How to make money and win business using PR Tracey Barrett, Managing Director, BlueSky PR
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Transcript of How to make money and win business using PR Tracey Barrett, Managing Director, BlueSky PR
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PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
How to make money from PR & Marketing
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2PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
Who are these people?
Tracey Barrett@[email protected]
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3PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
How is marketing & PR perceived?
• Often seen as a cost rather than an investment • Still a challenge equating marketing and revenue• Sales led organisations see leads as generated by sales• Marketing & PR should be lead generators• Marketing and PR should be measured
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4PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
The year ahead - An evolving sector
• Your clients have lots of routes to talent pools• Adding and demonstrating value is key• Differentiation – but how?
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5PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
USPs = BS… Recruiting is a process
We are able to service our clients effectively
and can offer excellent service in all areas. It’s a true USP that enables
us to be a supplier of choice
Ultimately we are a people
driven business - & the bottom
line is that THAT is our biggest
USP
Our USP -our methodology helps define the role into
key competencies, enab
ling the selection process to become
more objective rather than relying
on ‘gut feel’
Our USP is we like to treat our
clients and candidates
with care and respect plus offer quality
support!
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6PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
The power of three
• More clients• More candidates• More great people to work for you
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7PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
It’s all about engagement!
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8PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
Media relations as part of the business development strategy
• Credibility• Shareability• Stretchability…….into other forms of content
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9PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
But where? Ego or benefit?
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10PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
Having something to say
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11PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
Shaping the messageThe people agenda
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12PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
The people agenda
data
surveys
piggybacking
advice
public informati
on
events
opinion
human
interest
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13PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
The principle in action - data
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14PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
The principle in action - surveys
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15PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
The principle in action - events
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16PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
The principle in action - opinion
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17PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
The principle in action - advice
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18PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
The principle in action - piggybacking
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19PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
The principle in action – public info
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20PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
The principle in action – human interest
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21PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
What’s the business plan?
“Often I was trying to build a marketing strategy around the
gut feel of the MD as to the general direction in which the
company was going – it’s pretty difficult to build a marketing
strategy without the context!”
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22PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
How can you measure success?
“We had a consultant who earned a 17k fee from a client who had ‘called up out of the
blue’. When we tracked it we found that the client
had downloaded a thought leadership article we had in the press from
the website – and that the link had come from
“When I joined, we were making most of our
placements from Accountancy Age – which
was odd given that we hadn't advertised there for 2
years – it was simply the first option on the drop
down menu!”
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23PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
• Outputs – getting read – getting shared• Outcomes – what is happening to…traffic/social
shares/LinkedIn profile views• Business Results - Building PR into the BD cycle
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24PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
……And finally
A recent article for one of our clients in European Oil and Gas magazine prompted a new client to
give them assignments worth more than £100,000 in potential fee income
…..who wouldn’t want that ??