Harnessing PR to build your reputation

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PR novice to PR pro

Reputation 

“The most important thing for a young man is to establish a credit…a reputation, character”

John D Rockefeller

Trust + influence = Successful business

Third-party endorsement Helps you stand out from the crowd Position as a visionary leader

Why PR?

Step 1 - What is your company vision?

• Where you want to be

• PR to reinforce business objectives

Step 2 - Identify key stakeholders

Not just clients - all those who influence your reputation

Step 3 – Do your research

What do your clients and stakeholders really think about you?

How to do it

Identify targets - clients, lapsed clients, influencers

Draw up questionnaire

Structured telephone interviews – 15 mins

Independent researcher - more candid responses

Informs whole business

Step 4 - Stake out your ground

• Where does your expertise lie?

• What do you want to be known for?

• Connect with stakeholder interests

Example 1

Position as local business commentator

Example 2

• Champion of science & technology sector

• Expert on innovation

Step 5 - Finding the right tools

• Media Relations• Speaking

opportunities• Industry

involvement• Accolades

Step 6 – Develop content

• May require further research

• Explore third party alliances

• Customise for communication channel

Step 7 - Develop & roll out your plan

• Set realistic targets• Play to individual

strengths • Dovetail with wider

marketing activities• Allocate

responsibilities and resources

Media Relations

• Rapidly changing landscape

• New opportunities emerging

• Content hungry

Is it news?

• Peg• Angle• Merit

Tips for writing releases

Grab their attention – headline and subject box are key

First paragraph should tell the story

Concise objective copy – less is more

Quotations for subjective views

Avoid technical jargon – ‘man down pub’ rule

Remember contact details

Rich content – images and video

Comment opportunities

Authored articles – reflect media writing style

Look ahead for news pegs – eg legislative changes

Monitor news agenda for reactive comment

Offer guest blogs

Features – pre-planned or fresh ideas

Create experts directory

200 emails per hour!

How to pitch

Do your homework

Target individually

Develop relationships to understand what they want

Pick your time – are they on deadline?

Be concise and to the point

Be clear about what you are offering

Handling interviews

Prepare, prepare and prepare

Three messages maximum

Think about the banana skins

Broadcast – speak to one person

Simple, clear language – know your audience

Remember – you’re the expert!

Speaking platforms – Securing opportunities

• Develop profiles of your experts

• Approach early• Consider how

your expertise will benefit audience

Speaking platforms – Getting invited back

Accolades

Awards – industry and beyond

Media-driven accolades – top 50s; rising stars

Who are you influencing – clients, staff, media?

Be selective

Be realistic – a lot of work

Industry involvement

• Sector bodies• Award judges• Charity

trustees

How to become a PR star

Develop a distinctive voice

Be controversial – but know where to draw the line

Remember your audience

Be ready, willing and able

Cast your bread upon the waters

It’s a long-term game

The Ten Commandments

Ten commandments1. Stake out your ground

2. Work out who you want to influence

3. Do your research

4. Develop a ‘distinctive’ voice

5. Understand the different communication channels

6. Make your content work hard for you

7. Be generous with your expertise

8. Play to individual strengths

9. Keep at it

10. Measure, evaluate and refine