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Publicizing your business or non profit in today's world

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A great overview for any size business regarding why you need PR and a few simple secrets to help you in today’s world:

Secret #1 – The media is a customer

Secret #2 – Say VERY little

Secret #3 - Preparation and more Merchandising your PR

  • This was a terrific presentation and I'm thrilled to have been in attendance at the Dreamers into Doers event! Thank you Terri & Deluxe Corp for sharing such valuable insight and suggestions for helping me with my business at comfycozy.com!
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  • This was a terrific presentation and I'm thrilled to have been in attendance at the Dreamers into Doers event! Thank you Terry & Deluxe Corp for sharing such valuable insight and suggestions for helping me with my business at comfycozy.com!
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Publicizing your business or non profit in today's world

  1. 1. Publicizing your business or non-profit in today’s world Terri J. Shapiro Deluxe Corp Exec Director, Brand & Media Relations January 18 th , 2011 Martha Stewart Dreamers Into Doers
  2. 2. A little bit about me <ul><li>Originally from Chicago </li></ul><ul><li>Started in PR at age 14 </li></ul><ul><li>Worked for P&G, Helene Curtis; big agencies </li></ul><ul><li>A Mom </li></ul><ul><li>Had my own boutique marketing consultancy </li></ul>
  3. 3. What is Deluxe about? <ul><li>Deluxe is currently known for _________? </li></ul>
  4. 4. What is Deluxe about? <ul><li>Deluxe would like to be known as ___________? </li></ul><ul><ul><li>Easy, affordable brand that helps small biz grow </li></ul></ul>
  5. 5. What is Deluxe about? <ul><li>Deluxe would like to be known as ___________? </li></ul><ul><ul><li>Easy, affordable brand that helps small biz grow </li></ul></ul>Logos Email Marketing Website design and hosting Search Engine Marketing, Printing and Promotional Products . . .
  6. 6. How is Deluxe getting the word out? <ul><li>Advertising </li></ul>Commercial Radio Public Radio Martha Stewart Living Entrepreneur WABC WCBS KABC WNYC WBBM WCCO
  7. 7. How is Deluxe getting the word out? <ul><li>Advertising </li></ul><ul><li>PR </li></ul>
  8. 8. Deluxe PR: Project REV <ul><li>A yearlong marketing lab initiated with a national contest </li></ul><ul><ul><li>9 winners chosen </li></ul></ul><ul><ul><li>$5000 in Deluxe marketing products and services </li></ul></ul><ul><ul><li>Consulting support </li></ul></ul><ul><ul><li>July 2010 – June 2011 </li></ul></ul>
  9. 9. Project REV PR
  10. 10. This is a sophisticated group!
  11. 11. What we’ll cover about PR: <ul><li>Why you need PR in today’s world </li></ul><ul><li>Secret #1 – The media is a customer </li></ul><ul><li>Secret #2 – Say VERY little </li></ul><ul><li>Secret #3 - Preparation . . . and more </li></ul><ul><li>Merchandising your PR </li></ul>
  12. 12. Why you need it in today’s world . . . <ul><li>Do your customers or donors act on impulse or do they study and consider the decision to purchase over time? </li></ul>
  13. 13. Why you need it in today’s world . . . <ul><li>Information is provided in sound bytes </li></ul><ul><ul><li>You must get them right! </li></ul></ul><ul><li>You need to make the most of your opportunities </li></ul>
  14. 14. Secret #1: In PR, you have 2 customers Reporters, editors, bloggers who influence decisions to buy in editorial postings The people who can buy from you
  15. 15. Media = Gatekeeper Get to know the interests of the gatekeepers We’re here because the Witch of the North sent us . . . And she’s got the ruby slippers to prove it!
  16. 16. Research the media http:// www.spj.org/fdb.asp
  17. 17. Offer Yourself as a Source http://http:// helpareporter.com
  18. 18. Research Editorial Calendars
  19. 19. Research Editorial Calendars
  20. 20. You got the media interested!!! <ul><li>Now what? </li></ul>
  21. 21. Secret #2 <ul><li>Tell them VERY LITTLE! </li></ul><ul><ul><li>Plan your messages ahead of time </li></ul></ul><ul><ul><li>Limit yourself to 3 – 5 messages </li></ul></ul><ul><ul><li>Express yourself in sound bytes </li></ul></ul><ul><ul><li>Less is more </li></ul></ul>
  22. 22. Secret #2 - continued <ul><li>Be a broken record </li></ul><ul><li>Repeat yourself to make sure your messages get across </li></ul>
  23. 23. Secret #3 <ul><li>Never ever talk to the media when you weren’t expecting them to call. </li></ul>I can’t talk to you right now. But I’d be happy to get back to you soon.
  24. 24. Secret #3: You can’t prepare too much <ul><li>Rehearse your key messages </li></ul><ul><li>Plan for bridging to key messages </li></ul><ul><li>Don’t: “No Comment” or “Off the Record” </li></ul><ul><li>Do: CALL THEM BACK! </li></ul>
  25. 25. Merchandise Your PR E-mail Twitter Facebook Mailing Blog
  26. 26. Questions?

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