Public Relations - Deluxe Small Business Heroes Tour

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Learn more about Public Relations for your small business from Terri Shapiro, Executive Director of Brand & Media Relations, Deluxe Corporation. In the presentation, you will learn what PR can do for your business, "big secrets" to effective PR, managing your media interview, and merchandising your publicity.

Text of Public Relations - Deluxe Small Business Heroes Tour

  • 1. GET MORE CUSTOMERS VIA PR follow hashtag #deluxehero


  • Exec Director, Brand and Media Relations, Deluxe
  • Terri J Shapiro

Your Speaker Today 3. A PR Win for Deluxe! 4.

  • What PR Can Do For Your Business
  • The Big Secrets for Effective PR
  • Managing Your Media Interview
  • Merchandising Your Publicity

Todays Topics: 5. What Is PR? 6.


What Is PR? 7. Do You Need PR? 8.

  • Are Trade Publications Influential in Your Industry?

Do You Need PR? 9.

  • Does your industry get written about in the general media?

Do You Need PR? 10.

  • Purchase Process:
  • Do your customers act on impulse or do they study and consider the decision to purchase over time?

Do You Need PR? 11.

  • Is there a danger factor in your industry?

Do You Need PR? 12.

  • You Have Two Customers in PR

Secret #1 Reporters, editors, bloggers who influence decisions to buy in editorial postings The people who can buy from you 13. The Media as Customer

  • Media = Gatekeeper
  • Get to know the interests of the gatekeepers

14. Researching the Media 15. Editorial Calendar 16.

  • You Got The Media Interested!
  • Now What?

Managing Your Interview 17.

  • Communicate in sound bytes tight, short, clear
  • Plan for 3 5 sound bytes
  • Speak in visuals
  • Tell Them VERY LITTLE!

Secret #2 18. Charlies Cupcakes

  • Talking Points
  • 1 stbakery to offer complete customization
  • Only way everyone can be happy
  • New party program in demand


  • How can you help the reporter experience your brand?

Opportunities to Experience 20.

  • Never, Ever Talk to the Media When You Werent Expecting Them to Call . . .

Secret #3 I cant talk to you right now.But Id be happy to get back to you soon. 21.

  • Prepare.Prepare.Prepare.
  • Do:Research and Rehearse
  • Dont:No Comment or Off the Record

Secret #3 22. Merchandising Your PR E-mail Twitter Facebook Mailing Blog 23.

  • Thank You!