Wng R Deigh Ppt Presentation Sept 24 Final

Great PR Is Great Storytelling:

Eight Ways to Boost Your Organization's Visibility Through

PR Power Right Now

Robb Deigh

Purpose of this Presentation: Provide practical, cost-

effective ideas you can use NOW to boost the visibility of your clients’ organizations; and your organization, its services and products.

What We’ll Cover

• Messages: The Secret of Everything in PR• Effective Storytelling• Pitching Press Without Flacking or Spinning• Personalizing Your Outreach• Write Once: Re-purpose Everything• Social Media: Don’t Use Every Tool• Champions: We Work For Free and We Love It• ROI: Is Your PR Working?

Messages: The Secret to Everything

What are Messages? • Language that says, “Here is what I can do

for you.”

• A powerful tool that unifies and focuses your organization’s formal and informal communication


Building Messages the Easy Way

The 4-Part Messaging Document1. The “About Us” paragraph2. The elevator speech3. The “must-say” messages4. Everything else


The “About Us” Paragraph

List all of your attributes and use them to write a 250-word paragraph that says “Here is what we are and here is what we can do for you.”


About "The Daily Show With Jon Stewart" One anchor, five correspondents, zero credibility. If you're tired of the stodginess

of the evening newscasts and you can't bear to sit through the spinmeisters and shills on the 24-hour cable news network, don't miss The Daily Show with Jon Stewart, the nightly half-hour series unburdened by objectivity, journalistic integrity or even accuracy.

Messages: The Secret to EverythingMessage Doc Part 2: Elevator Speech

• “We help clients win federal business.” -- a defense contractor

• “We know this area better than anyone.” – a Realtor®

• “We rob banks” – Bonnie and Clyde

• “I can see Russia from my house” – Tina Fey

Messages: The Secret to Everything“Must-Say Messages” – the most important

element of your messages.

• 4-5 facts that you want your audiences to remember.

• The only reason to do a media interview• The ultimate answers to all media questions

Messages: The Secret to Everything(must-say messages for a technology company)

• We create custom software for law enforcement. More than 300 police departments use our products.

• Our system help police process evidence data 60% faster than any other product.

• Our clients have, on average, a 35% higher success rate than other agencies.

• Each member of our senior team has, on average, more than 20 years of experience in law enforcement.


What Are Your Must-Say Messages?

Effective StorytellingEffective storytelling is essential to all communication,

including

• Public/Media Relations • Marketing• Advertising • Sales• Fiction and non-fiction writing, film, etc• Music, dance and other performing arts• Graphic and fine arts

Effective Storytelling

• All stories are ultimately about people• All people have a story• Be anecdotal as well as data-driven• Incorporate your messages into your story

“Man Proposes, God Disposes”- Sir Edwin Landseer,1877

Collection the of University of London, Royal Holloway

Pitching Press Without Flacking or Spinning

What is effective pitching?

• The most important skill that anyone who deals with the press can have

• The ability to visualize a great story idea, describe it in a compelling way and provide 1or 2 expert sources of information to the right reporter at the right time


A press interview is like any other business transaction. Each side has something the other wants and is willing to exchange it for something of equal value.

• You have a possible story for the reporter.• The reporter can give you visibility.


Flacking = Laziness (pitching things instead of good story ideas)

Spinning = “all truth is relative…” the beginning of the end of your reputation


• Reporters do NOT care about:• Our businesses• Our products• Our services


Reporters DO care about:• Great story ideas about our businesses• Great story ideas about our products• Great story ideas about our services

Ways to Create Story Ideas that Will Get Press Coverage

1) Identify trends2) Read publications that others miss3) Note a "First in a Series" article4) Report results of a timely survey

Ways to Create Story Ideas that Will Get Press Coverage

5) Spotlight avocations of newsworthy people 6) Write a column yourself 8) Send news releases (a tactic, not a strategy)

Personalizing Your Outreach for Maximum Impact

Make an Emotional Connection


Help your audiences visualize the benefits you can provide. People respond to the following needs:

1. Business/mission: help them meet their goals2. Social life/lifestyle: make their lives more enjoyable 3. Beliefs: provide a “place,” physical or virtual, where

they can express their opinions.


4. Reputation: help enhance or protect their reputations

5. Identity: help them connect with other who share similar (or completely different) ethnic, racial, religious, geographic or other traits

6. Altruism: help them to help others and feel good about themselves?

7. Fantasy/Escape: help them get away from the mundane and routine, at least temporarily?


• Humanize your outreach! – Be anecdotal – Case studies that describe how your team

helped clients– Photos of your team on your Web site– Involve clients in your storytelling; give them

visibility

Write Once: Re-purpose Everything

How to create “new” communication materials the easy way

Write Once : Re-purpose Everything

Write a column yourself. Somewhere in your organization are written materials you can cut to 800 words and submit as an Op-Ed or "expert" column to a trade publication or local business journal. Buy reprints and add them to your sales and marketing materials.


Other sources of good written material you can use: • Speeches and other presentations• Booklets and other marketing materials• Case studies• Award applications, • Results of a poll or other study


• Edit it into: – A column for the Washington Business Journal– A byline piece for your industry’s trade journal– Articles for the web (more about that later)– Items for your e-newsletter, Web site– Handouts

Social Media: Don’t Use Every Tool in the Shed

Blogs, e-newsletters, Twitter, article marketing, Facebook, MySpace, YouTube, Friendfeed, podcasting, wikis, Plaxo, RSS feeds, LinkedIn, Digg, Flickr, Technorati, SecondLife, mobilemarketing


Before you use Web 2.0 tools put your basic communication tools in order: • Messages• Research• Media outreach• Marketing/press materials• Story pitch ideas• Networking• Web site (Web 1.0)


Article Marketing:

The placement of short articles on topic-specific Web sites that

are looking for good content.


Free:

www.ezinearticles.com

www.articlebiz.com

Fee-based:submityourarticle.com

articlemarketer.com

Champions: We Work For Free and We Love It

• Champions: “people who love your company, products or services, may have no vested interest, but who want to see you succeed.”

• How to recruit? Just ask! Few people do.


1. Speak with reporters on your behalf2. Write testimonials 3. Put their byline on an article4. Brag about you to prospects5. Serve on an advisory committee.6. Mention your org. in presentations


• Customers• Former customers• Board members• Trade association

members• Employees• Former employees

• Vendors• Partners• Investors• Friends• Family

members

ROI: How to Know Whether Your PR is Working

• Number of TV, Radio, Internet appearances?

• Stack of media clips?• Advertising equivalent of clips?• Sales are up on the day of your big

announcement?


Quantity vs. Quality• Are your most important messages

found in that stack of press clips, TV/radio interviews, product reviews, testimonials, industry survey results, customer blogs?


Other Indicators That Your PR May Be Working:

• You get more press calls. • Questions from reporters indicate they know more about

your organization.• Press pitches succeed more often • Your press releases are picked up more often• Members of your team are quoted more frequently

Summary:How to Boost Your Organization's Visibility

Through PR Power

• First, get your messages together• Be an effective storyteller• Personalize: “Here is what I can do for you.”• Don’t write. Re-write.• Start with 1 or 2 Web 2.0 tools• Recruit champions• Your PR ROI: Are your messages out there?

Great PR Is Great Storytelling:

Eight Ways to Boost Your Organization's Visibility Through

PR Power Right NowRobb Deigh

[email protected]

703-401-6339

mailto:[email protected]

Wng R Deigh Ppt Presentation Sept 24 Final

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