Lets do the math

1
Lets do the math

• US population 281,000,000 (rounded)
• Adults, 20-30 40,000,000
• Adults, 20-30, some college 21,000,000
• Your budget 1,200,000
• Your per person budget

2
Lets do the math

• .05

3
In other words

• Youve got just enough money to reach everybody
  just about once.

4
So wed better talk PR

• Aka Media Relations
• Official definition (courtesy PRSSA)
• "Public relations helps an organization and its
  publics adapt mutually to each other."
• Want more? http//www.prssa.org/newsroom/aboutpr.h
  tm

5
Staffing

• Sometimes reports to marketing
• The foodchain
• Vice president
• Director of public relations
• Manager of public relations
• Publicist

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What they do

• Care and feeding of press
• Extending ad/promo campaigns beyond paid
  advertising
• Public contact

7
Work output

• Press kits
• Photos, background information
• Video press kits
• Aka Electronic Press Kits
• Events
• Critics tour
• Screenings

8
Art imitates advertising (and PR)

• http//www.joeyskaggs.com/html/retsub.html

9
How Joey does it (and you can too)

• Larger than life idea
• Targeted pitch
• Spokesperson as character
• Media relations as ongoing process

10
Events Sponsorships

• Why do them?
• Do they work?

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Event sponsorship case study

• Operation TNT
• Sponsors.The Vietnam Veterans Memorial traveling
  wall.

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The Wall That Heals

• Rationale
• Provide TNTs cable ops with local event
• Turn-key
• Quality equivalent to TNT movie premiere
• Create national programming PR source

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The Wall That Heals

• Operation
• Multiple sponsors (TNT, FedEx, etc.)
• Limited signage
• Extensive on-air promotion
• 100 small cities and towns

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The Wall That Heals

• Outcome
• 1 million visitors
• Very happy cable ops
• Ongoing programming for TNT
• Limited PR for TNT

15
Bottom line

• PR and events as methods to
• Increase reach of campaign
• Increase credibility of campaign
• Make connections with specialized groups