Public Relations and Marketing Melissa Wardell My Smart Hands – Des Moines

Defining Public Relations and Marketing Many people think they are the same thing. They are not! To understand how to use them, we need to define them.

Working Together Break into groups of 3 or 4. Introduce yourself, where you’re from, and how long you’ve been with MSH. Work together to come up with a definition for Public Relations and a definition for Marketing. Pick one person to be a spokesperson to share your definitions with the large group.

So, what are the REAL definitions? Public Relations: The actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc. Marketing: The total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling.

Huh?

In other words… Marketing: Public Relations: Ways to get your information out that cost money. Public Relations: Ways to get your information out that DON’T cost money. PR is sometimes called Media Relations—the way you relate to the public using the media (radio, TV, print).

Public Relations: Free ways to advertise MJ Williams’ free booklet—Download it on the forum. Social media and networking: Facebook, Twitter, blogging Meetup.com Momslikeme.com Local moms’ groups, MOPS, Facebook groups Libraries/story times/book clubs Music classes DesMoinesFamilies.com Local kids’ stuff stores—retail and specialty Community calendars on local media websites Press Releases

Press Releases Find examples in the File Sharing section on the MSH forum, or do a Google search for “how to write a press release”. When sending to media outlets, know who you’re sending it to—don’t just send it blindly. Email the press release, not mail or fax, then follow up with a phone call. Use the press release to show you are an expert in your field.

Press Release Topics Get back into discussion groups. Send press releases that are about the benefits of sign language for certain people/groups, not press releases about how wonderful your business is. Get back into discussion groups. Brainstorm 4 or 5 topic ideas, then share your ideas with the large group.

Be the expert in your area! Be knowledgeable about the topic of your press release. Read, read, read! Books, websites, classes, etc. Know your competition: What/how they teach: 100% ASL or not How much they charge Locations of their classes Be able to articulate why MSH is the best choice.

Looking Professional Brand recognition Be consistent Use the MSH logo on all your documents/info. Pick one logo and stick with it. Use it on everything the public sees—business cards, website, FB page, fliers, brochures, t-shirts, banners, press releases, etc. Be consistent Have all your materials match in logo, style, and color.

Looking Professional

Looking Professional

Looking Professional Keep it simple Not too many fonts, colors, or wording in printed materials. Too much makes people not want to pick up your info. Be concise—print the minimum information and direct all traffic to the same location, preferably a website. If you’re going to pay for advertising, the #1 thing you should pay for is a website/domain name. Include your contact info on everything—name, phone, email, and website.

Looking Professional

Looking Professional

Looking Professional

Looking Professional Proofread/Edit everything! Use spell check. Have a friend look over your materials. Use spell check. Other resources: High school teachers or college professors in English, Public Relations, or Journalism Librarians AP (Associated Press) Stylebook Dictionary—look for lists of common misspellings Local college students—Public Relations majors—often look for experience they can list on their portfolio. Ask them to create a press kit for you in exchange for being listed as one of their references.

Looking Professional Be professional in your communication. Be able to communicate who you are, who you’re with, and what you do in two sentences or less—for introducing yourself in person, on the phone, and in email. In emails, be sure to greet the person by name, spell check the content of the message, and sign off with your name, business name, and contact information.

Resources MSH online forum has LOTS of great info: Press releases Logos Banners Fliers Brochures Information on websites, domain names, and Facebook Google search for “press releases” Public Relations Society of America, PRSA.org

Questions? Comments?

Thank you!