Monthly Archives: July 2008

What You Need to Launch a PR Program

I’ve been getting a lot of hits on this blog lately and I truly hope that some of what I’ve shared has helped my readers understand the PR field a little bit more. I am really passionate about helping people put their dreams and business objectives out there in ways that serve them well and produce desired results. The business of PR is not, by any stretch, an exact science. There is an entire measurement and analysis industry surrounding PR designed to help companies justify how they spend their PR budgets. Even within my community, there is much debate as to the accuracy and relevance of certain measurement techniques. (I’ll do a separate blog on that later)

But what do you have control over in the beginning– whether you are just launching a PR program or revamping an old one– is putting in place the basic physical elements of your program. It’s so important to have the necessary building blocks in place because doing this will help you present yourself and your organization with confidence, professionalism and strength. It will also help you shape important messages, and even influence the development of your quarterly marketing goals. At the very least it will greatly support those goals and help to make them happen. In that spirit, I’ve developed the “Before the Hoopla” Executive PR Tool Kit™.

I am so excited about this new offering. Basically, I’ve taken what I’ve learned from years of working with start-ups, entrepreneurs, corporations and individuals and put together a simple but powerful tool kit that can get any organization or person started on the right path. In some ways, it’s a blueprint. But mostly, it’s an intensely cost-effective alternative to hiring a PR agency or someone in-house. So here it is:

The “Before the Hoopla” Executive PR Tool Kit ™ is specifically designed to solidly position you and your business for PR success. This tool kit is educational, practical and results-based. It is also an entirely cost-effective way to begin or continue your communications investment. Individually, these services (with me or any other reputable publicist or agency) may be cost prohibitive for companies with strict marketing budgets. But as a complete system, it’s accessible.

 

“Before the Hoopla” Executive PR Tool Kit™

The “Before the Hoopla” Executive PR Tool Kit ™ is specifically designed to solidly position you and your business for PR success. This tool kit is educational, practical and results-based. It is also an entirely cost-effective way to begin or continue your communications investment.

  • PR 101 workshop: the basics of public relations (2 hour session)
  • Personalized communications training for your spokespeople (3 hour session)
  • Custom messaging session for your marketing team and spokespeople (3 hour session)
  • Top 25 journalists identified
  • Top 25 blogs identified
  • Development of online media room for your website including structure and content
  • Provide templates for internal and external PR documents
  • On demand PR consultation for one month (up to 5 hours)

Individual services also available. Please e-mail me at jennifer@hooplamedia.com for pricing.

Added optional services:

  • Photo shoot with preferred photographer for spokespeople and/or products
  • With partner Biz Buzz Video, production of 1-3 minute custom video for use on your website and in media outreach
  • With partner Biz Buzz Video, production of 5 minutes of company
    b-roll for use on your website and in media outreach
  • Serve as ongoing media contact for all media outreach 

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Filed under integrated communications, marcom, marketing, marketing communications, media, media relations, Media Training, PR, PR for Non-Profits, PR for Small Biz, PR Resources, Press Releases, Public Relations, publicity, video

The Legitimacy of PR: People and Profession

Up until a few years ago, there was absolutely no certification in public relations. Pretty much anyone could go out there, put up a shingle, and say “Hey, I’ll be your publicist!” In fact, when I was in college in the late 80s and early 90s, I don’t believe there was even an academic focus at most major colleges and universities for PR. Yes, there were marketing classes and advertising majors, but PR was a subject often ignored by academics and folded into a curriculum in the form of a course here or there.

The point is that although PR has been around since, arguably, the first time a caveman tried to become head of the cave, it has still been a misunderstood profession. Today, the Public Relations Society of America offers professional PR people the chance to become Accredited in Public Relations (APR) certified. The issue of certification has been hotly debated for decades. But the bottom line is that I think it’s a good idea. It forces PR people to come clean about their knowledge and experience in the profession.

PR people get a bad rap in the public eye– sort of like personal injury lawyers or car salesmen. It’s ironic that our profession still struggles with being perceived as a valuable and legitimate part of the business process. Hollywood loves to villanize publicists and portray them as heartless, greedy liars. Honestly, I know those people exist, but I don’t know them. Who I do know are an incredibly conscientious and talented group of professionals who are amazing writers, excellent communicators and profoundly talented strategists.

Though I am not APR certified, I’ve been meaning to do it. The cost for taking the test is almost $400, but I’m sure it’s worth it. According to the PRSA website:

What is APR?
APR is a mark of distinction for public relations professionals who demonstrate their commitment to the profession and to its ethical practice, and who are selected based on broad knowledge, strategic perspective, and sound professional judgment.

Well, I guess I have something to look forward to.

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Filed under crisis communications, marketing communications, media, Media Training, PR for Non-Profits, PR for Small Biz, PR Resources, Press Releases, Public Relations, publicity

How SEO-xy is Your Press Release?

I recently heard about this cool little website, www.pressreleasegrader.com. According to them:

HubSpot’s Press Release Grader evaluates your press release and provides a marketing effectiveness score. This score is based upon basic factors from public relations experts including the language and content of the release, plus advanced factors from Internet marketing experts such as links and search engine optimization characteristics.

Also, it tells you if you have dumb marketing-speak words in the release that turn reporters off by offering a cool tool called Gobbeldygook Word Analysis. It automatically scans your press release for meaningless terms.

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