What Public Relations Can Do For Sales
What is Public Relations? <ul><li>Cincom’s efforts to strategically place our brand and messages in third-party magazines,...
What Does PR Do? <ul><li>Provide Visibility </li></ul><ul><li>Keeps our name alive in customers' and prospects’ minds </li...
Visibility
Varied, positive  listing on news engines
What Does PR Do? <ul><li>Provide Credibility </li></ul><ul><li>Visibility must be combined with credibility.  </li></ul><u...
Credibility <ul><li>Guess who’s ERP system helps this company? </li></ul>
Credibility <ul><li>“But for GKNA, implementing Cincinnati-based Cincom Systems’ Enterprise Management solution was more t...
What Does PR Do? <ul><li>Provide Early Stage Lead Generation </li></ul><ul><li>News releases on content-based offers  </li...
Past Success <ul><li>Synchrony Frost & Sullivan whitepaper: 51 downloads ($7.29  per lead) </li></ul><ul><li>The press rel...
What Does PR Do? <ul><li>Provide Early Stage Lead Generation </li></ul><ul><li>Catalysts/banner ads in Expert Access </li>...
FY08 PR Focus Areas <ul><li>Product - Media Relations </li></ul><ul><li>Continue success with news release placement and l...
FY08 PR Focus Areas <ul><li>Product - Media Relations </li></ul><ul><li>Donna Burns (aligned with John Tepe’s internal cli...
FY08 PR Focus Areas <ul><li>Employee Communications   </li></ul><ul><li>Monthly PR You Can Use  </li></ul><ul><li>Identify...
FY08 PR Focus Areas <ul><li>Cincom Corporate </li></ul><ul><li>New online news room with better RSS feeds and video capabi...
FY08 PR Focus Areas <ul><li>CEO Visibility Program </li></ul><ul><li>Raise national profile of CEO Tom Nies   </li></ul><u...
Why Tom Nies? <ul><li>A CEO's reputation is responsible for  50% of a company's reputation , up from 45% in previous years...
Why Tom Nies? <ul><li>Based upon the reputation of the CEO: </li></ul><ul><li>95% decide whether to invest in a company  <...
Why Tom Nies? <ul><li>Based upon the reputation of the CEO: </li></ul><ul><li>92% maintain confidence in a company when th...
Why Tom Nies? <ul><li>61% of CEOs said a company’s reputation helped achieve the business objectives of  promoting transac...
PR Communications to Sales <ul><li>PR You Can Use  </li></ul><ul><li>Press Releases </li></ul><ul><li>Ad Hoc Internal Comm...
How to Use PR to  Further Your Sales <ul><li>Encourage due diligence </li></ul><ul><li>Pass along the news as an FYI. </li...
Help Fuel PR! <ul><li>Be advocate to developing customer stories </li></ul><ul><li>Educate customer on benefits to them.  ...
Help Fuel PR! <ul><li>Tell Us   About </li></ul><ul><li>New sales  </li></ul><ul><li>Unusual uses of our products </li></u...
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How PR Can Help Sales

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  • How PR Can Help Sales

    1. 1. What Public Relations Can Do For Sales
    2. 2. What is Public Relations? <ul><li>Cincom’s efforts to strategically place our brand and messages in third-party magazines, websites, television, radio and other media. Unlike advertising, public relations deals with unpurchased placement of Cincom in media outlets. </li></ul>
    3. 3. What Does PR Do? <ul><li>Provide Visibility </li></ul><ul><li>Keeps our name alive in customers' and prospects’ minds </li></ul><ul><li>If you're not visible to your potential clients, you cease to exist. </li></ul>
    4. 4. Visibility
    5. 5. Varied, positive listing on news engines
    6. 6. What Does PR Do? <ul><li>Provide Credibility </li></ul><ul><li>Visibility must be combined with credibility.  </li></ul><ul><li>Third-party references achieve credibility due to their perceived objective nature. </li></ul>
    7. 7. Credibility <ul><li>Guess who’s ERP system helps this company? </li></ul>
    8. 8. Credibility <ul><li>“But for GKNA, implementing Cincinnati-based Cincom Systems’ Enterprise Management solution was more than just a way to meet a contractual obligation pursuant to the purchase from Boeing. Enterprise resources planning (ERP) would be a big part of how Fitzsimmons would execute his plan to grow the business.” </li></ul>
    9. 9. What Does PR Do? <ul><li>Provide Early Stage Lead Generation </li></ul><ul><li>News releases on content-based offers </li></ul><ul><ul><li>Whitepapers </li></ul></ul><ul><ul><li>Webinars </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><li>Optimized for leading news search engines </li></ul><ul><ul><li>Yahoo! News </li></ul></ul><ul><ul><li>Google News </li></ul></ul><ul><ul><li>AOL News </li></ul></ul>
    10. 10. Past Success <ul><li>Synchrony Frost & Sullivan whitepaper: 51 downloads ($7.29 per lead) </li></ul><ul><li>The press release had better results than Google Ads (13) and Cincom.com (23). </li></ul><ul><li>Q2O Value Mapping Whitepaper: 69 downloads ($4.41 per lead) </li></ul>
    11. 11. What Does PR Do? <ul><li>Provide Early Stage Lead Generation </li></ul><ul><li>Catalysts/banner ads in Expert Access </li></ul><ul><li>Past Success </li></ul><ul><li>Of 52 attendees of Synchrony’s “Manage and Create” webinar – 26 were EA subscribers. </li></ul>
    12. 12. FY08 PR Focus Areas <ul><li>Product - Media Relations </li></ul><ul><li>Continue success with news release placement and lead generation </li></ul><ul><li>Increase number of feature placements in key publications </li></ul><ul><li>Expand Cincom Speakers Bureau into STAR teams </li></ul>
    13. 13. FY08 PR Focus Areas <ul><li>Product - Media Relations </li></ul><ul><li>Donna Burns (aligned with John Tepe’s internal clients) </li></ul><ul><ul><li>CMBS </li></ul></ul><ul><ul><li>CDS </li></ul></ul><ul><li>Jillian Phelan (aligned with Dale Wolf internal clients) </li></ul><ul><ul><li>Synchrony </li></ul></ul><ul><ul><li>CIBA </li></ul></ul><ul><ul><li>Smalltalk </li></ul></ul>
    14. 14. FY08 PR Focus Areas <ul><li>Employee Communications </li></ul><ul><li>Monthly PR You Can Use </li></ul><ul><li>Identify “Internal Experts” </li></ul><ul><li>Ad Hoc Requests </li></ul>
    15. 15. FY08 PR Focus Areas <ul><li>Cincom Corporate </li></ul><ul><li>New online news room with better RSS feeds and video capability </li></ul><ul><li>40th anniversary support </li></ul><ul><li>Expert Access readership analysis - lead generation – Ad revenue </li></ul><ul><li>Spirit of Enterprise MBA Business Plan Competition </li></ul>
    16. 16. FY08 PR Focus Areas <ul><li>CEO Visibility Program </li></ul><ul><li>Raise national profile of CEO Tom Nies </li></ul><ul><li>Thought Leadership Columns </li></ul><ul><li>Op-Ed Campaign – series of articles - reactive </li></ul><ul><li>Letter to the Editor Campaign – reactive </li></ul><ul><li>Talk Radio/Broadcast (When Tom book ready) </li></ul>
    17. 17. Why Tom Nies? <ul><li>A CEO's reputation is responsible for 50% of a company's reputation , up from 45% in previous years. </li></ul><ul><li>  </li></ul><ul><li>*Burson-Marsteller CEO Capital Survey </li></ul>
    18. 18. Why Tom Nies? <ul><li>Based upon the reputation of the CEO: </li></ul><ul><li>95% decide whether to invest in a company </li></ul><ul><li>94% will believe in a company under pressure from the media. </li></ul><ul><li>93% would recommend a company as a good alliance/merger partner </li></ul>
    19. 19. Why Tom Nies? <ul><li>Based upon the reputation of the CEO: </li></ul><ul><li>92% maintain confidence in a company when the share price lags </li></ul><ul><li>88% recommend the company as a good place to work </li></ul>
    20. 20. Why Tom Nies? <ul><li>61% of CEOs said a company’s reputation helped achieve the business objectives of promoting transactions and strategic partnerships </li></ul><ul><li>56% of CEOs said a company’s reputation helped achieve the business objectives of increasing sales. </li></ul><ul><li>* Hill & Knowlton G lobal CEO Survey </li></ul>
    21. 21. PR Communications to Sales <ul><li>PR You Can Use </li></ul><ul><li>Press Releases </li></ul><ul><li>Ad Hoc Internal Communications </li></ul>
    22. 22. How to Use PR to Further Your Sales <ul><li>Encourage due diligence </li></ul><ul><li>Pass along the news as an FYI. </li></ul><ul><li>Address sales objections. </li></ul><ul><li>Establish creditability of the product you’re selling. </li></ul><ul><li>Establish Cincom’s expertise in the prospect’s industry. </li></ul><ul><li>Provide support to your proposals. </li></ul><ul><li>Send your congrats. </li></ul>
    23. 23. Help Fuel PR! <ul><li>Be advocate to developing customer stories </li></ul><ul><li>Educate customer on benefits to them. </li></ul><ul><li>It’s their publicity. We just ride the coattails! </li></ul>
    24. 24. Help Fuel PR! <ul><li>Tell Us About </li></ul><ul><li>New sales </li></ul><ul><li>Unusual uses of our products </li></ul><ul><li>Successful use (i.e., improved metrics) of our product </li></ul><ul><li>New partnership deals </li></ul><ul><li>Significant product enhancements </li></ul><ul><li>New or unique publications </li></ul><ul><li>Trends in how customers use our products and services </li></ul>

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