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PublicitySuccessWebinar020708

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The Publicity Success Webinar presentation from 2 July 2008

The Publicity Success Webinar presentation from 2 July 2008

Published in: Business, Career

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  • 1. Know-How Now Business Success Webinar Series. sponsored by: Something to Talk About? PR Strategies to Give Your Business a Voice
  • 2. Something to Talk About? PR Strategies to Give Your Business a Voice. Suzi Dafnis Australian Businesswomen’s Network
  • 3. Something to Talk About? PR Strategies to Give Your Business a Voice. Fiona De Zotti Australian Businesswomen’s Network
  • 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. 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.
    • What is PR?
    • When do I have a story to tell?
    • The Media Landscape
    • The media release
    Agenda Something to Talk About? PR Strategies to Give Your Business a Voice.
  • 7.
    • A deliberate, planned and sustained effort to institute and maintain mutual understanding between an organisation and its publics
    • The marketing mix could include:
    What is PR? Something to Talk About? PR Strategies to Give Your Business a Voice.
    • Media relations
    • Advertising
    • Direct mail
    • Community relations
    • Special Events
    • Newsletters
    • Sponsorships
    • Speaking Opportunities
  • 8.
    • Have You…..
    • Written a media release?
    • Contacted a journalist with a story idea?
    • Generated media coverage for your company?
    You and PR Something to Talk About? PR Strategies to Give Your Business a Voice.
  • 9.
    • Launch a new product
    • Increasing awareness
    • 3 rd party endorsement adds credibility
    • Profile building for possible business sale or deal
    • Attract staff
    Why do PR? Something to Talk About? PR Strategies to Give Your Business a Voice.
  • 10.
    • Novelty
    • Trends and Issues
    • Proximity
    • Human Interest
    What makes news? Something to Talk About? PR Strategies to Give Your Business a Voice.
    • Prominence
    • Conflict
    • Impact
    • Currency
  • 11.
    • Conduit of information for your key audiences
    • “ Stand in” for viewers or readers
    • Public filters
    • Want a good story
    • Breaking news
    • Features and trends
    • Trained to skeptical and inquisitive
    Journalist Traits Something to Talk About? PR Strategies to Give Your Business a Voice.
  • 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. 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.
    • What is the average amount of time spent by a journalist reading a media release?
    • 10 Seconds?
    • 30 Seconds?
    • 60 Seconds?
    • 2 Minutes?
    Media Releases – A Poll Something to Talk About? PR Strategies to Give Your Business a Voice.
  • 15.
    • On average, journalists spend an average of 10 seconds reading each release
    • More than 85% of releases end up in the bin within 11 seconds
    • Some journalists get 40 media releases an hour
    Media Release Something to Talk About? PR Strategies to Give Your Business a Voice.
  • 16.
    • Write a good release
      • OR
    • Pitch a story to a specific publication
    • Develop a relationship with a journalist
    • Offer case studies
    Reaching the Media Something to Talk About? PR Strategies to Give Your Business a Voice.
  • 17. The Inverted Pyramid Something to Talk About? PR Strategies to Give Your Business a Voice.
  • 18.
    • Who, what, where, when, how and why?
    • Inverted Pyramid
    • The Cover Note
    • Language
    • The Headline
    • The Follow Up
    The Media Release Something to Talk About? PR Strategies to Give Your Business a Voice.
  • 19.
    • Consider why your information makes news
    • Understand the publication you are contacting and who their readers are
    • Write a great media release, and
    • Follow up!
    In Summary Something to Talk About? PR Strategies to Give Your Business a Voice.
  • 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. 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. Belonging has Benefits Pay-as-you-go membership is just $20 a month
  • 23.
    • Join the The Know-How Now Community
    • Start a discussion
    • Participate
    • Network
    What’s Next? Something to Talk About? PR Strategies to Give Your Business a Voice. Thank you!