Your SlideShare is downloading. ×
  • Like
  • Save
Learning the 'Art' of 'Spin' with Anne-Marie Sparrow Webinar
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.


Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

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


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?
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.

Published in Education , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads


Total Views
On SlideShare
From Embeds
Number of Embeds



Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

    No notes for slide


  • 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
    Digital/social media
    Customer information
  • 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?
    • New product/service
    • 22. Change in business strategy/directional change
    • 23. Significant milestone
    • 24. Major growth requirement
    • 25. Establishing a new issue/need?
    • 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?
    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?
    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?
    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?
    • 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.