Image Building Public Relations

1
Image Building Public Relations

• Joseph C. Nahil, APR
• Christopher M. Nahil

2
Workshop Agenda

• How this will work
• Interactive!
• Experiential!
• Ask, ask, ask
• What is Public Relations?
• Developing Your Story
• Telling Your Story

3
What is PR (and why should I do it?)

• PR is most used, least understood communications
  tool
• PR involves story telling on a wide basis
• Earned media vs. paid media

4
The Communications Universe

• Public relations
• Advertising
• Direct marketing
• Promotions
• Sales
• Interactive

• Marketing literature
• Events
• Investor relations
• Government relations
• Community relations

5
What is PR (and why should I do it)?

• Third-party validation of story
• Condition buying environment
• Provide some control over how your story is told
• If you dont, your competitor will

6
The PR Toolkit

• News releases
• Features
• Speeches
• Industry events
• Bylined articles
• PSAs, calendars
• Internal Communications

• Individual pitches, exclusives
• Interactive media
• Financial communications
• Government
• Community

7
It Starts with a Story

• Do you have a company story?
• Can everyone in your organization tell that
  storysuccinctly
• Can anyone???

8
What Makes a Good Story

• Story is built on messages convergence of
  reality, aspirations and competition
• Who are you?
• What do you do?
• Why do you do it better than others?
• Whats your unique offer?
• What are you biggest hurdles?
• Who, exactly, is your audience/customer?
• Good messages
• Compelling, credible, consistent
• Focused tightly on benefits and results
• Magnify strengths (credibly)
• Diminish weaknesses (credibly)
• Adjust to accommodate change

9
Developing Your Story

• Research, workshop, agreement
• Internal communications, acceptance
• External communications, acceptance
• Monitor and revise

10
Youre Such a Lovely Audience

• Who is your real audience?
• Be sure about the group(s) you want to reach
• Know why you want to speak to them
• Understand what you can offer them
• Determine where these companies, individuals,
  organizations congregate
• Seek multiple channels to reach them

11
Now, Tell Your Story

• Set measurable realistic PR goals
• Write a (flexible) plan
• Get internal buy-in
• Be consistent and patient
• Adjust to the market
• Use the right PR tool

12
How to Write News Release

• Journalistic Style
• inverted pyramid
• who, what, where, when,
• Use quotes for how and why

13
News Release Format

• Title
• Subhead
• Lead
• Context/Amplifier/Explainer
• Quote
• Amplifier
• Conclusion
• Boilerplate
• Contact information

14
Good Media Relations

• Understand readership
• Understand writer/editor
• Know deadlines and be respectful of them
• Always keep in mind the so what?
• Communicatedont flack

15
Whats the point?

• All communications disciplines reflect the
  business model and successes of an organization
• Done well, these disciplines will support and
  drive any business model