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