PR ON A SHOESTRING FRUGAL MARKETING

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PR ON A SHOESTRING FRUGAL MARKETING

• Dianne Chase
• a la carte PR

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Four Steps to Success

• Clarify Your Message
• Identify and Know Your Audience
• Choose the Appropriate Medium
• Follow-Up

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The Successful Syntax

• Get attention to an issue or problem
• Get interest with a solution
• Give some proof that your agency/organization can
  provide that solution
• Give a call to action

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THE CLASSIC QUESTIONS

• Why should we even care about_______?
• What first led to ___________________?
• What type of person would be interested
  in_______?
• If_______did not exist, how would that change
  things?
• What aspect of ________do I like best?
• What larger movement, field or situation provides
  background for _________?
• What are________s principle benefits?
• What are the barriers to_______succeeding?
• How can_______be explained to a 10 year old?

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The Top Tips

• Articles
• Editorials / Letters to the Editor
• Press Kits
• News Releases / Media Advisories
• Public Service Announcements
• Speaking Engagements / Presentations
• Special Events
• Meet the Media

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News Releases

• Make sure the information is newsworthy.
• Tell the audience why they should care.
• Start with the news, then who announced it.
• Make the headline and the first 10 words pop!
• Avoid excessive use of adjectives and jargon.
• Deal with the facts.
• Provide complete contact information.
• Make it easy for journalists to do their jobs.
• Get it to the right media- Only.

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The All-Important Headline

• They arouse curiosity.
• They promise answers to a question or solutions
  to a problem.
• They are laden with benefits.
• They promise to reveal secret information, or
  information thats hard to find anywhere else.
• They create emotional appeal.
• They interrupt the readers and make them stop
  what theyre doing to read more.

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VisibilityCompetenceWord of Mouth
Reputation
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Andalways rememberExpecting the world to
treat you fairly because you are good, is like
expecting the bull not to charge because you are
vegetarian.
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BE SEENBE HEARDBE KNOWNGET
PRESS!