Using PR In Your Business:

A Hands On Approach

Jo Swann, Chocolate Pr

intros

Our Activity Programme

Arrival at 14:00  (coffee/tea)

Workshop commences, Introduction – 14.15

What is PR & PR in Action 14.15-14.45

How you can use PR in your business – 14.45-15.45

Break -  15.45 (tea/coffee, biscuits)

Event re-commences – 16.00

Campaign planning and the press release 16.00-16.45

Measuring ROI and your action plan – 16.45-17.00

Questions... and to the bar – 17.00-17.30

your name your company why you’re interested in pr what is PR to you?

Hello!

Introductions...

1. What is PR?

…. And What Isn't?

An introduction Chocolate PR Style

A little challenge…

Sponsorship

a mixture of pr and advertising paid for space engages with the reader more than an advert good brand associations positions you as an expert

Competitions

free space only cost is giving away products can sometimes pay for entrants details great for service based companies too good opportunity to hook up with other brands

PR stunts

free space the better the pr stunt, the more column inches! picture led get people talking shows your creativity

Product Placement free space

the pick of the bunch position your product as the best trade and consumer mags ... xmas gift guides

Social Media a type of pr completely free! you can talk about your products and services upsell indirectly position yourself as an expert connect with new people talk about events create polls

So now you're all on board with the power of pr

Let us tell you a bit more about it…

The Definition:

Public relations is the practice of managing the communication between an organisation and its publics. Public relations gains an organisation or individual exposure to their audiences using topics of public interest and news items that do not require direct payment.

PR In Action..

Brand PR – Customer Focus

• survey• competition• spokespeople• thought leaders• alignment

2. Using PR in your business

Why use PR in your business ?

Make sure your clients and potential clients choose you over your competitors

Make sure they:• know of you• are constantly reminded of you• like you• trust you• align with you

Choose you.

Defining your brand valuesWhat is it you want to portray about your business? What matters to your customers?

Is it important you are seen as:• innovative• safe• community minded• creative• related to value• a thought leader

This must be defined to ensure PR hits the mark

B2B PR

B2B PR

Defining objectives for each activity

-Increase sales-Influence opinion-Inform of a new product or service-Develop goodwill, create loyalty-Illustrate brand values-Raise profile for credibility and further pr opportunities

So….what’s your story?

-Launch

-Announcement

-Comment

-New Appointment

-Success

-Innovation….

PR Stories: The Rules: Be topical Be interesting Be timely Be newsworthy Be relevant Make it a ‘story’

Remember this is NOT an advert

So….what’s your story?.

Eg Jo & Amy

…the “so what?” test

Your turn...

Time for a break...

what kind of presence do they have with your customers? what are they doing re marketing/pr? google search – what’s their online presence like? how can you kick them out of touch?

3. Planning your campaign:

Research your competitors

Look at your business plan Marketing activity Themes and Topics e.g. forward features Specific times of year/Diary Dates

Planning your campaign:

Look at current activity and timings

Reaching your Customers

Media1. Print Media (papers) 2. Glossy Mags 3. Radio 4.TV 5.Online

Your Pr Channels

Directly1. Events 2. Focus Groups 3. PR Stunts 4. Partnership Marketing

Titles

Options

Identifying your Media:

Your press release:

You’ve found your angle – now put in on paper...

Have a go at writing the first paragraph of a press release for one of these publications... don't be afraid to be creative!1. Yorkshire Post business pages2. on:lifestyle

Your press release:

Tips for success

Include:

•Strong headline•5Ws in first para: Who, what, where, when, why•Make it timely•Make it engaging•Make it relevant to audience

Your Best bits...

1. Know the journalist2. Know the magazine3. Know what they're working on4. Know their deadlines

... we do!

Pitching etiquette

What would you hope to achieve?

Sales increase Web hits

Opinion formingBrand relevanceCustomer engagementExpert credibilityMedia value coverage ROI

PR Effectiveness measurements:

Did the activity achieve its objectives?

Measuring Media Coverage Value:

So…The power of pr

What 1 word would you now use to describe it?

Let's revisit your first thoughts..

Using this info..Your next steps

What are you going to do over the next 3 months?

Your packs

Do something…and you’ll be noticed

We believe in PR but we're not the only ones...

A word from a true business brain…

http://www.youtube.com/watch?v=dk2AO67dn3w

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