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    Rock Star Public Relations

    Uploaded by

    Jacqueline Knight
    Public Relations strategies and tactics to creating and implementing a winning media and communications plan.

    Copyright:

    © All Rights Reserved

    Rock Star Public Relations

    Uploaded by

    Jacqueline Knight
    31 views23 pages
    Public Relations strategies and tactics to creating and implementing a winning media and communications plan.

    Copyright

    © © All Rights Reserved

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    Public Relations strategies and tactics to creating and implementing a winning media and communications plan.

    Copyright:

    © All Rights Reserved
    31 views23 pages

    Rock Star Public Relations

    Uploaded by

    Jacqueline Knight
    Public Relations strategies and tactics to creating and implementing a winning media and communications plan.

    Copyright:

    © All Rights Reserved
    of 23

    Rock Star

    Public
    Relations
    Getting Noticed –
    The Right Way!
    What is Public Relations?

    “Public relations is a strategic


    communication process that builds
    mutually beneficial relationships
    between organizations and their
    publics.”
    Simple and straightforward
    • “Process” is preferable to “management • Anticipating, analyzing and interpreting
    function” which can evoke ideas of control public opinion, attitudes and issues that
    and top-down, one-way communications. might impact, for good or ill, the operations
    • “Relationships” relates to public relations’ and plans of the organization.
    role in helping to bring together organizations
    and individuals with their key stakeholders. • Counseling management at all levels in the
    • “Publics” is preferable to “stakeholders,” as organization with regard to policy decisions,
    the former relates to the very “public” nature courses of action and communication,
    of public relations, whereas “stakeholders” taking into account their public
    has connotations of publicly-traded ramifications and the organization’s social or
    companies. citizenship responsibilities.
    As a management function, public relations also
    encompasses the following: • Researching, conducting and evaluating, on
    • Planning and implementing the organization’s a continuing basis, programs of action and
    efforts to influence or change public policy. communication to achieve the informed
    Setting objectives, planning, budgeting, public understanding necessary to the
    recruiting and training staff, developing success of an organization’s aims. These
    facilities — in short, managing the resources may include marketing; financial; fund
    needed to perform all of the above. raising; employee, community or
    government relations; and other programs.
    ??????????
    Do you know what people are saying about you online?
    Consumers today trust personal and peer recommendations and
    online reviews more than anything else when researching a
    product, business, or service.
    Every Single
    Business Day
    You Are Either
    Getting A

    Or A
    There IS Such a Thing as
    BAD PRESS!
    Who Are You Talking To?
    Lowe’s Versus Home Depot
    Founded: 1978
    Employees: 321,000
    Sales: $18.25 billion

    “Low prices are just the beginning" early 1990s


    “First In Home Improvement!" 1999–2003
    “You can do it. We can help.” 2003-2009
    “More saving. More doing.” 2009-2013
    “Let’s do this!” 2014

    Founded in 1921
    Employees: 167,000
    Sales: $15.71 billion (2013)

    "Let's build something together," 2006


    “Never stop improving” 2011

    Analysts also say Home Depot will continue to outperform Lowe's on the sales front for a while, in part because it
    derives much more revenue from the key contractor and professional customer group.
    * Lowe’s, Home Depot, Inc.; Menard, Inc.; True Value Company; Wal-Mart Stores, Inc.; Ace Hardware Corporation; Sears, Roebuck and Co.
    Who Are Your Audiences?

    Customers/Clients
    Gatekeepers/Lawmakers
    Media: Online and Offline
    Potential Partners
    The Competition
    The Competitions Customers

    Case Study: Home Depot vs. Lowes vs. Ace Hardware


    What

    To

    Do?
    PR Starts from the Bottom Up!
    Begin at the End!
    Target Audience Identifiers
    10 Steps to Creating An Award Worthy
    PR and Communications Plan
    WRITING A PR AND
    COMMUNICATIONS PLAN
    Your Business Can Capitalize On The
    Social PR Opportunity Right Now!
    Today to Create a Positive Image
    for Your Company
    1.Give Away Eco-Friendly or Other
    Timely Promotional Items
    2.Donate to a Good Cause
    3.Demonstrate Extraordinary Customer
    Service Skills
    4.Be Honest and Open
    5.Get Involved in the Community

    6.Host a High-profile Community Event


    7.Partner with a company to Co-Brand
    and increase exposure
    How to Write a Winning
    Great tips to remember:

    1. K.I.S.S. - Keep It Simple Stupid.


    2. Why should this be newsworthy?
    3. Make your subject clear, factual and have it summarize your entire release.
    4. In your first paragraph be sure to clearly explain your point of the release.
    5. I always think it’s a good idea to include a quote from your president or an
    expert.
    6. Never forget to include your name, number, release date etc…
    7. Keep it short. Don’t make a release more than 1 page.
    8. It’s always a good idea to try and spin a local angle to get local area press
    coverage.

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