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PR Client Presentations

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Advice for students in ADPR 5950/7950 on how to prepare for their campaigns client presentations.

Advice for students in ADPR 5950/7950 on how to prepare for their campaigns client presentations.

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Transcript

  • 1. Client presentations Pitching a client in public relations
  • 2. Purpose
    • Typically, presentations are conducted to persuade a client to retain an agency
    • For this class, the purpose is to “sell” the client on the campaign you’ve developed
      • Professional dress, language, and comportment
  • 3. Place and time
    • Presentations are held during the last week of class in the PR Lab, Room 239A Journalism Building
    • You will have 20 minutes to present and 30 minutes for client Q&A
  • 4. Who does what?
    • Only the client and the team attend
    • Clients sit at the seminar table
    • Presenters stand in front
  • 5. Who does what?
    • Remaining team members wait in the computer area of the PR lab
      • They will join the presenters in the front of the room for Q&A
      • In the “real world,” only presenters attend
  • 6. PowerPoint
    • Each team should develop a PowerPoint presentation
      • The computer is a Mac
      • The presentation appears on the plasma screen monitor in the front of the room
  • 7. Tips on PowerPoint
    • You can use audio and visual effects (music, sound bites, video) as appropriate
    • Presenters should not “read” from the screen or from notes, but should speak conversationally, using the PowerPoint slides as cues
    • Use simple backgrounds, sans serif fonts, and few words
  • 8. Tips on PowerPoint
    • Do not try to pull chunks of text from your plan and put them on slides; create new content for the presentation
    • Don’t try to include every objective, tactic, timetable item, etc. – avoid too much detail and too many numbers
    • Hit the high points and refer them to your book for the details
  • 9. Tips on PowerPoint
    • Avoid excessive cinematic effects. Use PowerPoint to provide an overview of your main points, not to dazzle
    • Be prepared for the technology to fail
      • Bring print copies of the presentation
      • Rehearse without the computer
  • 10. Other support materials
    • You can use exhibits, such as a poster placed on an easel to display a proposed logo
    • You can bring handouts (takeaways) with sample tactics or an outline of the presentation, but the focus should be on the speakers, not materials
  • 11. Basic outline
    • Introduction: tell the client you’re excited to make your presentation and provide an agenda
    • Background: provide a quick overview of the main point of your campaign
    • Situation Analysis: basic facts found in research; opportunities your team has identified (corresponds with your goals)
  • 12. Basic outline
    • Tactics: a brief overview of some of the most important or appealing tactics
    • Budget: a quick look at the overall numbers
    • Conclusion: thank the client and hand them the completed book
  • 13. Takeaways for agency client presentations
    • Capabilities—agency background information
    • Bios of team members
    • Reference list—satisfied clients
    • Copy of the presentation—PowerPoint or other materials used
  • 14. Three words
    • Rehearse, rehearse, rehearse
    • It’s obvious if you haven’t rehearsed together
      • Practice not only who will say what, but where you will stand and how you will move from one place to another
      • Orchestrate introductions and departure
    • Practice in different conditions such as a ringing cell phone or no computer