Sexy and Local workshop

How to make community and neighbourhood centres look

sexy to key stakeholders

Peppi Bueti

Director Queensland Advertising and Public Relations

So what is PR?

• PR is part of the marketing mix. It’s not sales and it’s not marketing.

• Essentially it’s about reputation.• It’s also a cost effective way to

promote you and your organisation.• Priority is to preserve and enhance a

reputation.

PR

Public

Media

No such thing as a typical day

• My experience in Public Relations is that anything can happen in a day so I must be prepared for anything.

Who are you talking to?

• Staff • Government• Clients• Volunteers• Sponsors• media• General public• Suppliers, contractors

So what does PR involve?

• Media Relations – Positive stories about your developments to increase your brand awareness and reputation.

• Advertorial – paid ads that look like editorial but you choose where they go in the paper and exactly what they say.

• Event management – Launch events and promotions. • Government Relations – Working with all levels of Govt to

achieve an optimal outcome.• Community Relations – working with communities to get the right

message out to the market place. Ie Enviro issues, noise, sound• Internal Relations – communicating with staff and consultants• Crisis and Issues Management - When the shit hits the fan. • Research – Understanding the market and buyer trends– Copy writing – including websites, brochures, marketing materials• Sponsorship – maximising your investment• Media Training – Using the media to your advantage

Tour de Kawana

Tour de Kawana

• Commenced in 2006 after several local businesspeople wanted to pursue their passion for cycling and raise funds for CFQ.

• Aim was to raise money by encouraging families to participate in the ride.

• Corporate financial support was vital. • A plan was developed to ensure the event was

professional and met the philosophies of CFQ.• Branding and marketing material all had to

ensure the TDK was seen as a significant local charity event.

Tour de Kawana

Outcomes:• ANZ has been a major sponsor since 2006 as have

media partners Hot 91 and SCD. • In 2011 the event celebrated its 5th anniversary -

nearly 250 riders participated and over $50k was raised from the ride and charity lunch.

• $350,000 has been raised since 2006.• It is the third largest event for CFQ in the State• USC PR interns have been involved in the event

since its inception. Most have gone on to gain full time employment shortly thereafter.

• www.tourdekawana.com.au

Burgess Street PR campaign

Burgess Street PR campaign

• Prestige property in Kings Beach.• Vendor wanted offers over $3m and committed

to a significant $$$ advertising campaign.• PlaceMakers was approached by the real estate

agent to develop a PR campaign for the house.• A PR campaign was created to leverage the

advertising spend to stimulate more awareness of the home.

• The key was to highlight the unique aspects of the home.

Burgess Street PR campaign

Results:• Huge response to weekly open inspections.• Enquiries received from across Australia.• Media exposure generated in SCD, Weekender, WIN TV, Ch 7,

Financial Review, Courier Mail, The Australian.• Value of PR generated over $45k (x2 for PR value).• Over 100 people attended the auction.• 12 registered bidders.• Highest bid was $3.1m.• Agent now negotiating with several buyers.

• Campaign showed how PR and marketing can work hand in hand to achieve optimum results.

Adenbrook Homes

• PlaceMakers advised by Adenbrook Homes head office that Sunshine Coast franchisee could not meet their financial obligations.

• A number of homes were either still under construction or not commenced.

• Buyers had no idea what would happen to their home.

• Staff were uncertain what was going on.• Suppliers and contractors were getting angry.• 9.00am Thursday morning. SCD Chief of Staff

calls to find out what’s going on.

Adenbrook homes

• Time to roll out the PR plan• Develop key messages• Create stakeholder list and key contact list• Prepare media release• Prepare Q&As • Brief spokesperson• Engage the media (be proactive, tell the

truth, stick to key messages)• Reinforce key message with media releases

and advertising campaign post crisis.

The ResultsWe made page 1 of the following day’s SCD!

• Article was very balanced and many of our key messages were reinforced in the media including a large photo indicating the company was still open for business.

• Two TV news stories were also very balanced.• Minimal articles appeared in the media following initial

story.• Staff, clients and contractors all received communication in

writing or phone before the media ran the story.• Client’s ongoing advertising campaign in press and on

radio reinforced key messages.• Company continues to operate on the Sunshine Coast and

a number of parties are interested in purchasing franchise.

The Results

Key Lessons

• It’s all about minimising impact of the crisis.

• Following a PR crisis plan will enable you

to control what is written about your company/

client during a crisis.

7 categories of news

• Conflict• Accidents and disasters• Rich and Famous• Hero• Children and animals• New – evolutionary, revolutionary• Oddball

The squeaky wheel gets

the oil

How to generate news?

• Plans for new projects and services• Progress updates• Introduction of new technology• Statistics and new records• Change in regulations• Notable achievements by the organisation and/or

staff• Appointments, promotions, retirements• Historical milestones• Significant contribution by the organisation to the

community

How to write a media release(The inverted pyramid method)

• Media release• Date• Headline• Who what where when why and how in first

par or two.• Indirect quote• Direct quote • Facts and figures• End• Contact details

‘Think like a wize man but

speak the language of the

people’

Tips on how to get Sexy!

• Don’t let jargon get in the way of a good story

• Learn to write persuasively• Create news angles for journos• Develop relationships with media –

make their job easy!

Cost effective PR tools for you

• Media releases and factsheets• Media famils – on and off site• Ezines and newsletters• Social media• Events• Volunteers, champions and ambassadors• Seek sponsors – WII FM• University and TAFE students• Networking