PR & PUBLICITY101:A DIY PRIMER

Sonya Snyder

President/CEO

Quill Communications, Inc.

Quill Communications, Inc. is a former news reporter’s full-service, independent marketing, branding, public & media relations, social media communications agency, serving the SE USA, since 1996

www.QuillCommunications.com

Quill specializes in Marketing Communications

Press Releases Media Kits Advertising Social Media/Blogs Direct Mail/Brochures Web Sites Speeches Video Scripts Sales Collateral

Why PR?

 ”Public Relations is a key driver of business outcomes critical to organizational success, including crisis mitigation, reputation and brand building, consumer engagement, sales generation, wealth creation, issues management and beneficial shifts in constituent attitudes and behaviors.”

PRSA.ORG

By Your Industry?

By John Q Public?

It Matters

How are You Seen?

It’s Really What They Think:

Your Customers Your Prospective Customers Your Past Customers

Then There’s The Perception…

How do you look in Newsprint? TV & Radio? Advertising? Billboards? Direct Mail? On-Line? On Your Website?

The Ever Changing Face of PR

Communication is Always Key!

It’s just “how” that keeps changing….. Blog tips help make experts You Tube! Ask Experts Social Media Web Sites Plus the traditional: Guest Columnist,

News Features, Radio shows, etc.

It’s Amazing

How long your messages can stay in cyberspace

The Recipe For Successful Marketing

Take the time to plan the best ingredients

to stir into the specific mix, for the desired outcome.

Consider both Guerilla Marketing +

Traditional Tactics for the most cost effective, far-reaching marketing, and the best results possible.

Self-Marketing Issues

Time Constraints

Technology Knowledge/Limits Know-How (or opportunities

walk…) But STILL Worth The Effort!

To DIY, Start @ The End

Know what do you want to accomplish:Goals

ROI Exposure

Sales

Who is your existing customer? Who is your targeted audience?

All The World Is A Stage

You are “on” all the time – everywhere you

communicate…

So, shine by using the tools that best fit your desired end result, and your budget

Budget Time 2 Learn PR and Promotions take time to get

results Budget time to learn how to do it

Search sites which focus on your goals, and how-to tips that translate

Budget PR into what you already do

Devote at least 10% of your work hours

Places to Start Learning

Ask Experts.com – Marketing Entrepreneur.com/publicrelations/

prbasics Shopify.com/PR Like A Pro AboutPublicRelations.net/ And many, many more….

Guerrilla Marketing is simply doing obvious marketing in out-of-the-box

ways

Think Outside Your Basket Market where your potential customers are Be featured talent at festivals and shows

Wedding, Social, Club conferences

Pinterest your best products/baskets

Press Releases and News Writing Press Releases

Learn to pitch PR

Press Releases 101

Mandatory Press Release Ingredients: Contact Headline Date and location line Lead paragraph WHY it matters Close

Do’s You have 4-6 seconds to lock-in your reader –

Make It Count!

Who What When Where How and Why goes…

FIRST (in 3rd person and with a quote)

Answer WHY should the reporter CARE?

Be EASY to contact, and KNOW your answers!

And Always….

Be Fast Know your facts… and then some

Dont’s Have NO Typos Have NO Factual errors

Have NO omissions of info that matters Have NO inclusion of info that doesn’t Don’t wait to return a reporter’s call Don’t call unprepared

Speed-It-up For TV & Radio!

Be Really Fast - Respond in Minutes Know your facts… Plus:

Know Additional Good Sources for Them

Pitching Pointers Know your audience! Have one main message as HEADLINE Have three main points that “sell” it: Give a reason “WHY” it matters Have a good statistic to sell with Tell how it benefits Then tell ‘em what you told ‘em Underline headline

Wire Services

PR Log

PR Web

PR Newswire

PR Buzz

Tool #1 : News… or “How PR Gets You News”

Rules To Live By:

Be a Good Source Be Credible Be Reliable

What’s News Rule of thumb:

Dog biting man isn’t news- BUT, Man biting dog IS news!

If you publish a how-to e-book If you sponsor a cause If your donation makes a difference If your industry/sales impacts communities If you provide product to a celebrity, etc.

What’s NOT News

Doing what you do and doing it well

Big orders - unless it’s for a charity or a sponsored event where the contribution directly benefits the non-profit, or it’s the largest record-setting order in your industry

Anything not out of the ordinary

Let’s Consider a PR Template

Q & A

PR & PUBLICITY101:A DIY PRIMER

Sonya Snyder

President/CEO