Joel Kessel @ Business Builders Club Tuesday (1/26/2010) 7:30pm Kessel Communications is a strategic communications firm focused on defining and delivering targeted messages for our clients, messages that prompt a desired action or conclusion among specific audiences. We do this through a variety of public relations and marketing communications tactics that ensure measurable results and support the short- and long-term goals of our clients. Our philosophy is based on the understanding that generating heightened visibility in the marketplace is costly when it is not tied directly to outcomes. We also recognize that relationships matter – and relationships built on trust and integrity are those that last. Our clients engage us for our expertise, but they retain us for our honest and candid counsel, and our consistent ability to exceed expectations. http://www.kesselcommunications.com/ The Business Builders Club is the student entrepreneurship organization at Ohio State. We connect current and aspiring student entrepreneurs with the knowledge, resources, and mentors to build successful businesses. http://www.businessbuildersclub.org/

1. Messaging Public Relations Social Media Marketing Communications Brand Equity Advertising Target Market ROI Raising Awareness for Your BusinessBusiness Builders Club – The Ohio State UniversityJanuary 26, 2010

3. It’s who you are, what you do, why anyone cares

5. Investors

6. Employees

7. Media

8. What about your competition? Take the time to understand your audience; do the necessary research.

10. One of the most frequently asked questions: how is it different from advertising? Earned (unpaid) Credibility Media relations, blogs (reputable ones) Strategic partnerships and collaborations Awareness and education Word-of-mouth, buzz Reputation management

11. “Word of mouth has been incredibly important to us, and ultimately that’s what a brand is, the things people say about you when you’re not there.” Jeff BezosFounder and CEOAmazon.com

12. What is a brand?

14. It’s a feeling: trust, value, quality

15. It’s what you say and do, how you act

17. Engaging

18. Transparent

20. 76% of small-business owners say social networking sites such as Facebook, Twitter and LinkedIn are not helpful in generating business leads or expanding their operations.2

23. Wire distribution services

24. Press kits: fact sheet, bios, data/stats

25. Social media

26. Almost nine out of ten journalists reported using Blogs for their online research (89%). Only Corporate websites (96%) are used by more journalists when doing online research for a story.1

27. Approximately two-thirds reported using Social Networking sites and just over half make use of Twitter for online research.2 1, 2 George Washington University and Cision; 2009 Social Media & Online Usage Study; Dec. 2009

29. Online media room

30. Surveys/research, industry trends

31. Spokespersons

32. Events and campaigns

33. Weber Grill’s Command of the Grill

34. Partnerships and collaborations

35. Ludacris and National Runaway Switchboard

37. Business magazines led the list of ceased publications, with 16 publications including BusinessWeek Small Biz, Conde Nast Portfolio, and Fortune Small Business.2

38. Seattle Post-Intelligencer and the Christian Science Monitor have gone web-only

39. In 2009, more than 130 U.S. newspapers either closed or moved to online-only publication, typically with skeleton staffs.3

40. The Internet passed newspapers as the preferred source of news among Americans.41, 2 MediaFinder.com 3 Technology Review 4 Pew Research; Dec. 2008

42. Establish your message(s)

43. Understand your audience

44. Determine best communication channels to reach your audience