Pgc nsaoh branding pr-expert 2

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  • 1. gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 2. Expert influence™ Pamela Gilchrist Chief Strategist l CEO Gilchrist Group @pamgilchrist # NSAOHIOgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 3. What We Will Cover…Public Relations2. Build & leverage brand awareness3. Develop key messages & supporting content4. Understand the elements of a great media kit5. Develop your “Content Strategy” & “Ed Cal”6. Identify tools and communications channels to grow your brand7. Identify opportunities/tools for generating publicity8. Learn why your website and online presence are key ingredients for success Expert influence™gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 4. Expert influence™ THREE PILLARS Thought Leadership Media Relations Online Presencegilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 5. How To Become An Expert With Influence• Develop Your “Why” • Be Vertically Famous• What Authority • Get Published• Plan Your Message • Step Up To• Get Spokesperson Leadership Coaching • Build Your Reputation• Integrate With • Be Quotable Business Objectives • Be Strategic• Take A Stand • Be Controversial Work With A Team Of Expertsgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 6. Build Your Expert Brand • Tell stories • Be the expert (an earned right) • Market your expertise • Leverage expertise • Influence others • Develop trusted relationshipsgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 7. Influential Experts Exhibit The Following Characteristics 1. Likeable 2. Believable/Credible 3. Trustworthy 4. Subject Matter Expert 5. Entertaining/Interesting 6. Achieved “Message Mission”gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 8. CautionThought Leadership Is “Earned” not ordained.• “Trust is built on reputation and reputation is generally NOT built on advertising or looking smart.” -- Elise Bauer• “Thought leadership is not what you say or write. It is a way of being.” -- Brian Carroll Power Of Intentiongilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 9. Pam’s Tips• Develop Your “Why”• What Authority• Plan Your Message• Get Coaching• Integrate With Business Objectives• Take A Standgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 10. Pam’s Tips • Be Vertically Famous • Get Published • Step Up To Leadership • Build Your Reputation • Be Quotable • Be Strategic Work With A Team Of Expertsgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 11. For Best Results: Influence | Engage ExpertInfluence™• Build Awareness• Build Understanding• Build Relationships• Build Credibility• Build Loyalty• Build Salesgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 12. Get A Go-To-Market Strategygilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 13. Integrated Communications Move Consistent Messages Across Multiple Channels & Platforms • Public Relations •Community •Online Strategy • Media Relations •Employees •SEO • Trade Shows •Sustainability •SEM • Analysts •Case Studies •Blogs • Thought Leadership •White Papers •Blog comments • Expert Spokespeople •Podcasts •Cross-links • Training •Webinarsgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 14. A Little Planning• What is your purpose?• What is your goal?• Who do you want to reach• Why do you want to communicate with them?• Are you willing to listen?gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 15. Planning Cont.• What do you have to say that matters?• How will it benefit others? (It’s sharing, not selling!)• How does it fit into your overall communications plan?• How will you implement/manage• Define your editorial boundariesgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 16. INTEGRATE YOUR MARKETING STRATEGYgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 17. Branded PR• Use your personal brand• Be consistent across all channels• Use logos, photos, taglinesgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 18. Build Brand Awareness 5 Steps To Build Brand Awareness2. W-O-M3. Live Networking4. Social Media/Social Networking5. Speaking Engagements6. Published Articlesgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 19. Build Brand Awareness• Crowd sourcing• Business announcements• Share expertise• Link, link, link• Promote upcoming speeches/eventsgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 20. Online Presencegilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 21. Live Search• Every Tweet, Every Post, Every Link, Every Breath You Take… ISgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 22. Online Strategy• Additive -- Not Substitution• Offers Vital New Channels (CGC)• Allows Show & Tell• Multiple Data Points To Complete Puzzle• Allows Control Over Framing• SEO/SEM Raises Awareness• Social Media Newsrooms• Enhanced/Tagged News Releasesgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 23. Social Media Top 7 Social Media Tools2. Dynamic Website/Blog3. User Generated Content4. Links & Back Links5. You Tube6. LinkedIn7. Facebook8. Twittergilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 24. More Outlets To Tell Your Story1. Podcast2. Push-Email3. Radio4. TV5. Newslettersgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 25. http://www.youtube.com/watch?v=mt0nMju0VPQ&feature=fvwrelgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 26. Content Strategygilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 27. Where To Start: Big PictureMake It Part Of Your Go-To-Market Strategygilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 28. Content Economy• Be Relevant • 80/20 or 50/50• Be Thoughtful • Be Linkable• Be On Point• Be Useful• Be Informational• Be Consistent• Be Friendlygilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 29. Keywords Conversation Boundaries Content Outlines Go To Market Strategy Content Development Speeches, Webinars, Articles, Books Podcasts, Ebooks, Publicity Blog Posts Relevant Conversations Links, Back Links Tweetsgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 30. Where To Start: Big Picture• Support Your Brand Position• Be True To Your Topics• Keywords• Conversation Boundariesgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 31. Where To Start: Development• Speeches• Webinars• Articles• Booksgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 32. Content Strategy:• Podcasts • Relevant Convos • Links• Ebooks • Back Links• Blog Posts • Tweets• Publicitygilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 33. gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 34. gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 35. gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 36. http://pitch.pe/77928http://www.pitchengine.com/account-center.php?id=2498 gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 37. gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 38. gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 39. Myths & Realities• Myth: It’s Easy• Myth: It’s Cheap• Myth: All I need are sound bites• Reality: Tough work, real planning, devil in the details• Reality: Ongoing campaign needs support• Reality: Relevant, substantive content is kinggilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 40. Media Kit • Bio • Fact Sheet • News Release • Promo Photos • Visuals • Samples • Relevant Links To Current Events • B-Roll/Videogilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 41. Expert influence™ EXAMPLESgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 42. gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 43. gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 44. gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 45. gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 46. gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 47. Links To TV Clips http://www.news10.net/video/player.asp?filename=http://www.sacandco.net/clips/april2009/parenting_hu http://abclocal.go.com/kgo/story?section =view_from_the_bay/parenting_babies&id=6749246gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 48. gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 49. Earning The Right – My Story• 20+ years telling other peoples stories Magazine editor Speaker-Link™ program• Book dev/ghost writer/ publishing advisor• Book launch expert (Self-pub. authors)• Exec. media trainer/Fortune 500s • (Fail Forward Fast)• Exec. speech writer/platform coach • Training Investment: 5+ Yrs• Subject matter expert developer Writing/Speaking conferences• Feature story writer • Book proposal training• Pam’s “Chicken Soup” fluke • 9/10 royalty house acquisition• Pam’s 5 year plan editors accepted pitch/book (And how the dream stalled out) proposal • Choosing a brand platform gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 50. gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 51. Secret Revealedgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 52. Pam’s Tips Top Five Strategies To Remember2. Relevant content is king3. Add value4. Be authentic/consistent5. Communicate early and often6. Build relationships, not salesgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 53. Marketing | PR Reminders• Be relevant • The customer is in control• Be professional • Focus on interaction, not the transaction• Be ethical • Content is king• Be authentic • Devote appropriate• Focus on a niche resources• Provide edutainment • Combine with traditional• Use social intelligence resources • Integration is keygilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 54. Any Questions?gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 55. Continue The Conversation Pamela Gilchrist, MA, APR, CPT Chief Strategist, Gilchrist Group Strategist | Speaker | Author 859-431-9090 @pamgilchrist info@gilchristgroup.comConnect With Pam At: http://www.gilchristgroup.comhttp://www.linkedin.com/in/pamelagilchrist.comhttp://www.twitter.com/pamgilchristhttp://www.youtube.com/pamgilchristgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 56. Pamela Gilchrist Chief Strategist l CEO Gilchrist Group @pamgilchrist # NSAOHIOgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  • 57. gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved