Some names we have worked with
Today
• Advertising vs PR• How to spot the news in your business• How to create news• ‘Selling in’ your story• Looking like a market leader/expert• Social media – where does it fit?
What is PR ?
“The planned and sustained communications between an organisation and the audiences that matter to it - driving that audience to behave in a certain way”
Have the end in mind
Who do I need to reach….?
What do I want them to do….?
So, what must they think about us….?
How
Today…the media…
Advertising vs PR
What’s the difference?
Advertising vs PR
Advertising = control
•Can dictate what, when and where
•With PR you can’t
Advertising vs PR
PR = believable
• You will believe editorial, you won’t believe an ad
• Editorial is 3.5 times more powerful than advertising
Advertising vs PR
PR=Value for money
• Advertising costs loads of money – PR is FREE
• You can’t advertise everywhere…
• But you can publicise everywhere!
Advertising vs PR
Your Natural Talent
Smaller companies are FAR better suited to PR than big businesses !!
News
Classic news
Award winsBusiness winsExpansionProduct/service launchAppointmentCharity eventAnniversaryHuman interest
Creating news?
Piggyback on wider newsHost an eventSponsor something relevantGive a talk/lectureRun a competitionMake a predictionExpress an opinion
Tools for creating news
FENSGoogle alertsWeb polls – Linkedin
What are
the rules?
Always think ‘so what’
News that’s important to you doesn’t necessarily matter to the reader, viewer or listener!
If it doesn’t pass the ‘so what’ rule, don’t bother
Building in the ‘so what’…
New office
New product
Power words!
Selling in your story...
Have I got news for you!
Timely 60 seconds pitchIntroduce yourselfGet to the punchline of your storyIf you were in a pub and it was an anecdote, how would you tell it?
Looking like a leader
Looking like a leader
Expert GuidesResearch
Expert Guides
Expert Guides
Launch it in mediaExpert feature materialSite download – but data captureBlog/Tweet about itLink back to itAt exhibitionsCustomer giveawaysBasis for events
Research
Research
•Tactical poll •On your website•Drive people you know to take part•Interesting and topical•Supplement your news with relevant stats•Plug news gaps or support a story
What do we mean?
What do we mean?
“Although 65% of women know how to change a wheel, only 10% would feel confident enough to put the knowledge into practice according to a survey by ABC Garage...which today announced that it is running special workshops for female motorists.”
Social Media...where does it fit?
• Find your contacts and customers• Don’t just broadcast! Engage• Twitter Search• Customer care• Be real, be human, be useful - don’t just sell• Measure, measure, measure
• Read weekly updates and act on them• Polls – use to feed PR campaign• Answer questions – to show expertise• Join groups to find new contacts/shared
interests• Create your own group?• Identify 50 companies you’d like to work
with
Louise Findlay-Wilson – Linkedin
PrPro Group - Linkedin
@Louisefw - twitter
T:01993 825916
Special – today only - PrPro Masterclass deal!!