PR101 A Guide to Public Relations
Download as PPTX, PDF0 likes855 views
PR 101 by Martin Dyan is a comprehensive guide to public relations, covering the definition, objectives, and messaging strategies. It emphasizes the importance of understanding the audience, building media lists, and creating impactful narratives. The document also includes practical tips for media engagement, interview preparation, and metrics for success.
PR101 A Guide to Public Relations
- 1. PR 101 – A Guide to Public Relations Martin Dyan (Online Version)
- 2. A little about me… PR 101 – A guide to PR: Martin Dyan • Almost a decade in PR • Media specialist • Supporting agencies and businesses PR EXPERTISE
- 4. What we’ll cover… 1) What is PR 2) When you need PR 3) Your objectives and your audience 4) Messaging 5) Building a media list 7) What makes a strong story 8) Media interviews 9) Metrics 10) Three key principles PR 101 – A guide to PR: Martin Dyan
- 5. WHAT IS PR? Public Relations (PR) is the way organisations, companies and individuals communicate with the public and media. It can also be known as building PERSONAL RELATIONSHIPS • Proactive campaigning • Reactive ‘issues management’ PR 101 – A guide to PR: Martin Dyan
- 6. PR 101 – A guide to PR: Martin Dyan
- 7. WHY DO WE NEED PR? DOES SIZE MATTER? Reputation matters. It’s what counts. “KNOWING COMMUNICATIONS IN TODAY’S ENVIRONMENT TO ME IS EQUAL TO IF NOT SCARILY MORE IMPORTANT THAN UNDERSTANDING FINANCES” GARY VAYNERCHUK PR 101 – A guide to PR: Martin Dyan
- 8. BE CLEAR ABOUT YOUR OBJECTIVES What are you trying to do? - Drive traffic to your website or app? - Raise funds, attract investment? - Hire the best of the best? - Make social change - Change the world? Whatever you do… PR 101 – A guide to PR: Martin Dyan
- 9. MAKE A POINT PR 101 – A guide to PR: Martin Dyan
- 10. THINK ABOUT YOUR AUDIENCE/STAKEHOLDERS… • Employees? • Customers? • People you’re hiring? • Government/Lobbying? PR 101 – A guide to PR: Martin Dyan
- 11. BUILDING A LIST OF INFLUENCERS • Follow everyone relevant on twitter • Go onto forums, who’s talking about what? READ AND LISTEN AND WATCH PR 101 – A guide to PR: Martin Dyan
- 12. MESSAGING PR 101 – A guide to PR: Martin Dyan
- 13. Remember this slide? PR 101 – A guide to PR: Martin Dyan • Almost a decade in PR • Media specialist • Supporting agencies and businesses PR EXPERTISE TOPLINE MESSAGE KEY MESSAGE 1 KEY MESSAGE 2 KEY MESSAGE 3
- 14. MAKE YOUR MESSAGING CLEAR Before you go to media make sure to have a clear narrative along with key messages, you must: • Succinctly outline your business • Grabs people’s attention • Be easily understood (avoid the jargon) PR 101 – A guide to PR: Martin Dyan Tip: Think about pulling together an ‘elevator pitch’ which perfectly sums up who you are in 10 seconds or less.
- 15. …AND WHAT MAKES A DIFFERENCE TO THEM IN YOUR NARRATIVE YOUR BUSINESS: • What problem does it solve? • How is it different? • Are there high profile investors or partners? • Is it topical to the current news or a global rend? • What will be the impact on your sector? • What’s your opinion? YOU: • Where your idea came from • How you’ve overcome difficulties • Were you inspired by a local teacher or businessperson? • What would your business success mean for local people? PR 101 – A guide to PR: Martin Dyan
- 16. FIND THE RIGHT JOURNALISTS • Find someone who has covered a similar story before • Take a personal approach • Don’t forget the power of social media influencers in reaching your audience PR 101 – A guide to PR: Martin Dyan
- 17. A MEDIA LIST LOOKS LIKE… Publication Name Telephone Email Twitter Notes Campaign xxx xx xx xx xx Wired xxx xx xx xxx xx V3 xxx xxx xx xx xx PR 101 – A guide to PR: Martin Dyan
- 18. PR 101 – A guide to PR: Martin Dyan
- 19. JOURNALISTS AND STORIES PR 101 – A guide to PR: Martin Dyan
- 20. WHAT MAKES ‘NEWS’ • Launching a new product • Looking for funding PR 101 – A guide to PR: Martin Dyan • Being shortlisted for an award • Endorsed by a celebrity What do journalists say…
- 21. FILM & PHOTOGRAPHY • Good visuals can help push your story over the line • Get professional pictures of you with something that represents your business (product or service). If you’d rather not pay for it, then get a friend with a good quality camera to take some shots. Or even try the local college or university and offer yourself as a project/case study for a student • If you’re making video content, make it engaging! It can have a comedy element to it, it can be professional, it needs to be emotive PR 101 – A guide to PR: Martin Dyan
- 23. A STRONG MEDIA PACKAGE • You need a good headline with your key messages following • What other supporting info is needed? • Do you have visuals in the release or to offer? • Is there an embargo? • Are you offering an exclusive? PR 101 – A guide to PR: Martin Dyan
- 24. A press release format looks like…. 1. Headline 2. Description of new product or service and date it’s due out 3. A bit about the company 4. Quote 5. Boilerplate PR 101 – A guide to PR: Martin Dyan
- 25. Always pitch: • On the phone first • Then by e-mail PR 101 – A guide to PR: Martin Dyan What else can you do? • Pitch using a gif • Pitch via twitter
- 26. Journalists love meeting founders so... • What can you get across that shows you’re an expert and passionate about what you do? • Are there any trends they should know about? • Think about a journalists’ target audience, what are their readers thinking about (Daily Express demographic is different to V3s!) PR 101 – A guide to PR: Martin Dyan
- 27. DON’T PR 101 – A guide to PR: Martin Dyan • USE TOO MUCH JARGON (unless it’s a specific tech publication) • USE AWFUL IMAGES • THINK YOU’RE THE BEST THING SINCE SLICED BREAD WITHOUT BACKING IT UP (Confidence is one thing but you’ll have to back-up the figures) • BE PATRONISING OR SNARKY TOWARDS A JOURNALIST (don’t burn bridges!) – even if they’re snarky to you and yes, they can be.
- 28. PR 101 – A guide to PR: Martin Dyan
- 29. PREP FOR INTERVIEWS • Think about the three key things you want to get across • When you meet, enjoy it and be personable • Take your time to think about an answer • If you don’t know the answer, say you will find out and get back to them. It’s ok to do this, don’t make it up! • Don’t be pushed in to giving information you don’t want to be out there • Remember that if you’re discussing a story with a journalist there’s no such thing as ‘off the record’ PR 101 – A guide to PR: Martin Dyan
- 30. Try not to be like this guy… PR 101 – A guide to PR: Martin Dyan
- 31. And make sure you know your presenter and the angle they’re coming from… PR 101 – A guide to PR: Martin Dyan
- 32. Bylines/op-eds PR 101 – A guide to PR: Martin Dyan
- 33. PR 101 – A guide to PR: Martin Dyan
- 34. PR 101 – A guide to PR: Martin Dyan METRICS
- 35. PR 101 – A guide to PR: Martin Dyan METRICS
- 36. PR 101 – A guide to PR: Martin Dyan OBJECTIVES MESSAGES TRAFFIC METRICS
- 37. PR 101 – A guide to PR: Martin Dyan MY THREE KEY PR TIPS 1. CREATE YOUR FOUNDATION 2. MAKE THE PITCH RIGHT FOR THE AUDIENCE AND PUBLICATION 3. MAINTAIN THE MOMENTUM
- 38. PR 101 – A Guide to Public Relations Martin Dyan Thank you (find me on LinkedIn)