Penman - Our PR Process

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Transcript

  • 1.  
  • 2. public relations is…
    • The act of creating and using communications activities and vehicles to create, strengthen and preserve favorable opinion to the attainment of corporate goals
          • and media relations
          • and managing the brand.
  • 3. PR tools
    • We use the following based on relevancy…
      • Press releases
      • Media pitches
      • Editorial calendars
      • Speaking opportunities
      • Bylined articles
      • Case studies / White papers
      • Media tours / Press conferences
      • Newsletters
      • Social Media
  • 4. building the campaign
    • To build the campaign, we first determine the essentials…
      • Business objectives (short and long-term)
      • Target audiences
      • Competitive landscape
  • 5. the strategy / the tactics
    • PR objectives = business objectives
    • Tactics are built based on influencers & decision makers
  • 6. communications platform
    • We engage in a positioning & messaging exercise for congruency
      • Category
      • What you do
      • For whom
      • Differentiators
      • Deliverables = internal messaging doc, media fact sheet, product / service spec sheet
  • 7. media lists
    • We build lists of targeted journalists, editors and bloggers for magazines, newspapers, news syndications, broadcast outlets and online outlets based on:
      • Beat assignments
      • Newsworthiness
      • Time / current events
      • Audience / readership
  • 8. media outreach
    • Before we pitch a story we…
      • Make the call to appropriate editor / reporter / blogger
      • Introduce ourselves and your company
      • Offer ourselves and company executive(s) as resources
  • 9. press release / pitch strategy
    • We decide which information to disseminate based on:
      • News related to your company that can be announced
      • Topics relative to your company and other information relevant to key audiences based on internal expertise for story development
  • 10. press releases
    • Factual pseudo news story…
      • Start strong
      • Stick to the facts
      • Develop an angle or hook
      • Economics of words
      • Avoid jargon and hype
      • Use quotes and statistics
  • 11. pitches
    • A packaged story backed with info…
      • Controversy, topical or educational
      • Statistics and / or research findings
      • Trends
      • Expert resources / thought leadership
      • Photos, graphs or charts
  • 12. editorial calendars
    • Outlines the major editorial features planned for forthcoming issues of a publication
      • An important media relations activity for ongoing, long-term campaigns
      • We take an aggressive, proactive approach to editorial calendaring
      • They often result in featured articles
  • 13. thought leadership
    • Educating publics through…
      • Conferences / speaking opportunities
      • Bylined articles
      • Industry / association involvement
      • Newsletters
  • 14. media tour / press conference
      • Manage and influence editorial opinion
      • Invite the press
      • Contextualization of the issues to be covered at the tour
      • Follow-up with the media
  • 15. social media
    • Social media elements are an integral part of an overall communications strategy.
  • 16. metrics & roi
    • Mark the starting point against objectives
      • Analyze perception through audit
      • Incorporate web site analytics
      • Notate stock price, member numbers, revenue, sponsorship dollars, funding, etc.
  • 17. the holy grail
    • Financial impact..
      • Increased sales
      • Increased share price
      • Increased membership
      • Increased funding
      • Increased sponsorship dollars
      • Acquisition
      • Other quantifiable objective
  • 18. thanks
    • PENMAN
    • Austin  Dallas  Denver  Los Angeles
    • [email_address]