Hill & Knowlton’s PR 101: Opportunities for Entrepreneurs introduces you to the world of public relations and the best way for entrepreneurs to leverage the value of PR in meeting both business and marketing goals. Relating specifically to a successful product/company launch, the session reviews the role, benefits and impact of public relations within the marketing mix and provide guidance on incorporating key PR strategies into business plans. In this interactive session you learn: * PR in the realm of technology * Credibility of PR versus other marketing vehicles * The difference between media and influencer communications * Making and communicating news * Critical success factors for effective PR * How and when to use PR in a strategic product launch * How and when to use a PR agency and how best to evaluate their offering. Part of the MaRS Best Practices Series. More information here: http://www.marsdd.com/events/details.html?uuid=8d2f09eb-064e-428a-af83-fe29b8503d63

1. PUBLIC
MaRS Best Practices Series
Generously
Supported By
RELATIONS 101
Opportunities for Entrepreneurs
PUBLIC
RELATIONS 101 In partnership with
Opportunities for Entrepreneurs
In partnership with
Thursday, January 21, 2010
12pm - 1:30pm, MaRS Centre, CR-3, 101 College Street, Toronto
Additional Generous Support By The William and Nona Heaslip Foundation
Introducing the world of public relations. This MaRS Best Practices sessio
powerhouse Hill & Knowlton – will show entrepreneurs how to leverage t
both business and marketing goals.

2. January 21, 2010
Prepared by:
Hill & Knowlton Canada
160 Bloor Street East, Suite 700
Toronto (Ontario) M4W 3P7
(416) 413-1218

3. The Next 90
Minutes…
• What is it?
• Will it work?
• Who will use it?
• How do you make it?
• How will you sell it?
• What support do you
need?
• Critical success
factors?
3

4. What is PR?
• Media Relations
• Crisis
• Government
• Analysts
• Investors
• Community
4

5. PR in Science
&Technology
• Subject Matter
Complexity
• Collateral Issues
• Number of Influencers
• Executive Reputation
• Breaking New Ground
5

6. Does PR Work?
• Client Value:
» Demand » Feedback
» Distribution » Government
» Partnerships » Recognition
» Prospects » Funding
Reputation
Credibility
6

7. Criteria for Short-listing Technology Providers
● Credibility/reputation is as important to Tech Decision Makers when they short list suppliers as superior
product/service features, superior customer service and positive previous experience
Top 2 Box Among US, UK, Canada Tech Decision Makers
Q8-14: Thinking about the technology products and services that you’re most involved in purchasing for your company, please indicate which of
the following factors played an important role in the decision to put a supplier on your shortlist? Please use a 5-point scale where 1=not at all an
important factor in my decision and 5=an extremely important factor in the decision.
7

8. Sources of Influence
• Personal Experience
• Word of Mouth
• Blogs & Chat Rooms
• Industry Analyst Coverage
• Internet Sites
• Conferences & Trades
Shows
• Media Coverage
• Financial Analyst Coverage
8

9. When & How to Use PR
Evolution
Application
Impact

10. When & How to Use PR
• Building Your Foundation
» Preparation
• Launching Your Brand
» Engagement
• Maximizing Your Momentum
» Energy

11. Building the
Foundation
Preparation
• Influencer Map
• Key Messages
• Content Development
11

12. Influencer Map
Journalists
Industry Analysts Bloggers
Investors Distributors Employees
CEOs Resellers CFOs Policy-Makers
App Developers
Financial Analysts Academics
Health
CIOs Financial
Consumers IT Pros
SMBs Government Energy
Manufacturing
Retail Transportation Automotive
Telecommunications
Identify, Profile & Prioritize
12

13. Key Messages
• Defined: • Deliverable:
» Simple, Concise & Informative » Key Message Matrix
» Industry Trends & Issues » Story Pitch Book
» News Value & Storylines » “Rude” Q&A
Authentic, Believable & Credible
13

14. Content Development
• Press Kit • Web Site
» Press Release » About Us
» Corporate Backgrounder » Newsroom
» Executive Biographies » Product Portfolio
» Product Fact Sheet » Customers
» FAQ » Industry Sectors
» Executive & Product Images » Partners
» Customer Testimonials » Events
» Partner Overview » Resources
» B-Roll
Accurate, Consistent & Compelling
14

15. Content Development
● Corporate & Marketing • Press Release
» Sales Presentations » Use the Inverted Pyramid
» Investor Presentations » Create News Value
» Partner/Investor Newsletters » Know Your Audience
» Executive Speeches » Email or Newswire
» Product Sell Sheets » Alternatives – Story Pitch
Email
» Product Brochures
Re-use, Recycle & Try Not To Bore
Repurpose People
15

16. Building the Foundation
Influencer Map Corporate Documents
Key Message Matrix Marketing Collateral
Rude Q&A Press Release
Story Pitch Book Story Pitch Email
Press Kit Materials Distribution
Web Site Content
16

17. Launching Your
Brand
Engagement
• Executive Visibility
• Influencer Relations
• Social Media
17

18. Executive Visibility
• Team Effort
• Confidence & Passion
• Spokesperson Matrix
• Key Message Delivery Training
18

19. Influencer Relations
• Personal, Creative & Flexible
• Series of Story Pitches
• Analyst Briefings
• Media Tours
• Influencer Lunches
• Conferences
• Product Demo Program
19

20. Social Media
• Joining or Starting the Conversation
• Listen, Watch & Monitor
• Plans & Policies
• Commitment & Transparency
20

21. Launching Your Brand
Executive Spokesperson Media Tours
Matrix
Influencer Lunches
Key Message Delivery
Product Demo Program
Training
Executive Availability Social Web Monitoring
Story Pitch Plans & Policies
Analyst Briefings Blogging & Podcasts
21

22. Maximizing Your
Momentum
Energy
• Customer Case
Studies
• Thought Leadership
• Milestones
22

23. Customer Case Studies
• Business Objectives
• Innovative Features
• Business Benefits
23

24. Thought Leadership
• Speakers Bureau
• Bylined Articles
• E-Newsletters
• Blogs & Podcasts
24

25. Milestones
• Corporate
• Customers
• Partners
25

26. Maximizing Your Momentum
Customer Case Studies
Speakers Bureau
Byline Articles
E-Newsletters
Blogs & Podcasts
Milestones
26

27. Agency Support
• When to Invest
» Determining your story
» First media push
» Establishing presence
• Budget Guidelines
» Retainer
» Discrete pricing
» Draw down
27

28. Agency Support
• What to look for
» Flexibility
» Scalability
» Expertise
• Measurement
» Expectations
» Criteria
28

29. Are You Ready?
• Timing?
• Story?
• Spokesperson?
• Materials?
• Resources?
• Measurement?
29

30. Questions
Mary Keating
mary.keating@hillandknowlton.ca
416-413-4638
David Chin
david.chin@hillandknowlton.ca
416-413-4633
30