Getting the Message Right - November 2012

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Getting the Message Right - November 2012

  1. 1. Getting the message right Engaging customers to drive grassroots participation Sue Anstiss – Promote PR
  2. 2. Why public relations?
  3. 3. Who are you targeting?
  4. 4. Different motivations?
  5. 5. Different influencers?
  6. 6. Different messages?
  7. 7. Same aspirations?Different products?
  8. 8. Different language and tone?
  9. 9. Different media?
  10. 10. How can you reach them?
  11. 11. Reading a local newspaper weekly
  12. 12. o Locationo Ageo Sexo Keywords (in profile)o Interestso Educationo Workplaceo Relationshipo Familyo Languages
  13. 13. Getting regular media coverage. What’s in your tool kit…?
  14. 14. 1. CampaignsCreating an umbrella for all your activity
  15. 15. 2. PhotographyChoosing the right image for your audience
  16. 16. 3. Media TrialsGetting media engaged
  17. 17. 4. ResearchRegional hooks for national stories
  18. 18. 5. Real stories with appeal
  19. 19. 6. Spokesperson Not just your athletes
  20. 20. 7. Seasonal stories
  21. 21. 8. Use new media tools Bring life to your stories
  22. 22. 9. Have a plan
  23. 23. 10. Measure results
  24. 24. In Summary…1. Identify your target audience2. Tailor your messages3. Think ‘broad’ media4. Try a variety of tools5. Plan and measure
  25. 25. Sue Anstiss 01628 630363sue.anstiss@promotepr.com www.promotepr.com

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