Learn how to build a public relations strategy that will clarify your message, build essential media relationships and generate impactful media coverage from a leading marketing agency in Las Vegas.

 

Included in PR Connect! are valuable tools to:

• Build a media fact sheet.

• Build a successful public relations strategy

• Learn what inspires the media to cover a story

• Represent your brand with authority and conviction

Build a successful public relations strategy

• A successful PR strategy begins with a plan and is driven by a foundation of real relationships.

 

💡MANN|MARK TIP: First, determine the goal of your PR efforts. What are you trying to accomplish?

• Begin by identifying the hook. Why is your story important?

• Identify your potential spokespeople. Who can speak in a compelling way about your story? Who has been impacted by your story who is willing to share?

• Build a Timeline that includes dates for calendar alert, media alert, press release, Interview form and a wrap-up press release.

• Create and Distribute Calendar Alert-2 Months before event

• Craft Press Release, Media Alert, Interview Form-1 Month before event

• Craft Media Fact Sheet with the “Who, What, Why, When and Where”, Questions and Answers, Spokesperson Information and links to the photos and videos. 1 Month Before Event

• Craft the questions and answers and send them to the media spokesperson and ask them to practice. 1 Month Before Event

• Craft Pitch Email for Press Release and/or Media Alert- 1 Month Before Event

• Create Wrap-up Press Release- 1 week after conclusion of the event

 

The Las Vegas Media Fact Sheet is one of the most important elements to build before you begin pitching the event. It should include all of the key details, links to folders with photos and video, location addresses and the questions and answers section with key questions for the interview.

Send the Spokespeople the questions and answers (Q&A). Ask them to begin practicing the Q&A section and set up a time for your media training.

💡MANN|MARK TIP: Build A Media List with email and phone numbers and first names:

• Consider: What type of media coverage are we seeking? (in-studio, radio, print, etc.), which Media Contacts have covered this topic before? Which Media Contacts have a “beat” related to this topic?

• Next gain approval on the plan and add the timeline to your project management or Outlook calendar.

Learn what inspires the media to cover a story

Question: What makes a story newsworthy?

• Does it relate to what is happening in the media today?

• Can you relate it to a national holiday?

• Are there any nonprofits who are involved, and can you share the story of a recipient who has received help?

• Is there a reporter with an interest in the story topic?

• Identify key individuals to be the “spokespeople” that will help you tell the story in a compelling way. You are looking for people whose lives have been changed because of the story. Provide your spokespeople the interview form early in the process.

Question: What do you think makes a good press release?

• Write a press release with quotes that leans into why your story should be covered and a “hook” in the beginning of the press release/Media Alert

•  Almost as important as the press release is a compelling pitch email or phone call. Include the key visuals, photo, video and b-roll that you will provide.

 💡MANN|MARK TIP: Call the media and connect with them. Remember, from beginning to end, effective PR is about making connections.

 To make a pitch email effective:

• Include an intriguing Email Subject Line.

• Personalize to the reporter and mail merge the email with their first name.

• Use “real” words, connect as a person to what’s relevant for the reporter.

Represent your brand with authority and conviction

💡MANN|MARK TIP: Identify your spokesperson in the planning process. Ensure that your spokesperson  will practice the questions and answers (Q & A) and represent your story with conviction.

Question: What tools have you used to help make someone a comfortable and confident spokesperson?

• In the strategy section we talked about Identifying a spokesperson who will take the time to memorize the talking points and have an authentic compelling voice on the subject.

• Schedule the media training with the spokesperson. Send the Interview Form with questions and answers (Q & A) prior to the interview and schedule a time to review those talking points and provide Media Training.

💡MANN|MARK TIP: Ask the spokesperson to practice the Q & A with talking points before the Media Training as much as possible.  The key to being a compelling spokesperson is knowing what you’re talking about and being passionate about the subject.

• During the media training be thoughtful and build a real relationship. Review the media tips, including how they should represent the brand and prepare for the interview and then film the spokesperson responding to the questions.

• Watch the video back with your spokesperson ask them for their feedback and then provide your feedback in a kind, positive and affirmative way.

💡MANN|MARK TIP: The most important part of a good interview is the opening and closing so ensure that your opening is strong your closing compels the audience to learn more and take action.

• Accompany the spokesperson and continue to build your relationship and provide support so that they practice before the interview and that they have everything that they need for success!

• At the interview, connect with the reporter, thank them for the opportunity, follow them on social media and take plenty of pictures and video. Post to all social media outlets and include stories that bring the behind the scenes to life.

Remember to follow up with the media after they cover your stories. Track the reporters that help you and connect with them on social media.

Be thoughtful and be thankful and at the conclusion of your event thank the reporters that cover your event with some sort of card or personal reach out.

To build a successful PR strategy, it all starts with a plan and is driven by a foundation of real relationships.

Please reach out to a leading marketing agency in Las Vegas to learn more at MannMark.com.

 

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