Chocolate PR Workshop

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  • Place examples in peoples seats – they hold up – product placement, news story, competition, expert tips, media event
  • Background slide for introductions PR, Choc Pr experience, How you can help us
  • We’ve just launched an new website for business women to shop on So what? It will help women find clothes that don’t exist on the high street So what? It means women can be professional and fashionable and shop from comfort of own home So what? We launched it out of personal experience and a gap in the market Why is this relevant to my readers? We’re from Leeds and launching with special registration for women in the city Why is it exciting – launched in city with naked bodypainted model to signify body as blank canvas – got some great shots – Brilliant please send it over!!
  • Can we put a link in so we actually watch this? Value £
  • http://www.youtube.com/watch?v=dk2AO67dn3w
  • http://www.youtube.com/watch?v=dk2AO67dn3w
  • Chocolate PR Workshop

    1. 1. Using PR In Your Business: A Hands On Approach Jo Swann, Chocolate Pr
    2. 2. intros Our Activity Programme Arrival at 14:00  (coffee/tea) Workshop commences, Introduction – 14.15 What is PR & PR in Action 14.15-14.45 How you can use PR in your business – 14.45-15.45 Break -  15.45 (tea/coffee, biscuits) Event re-commences – 16.00 Campaign planning and the press release 16.00-16.45 Measuring ROI and your action plan – 16.45-17.00 Questions... and to the bar – 17.00-17.30
    3. 3. <ul><li>your name </li></ul><ul><li>your company </li></ul><ul><li>why you’re interested in pr </li></ul><ul><li>what is PR to you? </li></ul>Hello! Introductions...
    4. 4. 1. What is PR? … . And What Isn't? An introduction Chocolate PR Style
    5. 5. A little challenge…
    6. 6. Sponsorship <ul><li>a mixture of pr and advertising </li></ul><ul><li>paid for space </li></ul><ul><li>engages with the reader more than an advert </li></ul><ul><li>good brand associations </li></ul><ul><li>positions you as an expert </li></ul>
    7. 7. Competitions <ul><li>free space </li></ul><ul><li>only cost is giving away products </li></ul><ul><li>can sometimes pay for entrants details </li></ul><ul><li>great for service based companies too </li></ul><ul><li>good opportunity to hook up with other brands </li></ul>
    8. 8. PR stunts <ul><li>free space </li></ul><ul><li>the better the pr stunt, the more column inches! </li></ul><ul><li>picture led </li></ul><ul><li>get people talking </li></ul><ul><li>shows your creativity </li></ul>
    9. 9. Product Placement <ul><li>free space </li></ul><ul><li>the pick of the bunch </li></ul><ul><li>position your product as the best </li></ul><ul><li>trade and consumer mags </li></ul><ul><li>... xmas gift guides </li></ul>
    10. 10. Social Media <ul><li>a type of pr </li></ul><ul><li>completely free! </li></ul><ul><li>you can talk about your products and services </li></ul><ul><li>upsell indirectly </li></ul><ul><li>position yourself as an expert </li></ul><ul><li>connect with new people </li></ul><ul><li>talk about events </li></ul><ul><li>create polls </li></ul>
    11. 11. So now you're all on board with the power of pr Let us tell you a bit more about it…
    12. 12. The Definition: Public relations is the practice of managing the communication between an organisation and its publics. Public relations gains an organisation or individual exposure to their audiences using topics of public interest and news items that do not require direct payment.
    13. 13. PR In Action..
    14. 14. Brand PR – Customer Focus <ul><li>survey </li></ul><ul><li>competition </li></ul><ul><li>spokespeople </li></ul><ul><li>thought leaders </li></ul><ul><li>alignment </li></ul>
    15. 15.
    16. 16. 2. Using PR in your business
    17. 17. <ul><li>Why use PR </li></ul><ul><li>in your business ? </li></ul><ul><li>Make sure your clients and potential clients choose you over your competitors </li></ul><ul><li>Make sure they: </li></ul><ul><li>know of you </li></ul><ul><li>are constantly reminded of you </li></ul><ul><li>like you </li></ul><ul><li>trust you </li></ul><ul><li>align with you </li></ul><ul><li>Choose you. </li></ul><ul><li> </li></ul>
    18. 18. <ul><li>Defining your brand values </li></ul><ul><li>What is it you want to portray about your business? What matters to your customers? </li></ul><ul><li>Is it important you are seen as: </li></ul><ul><li>innovative </li></ul><ul><li>safe </li></ul><ul><li>community minded </li></ul><ul><li>creative </li></ul><ul><li>related to value </li></ul><ul><li>a thought leader </li></ul><ul><li>This must be defined to ensure PR hits the mark </li></ul><ul><li> </li></ul>
    19. 19. B2B PR
    20. 20. B2B PR
    21. 21. <ul><li>D efining objectives for each activity </li></ul><ul><ul><ul><ul><li>Increase sales </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Influence opinion </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Inform of a new product or service </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Develop goodwill, create loyalty </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Illustrate brand values </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Raise profile for credibility and further pr opportunities </li></ul></ul></ul></ul><ul><ul><ul><ul><li> </li></ul></ul></ul></ul>
    22. 22. <ul><li>So….what’s your story? </li></ul><ul><li>Launch </li></ul><ul><li>Announcement </li></ul><ul><li>Comment </li></ul><ul><li>New Appointment </li></ul><ul><li>Success </li></ul><ul><li>Innovation…. </li></ul>
    23. 23. <ul><li>PR Stories: The Rules: </li></ul><ul><li>Be topical </li></ul><ul><li>Be interesting </li></ul><ul><li>Be timely </li></ul><ul><li>Be newsworthy </li></ul><ul><li>Be relevant </li></ul><ul><li>Make it a ‘story’ </li></ul><ul><li>Remember this is NOT an advert </li></ul>
    24. 24. So….what’s your story? . Eg Jo & Amy … the “so what?” test
    25. 26. Your turn...
    26. 27. Time for a break...
    27. 28. <ul><li>what kind of presence do they have with your customers? </li></ul><ul><li>what are they doing re marketing/pr? </li></ul><ul><li>google search – what’s their online presence like? </li></ul><ul><li>how can you kick them out of touch? </li></ul>3. Planning your campaign: Research your competitors
    28. 29. <ul><li>Look at your business plan </li></ul><ul><li>Marketing activity </li></ul><ul><li>Themes and Topics e.g. forward features </li></ul><ul><li>Specific times of year/Diary Dates </li></ul>Planning your campaign: Look at current activity and timings
    29. 30. Reaching your Customers Media 1. Print Media (papers) 2. Glossy Mags 3. Radio 4.TV 5.Online Your Pr Channels Directly 1. Events 2. Focus Groups 3. PR Stunts 4. Partnership Marketing
    30. 31. <ul><li>Titles </li></ul><ul><li>Options </li></ul>Identifying your Media:
    31. 32. Your press release: You’ve found your angle – now put in on paper... Have a go at writing the first paragraph of a press release for one of these publications... don't be afraid to be creative! 1. Yorkshire Post business pages 2. on:lifestyle
    32. 33. Your press release: <ul><li>Tips for success </li></ul><ul><li>Include: </li></ul><ul><li>Strong headline </li></ul><ul><li>5Ws in first para: Who, what, where, when, why </li></ul><ul><li>Make it timely </li></ul><ul><li>Make it engaging </li></ul><ul><li>Make it relevant to audience </li></ul>
    33. 34. Your Best bits...
    34. 38. 1. Know the journalist 2. Know the magazine 3. Know what they're working on 4. Know their deadlines ... we do! Pitching etiquette
    35. 39. What would you hope to achieve?
    36. 42. <ul><li>Sales increase </li></ul><ul><li>Web hits </li></ul><ul><li>Opinion forming </li></ul><ul><li>Brand relevance </li></ul><ul><li>Customer engagement </li></ul><ul><li>Expert credibility </li></ul><ul><li>Media value coverage ROI </li></ul>PR Effectiveness measurements: Did the activity achieve its objectives?
    37. 43. Measuring Media Coverage Value:
    38. 44. So… The power of pr What 1 word would you now use to describe it? Let's revisit your first thoughts..
    39. 45. Using this info..Your next steps What are you going to do over the next 3 months? Your packs Do something…and you’ll be noticed
    40. 46. We believe in PR but we're not the only ones... A word from a true business brain… http://www.youtube.com/watch?v=dk2AO67dn3w .

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