Public Relations and Media Toolkit YOUR STEP BY STEP GUIDE TO SUCCESS. December 11, :14 AM

Transcription

1 Public Relations and Media Toolkit YOUR STEP BY STEP GUIDE TO SUCCESS December 11, :14 AM

2 Table of Contents INTRODUCTION: Your Media Guide to Getting People to Say Yes to Avon 3 SECTION 1: SPREAD THE WORD! 4 SECTION 2: MEDIA OUTREACH Pitching the Media 5 6 Sample Pre-Event Pitch 7 Pre-Event Media Advisories 8 Sample Pre-Event Media Advisory 9 Sample Press Release 10 SECTION 3: SOCIAL MEDIA TIPS Release Form 13 2

3 Your Media Guide TO GETTING PEOPLE TO SAY YES TO AVON We want to give you all the tools you need to make your event a big success, so you can get the most people to Say Yes to Avon! This Public Relation and Media guide aims to do just that. We know that you are Sales experts, not Public Relations experts, so this toolkit gives you step by step tips on how to work with the media and local influencers to drive traffic to your event and create buzz. Read through each section and aim to do at least three things to give you the best chance for success. Section 1: Spread the word in your local community to attract more people Distribute flyers and other collateral at local retail stores, grocery stores, farmers markets, etc. Take advantage of events in the area. For example, distribute flyers at car washes, family fun days, stores hosting big sales, soccer games and other places where women and families gather. Think about who s connected in your team who can invite a local female celebrity, news anchor, DJ, PTA president, popular high school gymnastics coach, etc., Section 2: Tell the media about your event As soon as you have your events set, spread the word! Make sure you tell your local media (newspaper, broadcast, radio) so they can include it on their community event calendar. Go all out and contact all local media outlets to get coverage before, during and after the event. It won t just benefit your event, but your whole recruiting campaign. Section 3: Social Media Make sure to promote your events through social media channels such as, Facebook, Twitter, Instagram and the SayYesToAvon Tumblr Blog 3

4 Section 1 Spread the Word! We all know Avon s a relationship business and that word of mouth is one of the most important sources of information for people. Just think about it: when you combine a great event with local media outreach, you can raise awareness and attract even more people to Avon. Before you begin, ask yourself: How can I get people to Say Yes to Avon? How can I appeal to women in my community? How can I talk about Avon so they will listen? How can I build relationships in my community in order to recruit others? Community Outreach In addition to telling your network of people to come to the event, you ll want to tell other members of your community and invite local leaders that can help build excitement around your event and raise Avon s profile locally. Some ideas include media, public officials, multicultural communities, business organizations, women s groups and existing relationships/partnerships. Here are some ways to introduce yourself and get the conversation started about Avon and the good work of its Independent Sales Representatives in your community: Network at your children s school or PTA, an area church, community center, gym, beauty salon, spa or other relevant venue and talk about Avon s role in the community and our earning opportunity. Give them a flyer about the event and ask them to join. Contact relevant organizations in your area, to see how you might engage their membership. You could focus on organizations that align with Avon s causes. Leverage your own relationships with community influencers. If you or your team belong to any community groups (i.e. church, PTA, local Chamber of Commerce), invite members to your event. Follow-up invitations with a personal phone call. Remember, personalization is key! By networking in the community, you open doors to distribute materials and invite members of the community to an upcoming Avon recruitment event. 4

5 Section 2 Media Outreach Start 3 Weeks in Advance Media can help drive attendance for your event and get consumers engaged with Avon. Stick to the following guidelines and you ll increase your chances of not only securing media coverage for your Say Yes to Avon recruitment event, but also help support the entire campaign. Here are some simple best practices to consider: Use the contacts you already have! Already purchasing ad space at a local outlet? Then send press materials to your existing advertising contact. If you do not have a specific contact at any given radio, TV, or print outlet, contact the news desk. This information is typically available directly on the media outlet s website. When researching potential media outlets to contact, think about local bloggers. They are increasingly the first port of call for community news! Blogs often have more lenient story requirements, so may be more likely to cover your event. Still, think about what type of bloggers to contact. Rather than a technology blogger for example, contact bloggers that are specifically interested in women and community/family happenings, such as mommy bloggers, who may happily attend and tell their readers to do the same Treat all media inquiries as high-priority. Reporters are often on tight deadlines. Being flexible and accommodating, gives you a better chance of securing media coverage and building good relationships with reporters. News is unpredictable, so media may not commit to covering your event in advance. Similarly, don t be offended if a reporter backs out at the last minute simply offer to provide follow-up materials (like a press release and photos), invite them to a future event and continue the positive relationship ( this may help you to secure coverage later on). PITCHING THE MEDIA Once you have selected your media outlets and gathered their contact information, you are ready to contact the media (also known as pitching) and start getting them to Say Yes to Avon. 5

6 Follow a timeline similar to the one listed below to increase the likelihood of media coverage. Send your customized pre-event media advisory OR press release to each media contact: 3 weeks in advance for radio or television public service announcement 2 weeks in advance for weekly newspapers 1 week in advance for radio and television 1 week in advance for daily newspapers and online outlets like blogs Copy and paste the content of the advisory or release into the body of an (or fax): At the top, include a few sentences personally inviting the contact to your event, emphasizing what might be unique or special about it. Use one of the sample headlines provided blow. They are short and catchy and will help to get the reader s attention before they even get to the content. SAMPLE: Avon invites [CITY] women to Say Yes to Avon and financial independence SAMPLE: Financial independence comes to [CITY] as local women Say Yes to Avon SAMPLE: [CITY] promotes women s empowerment by Saying Yes to Avon Media often like to speak to Representatives as it adds a personal touch to their story. Pick one or two Leadership Representatives from your team who have a great story and you feel would represent the Avon opportunity well to media, and make sure they are prepared ahead of the event! Follow up with a phone call to ensure the reporter has everything they need and answer any questions they may have. The best time to call media is in the morning or early afternoon. Never call late afternoon or evening as they will be working on story deadlines and will not be as receptive to your pitch. Media outreach is essential to ensuring adequate media coverage that promotes the whole Say Yes to Avon campaign while driving community turnout to your events. Enter your event details in the sample below and send to your local media contacts. Remember follow the suggested timeline above! After you ve have sent this initial pitch , follow up with each contact to make sure they received the information and answer their questions. 6

7 Sample: Pre-Event Pitch TO: [ENTER CONTACT (S)] SUBJECT: Avon invites [CITY] women to Say Yes to Avon and financial independence BODY OF Dear [CONTACT], As the U.S. economy continues to rebound from some of the most difficult years in recent history, Avon will be on the ground in [CITY, STATE] on [DATE] to help local women learn how they can earn extra money on their own terms by Saying Yes to Avon and becoming an Avon Independent Sales Representative. Held at [LOCATION(S)], the event(s) will provide attendees with information on how [CITY] s women can build their own business, be their own boss and maintain flexibility to choose when, where and how much they want to work. They ll have an opportunity to speak with local Avon Representatives regarding their personal stories, receive product samples and learn more about Avon earnings opportunities. More than 6 million people worldwide have already begun reaping the financial and personal benefits of being an Avon Representative. I d like to offer you an opportunity to speak with one of our local Avon Representatives about their personal success story and the benefits Avon has brought to the greater [CITY] community. Please let me know if you would like to talk further. Hope to see you there! [SIGNATURE]

8 Pre-Event Media Advisories Media advisories are used to send newsworthy and timely information to members of the press. They are meant to be highly specific, brief and to the point. Media advisories act as an invitation for journalists to attend an event, and should pique the reader s interest. The most effective way to do this is to tell journalists the who?, what?, when?, where?, and why?, and any other details relevant to them (e.g. where they can park and set up equipment, etc.). Media advisories aren t meant for the general public. You will find a sample media advisory below that can be used to pitch your event to local print, radio and broadcast media outlets. Event Press Release Before your event, send certain members of the media a press release rather than a media advisory. While similar in objective, press releases typically provide more information than the general who?, what?, where?, and why? included in a media advisory. A press release gives reporters the basic information needed to develop a news or feature story. If reporters can t attend an event, they often rely on information provided in a news release to develop their pre-event story. Use the press release below to send to media prior to your event simply fill in your details. 8

9 Sample: Pre-Event Media Advisory MEDIA ADVISORY: CONTACT: [NAME] [PHONE] [ ] AVON INVITES [CITY] WOMEN TO SAY YES TO AVON AND FINANCIAL INDEPENDENCE WHAT: For more than 125 years, Avon has stood by more than 6 million women and their families around the world. We are the same company that puts mascara on lashes and food on tables. We bring beauty to our customers doors and open new ones for our Independent Sales Representatives, and above all we stand for women and their economic empowerment. On [DATE], we will share the Avon opportunity with [CITY], encouraging women to Say Yes to Avon s earning opportunity. At this community event, Independent Sales Representatives will offer the Avon earnings opportunity to members of their community. There will be product samples, giveaways and opportunities for attendees to learn more about being their best by signing up to become an Independent Sales Representative. WHEN: TIME: WHERE: [DATE] [TIMES] [LOCATION NAME] [ADDRESS] [INSERT AVON DSM CONTACT] INTERVIEW Avon Representatives OPPORTUNITIES: [INSERT OTHER LOCAL COMMUNITY ATTENDEES] About Avon: Avon, the company for women, is a leading global beauty company, with over $11 billion in annual revenue. As the world s largest direct seller, Avon markets to women in more than 100 countries through approximately more than 6 million active independent Avon Sales Representatives. Avon s product line includes beauty products, as well as fashion and home products, and features such well-recognized brand names as Avon Color, ANEW, Skin-So-Soft, Advance Techniques, Avon Naturals, and mark. Learn more about Avon and its products at

10 Sample: Press Release FOR IMMEDIATE RELEASE: CONTACT: [NAME] [MONTH DAY], [YEAR] [PHONE] [ ] AVON EMPOWERS [CITY] RESIDENTS TO SAY YES TO AVON AND ACHIEVE FINANCIAL INDEPENDENCE [CITY, MONTH DAY, YEAR] [DATE] There are more than 7.8 million woman-owned businesses in the U.S. nearly 29 percent of all businesses nationwide. Motivated by independence, flexibility and the desire to broaden their horizons, these women small business owners have become a growing force in the U.S. economy and small business landscape. As more and more women look to start their own small business, Avon wants to help local women learn how they can earn extra money on their own terms by Saying Yes to Avon and becoming an Independent Sales Representative. On [MONTH DAY], Avon will host an exciting event to provide local women the opportunity to speak with area Avon Independent Sales Representatives and hear their personal stories, receive product samples and learn more about Avon earnings opportunities. [Insert testimonial here, for example: I have been an Avon Representative for XXX years and with my Avon business I have been able to afford for my family commented María Rodríguez, Avon Independent Sales Representative]. For more than 125 years, Avon has stood by more than 6 million women around the world. In addition to helping its Representatives achieve financial independence, Avon contributes to a number of charitable and humanitarian causes to help women thrive worldwide such as Breast Cancer Crusade, Speak Out Against Domestic Violence and national disaster and crisis relief (through the Avon Foundation for Women). Join Avon for a fabulous and fun event where you can learn more about the benefits of saying yes to Avon and how beauty can change your life. In addition to signing up to receive a free gift bag, attendees will have an opportunity to speak to Representatives about the difference Avon has made in their lives. [Insert another testimonial here, for example: I have been an Avon Representative for XXX years and with my Avon business I have been able to afford for my family commented María Rodríguez, Avon Independent Sales Representative]. About Avon, the company for women, is a leading global beauty company, with over $11 billion in annual revenue. As the world s largest direct seller, Avon markets to women in more than 100 countries through approximately more than 6 million active independent Avon Sales Representatives. Avon s product line includes beauty products, as well as fashion and home products, and features such well-recognized brand names as Avon Color, ANEW, Skin-So-Soft, Advance Techniques, Avon Naturals, and mark. Learn more about Avon and its products at

11 Section 3 Social Media Tips Start 1 Week in Advance If your Avon District maintains a Facebook, Twitter, Instagram or other social media presence, you can leverage these tools to promote the Say Yes to Avon campaign and Representative recruitment events. Please refer to the Associate Social Media guidelines and policy document on InsideAvon. When posting your pre-event advisory or release to Facebook and/or Twitter, you should: Encourage your local Representatives, friends and family to like, share or re-tweet your posts for their followers to see. Be responsive and supportive when someone posts a positive comment; reward individuals who are retweeting your tweets by following them on Twitter. Follow or like the media and influencers who have committed to attending your event. The Basics Facebook Using Facebook to share information about your event is easy. As more and more people use social media in their daily lives, it will continue to become an important tool not only for your event, but for promoting Avon and its products. If you aren t a master at wall posts or liking things on Facebook yet, connect with members of your team. There are social media experts everywhere! See below for a few good wall post suggestions: Stop by [LOCATION] today to hear how you can become a small business owner for just $10! We ll be there from [TIME] to [TIME]. UPDATE: [INSERT NUMBER] people have already signed up to set their own schedule and make their own money. Stop by and say yes to becoming an Avon Independent Sales Representative. Today s event is over and we loved seeing the women of [CITY] share our excitement about Saying Yes to Avon, its products and the positive impact it makes in our community. Ready to sign up? Go to It s also a good idea to post photos, but make sure to ask permission of the people you include by asking them to sign the photo and video release form available 11

12 SayYesToAvon.tubmblr.com Blog In order to provide up to the minute updates from the events, the Say Yes to Avon tumblr blog will launch in the New Year to share what s happening in your Districts. Every day new posts will be uploaded to help create excitement and tips from the events. Why not nominate your most social media savvy Leader to submit photos, quotes or videos for the chance to be included in the blog. Simply SayYesToAvon@avon.com and we will select the best submissions every day to post. Make sure that you encourage your team to like, comment and share the posts. Twitter Like Facebook, Twitter is another useful social media tool that can be used to promote your event and saying yes to Avon. In 140 characters or less, you can provide followers with information about your event, even live tweeting the event as it occurs. This platform allows you to stay in touch with others in real time, including members of the media community! Hashtags are one way for Twitter users to group conversations by a key word or phrase. This allows you to drive conversation around a particular topic and get other users involved in the conversation. Using a hashtag is simple you just place # in front of your chosen keyword. If your phrase contains more than one word, combine them to create one cohesive hashtag. For example, if your chosen key phrase is Say Yes to Avon or Become an Avon Representative, your Twitter hashtag would be #SayYesToAvon or #BecomeAnAvonRepresentative. See below for examples of potential tweets and hash tags that can be created to promote your event: Come to [LOCATION] today to hear how you can become a small business owner for just $10 and #SayYesToAvon! See you there! If you re in [LOCATION] today, come check out our event and learn about how to #BecomeAnAvonRepresentative. #SayYesToAvon by checking out our event today at [LOCATION] Instagram Instagram is a newer social media platform that allows users to tell stories through images and photos. Users are able to take a photo, apply a digital filter and then share it with other Instagram followers. Uploading pictures from your Say Yes to Avon recruitment event through Instagram is a great way to share Avon with younger audiences. Instagram is simple to use and great fun; here are a few steps to get you started: Download Instagram to iphone or Android smart phones or ipad. Create a user name and profile picture. Using the camera function on your device, open the app and take a picture. Apply a filter of your choosing and make sure to write a caption providing context for your picture. Find your friends and follow them! Like on Facebook, likes help you find friends and followers. You can also share the photos directly from Instagram to your social media accounts. 12

13 Avon Products, Inc Avenue of the Americas New York, NY RELEASE For good and valuable consideration, receipt of which is hereby acknowledges, I hereby agree as follows: 1. I hereby give and grant to Avon Products, Inc. ( Avon ), its agents, and others working for it or on its behalf, and their respective licensees, successors and assigns (collectively, the Licensed Parties ) the right to use, publish, and copyright my name, voice, picture, portrait, likeness, and performance, as well as any statements or testimonials that I may create, in any manner or media whatsoever worldwide, now or hereafter known, including, without limitation, videos, internet, and brochure, for purposes of advertising or trade in promoting and publicizing Avon and its products and services. 2. I hereby agree that all video and photographs of me used and taken by the Licensed Parties or submitted by me to Licensed Parties are owned by them and that they may copyright material containing the same. If I should receive any print, negative, or other copy thereof, I shall not authorize its use by anyone else. 3 I agree that no advertisement or other material need be submitted to me for any further approval and the Licensed Parties shall be without liability to me for any use, distortion, or illusionary effect resulting from the publication of my picture, portrait, or likeness. 4 I warrant and represent that this Release does not in any way conflict with any existing commitment on my part. I have not heretofore authorized (which authority is still in effect), nor will I authorize or permit the use of my name, picture, portrait, likeness, or testimonial statements in connection with the advertising or promotion of any product or service competitive to or incompatible with any of Avon s products or services. 5. I further agree that the Licensed Parties have the right to attribute statements I make to me and that such statements are expressions of my personal experience and belief. 6. Nothing herein will constitute any obligation on the Licensed Parties to make any use of any of the rights set forth herein. Signature: Date: Print Name: Street Address: City, State, Zip: Telephone:

14 Best of luck!