Date post: | 19-Mar-2016 |
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Marketing and PRA Basic Guide to Strategic Communications
Outline
The Basics◦ Marketing
◦ PR
Key Factors
Marketing and PR Tools◦ Creating a clear image
◦ PR tools
◦ Networking
Summary
The Basics
As communication
functions, Marketing
and PR act as the
◦ EYES,
◦ VOICE, and
◦ EARS
of the organisation
The Basics
Strategic functions, involved in business planning
Market research is key for business success – eyes and ears!
Sales and advertising only part of the task
Communication needs to be coordinated and planned
Marketing
Key role is to create business opportunities (not SALES)
Word of Mouth crucial (trust)
Tasks:
◦ Consumer / market research
◦ Product, place, price and promotion
Public Relations
≠ Media Relations (that’s just a small part)
Tasks:◦ Creating and communicating corporate
messages
◦ Investor relations
◦ Complaint handling
◦ Media relations
◦ Public affairs
◦ Internal communications
◦ Branding (Corporate)…
ANY FORM OF COMMUNICATION WITH INTERNAL AND EXTERNAL STAKEHOLDERS
A squirrel is just a
rat with good PR!
Marketing v PR
Does it matter? NO
Marketing usually more customer focused, portraying the organisation in positive light
PR has broader focus (including internal and external stakeholder) and aims to generate a (truthful) conversation about the company
Key Factors
What do you want to say?
◦ What is your core business?
◦ What is unique about you?
◦ How are you going to say it?
Your Key Messages
Who are you talking to?
◦ Your target market(s)?
◦ Your stakeholders?
◦ What do you know about them (e.g. demographics)?
◦ What do they know about you?
◦ How can you reach them (media channels, direct mail…)?
Your Marketing Strategy
MARKETING AND PR TOOLS
Recommendations for client name
Marketing and PR ToolsDirect Marketing Sales Promotions
Advertising
Publicity
Pricing
Brochures and Leaflets
Website
Business Cards
Networking
Media relations
Sponsorship
Internal RelationsNews letters
Social Media
Events
Marketing and PR Tools
Clear Corporate Image◦ Brochures and leaflets
◦ Company profile
◦ Business cards
◦ Website
PR◦ Media relations
◦ Use of social media (blog, twitter, etc.)
Networking◦ Direct marketing, use of contacts
◦ Networking events, seminars, conferences
Clear Image for client name
Brochures and leaflets
◦ 2 content/design suggestions in client nameMarketing Strategy/ client name Marketing and PR information/ Marketing Materials
◦ Need to be developed professionally asap
Company profile
◦ 3 page profile in client name Marketing Strategy/ client name Marketing and PR information/ Media Information/ Press Pack
Clear Image for client name
Business cards
◦ Need new business cards with more info (see suggestion in press pack content)
Website
◦ Needs news / blog page, updated regularly
◦ Search engine optimisation
◦ More focus on marketing apps (special section)
◦ Pod casts
Public Relations
Media relations
◦ Press pack (content and material suggestions in Media Information folder)
◦ ‘How to guide’ in Marketing and PR basics folder
Social media
◦ Blog should be set up on website
◦ SEO
◦ Watch and comment on other blogs
PR Basics – Media Relations
News angles – so what?!◦ Winners and losers
◦ Causes and consequences
◦ Precedents and trends
◦ Resonance
Who, what, where, when, why, and how?
Pictures
Networking – 3 basic principles
1. Targeted – planned - continuous
2. Clear messages
3. Trust and integrity
Targeted – Planned - Continuous
Create networking opportunities:◦ Manchester Chamber of Commerce
◦ Pro Manchester
◦ Manchester Science Park
◦ Conferences, Events, Seminars, Speaking Opportunities
◦ … but be prepared when spontaneous opportunities arise
Make the event relevant for yourself and other attendees
Know what you want from every event (e.g. speak to a particular contact, speak to three people,…) and be prepared!
Clear Messages
Prepare an elevator pitch/ speech:
◦ Different ones for different situations
◦ Make clear what the benefits for others are
◦ Write it down!
◦ What are you doing? What business are you
in?
Be different and be positive
Be confident and be a person!
Trust and Integrity
It is not a sales pitch
Be interested (much more important than being interesting)
Be helpful:
◦ Ask facilitating questions to fully understand how you could help others
Follow up! And do as you promised, no matter how small!
Networking Basics
Being interested is more important than being
interesting.
What goes around, comes around!
Always carry a pen, diary and business cards (but resist
the temptation to give everyone you meet a business
card!)
Be friendly, enthusiastic and helpful.
The Practical Stuff
99% of people are worried about walking into a room full of strangers
People at networking events generally want to network – so what have you got to loose
People in a room generally stand in certain formations
Be prepared about the event (where, when, who’ll be there, dress code…)
Summary
Marketing and PR need to play more important / strategic role in client name’s business plan
It’s about building relationships and getting feedback – not just sales
Action plan for this year:
1. Get clear message / image
2. Concentrate on PR (social media and traditional)
3. Build (and use) good business network
Any Questions?
Thanks for listening!
Useful Links
Networking
◦ www.kintish.co.uk
◦ www.businessballs.co.uk
◦ www.gmchamber.co.uk
◦ http://www.pro-manchester.co.uk/index.html
PR
◦ http://www.cipr.co.uk/
◦ http://www.businesslink.gov.uk
Marketing
◦ http://www.cim.co.uk/resources/home.aspx
Other:
◦ http://www.businessballs.com/