Webinar for accountants - The Power of PR

Webinar The Power of PR Hosted by Sue Davenport and Ellen Woodbine AVN marketing team Sue Davenport Ellen Woodbine

Agenda • What is PR? • Differences between advertising and PR • Preparation • Story ideas • Copywriting • Headline tips • How to circulate your press release • … our one BIG PR tip for you

What is PR?Public Relations:“the professional maintenance ofa favourable public image by acompany or other organisation ora famous person..” (Oxford Dictionary)

Advertising v PR?Advertising Public RelationsIncurs costs Usually freeFull control Little controlFull-on promotion Requires restraintReaders “tune out” More likely to be readNot trusted Highly trusted

PreparationPreparationResearch Build database Systemise

What’s your story? Expert opinion Charitable work

Action 55

CopywritingCopywriting Who, what, when, where, why? Call to action Contact details – IN THE COPY!

Example Who Wadebridge firm of accountants Alexander & Co What is taking part in a gruelling adventure challenge When on 18th June 2011 Where in Dartmoor National Park to support the building of the first children’s Why hospice in Cornwall

More tipsStick to the storyInclude a local angleDon’t lieInclude quotesCheck spelling and grammarProof read – by someone else!

Headline10 words or less:14pt to one line Grab attention Use statistics Ask a question

Press PackOverview of services Corporate background and history Biographies of senior partners Case studies and testimonials High quality photographs

CirculationAddress personallyHeadline = subjectIntroductory paragraphEmail body textAttach Word versionAttach high-res image

More TipsFind out when press deadlines are and don’t call then Avoid jargon Include references (not Wikipedia!) Keep it professional and be hyper-responsive Journalists need good contacts – become one!

Includes ready-to-usesystems, checklists and an

Normally sold for £195 Just £145 if you order todayhttp://www.myaccountantsclub.co.uk/shop/WebinarPR.aspx

Enduring exposure Take copies! (NLA Licence) (Keep the whole page – context!)

Your questions If you think of any more questions following the webinar please post them on the Discussions board on our LinkedIn group – search for: Marketing Solutions for Accountants

The Power of PR Sue Davenport Ellen WoodbineThank you so much for watching our webinar. Please complete the short survey.

Webinar for accountants - The Power of PR

by Added Value Solutions Ltd on May 30, 2012

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