This document discusses when small businesses should consider hiring professional public relations (PR) help versus handling PR themselves. It outlines DIY PR tactics like developing brand messaging, establishing a website and search engine optimization strategy, using social media, and writing press releases. However, it notes that businesses should consider professionals when they lack time, are not seeing results like increased traffic or sales, media is not covering them, or they have technical needs beyond their skills. Hiring a full-service agency provides expertise, resources, and accountability to measure against goals.
2. Integrated Communications Campaigns
We help build great brands by driving business,
creating awareness, developing loyalty, and
engaging customers.
All 451 Marketing campaigns are strategically
integrated and leverage public relations, social
media marketing and search marketing tactics.
3. – Founded in 2004
– National digital marketing firm
based in Boston
– Partners Nicholas Lowe,
AJ Gerritson, and Tom Lee
– Named a 2011 & 2012
6. Thomas Lee
Partner
617-986-0223
tlee@451marketing.com
linkedin.com/in/tomlee451
@TomLee451
www.451Marketing.com
7. When most people think of PR,
they think of traditional media relations
8. But, the way that consumers find and consume
information has evolved
17. What is Your Value Proposition?
• Why should a consumer should buy your product/use a
service?
• Does your product or service add more value or better
solve a problem than your competitors?
• What pain point do you address?
18. Who is Your Target Audience?
• Age group
• Gender
• Socio-economic
• Geographic
If you have multiple distinct
segments, you may have
distinct messaging or offer
distinct benefits
22. Build a Website
Free
Easy to use
SEO value and tools built in
Tons of free themes,
templates, tutorials, and plug-
ins
Mobile-friendly
23. Build a Website
Free
Easy to use – drag and drop
Lots of, templates, tutorials,
and plug-ins
Mobile-friendly
www.WIX.com
24. Keyword Research
Keyword
To get optimal traffic from search engines, need to
Research
create content around ht
How can you find the best
keywords to include in your
content?
25. Before You:
• Consult a keyword tool
• Rewrite any content
Sit down and perform a Google search.
26. Keyword Research
Q: For what Google search should
you rank #1?
A: “innovative, creative, game-
changing”
27. Keyword Research
Q: What do you do/make/sell?
A: “Oh. Cloud-based storage for
small business”.
32. Based on your audience and goals,
different platforms may be
appropriate
33. >500 Million Twitter Accounts
39% of companies
have acquired new
customers using Twitter
91% of active users polled 7.8 million brand
follow a brand recommendations
each month
1. Engage Current Fans & Increase Awareness
2. Increase Traffic to Website
3. Engage With Influencers & Media
4. Marketing/Competitive Research
34. >1 Billion Users
41%
of companies using Facebook
51% have acquired new customers from it
of Facebook fans more
likely to buy from a
company they
40%
of users 35 years
or older
1. Engage Current Fans & Increase Awareness
2. Branding & Loyalty
3. Increase Traffic to Website
4. Engage With Other Brands
35. >187 million users
>1,000,000 groups
43 years old/
$107,000 annual income
1. Network with Potential Clients
2. Build Profile and Network in Your Industry
3. Showcase Brand, Products, Thought Leaders
36. >23 million unique visitors/month
Pinterest
Receives 3rd Most
Hits/Week Among
Social Media Sites
LinkedIn
LinkedIn
YouTube
1. Brand and Product Recognition
2. Site Traffic Referral Traffic Percentages
3. Creating a Lifestyle/Persona Around a Brand
38. Social Media
Develop a Social Strategy to Complement PR
• Objectives and goals
• Platforms
• Voice
• Resources
• Roles/Responsibilities
• Schedule
• Measure results
40. Build a press list of media outlets and bloggers that
reach your customers and target audience
41. Create a Press Kit
Standard press kit includes:
• Fact sheet
• Key executive bios
• Standard company info press release
• High-resolution images and logos
42. Craft Your Story
Create a storyline about your brand to build
your pitches around.
• What’s the angle?
• Why is your company interesting?
• What is most newsworthy and unique about your
company/product?
• Spend some time putting pen to paper and create
language around this storyline that can be tailored
for future pitching
43. Socialize Key Talking Points
Make sure anyone who may come
in contact with the media or
influencers is sharing the same
message
44. Write Press Releases
Write press releases that let the
media know what you do and sell,
and why they should tell their
readers and viewers about you
45. Distribute Press Releases
Distribute press releases on the wire for greater distribution
and to help drive web traffic
Examples:
• PRWEB
• PR Newswire
• Marketwire
• BusinessWire
46. Optimize Your Press Release
Be sure to include relevant
keywords throughout the press
release
47. Know Your Market
Staying informed about the latest trends
in your industry helps to position you
and your company at the top of your
game.
http://www.google.com/alerts
48. Find Partners
An great opportunity to 1- meet/connect
with media and/or 2- gain coverage.
• Plan an event
• Guest post on their blog/have them guest
post on yours
• Think of ways that you can work together to
maximize impressions and help one another
by exposing them to your audience and
pooling resources
66. Takeaways
• Essential to think of communications in a holistic
and targeted way
• There are things you can do on your own. The worst
thing you can do is nothing.
• Know your limitations. At some point, all growing
companies have to turn to external resources to
optimize their presence.