An Enterprise University 03.26.10 class, "Public Relations 101: The 'Earned Advertising'" co-presented by Ann Marie Mayuga, AMM Communications LLC, and Mary Schanuel, Synergy Group. It's a how-to in public relations.

1. Public Relations 101:The Basics of “Earned Advertising” Enterprise University Ann Marie Mayuga, AMM Communications LLC Mary Schanuel, Synergy Group Marketing Communications

2. Today’s take-aways The Message - every company has a story Define your story Identify your audiences Communicate your story Understand the media tools

3. Marketing umbrella Advertising E-Marketing Public Relations Referrals

4. Why public relations? Communicates strengths to target audiences Enhances credibility Increases awareness

5. Communicating strengths Products and services Benefits and solutions Key message Tailor message to audiences

6. Defining your message How is your company perceived by employees, peers, competitors, customers, prospects? How do you want to be perceived by the public?

7. Key Messages What sets you apart? What makes you a credible source? Why would a reporter want to interview you? Why would a viewer, listener or reader want to know what you have to say?

8. Public relations tactics Web site Internal communications Media relations E-newsletter, E-blasts Blog Social media

9. Web site review A positive, competitive image Easy navigation Smart information Updated often Search engine friendly

10. What makes a Web site useful to a reporter?

11. Media relations What is media relations? Tools Editorial calendars Media advisories Media familiarization meetings Media lists News releases Story pitches

12. Anatomy of a story pitch Is this a current story idea? How is this story idea of interest to the reporter? How is this story idea of interest to the readers, viewers or listeners? Why are you a good source?

13. Working with the Media Online Blogs Print Radio Television

14. On-line Media Blogs On-line publications On-line versions of print publications Reporters’ blogs Social media – LinkedIn, Facebook, etc…

15. The News Release What is it? How is it used? Does it work? Writing your boiler plate

16. Inverted Pyramid News Writing Style Who…What…When…Where…Why Important Information Other Details Lesser Details

17. Your virtual image Search engine optimization (SEO) Google factor Social media presence Corporate blog Agency on-line activity Company Web site

18. Maximizing Placements What makes a good placement Incorporate into your marketing Web site E-newsletters Secure permission, if necessary, from media outlet

19. Crisis Communications When is it a crisis? Plan ahead for a crisis Indentify your crisis team Don’t take the bunker mentality Remain calm at all times Be forthcoming with information

20. Journalists online

21. Sources for stories

22. New ways to connect

24. Connect with lots of new people

25. Get the word out without an intermediary

26. Establish yourself as expert in your field

27. Connect with clients

28. Disadvantages

29. Can consume lots of time

30. Most connections don’t amount to paying clients*Credit: “Strategies: Which social networking site is best for your small business?” by Rhonda Abrams, May 15, 2009, USAToday.

31. What are they? – 140 characters; establish a base of followers. Quick hits. – Focused on helping professionals connect. (Facebook) – Social networking site for family and friends. Use to create business fan page. – Site is all videos. Post video of your products for prospects.

32. Differentiated? Oops! Share and discover what’s happening right now, anywhere in the world. Connects you to trusted contacts and helps you exchange knowledge, ideas and opportunities with a network of professionals. Facebook helps you connect and share with the people in your life. A place for people to discover and share content from anywhere on the Web.

33. Today’s take-aways The Message - every company has a story Define your story Identify your audiences Communicate your story Understand the media tools

34. Questions & Answers