Public Relations 101:

Understanding and
Using the Tools
Agenda
Public Relations (PR)
What it is and isnt
What it can and cannot do
PR Tools Overview
How PR can help your group
Implementing PR as a tool
Objective
To provide you with
at least one idea
that will help you
further the mission
of your club
PR: Understanding
the Basics
PR is not
Rocket Science
(whew!)
Advertising
Low High Low PR
High Low High Advertising
Cost Credibility Control
PR is
A strategic
communications process
that helps manage,
protect, and enhance the
reputation of an
organization, its
members, and its
services
PR is
Simple
One call can earn media coverage
Cost-effective
You can reach thousands, even millions
Powerful
The right story with the right message can
have a huge impact
Public Relations Can
Build an image
Reinforce and further an
organizations reputation.
Raise awareness
Educate
Increase understanding
Change behavior
Build credibility
Influence opinion leaders
Motivate your audience to action
Public Relations cannot
Eliminate the competition
Eliminate others opinions
Compensate for bad decisions, corrupt
practices, or weak marketing positions
Substance is required, must be relevant
PR: Understanding
the Tools
Public Relations tools
Press releases, media alerts, press
conferences
For timely/breaking news
Backgrounders
Meetings to build relationships, educate
Special events
Planned meetings and shows
Created events for key audiences
By-lined articles
Gives your organizations POV on issue
Speeches
Public Relations tools
Pitch letters or calls to media
Propose coverage
Photos, B-roll videotape, other visuals
Materials given to media to help tell your
story
Brochures, newsletters, other
collateral
Web site content
Blogs, discussion boards, etc.
Using the Tools
Keys to success:
Think like the audience
consumers
Reporters
Legislators
Community leaders
Club Members
Know what makes
news
Controversy
Change
New
Unique
Unusual
Perfect for Breed Clubs!
Using Tools with the Media
Relevance
News you can use (tips)
Link to emerging trend
Use stats: Scottish Fold Clubs capitalize on
growing number of Scottish fold cat
ownership in big cities
Leverage pop culture: Garfield movie release
Timeliness
Event this weekend (TV/daily newspapers)
Event in two-three months (local
magazine/monthlies)
A local angle
Reporters want to personalize all stories
PR: Setting the Stage
to Use the Tools!
Can PR Help Your Club?
First -- answer these questions:
What is the mission of our club?
Any misperceptions in the marketplace that
prevent us from accomplishing our goals?
What audiences are most important to us
Members?
General public?
Special interest groups?
Partnering organizations?
Industry influentials?
Government officials?
And most important
What is your message?
It is always a risk to speak to
the press: they are likely to
report what you say.
Hubert H. Humphrey
Setting the Stage:
Key Message Development
What are Key Messages?
Clear, concise, memorable thoughts that
align with your business objectives
The thoughts you most want your audience
to remember above all else
Key to gain club alignment to the
messages:
Ensures all are speaking with one voice to
outside audiences
Why do we need key messages?
We live in an era of information overload
and sound-bite journalism
Message points
Define your agenda to help you focus
Make it easy for you to tell your story
Make it easy for others to remember it
Give you a life raft to cling to if the waters
turn rough
Ensure consistency throughout your
organization
Setting the Stage:
Key Message Development
How to Create Key Messages
Primary messages and proof points:
Headlines followed by the story
(journalists)
Assertions followed by the supporting
evidence (lawyers)
At least one, no more than four
A one-pager
Setting the Stage:
Key Message Development
Hypothetical Example #1
Primary
message
point
Proof points
People are bombarded
by thousands of messages a
day, so only the most
compelling and easy to
remember messages
get through
Helps you prepare for
discussions
This one discipline alone has
helped win presidential
elections
Focusing on a few key
messages is key to
effective
communication
Hypothetical Example #2
Primary
message
point
Proof points
Iams and Eukanuba nutrition helps
millions of dogs and cats live
longer, healthier lives with
innovations like Eukanuba
Sensitive Stomach diet with
patented fiber sources for healthy
digestion, the Iams Dental Defense
System to reduce tartar build-up
and omega fatty acids for a
healthy, luxurious skin and coat
Iams Pet Imaging Centers in
Virginia, North Carolina and soon
San Francisco are bringing the
latest in human diagnostics to pets
and their vets!
The Iams Company is a pet
well-being company, with
its cornerstone foundation
in nutrition
Key Messages: Not just for Media
Can work in communicating with all
your audiences
Community leaders
Organizations
Members
Business partners
Legislators and others
Use across all forms of communication
Elevator conversations
One-on-one meetings
Public speaking
Presentations for funding
Keys Message Point Success
Frequent and consistent delivery
Constantly reviewed and updated
Ideally, the support points change, not the
primary messages
A part of the fabric of your club
Practiced with friends and family through
interviews
Key Message Exercise
Small Groups
Think about your
next show
Communications
objective: To
increase
attendance to
the show
Develop key
message with
proof points
10 minutes
Go!
PR: Putting the Tools
to Use
Putting the Tools to Use
Understanding and utilizing the tools
that help deliver your messages
Call to a local reporter
News release to several reporters
Letter to the editor of the paper
Newsletter to your members
Special event
Brief speech at the Rotary Club
Presentation to government officials
New page on your web site
Ideally, a combination of several of the
above
Identify media contacts and build
relationships
Newspaper feature writers and editors
Radio newscasters, producers and DJs
Television assignment editors, producers
and reporters
Watch for and create opportunities
An upcoming meeting or event you can
leverage
The launch of a movie or the emergence of
a consumer trend that you can connect
your message to in a relevant way (i.e.
makeover mania = prep for the ring)
Putting the Tools to Use
Tools: The I deal Package
Suggested PR plan for your next
event:
1 week out (call day of event
to confirm attendance)
Call all local TV stations:
News directors (or
reporter)
E-mail thanks to all who
covered the event
Post event
Review coverage and
process/capture learnings
Event debrief
2 months out E-mail and call local daily
newspapers:
Features Editors
Sports Editors
3 months out E-mail and call local monthly
publications
3 months out Write News Release
6 months out Develop Key Messages
Tools Exercise
Small Groups:
Develop a skeleton plan for your next show
Include key messages & suggested
headlines
10 minutes
Go!
Putting the Tools to Use
Preparing for the interview
Tips for talking to the press
You are in control
Focus in delivering your message
know what you want to say, be
informed and be prepared
Look for an opportunity with the last
question
Prepare for the worst questions
Remember this equation A= Q + KM
Putting the Tools to Use
Use blocking and bridging (B&B) to
get from the question to your
message (A=Q+KM)
Does
anyone
here have
any questions
for my
answers?
Henry Kissinger
Putting the Tools to Use
B&B language:
Its our policy not to discuss those types of
things, but I can tell you
I think what youre really asking is
Let me clarify. What were really talking
about here is
That speaks to a bigger point, which is
Putting the Tools to Use
More Interview Tips:
Keep your cool dont be arrogant or
hostile
Be repetitive but not robotic
Use easy to understand examples or stories
to illustrate your point
Say only what you want to say, then STOP
You can call a time-out its ok to pause
If you dont know, dont speculate
Never repeat a negative
Remember there is no firm beginning or
end to an interview
Choose the proper backdrop for a
broadcast story
Putting the Tools to Use
No perfect interview:
Dont be too hard on yourself
Do monitor the coverage closely to learn
from each experience

Your passion for a subject

-
- William J ames William J ames
Harvard Professor of Psychology Harvard Professor of Psychology
A quick recap
Public relations can be simple, cost-
effective and powerful
Remember the three key steps to
putting PR to work for you
Know what you want to say
Tap the PR tool box to create opportunities
to deliver your message
Be prepared for the media interview this
is your chance to tell your story