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RISA B. HOAG PRESIDENT, GMG PUBLIC RELATIONS, INC. 845-627-3000 Public Relations in the Modern World.

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Presentation on theme: "RISA B. HOAG PRESIDENT, GMG PUBLIC RELATIONS, INC. 845-627-3000 Public Relations in the Modern World."— Presentation transcript:

1 RISA B. HOAG PRESIDENT, GMG PUBLIC RELATIONS, INC Public Relations in the Modern World

2 NO FORMAL AGENCY EXPERIENCE LEARNED BY DOING! PERSISTENCE: WOULDNT TAKE NO FOR AN ANSWER BEGAN 1986 – THE CORPORATE STORK 1987 – 1991 – ERNST & YOUNG 1991 GLOBAL MARKETING GROUP 1996 INCORPORATED TO FORM GMG PUBLIC RELATIONS, INC. My Background

3 OLD PRSA DEFINITION: PUBLIC RELATIONS HELPS AN ORGANIZATION AND ITS PUBLICS ADAPT MUTUALLY TO EACH OTHER. NEW PRSA DEFINITION: PUBLIC RELATIONS IS A STRATEGIC COMMUNICATION PROCESS THAT BUILDS MUTUALLY BENEFICIAL RELATIONSHIPS BETWEEN ORGANIZATIONS AND THEIR PUBLICS. What is Public Relations?

4 NEWSPAPER AT THE END OF YOUR DRIVEWAY? NEW YORK TIMES ON LINE? PATCH.COM S? ZYTE ON YOUR IPAD? TWITTER FEEDS? TODAY SHOW? CNN ALERTS? GOOGLE ALERTS IN YOUR INBOX? ETC. ETC. Where do you get your news?

5 Timeline of PR in My World Traditional USPS Mailing of Press releases, press kits, pitching, etc………………………………………….………… …………………………………………………………………………… …………………………………………………………………………... ………………………………………………….… …………………………………………… …………………..... …………………………………………………………………………… ………………………………………………...Social Media………

6 Social Media in My World Embrace It or Fall Behind Identify Hubspot as Great Resource Certified Inbound Marketing Professional Moving Train, Hop On or be Left Behind!

7 PR Tools BEFORE…. Press Releases Press Kits Authoring Articles Feature Articles Expert Interviews Print, Radio, TV Speaking Opps NOW! LEFT COLUMN PLUS THIS COLUMN! Blogs Websites Twitter Facebook LinkedIn Pinterest FourSquare Manta Google Places Google Plus Proskore Yahoo Bing Merchant Circle CitySearch Yelp YellowPages.com Hotfrog Local.com Thumbtack Branch out ETC. ETC. ETC.

8 NOT AT ALL, ALIVE AND WELL! NYS/WBE PLACEMENT STORY WHATS CHANGED: MUST MARRY IT TO WAY MORE THAN JUST THE ADVERTISING So is PR dead?

9 Recent Placements for Clients In the past 4 months: Cover Journal News Weekend Section Daily News Full Page Article Several West/Rock/Bergen Parenting Magazines Wall Street Journal Website Multiple Patch Sites Many local newspaper placements WFAN WCBS News 12 Today Show Hundreds of web hits, Twitter mentions, FB shares, ETC.

10 OUTLETS OUT OF BUSINESS OUTLETS DOWNSIZED OUTLETS MERGED LESS PEOPLE DOING MORE WORK ONLINE STORIES AND PRINT STORIES; NOT ALWAYS THE SAME SMALLER LOCAL OUTLETS DOING WELL; GREAT LOCAL TOOL AND RESOURCE SOCIAL MEDIA NOW A PR JOB ALL HAS TO BLEND – BRANDING! Industry Changes

11 SOME PEOPLE GET PR, SOME PEOPLE DONT SHOULD BE PART OF AN OVERALL PLAN IT CAN TAKE AWHILE IT CAN HAVE A BIG IMPACT IT IS A CHALLENGE YOUR STORY MAY NOT BE AS GOOD AS YOU THINK IT IS PR MAY NOT INCREASE SALES PR MAY GREATLY INCREASE SALES YOU GET THE IDEA! Expectations

12 Keys to Effective PR Knowing the editors, producers, when possible, etc. Understanding their needs Understanding their audience Reading, listening, watching Writing well Pitching effectively Following up to a point Consistency Tie-in to all other marketing Tracking, tracking and more tracking, then reacting

13 Establishing a Plan Create a Calendar Establish tasks and work backwards Decide whos in charge of each task, externally and internally Check in weekly or every other week Track and Evaluate Keep going Tie in to all social media

14 Social Media Tie In Establish an Event Write the release Distribute to media Post it to your website/blog Tweet with link to website – keep tweeting! Post to your FB with link to website – keep posting! Post to numerous online calendars Ask others to retweet and share Post as event to FB, LinkedIn Update with new information often Create dialogue, engage

15 Opportunities Launching a business or new division Launching a new product or service Improving or updating a product or service Opening a new office or expanding an existing one Hiring new employees or promoting existing ones Announcing awards received by the company or its employees Announcing milestones or certifications Hosting a survey and announcing the results Hosting a focus group and promoting the results Announcing speaking engagements Hosting seminars or workshops Offering useful information, tips or advice Offering seasonal tips or trends and information Touting a controversial opinion on important topics or issues in your industry Focusing on human interest stories about you or your employees Announcing involvement in special events Donating or volunteering with a charity or non-profit organization Cross promoting or partnering with another business Announcing a toll-free helpline or hotline BE CREATIVE!!!!

16 Be Creative! A few of our successes: Eastridge Properties – Paper Doll Chain Scotland – Evolution of the Kilt, Sean Connery Mortons The Steakhouse– The Giving Tree IMAX – Swirling Money Booth, Snow Day Auberge Maxime – The French Chefs Wife Dary Rees – Press Conference in a Box The Wartburg – the potato in a box!

17 Case Study: Bounce! Trampoline Sports Tokyo TV

18 THANK YOU! QUESTIONS? RISA HOAG


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