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Make Money with Public Relations

Kate Lister and Tom Harnish reveal the secrets of their success in a variety of businesses: public relations—and show how you can use to increase income and reduce your marketing expense.

© 2011 Telework Research Network - All Rights Reserved

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Make Money with Public Relations

  1. 1. Publicity Tips To Help Your Business Take Off
  2. 2. Be Sweet and Tweet Tag Your Tweets #PRTIPS “ Flapper” © Preston Chaplin /
  3. 3. Your Crew <ul><li>Tailspin Tommy -a.k.a. Tom Harnish, was a Navy fly boy and a brainstormer before he was a barnstormer </li></ul><ul><li>Cash Register Kate -a.k.a. Kate Lister, was a banker and consultant before she was a barnstormer </li></ul>
  4. 4. On A Wing Without A Prayer <ul><li>Barnstorming Adventures, Ltd. </li></ul><ul><ul><li>LA & NY Times, AAA, Travel Channel, German TV </li></ul></ul><ul><li>Finding Money: The Small Business Guide To Financing </li></ul><ul><ul><li>Wall Street Journal, Inc., CNN, Journal of Banking, </li></ul></ul><ul><li>Undress For Success: The Naked Truth About Making Money At Home </li></ul><ul><ul><li>Huffington Post, Harvard Business Review, Fox & Friends, WSJ, etc. </li></ul></ul><ul><li>Telework Research Network </li></ul>
  5. 5. <ul><li>Point of Departure </li></ul><ul><li>Destination </li></ul><ul><li>Route of Flight </li></ul>Flight Plan
  6. 6. We Can Has Votez? Poll
  7. 7. How Do You Want To Use Publicity? <ul><li>Save Money </li></ul><ul><li>Credibility </li></ul><ul><li>Customers </li></ul><ul><li>Awareness </li></ul><ul><li>Damage Control </li></ul>
  8. 8. Pole results
  9. 9. Point of Departure <ul><li>We’re going to focus on PR that will help you </li></ul><ul><ul><li>make more money, and </li></ul></ul><ul><ul><li>won’t cost a fortune. </li></ul></ul>
  10. 10. Everyone Has A Story
  11. 11. Everyone Has A Story #2
  12. 12. If you don't know where you’re going, you might wind up someplace else. Yogi Berra Destination
  13. 13. <ul><li>Talk About You, </li></ul><ul><li>Write About You, </li></ul><ul><li>Quote You, </li></ul><ul><li>Feature You, </li></ul><ul><li>Call You an Expert . . . </li></ul><ul><li>So more people will talk about you, write about you, quote you, feature you </li></ul><ul><li>So you can make more money </li></ul>Free Advertising attract attention so people will . . . Mom will be so proud!
  14. 15. Text
  15. 16. Route of Flight <ul><li>How To Do It </li></ul><ul><li>How To Be News </li></ul><ul><li>How To Tell The World </li></ul><ul><li>Who To Tell And How </li></ul><ul><li>How To Measure Results </li></ul><ul><li>Unusual Resources </li></ul>
  16. 17. How To Do It <ul><li>Be News </li></ul><ul><li>Say It Right </li></ul><ul><li>Get It Out </li></ul><ul><li>Be Media Friendly </li></ul>
  17. 18. How To Be News <ul><li>Quirky </li></ul><ul><li>Funny </li></ul><ul><li>Interesting </li></ul><ul><li>Heartwarming </li></ul><ul><li>Socially Good </li></ul><ul><li>Credible </li></ul><ul><li>Quotable </li></ul>
  18. 19. <ul><li>Current Events </li></ul><ul><li>Holidays </li></ul><ul><li>Awards </li></ul><ul><li>Research, Surveys </li></ul>Be Opportunistic
  19. 20. <ul><li>The Whole Package: Visual, Sound Bytes, “Packaged” </li></ul><ul><li>On Twitter, be fascinating </li></ul><ul><li>Help the reporters </li></ul>Be Easy
  20. 21. Be Fun!
  21. 22. Press Release Format <ul><li>HTML, Plain Text, Faxable, Printable </li></ul><ul><li>Keywords </li></ul><ul><li>Photos </li></ul><ul><li>Layout </li></ul><ul><li>Release, Advisory, Update </li></ul>
  22. 24. Make Contact <ul><ul><li>Lists </li></ul></ul><ul><ul><li>Google Alerts </li></ul></ul><ul><ul><li>Searches, Comments, Follows </li></ul></ul><ul><ul><li>Contribute </li></ul></ul>
  23. 25. Distribution <ul><li>Paid Wires </li></ul><ul><li>Free Wires </li></ul><ul><li>Purchased Lists </li></ul><ul><li>Internal Lists </li></ul><ul><li>Service Bureau </li></ul><ul><li>Software </li></ul>
  24. 26. Where Do They Hang Out? Arketi Group ( )
  25. 27. Where Journalists Find Story Ideas <ul><li>Traditional Media—Articles, Editorial, Appearances </li></ul><ul><li>Web—Blogs, Websites, Social Web </li></ul>Arketi Group ( )
  26. 28. Where They Look Online Arketi Group ( )
  27. 29. Web Presence <ul><li>About Page </li></ul><ul><li>Online Press Kit </li></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Story Ideas </li></ul></ul><ul><ul><li>Press Releases </li></ul></ul>Arketi Group ( )
  28. 30. Don’t Fly Blind <ul><li>800 Numbers </li></ul><ul><li>Landing Pages </li></ul><ul><li>Email Addresses </li></ul><ul><li>Google Alerts </li></ul><ul><li>Coupon Codes </li></ul><ul><li>Web Analytics </li></ul>
  29. 31. Other STuff <ul><li>HARO </li></ul><ul><li>Keyword Research </li></ul>
  30. 32. Questions <ul><li>Operators are standing (sic) by . . . </li></ul>
  31. 33. Buy Now! Finding Money The Small Business Guide To Financing Undress For Success The Naked Truth About Making Money At Home
  32. 34. The End available for small business consulting, writing, pontificating, bull shipping, and other services that will help you make more money   PRODUCED AND DELIVERED BY TOM HARNISH & KATE LISTER