This is the presentation for business seminar at SCCCI on 26 May 2010

1. Handling Basic Public Relations
(DIY approach for SMEs)
Presented by: Andrew Chow

2. Ice Breakers
What kind of
News Maker?
YOU
What will
this be?

3. 20 Tips

4. 1
Understanding Publicity

5. 2
Understand what is News to the
Media

6. 3
Build and Maintain Positive
Relationship

7. 4
Know Your Rights with the Media

8. 5
Prepare concise press release

9. 6
Do not Just “Press and Release”
Pitch after that!

10. 7
Always Prepare for Radio
Interview

11. 8
Preparing for Television interview

12. 9
Master the Art of Media Pitching

13. 10
Managing Press Conference
(date / location / invitation / actual day)

14. 11
Crisis Management Skills
(10 hard questions)
What happened?
Why did it happen?
Was anyone injured or affected from it?
Could this have been prevented?
Has this ever happened before?
Currently, what are you doing about it?
When will the problem be solved?
How will you prevent this from happening again?
Did you know this was going to happen?
What would you like to say to those affected?

15. 12
Extreme Crisis, Extreme CEO

16. 13
Give reporter special access

17. 14
Contribute article to the press

18. 15
Keep your sound bytes under 30
seconds

19. 16
Use photography or visuals to enhance
the possibility of a story being run

20. 17
Realize that you have no
control over the content,
format and timing of
report

21. 18
Be sure all information you use
is accurate
Bee
Or
Bug?

22. 19
Look out for major upcoming
events to align your publicity

23. 20
Always project a positive image
about Singapore when dealing with
International Media

24. 10 Pitfalls

25. 1
Do not expect a perfect story

26. 2
Do not say anything “off the
record”

27. 3
Do not say the word
“Publicity” during interview

28. 4
Avoid saying your company name
during interview

29. 5
Do not disclosure company
confidential information unless
you are cleared

30. 6
Do not offer a 2nd journalist an
exclusive unless the first one has
rejected your offer

31. 7
Do not ask for the soft copy of the
story before it is published

32. 8
Do not threaten journalists with
reduction of advertising budget if
story is turned down

33. 9
Do not be a Business Marketer,
Be a Content Provider

34. 10
Do not ever send false company
information

35. 5 Case Studies

36. 1
One On One Express

37. Craft your press release like how 1
you wish to be reported

38. Briefing Advocate 1
for your Business
• Prepare a FAQ list
• Set the OB markers
• Rehearse if possible

39. 2
Dating@Sea 2007

40. 2
Same Event; 3 Different Angles
Event : Cruise for Singles (Dating@Sea)
•Story 1 : Cruise
•Program
•Profile
•Place
•Story 2 : Employer for staff welfare
•Who, What, How?
•Story 3 : Competitors in strategic
alliance
•Sharing
•Variety
•Mega

41. 2
Same Event, 3 phases
Event : Cruise for Singles (Dating@Sea)
•Pre : Pitching
•Radio Talk
•3 Magazine Announcement
•Event : interview
•1 event for 3 stories
•Post : Follow up stories
•3 TV report : Ch News Asia, Ch 8, Ch U
•3 magazine features
•1 online video features

42. 2
Pre Event
Radio Interview

43. 2
Cruise
1 May 07 2 May 07 3 May 07
Cruise – dating@sea Cruise – Staff Welfare Cruise – Competitors in alliance

44. 2
Post Event
Lifestyle (Eng & Chinese) The Peak (Eng & Chinese)

45. 2
Media loves to “coin” new names
Dating@Sea
•Love Boat
•Sea of Love

46. 3
Thematic Event Marketing
revolving around Movies

47. 3
Working with Partners for good stories

48. 3
Working with Partners for good stories
Lifestyle + Entertainment

49. 3
Working with Partners for good stories

50. 4
Siblings & Buddies
Connection

51. Be Creative, Use new ways for old concept. 4

52. 5
Ideas….Insights….Interview

53. 5
Report insight – eg Survey
• NetProfit Quest – Announcement of
survey results for Social Media Usage
among SMEs

54. Need More Help?

55. Positive Business Minute
(22 days on Radio 938live)
Andrew Chow

56. Training & Consultancy

57. Andrew Chow a.k.a Ideasandrew
Social Networking
Facebook - http://www.facebook.com/profile.php?id=1081391088&ref=name
Plaxo http://ideasandrew.myplaxo.com/
Linkedin - http://sg.linkedin.com/in/ideasandrew
Social Media Sharing
Flickr Collection - http://www.flickr.com/photos/ideasandrew/
Youtube Channel - http://www.youtube.com/user/ideasandrew
Slideshare - http://www.slideshare.net/ideasandrew
Podomatic - http://ideasandrew.podomatic.com
Social Blogging / Micro-blogging
Twitter - http://twitter.com/Ideasandrew
Wordpress – www.andrewchow.sg
Social Bookmarking
Delicious - http://delicious.com/Ideasandrew
Social Collaboration
Wikipedia - http://en.wikipedia.org/wiki/User:Ideasandrew
Meet up - http://www.meetup.com/members/11966314/