PR Basics - Baseline PR Preparation, Part One

Posted on Jan 9, 2012 in CHI University
Tags: public relations, marketing communications, integrated marketing communications, pr, pr tips, pr basics, baseline pr


Going Up? The Elevator Pitch

Baseline PR prep beings with your “elevator pitch,” or the short speech you would give to someone about your company, concisely and cleverly condensed in the 30 or less seconds you’d ride in an elevator with that person. In real life, approximately 25 words that answer the ever-so-imperative question:

“What is XYZ Company and what can you do for me?”

The goal of the elevator pitch isn’t just to inform the other person of who you are and what you do. It’s meant to compel them to learn more, even convince them that you could have their solution.
Here’s an example of a great elevator pitch, if we don’t say so ourselves:

“CHI helps you stand out in a crowd. We integrate public relations, web, advertising, direct marketing, social media and events to help get our clients noticed.”

Admit it, you’re compelled, right? That’s what an effective elevator pitch can do, and CHI can help you get yours to where it needs to be.


The Always-on-Hand Company Backgrounder

Another integral piece to baseline PR prep is the company backgrounder. Company backgrounder is a long, fancier phrase for a sheet of paper you can refer to when the media call. We all know what it’s like to be put on the spot. But for successful media relations and PR, you always have to be on your toes, so have the company backgrounder at your fingertips.

The company backgrounder includes elements such as:

  • Company Name
  • Year Founded
  • Ownership/Principals
  • Location/s
  • Size – Number of Employees and/or Net Worth
  • Principal Business
  • Target Customer Base

You may be thinking, these things sound pretty basic; “I can easily remember this about my company.” However, the company backgrounder is invaluable when it comes to consistency between you, your staff and the media. You always want to represent your company in the best way possible, and that includes not contradicting something you may have already said.

Now we’ve covered the first two basics of preparing your baseline PR: the elevator pitch and the company backgrounder. Next up, identifying how your customers are seeking and digesting their news, clarifying your company’s spokesperson and always being ready for an interview. Stay tuned for the blog on part two of baseline PR preparation.

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