Public Relations: Some Helpful Pointers

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Public Relations Some Helpful Pointers

• Presented by Krista Poplau
• Director of Communications
• Nueva Esperanza/Esperanza USA

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What is Public Relations?

• Dictionary The management of communications and
  relationships to establish goodwill and mutual
  understanding between an organization and its
  public.
• Simple Making your company look good by
  promoting its work, programs, products, people,
  etc.
• A method of marketing disguised as events, media
  placements and spontaneity.

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What are examples of Public Relations?

• The CEO of a large company donates to a local
  charity and gets a picture in the paper handing a
  check.
• The mayor holds a press conference at City Hall
  to announce a new city program.
• A Hospital organizes a community health fair and
  hands out free samples and supplies with their
  logo to participants.
• A newspaper reporter writes a story on changes to
  Medicare after receiving a press release
  announcing the changes.

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How can you use PR methods for your school?

• Ask yourself What sets your school or school
  program apart from others?
• What is unique about your student body?
• To whom do you want to target your message?
• Would you read about your school or this program
  if you were a stranger and had no prior knowledge
  of it?

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Focus on one event or program and create a
message for it

• Identify your audience and who you want the
  message to reach.
• Make your message succinct and to the point 30
  Second Rule!
• Incorporate your message into promotional
  materials and other transmissions.
• Be strategic when planning plan around an event,
  a certain time of year, or with current events.

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Some Basics for PR Strategies
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The Press Release

• Written in news article style.
• Include the Who, What, When, Where and Why in
  the first paragraph.
• Include organization name, contact person and
  phone number or email.
• Include Date and Location.
• Keep them short!

• Sent to news outlets.
• Meant to entice a reporter or an editor to want
  to do an article.
• Should include a ready-made headline.
• Include a brief paragraph on your school or
  program.
• Pictures catch their attention.

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Example
The 'Love Pizza' - Papa Romano's Celebrates
Valentine's Day with Heart-Shaped Pizza For
immediate release Contact Patrick
Relaches February 10, 2006 prelaches_at_paparomanos.
com FARMINGTON HILLS, Mich -- Local pizza chain
Papa Romano's is spicing up Valentine's Day for
pizza lovers everywhere with its special
heart-shaped pizza offer. Available now through
Valentine's Day, the heart-shaped pizzas are
festively boxed, and priced at just 5.99 for a
cheese and single item. No coupon is needed.
"What better way to say 'I love you' than with
a Love Pizza?" asked Ron Hancock, founder and
president of Papa Romano's Pizza. "Our
heart-shaped pizzas have been very popular for 19
years. We're pleased we can provide our customers
with a fun and novel way to celebrate
Valentine's." Papa Romano's Pizza has served
fresh, made-from-scratch pizza for more 35 years.
Today, the privately held company has 60
restaurants throughout the Metro Detroit area.
Papa Romano's has a passion for pleasing its
customers and is dedicated to serving fresh,
high-quality food.
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Additional Pointers for Press Releases

• Make a list of local newspapers, community
  newspapers, news radio stations, and television
  stations.
• Find education reporters, school district
  reporters to contact and ask for their emails.
• Follow up a press release with a phone call keep
  it short they get lots of calls.
• Dont feel bad if you send them something and
  they dont print it!

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Press Conferences

• Send out a press release and a media advisory the
  day of event.
• Create information folders about your school or
  program.
• Have an agenda for speakers.
• Put up a banner with logo or message for
  photo-ops.

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Community Events

• Helps get your name, services and programs out to
  public.
• Identify and plan for major community events
  throughout the year.
• Make brochures, hand-outs, freebies to attract
  people to your table or stand.
• Network with other groups that do similar work.

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PR Can Be Free Advertising!

• Might draw attention from parents to the needs or
  attributes of your school.
• Students might participate in events and become
  involved.
• District or State officials might take more
  notice of school or programs.

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Thank you!! Any Questions?