SMBME Linda Varrell - Public Relations: Getting Your Voice Heard

19 Commercial St. Portland, Maine www.broadreachpr.com

Presented by: Linda Varrell, APR November 18, 2011

Social Media Breakfast Maine (#SMBME)

Public Relations: Getting Your Voice Heard


Biz & Financial Case for PR

"Public relations helps an organization and its publics adapt mutually to

each other.“-PRSA

Big Picture Overview

Communication Discipline Delivers Value*

Builds Goodwill – Halo Effect* Gives Brands Voice

*Study by Proctor & Gamble – http://vocus.com/codies/Marketing_ROI.pdf


Marketing & PR Together

Brand Reputation

IMPACT Marketing

• Market – focused • Attract consumers • Builds brand image • Maintains consistency • Delivers on promises • Captures the wallet

Public Relations • Relationship-focused • Reduce / deflect conflict • Builds reputation • Seeks understanding • Strives for dialogue • Captures the heart


Losing Your Voice

Time Poverty Unclear audiences Not speaking in one voice Fractionalization of channels Minimal feedback Mismatched resources


Finding Your Voice

5


Setting Objectives

• Tie to overall goals • Reputation • Relationship • Task (State of Being)

• Measurable (SMART)* • Outputs (Impressions, Interactions, Reach) • Outcomes (Awareness, Attitudes, Behaviors) • Business Results (Share of Wallet, Referrals)

Examples • Grow engaged community by

75% over the next year • Increase # of positive reviews • Retain X% in clients through

relationship building

*http://www.instituteforpr.org/wp-content/uploads/Setting_PR_Objectives.pdf


Who is Your Audience?

Who…? • Needs to know or

understand? • Needs to be

involved? • Will be affected? • Can provide advice? *Public Relations Society of America/UAB

7


Refining Your Voice

8

o Draw out intrinsic value – state of being o Narrow down to 3 to 5 key points o Identify powerful words for concrete

messages o Tailored for your audience o Developed for a variety of purposes o Delivered consistently and authentically


Reaching Your Audience

9

oFace to Face oDirect Mail oElectronically oEvents/Sponsorships oPaid Media oEarned Media oSocial Media oWord of Mouth


Damage Control

http://www.huffingtonpost.com/2011/02/16/red-cross-rogue-tweet_n_824114.html

Red Cross / Dogfish Head

•Innocent Tweet •Appropriate Response •Quick Thinking •Mutually-beneficial Action •Financial Results •Long-term Relationship


Listening & Adjusting

11

• Monitoring & measuring • Identifying success indicators o Perception o Financial

• Making adjustments to stay on target with objectives

• Positing for success • Bracing for what could go

wrong


Thank you…

Linda Varrell, APR Broadreach Public Relations

19 Commercial Street Portland, ME 04101

207-619-7350 [email protected]

www.broadreachpr.com www.twitter.com/broadreach

www.Facebook.com/BroadreachPR

http://www.broadreachpr.com/

http://www.twitter.com/broadreach

http://www.facebook.com/BroadreachPR

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SMBME Linda Varrell - Public Relations: Getting Your Voice Heard

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