Powerpoint presentation for a leadership group in Oregon.

1. Presented by Jodi Unruh
President of Jodi Unruh and Associates, LLC

2. Overview
 What is Public Relations (PR)
 Benefits of PR
 Changing Landscape
 New Media
 Traditional Media
 Media Skills

3. Public
Relations (PR)
PR is the practice of
managing
the flow
of information
between an
organization and its
publics to enhance
its reputation and to
maintain and
create mutually
beneficial
relationships.

4. Flow of Information

5. Benefits of Public Relations
 Enhance the image and perception of your
organization and company
 Portray your organization as involved,
innovative and as an active community
member
 Build brand awareness

6. Benefits of Public Relations
 Crisis Management
 Generate buzz
 Create credibility
 Increase search engine visibility and organic
results
 Cost effective way to reach your target
audiences

7. Internal Public Relations
PR within the organization to
build good rapport among
its employees--staff
handbooks,
meetings, luncheons
and
news releases

8. External Public Relations
PR to maintain favorable
relations with the public—holding
conferences, sending press releases
managing events
and alumni groups

9. PR Campaign
 Set objectives
 Identify target audiences
 Identify messages for audiences

10. Get Your Message Out
Traditional Media: Print, Radio and Television
Important tools for PR, but traditional media has also
been losing readership and viewership…

11. New Media: Online Communication

12. Create a Conversation
Image Credit: Brian Solis

13. Listen, Learn, and Share
 Share information, educate, interact, and LISTEN
 Learn what your target markets want and need

14. Great Return on Investment (ROI)
More efficient and cost-effective method to gather information about
your target audience than surveys and focus group discussions.

15. Company Website
Viral Business Center
Image Credit: M3NewMedia

16. Boost Your Website’s Ranking
 Search Engine Optimization or SEO
(Relevant Keywords)
 Create Back Links—get other websites and
bloggers to link to you
 Best FREE online search engine for links:
Open Site Explorer:
www.opensiteexplorer.org

17. SEO TIP
Search
Engines Love
Content—
keep it “fresh”!

18. Online Reputation
 Research it
 Put best foot forward
 Build and maintain online Reputation

19. Submit Quality Content
 Blog
 Press Releases
 Social Networking

20. Quick
Response
Code
(QR Code)
QR codes
enhance both
your search
engine and
social media
optimization

21. QR Code
When you scan or read a QR code with your iPhone,
Android or other camera-enabled Smartphone you
can…
1. link to digital content on the web
2. activate a number of phone functions
including email
3. connect the mobile device to a web browser

22. QR Code for Facebook
You can use likify to
create a QR code that links
your mobile device to a
fully functioning LIKE
button for your
Facebook page.

23. Top Social Network Sites

24. Build Brand
Source: Fred Cavazza

25. The CMO’s
Guide to
the Social
Landscape
SOURCE:
WWW.CMO.COM

26. Social
Media
Strengths
Outstanding
way to
establish
yourself as an
expert

27. The Breakdown
Image Credit: AddToAny

28. Facebook
 No hard selling
 Be interesting—give people information they can use.
 Getting people to like, share and comment on your
posts--will lead to viral distribution of your message.

29. 80-20 Rule
80% educating and entertaining
20% promotional content

30. Bloggers
Journalists
write facts,
bloggers
write
opinions

31. Connect with Bloggers
 Start a blog
 Research bloggers
 Connect
 Aim to help
 Respect

32. Reference Blog Directories
 Alltop
 Blog Catalog
 Alexa
 Technorati

33. Blog Services:
BlogDash
GroupHigh
eCairn
Help you find
relevant
influencers—
then rate them,
group them,
contact them and
follow up.

34. Connect to Bloggers and Journalists

35. Traditional
Media Still
Matters

36. Mainstream Media Online
“In many ways, the influence of traditional
media today can be measured by the volume
and methods by which it spreads: Social
media amplifies, rather than detracts from,
its influence.”
~ Frank Strong, Director of PR, Vocus

37. News Coverage
News coverage
can increase credibility
and boost sales.

38. How to
Pitch a
Story
Create a
Newsworthy
Angle

39. Make it Newsworthy
Know what’s making headlines--
reporters look for overall trends or
emerging issues

40. Call, Fax or Email Pitch?
Research the contact's preferred pitch method
Recent Study: 80% reporters prefer to pitch via e-mail

41. Prepared Pitch
 Create a targeted media list for your story
 Know your reporter and the publication
 Have stats and anecdotes ready to show
how your product or company is tied to the
bigger picture.

42. Prepared Pitch
 Be Exclusive
 Get Visual
 Suggest Interviews—make their job easy!
 Press kit
 Be Flexible

43. Timely Pitch
 Don’t call during reporter deadline hours
 Keep it concise
 develop a bulleted “fast facts” sheet
 Wait if breaking news hits
 Weekend or weekday story?

44. Pitch Follow Up
 Follow up with an email within 24 to 48 hours of the
first pitch
 You can wait a week if the
story is timeless

45. Build Media Data Base
It’s all about building relationships!

46. Public Relation’s Quote
“If I was down to my last dollar, I’d spend
it on public relations.”
~ Bill Gates, Founder & CEO of Microsoft

47. Skill Building Session
 Create some news angles for your PR objectives
 Create a targeted media list
 Write a concise 30 second pitch for a reporter