public relations is… <ul><li>The act of creating and using communications activities and vehicles to create, strengthen an...
PR tools <ul><li>We use the following based on relevancy… </li></ul><ul><ul><li>Press releases </li></ul></ul><ul><ul><li>...
building the campaign <ul><li>To build the campaign, we first determine the essentials… </li></ul><ul><ul><li>Business obj...
the strategy / the tactics <ul><li>PR objectives = business objectives </li></ul><ul><li>Tactics are built based on influe...
communications platform <ul><li>We engage in a positioning & messaging exercise for congruency </li></ul><ul><ul><li>Categ...
media lists <ul><li>We build lists of targeted journalists, editors and bloggers for magazines, newspapers, news syndicati...
media outreach <ul><li>Before we pitch a story we… </li></ul><ul><ul><li>Make the call to appropriate editor / reporter / ...
press release / pitch strategy <ul><li>We decide which information to disseminate based on: </li></ul><ul><ul><li>News rel...
press releases <ul><li>Factual pseudo news story… </li></ul><ul><ul><li>Start strong </li></ul></ul><ul><ul><li>Stick to t...
pitches <ul><li>A packaged story backed with info… </li></ul><ul><ul><li>Controversy, topical or educational </li></ul></u...
editorial calendars <ul><li>Outlines the major editorial features planned for forthcoming issues of a publication </li></u...
thought leadership <ul><li>Educating publics through… </li></ul><ul><ul><li>Conferences / speaking opportunities </li></ul...
media tour / press conference <ul><ul><li>Manage and influence editorial opinion </li></ul></ul><ul><ul><li>Invite the pre...
social media <ul><li>Social media elements are an integral part of an overall communications strategy.  </li></ul>
metrics & roi <ul><li>Mark the starting point against objectives </li></ul><ul><ul><li>Analyze perception through audit </...
the holy grail <ul><li>Financial impact.. </li></ul><ul><ul><li>Increased sales </li></ul></ul><ul><ul><li>Increased share...
thanks <ul><li>PENMAN </li></ul><ul><li>Austin    Dallas    Denver    Los Angeles </li></ul><ul><li>[email_address] </l...
Upcoming SlideShare
Loading in …5
×

Penman - Our PR Process

426 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
426
On SlideShare
0
From Embeds
0
Number of Embeds
14
Actions
Shares
0
Downloads
13
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Penman - Our PR Process

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

×