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What is Public Relations
Publicity is the art of stirring up interest to promote your
product or service
– Jay Levinson
"Public relations helps an organization and its publics
adapt mutually to each other.”
- PRSSA
“Publicity is the front cover of People Magazine.
Promotion is the back cover.”
~ Michelle Rapkin,Bantam Books
So You Want To Be A Publicist???
Tools Of The Trade
•Press Kit -A cohesive branding and informational piece. Preferably in a physical, well
graphically designed format or digital format.
Components of a press kit:
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* publicity photo
* packaging
* product overview
* fashion overview
* company history
* pitch letter
* press release
* bio
* fact sheets
* photography with caption
* press clippings
* testimonials
* options: celebrity endorsements, save the date
Event Publicity
These offer a terrific way for any company/
brand to get great press
Product Launch
The Brand:
Coca Cola Introduces Sprite Green
Sprite Green™, the new reduced-calorie Sprite line extension, is the first of
what the Company expects will be many new, naturally sweetened,
reduced, low and zero-calorie beverages sweetened with TRUVIA natural
sweetener in the future.
Target Audience: Upscale Urbanites
Presents the 3rd Annual 2 Kings Dinner
with Jay Z & Lebron James
(NBA All Star)
#SpriteGreen
The PR Breakdown ...
The Objective (what needs to be accomplished):
•-To introduce a new product, attract a somewhat health conscious, highenergy, young audience (ages 18 - 35),
• The Strategy:
-Increase awareness by 50% within 6 months (must include quantitative
goals)
• The Tactics (direct methods):
- Celebrity Driven / Influencer Launch at NBA All-Star
- Targeting organic celebrity spokesperson for the brand extension
- Increase social media engagement (social media placement on photo opp
areas)
Let’s Talk!
The Grand Opening
Target has touched down in the Hamptons this summer
with a cheeky temporary store, the Bullseye Inn.
Media Highlights: Creative Branding Elements created extensive social media
chatter and photo opps that reiterated the Target symbol
Q & A: What are additional ways of creating press from this event?
Blogger/
Media
Preview
Event
Media/ Influencer Engagement:
Items to consider:
1. Do they speak to your target audience
2. Unique Site Visits: Quantcast
3. Determining Level of Influence:
Klout.com
4. Setting Deliverables with media
5. Know outlet’s policies regarding gifting
Trunk Shows/ Listening
Parties/ Art Receptions
The obvious inducement is to give access to merchandise before it is
available to the masses.
Fashion PR
What Do Fashion/ Beauty Editors Want
From You?
The key to any successful PR campaign starts with understanding
your audience. Before your product or service ever makes it to the
pages of a popular magazine or newspaper, it must first pass a
strenuous test conducted solely by a fashion/ beauty editor. If you
cannot catch their attention then you will never make it to the
consumer.
In order to attract the editor’s attention it is important that you
know a little about the person you’re dealing with….
Get To Know...
•There are five main publishers including Conde Nast, Hachette
Filipacchi Media, Hearst, Fairchild and Time Inc. Under Conde Nast
you have publications such as Vogue, Allure, Glamour, GQ, Lucky
and Vanity Fair.
•Each publication looks for different types of stories, but they all follow
the same criteria for pitching. First, you should know that editors
generally work on a three-month lead-time for national, 2 month
regional, and 2 week to a month (weekly / daily)
Fashionable PR - The Fashion Show
Front Row:
-editor & chiefs of major magazines (Vogue, Bazaar)
-A-list fashion and creative design -Major Department Store Buyers (Saks,
Bloomingdales) - Celebs -Socialites
nd Row:
2
-fashion directors/ Sr. Fashion editors -National Newspapers and Major Local
rd
3 Row:
-Regional papers, associate editors, fashion assistants
th
4 Row:
-Small local papers, small boutique buyers, corporate sponsors
th
5 Row:
Fashion Community
Case Study:
The PR Firm: NC Connect
The Spokesperson: Naomi Campbell
The Cause: Hurricane Katrina
Event Conception, Sponsors and
Celebrity Procurement
Newsworthy Highlights:
Celebs: Diddy, Beyonce, Jessica Simpson, Richie and more
Lines: L.A.M.B., Armani, Sean, Gucci, D&G
Sponsors: Yahoo! Auction, 7th on 6th, MAC, and Polo
In the News: MTV, STYLE, YAHOO, E!
Arts PR
Case Study:
Brand: The Atlanta Ballet’s brand had
become lackluster.
Objectives: To attract a younger, multicultural audience and re-energize the brand
5 Tips for PR In The Arts ...
1. Something new. By definition, "the news" consists of things that are new, and where you as an artist are concerned, this
includes an opening, a new installation, publication of a book or article about your art, the fact that you won an award, your
venture into a new medium or a new topic area, technical innovation you've created with your medium, and so on.
2. Something trendy. That always makes one person's story far more interesting to more people and coverable far beyond the
local area. Consider demographic, commercial, lifestyle and aesthetic trends and how you fit with those.
3. Something charitable or heartwarming. Donating work to the local pet shelter or orchestrated an open studio or demo as
a benefit for earthquake relief? If so, tell the media. They love highlighting good works and good will.
4. Something surprising. This means featuring something that the average person doesn't know, or going against
expectations. For instance, here is a headline from a Pennsylvania newspaper: Conshohocken Sculptor Makes his Mark in
Butter. Most people don't think of art being created in a medium like butter.
5. An event. Because an event takes place at a specific date and time, it's news, while an ongoing or everyday process may
not be. Your newsworthy event could be an open studio, auction, lecture or exhibition. Research calendar sections in
publications in your area. Submit calendar listings for your events prior to the deadlines, and nine times out of ten, you get at
least a listing and sometimes a feature.
Music PR
Dear Publicist,
We NEED blogs to feature us.
We NEED people to follow us and be engaged on social media.
We NEED radio to play our songs.
We NEED fans to come to our shows.
We NEED you, Ellen… and you too, MTV!!!
Tips for Music Publicists...
1.) Make it easy for them (the media).
It’s your job to define the artists’ story and tell the world why it is that they need to make music. Getting coverage is
much more likely to happen if the story is compelling and the content is streamlined throughout all available social
media outlets. Note: Music should be easily shareable (i.e. soundcloud )
2) Become newsworthy.
When you have news to share, write an attention-grabbing press release - use social media wire engines to spread
the word and connect with millions of indie-bloggers and writers
5) Write an informative blog and truly engage on social media.
Perhaps your client has toured a lot on a small budget. Or maybe reated a successful Crowdfunding campaign.
Shoot – maybe it was unsuccessful and you can share what NOT to do. Include a link to your music or website in
every blog post you create. As it circulates, readers will likely check out the links provided and stumble upon the
Case Study
A Few Resources...
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HARO - Help a Reporter Out (
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Seek or Shout
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Although ProfNet isn’t free, the small investment is worth it
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Pitchengine.com
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soundcloud
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DropBox/ MediaFire
Entertainment PR
Managing The Red Carpet
Press Release Extras...
1. This is one of the most important aspects of your event, so make sure to
write a compelling press release that will get the media excited about
coverage. It should include the pertinent information about when the event
is, expected celebrities, and types of media opportunities. (red carpet, VIP
party, Meet and Greet, awards show press room access, interviews with
producers, etc.) Check the Hollywood Calendar or the trades for important
awards show and movie premiere dates, you don't want to schedule your
big night the same night that the Academy Awards occur. Finally, if you are
announcing nominees for an awards show, have the press release ready to
go BEFORE the announcement. (Honestly, this is PR 101.) Once the
announcement is completed, email it out to your media contacts, place the
nominees list on your website, and tweet it out.
Tip Sheets
2. These are imperative to any
photographer or reporter's job on the
red carpet. They include a picture of
the confirmed celebrity and their
latest/most notable credit. For up and
coming talent, it is great if a publicist is
escorting the actor down the carpet
with a sheet of paper that includes the
correct spelling of the actor's name
and their upcoming movie or TV show.
Red Carpet Placement
3. A typical red carpet places photographers first, then video crews, and then
writers/bloggers at the tail end of the line This is done for a reason. The
photographers grab their shots and then send the talent down the line to be
interviewed. After the video crews grab the interview, the writers will ask
more in depth and longer questions so it is okay if the back end of the red
carpet crowds up a bit. Each media outlet is assigned a spot where the
bigger the outlet, the better the placement. You can expect to see E! News,
ET, and Access Hollywood up front and the online media outlets closer to
the back. A piece of 8x10 paper indicating the outlet’s name is placed on
the carpet.
A Few More Do’s & Don’ts
1. Remind your client to Talk to the reporter, not the camera.
2. Useable sound bites. Must be be able to convey projects in 20 words or
less (humor gets higher placement)
3. Make sure you provide you client with clear messaging points including
easy contact portals
4. Remember to wear what looks good on camera (most newsroom
interviews are shot with green screen backgrounds). Stay away from greens
and blues and all white
5. Remember its 2013, cameras are High Definition
6. Follow up for coverage
Q&A
STAY IN TOUCH::
1. Text “AreYouInInc” to 22828 to get
the notes from today’s presentation
2. Tweet/ Instagram
@TheGarnerCircle and tag
#AreYouInInc / #PRSSAnc for a
chance to win a free copy of “Are You
In Inc: PR’s Alter Ego”
3. Facebook.com/AreYouInInc
4. Visit www.AreYouInInc.com
----> GET YOUR COPY OF
“Are You In Inc: PR’s Alter Ego today
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