THHGCS07B Coordinate Marketing Activities Lecture 2

Last Updated 24/10/20062 Public Relations (PR)

Last Updated 24/10/20063 Definition "Public relations is the management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest, and plans and executes a program of action to earn public understanding and acceptance." - Public Relations News

Last Updated 24/10/20064 Examples public affairs community relations, investor relations, public press conferences, media events, internal communications, crisis communications

Last Updated 24/10/20065 Examples writing of a press release coordinating media contacts for an event or conference securing credentials

Last Updated 24/10/20066 Effort to influence the public

Last Updated 24/10/20067 Good PR is the telling of a good story "If a dog bites a man it is not news; but if a man bits a dog it is news". - Lord Northcliffe

Last Updated 24/10/20068 The Fall of Advertising and the Rise of PR American marketing strategists Al and Laura Ries argue that public relations has become the most effective way to build a brand (e.g., The Body Shop )

Last Updated 24/10/20069 Target Market Relations (TMR)

Last Updated 24/10/ PR Strategy

Last Updated 24/10/ Determine your target Newspapers TV Radio

Last Updated 24/10/ Develop a database of contacts Primary editor or reporter of your target

Last Updated 24/10/ Determine your PR story Is it newsworthy?

Last Updated 24/10/ Write the press release Who, what, where, when, and why

Last Updated 24/10/ Send your press release Knowing your editor’s/reporter’s preference will increase chance of publicity

Last Updated 24/10/ Use your press release for other things Post on web site Direct-mail to customers and prospects Handouts on sales calls Fliers

Last Updated 24/10/ Establish relationships Network! Network! Network!

Last Updated 24/10/ PR kit

Last Updated 24/10/ Media kit An information packet about a business of product Like a resume for your company Collection of company information and articles to answer media questions Also known as Press kit

Last Updated 24/10/ The ingredients of a PR kit Letter of introduction (pitch letter) Introduction of the company Product/service information

Last Updated 24/10/ The ingredients of a PR kit Recent press publications and articles Audio/video files of media related contact (e.g., radio interview) Sample news story

Last Updated 24/10/ The ingredients of a PR kit Industry news Financial statements FAQs

Last Updated 24/10/ The ingredients of a PR kit Nonprofit and community service Recent awards Photos White papers Order form etc

Last Updated 24/10/ Making a PR story

Last Updated 24/10/ PR story Anything about your business that you want the public to know

Last Updated 24/10/ Making a PR story Determine your goals –Increase sales –Increase awareness –Develop goodwill –etc

Last Updated 24/10/ Making a PR story Choose your media targets

Last Updated 24/10/ Making a PR story Get creative –Can we tie our product/service to a celebrity?

Last Updated 24/10/ Making a PR story Make the pitch

Last Updated 24/10/ Making press releases

Last Updated 24/10/ Elements of an effective press release AIDA (attention, interest, desire, action)

Last Updated 24/10/ Attention Catchy, creative, and pertinent headline Use capital letters Short and to the point Include some type of action Relating to a benefit

Last Updated 24/10/ Headline subtitle Additional, attention grabbing Who, what, where, when Don’t beat around the bush

Last Updated 24/10/ Add details Subject of your announcement Benefits/features Biography

Last Updated 24/10/ Add a quote from a key player President of the company Spokeperson

Last Updated 24/10/ Additional information Pricing information Contact information

Last Updated 24/10/ Resources nt/f4pr.shtmlhttp:// nt/f4pr.shtml