Public Relations, Telling Your Story and Your Brand's People throw the term PR around a lot without a true understanding of the meaning. They believe by writing a press release, their topic is all of a sudden news worthy. This is far from the truth. With the growth of social media, anyone can "create" their own news, but it doesn't carry the true credibility and weight of traditional media relations. Solid public relations takes advantage of all aspects of the public's perception but it is rooted in great media relations. The value of PR, when done correctly, is immeasurable certainly outweighing advertising and comes it at a much lower price tag. Public relations is important for the businesses we represent but also for our personal brands. This presentation will explain how the process works and why it is so important. In addition, participants will understand how they can personally implement a few simple pieces in their local areas and even nationally at no cost. They will also understand the appropriate time to engage a larger agency for assistance and what they should expect in return for their investment.

1. #WomenInAuto16
Public Relations
Sharing Your Story

2. #WomenInAuto16
J. Claire Garstka

3. WHAT IS PUBLIC
RELATIONS?

4. WHO’S HERE AND WHY
DO YOU CARE?

5. WHY PUBLIC
RELATIONS?

6. #WomenInAuto16
Brand Impact
Your story can have major punch
 Know Your Story
 Share Your Story
 Reinforce Your Story
 2009 Financial Institutions
◦ 21% Confidence Increased by Advertising
◦ 44% Confidence Increased by Positive
News Stories

7. #WomenInAuto16
Credibility
 Builds a Trust Gap that
Advertising Can Not Do
 Know Your Players
 Endorsements
◦ Consumers
◦ Neighbors
◦ Media

8. #WomenInAuto16
Engagement

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Value
 Today’s Customer
Cares More About
Your Brand’s
Value Than Your
Brand
 Good PR is Worth
a Lot of MONEY

10. #WomenInAuto16
Its More Than Media, But It All
Comes Back to Media
 Community
Involvement
 Sponsorships
 Networking
 Social Media
 These Things
Make You
Newsworthy

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Community Involvement
 What makes up your community?
◦ Tradeshows and Conferences
◦ Community Service
◦ Grass Roots Efforts

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Sponsorships
 Cause Marketing
 Support local causes and get a return
 Don’t have a Cause? Find One!

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Networking
 Business to Business
 Roundtables
 Ladies’ Night Out
 Find a Common Interest

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Social Media
 Create an Image
 Engage with Customers
 Create Content
 Share Your Story

15. MEDIA RELATIONS – THE
BASICS
THOSE OTHER TYPES OF PR MADE
YOUR BRAND NEWSWORTHY

16. #WomenInAuto16
Pay to Play
 This is Advertising, Not Media
Relations
 Assume Your Consumer is Not Dumb
 Your Brand is Better Than That
 But……If You Can Get It –
You Should Always Try

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Blogs and Social Media

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Traditional Media
 Announcements need to be of
relevance
 Make the life easier for the publication
 Provide lots of tools
 Press Releases
 Content Marketing

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IT HAS TO BE NEWS
WORTHY
 It doesn’t always have to be about you
 Know your audience – who has the
control
 Why does it matter to the end reader?
http://www.colorsonparade.com/daily-
buzz-earth-day/

20. NOW THE RELATIONS
PART

21. #WomenInAuto16
FACTS
 1,759 Releases a Day
on the Wire
 Average 200 Pitch
Calls or Emails a Day
 Journalists Have Lives
Too
 Everyone Thinks They
are The BEST!

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Relations = Relationships
It’s just like sales
 Find The Right Customer
 Get In Touch
 MAKE IT PERSONAL
 Deliver a Pretty Package
 PICK UP THE PHONE
 MAKE IT PERSONAL
 Stay Top of Mind
 Stay News Worthy

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What’s It Worth

24. FOR YOU AND YOUR
BUSINESS

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Personal Public Relations
 You and Your
Brands are
Reflective
 Everything is
Personal
 Transparency
 People Expect
More
 You Are More

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PR – Telling Your Story
 Influence Public Perception
 Engage Your Community
 PR Increases Brand Value
 PR Should Always Involve Media Relations
 Relations = Relationships
 Media Coverage is Earned and of High Value
 The Best PR is Transparent and Personal
 PR Helps Professionally and Personally

27. QUESTIONS