1. The Role of Public Relations
in
Today’s Business World
Keith Parnell
JASE Group LLC
jasegroup.com | @JASEgroup

2. Keith Parnell, JASE Group, LLC
@parnellk63
(Michael) Keith Parnell, MSE has been the Chief Executive Officer of JASE Group LLC, an innovative
Creative Advertising & Public Relations Agency, since 1997. JASE is based in Norfolk, VA. Keith
currently serves on the Board of Directors of Hampton Roads Public Transportation Alliance. In the
past, Keith served as Chief Information Officer for Stratum Marketing, Manager of Software & Data
Services for FSAP, and Deputy Chief Technology Officer for The AUTOMARK Group.
Keith is an author & blogger at keithparnell.com and speaker & trainer at JASE University. He
frequently performs interactive talks and how-to sessions for companies, non-profit organizations,
conferences and seminars. He is a knowledgeable and passionate speaker on a variety of topics
including creative advertising, communications, marketing, social media, brand management
solutions, and successful advertising techniques paired with inbound marketing tactics.
Technology, inbound marketing and social media are among Keith's daily passions. He has a vast
online presence and personal network in the social media world with c. 49,000 daily followers and
subscribers from his blogs, Twitter, JASEzone, Facebook, LinkedIn, Google+, and other social communities.
Keith studied at Christopher Newport University and Kansas State University. He is a member of the Norfolk Cosmopolitan Club,
Virginia Opera Guild, Hampton Roads Public Transportation Alliance, Entrepreneurs Forum of Hampton Roads, Chesapeake
Economic Development Advisory Committee, Hampton Roads Internet Marketing & Technology Group, Williamsburg Internet
Marketing Group, Charlotte SEO & Search Engine Marketing Group, Hampton Roads for Rail, and Virginians for High Speed Rail.
Keith video blogs at CoffeeWithTheCEO.com.
Keith is married to Nicole, has two daughters, one son-in-law, and one granddaughter. He enjoys golf, baseball, and football. Keith
lives in Norfolk, VA.

3. CREATIVE
Creative for most people is an adjective. According to Merriam-Webster's Dictionary, creative is
defined as, "having or showing an ability to make new things or think of new ideas." For JASE,
creative is a way of life. It is our philosophy.
COMMUNICATIONS
Communication channels in the 21st century business world are borderless. The methods and
mediums that facilitate our daily communications are ever changing. Gone is the day of just a
note, phone call or memo. Today's communication is filled with emails, tweets, texts, posts,
video chats and more. Figuring out which is the best way to communicate with your audience
has become no easy task.
TECHNOLOGY
In the late 90's and early 00's we were designing websites, building content management
systems, complex eCommerce applications, financial toolsets and intranets. Life was good.
Then, we had an epiphany. We could see the unavoidable collision of the internet and
marketing and we knew that if JASE were to have a sustainable business model well into the
future, we would have to capitalize on the inevitable. What we didn't know was that our foray
into marketing would make us a better technology company.

4. Public Relations vs Advertising
Marketing:
Our product is best.
Advertising:
Our product is best. Our product is best. Our
product is best.
Public Relations:
I promise you, our product is best.
:Branding
I understand that your product is best.

5. JASE Communications
This is not your father’s PR
Communication channels in the 21st century business world are borderless. The methods and
mediums that facilitate our daily communications are ever changing. Gone is the day of just a
note, phone call or memo. Today's communication is filled with emails, tweets, texts, posts,
video chats and more. Figuring out which is the best way to communicate with your audience
has become no easy task.
Enter JASE. We understand that being the best communicator does not mean doing what is
easiest to reach the largest audience. We understand there is no cookie cutter formula to
communicate with people. We know that effective communication is a time-crafted response to
the technology at hand and the end consumer who interacts with your communication. We
know this so that we can help you.
So whether it's a blog article or a press release or a tweet or an Instagram post, we've got your
business covered. When we launch a communications campaign, it is designed, not only, to
reach your target audience, but to make sure your story is conveyed accurately, concisely and
in-line with your company's brand. Our commitment to our clients is to craft an email newsletter
or manage their social communities with the same attention to detail that they would.
http://jasegroup.com/communications

6. Common PR Strategies
• Press Release Announcements
• Blog Articles
• In-person Interviews
• Email Newsletters
• Facebook / Twitter / LinkedIn / Google+
THE CONVERSATION!
• Little League Sponsorship
• Reputation Management

7. Creative PR Strategies
Blogging > Facebook > Twitter

8. Creative PR Strategies
Off-key Ads

9. Creative PR Strategies
Vehicle Wrapping

10. Creative PR Strategies
Light Rail Wrapping

11. Creative PR Strategies
Branding the Community

12. Creative PR Strategies
Branding the Sidewalk

13. Creative PR Strategies
Street Campaign

14. Creative PR Strategies
Flash Mob

15. Creative PR Strategies
Acts of Kindness / Donate Time to A Charity

16. Creative PR Strategies
Taco Bell Nacho Day

17. Creative PR Strategies
Referral Program

18. Creative PR Strategies
Open House

19. Creative PR Strategies
Personal Thank You Notes

20. Creative PR Strategies
Community Events

21. Creative PR Strategies
Proactive Social Media Interaction

22. Creative PR Strategies
Get Your Team Involved!

23. JASE Sample Client Work

24. The Role of Public Relations
in
Today’s Business World
Keith Parnell
JASE Group LLC
jasegroup.com | @JASEgroup