Public relations helps organizations adapt to their stakeholders and communicate mutually beneficial messages. It establishes credibility and relevance through third-party endorsements from reporters or direct conversations in new media. PR is one marketing discipline among others that can increase business by attracting attention, solidifying relationships, and defining a brand through relevant, cost-effective messaging.
2. Public Relations helps an
organization and its publics adapt
mutually to each other.
-- Accepted definition of PR from the Public Relations Society of America
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4. In other words…
Public relations helps businesses or
organizations relate and interact with their
key stakeholders for the mutual benefit of
both.
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5. PR 1.0 vs. PR 2.0
The “traditional” PR 1.0 world exists on a
model that utilizes reporters, as third party
endorsers, to communicate a product’s or
service’s message to potential customers.
The “new media” PR 2.0, on the other
hand, provides avenues to talk with
potential customers instead of at them.
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6. What Public Relations
Can Do For You
PR can help increase business, stimulate trial and
enhance a company’s image as a leader or innovator.
– PR helps attract the attention of potential customers
– PR helps solidify relationships with existing customers
– PR stimulates conversations with customers & prospects
– PR helps define the brand personality
– PR establishes credibility and relevance
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7. Public Relations in the Mix
PR is one of several marketing disciplines:
Public Relations
Social Media Marketing
Advertising
Event Marketing
Sales Promotion
Direct Marketing
Corporate Communications
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8. Public Relations in the Mix
Advertising and traditional public relations are
complementary, not interchangeable.
Advertising
-- Control message content, publication date and frequency
-- Lower credibility as a "paid endorsement”
-- Traditionally more costly
Traditional Public Relations
-- Less control over messages, timing
-- Higher credibility as an "implied third-party endorsement"
-- Cost-effective
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9. Public Relations in the Mix
Social media and “new” public relations are
intertwined.
Social Media & New Public Relations
-- Control message content, publication date
and frequency
-- High credibility
-- Foster brand personality
-- Not costly, but manpower intense
-- Real-time conversations with customers
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10. Public Relations Can . . .
Provide a third-party endorsement for a company, its
products or its services
Engage a conversation with target audiences
Help create an environment in which to promote products
or services
Build a company’s image
Enhance a company’s credibility
Meet the needs of special target audiences
Support an organization’s overall positioning strategy
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11. Public Relations Cannot . . .
Eliminate negatives
Eliminate the competition
Control the media
Control the message
Be a "quick fix"
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13. Impacting the Media
PR 1.0 is an Art, not a Science
Marketing messages must pass through an editorial
"filter."
-- PR must "sell" newsworthiness to a reporter
-- PR must "shape" the story so key marketing
messages get through
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14. Impacting the Media
PR 2.0 is a Science, not an Art
Marketing messages can be communicated
directly to target audiences
-- PR must build trust with audiences
-- PR must be engaging so marketing messages
get through
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15. What’s Newsworthy?
Marketing messages must be packaged so that they
are relevant to readers, listeners, viewers . . .
“Breaking" News
-- New products, services
-- Unique events
-- Launches
-- Significant personnel appointments
-- Deals
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17. PR 2.0 –
Social Media Marketing
Welcome to the PR 2.0 world, where
publicists have become publishers and
elevator speeches are 140 characters or less.
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18. The PR 2.0 Twitterverse
Twitter = a digital cocktail party
Facebook = a digital scrapbook
LinkedIn = a digital Chamber of Commerce
Each represents an opportunity to find and
interact with potential customers
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19. Twitter
Ur Twittr persona can collect follwrs & post
news, bldg a Twitterverse base of potential
customers. Tweet abt ur industry too 4
relevance.
(138 characters, btw)
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20. Facebook
Building a robust and appealing Facebook fan page will help
your business collect Fans (or people who “Like” you).
You can post relevant information, news, special offers,
etc., and grow your fan base virally. The key is to be
relevant and entertaining -- not overtly self-serving.
Industry buzz is that Facebook may eventually replace the
ubiquitous website.
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21. Blogs
Blogging helps establish you as an expert in
your industry.
Updates to your blog not only keep your
audience informed on a regular basis, they
are preferred by search engines and help
your website rise higher in results rankings.
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22. Search Engine Optimization /
Search Engine Marketing
Make the search engines see your site!!!
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23. E-Newsletters
A regular series of e-newsletters keep customers
and potential customers informed of your
business and topics of mutual interest.
Be vigilant of your other marketing efforts that
can help build your database.
– Have a sign-up button on your website
– Include a sign-up link in your e-mail signature
– Have sign up cards at your place of business
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24. QR Codes
Not Your Grandma’s Jigsaw Puzzle
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25. Why Hire a Professional
Public Relations Agency
Benefits:
Experience in strategic public relations planning and
execution.
Ability to package and present marketing messages so that
they are newsworthy – and viable for – a reporter’s
audience.
Established media contacts.
Established community contacts.
Clients can, therefore, focus on their business.
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26. Why Hire TMA?
Senior level executives will manage – and work on – your
account.
We’ve worked hard to build relationships with the
media … they trust us as a valuable resource for news.
Our campaigns are results-driven, on-strategy, on-time,
on-budget.
We have local, regional, national and international
experience.
We have the capabilities of a large agency … the
flexibility and accessibility of a small agency.
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27. Why Hire TMA?
But most importantly:
We’re focused on our clients’ businesses –
not just on “getting ink.” If it doesn’t
make the cash register ring … it’s not a
successful business partnership.
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