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Introduction to PR Strategy with 8 Tips and Tactics

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This presentation was delivered at Outreach Digital in London, in Feb 2016. It explores the fundamental principles of Public Relations, ground rules you need to consider before you develop a PR strategy, and 8 practical tips and tactics you can implement within your business.

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Introduction to PR Strategy with 8 Tips and Tactics

  1. 1. @AishaKellaway Aisha (Skippy) Kellaway Digital PR Specialist AishaKellaway aisha@white.net
  2. 2. @AishaKellaway PR STRATEGY TOP TIPS FOR STARTUPS AND ENTREPRENEURS
  3. 3. @AishaKellaway WHAT DO YOU THINK PR IS?
  4. 4. @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
  5. 5. @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.
  6. 6. @AishaKellaway Press releases Press relationsMany people think PR is…
  7. 7. @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…
  8. 8. @AishaKellaway THINGS TO CONSIDER BEFORE IMPLEMENTING A PR STRATEGY
  9. 9. @AishaKellaway Understand Your Business.
  10. 10. @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?
  11. 11. @AishaKellaway PR is not a quick fix. (because good relationships need to be nurtured)
  12. 12. @AishaKellaway There is no one way of “doing PR”.
  13. 13. @AishaKellaway It all starts with your publics
  14. 14. @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?
  15. 15. @AishaKellaway Ensure you’ve done your housekeeping
  16. 16. @AishaKellaway 8 PR TIPS & TACTICS
  17. 17. @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
  18. 18. @AishaKellaway 1 2 3 4 5 6 7 8 Keep on top of what’s being said about you
  19. 19. @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)
  20. 20. @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!
  21. 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! 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:
  22. 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! • 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:
  23. 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! PR Toolkit: • #journorequest (Free) • HARO (Free) • Sourcebottle (Free) • Response Source (Paid)
  24. 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! Dos and Don’ts when emailing journalists/bloggers 3 Dos and Don’ts when emailing journalists/bloggers
  25. 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!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
  26. 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: 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
  27. 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: 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
  28. 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! Dos and Don’ts when emailing journalists/bloggers Be newsworthy 4 Be newsworthy
  29. 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! Be professional when emailing journalists/bloggers Be newsworthy WHAT IS YOUR STORY? We’ve launched We’re hiring Future plans Funding Acquiring
  30. 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 newsworthy WHY SHOULD THEY CARE? Human InterestProminence ProximitySignificanceTimeliness bitesizepr.com/what-makes-a-story-newsworthy Dos and Don’ts when emailing journalists/bloggers
  31. 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 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
  32. 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 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
  33. 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 Quality over quantity 6 Quality over quantity Dos and Don’ts when emailing journalists/bloggers
  34. 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 Why am I posting this? What value does this add to readers? Dos and Don’ts when emailing journalists/bloggers
  35. 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 Network on and offline 7 Network on and offline Dos and Don’ts when emailing journalists/bloggers
  36. 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 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
  37. 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 Actions speak louder than words 8 Actions speak louder than words Dos and Don’ts when emailing journalists/bloggers
  38. 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 DonateEventsSocial Media Dos and Don’ts when emailing journalists/bloggers
  39. 39. @AishaKellaway YOUR REPUTATION PRECEDES YOU
  40. 40. @AishaKellaway Thanks for listening! Aisha (Skippy) Kellaway Digital PR Specialist AishaKellaway aisha@white.net
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This presentation was delivered at Outreach Digital in London, in Feb 2016. It explores the fundamental principles of Public Relations, ground rules you need to consider before you develop a PR strategy, and 8 practical tips and tactics you can implement within your business.

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