Newsworthy or Not - What Today's Marketer Needs to Know about Effectively Using Public Relations
With the rise of two-way communications -- facilitated in large part by social and online media -- it is essential that the B2B marketer use every tool at her disposal to elevate brand awareness and establish product/service differentiation. To that end, it is critical that paid, earned and owned media are used strategically to disseminate information to key audiences.
During this Morning Brew session, Sydney and Lisa will provide participants with a broad overview of public relations while touching on how it is a vital component of a comprehensive marketing campaign. They will discuss the significance of authentic messaging and how it’s imperative that these same messages carry through on all platforms in order to prevent brand confusion. They will highlight how when used properly, public relations is an extremely cost effective way to showcase product/service attributes, set brands apart and ultimately reach organizational communications goals.
This interactive presentation will help marketers:
- Understand where to best connect in public relations for maximum return
- Get a handle on what is news and what isn't
- Craft key messages that resonate with both internal and external audiences
7:30-8 a.m. - Check in, networking, coffee
8-9 a.m. - Presentation
9-9:30 a.m. - FInal networking, time with presenters
President, Cutter Communications
Lisa Cutter founded Cutter Communications, an award-winning public relations firm in 1998. But she’s been helping clients make an impact in their markets for more than 20 years. In 2010, the Denver Business Journal recognized Lisa as the city’s Outstanding Woman in Business in the communications industry.
Considered a go-to media professional by her peers, Lisa has conducted successful media and awareness-building campaigns for many clients, including Vectra Bank Colorado, Rocky Mountain Mutual Housing Association, Centura Health at Home, the National Potato Promotion Board, and love and relationship expert Adele Britton. Her efforts have garnered coverage in nearly every major local publication (including weekly, daily and rural publications), television news programs and a broad spectrum of trade publications, as well as The Today Show, The Early Show, Inside Edition, CNN, Better Homes and Gardens, The New York Times and the Associated Press.
Sydney Ayers, APR, Fellow, PRSA
Principal, Ayers Public Relations
Sydney Ayers, APR, Fellow PRSA, has worked in agency public relations, marketing and advertising for more than 25 years. Through her association with some of the leading public relations and advertising firms in the Rocky Mountain region, she has served a wide variety of consumer and business-to-business clients on the local, regional, national and international levels.
She has significant experience working with government entities, public institutions and non-profit organizations. Noteworthy assignments have involved corporate social responsibility programs, community outreach, public affairs support, spokesperson training, special events, crisis communications and more. She has conducted media relations campaigns on the national, regional, local and hyper-local levels. She also has been involved in a number of sectors including retail, economic development, business and professional services, and technology.