Creating an effective PR foundation and strategies
AuthorHariom [email protected]
PR Strategies outline & process
Profiling Media Space Team Structure
ImplementationCommunication
PlanAudience
Publicity is absolutely critical. A good PR story is infinitely more effective than a front page of Ad.
Richard Branson
Founder at Virgin Group
If I was down to last dollar, I would spend it on public relations.
Bill Gates
Chairman, Microsoft
Why PR & Communication Strategies?
Brand Equity
Brand Awareness Brand Attribute Brand Loyalty Perceived Quality
PR strategies to identify1
Brand AwarenessCustomer attitude and behaviour related to purchase
PR strategies to identify
2
PR strategies to identify
Corporate Reputation
3
Corporate reputation more important than everSource: Foghound
Successful PR strategies start from profiling/Current Perspective
Ask from yourself genuinely
Does your organization need fresh PR strategies & plan or need to do corrections in existing one?
1
Do you have dedicated resource/s for PR?
2
How much you had invested in PR and what was the outcome?
Ask
3
S M A R TSpecific Measurable Attainable Result
oriented
Time - Bound
Have your goals were SMART?
Ask4
Have youcreated SWOT Analysis?
S W
O T
Strength Weaknesses
opportunities Threats
Internal Factors
External Factors
Positive Negative
4
What is your success matrix to measure ROI from PR activities?
5
Define Objectives
Build Brand Identity & Credibility
To position “Company” as one of the leading organizations for “Value Proposition’ of Industry across location.
Highlight the history of the company and its expertise ranging across various industries and segments.
Objective1
Build Corporate/Spokesperson and Solutions Profiling in Media
To position spokesperson of the company as an industry thought leader with sound knowledge across various industries.
Objective2
Support Marketing Initiative and Suggestive PR Activities
To create a strong niche for the Solutions offered by the organization
Objective3
Media Exposure for the Solutions /Services and Application
To increase the visibility of the brand across all the relevant media platforms
Objective4
80 20Rule
If you’re trying to deliver a message to an audience of thousands, in the hope of starting a conversation with a few tens of people, why not focus 80% percent of your efforts on delivering the right message to the 20%, at an appropriate time, via the right channel?
Industry Association
Customer profile
Industry Profile
Key Opinion Leaders
Industry Analysts
Define Target Audience
Define PR Approach
Building Brand Equity
Devise PR Campaign
Advocate Marketing
Influence the
influencer
Build Thought Leader
Personality
Brand
Building
• Create a brand standardization across print/online media
Highlight
Benefits
• Create a competitive separation
Strategy
• Mention the focused strategies not tactics.
Leveraging relationship and industry position Building Mindshare Creating Evangelists
Spokesperson Profiling: – The activity will focus on creating media coverage for the spokesperson of the company in newspapers/business magazines/trade magazines/ Television Channel
Corporate Stories: – The activity will focus on creating media coverage's for company highlighting achievement, announcing new development etc. in financial newspaper/ business magazines/ trade magazines
Industry Inputs: – Participating in the industry story, helps in positioning the company as one of the leaders in the industry
Speaker Opportunities at Industry Forums: Identifying speaker opportunity in important industry forum, and coordinating for seeking speaker opportunity (paid/non paid) for the company’s spokesperson.
Article at Blogs and social media: Identifying business concern blogs, SMM and publish company’s spokesperson articles.
Define Corporate PR
Top Executive Visibility/
Media Outreach:
Program to promote the top executives of Company as its Brand ambassadors and thought leaders in the industry
One –On-One
Interactions
Plug-ins in the industry
stories
Bylined article on
the related industry
Meet the Editors initiative
Corporate press
release
Define Corporate PR
Spokespeople profiling:
Identify and profile key spokespeople from Company forn One to One interactions and editorial opportunities.
Plug in quotes and statements of experience and latest industry trends from spokespeople across industry relevant publications
Position spokespeople at various speaker platforms
Personality Building
PR Activities: Traditional Media
Med
ia
Uni
vers
e
National Dailies
Mainlines
FinancialsRegionalMedia
Electronic Media
Magazines
VerticalPublications
Business
GeneralTrade Publications
Online
Mainstream
Trade
PR Campaigns
Thought Leadership Platforms
Media Engagement Channels Vertical Engagement Platforms
Evangelization Programs
PR Activities: Online Media
• Inbound link-building• Content Creation• Blogs• Feeds (RSS)• eNewswire• Press release• Running competitions
Attracting Visitors
Engagement & Dialogue
Building Buzz
Risk Mitigation
1
PR Activities: Online Media
• Survey & Polls• Social Media Marketing• Blog• eNewsletter• Influence media owners
Attracting Visitors
Engagement & Dialogue
Building Buzz
Risk Mitigation
2
PR Activities: Online Media
• Post awards & credential on Social Media.• Press release• Social Media• Video Sharing• Viral Videos• Influence media owners
Attracting Visitors
Engagement & Dialogue
Building Buzz
Risk Mitigation
3
PR Activities: Online Media
• Social Media Marketing• Blog• Video Sharing• Brand protection content sharing• Influence media owners
Attracting Visitors
Engagement & Dialogue
Building Buzz
Risk Mitigation
4
• Inbound link-building• Content Creation• Blogs• Feeds (RSS)• eNewswire• Press release• Running competitions
Attracting Visitors
Engagement & Communication
Building Buzz Risk Mitigation
PR
• Survey & Polls• Social Media
Marketing• Blog• eNewsletter• Influence media
owners
• Social Media Marketing
• Blog• Video Sharing• Brand protection
content sharing• Influence media
owners
• Post awards & credential on Social Media.
• Press release• Social Media• Video Sharing• Viral Videos• Influence media
owners
PR Activities: Online Media
OutputsContact/response level
Reach, Content
OutcomesPerception/
Behaviors LevelKnowledge, opinions,
Attitude
Business ResultsBusiness levelAdded Value
FrequencyVisits
ProminenceReader Contacts
TonalityMessage ImpactShare of Voice
Journalist inquiries...
AwarenessComprehension
RecollectionRecognitionCredibility
Image ChangesRecommendations
Purchasing intentions...
Revenue / turnoverContacts ClosedReputation value
Brand ValuePrice-Effort Ratio
Market ShareStock Price
Employee Retention...
Impact on Media / Channel
Impact on Target Groups
Impact on Organizations
Measuring communications on three impact levels
Source: AMEC 2012
PR - Measuring Success Matrix
No. of times, company articles found in trade journal excluding ads
1
Brand loyalty and advocacy index
2
Customer Delight index3
Through online/social media
New social media followers
New referral links; Increased organic website
traffic; or New leads or sign-ups
Viral impact on online Media
No. newswire published
4
No. of success stories created
5
No. of Customer survey conducted for Brand awareness/Customer Satisfaction etc.
6
Team StructureThought Leaders
Content and Graphic Creators
Managing Editors
Media Owners
Digital & Online Marketing expertise
Team Lead
Birds Eye open doors to world’s first pay-by-Instagram restaurant
Frozen food brand Birds Eye has opened the doors to a pop-up restaurant called ‘The Picture House’ at the Ice Tank in Soho, London.Diners are invited to pay for their bill by taking a photo of their food and sharing it on Instagram with the hashtag #BirdsEyeInspirations
he campaign is to promote the brand’s new Inspirations range, which will also be promoted through a multi-media campaign including TV, digital, POS and a three month sampling campaign. The Picture House will visit Manchester and Leeds next month.
The pop-up concept follows research by Birds Eye that show 52% of people ‘regularly’ take pictures of their meals and 11% take at least one picture of their food a week. Source: The Drum and Marketing
Airbnb float furnished house down the River Thames
There is a famous saying that if you’re stuck for ideas, then just float something down the River Thames and Airbnb did exactly that.
This morning an idyllic and fully functioning house that weighed over 70 tons casually floated down the Thames. The house contained two bedrooms, a living room, a working bathroom and a garden.
The house will be continuing to float down the Thames for the remainder of the week, as part of a campaign that aims to highlight the new rules on home sharing, allowing Londoners to share their homes with travellers for up to 90 days a year.
Source: Craig Knowles
Facebook turns the London Eye into big UK election pie chart
Facebook is using The London Eye to show how people in the United Kingdom have been engaging with the election so far on the platform.
Launched today (Friday 1st May) Facebook says it hopes the large-scale data visualisation, perfectly located near Westminster, will help increase actual voter turnout on election day.According to Facebook there have been around 52 million interactions on Facebook connected to the May 7th vote, with UKIP being the-most talked about, clocking up 15.6 million of those. A like, share or comment counts as a single interaction.
After UKIP, the Conservatives were the second most-discussed party with 12.2 million interactions, followed by Labour with 9.7 million, the Liberal Democrats with 2 million, the Scottish National Party with 2 million and the Green Party with 1.3 million.The London Eye will show an updated result every night at 9.30PM until the election day. Source: ITV and Marketing
Carlsberg spoofs ‘beach body ready’ ads with speedy reactive billboard
In an impressively speedy reactive PR move, beer brand Carlsberg snapped up ad space next to the “beach body ready” Protein World ads Twitter’s been going MENTAL over for the last week.
The cross-track projections are running at London Euston, Liverpool Street and Embankment stations from Thursday (April 30, 2015) to Sunday (May 3, 2015).Protein World’s ‘beach body ready’ campaign, which has been rolled out across multiple sites across the London underground network, provoked a backlash, with an online petition to remove the ads receiving more than 60,000 signatures.
Source: prexamples
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PR Strategy outline & process Why PR & Communication Strategies? PR Strategies Define Objectives PR Approach Corporate PR PR Activities traditional & Online Measuring PR Success Matrix Successful PR examples
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