On September 20, 2012, Pacharee Pantoomano and Kittima Sethi, directors of Brand Now Co. Ltd, presented DIY Marketing and PR to a group at the Foreign Correspondent Club of Thailand. The session presented case studies showcasing different tools and tactics employed in marketing and PR. No copyright infringement intended in presenting the case studies. For more information, visit brandnow.asia.

1. Do-It-Yourself (DIY) PR
By Kittima Sethi

2. What this session will cover:
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What is PR and what is not PR
Benefits of PR
Downsides of PR
Six DIY Media Relations tips and
tactics
• DIY PR Ideas

3. What is Public Relations (PR)?
Communicating your organization’s
messages at the right time and in
the right place to the right audience

4. What is Public Relations (PR)?
Reputation:
Building good relations with the
company’s various publics

5. What is Public Relations (PR)?
Building and Managing
Relationships with media

6. What is Public Relations (PR)?
Gaining editorial coverage
in the media for free

7. What PR is NOT
It isn't always about short-term
campaigns, such as product launches.
It includes longer-term strategic plans,
such as brand building and working with
local or global communities.

8. What PR is NOT
It is not advertising
PR
Advertising
o More control over
placement, content and
timing of message
o Third-party endorsement
gives credibility and
objectivity
o Target audience
o
Cost effective
o Strive to sell product
o
Increase search engine
visibility
o
Shaping image
o
Priceless
o Descriptive language
o
Expensive

10. Benefits of PR
 Reaches a wide
audience
 Educates people
 Placement
 Credible
 Detailed coverage
 Image Building
 Lead generation
 Attract employees
 Access to funding
and investors

11. Downsides of PR
• No control over story,
content, size or
placement
• PR event or release
may get “bumped”
• May misfire through
lack of coordination
with marketing
department or
inconsistent
communication

12. Six DIY Media Relations
Tips and Tactics

13. 1. Develop a Strategy

14. 2. Identify your audience

15. 3. Create a media list

16. 4. Crafting the story
a) Timing
b) Significance
c) Prominence
d) Human Interest

17. 4. Crafting the story
a)Timing
b)Significance
Tax evasion
Disease Outbreak

18. 4. Crafting the story
c) Prominence

19. 4. Crafting the story
d) Human Interest
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Toyota gifted cars to Thai Paralympic gold
medalists

20. 5. Prepare a press release
Press Kit
Press release
 Fact sheet
 Profile
 Photo


21. 6. Pitching to media
Know your reporter
Who, What, Where, Why and How
Short and simple
Practice your pitch

22. DIY PR Ideas
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Releases
Events
PR Stunts
Product demo
Social media
Testimonials
Junkets
Endorsements
Speaking events