Wng R Deigh Ppt Presentation Sept 24 Final
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Wng R Deigh Ppt Presentation Sept 24 Final Wng R Deigh Ppt Presentation Sept 24 Final Presentation Transcript

  • Great PR Is Great Storytelling: Eight Ways to Boost Your Organization's Visibility Through PR Power Right Now Robb Deigh
  • Purpose of this Presentation:
    • Provide practical, cost-effective ideas you can use NOW to boost the visibility of your clients’ organizations; and your organization, its services and products.
  • What We’ll Cover
    • Messages: The Secret of Everything in PR
    • Effective Storytelling
    • Pitching Press Without Flacking or Spinning
    • Personalizing Your Outreach
    • Write Once: Re-purpose Everything
    • Social Media: Don’t Use Every Tool
    • Champions: We Work For Free and We Love It
    • ROI: Is Your PR Working?
  • Messages: The Secret to Everything
    • What are Messages?
    • Language that says, “Here is what I can do for you.”
    • A powerful tool that unifies and focuses your organization’s formal and informal communication
  • Messages: The Secret to Everything
    • Building Messages the Easy Way
    • The 4-Part Messaging Document
    • 1. The “About Us” paragraph
    • 2. The elevator speech
    • 3. The “must-say” messages
    • 4. Everything else
  • Messages: The Secret to Everything
    • The “About Us” Paragraph
    • List all of your attributes and use them to write a 250-word paragraph that says “Here is what we are and here is what we can do for you .”
  • Messages: The Secret to Everything
    • About "The Daily Show With Jon Stewart"
    • One anchor, five correspondents, zero credibility. If you're tired of the stodginess of the evening newscasts and you can't bear to sit through the spinmeisters and shills on the 24-hour cable news network, don't miss The Daily Show with Jon Stewart, the nightly half-hour series unburdened by objectivity, journalistic integrity or even accuracy.
  • Messages: The Secret to Everything
    • Message Doc Part 2: Elevator Speech
    • “ We help clients win federal business.”
    • -- a defense contractor
    • “ We know this area better than anyone.” – a Realtor ®
    • “ We rob banks” – Bonnie and Clyde
    • “ I can see Russia from my house” – Tina Fey
  • Messages: The Secret to Everything
    • “ Must-Say Messages ” – the most important element of your messages.
    • 4-5 facts that you want your audiences to remember.
    • The only reason to do a media interview
    • The ultimate answers to all media questions
  • Messages: The Secret to Everything
    • (must-say messages for a technology company)
    • We create custom software for law enforcement. More than 300 police departments use our products.
    • Our system help police process evidence data 60% faster than any other product.
    • Our clients have, on average, a 35% higher success rate than other agencies.
    • Each member of our senior team has, on average, more than 20 years of experience in law enforcement.
  • Messages: The Secret to Everything
    • What Are Your Must-
    • Say Messages?
  • Effective Storytelling
    • Effective storytelling is essential to all communication, including
    • Public/Media Relations
    • Marketing
    • Advertising
    • Sales
    • Fiction and non-fiction writing, film, etc
    • Music, dance and other performing arts
    • Graphic and fine arts
  • Effective Storytelling
    • All stories are ultimately about people
    • All people have a story
    • Be anecdotal as well as data-driven
    • Incorporate your messages into your story
  • “ Man Proposes, God Disposes”- Sir Edwin Landseer,1877 Collection the of University of London, Royal Holloway
  • Pitching Press Without Flacking or Spinning
    • What is effective pitching ?
    • The most important skill that anyone who deals with the press can have
    • The ability to visualize a great story idea, describe it in a compelling way and provide 1or 2 expert sources of information to the right reporter at the right time
  • Pitching Press Without Flacking or Spinning
    • A press interview is like any other business transaction. Each side has something the other wants and is willing to exchange it for something of equal value.
    • You have a possible story for the reporter.
    • The reporter can give you visibility.
  • Pitching Press Without Flacking or Spinning
    • Flacking = Laziness (pitching things instead of good story ideas )
    • Spinning = “all truth is relative…” the beginning of the end of your reputation
  • Pitching Press Without Flacking or Spinning
    • Reporters do NOT care about:
    • Our businesses
    • Our products
    • Our services
  • Pitching Press Without Flacking or Spinning
    • Reporters DO care about:
    • Great story ideas about our businesses
    • Great story ideas about our products
    • Great story ideas about our services
  • Ways to Create Story Ideas that Will Get Press Coverage
    • 1) Identify trends
    • 2) Read publications that others miss
    • 3) Note a "First in a Series" article
    • 4) Report results of a timely survey
  • Ways to Create Story Ideas that Will Get Press Coverage
    • 5) Spotlight avocations of
    • newsworthy people
    • 6) Write a column yourself
    • 8) Send news releases (a tactic, not a strategy)
  • Personalizing Your Outreach for Maximum Impact
    • Make an Emotional Connection
  • Personalizing Your Outreach for Maximum Impact
    • Help your audiences visualize the benefits you can provide . People respond to the following needs:
    • 1. Business/mission : help them meet their goals
    • 2. Social life/lifestyle : make their lives more enjoyable
    • 3. Beliefs : provide a “place,” physical or virtual, where they can express their opinions.
  • Personalizing Your Outreach for Maximum Impact
    • 4. Reputation : help enhance or protect their reputations
    • 5. Identity : help them connect with other who share similar (or completely different) ethnic, racial, religious, geographic or other traits
    • 6. Altruism : help them to help others and feel good about themselves?
    • 7. Fantasy/Escape : help them get away from the mundane and routine, at least temporarily?
  • Personalizing Your Outreach for Maximum Impact
    • Humanize your outreach!
      • Be anecdotal
      • Case studies that describe how your team helped clients
      • Photos of your team on your Web site
      • Involve clients in your storytelling; give them visibility
  • Write Once: Re-purpose Everything
    • How to create “new” communication materials the easy way
  • Write Once : Re-purpose Everything
    • Write a column yourself. Somewhere in your organization are written materials you can cut to 800 words and submit as an Op-Ed or "expert" column to a trade publication or local business journal. Buy reprints and add them to your sales and marketing materials.
  • Write Once : Re-purpose Everything
    • Other sources of good written material you can use:
    • Speeches and other presentations
    • Booklets and other marketing materials
    • Case studies
    • Award applications,
    • Results of a poll or other study
  • Write Once : Re-purpose Everything
    • Edit it into:
      • A column for the Washington Business Journal
      • A byline piece for your industry’s trade journal
      • Articles for the web (more about that later)
      • Items for your e-newsletter, Web site
      • Handouts
  • Social Media: Don’t Use Every Tool in the Shed
    • Blogs, e-newsletters, Twitter, article marketing , Facebook, MySpace, YouTube, Friendfeed, podcasting, wikis, Plaxo, RSS feeds, LinkedIn, Digg, Flickr, Technorati, SecondLife, mobilemarketing
  • Social Media: Don’t Use Every Tool in the Shed
    • Before you use Web 2.0 tools put your basic communication tools in order:
      • Messages
      • Research
      • Media outreach
      • Marketing/press materials
      • Story pitch ideas
      • Networking
      • Web site (Web 1.0)
  • Social Media: Don’t Use Every Tool in the Shed
    • Article Marketing:
    • The placement of short articles
    • on topic-specific Web sites that
    • are looking for good content.
  • Social Media: Don’t Use Every Tool in the Shed
    • Free:
    • www.ezinearticles.com
    • www.articlebiz.com
    • Fee-based:
    • submityourarticle.com
    • articlemarketer.com
  •  
  •  
  •  
  • Champions: We Work For Free and We Love It
    • Champions: “people who love your company, products or services, may have no vested interest, but who want to see you succeed.”
    • How to recruit? Just ask! Few people do.
  • Champions: We Work For Free and We Love It
    • 1. Speak with reporters on your behalf
    • 2. Write testimonials
    • 3. Put their byline on an article
    • 4. Brag about you to prospects
    • 5. Serve on an advisory committee.
    • 6. Mention your org. in presentations
  • Champions: We Work For Free and We Love It
    • • Customers
    • • Former customers
    • • Board members
    • • Trade association members
    • • Employees
    • • Former employees
    • • Vendors
    • • Partners
    • • Investors
    • • Friends
    • • Family members
  • ROI: How to Know Whether Your PR is Working
    • Number of TV, Radio, Internet appearances?
    • Stack of media clips?
    • Advertising equivalent of clips?
    • Sales are up on the day of your big announcement?
  • ROI: How to Know Whether Your PR is Working
    • Quantity vs. Quality
    • Are your most important messages found in that stack of press clips, TV/radio interviews, product reviews, testimonials, industry survey results, customer blogs?
  • ROI: How to Know Whether Your PR is Working
    • Other Indicators That Your PR May Be Working:
    • You get more press calls.
    • Questions from reporters indicate they know more about your organization.
    • Press pitches succeed more often
    • • Your press releases are picked up more often
    • Members of your team are quoted more frequently
  • Summary: How to Boost Your Organization's Visibility Through PR Power
    • First, get your messages together
    • Be an effective storyteller
    • Personalize: “Here is what I can do for you.”
    • Don’t write. Re-write.
    • Start with 1 or 2 Web 2.0 tools
    • Recruit champions
    • Your PR ROI: Are your messages out there?
  • Great PR Is Great Storytelling: Eight Ways to Boost Your Organization's Visibility Through PR Power Right Now Robb Deigh [email_address] 703-401-6339