Know-How  Now Business Success Webinar Series. sponsored by: Something  to  Talk About? PR Strategies to Give Your Busines...
Something  to  Talk About? PR Strategies to Give Your Business a Voice. Suzi Dafnis Australian Businesswomen’s Network
Something  to  Talk About? PR Strategies to Give Your Business a Voice. Fiona De Zotti Australian Businesswomen’s Network
Something  to  Talk About? PR Strategies to Give Your Business a Voice. Corrie McLeod Espresso Communications Corrie McLeo...
Something  to  Talk About? PR Strategies to Give Your Business a Voice. Kate Sykes careermums.com.au Kate Sykes is the fou...
<ul><li>What is PR? </li></ul><ul><li>When do I have a story to tell? </li></ul><ul><li>The Media Landscape </li></ul><ul>...
<ul><li>A deliberate, planned and sustained effort to institute and maintain mutual understanding between an organisation ...
<ul><li>Have You….. </li></ul><ul><li>Written a media release? </li></ul><ul><li>Contacted a journalist with a story idea?...
<ul><li>Launch a new product </li></ul><ul><li>Increasing awareness </li></ul><ul><li>3 rd  party endorsement adds credibi...
<ul><li>Novelty </li></ul><ul><li>Trends and Issues </li></ul><ul><li>Proximity </li></ul><ul><li>Human Interest </li></ul...
<ul><li>Conduit of information for your key audiences </li></ul><ul><li>“ Stand in” for viewers or readers </li></ul><ul><...
Media Outlet ‘Personallity’ Something  to  Talk About? PR Strategies to Give Your Business a Voice. Characteristics Look f...
Media Outlet ‘Personality’ Something  to  Talk About? PR Strategies to Give Your Business a Voice. Characteristics Variabl...
<ul><li>What is the average amount of time spent by a journalist reading a media release? </li></ul><ul><li>10 Seconds? </...
<ul><li>On average, journalists spend an average of 10 seconds reading each release </li></ul><ul><li>More than 85% of rel...
<ul><li>Write a good release </li></ul><ul><ul><li>OR </li></ul></ul><ul><li>Pitch a story to a specific publication </li>...
The Inverted Pyramid Something  to  Talk About? PR Strategies to Give Your Business a Voice.
<ul><li>Who, what, where, when, how and why? </li></ul><ul><li>Inverted Pyramid </li></ul><ul><li>The Cover Note </li></ul...
<ul><li>Consider why your information makes news </li></ul><ul><li>Understand the publication you are contacting and who t...
MentorNet Imagine the success  your business   could   achieve   with the  help of a Mentor. Hurry!  The next MentorNet pr...
Know-How  Now Business Success Webinar Series. Goverment Programs  and  Support for Small Business Need help? Get official...
Belonging has Benefits Pay-as-you-go  membership  is just  $20 a month
<ul><li>Join the The Know-How Now Community </li></ul><ul><li>Start a discussion </li></ul><ul><li>Participate </li></ul><...
Upcoming SlideShare
Loading in...5
×

PublicitySuccessWebinar020708

645

Published on

The Publicity Success Webinar presentation from 2 July 2008

Published in: Business, Career
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
645
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

PublicitySuccessWebinar020708

  1. 1. Know-How Now Business Success Webinar Series. sponsored by: Something to Talk About? PR Strategies to Give Your Business a Voice
  2. 2. Something to Talk About? PR Strategies to Give Your Business a Voice. Suzi Dafnis Australian Businesswomen’s Network
  3. 3. Something to Talk About? PR Strategies to Give Your Business a Voice. Fiona De Zotti Australian Businesswomen’s Network
  4. 4. Something to Talk About? PR Strategies to Give Your Business a Voice. Corrie McLeod Espresso Communications Corrie McLeod is the managing director and founder of Espresso Communications, a full-service communications consultancy. Established in 2004, Espresso adopts a distinct flavour in connecting with its stakeholders and its communication techniques including client counsel and relating with clients audiences.
  5. 5. Something to Talk About? PR Strategies to Give Your Business a Voice. Kate Sykes careermums.com.au Kate Sykes is the founder of www.careermums.com.au - the first national online jobs board and candidate board connecting skilled parents to flexible and part time jobs. Employers and recruiters can list their full time, part time, job share, contract, casual, freelance and volunteer jobs on CareerMums for 30 days.
  6. 6. <ul><li>What is PR? </li></ul><ul><li>When do I have a story to tell? </li></ul><ul><li>The Media Landscape </li></ul><ul><li>The media release </li></ul>Agenda Something to Talk About? PR Strategies to Give Your Business a Voice.
  7. 7. <ul><li>A deliberate, planned and sustained effort to institute and maintain mutual understanding between an organisation and its publics </li></ul><ul><li>The marketing mix could include: </li></ul>What is PR? Something to Talk About? PR Strategies to Give Your Business a Voice. <ul><li>Media relations </li></ul><ul><li>Advertising </li></ul><ul><li>Direct mail </li></ul><ul><li>Community relations </li></ul><ul><li>Special Events </li></ul><ul><li>Newsletters </li></ul><ul><li>Sponsorships </li></ul><ul><li>Speaking Opportunities </li></ul>
  8. 8. <ul><li>Have You….. </li></ul><ul><li>Written a media release? </li></ul><ul><li>Contacted a journalist with a story idea? </li></ul><ul><li>Generated media coverage for your company? </li></ul>You and PR Something to Talk About? PR Strategies to Give Your Business a Voice.
  9. 9. <ul><li>Launch a new product </li></ul><ul><li>Increasing awareness </li></ul><ul><li>3 rd party endorsement adds credibility </li></ul><ul><li>Profile building for possible business sale or deal </li></ul><ul><li>Attract staff </li></ul>Why do PR? Something to Talk About? PR Strategies to Give Your Business a Voice.
  10. 10. <ul><li>Novelty </li></ul><ul><li>Trends and Issues </li></ul><ul><li>Proximity </li></ul><ul><li>Human Interest </li></ul>What makes news? Something to Talk About? PR Strategies to Give Your Business a Voice. <ul><li>Prominence </li></ul><ul><li>Conflict </li></ul><ul><li>Impact </li></ul><ul><li>Currency </li></ul>
  11. 11. <ul><li>Conduit of information for your key audiences </li></ul><ul><li>“ Stand in” for viewers or readers </li></ul><ul><li>Public filters </li></ul><ul><li>Want a good story </li></ul><ul><li>Breaking news </li></ul><ul><li>Features and trends </li></ul><ul><li>Trained to skeptical and inquisitive </li></ul>Journalist Traits Something to Talk About? PR Strategies to Give Your Business a Voice.
  12. 12. Media Outlet ‘Personallity’ Something to Talk About? PR Strategies to Give Your Business a Voice. Characteristics Look for neighbourhood relevance; often more junior; fewer staff; Take wire reports Local Lower Credibility; highly sensational; typically inaccurate;consumer focused Tabloids Very emotive; can be more sensational; wide-read and spread; high credibility; consumer oriented General Interest Less opportunity for placements; very talented writers; trend oriented; mid-week deadlines Business Weeklies Well read in your community; set industry news standards; experienced journalists; more in-depth; highly specialised knowledge; easier deadlines Science/research Very hungry; set industry news standards; often staffed with more novice journalists; more in-depth; highly specialised knowledge; easier deadlines Trades Medium
  13. 13. Media Outlet ‘Personality’ Something to Talk About? PR Strategies to Give Your Business a Voice. Characteristics Variable news cycles; lots of space to fill; more irreverent; 24/7; less factual Internet Public markets; breaking news; “never ending” stories; short news cycles; limited features Wires Hard deadlines; “sectioned” out; hard news oriented Dailies All of the above and more stories; niche areas; softer news bias TV/Cable Top-line; hard deadlines; visual; emotional; competitive; fewer stories TV/Broadcast Medium
  14. 14. <ul><li>What is the average amount of time spent by a journalist reading a media release? </li></ul><ul><li>10 Seconds? </li></ul><ul><li>30 Seconds? </li></ul><ul><li>60 Seconds? </li></ul><ul><li>2 Minutes? </li></ul>Media Releases – A Poll Something to Talk About? PR Strategies to Give Your Business a Voice.
  15. 15. <ul><li>On average, journalists spend an average of 10 seconds reading each release </li></ul><ul><li>More than 85% of releases end up in the bin within 11 seconds </li></ul><ul><li>Some journalists get 40 media releases an hour </li></ul>Media Release Something to Talk About? PR Strategies to Give Your Business a Voice.
  16. 16. <ul><li>Write a good release </li></ul><ul><ul><li>OR </li></ul></ul><ul><li>Pitch a story to a specific publication </li></ul><ul><li>Develop a relationship with a journalist </li></ul><ul><li>Offer case studies </li></ul>Reaching the Media Something to Talk About? PR Strategies to Give Your Business a Voice.
  17. 17. The Inverted Pyramid Something to Talk About? PR Strategies to Give Your Business a Voice.
  18. 18. <ul><li>Who, what, where, when, how and why? </li></ul><ul><li>Inverted Pyramid </li></ul><ul><li>The Cover Note </li></ul><ul><li>Language </li></ul><ul><li>The Headline </li></ul><ul><li>The Follow Up </li></ul>The Media Release Something to Talk About? PR Strategies to Give Your Business a Voice.
  19. 19. <ul><li>Consider why your information makes news </li></ul><ul><li>Understand the publication you are contacting and who their readers are </li></ul><ul><li>Write a great media release, and </li></ul><ul><li>Follow up! </li></ul>In Summary Something to Talk About? PR Strategies to Give Your Business a Voice.
  20. 20. MentorNet Imagine the success your business could achieve with the help of a Mentor. Hurry! The next MentorNet program starts on 23 September . Grow your Business with the help of a Mentor
  21. 21. Know-How Now Business Success Webinar Series. Goverment Programs and Support for Small Business Need help? Get official information on grants, financial aid, skill training and other benefits from both the state and federal government. It's easier than you think. Programs and funding to help your business grow National - 16 July 2008 sponsored by:
  22. 22. Belonging has Benefits Pay-as-you-go membership is just $20 a month
  23. 23. <ul><li>Join the The Know-How Now Community </li></ul><ul><li>Start a discussion </li></ul><ul><li>Participate </li></ul><ul><li>Network </li></ul>What’s Next? Something to Talk About? PR Strategies to Give Your Business a Voice. Thank you!

×