Crash Course in PR 101 (no helmet needed!) Marketing Bootcamp for Entrepreneurs and Small Business Owners March 13, 2010.

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Presentation transcript:

Crash Course in PR 101 (no helmet needed!) Marketing Bootcamp for Entrepreneurs and Small Business Owners March 13, 2010

Public Relations 101 PR = management function that builds beneficial relationships between a company and its publics. Julie’s Definition = Gentle pressure relentlessly applied.

Why I Love PR! PR gets people clamoring for your product/service – BUZZ Factor! Tells a story. Differentiates you from the competition. Generates/increases & sustains awareness. Manages company reputation.

PR Tools to Build BUZZ Media Relations Events Community Outreach Web & Social Marketing

First Things First Know Thy Brand What distinguishes your business? Who is your audience? What’s the best way to reach them? Build your business story & tell everyone!

Tool #1: Media Relations Establishing a working relationship between your company and journalists to obtain favorable publicity for your company.

Tool #1: Media Relations Know what’s “news” at your company. Be informed. Know your audience and where they get their news. Target those media outlets.

Our 24-hour News World

Tool # 1: Media Relations Now What? the reporter. Offer yourself as an industry expert. Invite them to your office or event. Reply to a story (unrelated to you). Limit self promotion or hype.

Tool #1: Media Relations What to Do and NOT Do! Tailor your to specific reporters. Keep your short/sweet. Use a catching Subject Line. Bullets are good! Avoid attachments at first.

Case Study: Nevada’s Economic Development Media Relations

Tool #2: Events Put each event to work for you Leverage a company event for publicity. Sponsor a booth at a trade show. Attend industry events & network.

MSLI Open House Party RGJ (Dec. 3,2009)

Tool #3: Community Outreach It’s Who You Know and Who KNOWS You Join an organization that your target audiences attend (e.g. WIN, Rotary). Join an industry association to position you as an expert and for referral business. Consider joining a local or national board.

Tool #4: The Web & Social Marketing Touch your target audience directly Have an online presence. Company Web site/blog=increase findability. Post relevant news/information and be a thought-leader. Blogs, micro blogs, social networks expand your audience reach = screams your story!