Public Relations 101:

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Public Relations 101

• What It Will Do, What It Won't Do, and How to Use
  It to Develop Key Messaging and Build Your Brand

Phil West phil.west_at_luminariamedia.com Deborah
Maggart deborahdawn_at_gmail.com
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Defining Public Relations

• Strategic Planning
• Key Message Development
• Media Relations
• Public Affairs
• Event Planning and Coordinating
• Crisis Communications

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What PR Should Do For You

• Create a platform for key messages
• Identify target audiences
• Identify opportunities for 3rd party endorsers
• Your customers
• Independent brand loyalists
• Celebrity endorsers
• When media outlet covers you, it has become a 3rd
  party endorser

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What PR Should Do For You

• Identify opportunities for your executives to be
  viewed as thought leaders
• Speaking opportunities
• Guest columnist/blogger opportunities
• Letters to the Editor
• Help reporters tell your story
• Through establishing long-term relationships with
  reporters at appropriate outlets
• Reinforce brand by complimenting overall
  marketing plan
• Create buzz and goodwill for your brand

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What Public Relations is NOT
ADVERTISING
AN ENTIRE MARKETING STRATEGY
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Case Studies
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• Media Relations Campaign to Help Launch Start-Up
  Software Manufacturer
• Coverage in Fortune.com, Austin
  American-Statesman, Austin Business Journal,
  Oakland Tribune, Contra Costa Times, other print,
  digital media outlets
• Challenge Software Requires Parents to Think of
  Recording Baby Data in New Way
• BabbleSoft eventually took on PR internally to
  allocate resources toward SEO, Investor
  Relations, other marketing initiatives

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• Media Relations Campaign to Raise Awareness about
  Girlstarts Program Need for More Women in Tech
  Industry
• Coverage from Fortune.com, Austin
  American-Statesman, KUT-FM, KEYE-TV
• Increased Awareness of Program Has Impacted
  Fundraising, Enrollment in Other Programs

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• Media Relations
• Coverage in the Wall Street Journal and on The
  View, etc.
• Grassroots events
• Sundance Film Festival
• SXSW

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• Salmonella Outbreak Direct response to inform
  the public that their products were not affected
• FOX 7 News tomatoes still on the vine are
  cleared as safe to eat

• A story was identified that gained national media
  coverage
• AOMA continues to get mileage out of the story
  with events, updates to local media

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How to Pick the Right PR Firm For Your Business
Needs

• Ask Yourself
• Do you need a long-term campaign or a specific
  project (like a product launch)?
• Are you looking for just PR or do you need other
  services as well? (Advertising/Marketing/Design)
• What is your budget?
• Look at firms past and present client base to
  judge experience, aesthetic, possible synergies

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How to Pick the Right PR Firm For Your Business
Needs

• Ask how firm keeps you informed
• How often?
• Via what channels?
• Does firm create activity reports, ROI/metrics?
• Make sure firm understands you and your story and
  your business goals
• Meet the people who will be working directly on
  your account

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Questions?
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