The World in World Learning

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Keys to Effective Public Relations Strategies
James Bernard Vice President, Marketing and
Communications World Learning
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Agenda

• Definition of public relations
• Seven steps to a PR strategy
• Interviewing tips
• Case study

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What is Public Relations?

• Public relations should
• Inform
• Educate
• Persuade
• to drive action by a key audience
• Volunteer
• Donate money
• Participate
• and bank against a crisis

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Advertising vs. PR
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Seven Steps to a PR Strategy

• Understand your audience
• Define the story and timing
• Develop the messages
• Create a press release/pitch
• Target the media
• Make the pitch
• Follow-up

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Audience

• Who is the ultimate reader/listener?
• What is their take-away?
• What is the desired headline?
• What should the article look like?
• When do you want it to hit?
• Media is the delivery tool, not the target

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Define Your Story

• The Three Rs
• Relevance
• Resonance
• Reality
• Sample story ideas
• Trend stories
• Visitors from regions that are in the news
• Experts on specific topics
• Unusual angles on volunteers or visitors
• New grants received
• Events with home-stay families and participants
• Organizational milestones

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Key Messages

• Good messaging is the basis of your release or
  pitch
• Think about what will excite/interest a
  journalist
• Keep messages simple and specific
• Avoid jargon, abbreviations, inside baseball
• Hyperbole will send your news to the circular
  file
• Include supporting data and other items of
  interest to help build the story
• Every fact should be checked and double-checked
• Determine the best spokesperson to deliver the
  story

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Six Principles of Good Messaging

• Keep it simple
• Add an unexpected twist
• Use concrete examples
• Ensure credibility
• Add in the emotion
• Tell a story

Source Made to Stick, Chip Heath and Dan Heath
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The Press Release/Media Alert

• The basics
• AP Style
• Clear and concise
• Factual, rather than opinion
• Two pages, maximum
• Contents of a release or alert
• Contact information
• Captivating headline
• First paragraph - Who, What, Where, When, Why
  How
• Quote from respected leader or spokesperson
• Description 4-5 paragraphs
• Boilerplate

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Good Media Relations

• Do your research
• Database of reporters and outlets
• Read the publications you are targeting
• Dont blindly contact every publication
• Determine if there are influential journalists
• Dont forget bloggers/community discussion boards
• Prioritize media for each pitch
• Tailor your pitch
• Build relationships over time
• Events, desk-side briefings, meetings, lunches
• Understand deadlines and adhere to them
• Your job is to make the reporters job easier
• Follow-up regularly and politely

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Make the Pitch

• Your story wont get covered unless you pick up
  the phone dont be afraid to make the pitch
• Know the reporter and his/her beat
• Professionalism and courtesy count
• Get to the point quickly
• Present yourself/your organization as an expert
  in your field
• Respect their role and their deadlines
• Dont be offended by a no

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Tips for Interviews

• Preparation
• Know the reporter/outlet
• Prepare an agenda
• Practice putting your messages into your words
• Write down good quotes
• Know the parameters of what you want to say

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Tips for Interviews (contd)

• During the interview
• Nothing is off the record
• Avoid answering in the negative
• Answer the question you want to answer not the
  one you were asked
• Avoid jargon, acronyms, etc.
• Collect your thoughts for a moment after a
  question
• Be conscious of body language
• For TV interviews
• Wear a logo shirt or dress conservatively (not a
  white shirt)
• Look at the interviewer, not the camera

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Tips for Interviews (contd)

• Handling difficult questions
• Prepare for difficult questions
• Dont be defensive
• Dont allow answers to be paraphrased
• Learn to bridge to the positive
• Stick to your messages

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Other PR Tactics

• Speeches and appearances
• Op-eds
• Sitting on advisory boards
• Editorial board meetings
• Strategic partnerships
• Press conferences

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Measuring PR Success

• No. of impressions
• Reach within target audience
• Unaided recall of story
• Placement of messages
• Tone of story

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Case Study Peace-building Program
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Case Study Peace-building Program