Own a small business that has a great story to tell but don't have the financial resources to get the word out on your own? No problem! This presentation will tell you what you need to know to start a Public Relations and/ or Public Affairs program of your own!

1. Put the Power of
to Work
in Your Small Business
Joe Hines: 714-872-0561

2. Public Relations

3. What is Public Relations?
Public relations consists of promotional activities
that create a strong public image of
a company or individual.
Often referred to as earned media and is
different than marketing.
Public Relations (PR) dates back to the early 20th
century

4. Difference between Advertising and PR
• PR is not paid for like advertising
• PR is more trusted because the message is edited and filtered by the
media
• Results in stronger credibility
• PR is less precise
• PR has less memorability

5. PR vs Marketing
Marketing is about getting people to buy
something, typically with advertising campaigns
Advertising campaigns cost money, public
relations is earned.
You can and often should do public relations
without spending a dime for advertising

6. Benefits vs Risks
Benefits Risks
Economical way to reach your target
audience in mass
Economical but time consuming
Stimulates awareness of and demand for
your company's products or services
Must earn the publicity first
Strengthens your company image At the mercy of reporters &
gatekeepers
Creates more credibility than traditional
advertising – 3rd party endorsements
Could create critics & detractors
Creates an advantage over your
competitors that are not utilizing PR
effectively
Don’t control the timing or
publicity

7. Elements of a PR Campaign
Media Research & Database
(B-B, B-C, Local, Regional, National, Trade)
Press Release
Media Advisory
Fact Sheet
Identify Media Contact Person
Identify Company Spokesperson
Release Date & Pitch Schedule
Pitch Follow up

8. 1. How different is your product/ service from your competition?
2. What are the key differentiators
3. Your personal story. First, your pitch needs to be all about you.
Most journalists would much rather talk to business owners direct; they’re
bound to get better content
Have a Story

9. Distributing Press Release
Do It Yourself
Distribution Services –
PR Newswire
Business Newswire
PR Web
1888 Press Release
etc.

10. Create a super-targeted media list with your top journalists. Find which local newspapers, radio shows, blogs or trade
media fit your stories.
Bloggers:
Working With the Media

11. Journalists
Working With the Media

12. Use premium search in LinkedIn to identify journalists.
Working With the Media

13. Wire Services and other PR Websites
PRWeb.com
PressReleaseJet.com
PRNewswire.com – Nationally known and trusted.
Businessnewswire.com – Nationally known and trusted.
Working With the Media

14. Editors:
Working With the Media
Take the
time to ID
the media
you want to
work with.

15. Make it easy for the media to use your information
 Could you offer a story exclusive?
 Write your press release in the standard format
 Would your amazing photography save the magazine some
money?
 Appoint a contact person in your organization
Be prepared for rejection
Working With the Media

16. Anatomy of a Press Release
Press Release Template
Company Contact Person & Information
Headline
Sub-headline
Location & Date
Hook
Supporting Information
Company Quotes
Company Boiler Plate
Digital Links – Website & Media Kits

17. Have a press kit handy
 a brief business overview
 Press Release
 Business Card
 Re-prints or links to any other press you may have generated
 Team member bios
 Photography should be hi-res and professional
 Include a demo or sample or a way to receive one
 QR code or other easy access to a launch-specific landing page or
microsite
Working With the Media

18. Try These Helpful Websites
Working With the Media

19. Tracking & Leveraging Results
Do It Yourself
Tracking Services
Cyber Alert
Media Tracking
eReleases.com, etc.
Post on Website
Post in Your Business
Include It in Your Marketing Material (if positive)
Create Blogging Opportunities
Clippings, transcripts, mp3
Every outlet that picked up the story

20. Be Ready For Prime Time

21. Website and Social Media

22. A. Saddleback Career Ministries: Teach Personal Branding in
Career Ministry program
B. Marketing Director; Orange County Women’s Chorus
C. Program Chair; MENG, Orange County
D. Ambassador; Newport Beach Chamber of Commerce
Partner With Charities

23. Book speaking engagements.
A. Chambers of Commerce
B. Monthly meet-up group
C. Conferences
D. Community Colleges/ Universities
Book Speaking Engagements

24. Give back to the community

25. Blogging

26. Case Studies

27. Coming Up
Workshop: How to Market Your Small
Business For Bigger Sales ... On a Shoe
String Budget!
Saturday, July 16, 2016
10:00 am to 2:00 pm
Register: http://ow.ly/BOUz301esEW
Location: Pro Desk Space
$50.00 Meet-Up Discount: “OCSBMC”