Marketing and PRA Basic Guide to Strategic Communications

Outline

The Basics◦ Marketing

◦ PR

Key Factors

Marketing and PR Tools◦ Creating a clear image

◦ PR tools

◦ Networking

Summary

The Basics

As communication

functions, Marketing

and PR act as the

◦ EYES,

◦ VOICE, and

◦ EARS

of the organisation

The Basics

Strategic functions, involved in business planning

Market research is key for business success – eyes and ears!

Sales and advertising only part of the task

Communication needs to be coordinated and planned

Marketing

Marketing

Key role is to create business opportunities (not SALES)

Word of Mouth crucial (trust)

Tasks:

◦ Consumer / market research

◦ Product, place, price and promotion

Public Relations

≠ Media Relations (that’s just a small part)

Tasks:◦ Creating and communicating corporate

messages

◦ Investor relations

◦ Complaint handling

◦ Media relations

◦ Public affairs

◦ Internal communications

◦ Branding (Corporate)…

ANY FORM OF COMMUNICATION WITH INTERNAL AND EXTERNAL STAKEHOLDERS

A squirrel is just a

rat with good PR!

Marketing v PR

Does it matter? NO

Marketing usually more customer focused, portraying the organisation in positive light

PR has broader focus (including internal and external stakeholder) and aims to generate a (truthful) conversation about the company

Key Factors

What do you want to say?

◦ What is your core business?

◦ What is unique about you?

◦ How are you going to say it?

Your Key Messages

Who are you talking to?

◦ Your target market(s)?

◦ Your stakeholders?

◦ What do you know about them (e.g. demographics)?

◦ What do they know about you?

◦ How can you reach them (media channels, direct mail…)?

Your Marketing Strategy

MARKETING AND PR TOOLS

Recommendations for client name

Marketing and PR ToolsDirect Marketing Sales Promotions

Advertising

Publicity

Pricing

Brochures and Leaflets

Website

Business Cards

Networking

Media relations

Sponsorship

Internal RelationsNews letters

Social Media

Events

Marketing and PR Tools

Clear Corporate Image◦ Brochures and leaflets

◦ Company profile

◦ Business cards

◦ Website

PR◦ Media relations

◦ Use of social media (blog, twitter, etc.)

Networking◦ Direct marketing, use of contacts

◦ Networking events, seminars, conferences

Clear Image for client name

Brochures and leaflets

◦ 2 content/design suggestions in client nameMarketing Strategy/ client name Marketing and PR information/ Marketing Materials

◦ Need to be developed professionally asap

Company profile

◦ 3 page profile in client name Marketing Strategy/ client name Marketing and PR information/ Media Information/ Press Pack

Clear Image for client name

Business cards

◦ Need new business cards with more info (see suggestion in press pack content)

Website

◦ Needs news / blog page, updated regularly

◦ Search engine optimisation

◦ More focus on marketing apps (special section)

◦ Pod casts

Public Relations

Media relations

◦ Press pack (content and material suggestions in Media Information folder)

◦ ‘How to guide’ in Marketing and PR basics folder

Social media

◦ Blog should be set up on website

◦ SEO

◦ Watch and comment on other blogs

PR Basics – Media Relations

News angles – so what?!◦ Winners and losers

◦ Causes and consequences

◦ Precedents and trends

◦ Resonance

Who, what, where, when, why, and how?

Pictures

Networking – 3 basic principles

1. Targeted – planned - continuous

2. Clear messages

3. Trust and integrity

Targeted – Planned - Continuous

Create networking opportunities:◦ Manchester Chamber of Commerce

◦ Pro Manchester

◦ Manchester Science Park

◦ Conferences, Events, Seminars, Speaking Opportunities

◦ … but be prepared when spontaneous opportunities arise

Make the event relevant for yourself and other attendees

Know what you want from every event (e.g. speak to a particular contact, speak to three people,…) and be prepared!

Clear Messages

Prepare an elevator pitch/ speech:

◦ Different ones for different situations

◦ Make clear what the benefits for others are

◦ Write it down!

◦ What are you doing? What business are you

in?

Be different and be positive

Be confident and be a person!

Trust and Integrity

It is not a sales pitch

Be interested (much more important than being interesting)

Be helpful:

◦ Ask facilitating questions to fully understand how you could help others

Follow up! And do as you promised, no matter how small!

Networking Basics

Being interested is more important than being

interesting.

What goes around, comes around!

Always carry a pen, diary and business cards (but resist

the temptation to give everyone you meet a business

card!)

Be friendly, enthusiastic and helpful.

The Practical Stuff

99% of people are worried about walking into a room full of strangers

People at networking events generally want to network – so what have you got to loose

People in a room generally stand in certain formations

Be prepared about the event (where, when, who’ll be there, dress code…)

Summary

Marketing and PR need to play more important / strategic role in client name’s business plan

It’s about building relationships and getting feedback – not just sales

Action plan for this year:

1. Get clear message / image

2. Concentrate on PR (social media and traditional)

3. Build (and use) good business network

Any Questions?

Thanks for listening!

Useful Links

Networking

◦ www.kintish.co.uk

◦ www.businessballs.co.uk

◦ www.gmchamber.co.uk

◦ http://www.pro-manchester.co.uk/index.html

PR

◦ http://www.cipr.co.uk/

◦ http://www.businesslink.gov.uk

Marketing

◦ http://www.cim.co.uk/resources/home.aspx

Other:

◦ http://www.businessballs.com/