An Entrepreneur's Guide to Public Relations
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An overview of what public relations is all about, how it differs from advertising and marketing, how the industry has evolved over the years, how entrepreneurs can implement DIY PR efforts and when it's time to hire a PR professional.
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An Entrepreneur's Guide to Public Relations
- 1. An Entrepreneur’s Guide to Public Relations
- 2. Nikki Stephan Identity Marketing & Public Relations Social Media Strategist
- 4. PR is related to marketing & advertising, but all three are distinctly different.
- 9. If the circus is coming to town and you paint a sign saying, “ Circus coming to town this Saturday ”, that’s advertising .
- 10. If you put the sign on the back of an elephant and walk it into town, that’s promotion .
- 11. If the elephant walks through the mayor’s flowerbed, that’s publicity .
- 12. And if you get the mayor to laugh about it or the media to report it, that’s public relations .
- 13. Taking a closer look at PR…
- 15. PR took a hard hit during the most recent recession.
- 16. Key findings from a 2009 USC School of Communication study of 200 PR agencies to find out impacts on business during a recession:
- 18. But things are looking up for the PR industry.
- 20. Social media has had a major & positive impact on the PR industry.
- 21. Social media has also forever changed public relations.
- 24. There are many existing misconceptions about PR that give the industry a bad rep.
- 28. “ Do it yourself” PR – building your own strategy as an entrepreneur.
- 33. PR resources:
- 34. Five signs it’s time to hire a professional…before you lose it!
- 37. Final thought…
Notas do Editor
- Have students share words/companies/phrases that come to mind when they think of these industries.
- PR, advertising and marketing are interconnected, but different
- Historically, the four P’s of marketing – product, price, place, promotion with targeted public/customers at the center of the marketing mix. Now, several variations of traditional marketing – social media marketing, content marketing, email marketing, affiliate marketing, relationship marketing, etc.
- Typically one-way communication, messages that get pushed out to targeted and mass audiences, motivating publics through paid media to take a specific action. Various forms of advertising – broadcast (TV, radio), print, online, product placement, billboards, mobile, in-store, street corner
- “ organization” is used to encompass the various institutions that use PR – businesses, government agencies, hospitals, nonprofits, etc. “publics” reflects the need to understand the attitudes and values of various stakeholders – employees, members, customers, local communities, shareholders, etc.
- Or, if you place an ad or some other type of paid media
- Promotion – one of the four P’s in the marketing mix.
- PR pros job to generate publicity. Find a creative way to get attention for something. Get people paying attention, listening, talking, sharing. Raise awareness.
- Media coverage is earned – not paid. Maybe goal was simply to get the mayor to be amused by the spectacle. If so, you accomplished your goal. Drive some type of response, action. It’s a positive result.
- Social media has brought PR back to its roots – as Brian Solis and Dierdre Breckenridge wrote about in their recent book, SM has put the “public” back in public relations. More channels, more opportunities. The Conversation Prism gives you a whole view of the social media universe, categorized and also organized by how people use each network. Brian Solis and JESS3 created the conversation prism. Version 3.0.
- Social media has added a whole new dynamic to the PR industry and how individuals/companies/agencies practice public relations and conduct PR initiatives.