Welcome to Today’s SCORE LIVE Webinar

Create a Powerful and Practical PR Strategy for

Your Small Business

March 14, 2019 1:00pm ET / 10:00am PT

www.score.org
 TODAY’S SPEAKER IS:

Jasmine Powers
SCORE Mentor and Digital Marketing Consultant, Jasmine
Powers Multimedia

www.score.org
 Webinar Agenda:

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www.score.org
 Welcome to Today’s SCORE LIVE Webinar

Create a Powerful and Practical PR Strategy for

Your Small Business

March 14, 2019 1:00pm ET / 10:00am PT

www.score.org
Create a Powerful and Practical
PR Strategy for Your Small
Business
 About Me
• Jasmine Powers, Marketing Fangirl
• Digital Marketing Strategist
• 11 years online business success
• McDonald’s, GAP, Epson
• FB/IG
@jasminepowersdotcom
WHAT IS PUBLIC RELATIONS
• “The professional maintenance of a
favorable public image by a company or
other organization or a famous person.”

• One of the ways

brands do that is
MEDIA RELATIONS
 Media Opportunities
• Traditional: Radio, TV, magazines and
newspapers
• Online: Blogs, podcasts, Twitter chats,
livestreams (FB/IG Live interviews)
How To Get Started With Media
Your “NEWS” should be:
• Useful to outlets target audience
• Timely
• Relevant angle
• Practical takeaways
or action
• Or simply be AWESOME
 How To Get Your News To The
Media
Making contact
1. Pitch
2. Respond
3. Distribute
 Pitch
Pitch a targeted list of media outlets
– Local (Associations, TV station, newspaper)
– Industry/special interest publications
– Blogs, podcast of microinfluencers and
software brands
 Pitch
Pitch a targeted list of media outlets
– Expert Interview
– Bylined article
– Use 4-step pitch
 Pitch
4-Step Pitch
1. Research (Google, news site, LinkedIn)
2. Relate
3. Highlight audience benefits
4. Suggest follow up steps
Pitch Example
Respond: The Easy PR Method

Journalists and writers are looking for people to interview and quote
1. HARO helpareporter.com
2. RadioGuestList.com
3. Twitter #journorequest
4. Facebook and Slack groups for writers, podcasters and PR
professionals (Bloggers Supporting Bloggers, Podcast Movement)

BONUS: Become a media creator by blogging or podcasting and create

your own buzz
Respond: The Easy PR Method
QUERY RESPONS
E
 Distribute: Press release
• Press Release: an official statement
issued to media outlets giving information
on a particular matter.
– Send to media list
– Send to email subscribers
– Use a newswire service (PR Newswire,
eReleases)
 Distribute: Press Release
• Press release
– Write relevant editorial
– Third-person
– Clear objective
– No ad/sales copy
– Include quotes
– Call-to-action
 Call-To-Action: The start of a
funnel
• Make your calls-to-action singular
• Link to a sales page on your site
• Automate your sales and email
marketing for upsells
• BONUS: Be sure to have your FB and
GA pixels so you can do remarketing
 After The Press
• Thank the editors
• Share the article
• Get social proof
– Save as a PDF (online)
– Ask for video clip from editor (TV)
– Post icons on your website
 After The Press: Bad Press
• Acknowledge
• Offer a solution
• Generate new, positive news
 Summary
Three ways to get your news to the media
1. Pitch
2. Respond
3. Distribute
Let’s Chat:

Q&A
THANK YOU FROM JASMINE POWERS &
SCORE

Free PR Consult:
jasminepowers.as.me/discovery
 Q&A

Type your question into the “Questions” box

We will address as many questions as we can in the time allotted

If your question does not get answered, please contact a

SCORE Mentor after the session:
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 Register for our upcoming webinar:

March 19: Ask the CPA 2019 - Tax Advice for Small Businesses

This LIVE Q&A will dedicate the full hour to answering your tax-related
business questions, and provide tax advice you can implement throughout
the year.

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 Thank you for attending!

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