What IS public relations? What is the value to your business? Linda Varrell from Broadreach PR covers that and more in this presentation that she gave at Social Media Breakfast Maine.

1. Public Relations:
Getting Your Voice Heard
Presented by: Linda Varrell, APR
November 18, 2011
Social Media Breakfast Maine (#SMBME)
19 Commercial St. Portland, Maine  www.broadreachpr.com

2. Biz & Financial Case for PR
"Public relations helps an organization
and its publics adapt mutually to
each other.“-PRSA
Big Picture Overview
Communication Discipline
Delivers Value*
Builds Goodwill – Halo Effect*
Gives Brands Voice
*Study by Proctor & Gamble – http://vocus.com/codies/Marketing_ROI.pdf
19 Commercial St. Portland, Maine  www.broadreachpr.com

3. Marketing & PR Together
Marketing
• Market – focused IMPACT
• Attract consumers
• Builds brand image
• Maintains consistency
• Delivers on promises
• Captures the wallet
Brand Reputation
Public Relations
• Relationship-focused
• Reduce / deflect conflict
• Builds reputation
• Seeks understanding
• Strives for dialogue
• Captures the heart
19 Commercial St. Portland, Maine  www.broadreachpr.com

4. Losing Your Voice
Time Poverty
Unclear audiences
Not speaking in one voice
Fractionalization of channels
Minimal feedback
Mismatched resources
19 Commercial St. Portland, Maine  www.broadreachpr.com

5. Finding Your Voice
19 Commercial St. Portland, Maine  www.broadreachpr.com 5

6. Setting Objectives
• Tie to overall goals Examples
• Grow engaged community by
• Reputation 75% over the next year
• Relationship • Increase # of positive reviews
• Retain X% in clients through
• Task (State of Being) relationship building
• Measurable (SMART)*
• Outputs (Impressions, Interactions, Reach)
• Outcomes (Awareness, Attitudes, Behaviors)
• Business Results (Share of Wallet, Referrals)
*http://www.instituteforpr.org/wp-
content/uploads/Setting_PR_Objectives.pdf
19 Commercial St. Portland, Maine  www.broadreachpr.com

7. Who is Your Audience?
Who…?
• Needs to know or
understand?
• Needs to be
involved?
• Will be affected?
• Can provide advice?
*Public Relations Society of America/UAB
19 Commercial St. Portland, Maine  www.broadreachpr.com 7

8. Refining Your Voice
o Draw out intrinsic value – state of being
o Narrow down to 3 to 5 key points
o Identify powerful words for concrete
messages
o Tailored for your audience
o Developed for a variety of purposes
o Delivered consistently and authentically
19 Commercial St. Portland, Maine  www.broadreachpr.com 8

9. Reaching Your Audience
oFace to Face
oDirect Mail
oElectronically
oEvents/Sponsorships
oPaid Media
oEarned Media
oSocial Media
oWord of Mouth
19 Commercial St. Portland, Maine  www.broadreachpr.com 9

10. Damage Control
Red Cross / Dogfish Head
•Innocent Tweet
•Appropriate Response
•Quick Thinking
•Mutually-beneficial Action
•Financial Results
•Long-term Relationship
http://www.huffingtonpost.com/2011/02/16/red-cross-rogue-
tweet_n_824114.html 19 Commercial St. Portland, Maine  www.broadreachpr.com

11. Listening & Adjusting
• Monitoring & measuring
• Identifying success indicators
o Perception
o Financial
• Making adjustments to stay on
target with objectives
• Positing for success
• Bracing for what could go
wrong
19 Commercial St. Portland, Maine  www.broadreachpr.com 11

12. Thank you…
Linda Varrell, APR
Broadreach Public Relations
19 Commercial Street
Portland, ME 04101
207-619-7350
lindav@broadreachpr.com
www.broadreachpr.com
www.twitter.com/broadreach
www.Facebook.com/BroadreachPR
19 Commercial St. Portland, Maine  www.broadreachpr.com