Yulu Communications provides public relations services with a focus on lifestyle, hospitality, and real estate clients. This presentation discusses various PR tactics including pitching media outlets, conducting media familiarization (FAM) trips, managing public and community relations, giving media tours, and using social media. PR stunts are also examined as a tactic, using examples like an Air Force One replica plane and a pop-up restaurant. The presentation emphasizes the importance of timing, significance, and tailoring pitches for different media channels. It also offers advice for PR graduates such as interning at an agency.

1. Yulu Communications
Media Relations 101
By Melissa Orozco
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2. Agenda
• Media Relations Tactics
• PR STUNTS! Are they effective?
• Media FAM trips
• Public/Community Relations
• Media Tours / Campaign Tours
• Social media and PR
(contests/blogger relations)
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3. Meet Yulu
Our name “Yulu” translates to “words to a
journey.” We work with our clients to find the
right words to share their story with the
world.
Yulu is a small group of professional
storytellers that specialize in lifestyle,
hospitality and real estate PR.
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4. Media Relations
Pitching techniques and some truths about
the media:
• When pitching, timing is key
• Create significance for your pitch
• How to pitch TV, print, radio and online
• Reporters are people too
• Reporters/assign desks can smell fear
• The media knows when they’re being pitched,
so try to keep it real
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5. Media Relations
Pitching technique tip No. 1
Make sure your pitch is timely in some way.
Hijack current events and plug
your clients for the story
“Issues hijacking”
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6. Issues Hijacking
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7. Media Relations
Pitching technique tip No. 2
Make sure your pitch is significant in some
way.
Position your client’s product or
service as the “most, best, first,
last, highest, lowest, shortest,
oldest or longest” at something.
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8. Best Job in the World
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9. Pitching Media
Pitching technique tip No. 3
Make sure your pitch is tailored for the
correct media channel (print, broadcast,
online, etc.)
Pitch visuals for TV; interview subjects
or sound clips for Radio;
quotes/interviews and photos for print.
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10. Know the Media
Some truths about the media:
• Reporters are people too
• Assignment editors can smell fear
(they won’t be confident in your story if you’re not)
• The media knows when they’re being
pitched, so try to keep it real
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11. PR Stunts!
PR STUNTS: Are they effective?
• Echo – Air Force One
• Coast Capital Savings – You’re the Boss
• New York City pop-up Restaurant
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12. Echo – Air Force One
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13. Coast Capital Savings
“You’re the Boss”
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14. Coast Capital Savings
“You’re the Boss”
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15. Coast Capital Savings
“You’re the Boss”
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16. New York pop-up Restaurant
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17. Media FAM trips
What is a FAM Trip?
• Show media your product/destination in
detail – have them experience it
• Connect with local tourism group
• Show them a good time and they will
write about it
• Great way to build on your “media
relations”
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18. Media FAM trips
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19. Media FAM trips
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20. Media FAM trips
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21. Media FAM trips
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22. Public/Community Relations
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23. Media Campaign Tours
Prep for a media tour:
• Make sure your client is a good public
speaker
• Capitalize on travel opportunities
• Make sure your follows the schedule
(pay attention to time zones!)
• Prep your client thoroughly for each
meeting
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24. Media Campaign Tours
Make sure they’re a good public speaker
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25. Media Campaign Tours
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26. Social Media
Social Media and PR:
• Blogger relations
• Replying to bad social media comments
• Creating communities
• Customer service platform
• Unforeseen opportunities present
themselves
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27. Advice for a new PR grad
• Intern at an agency if possible
- Agencies are like PR boot camp – you will
learn a lot!)
- Agencies will allow you to see the many
industries that you can consider if you decide
to go in-house somewhere later
• The smaller the agency or company
you start with, the more hands-on
experience you will gain

28. Keep in touch!
Website: www.YuluPR.com
Twitter: @YuluPR
Facebook.com/YuluCreative
604-558-1656
Melissa@yulupr.com / @604PR
Ashley@yulupr.com / @AshLetts