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Let’s Talk…

Bootstrap PR Public Relations 101 Strategies and Tactics to Develop and Execute a Successful Public Relations Program March 23, 2007. Let’s Talk…. The Story The “Lessons” The Lesson. Agency Overview. Agency overview A new kind of PR firm Three attributes that describe GroundFloor Media

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Let’s Talk…

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  1. Bootstrap PRPublic Relations 101Strategies and Tactics to Develop and Execute a Successful Public Relations ProgramMarch 23, 2007

  2. Let’s Talk… • The Story • The “Lessons” • The Lesson

  3. Agency Overview • Agency overview • A new kind of PR firm • Three attributes that describe GroundFloor Media • Experience + Entrepreneurial Spirit + Results Driven • Leveraging multiple locations • Across the nation • Account team structure • We’re all in it together

  4. GFM Clients Current Clients

  5. What is Public Relations and how can it benefit your company?

  6. What’s the difference between PR and Advertising? Promotions? • "If the circus is coming to town and you paint a sign saying 'Circus Coming to the Fairground Sunday,' that's advertising. If you put the sign on the back of an elephant and walk him through town, that's promotion. If the evening news shows the elephant walking through the mayor's flower bed, and you can get the mayor to comment about it, that's public relations." – Reader’s Digest

  7. Develop a Media Relations Plan Before you pick up the phone… • Research top targets, what they’ve covered and competitive analysis • Develop key messages and story angles per media outlet • Determine your target audience • What do you want to accomplish • Prepare the background materials you will need

  8. Develop Key Messages • Elevator pitch/WOW Factor • What are your differentiators? • What are the main points you want to get across in an interview? • How can you make sure your messages are consistent?

  9. Identify and Understand your Target Audience • Who are they? • What do they care about? • What do they have to gain by using your product/service? • How is your product/service going to make their lives easier?

  10. Prepare to Tell your Story What’s newsworthy about your organization? • A story that provides a service to readers/viewers/listeners • A story that hasn’t been told before • A story that’s timely and relevant • Tie into trends/serve as an expert resource

  11. Case Study - Etrema • Starting on the Ground Floor • Since Etrema had never pursued PR, the GFM team started from scratch • GFM developed PR plan, messaging, media materials and press kit • Traveled to Iowa as necessary to work on messaging, media train spokespeople, facilitate interviews with reporters, etc. • Arriving at Results • 30 million media impressions • $100,000 PR price tag that would have equaled more than $1 million in ad dollars • Feature stories in TIME, CNN, Newsweek Japan, The Wall Street Journal, The AP, Fortune, Fast Company, and Fortune Small Business • Increased sales and brand presence for Etrema

  12. Case Study - Molson • Starting on the Ground Floor • Developed creative PR campaign to support Molson’s Welcome Back Hockey • Five priority markets: Boston, Buffalo, N.Y., Columbus, Ohio, Detroit and Pittsburgh • Objectives: • Primary: to generate press coverage for the Molson “street goalies” who appeared in each city in unexpected places attired in Molson hockey gear • Secondary: to create consumer buzz in each market • Arriving at Results • 2.9 million media impressions • Media equivalency exceeded $92,000 • Feature stories in The Detroit Free Press, Buffalo News, Metro Boston and NBC, ABC and CBS affiliates in each market ran stories

  13. Case Study - Molson

  14. Create Key Background Materials • Press releases and media advisories • Pitch letters • Media lists and press kits

  15. Anatomy of a Press Release • Logo • Identifier - "PRESS RELEASE" or "NEWS RELEASE“ or “MEDIA ADVISORY” • Release Information – “For Immediate Release" • Contact Information - Include name, title, phone number and email • Headline – The headline should mimic what you might read in the newspaper • Sub-Head (optional) - Rounds out release • Place Line - The Place line identifies where the story is coming from • Date Line – Release issue date • Lead Paragraph - Five W's (who, what, when, where, why). • Body - Three to five paragraphs. Known as an inverted pyramid. Include a quote or two about the subject matter from someone in the company, an expert in the field, or a client. • Boilerplate - Description of you company that goes at the end of your release. • End Mark - All press release end with a standard ###. If more than one page, the end of the first page should have be noted with -more- at the bottom. • More Information - Anything that follows the standard ### is meant to be unprinted material.

  16. More Tools to Create Awareness • Bylined articles • Showcasing your Expertise • Awards and Lists • Recognition for Great Work • Speaking Opportunities • Grab the Spotlight

  17. Pitching the Media • Read the publication and know the reporter • Understand what they have written • Know deadlines and best means of communication • Have a clear message • Be prepared • Treat reporters professionally • Follow-up

  18. Interview Tips • Be yourself • Determine the reporter’s familiarity with your organization • State the purpose of interview and clarify time constraints • Identify key message points and repeat • Be informative and offer lots of facts and statistics • Use anecdotes, analogies, personal experiences • Suggest other resources for comments/information • Bridge from negative to positive • Assume everything is on the record • Prepare and practice

  19. Media Do’s and Don’t • Do be prepared for a media interview • Don’t feel like you have to answer a reporter’s questions on the spot • Do respond in a timely manner • Don’t assume that anything you say is “off the record” • Do meet deadlines • Don’t write an advertisement and call it a press release • Do proactively pursue media opportunities • Don’t exaggerate • Do be persistent when following up with reporters

  20. Final Words of Wisdom • Interviews offer an opportunity to tell your story • A good interview is an art • Build confidence • Build relationships • Make a good first impression • Be a resource • Reporters are busy; make their jobs easier

  21. Basic Tools • Google – research and news tracking • Competitor sites/trade media – awards, speaking opportunities, media lists • Professional organizations – awards and speaking opportunities • Blog searches – research and industry trends

  22. Mega Tools • PR Newswire/Business Wire • Media Lists – MediaMap/Vocus • ProfNet/SourceNet – media requests • Lexis.com/Factiva.com – research databases • Catchpole/Marketing with Honors – speaking opportunities and awards • Bacons/Burrelle’s/Luce – press tracking

  23. Great PR and Marketing Books • “A Big Life (in advertising)” by Mary Wells Lawrence • “All Marketers Are Liars” by Seth Godin • “Built to Last” by Jim Collins • “Good to Great” by Jim Collins • “Managing the Professional Service Firm” by David Maister • “The Big Moo” by Seth Godin • “The Fall of Advertising & The Rise of PR” by Al Ries & Laura Ries • “Why We Buy” by Paco Underhill

  24. GroundFloor Media1400 Larimer StreetSuite 300Denver, Colorado 80202303-865-8110www.GroundFloorMedia.com

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