Rock Star

Public
Relations
Getting Noticed –
The Right Way!
What is Public Relations?

“Public relations is a strategic

communication process that builds
mutually beneficial relationships
between organizations and their
publics.”
 Simple and straightforward
• “Process” is preferable to “management
function” which can evoke ideas of control
and top-down, one-way communications.
• “Relationships” relates to public relations’
role in helping to bring together organizations
and individuals with their key stakeholders.
• “Publics” is preferable to “stakeholders,” as
the former relates to the very “public” nature
of public relations, whereas “stakeholders”
has connotations of publicly-traded
companies.
As a management function, public relations also
encompasses the following:
• Planning and implementing the organization’s
efforts to influence or change public policy.
Setting objectives, planning, budgeting,
recruiting and training staff, developing
facilities — in short, managing the resources
needed to perform all of the above.
• Anticipating, analyzing and interpreting
public opinion, attitudes and issues that
might impact, for good or ill, the operations
and plans of the organization.
• Counseling management at all levels in the
organization with regard to policy decisions,
courses of action and communication,
taking into account their public
ramifications and the organization’s social or
citizenship responsibilities.
• Researching, conducting and evaluating, on
a continuing basis, programs of action and
communication to achieve the informed
public understanding necessary to the
success of an organization’s aims. These
may include marketing; financial; fund
raising; employee, community or
government relations; and other programs.
??????????
 Do you know what people are saying about you online?
Consumers today trust personal and peer recommendations and
online reviews more than anything else when researching a
product, business, or service.
 Every Single
Business Day
You Are Either
Getting A

Or A
There IS Such a Thing as
BAD PRESS!
Who Are You Talking To?
 Lowe’s Versus Home Depot
Founded: 1978
Employees: 321,000
Sales: $18.25 billion

“Low prices are just the beginning" early 1990s

“First In Home Improvement!" 1999–2003
“You can do it. We can help.” 2003-2009
“More saving. More doing.” 2009-2013
“Let’s do this!” 2014

Founded in 1921
Employees: 167,000
Sales: $15.71 billion (2013)

"Let's build something together," 2006

“Never stop improving” 2011

Analysts also say Home Depot will continue to outperform Lowe's on the sales front for a while, in part because it
derives much more revenue from the key contractor and professional customer group.
* Lowe’s, Home Depot, Inc.; Menard, Inc.; True Value Company; Wal-Mart Stores, Inc.; Ace Hardware Corporation; Sears, Roebuck and Co.
Who Are Your Audiences?

Customers/Clients
Gatekeepers/Lawmakers
Media: Online and Offline
Potential Partners
The Competition
The Competitions Customers

Case Study: Home Depot vs. Lowes vs. Ace Hardware

What

To

Do?
PR Starts from the Bottom Up!
Begin at the End!
Target Audience Identifiers
10 Steps to Creating An Award Worthy
PR and Communications Plan
 WRITING A PR AND
COMMUNICATIONS PLAN
Your Business Can Capitalize On The
Social PR Opportunity Right Now!
Today to Create a Positive Image
for Your Company
1.Give Away Eco-Friendly or Other
Timely Promotional Items
2.Donate to a Good Cause
3.Demonstrate Extraordinary Customer
Service Skills
4.Be Honest and Open
5.Get Involved in the Community

6.Host a High-profile Community Event

7.Partner with a company to Co-Brand
and increase exposure
How to Write a Winning
Great tips to remember:

1. K.I.S.S. - Keep It Simple Stupid.

2. Why should this be newsworthy?
3. Make your subject clear, factual and have it summarize your entire release.
4. In your first paragraph be sure to clearly explain your point of the release.
5. I always think it’s a good idea to include a quote from your president or an
expert.
6. Never forget to include your name, number, release date etc…
7. Keep it short. Don’t make a release more than 1 page.
8. It’s always a good idea to try and spin a local angle to get local area press
coverage.