Anna Hern<br />The Changing face of PR<br />
Please note......<br />This is only a power point – it is not intended to stand alone and only makes sense as part of a li...
Some familiar faces<br />Over 70%of architects read journals regularly<br />72%of readers look for technical information<b...
Gaining coverage<br />Press relations:<br />Sublime writing<br />Technical understanding<br />Market knowledge<br />Editor...
Technical features<br />ABC&D<br />Building Products <br />HABM<br />
Case study potential<br />Building Design<br />Independent.co.uk<br />AJ/Footprints<br />Building<br />
Using all the channels<br />Set the objective<br />Find the audience<br />Identify the channels<br />Deliver the content<b...
Paid-for content<br />Press relations<br />Media Buying<br />
Leveraging the database<br />High quality database<br />Totally measurable<br />Interactive when appropriate<br />Refining...
Engagement<br />CPD 92%<br />Online seminar 21%<br />Exhibitions 42%<br />Social Media:Facebook39%<br />		  Linked in 33%<...
Search engines<br />Are search engines used to identify products?<br />2%<br />2%<br />2%<br />2%<br />2%<br />2%<br />2%<...
Search engines<br />Blog posts<br />Blog posts<br />Blog posts<br />Blog posts<br />Blog posts<br />Video / webinar<br />P...
Where PR comes in<br /><ul><li>Content strategy
Identify keywords
Be specific and consistent
Ensure all content is optimised
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Marketing to architects

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Marketing to architects presenation at CIMCIG event, February 2011. Presented by Anna Hern, Ridgemount PR

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Marketing to architects

  1. 1. Anna Hern<br />The Changing face of PR<br />
  2. 2. Please note......<br />This is only a power point – it is not intended to stand alone and only makes sense as part of a live presentation.<br />If you would like to see the full presentation – and therefore understand the argument – please contact me.<br />Anna.hern@ridgemountpr.co.uk<br />020 8943 9349<br />
  3. 3. Some familiar faces<br />Over 70%of architects read journals regularly<br />72%of readers look for technical information<br />96%read new product information<br />
  4. 4. Gaining coverage<br />Press relations:<br />Sublime writing<br />Technical understanding<br />Market knowledge<br />Editorial contacts<br />Persuasive selling<br />
  5. 5. Technical features<br />ABC&D<br />Building Products <br />HABM<br />
  6. 6. Case study potential<br />Building Design<br />Independent.co.uk<br />AJ/Footprints<br />Building<br />
  7. 7. Using all the channels<br />Set the objective<br />Find the audience<br />Identify the channels<br />Deliver the content<br />Measure the results<br />Blogs, ezines, press relations, link-building<br />3 Weeks after launch: 70 registered teachers from 45 colleges<br /> 1,145 student log-ins<br />
  8. 8. Paid-for content<br />Press relations<br />Media Buying<br />
  9. 9. Leveraging the database<br />High quality database<br />Totally measurable<br />Interactive when appropriate<br />Refining content<br />Press relations<br />Media buying<br />Publishing<br />
  10. 10. Engagement<br />CPD 92%<br />Online seminar 21%<br />Exhibitions 42%<br />Social Media:Facebook39%<br /> Linked in 33%<br /> Twitter* 14%<br />*38%not allowed to use social networks at work<br />23,000UK architects<br />11,329 practices<br />50% employed in practices of less than 10<br />Government construction statistics 2009<br />How many conversations can you have?<br />
  11. 11. Search engines<br />Are search engines used to identify products?<br />2%<br />2%<br />2%<br />2%<br />2%<br />2%<br />2%<br />2%<br />2%<br />2%<br />2%<br />2%<br />2%<br />2%<br />2%<br />2%<br />2%<br />2%<br />2%<br />2%<br />Search engine used the most<br />2%<br />2%<br />2%<br />2%<br />2%<br />2%<br />2%<br />2%<br />96%<br />96%<br />96%<br />96%<br />96%<br />96%<br />96%<br />96%<br />96%<br />
  12. 12. Search engines<br />Blog posts<br />Blog posts<br />Blog posts<br />Blog posts<br />Blog posts<br />Video / webinar<br />Press releases<br />Website<br />Source: SMPR<br />
  13. 13. Where PR comes in<br /><ul><li>Content strategy
  14. 14. Identify keywords
  15. 15. Be specific and consistent
  16. 16. Ensure all content is optimised
  17. 17. Use as many distribution channels as you can</li></ul>Press relations<br />Media buying<br />Publishing<br />Search engine optimisation<br />
  18. 18. The Future?<br />
  19. 19. Types of PR Content<br />Video clips / webcasts<br />Blog posts<br />Advertorials, sponsored content<br />Seminars and lectures events<br />PR content strategy<br />Photography<br />Podcast /Audio bulletins<br />Press releases and articles / features<br />Webinars <br />Presentation / slide shares<br />Social networking messages<br />e-zinesto database<br />
  20. 20. Anna Hern<br />Press relations<br />Media buying<br />Publishing<br />Engagement<br />Search engine <br />optimisation<br />Content<br />Content<br />Content<br />
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