Workshop PR and AR 2.0


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Workshop PR and AR 2.0

  1. 1. Workshop: Public and Analyst Relations 2.0 Advanced PR and AR Techniques That Get Results December 21, 2009
  2. 2. Agenda Part 1: PR Session How to “sell” PR to your management as an asset and not as an expense. What’s the Plan? 8 Step Guide to a workable plan for PR Where the “new” meets the “old”: Integrating Traditional and Online PR Tactics Let’s be social: Advanced Techniques in Online PR: Facebook, Twitter, Bloggers and more Part 2: AR Session Get Exposure, Insight and Influence in One Package: A Technology Analyst How to Integrate Analysts into your Media mix. PR vs. AR: How is Analyst Relations different than Public Relations? Part 3: How to Choose & Manage a PR Agency for Better Results Part 4: Practice Sessions Advanced Press Release Techniques Media Training Activities
  3. 3. Your Workshop Presenters Nancy Shapira-Aronovic The Founder and Manager of Gelbart Kahana‘s Global Marketing Former Director of Corporate Marketing for the Formula Group Blogger on Marketing, AR, PR and SM: Cathy Caldeira Founder and Partner, Metis Communications 15+ year veteran of high tech PR industry Courtney Hurst Founder and Partner, Metis Communications 15+ years of experience in business ownership and marketing communications 3
  4. 4. Gelbart Kahana Gelbart Kahana is Israel's largest and most prominent investor relations and financial public relations firm, advising and handling over 100 Israeli companies on all aspects of communications Gelbart Kahana is the only full service office in Israel offering Investor Relations (IR), Public Relations (PR) and Industry Analyst Relations (AR)
  5. 5. Metis Communications Founded 2005 Boston, MA 13 employees 5
  6. 6. Workshop Goals PR and AR (Analyst Relations) are tools that drive new customers to your doorstep. The workshop goal is give you new tools to create strategic PR and AR programs that get results. 6
  7. 7. PR Session Agenda 1. How to ―sell‖ PR to your management as an asset and not as an expense 2. What‘s the Plan? 8 Step Guide to a Workable Plan for PR 3. Where the ―new‖ meets the ―old‖: Integrating Traditional and Online PR Tactics 4. Let‘s be social: Advanced Techniques in Online PR: Facebook, Twitter, Bloggers and more 7
  8. 8. What is Public Relations? Public relations (PR) is the management of internal and external communication of an organization to create and maintain a positive image.
  9. 9. Why PR? I don’t know who you are. I don’t know I don’t know about your product. your reputation. I don’t know I don’t know your company’s who your record. customers are. “Now – what was it you wanted to sell me?” 9
  10. 10. Craft Your Message Generate Communicate Leads Your Message Engage with Increase Customers and Credibility Partners Level the Competitive Landscape 10
  11. 11. How to ―sell‖ PR to your management as an asset and not as an expense Attract prospects Customer service Increase revenues Reputation and crisis management Show them what your competitors are doing Demonstrate results 11
  12. 12. What to measure? Source: Metrics Man blog 12
  13. 13. 8 Step Guide to a workable plan for PR 1. Define what PR is for you 2. Market evaluation – what‘s your opportunity? 3. Competitive analysis 4. Create goals and objectives 5. Identify your key messages 6. Establish PR framework 7. Determine your components 8. Gather your content 13
  14. 14. Integrating Traditional and Online PR Tactics The Rules of Marketing and PR are Changing "One-way interruption marketing is yesterday's message," says David Meerman Scott. Do not interrupt the customer, Scott advises marketers, but instead use the Web to deliver useful content at "the precise moment that a buyer needs it." R&printsec=frontcover&source=bn&hl=en&ei=emeiSvXXJpGCmgPh4bGqAw&sa=X&oi= book_result&ct=result&resnum=5#v=onepage&q=&f=false
  15. 15. Ye Olde PR Rules Nobody saw the actual press release except a handful of reporters and editors. You had to have significant news before you were allowed to write a press release. A release had to include quotes from third parties, such as customers, analysts and experts. The only way your buyers would learn about the press release‘s content was if the media wrote a story about it. The only way to measure the effectiveness of press releases was through ―clip books,‖ which collected every time the media deigned to pick up your release (David Meerman Scott, The New Rules of Marketing and PR, 2007)
  16. 16. New Rules of PR • Don‘t just send press releases when ―big news‖ is happening; find good reasons to send them all the time. • Instead of just targeting a handful of journalists, create press releases that appeal directly to your buyers. • Write releases replete with keyword-rich copy. • Create links in releases to deliver potential customers to landing pages on your website. • Optimize press release delivery for searching and browsing. • Drive people into the sales process with press releases. (David Meerman Scott, The New Rules of Marketing and PR, 2007)
  17. 17. The Differences between PR 1.0 and PR 2.0 PR 1.0 PR 2.0 Focus on Focus on Presentation and Conversation content dissemination Controlled Messages Dialogue Feedback is a Linear Feedback is 24/7 process Eloquence is Vital Truth and Transparency
  18. 18. What are the goals for PR 2.0? Do you want to: • Reach your buyers directly? • Drive traffic to your website? • Achieve high rankings on search engines? • Attract buyers who are looking for what you offer? • Move people into and through the sales process? • Compete more effectively? (David Meerman Scott, The New Rules of Marketing and PR, 2007)
  19. 19. PR 2.0: The Audience • Your primary audience is no longer just a handful of journalists • Your audience is millions of people with Internet connections, and access to search engines and RSS readers
  20. 20. Interactive/Online/Web PR/PR 2.0 Interactive public relations, or interactive PR, is the practice of using Internet tools and technologies such as search engines, Web 2.0 social bookmarking, new media relations and blogging. Interactive PR differs from traditional PR in two important respects:
  21. 21. Key Elements of PR 2.0 Press release content optimization for search engines, to help with SEO efforts Promotion of press releases and thought-leadership content through social media sites, as well as participation in community discussions Promotion through bloggers who are influential on relevant topics Creation of an internal corporate or organization blog Establishment of relationships with new media editors and publishers (online news sites, portal sites and ezines) Web-based press release distribution Online press rooms Automated monitoring of online press coverage of the organization, its products or services, and the use of its brands and trademarks, often through a service such as Google Alerts Production and promotion of podcasts and webinars
  22. 22.
  23. 23. Let‘s Be Social: Advanced Techniques in Online PR: Facebook, Twitter, Bloggers and more Goals of Social Media: Online Engagement: Join the Conversation Get Found Online: Content Strategy Content Syndication: Create Objects 23
  24. 24. Advanced Techniques in Online PR: Facebook, Twitter, Bloggers and more Online Engagement – Join the Conversation Blogs – THE SOCIAL MEDIA CENTER Blogger outreach – public commenting Twitter LinkedIn Facebook Flickr SlideShare Online Forums 24
  25. 25. Advanced Techniques in Online PR: Facebook, Twitter, Bloggers and more Get Found - Increase your Online Authority The key to getting found online is creating quality content that others want to link to ―Every link to your website is considered a "vote" for your site. It tells search engines that the page linking to you considers your site important for the link text.‖ Source: HubSpot 25
  26. 26. Advanced Techniques in Online PR: Facebook, Twitter, Bloggers and more Content Syndication & Optimization Create content ―objects‖ Write once, use often Types of content: webinars, whitepapers, byline articles, editorial articles, photos, videos, presentations, blogs, podcasts, resource kits, events and more Organize all content in the same way – keywords, titles, tags, descriptions, links 26
  27. 27. Case Study: Dell on Twitter How Dell is using Twitter to increase Sales: http://social-media- using-twitter-to-increase-sale/
  28. 28. Newswire Agencies Using New Tools Social Media 2.0 Example of a template: Example of a release:
  29. 29. PR Resources Online PR Glossary,com_glossary/func,display/lette r,E/Itemid,125/catid,1/page,1/ Public Relations Society of America PR Toolkit and references Complimentary ebook on the New Rules of PR and Marketing
  30. 30. PR Resources Useful Links • • everyone-in- pr/ _A_Primer.pdf • •
  31. 31. Resources social-media-tools-for-pr-professionals- and-journalists/ l-media-pr/ 31
  32. 32. Part 2: AR Session Agenda Get Exposure, Insight and Influence in One Package: A Technology Analyst How to Integrate Analysts into your Media Mix PR vs. AR: How is Analyst Relations Different than Public Relations? 32
  33. 33. What is Analyst Relations (AR)? A two-way dialogue between vendors and industry experts with unique insight into marketplaces and their participants for the two-fold purpose of informing business strategies and influencing market behavior.
  34. 34. Definition of AR Analyst relations is a corporate communications and public relations activity whereby businesses aim to influence technology industry analysts (also known as research analysts) who work for independent research and consulting firms. The two largest U.S. research firms are Gartner (NASDAQ:IT) and Forrester Research (NASDAQ:FORR). Analyst Relations often reports into the corporate communications function, although it can also report to marketing, investor relations, sales, or a number of other groups.
  35. 35. What are AR‘s goals? To build and improve a company‘s image and brand in the industry To increase awareness of a company‘s activities/technology/goals To acquire valuable information from them To get the company on the analysts‘ radar
  36. 36. AR as a Marketing/Positioning Tool Industry Analysts influence 40-60% of high tech purchases and influence over $125B spending in Western Europe alone Over two-thirds of Fortune 1000 say analyst reports have a very strong influence on their perception of a company. Industry analysts play several roles within the IT sector— Insight, Influence, Exposure
  37. 37. Global Analyst Groups-over 400 A M R
  38. 38. How an Analyst Sees Your World Barriers to Entry Bargaining Bargaining Power of Power of Competitors/ Suppliers Customers Main players (you are here) Substitutes Based on Five Forces model Porter, Michael Competitive Strategy, HBS 1980
  39. 39. What Does the Analyst WANT to Know? Major changes in your Support, R&D plans company’s structure Sales figures, shipments, changes Your company’s Products in development regional presence Your view on the market New alliances Case studies Your company’s perception of the industry Your strategic intent Your customers
  40. 40. What Does the Analyst Know? Who’s buying, Advice on possible Competitors’ where, and why partners/alliances sales, plans Your customer – often Requests Possible new competitors better than you Competitor’s weak points Numbers, people, names, connections Your company’s perception in the industry Possibly – lots about their last assigned field, new to And more likely than not - your industry. more than you think.
  41. 41. Influence: How the Analysts Influence Deals 41
  42. 42. Analysts and Social Media Twitter: directory/ Blogs: analyst-blogs/ Linkedin: Gartner 51 Groups) 1334290725 Forrester 20 Groups: 727 42
  43. 43. AR Resources List of Analyst Firms List of Analyst Blogs My Blog: Best Practices Influencing the Influencers, William Hopkins Influencing+the+Influencers&ei=w2eiSsrnCon4zATjk5 2XCA&hl=en
  44. 44. Part 3: 5 Steps for Choosing a PR Agency 1. Determine your needs 2. Solicit recommendations 3. Make introductory calls 4. Schedule meetings/calls with top candidates 5. Evaluate their work and reputation 44
  45. 45. 1. Determine Your Needs What are your objectives? Content development, management and promotion Media, blogger and analyst relations Social media Speaking engagements and awards Crises communication? What is your budget? Evaluate your marketing budget to determine how much you can spend. 45
  46. 46. 2. Solicit Recommendations Ask colleagues for recommendations Ask media contacts who they like working with Which agencies can: answer routine questions about their clients? designate particular contacts for specific stories understand the media process and call with relevant story ideas at the proper time? 46
  47. 47. 3. Make Introductory Calls Are they currently accepting new clients? Do they have relevant technology experience? Do they excel in serving growing businesses? How do they measure success? Do they have a policy in place that prevents them from working with your competitors? 47
  48. 48. 4. Schedule Meetings Be open about your past PR experiences Are they prepared for the meeting with a proposal outlining their initial ideas? How do they staff their account teams? Who will actually do the work? What is their working style? Do the company cultures and individual personalities match? 48
  49. 49. 5. Evaluate Their Work and Reputation Ask and call on 2-3 references Does the agency return calls promptly? Are they proactive? Do they understand the technology and market? 49
  50. 50. Once You Select Your Agency, Transparency and Trust Are Critical Commit to the process Nurture the relationship Articulate business objectives and goals Share information Understand the media process Actively listen 50
  51. 51. Advanced Techniques – Press Releases Planning for PR development Create a press release calendar Identify your key news items Determine your company‘s key messages Create a list of ongoing analyst and customer references for quotes 51
  52. 52. What Makes for a Great Release? Distribute news: Corporate Product Strategy Event All releases must outline a strategic direction that resonates with your audiences. 52
  53. 53. How Newsworthy is your Release? You must answer two questions: ―Why should I read this now?‖ ―So what?‖ Your release is easily dismissed without a strong industry news angle or market relevance. KNOW YOUR AUDIENCE 53
  54. 54. Create Your Release Structure paragraph one = the most important news item or release summary paragraph two = market validation and further company context paragraph three = supporting market insight and validation paragraph four = third-party quote paragraph five = summary of key message paragraph six = provide online links to resources 54
  55. 55. Press Release Elements Keywords Images Videos Graphics Online links to company resources RSS feed Social bookmarking 55
  56. 56. Words to Avoid: Gobbledygook Clichés, Jargon, and Dead Phrases award-winning mission-critical best-of-breed next-generation cutting-edge revolutionary groundbreaking robust innovative synergy innovator Turnkey leader leading (industry leading) 56
  57. 57. Gobbledygook Continued 57
  58. 58. Media Training Practice Session 1. Better understand the media relations process and how to work with the press 2. How to prepare for interviews 3. Best practices in interviews 4. How to avoid potential pitfalls and traps 5. Role playing 58
  59. 59. Media Training Preparation Practice Session Content Delivery Follow up 59
  60. 60. Media Training Scheduled Practice Interview Session Prepare for Interview Interview Recap And Follow up 60
  61. 61. Media Training Practice Session What the media is looking for: Interesting and expert commentary to back-up their writing Real-world applications and examples Timely sources A good story What the media doesn’t want: JAVQ (Just another Vendor Quote) Boring opinions that mirror what everyone else has told them Speculation not backed up with facts or examples 61
  62. 62. Media Training Practice Session Content A message is the statement or sentiment you want to have appear in the media. Therefore, it must stated frequently and clearly during interviews. Planning your messages – What are the three most important things I want to communicate in this interview? – What material is available to prove these things – facts, figures, customers, real-world examples, analogies, etc. 62
  63. 63. Media Training Practice Session Delivery The three keys to effective communications are being: – Concise – Consistent – Repeatable Pay attention to time: most interviews will last about a half hour and reporters aren‘t shy about cutting you off. 63
  64. 64. Media Training Practice Session Key media do’s and don’ts Start off simple, friendly, and polite. It‘s always best to connect with the reporter on a personal level. View the interview as a sales call – you have the job of selling your messages in a way that the reporter can use them in their product, which is the story. Ask how in-depth and technical the reporter would like to get. 64
  65. 65. Media Training Practice Session Key media do’s and don’ts Stay with your area of expertise Don‘t feel that you need to answer all questions – especially if they exceed your scope of work Be proactive, but not defensive or aggressive Don‘t get goaded into making negative statements about the competition Use simple language and don‘t use jargon Ask questions back – interviews are a two way street and dialogue. 65
  66. 66. Media Training Practice Session Key media do’s and don’ts Never mention other editors you have met with or will be meeting with. NEVER, EVER go off the record. Nothing is off the record. If it can be verified through an independent source, it can be printed. Don‘t say ‗no comment‘. It is ok to not know the answer. 66
  67. 67. Media Training Practice Session Follow Up Follow up on any open items – additional information, technical details, etc. Provide analyst and customer references. Time is of the essence in follow-up. 24 hour response time is essential. It is never appropriate to ask or offer to review an article prior to it appearing. 67
  68. 68. Media Training Practice Session Set Expectations If the purpose of the briefing is a first-time informational meeting, don‘t be disappointed if the journalist doesn‘t write something right away. This is the first step in developing a long-term relationship. If the article appears and the client is not mentioned, there could be a number of different scenarios why. 68
  69. 69. Thank you for your time Nancy Shapira-Aronovic Manager Gelbart Kahana Global Marketing Cell: 054-4863888 Twitter: nancyshapira http://www.linkedin/in/nancyshapira Skype: nancyshapira (Just in case you can’t figure out how to get in touch with me)