"Raising Awareness for Your Business" by Joel Kessel


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Joel Kessel @ Business Builders Club
Tuesday (1/26/2010) 7:30pm

Kessel Communications is a strategic communications firm focused on defining and delivering targeted messages for our clients, messages that prompt a desired action or conclusion among specific audiences. We do this through a variety of public relations and marketing communications tactics that ensure measurable results and support the short- and long-term goals of our clients.

Our philosophy is based on the understanding that generating heightened visibility in the marketplace is costly when it is not tied directly to outcomes.

We also recognize that relationships matter – and relationships built on trust and integrity are those that last. Our clients engage us for our expertise, but they retain us for our honest and candid counsel, and our consistent ability to exceed expectations.


The Business Builders Club is the student entrepreneurship organization at Ohio State. We connect current and aspiring student entrepreneurs with the knowledge, resources, and mentors to build successful businesses.


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"Raising Awareness for Your Business" by Joel Kessel

  1. 1. Messaging<br />Public Relations<br />Social Media<br />Marketing<br />Communications<br />Brand Equity<br />Advertising<br />Target Market<br />ROI<br />Raising Awareness for Your BusinessBusiness Builders Club – The Ohio State UniversityJanuary 26, 2010<br />
  2. 2. Communicate a consistent message<br /><ul><li>Any communications—PR, SM, marketing, advertising—starts with a message
  3. 3. It’s who you are, what you do, why anyone cares
  4. 4. Should be used across many communication channels</li></li></ul><li>Who is your audience? <br /><ul><li>Customers
  5. 5. Investors
  6. 6. Employees
  7. 7. Media
  8. 8. What about your competition?</li></ul> Take the time to understand your audience; do the necessary research.<br />
  9. 9. What is PR?<br /><ul><li>Public relations (PR) is the practice of managing the communication between an organization and its publics.1</li></ul> 1Grunig, James E. and Hunt, Todd. Managing Public Relations. (Orlando, FL: Harcourt Brace Jovanovich, 1984), 6e.<br />
  10. 10. One of the most frequently asked questions: how is it different from advertising?<br />Earned (unpaid)<br />Credibility<br />Media relations, blogs (reputable ones)<br />Strategic partnerships and collaborations<br />Awareness and education<br />Word-of-mouth, buzz<br />Reputation management <br />
  11. 11. “Word of mouth has been incredibly important to us, and ultimately that’s what a brand is, the things people say about you when you’re not there.”<br />Jeff BezosFounder and CEOAmazon.com<br />
  12. 12. What is a brand? <br />
  13. 13. What is a brand?<br /><ul><li>It’s more than a logo or product
  14. 14. It’s a feeling: trust, value, quality
  15. 15. It’s what you say and do, how you act
  16. 16. It takes time to build and maintain; it takes no time to break down</li></li></ul><li>Let’s briefly talk Social Media<br /><ul><li>Takes communications a step further than traditional media
  17. 17. Engaging
  18. 18. Transparent
  19. 19. Real time</li></li></ul><li>Let’s briefly talk Social Media<br /><ul><li>More than 60% of Fortune 1,000 companies with a Web site will connect to or host some form of online community to build customer relationships.1
  20. 20. 76% of small-business owners say social networking sites such as Facebook, Twitter and LinkedIn are not helpful in generating business leads or expanding their operations.2
  21. 21. 86% say they have not used social networking sites to get business advice or information.3</li></ul> <br /><ul><li>How does social media fit into your business model?</li></ul>1 Gartner Inc.<br />2, 3GfK Roper Consulting Group<br />
  22. 22. You can communicate with journalists many ways: tactical media relations<br /><ul><li>News releases
  23. 23. Wire distribution services
  24. 24. Press kits: fact sheet, bios, data/stats
  25. 25. Social media
  26. 26. Almost nine out of ten journalists reported using Blogs for their online research (89%). Only Corporate websites (96%) are used by more journalists when doing online research for a story.1
  27. 27. Approximately two-thirds reported using Social Networking sites and just over half make use of Twitter for online research.2</li></ul> 1, 2 George Washington University and Cision; 2009 Social Media & Online Usage Study; Dec. 2009<br />
  28. 28. You can communicate with journalists many ways: tactical media relations<br /><ul><li>Phone, e-mail
  29. 29. Online media room
  30. 30. Surveys/research, industry trends
  31. 31. Spokespersons
  32. 32. Events and campaigns
  33. 33. Weber Grill’s Command of the Grill
  34. 34. Partnerships and collaborations
  35. 35. Ludacris and National Runaway Switchboard
  36. 36. Weber Grill and ESPN The Magazine</li></li></ul><li>Traditional vs. New Media…think about this<br /><ul><li>In 2009, 275 new magazines were launched while 428 ceased publication1
  37. 37. Business magazines led the list of ceased publications, with 16 publications including BusinessWeek Small Biz, Conde Nast Portfolio, and Fortune Small Business.2
  38. 38. Seattle Post-Intelligencer and the Christian Science Monitor have gone web-only
  39. 39. In 2009, more than 130 U.S. newspapers either closed or moved to online-only publication, typically with skeleton staffs.3
  40. 40. The Internet passed newspapers as the preferred source of news among Americans.4</li></ul>1, 2 MediaFinder.com<br />3 Technology Review<br />4 Pew Research; Dec. 2008<br />
  41. 41. Final thoughts<br /><ul><li>Communication MUST be strategic
  42. 42. Establish your message(s)
  43. 43. Understand your audience
  44. 44. Determine best communication channels to reach your audience
  45. 45. Talk with them, not to them</li></li></ul><li>Joel Kessel<br />PR Consultant<br />joel@kesselcommunications.com<br />@joelkessel<br />www.linkedin.com/in/joelkessel<br />www.kesselcommunications.com<br />