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!!