Extraordinary PR, Ordinary Budget

A Strategy Guide

Jennifer R Farmer (Author) | Jennifer R. Farmer (Author)

Forthcoming: 06/02/2017

Extraordinary PR, Ordinary Budget
For many small organizations and businesses, it can be tempting to think that traditional PR is too expensive. Media relations and PR expert Jennifer R. Farmer shows that you don t need a big budget to make a big impact.Extraordinary PR, Ordinary Budget
A Strategy Guide

Ineffective branding and public relations have the potential to sink or sabotage any small business or mission-driven organization, but such organizations often think they simply can't afford PR. Jennifer R. Farmer shows that even cash-strapped organizations can build a robust PR apparatus on a shoestring budget—they just need to be credible, creative, responsive, and relentless (CCRR).

Farmer's CCRR framework leverages tools everyone has access to, from social media to brand transparency. The four simple guidelines require attentiveness but yield valuable results. For example, Farmer suggests getting creative to find an alternative to the traditional press release, such as infographics or even short videos, which are inexpensive, attention-getting, and more apt to get shared on social media. And being responsive to the media environment costs nothing but can greatly magnify the effectiveness of your pitch. For example, in April 2014 Farmer had an incredible video about Kiera Wilmot, a high school honor student who was charged with a felony for making a science-project volcano. She held the video until June, knowing it would have much more impact when the media was looking for unique, school graduation-related stories.

Particularly for mission-driven organizations, honing your message and strengthening your media presence dictates the success of the enterprise and ultimately the impact of the work. Simply raising awareness of your issue is half the battle. This book teaches readers that PR is more than getting media hits and high-profile placements—it's an essential component of organizational development. Jennifer R. Farmer shows you how to build a cost-effective communications strategy that will help you break through in an information-overloaded world.

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Overview

For many small organizations and businesses, it can be tempting to think that traditional PR is too expensive. Media relations and PR expert Jennifer R. Farmer shows that you don t need a big budget to make a big impact.Extraordinary PR, Ordinary Budget
A Strategy Guide

Ineffective branding and public relations have the potential to sink or sabotage any small business or mission-driven organization, but such organizations often think they simply can't afford PR. Jennifer R. Farmer shows that even cash-strapped organizations can build a robust PR apparatus on a shoestring budget—they just need to be credible, creative, responsive, and relentless (CCRR).

Farmer's CCRR framework leverages tools everyone has access to, from social media to brand transparency. The four simple guidelines require attentiveness but yield valuable results. For example, Farmer suggests getting creative to find an alternative to the traditional press release, such as infographics or even short videos, which are inexpensive, attention-getting, and more apt to get shared on social media. And being responsive to the media environment costs nothing but can greatly magnify the effectiveness of your pitch. For example, in April 2014 Farmer had an incredible video about Kiera Wilmot, a high school honor student who was charged with a felony for making a science-project volcano. She held the video until June, knowing it would have much more impact when the media was looking for unique, school graduation-related stories.

Particularly for mission-driven organizations, honing your message and strengthening your media presence dictates the success of the enterprise and ultimately the impact of the work. Simply raising awareness of your issue is half the battle. This book teaches readers that PR is more than getting media hits and high-profile placements—it's an essential component of organizational development. Jennifer R. Farmer shows you how to build a cost-effective communications strategy that will help you break through in an information-overloaded world.

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Meet the Authors


Visit Author Page - Jennifer R Farmer

Jennifer R. Farmer is a leading professional in communications strategy and serves as managing director for communications at PICO National Network. In her role, Farmer recruits, hires, and manages traditional communications and digital media staffers. Under Farmer s leadership, her clients, partners, and board members are regularly featured in leading print, digital, and broadcast media outlets, including the New York Times, the Wall Street Journal, the Washington Post, Politico, Al Jazeera America, MSNBC, Real Time with Bill Maher, and The Rachel Maddow Show.



Visit Author Page - Jennifer R. Farmer

Jennifer R. Farmer is the managing director for communications at PICO National Network, where she recruits, hires, and manages traditional communications and digital media staffers. Farmer s clients, partners, and board members have been featured in leading print, digital, and broadcast media outlets, including the New York Times, the Wall Street Journal, the Washington Post, Politico, Al Jazeera America, MSNBC, Real Time with Bill Maher, and The Rachel Maddow Show.

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