IT’S ALL ABOUT THE....

WHAT IS PUBLIC RELATIONS.....?

...a strategically designed communication
process that develops mutually beneficial
relationships between an organization or
individual and their publics...

Get the PR basics down with this quick reference sheet...

WHAT GOALS CAN HOW TO SET
PR ACHIEVE? PR AGENCY ORGANIZATIONAL CHART PR GOALS

BRAND AWARENESS UNDERSTAND BUSINESS GOALS

PR can drive awareness and attract PR efforts must align with these and
customers, the media, and investors. CEO/Director contribute to the bigger picture.
BUILDING AND MAINTAINING A BRAND MAKE SURE GOALS ARE SMART...

PR helps create an organization's vision

Specific
and mission.
BOOSTING REPUTATION Define what you want to achieve.

PR aims to influence public perceptions PR Manager Operations Manager Measurable

through carefully timed information sharing.
LEAD GENERATI AND SALES Set the criteria to measure success.

PR can increase the quality of business

Achievable
leads leading to increased sales..
BUILDING CREDIBILITY AND TRUST Ensure all goals are realistic.
Country 1 Country 2 Country 3
HR Coordinator
PR works to establish credibility, helping you Account Account Account
Relevant:
be perceived as as an expert in what you do. Executive Executive Executive
MANAGING A CRISIS Goals match to business objectives.

It protects the brand during adverse events,

Time-bound
implementing communication strategies.
PR Assistant PR Assistant PR Assistant
Set deadlines for reaching goals.
ATTRACTING INVESTMENT

Create and nurture relationships with SET KEY PERFORMANCE

investors through transparent INDICATORS (KPIs)
communication that showcases an
organization’s achievements, financial Choose the tactics and channels.
health, and investment prospects. A PUBLIC RELATIONS MINI DICTIONARY

HOW TO DO PR WITH NO NEWS PRESS RELEASE TIPS

PRESS RELEASE EMBARGOED PRESS RELEASE

NEWSJACKING An announcement shared with various media A press release restricted to a specific time and date but WHEN TO SEND
publications. The purpose is to get attention from a shared with selected media before publication.
With no news to share or upcoming target audience. Tuesday - Thursday for maximum impact.
NEWS IN BRIEF (NIB)
launches, newsjacking can generate PITCHING
media attention.. WHY THESE DAYS?
This is a few short sentences that summarizes a news
A brief message to an outlet explaining why your story.
COLLECT DATA product or service is relevant to them or their audience. Thusday is the most popular day to open a
SHARE OF VOICE (SOV) press release.
Collect interesting data related to your LEAD TIME
The percentage of media coverage and mentions that BEST TIME TO SEND
company or industry and share any
observations. The time required by journalists to collect information an organization receives compared to its competitors.
for their stories. Between 10am - 2pm.
ORGANIZE EVENTS MEDIA PRESS KIT
EARNED MEDIA WHY THESE TIMES?
Use big sporting events or national An informational or promotional set of materials that
When a third party writes about you without you paying. includes photos, bios, mission statements, and other Higher open rates! It drops after this.
holidays to create a PR stunt.
This is the goal of PR. visuals.
CONSIDER DIFFERENT TIME ZONES
SPEAK AT CONFERENCES MEDIA IMPRESSIONS THOUGHT LEADERSHIP
WHY?
Accept invites to speak at industry The number of times a PR message is potentially seen Where an individual is presented as an expert on a topic
events or panel discussions. by an audience. due to experience. For the reasons above, time zones impact
Journalists often attend these. the open rate.
MEDIA RELATIONS EDlTORIAL CALENDAR
PARTICIPATE IN AWARDS USE QR CODES
A mutually beneficial relationship between those in PR Topical schedules of topics that will be covered in
Outside of any news to share, your and journalists and organizations and journalists. particular publications throughout the year. Add QR codes that link to additional
organization can gain awareness and content or interactive features.
validation by entering and winning
WHY?
awards.
It allows multimedia content to be
DO THIS IN PR DON’T DO THIS IN PR viewed. You can also track how many
people are reading it!
MEDIA TRAINING TIPS
BUILD RELATIONSHIPS WITH SPAM JOURNALISTS
DEVELOP YOUR KEY MESSAGES THE MEDIA Bombarding journalists and/or CRISIS MANAGEMENT TIPS
Develop strong relationships with sending irrelevant pitches is
Ensure they match your goals. journalists. Personalized interactions counterproductive. You need them
go a long way. on side. HAVE A CRISIS PLAN IN PLACE
UNDERSTAND YOUR AUDIENCE
This should detail roles, responsibilities,
Adapt your language and tone to suit the PERSONALIZE PITCHES NEGLECTING TO FOLLOW-UP and communication.
audience.. Personalized pitches show you value Failing to follow up on pitches can GET AHEAD, CONTROL THE NARRATIVE
KEEP IT SIMPLE their time and understand their lead to missed opportunities. Wait 2-
audience. 3 days then follow up once. Share what happened and say what
Avoid jargon the audience may not you're doing to fix it.
understand.
MONITOR AND MEASURE RESULTS NEGLECT PUTTING TOGETHER APOLOGIZE IF YOU’RE AT FAULT
STAY CALM AND COMPOSED Monitor the performance of PR A CRISIS PLAN
campaigns and what can be tweaked Don’t wait til one happens, have a Say it with empathy and mean it.
Take a moment to think before
for better results. crisis communication plan in place.
responding. POST AN FAQ SECTION ON YOUR
NON-VERBAL COMMUNICATION WEBSITE
VALUE TRANSPARENCY FORGET THE IMPORTANCE OF This will reduce time spent addressing
Use confident and open body language.. Transparency builds credibility and INTERNAL COMMUNICATION queires and answer people’s questions.
trust, essential for growth and Effective internal comms motivate
PRACTICE ACTIVE LISTENING repuation. and keep your team informed. HIRE A MEDIA TRAINER
Listen very carefully before responding. Leave nothing to chance and
confidently address the situation.
BE AUTHENTIC
ALWAYS TELL THE TRUTH
Be genuine in your responses..
B2B VS. B2C PR Never hide the truth once it is out, and
don't lie about steps you're taking.
PR METRICS
B2B PR B2C PR PR KPIs
WEB VISITORS
Directed at business leaders,and decision Directed at the general public based on
Analyze traffic to your website from PR makers. Stresses the reliability of the offering. buying behavior. Focus is on how the product WEB VISITORS
activities. Has longer sales cycles. improves things. Involves shorter sales cycles. Total unique visitors: of 3,500 for June.
SENTIMENT ANALYSIS
SENTIMENT ANALYSIS
How people feel about your brand by B2B PR B2C PR
looking at the language used. Ranging from -1 to 1. A score of 1
Aims to build credibility, educate and highlight Aims to build brand awareness, engagement, indicates highly positive sentiment.
TRAFFIC REFERRAL functions.. E.g., a top of the range office printer. increase consumer sentiment and drive
REFERRALS
Traffic analytics show how people come Focus is on relationship building. immediate sales. E.g., a niche product or a
to your site. mobile phone. A 10% referral conversion rate (10% of
visitors come from a certain website).
CONVERSIONS
B2B PR B2C PR CONVERSIONS
When a site visitor acts on your call to
action, so signing up or buying. Communication is informational and formal. It Communication is more relatable and informal. A 5% conversion rate (5% of all people who.
aims to give tangible product benefits. The goal is to provoke an emotive response. visit a page make a purchase).
DOMAIN AUTHORITY (DA)
DOMAIN AUTHORITY (DA)
Describes a site's relevancy and content
quality for specific areas. B2B PR B2C PR Achieve a domain authority of 40 by ‘x’

BACKLINKS Tactics are whitepapers, case studies, and Tactics include, brand storytelling, BACKLINKS
industry conferences. newsjacking, influencer marketing, and
When one website links to another. Achieve 20 backlinks per month.
Important for building DA. .videos.
IMPRESSIONS
IMPRESSIONS

The number of times your content is

Credits to: 3500 impressions from one press release.

displayed. SHARE OF VOICE (SOV)

SHARE OF VOICE (SOV)
A SOV of 10% (if Brand A got 100 mentions
Volume of media coverage against We're not a traditional PR agency from a total of 1,000 mentions for all brands
those of industry competitors. in its category, its SOV would be 10%).

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