This is a basic introductory slide about how the fundamentals of public relations can assist business owners to gain attention and exposure of their brand by building and maintaining relationships with their followers and target markets as well as journalists and editors that would be interested in their news and content. It highlights what PR is and states what it is not. It provides simple tactics to create buzz, generate leads, and tell the business story, all without spending any capital, except time. Social media is briefly mentioned with four themes to help the business owner effectively interact online. The themes are: Don’t Shout, Listen, Watch and Participate. It outlines a basic five-step process to get the business owner thinking about their unique, point-of-difference and how they can leverage their differentiation to stay competitive in the marketplace. Above all, this slide is an overall plan to encourage honesty, transparency and relationship. It is a foundational plan to facilitate the business owner and their target market to fall and stay in love. Note: This slide is Part One of a three-part series. Part Two includes case studies of how these concepts worked and Part Three will answer any reader questions from the previous sections. I hope this slide is of value to you. Please feel free to comment, share and like the content.

1. Flavia Young Public Relations

2. This presentation is for anyone that has objectives,
creative ideas, and the energy and burning desire
for their business or personal brand to ascend to the
next level of the business cycle for authentic and
sustained business growth.
Engage
Engender
Build
Communicate
Facilitate
Encourage
Share
Create
Design
Collaborate

3. Does this sound like you?
Are you ready to take the next step in your business,
attract attention, create buzz, generate leads, and
differentiate your brand without spending a single
cent, just a little uncertain of how or where to begin?

4. Let me guide you step-by-step through a three-part
series to turn business goals into reality using
simple PR tips and tactics.

5. First, lets identify what PR is by stating what it is
NOT.
PUBLIC RELATIONS IS NOT
Only displaying the parts of your business you want to share
Manipulating the truth, “spinning” content, articles, messages that suggest a reputation you
have not earned
Shouting out messages, using one-way communication
Ignoring critics, consumers, reviewers, internal & external stakeholders
Letting an issue be ignored & not addressing it immediately
A one-stop “fix-it” solution
Less important than other areas of the business

6. Enough of the negative. Now let’s get to the
good news: what PR actually is.
PUBLIC RELATIONS IS
Displaying all parts of the business & using less desirable situations to learn from, turn
around & help build trust, maintain relationships with your
customers/followers/stakeholders
Presenting, providing honest, transparent information with the ethos of maintaining &
building trust with customers/followers/advocates/community/stakeholders
Consistent & respectful relationships with the media/journalists/thought
leaders/bloggers
Direct address & engagement of critics
A clear plan/procedure of process to deal with issues & crisis management
An ongoing, evolving plan & strategy that needs to be edited regularly
An integral part of a modern, forward-thinking business, PR should be at the core of all
business planning, strategy & development

7. SO, LET’S
GET
STARTED

8. STEP 1: Work out what you
want.
STEP 2: Indentify your
target market.
STEP 3: Decide your
timeframe/
Deadline.
STEP 4: a) Identify your
ambassadors /followers &
b)write up your media list.
STEP 5: Evaluate your
progress.
Underlying this, start thinking
about and clarify your story.
More on this later...

9. STEP 1: What are your goals? What do you want to
achieve? What are your objectives? Where do you
want to be? How is this different from where you are
now?
Take a moment now to write three to five goals.
Then number them in importance or priority. BE
CLEAR. BE PRECISE.

10. For example, you might want to “create some buzz”
around your product or service -- to hype up
attention/encourage awareness about your brand. You
might also want to boost sales, differentiate yourself
from competitors and reach out to your current
clients.
These are all valid
objectives. For your PR
efforts to be effective,
however, your
objectives must be
clear, concise, authentic
and measureable.
OBJECTIVE OUTCOME * in CAPITALS
Create buzz Link a news-worthy, calendar event with your story,
notify media list about it. GET 3 MENTIONS IN
MEDIA
Boost sales Put out a call-to-action on one of your
products/services, revamp it to make it valuable &
timely. GENERATE 5 LEADS IN ONE WEEK
Differentiate Highlight your point-of-difference. Upload a
YouTube video explaining your services.
GENERATE 10 COMMENTS
Maintain current
clients
Email newsletter with a free offering to say thank
you for their service. ENCOURAGE 3 NEW
TESTIMONIALS FOR PUBLICATION ON
WEBSITE/S

11. STEP 2: Target
Market.
Who do you want to
reach? What
solutions do you
provide to their
problems, and how?
This is the foundation of how you will communicate with your
target market. When you know who they are, you know what their
behaviours are and you can communicate with them via the
channels they prefer to use and at the times they prefer to use
them.

12. If you don’t know who your target market is, it’s
time to do some research...
Free options
(secondary
data) are to
look at website
testimonials
of similar
businesses to
yours.
Paid options
are
plentiful.
There are
numerous
reports
available.

13. STEP 3: What is your
timeframe/deadline?
One week? Two or three
months? Six months?
Clarify your timeframe.
This will help you
prioritise tasks as well
as leverage any
calendar events in your
industry or in general
that you could draw on,
tie in with to make your
story news-worthy.

14. STEP 4: a)Identify who
your brand ambassadors
are. Who are the
followers/customers/
consumers most in love
with your brand? Who
talks about your brand to
others (positive word-of
mouth advertising is
priceless). Monitor
reviews, feedback, and
forums. Put all your info
into a report.
b) Start to gather and collate a list of the
publications/websites/blogs/journalists/
editors/influencers you need to contact; establish a
relationship with. When you pitch to them
(information in Part 2) make sure you spell their
name and title correctly. More on media lists in Part
Two.

15. STEP 5: Evaluate your progress. Use Google Analytics, measure
the increase in followers or social media activity, according to
your STEP 1 goals. More detailed information on this in Part
Two.

16. Take Aways…

17. Start thinking
about how you
are different
from your
competitors.
Remember your story. What makes you unique? Think of
refining your
story into a 30-second elevator pitch. This information
will help when you are talking/pitching to editors and
journalists about your brand and news.

18. Of your brand ambassadors (the people that like your brand/your
content), who are the thought leaders, the influencers? Who are the
most ACTIVE/CONNECTED? These are the people you need to
build and maintain a relationship with. Connect with them in an
authentic, transparent and mutually- beneficial way. Stay connected,
both on and offline (if possible).

19. DON’T SHOUT… or jump in
to established online
conversations. Respect
participants. Don’t put on the
“big sell.”
LISTEN to what people are
talking about and when your
content adds value, share it.
WATCH what is already being
said as well as when people
prefer to share and what topics
they prefer to discuss.
PARTICIPATE with
authenticity. Provide content to
help others, not to push your
wares.
Social media is not a
strategy. It’s a tool.
Consider writing a social
media and
communications plan.

20. Be unique, be different, stand out. Stay
current but celebrate your own
story/brand/history.
And continue to develop and grow.

21. Success is inevitable if
you provide something
of value to people in a
medium they prefer to
use. In other words,
provide your solution to
your target markets’
particular problem, with
easy-to-access
information. Tell others
about the solution in
way that is authentic
and honest and ensure
your followers can easily
share your content.
Be consistent and stay
current with trends.
Communicate with your readers/target
market/followers in the channels they prefer at the
times they are most active and you will be on your
way to effectively building an engaging and strong
brand.

22. Part Two will include case studies of how small
business used PR for business growth, to generate
leads and maintain their reputation.
The last series will include answers to any questions
you have. I hope you enjoyed this PowerPoint and
could use some or all of the information. I look
forward to hearing from you.

23. Great Reads
Trevor Young
John Wiley & Sons,
Australia, Ltd
David Meerman Scott
John Wiley & Sons, Inc
Brian Solis and Deidre
Breckenridge
Financial Times Press

24. Thank you
Flavia Young
If you’d like one-on-one consultation or for me to
design a PR/Communication plan for your business,
please email:
director@flaviayoungpublicrelations.com.au or
Twitter: @FlaviaYPR