Startups, and any business looking to work lean and build market recognition, will benefit from these easy-to-use tips on public relations how-to's from Pam Abrahamsson, VP of public relations, Stephenson Group. This presentation was shared with the 2010 participants of the Portland Ten entrepreneurial education & mentoring programs. Whether you are a small business owner, a startup, or planning to take the plunge, this overview will help get your DIY public relations and social media program under way.

1. Guerilla Public Relations WINTER 2010

2. Guerilla Public Relations The practice of public relations is a sophisticated method for moving forward a business’ growth objectives. It is strategic, relying on an extensive base of knowledge, and tools, to get the job done. Except you are an entrepreneur, and you don’t have time . Guerilla PR is for you. www.StephensonGroup.com

3. Answer: cat herding www.StephensonGroup.com

4. OK, Now Really : According to the Public Relations Society of America: “ Public relations helps an organization and its publics adapt mutually to each other.” www.StephensonGroup.com

7. www.StephensonGroup.com Public Relations: Myth Busting MYTH TRUTH You need to give journalists a “snow job” so that they’ll write a great story about your company Journalists are like your mother – you will not fool them. They have eyes in the back of their head. Be truthful. Be smart. Journalists will write your story if they know how much you “need” the story. They owe you that. Journalists are in the news business. Tell them about your company in a way that is important to their bosses: Their readers . They owe you nothing but accuracy. Be their friends: They’ll write great stories. Yes. No. Being likable helps – but nothing beats a good news story. Long conversations are good Nope. Tell your story succinctly.

8. www.StephensonGroup.com The Public Relations Crash Kit: Guerrilla PR for Entrepreneurs PR Tool Why it’s in the Kit Media Pitch : Email, text, call or Tweet directly to journalists Journalists need news they can use – you need to know how to get it to them Action Plan : Calendar important business milestones; use PR tactics to promote them Plan your PR support for key business activities: solution launches, customer wins, new hires – think ahead and be flexible News Release: 1-2 page summary of your company’s business news Consistent, professional way to “speak” to journalists about your company and its newsworthy events Social Media : Web conversation with journalists/customers/others They’ll be talking about you – join and inspire the conversation

9. www.StephensonGroup.com How to talk to a journalist: THE PITCH The Basics Don’t interrupt a deadline. Be polite. Get to the point. Thank them. They owe you nothing . Get to the Point Have your key points organized and ready. Tell your news first, then explain. Keep the journalist’s attention. Know the News Understand “who” the journalist writes for. Speak from that perspective. Know the news of your industry and how your story fits.

11. www.StephensonGroup.com The Public Relations Crash Kit: ACTION PLAN Action Item PR Tactics The Buck Stops Here Start/ End Notes New product News release Editor advance Tweet/ blog/Facebook Name Oct 15 2010: Start PR outreach. End Nov 15 th Offer advance to Journalist, send release after. Media calls/emails with additional news New hire: CIO

13. Basic structure of a News Release: HEADLINE: generally about 80 to 125 characters. SUBHEAD: a supporting sentence that expands on the headline. MAIN BODY: Within the body of the release, the first paragraph, also known as the lead, is the most critical. You should construct the lead paragraph so that, even if a journalist reads no further, he will understand the reason for your news release. BOILERPLATE: the anchor (end) portion of the release that provides a concise description of your company and offering. Target length is three-four sentences. www.StephensonGroup.com The News Release: Building Blocks

14. DO: Be interesting. DON’T: Be Boring. DO: Be factual. DON’T: Use hyperbole or sales language. DO: Think social media and web. Optimize. Link. Embed widgets to: Share – Comment – Favorite/Rank. Include audio & video. DO : Include multiple ways to contact you. www.StephensonGroup.com The News Release: Do’s & Don’ts

17. ARE YOU READY TO CAT HERD? www.StephensonGroup.com Questions? Comments?