SMBME Linda Varrell - Public Relations: Getting Your Voice Heard

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What IS public relations? What is the value to your business? Linda Varrell from Broadreach PR covers that and more in this presentation that she gave at Social Media Breakfast Maine.

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SMBME Linda Varrell - Public Relations: Getting Your Voice Heard

  1. 1. Public Relations: Getting Your Voice Heard Presented by: Linda Varrell, APR November 18, 2011 Social Media Breakfast Maine (#SMBME) 19 Commercial St. Portland, Maine  www.broadreachpr.com
  2. 2. Biz & Financial Case for PR"Public relations helps an organization and its publics adapt mutually to each other.“-PRSA Big Picture Overview Communication Discipline Delivers Value* Builds Goodwill – Halo Effect* Gives Brands Voice*Study by Proctor & Gamble – http://vocus.com/codies/Marketing_ROI.pdf 19 Commercial St. Portland, Maine  www.broadreachpr.com
  3. 3. Marketing & PR Together Marketing• Market – focused IMPACT• Attract consumers• Builds brand image• Maintains consistency• Delivers on promises• Captures the wallet Brand Reputation Public Relations• Relationship-focused• Reduce / deflect conflict• Builds reputation• Seeks understanding• Strives for dialogue• Captures the heart 19 Commercial St. Portland, Maine  www.broadreachpr.com
  4. 4. Losing Your VoiceTime PovertyUnclear audiencesNot speaking in one voiceFractionalization of channelsMinimal feedbackMismatched resources 19 Commercial St. Portland, Maine  www.broadreachpr.com
  5. 5. Finding Your Voice19 Commercial St. Portland, Maine  www.broadreachpr.com 5
  6. 6. Setting Objectives • Tie to overall goals Examples • Grow engaged community by • Reputation 75% over the next year • Relationship • Increase # of positive reviews • Retain X% in clients through • Task (State of Being) relationship building • Measurable (SMART)* • Outputs (Impressions, Interactions, Reach) • Outcomes (Awareness, Attitudes, Behaviors) • Business Results (Share of Wallet, Referrals)*http://www.instituteforpr.org/wp-content/uploads/Setting_PR_Objectives.pdf 19 Commercial St. Portland, Maine  www.broadreachpr.com
  7. 7. Who is Your Audience?Who…?• Needs to know or understand?• Needs to be involved?• Will be affected?• Can provide advice?*Public Relations Society of America/UAB 19 Commercial St. Portland, Maine  www.broadreachpr.com 7
  8. 8. Refining Your Voiceo Draw out intrinsic value – state of beingo Narrow down to 3 to 5 key pointso Identify powerful words for concrete messageso Tailored for your audienceo Developed for a variety of purposeso Delivered consistently and authentically 19 Commercial St. Portland, Maine  www.broadreachpr.com 8
  9. 9. Reaching Your AudienceoFace to FaceoDirect MailoElectronicallyoEvents/SponsorshipsoPaid MediaoEarned MediaoSocial MediaoWord of Mouth 19 Commercial St. Portland, Maine  www.broadreachpr.com 9
  10. 10. Damage Control Red Cross / Dogfish Head •Innocent Tweet •Appropriate Response •Quick Thinking •Mutually-beneficial Action •Financial Results •Long-term Relationshiphttp://www.huffingtonpost.com/2011/02/16/red-cross-rogue-tweet_n_824114.html 19 Commercial St. Portland, Maine  www.broadreachpr.com
  11. 11. Listening & Adjusting• Monitoring & measuring• Identifying success indicators o Perception o Financial• Making adjustments to stay on target with objectives• Positing for success• Bracing for what could go wrong 19 Commercial St. Portland, Maine  www.broadreachpr.com 11
  12. 12. Thank you… Linda Varrell, APR Broadreach Public Relations 19 Commercial Street Portland, ME 04101 207-619-7350 lindav@broadreachpr.com www.broadreachpr.com www.twitter.com/broadreach www.Facebook.com/BroadreachPR 19 Commercial St. Portland, Maine  www.broadreachpr.com

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