PR Perspectives from the Field

PR Perspectives from the FieldPR Perspectives from the Field

Presented by:Presented by:

Christina C. Steed, Senior Vice PresidentChristina C. Steed, Senior Vice President

Flowers Communications GroupFlowers Communications GroupOctober 17, 2012October 17, 2012

TodayToday’s Topics’s Topics

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About meWho is FCG?FCG’s WorkSocial SavvyOur clients

Recent eventsFrequently asked PR questions

Wrap-up/Q&A

About MeAbout Me

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Currently a senior vice president at Flowers Communications Group11 year plus communications professional—began in broadcast journalismPR Week’s, “40 Under 40 Rising Star”Past employers include: GolinHarris, H + A International, Inc. and LBP Manufacturing, Inc.Developed expertise in marketing, research, fundraising, community and public relationsWant to know more? Learn here: Follow me on Twitter: @ccsteed

Flowers Communications Group (FCG) is one of the country’s leading multicultural, integrated marketing communications agencies.

Who is FCG?Who is FCG?

• We: Are a trusted, award-winning marketing

communications partner for some of the world’s most recognizable brands

Shape “total market” programs with cultural insights

Utilize an integrated approach with expertise in public relations, social media and marketing services

Remain a proud member of the IPREX global communication, that boasts 1,500 communicators in 115 countries

Maintain status as a certified MBE/WBE/DBE organization

• Flowers Communications Group is one of the country’s leading multicultural, integrated marketing communications companies.

Flowers Communications Group (FCG) is one of the country’s leading multicultural, integrated marketing communications agencies.

Who is FCG?Who is FCG?

• Areas of Expertise include: Strategic Planning and Management Campaign Ideation Media Relations Social Media Consumer Engagement Community Relations Creative Services Research, strategy and insights Media Management Issues Management

FCGFCG’s Approach’s Approach

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Brand-centric

Business Driven

Flexible/Agile

Multicultural relevance

Flowers Communications Group (FCG) is one of the country’s leading multicultural, integrated marketing communications agencies.

Socially SavvySocially Savvy

Flowers Communications Group (FCG) is one of the country’s leading multicultural, integrated marketing communications agencies.

Socially SavvySocially Savvy

Flowers Communications Group (FCG) is one of the country’s leading multicultural, integrated marketing communications agencies.

Socially SavvySocially Savvy

Our ClientsOur Clients

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Recent EventsRecent Events

Black McDonald’s Operators Association Inspiration Celebration Event

https://vimeo.com/home#/home/myvideos

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Recent EventsRecent Events

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Recent EventsRecent Events

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Frequently asked PR QuestionsFrequently asked PR Questions

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:

IT’S ALL IN THE NUMBERS

What is PR?What is PR?

http://www.youtube.com/watch?v=UCiK5-R2c0I

What is PR?What is PR?

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The formal definition of PR has changed many times over the years as society evolves with the help of technological advances

Earlier definitions emphasized advertising and publicity, while more modern definitions incorporate concepts of “engagement” and “relationship building”

According to the Public Relations Society of America, PR is currently known as a strategic communication process that builds mutually beneficial relationships between organizations and their publics

What is a press release?What is a press release?

A story that presents the most newsworthy aspect of a product, company or service—typically written in Associated Press writing style

Good press releases place the most pertinent details at the top of the release, much like the lead of a hard news story and are SEO optimized

Subsequent paragraphs include supporting details about the brand, spokesperson quotations and any final information that is vital to/for the client

Bad press releases Gawker’s, “PR Dummies”

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WhatWhat’s a pitch? And how is it done?’s a pitch? And how is it done?

A pitch letter allows direct communication between the PR representative and the journalist

It’s an opportunity to persuade the journalist/client to read the press release but more importantly, establish a relationship with them

Personalize it. Keep it short. Avoid clichésKeep it light at

http://99problemsbutapitchaintone.tumblr.com/

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Though a relatively new area, social media is at the heart of many companies’ public relations and marketing initiatives

It starts with developing profiles and pages on relevant networking sites

Two things drive social media: original content (i.e. blogs, photos, press releases) and interactions with connections

No matter the social media platform, a link back to the company’s site should always be included

Headlines are extremely important, especially on Twitter. 140 characters forces you to foster a connection with the social community quickly

What role does social media play in What role does social media play in PR?PR?

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Yes! PR is all about establishing relationships

Visit DePaul Experience often for weekly postings of internships

Once in your internship, value the experience. Speak up! Volunteer for tasks. Read the news and PR blogs. Be polite and ask questions!

Find a mentor and make a connection. You never know who knows who to help you land your dream job

Do I need an internship?Do I need an internship?

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Why PR as a profession?Why PR as a profession?

CreativityExciting changes in the industry

(multiculturalism, social media)Smart people, smart clientsChange the world one pitch at a time

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Thank you for your time!Thank you for your time!

Q&AQ&A

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