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Learning the 'Art' of 'Spin' with Anne-Marie Sparrow Webinar
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Learning the 'Art' of 'Spin' with Anne-Marie Sparrow Webinar

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On 30 June, ABN member Anne-Marie Sparrow of Cube PR will take you through an in-depth view of public relations and insights into how public relations can be applied effectively. …

On 30 June, ABN member Anne-Marie Sparrow of Cube PR will take you through an in-depth view of public relations and insights into how public relations can be applied effectively.

We'll look at when, as a small business to use PR and how, what to expect in terms of outcomes - and when to maintain or reactivate public relations strategies.

During this 90-minute online workshop we'll look at:

What exactly is public relations and how does it fit into the overall marketing mix?
Should small businesses consider it – and how and where does it fit?
When can it work best? What can it achieve?
What are the critical components of applying public relations effectively?
Including:
Identifying a very clear, defined business objective
Uncovering and defining the priority audience
Considering other potential stakeholders/influencers
Building a clear position/communication messages
Identifying best vehicles for delivery of the message/your information to the priority audiences and/or influencers
Ensuring resonance/pick-up in an extremely information rich environment
Getting the activity underway – reviewing impact/results

With interactive elements and Q&A this event will help you take your understanding and planning for PR strategy to a deeper level.

For more great webinars, check our website. http://www.abn.org.au/site/events

Published in Education , Business
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Transcript

  • 1. Learning the 'Art' of 'Spin'
    Why, when and how to use public relations in small business
  • 2. Anne-Marie SparrowCube PR
  • 3. Power of public relations
    A significant tool within the marketing mix
    Substantial growth in its use in past two decades
    Now viewed as a major industry
    Often seen as more effective than more traditional methods
  • 4. What exactly is public relations?
    ‘The art or science of establishing and promoting a favourable relationship with the public(s).’
    More commonsense than rocket science!
    But much more than MEDIA or PROMOTION!
  • 15. Questions to participants?
    Have you applied public relations activities to your business?
    What did it involve?
    Media release
    Meeting/seminar
    Digital/social media
    Customer information
    Briefings
    Lobbying
    Other
  • 16. Consider all audience interactions
  • 17. Whyutilise it?
    • Can significantly enhance your marketing efforts
    • 18. Can help you to build solid content/differentiated USPs
    • 19. Can generate powerful advocates/supporters
    • 20. Can assist in protecting your reputation
    • 21. Small actions can make significant impact
  • When to use it?
    PROACTIVE
    • New product/service
    • 22. Change in business strategy/directional change
    • 23. Significant milestone
    • 24. Major growth requirement
    • 25. Establishing a new issue/need?
    REACTIVE
    • Manage reputation
    • 26. Contain issue/crisis
  • How to use it?
    • Start with simple steps
    • 27. Dedicate time to focus on it
    • 28. No need to constantly communicate
    • 29. Engage a consultant with larger/complex tasks
  • How – four step process?
    END RESULT
    Set your ultimate business objective
    Make it highly specific and measurable
    • X number of additional customers
    • 30. Increase in enquiries
    • 31. Securing x additional business leads
    • 32. Increase in sales of X%
  • How – four step process?
    2. TARGET AUDIENCE
    Who is your ultimate audience? Be as specific as you can
    • Age, sex, occupation, family/single
    • 33. Earnings
    • 34. Metro/regional
    • 35. Size of business
    • 36. Age/location of business
    • 37. Type of business
  • How – four step process?
    3. MESSAGES
    Simple statements/key points that state your case/offer
    • What does your audience currently think?
    • 38. What do they need to think?
    • 39. What hurdles/barriers may prevent them getting there?
    Build messages with rational/emotional content
    Provide evidence/substance
  • 40. How – four step process?
    4. DELIVERY
    • Media editorials
    • 41. Hosting meetings/seminars
    • 42. One-on-one briefings/interactions
    • 43. Direct delivery – mail/email
    • 44. Online communications
    • 45. Presence at events
    Think creatively:
    • Must stand out clearly
    • 46. Strong differentiation
    • 47. Impact
  • Working with the media
    Do I have a story?
    • New product/offer
    • 48. Important data
    • 49. Highly topical information
    • 50. Strong stakeholder support
    • 51. Case studies
    Pitching the story?
    • Media Kit
    • 52. Media release & Fact Sheets
    • 53. Identify priority journalist
    • 54. Approach verbally/email
    • 55. Actively follow-up
  • For more inspiring interviews visit the herBusiness podcast on iTunes
  • 56. www.abn.org.au