Webinar:
PR 101
25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
About Gabriel PR
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A Public Relations &
Communications Agency
In business since 2007
Specialties: Online Marketing,
Branding & Communications,
Media Relations
Industries:
Coaching/mentoring,
publishing, fashion/beauty,
health/fitness, financial
services, film & television,
tradeshows/events, non-profit
25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
About Sandra Gabriel
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From Montreal, Quebec GO HABS!
Studying & practicing PR/Communications
for 9 years
Public Relations Certificate Ryerson
University, Class of 2004
BA, Applied Communication, Royal Roads
University, Class of 2008
25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
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What is Public Relations? PR
overview and best practices
PR Tools & Resources: Have
your pen and notepad handy!
PR & Social Media
Your Communication Calendar:
Get your calendar out for this
one :-)
25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
What is Public Relations?
Public Relations is the strategic management of relationships between an
organization and its diverse publics, through the use of communication
to achieve mutual understanding, realize organizational goals and serve
the public interest.
25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
PR Best Practices
• Segment and target: DO NOT mass
message people. Get to know your
public and open conversation with
them.
• Be transparent, especially personal
brands
• Give before you receive
• Open door policy
• Be consistent in your communication
but don't be afraid to shake it up
• New media “shaker uppers” coming
up!
25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
PR Tools & Resources
Have your pen and notepad
handy!
25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
Eyes & Ears
For listening and
learning about your
public. Do your
research!!
25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
eMail List
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Typically starts with friends
and family
Expand to contacts and
potential customers
Segment for media
25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
News Release
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What’s happening at your
company or in your business?
Use free PR distribution sites
Press Releases for newsworthy
stories only
25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
Newsletter
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Include recent news,
promotions, external content
Mail Chimp, Constant
Contact, iContact
25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
Website/Blog
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Your online hub
Your 24/7 employee
Include a press room/news
section
25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
Social Media
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Facebook, Twitter, LinkedIn
No time? Make time!
Social Media Marketing in
10 minutes or less a day?
Stay tuned ;-)
25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
PR & Social Media
Using new media “shaker uppers”
to get public attention
25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
Video/Images
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Use handheld or tablet
Quick 2-5 minute videos
Share video on YouTube or
Vimeo
Share images on Instagram,
Pinterest, Facebook
25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
Podcast
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Create audio shows with
interviews
Create your own radio show
on BlogTalkRadio.com
Share on iTunes
25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
Social Media
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Engage daily
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Like something
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Share something
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Comment on something
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Follow someone
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Make friends
Connect with journalists on
Twitter & LinkedIn
25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
Your Communication Calendar
Get that calendar out!
25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
Month X
Mon
Tue
Wed
Thur
Fri
News
release
launch
Blog
Blog
Newsletter
25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
Video
Month W – 1 month ahead
Mon
Tue
Wed
Thur
Fri
News release
production
Blog
production
Blog production
Newsletter
Production
Video
production
Month X
Mon
Tue
Wed
Thur
Fri
News release launch
Blog
Blog
Newsletter
25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
Video
Month V – 2 months ahead
Mon
Tue
Wed
Thur
Month W – 1 month ahead
Mon
Fri
Tue
Thur
News
release
production
Research
Blog
production
Month X
Mon
Wed
Tue
Wed
Thur
News
release
launch
Blog
launch
Blog launch
Fri
Blog
production
Fri
What to research?
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Customer
Influencers
Media
Events
Competitors
Potential connections/partners
Online/social media groups and forums
Content - video, audio, blogs, articles
and white papers on the
product/service
25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
Month X
Mon
Tue
Event
Partner
promo
production
Blog
Wed
Month Y
Thur
Fri
Mon
News
release
launch
Tue
Partner
promotion
Wed
Thur
Video
Press
production
Video
productio
n
Blog
production
Blog
Month Z
Mon
Tue
Wed
Thur
Press
launch
Blog
Blog
Fri
Blog
production
Fri
Month U
Mon
Tue
Wed
Month V
Thur
Fri
Mon
Tue
Wed
Conceptualize
Tue
Wed
Month X
Thur
Fri
Mon
Tue
News
release
production
Blog
production
Fri
Research
Month W
Mon
Thur
Blog
production
Wed
Thur
News
release
launch
Blog
Blog
Fri
Summary
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Know your public
Target communication
Be consistent
Know the tools and resources
available to you
Plan ahead
25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
Question
s
25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
Contact Us
416.907.2560
gabrielpr@gabrielpr.ca
LinkedIn: http://ca.linkedin.com/in/sandragabriel
Facebook: http://www.facebook.com/TheGabrielPR
Twitter: @cafegabriel
YouTube: http://www.youtube.com/user/TheCafeGabriel
25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca
25 Sheppard Ave. West, Suite 300, Toronto, ON M2N 6S6 | 416.907.2560 | www.gabrielpr.ca