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Original receipt sample for Public Relations

hey hugh taylor here coming to you from my messy home office to talk to you today about public relations strategies this is the first in what i hope will be a series of videos on public relations strategies and we're going to start with one of the most important aspects of public relations strategy which is landing the pitch but first let's just talk a little bit about what is a public relations strategy now i don't have a monopoly on the definition here i'm going to give you my take on what a public relations strategy is all about but i would say this is a good definition a public relations strategy is a systematic planned process of messaging and media outreach that achieves a specific communications objective i can tell that i went to business school because that's a lot of a lot of words and a lot of hot air right but it basically the idea is you have to go beyond the basic notions like we need press coverage or we have to send out press releases this is these are the messages i get every day like hey we need a press release okay why why do you need to press release what is your strategy what are you trying to achieve you have to have a goal well you don't have to have a goal but if you if you have a goal then your public relations process and spending will help move your business forward otherwise you run the risk of spending money on public relations without it aligning with a particular business goal that is the key thing you have to align your public relations activities and budget with a bigger business goal so here's some examples so you might have a public relations strategy with the goal of getting local coverage that leads to local brand awareness ideally public relations should help your business grow in some way so if your customers are local let's say you're like a medical practice so focus on local media and that will hopefully increase your local awareness and therefore your business volume alternatively your strategy might be established company people as industry thought leaders this can be very important for companies that need to assert thought leadership to help them sell their product this is big in tech and other more solution oriented businesses if you're your founder or spokesperson is a thought leader that can influence potential customers to to to select you for their business alternatively might want to be a voice in a national conversation this is often uh useful in non-profits you know so if you can become a voice in a national conversation then you can get attention from certain quarters you can bolster your credibility and you can advance the goals of your organization or your your strategy might be something as simple as align your media coverage with your marketing objectives so if your marketing objective is to increase your search engine rankings then public relations can be part of that execution getting you know backlinks and references and so forth but these are just some examples of how to focus public relations as a strategy on advancing particular business objective so one of the most critical elements of executing a public relations strategy is landing the pitch getting reporters to pay attention to you pitch pitch is a fancy word for sending a message or calling a reporter or an editor and getting them interested in you okay because once you have strategy you have to get yourself out there pitching the media selling to the media and it is like a sales process you're selling them yourself or your business if you don't land your pitch with the media you will not be able to execute your public relations strategy so i have developed what i call the abc's of landing your pitch okay and they go like this a is for attention get the reporters attention with an amazing news hook you're not going to get into a conversation with a reporter if you can't catch her or his attention this usually means having some kind of what we call news hook something to hook their attention like a fish hook catches a fish so example might be you've got the first app that'll ever predict cryptocurrency prices okay that'll get their attention as opposed to if you if you're if your pitch is with a 350th crypto coin to launch this week that's not a hook that's not going to get their attention there's a concept in pr called fbo first best only it's ideal if you can be the first of something the best or the only that way the reporter might pay attention if you're talking to the right reporter by the way so if you're if you're if you're in a cryptocurrency talking to someone who writes about sports or theater you're you're not going to get their attention you have to have an alignment between their what they call beat as a reporter and your pitch so that's a a is for attention b is for brag brag about yourself to the reporter without being gross but you have to brag you have to have something to brag about meaning like in this case let's say the app is correct 89 of the time now if you say you're correct 100 of the time you might be pushing a credibility barrier there like reporter be like no you're not you're not no one's correct 100 of the time with something like that but if you have to have something you can boast about like you know you're the champion you have the most of something you're the best at something now of course there's a question of tone you can't be like you know ridiculous about it but you have to have something that you can brag about and then c is for care you have to explain why the reporter should care about your story because you have to sort of think about like any other sales pitch or any other real conversation even a conversation with a friend like if you go up to a friend and say hey you know i just want to race you know i just ran a marathon i won the race they might say okay good for you well why do they care about that because you might need to say something like i won the race you know because i promised my mother before she died that i'd win this race oh that's cool so all of a sudden you have a connection you have to have some reason why the reporter should care about your story so in this case we're just saying like our app will help crypto investors beat the odds oh so that's what reporters sometimes like to write about and the caring part should come from your understanding of what the reporter is interested in and this is the essence one of the the essential points of public relations you have to form a relationship with the reporter based on what the reporter does for a living the reporter writes stories with the goal of getting a lot of people to read them so that they can get ratings and circulation and clicks and so forth if you can't address that need of the reporter the reporter will not care about your story so you have to kind of put yourself in the reporter's head and think about what his or her audience is interested in and speak to that and then they will care now we have a great way you can learn more about this we've just published a free ebook which is also available as a paperback by the way on amazon it's called stop being invisible and it goes into depth on the abcs of pitching and it has a lot of examples of press release and step-by-step guidance on executing public relations strategies so i invite you to check it out there's a link in the in the description below you can check it out and take a look for yourself in any event we're here to help we are comsfactory.net we can work with you on press release writing and public relations strategies invite you to check out the site and hope to help you learn more about it and i wish you luck in your public relations endeavors and let us know if we can help you thanks