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

3. 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.

4. 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.

5. 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.

6. Huh?

7. 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).

8. 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

9. 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.
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.

10. 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.

11. 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.

12. 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.

13. Looking Professional

14. Looking Professional

15. 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, , and website.

16. Looking Professional

17. Looking Professional

18. Looking Professional

19. 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.

20. 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 .
In s, 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.

21. 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

22. Questions? Comments?

23. Thank you!