Abstract:
McIsaac, John, and Eric Hansen. 2012. Wood-based Entrepreneurs Toolkit: Public
Relations. Contributions in Education and Outreach No. 3c, Forest Research
Laboratory, Oregon State University, Corvallis.
Public relations is a key element of any company’s communications portfolio. For
entrepreneurs, PR may be especially important because it comes at no direct cost
and has a low total cost. This document outlines key principles of PR, illustrated by
an example of a small sawmiller.
Description:
This is a publication of the Oregon Wood Innovation Center (OWIC), Department
of Wood Science and Engineering, College of Forestry, Oregon State University.
Description:
1. Introduction....1
1.1 What is the practice of public relations?....1
2. How can PR help you?....3
2.1 Timing is Everything....3
2.2 Developing (and sticking to) Messages....3
3. Common PR Tools....4
3.1 Creating Good Relationships....4
3.2 Building Trust....4
4. Social media, traditional PR or both?....5
4.1 Something for Everyone....5
4.2 Social Media with Traditional Media....6
4.3 Social Media for Disseminating Soft News....6
5. Making PR Work for You....7
5.1 Develop a Coordinated Effort....7
5.2 Use Consultants and Firms....7
6. Appendix....8
