Using Public Relations for Your Company and Yourself Do you want to see your name in print? Let’s position you as the expert and get some coverage. Learn the basics of media relations and how to stand out in a sea of boring press releases.

1. Using Public Relations for You
and Your Company
Claire Calhoun, V.P. Sales and Marketing
Colors on Parade

3. Public Relations
“Public Relations is strategic communication
process that builds mutually beneficial relationships
between organizations and their publics” - PRSA
Public Relations Professionals are story tellers that
are shaping the image of their client to the public
through a number of different tools.

4. Why Public Relations?
• Public Relations is 90%
MORE effective than
Advertising (Nielson Study)
• Media Coverage hold 250%
MORE value than
advertising alone (PRSA)
• Media Coverage Reaches
250% More People than
Advertising (PRSA)

5. What’s Your Story?

6. How Do You Create
Your Story?
• Community Involvement
• Sponsorships
• Networking
• Social Media
• Media Relations

8. How Do You Share
Your Story?
Media Relations
Media Relations is the relationships that a company
or organization develops with Journalists, while
public relations extends that relationship beyond the
media to the general public

9. Types of Media
• Traditional
• Blogs
• Newsletter/Web Based
• Content
• Social
• Pay to Play

10. Know Your Audience
• Who is the End User
• Who are the Influencers
• How can it be Reused
• Why do They Care
• Can You Interact
• How do You Influence

11. Sharing Your Information
• Press Releases
• Format
• Tools and Pitch
• Media Lists
• Address
• Presentation
• Social
• Branding
• Engagement

12. Press Release Format

13. Traditional Media and
Social Media
1/3 of the World is
Uses Social Media
-HubSpot
63% of Social
Media Users Rely
on Facebook and
Twitter as Their
News Source -
Forbes
73% of Journalists
Consider Social
Media Re-Posts
When Considering a
Story
- Forbes

14. Relations = Relationships
It’s Just Sales
• Get in Touch
• MAKE IT PERSONAL
• Find the Right Person
• Deliver a Pretty Package
• PICK UP THE PHONE
• MAKE IT PERSONAL
• Stay Top of Mind
• Stay Newsworthy

15. Relations = Relationships
It’s Just Sales
• Over 1,800 Release a
Day on the Wire
• Average 200 Pitch
Calls or Emails a Day
• Jornalists Have Lives
Too!
• Everyone Thinks They
are the Best!

16. Personal Public Relations
• You and Your Brand are
Reflective
• Everything is Personal
• Transparency is Important
• People Expect More
• YOU ARE MORE

17. Public Relations Wrap Up
• Influence Public Perception
• Engage Your Community
• PR Increases Brand Value
• Media Relations is a Must
• Relations = Relationships
• Earned Coverage = High
Value
• The Best PR is Transparent
and Personal
• PR Helps You Professionally
and Personally

18. J. Claire Calhoun
Colors on Parade and New Life
Public Relations
claire@colorsonparade.com
claire@newlifepublicrelations.com
336-880-7066