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Louise Findlay-Wilson, PR Pro, BIG Jelly 25th March 2011
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Louise Findlay-Wilson, PR Pro, BIG Jelly 25th March 2011

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This is the presentation by Louise Findlay-Wilson of PR Pro on how to make your business famous, delivered to the BIG Jelly on 25th March 2011

This is the presentation by Louise Findlay-Wilson of PR Pro on how to make your business famous, delivered to the BIG Jelly on 25th March 2011

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  • Transcript

    • 1.
    • 2. Some names we have worked with
    • 3. Today
      Advertising vs PR
      How to spot the news in your business
      How to create news
      ‘Selling in’ your story
      Looking like a market leader/expert
      Social media – where does it fit?
    • 4. What is PR ?
      “The planned and sustained communications between an organisation and the audiences that matter to it - driving that audience to behave in a certain way”
    • 5. Have the end in mind
      Who do I need to reach….?
      What do I want them to do….?
      So, what must they think about us….?
    • 6.
    • 7. How
      Today…the media…
    • 8. Advertising vs PR
      What’s the difference?
    • 9. Advertising vs PR
      Advertising = control
      • Can dictate what, when and where
      • 10. With PR you can’t
    • Advertising vs PR
      PR = believable
      • You will believe editorial, you won’t believe an ad
      • 11. Editorial is 3.5 times more powerful than advertising
    • Advertising vs PR
      PR=Value for money
      • Advertising costs loads of money – PR is FREE
      • 12. You can’t advertise everywhere…
      • 13. But you can publicise everywhere!
    • Advertising vs PR
      Your Natural Talent
      Smaller companies are FAR better suited to PR than big businesses !!
    • 14. News
    • 15. Classic news
      Award wins
      Business wins
      Expansion
      Product/service launch
      Appointment
      Charity event
      Anniversary
      Human interest
    • 16. Creating news?
      Piggyback on wider news
      Host an event
      Sponsor something relevant
      Give a talk/lecture
      Run a competition
      Make a prediction
      Express an opinion
    • 17. Tools for creating news
      FENS
      Google alerts
      Web polls – Linkedin
    • 18. What are
      the rules?
    • 19. Always think ‘so what’
      News that’s important to you doesn’t necessarily matter to the reader, viewer or listener!
      If it doesn’t pass the ‘so what’ rule, don’t bother
    • 20. Building in the ‘so what’…
      New office
      New product
    • 21. Power words!
    • 22. Selling in your story...
    • 23. Have I got news for you!
      Timely
      60 seconds pitch
      Introduce yourself
      Get to the punchline of your story
      If you were in a pub and it was an anecdote,
      how would you tell it?
    • 24. Looking like a leader
    • 25. Looking like a leader
      Expert Guides
      Research
    • 26. Expert Guides
    • 27. Expert Guides
      Launch it in media
      Expert feature material
      Site download – but data capture
      Blog/Tweet about it
      Link back to it
      At exhibitions
      Customer giveaways
      Basis for events
    • 28. Research
    • 29. Research
      • Tactical poll
      • 30. On your website
      • 31. Drive people you know to take part
      • 32. Interesting and topical
      • 33. Supplement your news with relevant stats
      • 34. Plug news gaps or support a story
    • What do we mean?
    • 35. What do we mean?
      “Although 65% of women know how to change a wheel, only 10% would feel confident enough to put the knowledge into practice according to a survey by ABC Garage...which today announced that it is running special workshops for female motorists.”
    • 36. Social Media...where does it fit?
    • 37.
      • Find your contacts and customers
      • 38. Don’t just broadcast! Engage
      • 39. Twitter Search
      • 40. Customer care
      • 41. Be real, be human, be useful - don’t just sell
      • 42. Measure, measure, measure
      • Read weekly updates and act on them
      • 43. Polls – use to feed PR campaign
      • 44. Answer questions – to show expertise
      • 45. Join groups to find new contacts/shared interests
      • 46. Create your own group?
      • 47. Identify 50 companies you’d like to work with
    • Louise Findlay-Wilson – Linkedin
      PrPro Group - Linkedin
      @Louisefw - twitter
      T:01993 825916
      Special – today only - PrPro Masterclass deal!!