Some names we have worked with<br />
Today<br />Advertising vs PR<br />How to spot the news in your business<br />How to create news<br />‘Selling in’ your sto...
What is PR ?<br />“The planned and sustained communications between an organisation and the audiences that matter to it - ...
Have the end in mind<br />Who do I need to reach….?<br />What do I want them to do….?<br />So, what must they think about ...
How<br />Today…the media…<br />
Advertising vs PR <br />What’s the difference?<br />
Advertising vs PR<br />Advertising = control <br /><ul><li>Can dictate what, when and where
With PR you can’t</li></li></ul><li>Advertising vs PR<br />PR = believable <br /><ul><li> You will believe editorial, you ...
 Editorial is 3.5 times more powerful than advertising</li></li></ul><li>Advertising vs PR<br />PR=Value for money<br /><u...
 You can’t advertise everywhere…
 But you can publicise everywhere!</li></li></ul><li>Advertising vs PR<br />Your Natural Talent<br />Smaller companies are...
News<br />
Classic news<br />Award wins<br />Business wins<br />Expansion<br />Product/service launch<br />Appointment<br />Charity e...
Creating news?<br />Piggyback on wider news<br />Host an event<br />Sponsor something relevant<br />Give a talk/lecture<br...
Tools for creating news<br />FENS<br />Google alerts<br />Web polls – Linkedin<br />
What are <br />the rules?<br />
Always think ‘so what’<br />News that’s important to you doesn’t necessarily matter to the reader, viewer or listener!<br ...
Building in the ‘so what’…<br />New office<br />New product<br />
Power words!<br />
Selling in your story...<br />
Have I got news for you!<br />Timely <br />60 seconds pitch<br />Introduce yourself<br />Get to the punchline of your stor...
Looking like a leader<br />
Looking like a leader<br />Expert Guides<br />Research<br />
Expert Guides<br />
Expert Guides<br />Launch it in media<br />Expert feature material<br />Site download – but data capture<br />Blog/Tweet a...
Research<br />
Research<br /><ul><li>Tactical poll
On your website
Drive people you know to take part
Interesting and topical
Supplement your news with relevant stats
Plug news gaps or support a story</li></li></ul><li>What do we mean?<br />
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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

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  • Introduction by someone else…
  • Introduction by someone else…
  • Introduction by someone else…
  • Introduction by someone else…
  • Louise Findlay-Wilson, PR Pro, BIG Jelly 25th March 2011

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