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PR on a Shoestring

Date post: 06-Mar-2016
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PR on a Shoestring
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Creating brand recognition through PR Muriel Molloy Merrion BD
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Creating brand recognition through PR

Muriel MolloyMerrion BD

What is PR?

• Relationship building• Finding and utilising key journalists• Organising 1-2-1 press and radio interviews• Consistent media messaging • Gathering PR advocates• Using LinkedIn, Twitter and Facebook to find

your ‘Online PR Evangelists’

What’s happening??

Some Themes…• The advertiser does not control the medium or

the message• The democratisation of communications• Content producers and content consumers in

dialogue• Things happen very fast• Online content is resilient• Online public relations happen in an open

environment. Two way communication.

Why PR?

But I don’t have ‘a brand’!• You have ‘you’!• You have your story• What makes you interesting?• Brand values• Quirky angles/Family stories

Case Study: Causey Farm – Destination marketing

A Picture Paints A Thousand Words

PR STUNTS GET NOTICED!

Keeping the media informed

• National Daily Newspapers– Irish Times– Irish Independent– Irish Examiner– Irish Daily Mail– Irish Daily Star– Irish Sun– Irish Daily Mirror

 • National Sunday Newspapers

– Sunday Business Post – Sunday Independent– Sunday Times

• National Radio– Newstalk– Today FM– RTE

• Online– Food blogs– E-newsletters– Twitter/Facebook

 •Trade Publications

– Food and Wine Magazine– Irish Food– Irish Farmer’s Monthly– Shelflife – Hospitality Ireland

 

•Magazines– Image Magazine – Irish Tatler – RSVP Magazine – The Gloss [Irish Times] – Social and Personal – RTE Guide / Woman’s Way

•TV– RTE– TV3– TG4– City Channel

DIY PR

• Sampling – free stuff• Stunts• Photos• Brainstorm• Statistics• Challenging the norm

Can you capture your market?• These guys did…

Who is the product?

• Me!• My Facility• My People• My Product

• Tell a story – create an emotional link

Who do I want to influence?

•The Irish Times – ‘The Friday Interview’

•The Sunday Times - ‘How I made It’

•The Sunday Business Post - `People in Business’

•Newstalk – ‘Down to Business’

What does success look like?

Working with food brands and decision makers…

Sponsorships & Competitions

But keep asking yourself – does it matter?AKA ‘Ego’ PR

Blueberries make the Six One News http://www.youtube.com/watch?v=gexsWxnRFY0

Strawberries feature in the Irish Examinerhttp://www.irishexaminer.com/opinion/columnists/donal-hickey/berry-good-start-for-irish-producers-122348.html

A final word on consistency…


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