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Great PR Is Great Storytelling: Eight Ways to Boost Your Organization's Visibility Through PR Power Right Now Robb Deigh
Purpose of this Presentation: <ul><li>Provide practical, cost-effective ideas you can use NOW to boost the visibility of y...
What We’ll Cover <ul><li>Messages: The Secret of Everything in PR </li></ul><ul><li>Effective Storytelling </li></ul><ul><...
Messages: The Secret to Everything <ul><li>What are Messages?  </li></ul><ul><li>Language that says, “Here is what I can d...
Messages: The Secret to Everything <ul><li>Building Messages the Easy Way </li></ul><ul><li>The 4-Part Messaging Document ...
Messages: The Secret to Everything <ul><li>The “About Us” Paragraph </li></ul><ul><li>List all of your  attributes  and us...
Messages: The Secret to Everything <ul><li>About &quot;The Daily Show With Jon Stewart&quot; </li></ul><ul><li>One anchor,...
Messages: The Secret to Everything <ul><li>Message Doc Part 2: Elevator Speech </li></ul><ul><li>“ We help clients win fed...
Messages: The Secret to Everything <ul><li>“ Must-Say Messages ” – the most important element of your messages. </li></ul>...
Messages: The Secret to Everything <ul><li>(must-say messages for a technology company) </li></ul><ul><li>We create custom...
Messages: The Secret to Everything <ul><li>What Are  Your  Must- </li></ul><ul><li>Say Messages?   </li></ul>
Effective Storytelling <ul><li>Effective storytelling is essential to all communication, including </li></ul><ul><li>Publi...
Effective Storytelling <ul><li>All stories are ultimately about people </li></ul><ul><li>All people have a story </li></ul...
“ Man Proposes, God Disposes”- Sir Edwin Landseer,1877 Collection the of University of London, Royal Holloway
Pitching Press Without Flacking  or Spinning <ul><li>What is effective  pitching ? </li></ul><ul><li>The most important sk...
Pitching Press Without Flacking  or Spinning <ul><li>A press interview is like any other business transaction. Each side h...
Pitching Press Without Flacking  or Spinning <ul><li>Flacking  = Laziness (pitching  things  instead of  good story ideas ...
Pitching Press Without Flacking  or Spinning <ul><li>Reporters do NOT care about: </li></ul><ul><li>Our businesses </li></...
Pitching Press Without Flacking  or Spinning <ul><li>Reporters DO care about: </li></ul><ul><li>Great story ideas about ou...
Ways to Create Story Ideas  that Will Get Press Coverage <ul><li>1) Identify trends </li></ul><ul><li>2) Read publications...
Ways to Create Story Ideas  that Will Get Press Coverage <ul><li>5) Spotlight avocations of  </li></ul><ul><li>newsworthy ...
Personalizing Your Outreach for Maximum Impact <ul><li>Make an Emotional Connection </li></ul>
Personalizing Your Outreach for Maximum Impact <ul><li>Help your audiences  visualize the benefits you can provide . Peopl...
Personalizing Your Outreach for Maximum Impact <ul><li>4.  Reputation : help enhance or protect their reputations </li></u...
Personalizing Your Outreach for Maximum Impact <ul><li>Humanize your outreach!  </li></ul><ul><ul><li>Be anecdotal  </li><...
Write Once: Re-purpose Everything <ul><li>How to create “new” communication materials the easy way </li></ul>
Write Once : Re-purpose Everything <ul><li>Write a column yourself. Somewhere in your organization are written materials y...
Write Once : Re-purpose Everything <ul><li>Other sources of good written material you can use:  </li></ul><ul><li>Speeches...
Write Once : Re-purpose Everything <ul><li>Edit it into:  </li></ul><ul><ul><li>A column for the Washington Business Journ...
Social Media: Don’t Use Every Tool in the Shed <ul><li>Blogs, e-newsletters, Twitter,  article marketing , Facebook, MySpa...
Social Media: Don’t Use Every Tool in the Shed <ul><li>Before you use Web 2.0 tools put your basic communication tools in ...
Social Media: Don’t Use Every Tool in the Shed <ul><li>Article Marketing: </li></ul><ul><li>The placement of short article...
Social Media: Don’t Use Every Tool in the Shed <ul><li>Free: </li></ul><ul><li>www.ezinearticles.com </li></ul><ul><li>www...
 
 
 
Champions: We Work For Free and We Love It <ul><li>Champions: “people who love your company, products or services, may hav...
Champions: We Work For Free and We Love It <ul><li>1. Speak with reporters on your behalf </li></ul><ul><li>2. Write testi...
Champions: We Work For Free and We Love It <ul><li>•  Customers </li></ul><ul><li>•  Former customers </li></ul><ul><li>• ...
ROI: How to Know Whether Your PR is Working <ul><li>Number of TV, Radio, Internet appearances? </li></ul><ul><li>Stack of ...
ROI: How to Know Whether Your PR is Working <ul><li>Quantity vs. Quality </li></ul><ul><li>Are your most important message...
ROI: How to Know Whether Your PR is Working <ul><li>Other Indicators That Your PR May Be Working: </li></ul><ul><li>You ge...
Summary: How to Boost Your Organization's Visibility  Through PR Power   <ul><li>First, get your messages together </li></...
Great PR Is Great Storytelling: Eight Ways to Boost Your Organization's Visibility Through PR Power Right Now Robb Deigh  ...
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Wng R Deigh Ppt Presentation Sept 24 Final

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  1. 1. Great PR Is Great Storytelling: Eight Ways to Boost Your Organization's Visibility Through PR Power Right Now Robb Deigh
  2. 2. Purpose of this Presentation: <ul><li>Provide practical, cost-effective ideas you can use NOW to boost the visibility of your clients’ organizations; and your organization, its services and products. </li></ul>
  3. 3. What We’ll Cover <ul><li>Messages: The Secret of Everything in PR </li></ul><ul><li>Effective Storytelling </li></ul><ul><li>Pitching Press Without Flacking or Spinning </li></ul><ul><li>Personalizing Your Outreach </li></ul><ul><li>Write Once: Re-purpose Everything </li></ul><ul><li>Social Media: Don’t Use Every Tool </li></ul><ul><li>Champions: We Work For Free and We Love It </li></ul><ul><li>ROI: Is Your PR Working? </li></ul>
  4. 4. Messages: The Secret to Everything <ul><li>What are Messages? </li></ul><ul><li>Language that says, “Here is what I can do for you.” </li></ul><ul><li>A powerful tool that unifies and focuses your organization’s formal and informal communication </li></ul>
  5. 5. Messages: The Secret to Everything <ul><li>Building Messages the Easy Way </li></ul><ul><li>The 4-Part Messaging Document </li></ul><ul><li>1. The “About Us” paragraph </li></ul><ul><li>2. The elevator speech </li></ul><ul><li>3. The “must-say” messages </li></ul><ul><li>4. Everything else </li></ul>
  6. 6. Messages: The Secret to Everything <ul><li>The “About Us” Paragraph </li></ul><ul><li>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 .” </li></ul>
  7. 7. Messages: The Secret to Everything <ul><li>About &quot;The Daily Show With Jon Stewart&quot; </li></ul><ul><li>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. </li></ul>
  8. 8. Messages: The Secret to Everything <ul><li>Message Doc Part 2: Elevator Speech </li></ul><ul><li>“ We help clients win federal business.” </li></ul><ul><li>-- a defense contractor </li></ul><ul><li>“ We know this area better than anyone.” – a Realtor ® </li></ul><ul><li>“ We rob banks” – Bonnie and Clyde </li></ul><ul><li>“ I can see Russia from my house” – Tina Fey </li></ul>
  9. 9. Messages: The Secret to Everything <ul><li>“ Must-Say Messages ” – the most important element of your messages. </li></ul><ul><li>4-5 facts that you want your audiences to remember. </li></ul><ul><li>The only reason to do a media interview </li></ul><ul><li>The ultimate answers to all media questions </li></ul>
  10. 10. Messages: The Secret to Everything <ul><li>(must-say messages for a technology company) </li></ul><ul><li>We create custom software for law enforcement. More than 300 police departments use our products. </li></ul><ul><li>Our system help police process evidence data 60% faster than any other product. </li></ul><ul><li>Our clients have, on average, a 35% higher success rate than other agencies. </li></ul><ul><li>Each member of our senior team has, on average, more than 20 years of experience in law enforcement. </li></ul>
  11. 11. Messages: The Secret to Everything <ul><li>What Are Your Must- </li></ul><ul><li>Say Messages? </li></ul>
  12. 12. Effective Storytelling <ul><li>Effective storytelling is essential to all communication, including </li></ul><ul><li>Public/Media Relations </li></ul><ul><li>Marketing </li></ul><ul><li>Advertising </li></ul><ul><li>Sales </li></ul><ul><li>Fiction and non-fiction writing, film, etc </li></ul><ul><li>Music, dance and other performing arts </li></ul><ul><li>Graphic and fine arts </li></ul>
  13. 13. Effective Storytelling <ul><li>All stories are ultimately about people </li></ul><ul><li>All people have a story </li></ul><ul><li>Be anecdotal as well as data-driven </li></ul><ul><li>Incorporate your messages into your story </li></ul>
  14. 14. “ Man Proposes, God Disposes”- Sir Edwin Landseer,1877 Collection the of University of London, Royal Holloway
  15. 15. Pitching Press Without Flacking or Spinning <ul><li>What is effective pitching ? </li></ul><ul><li>The most important skill that anyone who deals with the press can have </li></ul><ul><li>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 </li></ul>
  16. 16. Pitching Press Without Flacking or Spinning <ul><li>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. </li></ul><ul><li>You have a possible story for the reporter. </li></ul><ul><li>The reporter can give you visibility. </li></ul>
  17. 17. Pitching Press Without Flacking or Spinning <ul><li>Flacking = Laziness (pitching things instead of good story ideas ) </li></ul><ul><li>Spinning = “all truth is relative…” the beginning of the end of your reputation </li></ul>
  18. 18. Pitching Press Without Flacking or Spinning <ul><li>Reporters do NOT care about: </li></ul><ul><li>Our businesses </li></ul><ul><li>Our products </li></ul><ul><li>Our services </li></ul>
  19. 19. Pitching Press Without Flacking or Spinning <ul><li>Reporters DO care about: </li></ul><ul><li>Great story ideas about our businesses </li></ul><ul><li>Great story ideas about our products </li></ul><ul><li>Great story ideas about our services </li></ul>
  20. 20. Ways to Create Story Ideas that Will Get Press Coverage <ul><li>1) Identify trends </li></ul><ul><li>2) Read publications that others miss </li></ul><ul><li>3) Note a &quot;First in a Series&quot; article </li></ul><ul><li>4) Report results of a timely survey </li></ul>
  21. 21. Ways to Create Story Ideas that Will Get Press Coverage <ul><li>5) Spotlight avocations of </li></ul><ul><li>newsworthy people </li></ul><ul><li>6) Write a column yourself </li></ul><ul><li>8) Send news releases (a tactic, not a strategy) </li></ul>
  22. 22. Personalizing Your Outreach for Maximum Impact <ul><li>Make an Emotional Connection </li></ul>
  23. 23. Personalizing Your Outreach for Maximum Impact <ul><li>Help your audiences visualize the benefits you can provide . People respond to the following needs: </li></ul><ul><li>1. Business/mission : help them meet their goals </li></ul><ul><li>2. Social life/lifestyle : make their lives more enjoyable </li></ul><ul><li>3. Beliefs : provide a “place,” physical or virtual, where they can express their opinions. </li></ul>
  24. 24. Personalizing Your Outreach for Maximum Impact <ul><li>4. Reputation : help enhance or protect their reputations </li></ul><ul><li>5. Identity : help them connect with other who share similar (or completely different) ethnic, racial, religious, geographic or other traits </li></ul><ul><li>6. Altruism : help them to help others and feel good about themselves? </li></ul><ul><li>7. Fantasy/Escape : help them get away from the mundane and routine, at least temporarily? </li></ul>
  25. 25. Personalizing Your Outreach for Maximum Impact <ul><li>Humanize your outreach! </li></ul><ul><ul><li>Be anecdotal </li></ul></ul><ul><ul><li>Case studies that describe how your team helped clients </li></ul></ul><ul><ul><li>Photos of your team on your Web site </li></ul></ul><ul><ul><li>Involve clients in your storytelling; give them visibility </li></ul></ul>
  26. 26. Write Once: Re-purpose Everything <ul><li>How to create “new” communication materials the easy way </li></ul>
  27. 27. Write Once : Re-purpose Everything <ul><li>Write a column yourself. Somewhere in your organization are written materials you can cut to 800 words and submit as an Op-Ed or &quot;expert&quot; column to a trade publication or local business journal. Buy reprints and add them to your sales and marketing materials. </li></ul>
  28. 28. Write Once : Re-purpose Everything <ul><li>Other sources of good written material you can use: </li></ul><ul><li>Speeches and other presentations </li></ul><ul><li>Booklets and other marketing materials </li></ul><ul><li>Case studies </li></ul><ul><li>Award applications, </li></ul><ul><li>Results of a poll or other study </li></ul>
  29. 29. Write Once : Re-purpose Everything <ul><li>Edit it into: </li></ul><ul><ul><li>A column for the Washington Business Journal </li></ul></ul><ul><ul><li>A byline piece for your industry’s trade journal </li></ul></ul><ul><ul><li>Articles for the web (more about that later) </li></ul></ul><ul><ul><li>Items for your e-newsletter, Web site </li></ul></ul><ul><ul><li>Handouts </li></ul></ul>
  30. 30. Social Media: Don’t Use Every Tool in the Shed <ul><li>Blogs, e-newsletters, Twitter, article marketing , Facebook, MySpace, YouTube, Friendfeed, podcasting, wikis, Plaxo, RSS feeds, LinkedIn, Digg, Flickr, Technorati, SecondLife, mobilemarketing </li></ul>
  31. 31. Social Media: Don’t Use Every Tool in the Shed <ul><li>Before you use Web 2.0 tools put your basic communication tools in order: </li></ul><ul><ul><li>Messages </li></ul></ul><ul><ul><li>Research </li></ul></ul><ul><ul><li>Media outreach </li></ul></ul><ul><ul><li>Marketing/press materials </li></ul></ul><ul><ul><li>Story pitch ideas </li></ul></ul><ul><ul><li>Networking </li></ul></ul><ul><ul><li>Web site (Web 1.0) </li></ul></ul>
  32. 32. Social Media: Don’t Use Every Tool in the Shed <ul><li>Article Marketing: </li></ul><ul><li>The placement of short articles </li></ul><ul><li>on topic-specific Web sites that </li></ul><ul><li>are looking for good content. </li></ul>
  33. 33. Social Media: Don’t Use Every Tool in the Shed <ul><li>Free: </li></ul><ul><li>www.ezinearticles.com </li></ul><ul><li>www.articlebiz.com </li></ul><ul><li>Fee-based: </li></ul><ul><li>submityourarticle.com </li></ul><ul><li>articlemarketer.com </li></ul>
  34. 37. Champions: We Work For Free and We Love It <ul><li>Champions: “people who love your company, products or services, may have no vested interest, but who want to see you succeed.” </li></ul><ul><li>How to recruit? Just ask! Few people do. </li></ul>
  35. 38. Champions: We Work For Free and We Love It <ul><li>1. Speak with reporters on your behalf </li></ul><ul><li>2. Write testimonials </li></ul><ul><li>3. Put their byline on an article </li></ul><ul><li>4. Brag about you to prospects </li></ul><ul><li>5. Serve on an advisory committee. </li></ul><ul><li>6. Mention your org. in presentations </li></ul>
  36. 39. Champions: We Work For Free and We Love It <ul><li>• Customers </li></ul><ul><li>• Former customers </li></ul><ul><li>• Board members </li></ul><ul><li>• Trade association members </li></ul><ul><li>• Employees </li></ul><ul><li>• Former employees </li></ul><ul><li>• Vendors </li></ul><ul><li>• Partners </li></ul><ul><li>• Investors </li></ul><ul><li>• Friends </li></ul><ul><li>• Family members </li></ul>
  37. 40. ROI: How to Know Whether Your PR is Working <ul><li>Number of TV, Radio, Internet appearances? </li></ul><ul><li>Stack of media clips? </li></ul><ul><li>Advertising equivalent of clips? </li></ul><ul><li>Sales are up on the day of your big announcement? </li></ul>
  38. 41. ROI: How to Know Whether Your PR is Working <ul><li>Quantity vs. Quality </li></ul><ul><li>Are your most important messages found in that stack of press clips, TV/radio interviews, product reviews, testimonials, industry survey results, customer blogs? </li></ul>
  39. 42. ROI: How to Know Whether Your PR is Working <ul><li>Other Indicators That Your PR May Be Working: </li></ul><ul><li>You get more press calls. </li></ul><ul><li>Questions from reporters indicate they know more about your organization. </li></ul><ul><li>Press pitches succeed more often </li></ul><ul><li>• Your press releases are picked up more often </li></ul><ul><li>Members of your team are quoted more frequently </li></ul>
  40. 43. Summary: How to Boost Your Organization's Visibility Through PR Power <ul><li>First, get your messages together </li></ul><ul><li>Be an effective storyteller </li></ul><ul><li>Personalize: “Here is what I can do for you.” </li></ul><ul><li>Don’t write. Re-write. </li></ul><ul><li>Start with 1 or 2 Web 2.0 tools </li></ul><ul><li>Recruit champions </li></ul><ul><li>Your PR ROI: Are your messages out there? </li></ul>
  41. 44. 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
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