P U B L I C R E L A T I O N

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M A R K E T I NG

The Dark Art of Public Relations

P U B L I C R E L A T I O N

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Just a normal day in the office at Soapbox…

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Meanwhile, back in the real world…

P U B L I C R E L A T I O N

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We’re not…

• Spin doctors• Media tarts• Alcoholics

P U B L I C R E L A T I O N

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So what are we then?

‘Public relations is the deliberate, planned and sustained effort to establish and maintain mutual

understanding between an organisation (or individual) and its (or their) publics. It’s the key to effective

communication in all sectors of business, government, academic and

not-for-profit.’Public Relations Institute of Australia.

P U B L I C R E L A T I O N

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Which means we do what?

• PR strategy development and implementation• Community and stakeholder engagement• Website and internet marketing• Social media• Media relations• Events• Copywriting• Issues & crisis management• Branding and production of marketing

materials• Promotional campaigns

P U B L I C R E L A T I O N

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Show don’t tell

Strategy development:• Objectives• Key messages• Strategy• Tactics• Timeline• Budget

P U B L I C R E L A T I O N

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Community & Stakeholder Engagement

• Major infrastructure project

• Website• Newsletter• Direct Mail • Public notices• Media relations• Dedicated enquiry

line• Issues management

P U B L I C R E L A T I O N

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Website & internet marketing

• Charity ride between Perth and Broome

• Donations• Interactive

map• Blog posts

P U B L I C R E L A T I O N

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Social media

• Interactive• Integrated

with other PR and marketing activities

• Personalising a brand

P U B L I C R E L A T I O N

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Media relations

P U B L I C R E L A T I O N

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Copywriting

• Brochures• Annual

Reports• Guides/

factsheets

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Branding & production of marketing materials

• Banners• Posters• Signage• Brochures• Flyers

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Promotional campaigns & events

• Launch of new concept in house and land packages

• Event management

• Media relations

• Invitations

P U B L I C R E L A T I O N

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The difference between PR and marketing

PRRelationships/ perceptions:•Media relations•Stakeholder and community engagement•Social mediaCharacteristics:•Longevity•Substance•Slow burn

MarketingSelling/product awareness:• Advertising• Promotions• Point of sale

material• Brand positioningCharacteristics:• Shorter term• Soundbites• Quick return

Disputed territory• Branding• Social

media

P U B L I C R E L A T I O N

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Secrets of our success

• Good clients!• Complementary skills• Integration with marketing

activities• Clearly defined objectives• Targeted strategies• Achievable outcomes

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Briefing us

Bombard us with information!

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Be clear about what you want to achieve

We want [HOW MANY?] of [WHO?] to [DO, SAY, THINK?][WHAT?] by [WHEN?]

•Eg: We want 30 per cent of Belmont Forum shoppers to shop on a Sunday by December 2012

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Dark art or science?

Research shows that the top 3 questions clients ask are:• Did we meet our objectives?

(24.2%)• Does this meet/justify costs?

(16.5%)• How do you measure this?

(16.5%)

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Measuring effectiveness

Start with SMART objectives!Measurement methodology depends on the activity:• Media relations – NOT AVE!! News

content analysis?• Events – attendance?• Community engagement - follow

up surveys, evidence of behavioural change

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Added value

• When PR coverage is positive it gives a boost to investments made in other forms of marketing (online, print, direct mail etc)

• PR has a longer life span – a price promotion ends the day the offer ends

• Absence of PR is an opportunity lost which converts to a cost to a business

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They would say that wouldn’t they…

Don’t take our word for it…• “A good Public Relations campaign or moment is

something that feels like news rather than advertising. In fact, PR can beat advertising hands down and save tens of millions of dollars.”

Richard Branson