Handling Basic Public Relations(DIY approach for SMEs)
Presented by: Andrew Chow
What willthis be?
YOU
What kind ofNews Maker?
Ice Breakers
20 Tips
Understanding Publicity1
Understand what is News to the Media
2
Build and Maintain Positive Relationship
3
Know Your Rights with the Media
4
Prepare concise press release5
Do not Just “Press and Release”Pitch after that!
6
Always Prepare for Radio Interview
7
Preparing for Television interview
8
Master the Art of Media Pitching
9
Managing Press Conference(date / location / invitation / actual day)
10
Crisis Management Skills(10 hard questions)
What happened?Why did it happen?Was anyone injured or affected from it?Could this have been prevented?Has this ever happened before?Currently, what are you doing about it?When will the problem be solved?How will you prevent this from happening again?Did you know this was going to happen?What would you like to say to those affected?
11
Extreme Crisis, Extreme CEO 12
Give reporter special access13
Contribute article to the press14
Keep your sound bytes under 30 seconds
15
Use photography or visuals to enhancethe possibility of a story being run
16
Realize that you have no control over the content, format and timing of report
17
Be sure all information you useis accurate
Bee Or Bug?
18
Look out for major upcoming events to align your publicity
19
Always project a positive image about Singapore when dealing with International Media
20
10 Pitfalls
Do not expect a perfect story1
Do not say anything “off the record”
2
Do not say the word
“Publicity” during interview
3
Avoid saying your company name during interview
4
Do not disclosure company confidential information unless you are cleared
5
Do not offer a 2nd journalist an exclusive unless the first one has rejected your offer
6
Do not ask for the soft copy of the story before it is published
7
Do not threaten journalists with reduction of advertising budget if story is turned down
8
Do not be a Business Marketer, Be a Content Provider
9
Do not ever send false company information
10
5 Case Studies
One On One Express
1
Craft your press release like how you wish to be reported
1
Briefing Advocatefor your Business
• Prepare a FAQ list
• Set the OB markers
• Rehearse if possible
1
Dating@Sea 2007
2
Same Event; 3 Different Angles
Event : Cruise for Singles (Dating@Sea)
•Story 1 : Cruise•Program•Profile•Place
•Story 2 : Employer for staff welfare•Who, What, How?
•Story 3 : Competitors in strategic alliance
•Sharing•Variety•Mega
2
Same Event, 3 phases
Event : Cruise for Singles (Dating@Sea)
•Pre : Pitching•Radio Talk•3 Magazine Announcement
•Event : interview•1 event for 3 stories
•Post : Follow up stories•3 TV report : Ch News Asia, Ch 8, Ch U•3 magazine features•1 online video features
2
Pre Event
Radio Interview
2
Cruise
1 May 07Cruise – dating@sea
2 May 07Cruise – Staff Welfare
3 May 07Cruise – Competitors in alliance
2
Post Event
Lifestyle (Eng & Chinese) The Peak (Eng & Chinese)
2
Media loves to “coin” new names2
Dating@Sea
•Love Boat•Sea of Love
Thematic Event Marketingrevolving around Movies
3
Working with Partners for good stories3
Lifestyle + Entertainment
3Working with Partners for good stories
Working with Partners for good stories3
Siblings & BuddiesConnection
4
Be Creative, Use new ways for old concept. 4
Ideas….Insights….Interview
5
Report insight – eg Survey
• NetProfit Quest – Announcement of survey results for Social Media Usage among SMEs
5
Need More Help?
Positive Business Minute(22 days on Radio 938live)
Andrew Chow
Training & Consultancy
Andrew Chow a.k.a Ideasandrew
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