PR 101 for Business – Finishing the Toolset


Speeches can be keynote addresses, panel discussions, or breakout sessions at a trade show. Speeches are designed to carry the company’s message before targeted audiences. Also many in the media often cover speeches at trade shows, business association’s meetings, and even civic clubs like Rotary. A company should always do a press release when one of its officers has a peaking engagement.


Are you launching a new brand, evolving a long-standing brand strategy or seeking a new creative strategy? If so, you need to remember that today it is about telling the right story and creating a cohesive and recognizable image for your company.

Effective branding includes:

  • Brand strategy
  • Naming
  • Brand positioning
  • Mission statements and core values
  • Story development
  • Logos
  • Trade show support
  • Collateral materials
  • Website development

Trade Shows

Trade shows are key components for business development and a public relations campaign.

Companies attending trade shows can do pre and post press releases on participating at the trade show. It is a great opportunity to meet the trade media. Always drop off press kits at the trade show’s press center and try to schedule media meetings at the show. Additionally the key of a trade show is to capture new business. A great way to do that is to have prize drawings that people need to enter that allow you to capture contact information for marketing campaigns.

Community Relations

Forging ties within the community is a key component of any public relations campaign, as well as good business sense. A comprehensive community relations strategy makes employees proud to work for you and customers proud to do business with you. And by promoting your involvement with a good cause, you are not only making that cause stronger – you are helping to educate the public about their work.

Social Media

More and more consumers are turning to social media to find out about a company or brand. It is critical that your social media outlets have the same look and feel as your other messaging efforts and also convey the same message you are giving in the traditional media outlets. The most critical social media outlets for a business are:

  • Facebook
  • Twitter
  • Google+
  • LinkedIn
  • YouTube
  • Pinterest

Crisis Communications

A crisis can happen at anytime. Most businesses are caught unprepared when a crisis hits. A good public relations campaign encompasses developing the fundamentals of a crisis communications strategy so if a crisis hits you can respond immediately.

A crisis communications plan should include:

  • Identifying a potential crisis and conducting a vulnerability study
  • Identifying primary and secondary spokespersons and other members of the crisis communications team
  • Developing a crisis communications strategy
  • Identifying all key audiences, should a crisis hit
  • Crisis message and management
  • Post-crisis strategy

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