Learn how to generate more sales through a targeted public relations campaign

1. How to Use Public Relations to Increase
Branding and Sales
Presented by Solomon/Turner PR
March 28, 2011

2. What is Public Relations?
Public relations is the management function that
establishes and maintains mutually beneficial
relationships between an organization and the
publics on whom its success or failure depends.

3. What is Public Relations Used For?
In most cases it is used to drive buyers from
apathy to awareness in the sales cycle.

5. Public Relations Is Not Advertising
In advertising you control the message.
In public relations the media control the
message.

6. In most cases people think of PR as
publicity.
Publicity is the art of communicating
information about your company, product, or
service to the media with the goal of attaining
a positive outcome.

7. So how do I get publicity for my company
in the media?
• Start a new business
• Purchase a second business
• Change locations
• Announce a major contract or new clients
• Announce a new hire
• Host a special event
• Give a large amount of money to a charity
• Win an award
• Highlight a special employee
• Tie-in a local angle with a national news story

8. Once you have some news you need to
disseminate it.
The way you do this is with a well-written news
release focusing on the who, what, when,
where, and why.

9. St. Louis Media-Print
• St. Louis Post-Dispatch
• St. Louis Business Journal
• Small Business Monthly
• Ladue News
• Town & Style
• St. Louis Commerce
• St. Louis Magazine
• Suburban Journals
• Alive
• Riverfront Times
• Webster-Kirkwood Times
• The St. Louis American
• Community News

10. Why You Need News Coverage…
• If you have a website you need news content to build
your credibility and engage your clients and
prospects.
• We are migrating from the “Information Age” to the
“Communications Age”.
• You also need “third-party” endorsements
confirming your company is a viable business
enterprise.

11. What to do with your news…
• Use as a sales tool. Send to clients and prospects.
• Use as part of an email newsletter.
• Post on website.
• Post on blog.
• Post on Facebook, LinkedIn, Twitter etc.
• Post on LinkedIn groups…Here’s a helpful article.
• Link to news on publication site.
• Use for SEO.
• Determine if story has “legs”.

12. Questions or Comments?
Contact:
Steve Turner
Solomon/Turner PR
314-205-0800
sturner@solomonturner.com