Growing your business with PRJessica Warner, Account Director, Lansons

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“Your reputation is everything, you’ve got to fight to build it and fight to protect it”

Richard Branson

Business Benefits

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• PR will be aligned to your business plan

• Supporting your sales strategy• Adding value to your

customers• Attracting new talent• Driving business leads

• PR content can be incorporated into sales and marketing

collateral

Reputation and

Endorsement

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• Helps you be part of the consideration process

• Achieves credibility through third party endorsement

• Allows you to communicate USPs• Elevates the business and

spokespeople to industry experts• Establishes you as an authority

• Inserts you into influential networks and creates advocacy

There are three key steps to developing an effective PR strategy, that helps you achieve your objectives

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1. Stakeholder mapping2. Message development3. Platform identification

Steps for creating a PR strategy that grows your business

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1. Stakeholder Mapping

Media

AnalystsSuppliers

Investors

Competitors

“Industry experts”

e.g. doctors, surgeons

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2. Message Development

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Message House example:

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3. Platform Identification

• Company news• Features• Opinion • Product launches• CEO profiles• Case studies• News-hijacking• Reactive comment

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How do you know you’re ready for PR?

1. Stakeholder mapping: can you prioritise?2. Message development: do you have proof points?3. Platform identification: are you prepared and can you facilitate?

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Our approach

1. Drive brand awareness: business positioning, corporate news flow and spokesperson profiling

2. Create brand reputation based on high trust: thought leadership based on related industry

issues

3. Support sales/ drive leads: networks / introductions

Getting known

Known for a reason

Unknown

4. Support exit strategy

Example programme

Case Study: Growth Street Launch

Case Study: Growth Street Positioning

Case Study: APR4SMEs Campaign Launch

Case Study: APR4SMEs Sustained Campaign

Reputation matters

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Work with an agency you can trust to care about yours as much as you do.