

*Subscription/payment required.