CREATING THE BUZZIntegrated public relations campaigns

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“Manage your reputation before somebody else does.”

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WHAT IS WORD’S OUT PR?

PR agency

Based in Stayton, OR

Serving clients in Oregon & beyond

Virtual team of skilled creatives: PublicistsStrategic plannersSocial media specialists Graphic designersPhotographers, videographers

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WHO IS WORD’S OUT PR?

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WHAT IS PR?

Management function that establishes mutually beneficial relationships between an organization & its publics

2-way communication

Guiding awareness, attitudes, behaviors

Reputation management

Community & media relations

Earned, owned, paid media

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WHY SHOULD NON-PROFITS USE PR?

Raise awareness of their cause, program or event

Media want to hear from you: perceived credibility because you’re driven by a mission, not by profit

Support and spread the word about fundraisers

Acknowledge donors and key partners

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EARNED MEDIAWhen the press & public share your content

Editorial coverage

News releases

Ask the expert articles

Event announcements

Word of mouth, referrals

Social media7

OWNED MEDIA

Content you’re in control of

Blog posts

Whitepapers

LinkedIn posts

Sponsored posts

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The holidays are over and once again Freres Lumber Company has partnered with Cub Scout

Pack 50 to recycle Christmas trees for families throughout the Santiam region. This is a

partnership we have enjoyed for over 5 years, which provides a valuable service to many

people in our community who have a di cult time disposing of these last vestiges of the

holiday season. Most of the trees would likely have been tossed onto a burn pile or cut up and

dumped in yard waste bins, rather than being used to generate electricity through our

cogeneration power plant.

Freres Lumber

Representatives Attend The

Mass Timber Conference

Considering All Factors,

Including Recreation, in

Tumble Creek Plans

April Market Update: Strong

Building Activity Creates A

Positive Lumber Market

Explore A Career With Freres

Lumber Company With A

Forestry Summer Internship

March Market Update: Spring

Brings With It An Uptick in the

Marketplace

Providing Electricity With Discarded ChristmasTrees and the Freres Cogeneration Power Plant

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PAID MEDIA

Pay to leverage a third party channel

Advertorial, native advertising

Sponsored social media posts

Display ads

Sponsorships

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DETERMINE YOUR PR STRATEGY

What proportion earned, owned & paid?

How much to focus on social media? Select channels?

Consider target publics

Define key messages

Show your impact (human interest stories)

Raise up your donors, partners10

DO WE HAVE NEWS?

Accomplishments, awards

Fundraising event

Annual report, survey results

Community involvement

Events, seminars

New products, services, partners

Tip sheets, trends, expert columns

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TIPS FOR TRADITIONAL PR

Plan a full year ahead

Long lead times

News release calendar

Original content/blog calendar

Set social media goals

Social media content planning12

THEN, SOCIAL MEDIA ARRIVED ON THE SCENE

… and fundamentally changed the way we communicate. 13

ALL SOCIAL MEDIA ARE INERT

It is social media networking!

Networking is the action of connecting with people

Invest time, manpower, relationship-building strategies

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LINKEDIN: THE B2B PLATFORM

Largest global professional network:

❖ 332M people are LI members

❖ Average CEO has 930 connections

❖ 41% of millionaires use LI

❖ Community of professionals

❖ Place for career development

❖ Forum for industry discussions

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FACEBOOK: SOCIAL SHARING

Founded in 2004, now there are1.65B active users

Personal profiles vs. business pages

Create an event

Participate in groups

Expectations: likes, reach & engagement

Budget to boost, sponsor posts

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INSTAGRAM: VISUAL STORYTELLING• Share your mission through

pictures

• Storytelling to engage audience

• Launch a #hashtag fundraising campaign

• Promote your website

• Get the word out about your fundraisers, events

TWITTER: WHAT ARE YOU DOING NOW?

Microblogging: 140 characters or less

Boost awareness and action

Keep people connected during real-time events

Use Hootsuite or Tweetdeck to schedule posts

Ask questions

Promote website

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• If your organization has someone who enjoys building relationships and communicating, you can do this in-house.

• If no one on the team is driven to do PR, consider contracting for that service.

• Social: It’s up to you! 30 mins./day?

• PR: 3-4 hours/week

HOW MUCH TIME TO DEVOTE?

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QUESTIONS?

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