GET MORE CUSTOMERS VIA PR

follow hashtag #deluxehero

Presentation Title

2© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.

Exec Director, Brand and Media Relations, Deluxe

Terri J Shapiro

Your Speaker Today

Presentation Title

3© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.

A PR Win for Deluxe!

Presentation Title

4© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.

What PR Can Do For Your Business

The “Big Secrets” for Effective PR

Managing Your Media Interview

Merchandising Your Publicity

Today’s Topics:

Presentation Title

5© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.

What Is PR?

Presentation Title

6© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.

VISIBILITY

What Is PR?

Presentation Title

7© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.

Do You Need PR?

Presentation Title

8© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.

Are Trade Publications Influential in Your Industry?

Do You Need PR?

Presentation Title

9© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.

Does your industry get written about in the general media?

Do You Need PR?

Presentation Title

10© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.

Purchase Process:

Do your customers act on impulse or do they study and consider the decision to purchase over time?

Do You Need PR?

Presentation Title

11© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.

Is there a danger factor in your industry?

Do You Need PR?

Presentation Title

12© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.

You Have Two “Customers” in PR

Secret #1

Reporters, editors, bloggers who influence decisions to buy in editorial postings

The people who can buy from you

Presentation Title

13© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.

The Media as “Customer”

Media = Gatekeeper Get to know the

interests of the gatekeepers

Presentation Title

14© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.

Researching the Media

Presentation Title

15© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.

Editorial Calendar

Presentation Title

16© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.

You Got The Media Interested!

Now What?

Managing Your Interview

Presentation Title

17© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.

Communicate in sound bytes – tight, short, clear

Plan for 3 – 5 sound bytes

Speak in visuals

Tell Them VERY LITTLE!

Secret #2

Presentation Title

18© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.

Charlie’s Cupcakes

Talking Points 1st bakery to offer complete

customization

Only way everyone can be happy

New party program in demand

Presentation Title

19© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.

How can you help the reporter experience your brand?

Opportunities to Experience

Presentation Title

20© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.

Never, Ever Talk to the Media When You Weren’t Expecting Them to Call . . .

Secret #3

I can’t talk to you right now. But I’d be happy to get

back to you soon.

Presentation Title

21© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.

Prepare. Prepare. Prepare.

Do: Research and Rehearse

Do: CALL THEM BACK!

Don’t: “No Comment” or “Off the Record”

Secret #3

Presentation Title

22© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.

Merchandising Your PR

E-mail

Twitter

Facebook

Mailing

Blog

Presentation Title

23© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.

Thank You!

QUESTIONS?