DARA QUACKENBUSHSENIOR LECTURER, PUBLIC RELATIONS

TEXAS STATE UNIVERSITYTWITTER: @DQUACK

EMAIL: DARA@DARAQUACKENBUSH.COM

The 3 Punches Needed to Create Knock-Out PR

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The 3 Punches

Jab -- Audience Cross -- MessageUppercut -- Media

PR

DemographicsDemographics PsychographicsPsychographics

AgeGenderRaceLocationFamily sizeIncomeEducation

ActivitiesInterestsOpinionsAttitudesValuesBeliefs

The Jab: Who is your audience?

“Julie”“Julie”Mid-30sMarriedTwo children

under 5Lives in

WestlakeMid-level

executiveMBA

Soccer momDrives SUVRecyclesBuys organicRunnerWatches

Food Network

Create a profile

Beginning to wonder if she can have it all

Why does your audience choose you?

Not always why you thinkPrice NOT always the most

importantQuestions to ask:

What do you offer that others don’t? What are the three most important

considerations when purchasing a widget?

Which of these can you own? How do you compare to your

competition? Why do they choose you?

Why do your customers buy cake from you, not HEB?

When does your audience choose you?

FrequencySpecial occasionsRepeat businessWhat precipitates the

purchasing decision?

Knowing when your customers choose you is almost as

important as knowing why they choose you

The Cross: What’s the story?

Define or be definedBig picture, not detailsCompellingSimplistic

Develop key messages

What’s important to your audienceWhat promise can you deliverKey messages must be:

Just 2-3 messages Concise Consistent

The right key messages are the key to your success

The Uppercut: What are your key media?

What media does your audience consume?

Rifle, not shotgun

Understand your key media

Really KNOW your key outletsBeat reportersCompelling stories

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