The Power of PR in Your Marketing Plan

The Power of PR in Your Marketing Plan

Marie Swift

Impact Communications

Definition of Public Relations

Managing communications that produce a positive image of you and your organization among your targeted audience and the general public. Generally distributed by the media (newspapers, magazines, TV and radio) and is not paid for. Because this means of image building is not paid for, there is a perception that it is more credible.

Definition of Advertising

A means for producing a positive image of you and your organization among your targeted audience and the general public which is paid for. Because it is paid for, a person or organization can say just about anything they want, therefore creating a less credible perception.

PR does not stand for “press release”

PR Builds Credibility and Visibility

Much more than media relations Community involvement is big

part of PR strategy Includes positioning and

building awareness of your brand

Goal to build reputation and visibility

Generate buzz = Give people reasons to talk about you!

What’s In It For You?

Repeated exposure builds visibility Current clients and strategic partners

are impressed Prospective clients more open to

engaging your firm Improves other marketing efforts Easier to generate referrals People recognize name, see in media

= must be good Perception is that you are highly

credible Perception becomes reality

a Slightly Famous Planner

Everyone wants to work with …

Credibility Audit

Written a book on some aspect personal finance

Produced a special report related to niche concerns

Appeared on television finance show

Host of your own radio show

Published articles under your name

Quoted in magazines or newspapers

Recognized by your peers, have industry awards

Professional credentials and x years experience

Actively support local community causes and events

Yes No

PR reinforces that you are the advisor of choice!

Interacting with the Media

Where Does the Media Fit In?

Pursue media attention as a part your overall marketing strategy

Block out 2-3 hour per week for Media Marketing Keep it simple Seize easy opportunities:

Awards, recognition, conferences, current events Publicize your firm via news releases, newsletter, mailed

and emailed announcements, Web site Leverage the press you receive

Play to your strengths

Marketing and PR SkillsWritingBook author or contributorWhite paper creationBylined and published articlesNews Release contentWeb site contentNewsletter – soft or hard copyClient survey creationGreeting card sentimentsPrint and Yellow pages adsDirect mail (letters, postcards, etc.)

SpeakingRadio or Television appearancesSponsored events / Workplace educationReferral strategyCommunity involvementProfessional and Social networking Advisory boardClient eventsProspecting eventsTrade fairs / Community fairsTelephone campaigns

/ Credibility Factors

Become a Media Resource – 3 Easy Steps Identify your local media outlets

Google News Voyager Clients – what do they watch? PR firm

Read and Feed program Compliment, Gentle Feedback, Dovetail Story Idea

News releases 5 W’s in first paragraph, Strong headline and subhead,

3rd person, quote self mid-release, factual “About xyz firm (or person)” at end

Doing it right

Think about the reader/ viewer’s mindset

Think about the journalist’s needs

How can you aid the journalist?

Provide useful content, e.g. tips, stats, studies

Provide colorful quotes and anecdotes

Learn to speak in sound bytes

Be unique - showcase yourself - not pushy

Refer to an expert if you’re not

Doing it right (cont.) …

Keep an idea file

Keep reference books at hand

Be well prepared

Be readily available

Send a thank you / recap email

Include your full contact information at the bottom of every email communication

Creating Maximum Exposure Email “house list” – In case you

missed this in the recent news Mention in newsletter News Room on Web site Update Bio Spotlight in Brochure Put in Clip Book Order glossy reprints from

publication Mail reprints, use at seminars,

leave in lobby Order lacquered plaque

In the end …

It’s all about building relationships With clients With strategic partners With journalists With community leaders

and industry influentials

Free Resources

www.financial-planning.com - Story archive and discussion boards

www.impactcommunications.org - Article Bank - Advisor Resources Free Ideas page

Marie Swift, PresidentImpact Communications Inc.

2007 West 91st Street, Ste. 201Leawood, KS 66206

Phone: (913) [email protected]

gwww. ImpactCommunications.org

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