Introduction to PR Strategy with 8 Tips and Tactics
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The document provides tips for startups and entrepreneurs on implementing a public relations strategy. It defines PR as communicating and maintaining relationships to support business success. The author advises understanding your business vision, mission and values before starting. Key tips include keeping track of what is said about your company, thoroughly researching journalists before contacting them, being newsworthy in your outreach, using social media strategically, networking both online and offline, and letting your actions enhance your message. Overall it emphasizes the importance of nurturing relationships over time through consistent, high-quality communication.
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Introduction to PR Strategy with 8 Tips and Tactics
- 2. @AishaKellaway Aisha (Skippy) Kellaway Digital PR Specialist AishaKellaway aisha@white.net
- 3. @AishaKellaway PR STRATEGY TOP TIPS FOR STARTUPS AND ENTREPRENEURS
- 4. @AishaKellaway WHAT DO YOU THINK PR IS?
- 5. @AishaKellaway SO, WHAT IS PR? “Information given to the public to persuade and modify actions and attitudes.” AND “Efforts to integrate attitudes and actions of an institution with its publics, and of publics with that institution.” 1891 - 1995 Edward Bernays: Father of Public Relations
- 6. @AishaKellaway IN OTHER WORDS: PR is the ongoing process of communicating and maintaining relationships with the different groups of people you rely on for the success of your business.
- 8. @AishaKellaway Press releases Press relations Anything that influences your relationships and reputation through communication. UX / web content Reviews Events & speeches Email / Direct Social media Crisis management Investor relations CSR … And much more PR is…
- 9. @AishaKellaway THINGS TO CONSIDER BEFORE IMPLEMENTING A PR STRATEGY
- 11. @AishaKellaway VISION: MISSION: VALUES: Long term goals of the company (what do you want to achieve?) What is your purpose? Why are you doing what you’re doing? How you make your decisions and choices to achieve your vision and mission?
- 12. @AishaKellaway PR is not a quick fix. (because good relationships need to be nurtured)
- 13. @AishaKellaway There is no one way of “doing PR”.
- 14. @AishaKellaway It all starts with your publics
- 15. @AishaKellaway Step 1: Identify Step 2: Understand Step 3: Communicate Who are you targeting? What are they looking for? What values do they share with you? What messages can you craft to communicate these values to them?
- 16. @AishaKellaway Ensure you’ve done your housekeeping
- 17. @AishaKellaway 8 PR TIPS & TACTICS
- 18. @AishaKellaway 1 2 3 4 5 6 7 8 Keep on top of what’s being said about you 1 Keep on top of what’s being said about you
- 19. @AishaKellaway 1 2 3 4 5 6 7 8 Keep on top of what’s being said about you
- 20. @AishaKellaway 1 2 3 4 5 6 7 8 Keep on top of what’s being said about you PR Toolkit: • Google.com/alerts (Free) • Mention.com (Free trial)
- 21. @AishaKellaway 1 2 3 4 5 6 7 8 Keep on top of what’s being said about you If you want to contact press… do your research! 2 If you want to contact press… …do your research!
- 22. @AishaKellaway 1 2 3 4 5 6 7 8 Keep on top of what’s being said about you If you want to contact press… do your research! Step 1: Step 2: Step 3: Find out who talks/writes about what, and when. Where do you fit in, and where can you add value. Get in touch, with all relevant information. PROACTIVE OUTREACH:
- 23. @AishaKellaway 1 2 3 4 5 6 7 8 Keep on top of what’s being said about you If you want to contact press… do your research! • What are you doing? • Why/how is it different? • Any event/key information? • Website address • Be ready to commit to interview dates • Ensure you have good head shots JOURNALIST CHECKLIST:
- 24. @AishaKellaway 1 2 3 4 5 6 7 8 Keep on top of what’s being said about you If you want to contact press… do your research! PR Toolkit: • #journorequest (Free) • HARO (Free) • Sourcebottle (Free) • Response Source (Paid)
- 25. @AishaKellaway 1 2 3 4 5 6 7 8 Keep on top of what’s being said about you If you want to contact press… do your research! Dos and Don’ts when emailing journalists/bloggers 3 Dos and Don’ts when emailing journalists/bloggers
- 26. @AishaKellaway 1 2 3 4 5 6 7 8 Keep on top of what’s being said about you If you want to contact press… do your research!DON’T: Send bulk,generic emails. DO: Send targeted emails that show that you understand the journalist, publication and audience. Dos and Don’ts when emailing journalists/bloggers
- 27. @AishaKellaway 1 2 3 4 5 6 7 8 Keep on top of what’s being said about you If you want to contact press… do your research! DON’T: Attach large images and files DO: Include a low res image inline & send a link to Dropbox/WeTransfer for high res. Dos and Don’ts when emailing journalists/bloggers
- 28. @AishaKellaway 1 2 3 4 5 6 7 8 Keep on top of what’s being said about you If you want to contact press… do your research! DON’T: Pester them by following up straight away DO: Send emails in plenty of time and have something of value to add when following up. Dos and Don’ts when emailing journalists/bloggers
- 29. @AishaKellaway 1 2 3 4 5 6 7 8 Keep on top of what’s being said about you If you want to contact press… do your research! Dos and Don’ts when emailing journalists/bloggers Be newsworthy 4 Be newsworthy
- 30. @AishaKellaway 1 2 3 4 5 6 7 8 Keep on top of what’s being said about you If you want to contact press… do your research! Be professional when emailing journalists/bloggers Be newsworthy WHAT IS YOUR STORY? We’ve launched We’re hiring Future plans Funding Acquiring
- 31. @AishaKellaway 1 2 3 4 5 6 7 8 Keep on top of what’s being said about you If you want to contact press… do your research! Be newsworthy WHY SHOULD THEY CARE? Human InterestProminence ProximitySignificanceTimeliness bitesizepr.com/what-makes-a-story-newsworthy Dos and Don’ts when emailing journalists/bloggers
- 32. @AishaKellaway 1 2 3 4 5 6 7 8 Keep on top of what’s being said about you If you want to contact press… do your research! Be Newsworthy Think about how you’re using social media 5 Think about how you’re using social media Dos and Don’ts when emailing journalists/bloggers
- 33. @AishaKellaway 1 2 3 4 5 6 7 8 Keep on top of what’s being said about you If you want to contact press… do your research! Be Newsworthy Think about how you’re using social media What do your audience use? Build strategy around that Share expertise & authority Sense of community: Build relationships No Selling Dos and Don’ts when emailing journalists/bloggers
- 34. @AishaKellaway 1 2 3 4 5 6 7 8 Keep on top of what’s being said about you If you want to contact press… do your research! Be Newsworthy Think about how you’re using social media Quality over quantity 6 Quality over quantity Dos and Don’ts when emailing journalists/bloggers
- 35. @AishaKellaway 1 2 3 4 5 6 7 8 Keep on top of what’s being said about you If you want to contact press… do your research! Be Newsworthy Think about how you’re using social media Quality over quantity Why am I posting this? What value does this add to readers? Dos and Don’ts when emailing journalists/bloggers
- 36. @AishaKellaway 1 2 3 4 5 6 7 8 Keep on top of what’s being said about you If you want to contact press… do your research! Be Newsworthy Think about how you’re using social media Quality over quantity Network on and offline 7 Network on and offline Dos and Don’ts when emailing journalists/bloggers
- 37. @AishaKellaway 1 2 3 4 5 6 7 8 Keep on top of what’s being said about you If you want to contact press… do your research! Be Newsworthy Think about how you’re using social media Quality over quantity Network on and offline Offer to speak at events – start small Refer people who can help – be reliable Make connections with publishers or writers of industry publicationsand offer contribution Engage in industry chats on LinkedIn, Twitter, Quora etc. Dos and Don’ts when emailing journalists/bloggers
- 38. @AishaKellaway 1 2 3 4 5 6 7 8 Keep on top of what’s being said about you If you want to contact press… do your research! Be Newsworthy Think about how you’re using social media Quality over quantity Network on and offline Actions speak louder than words 8 Actions speak louder than words Dos and Don’ts when emailing journalists/bloggers
- 39. @AishaKellaway 1 2 3 4 5 6 7 8 Keep on top of what’s being said about you If you want to contact press… do your research! Be Newsworthy Think about how you’re using social media Quality over quantity Network on and offline Actions speak louder than words DonateEventsSocial Media Dos and Don’ts when emailing journalists/bloggers
- 41. @AishaKellaway Thanks for listening! Aisha (Skippy) Kellaway Digital PR Specialist AishaKellaway aisha@white.net