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Getting the Message Right - November 2012

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Promote Public Relations Ltd
Promote Public Relations Ltd
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Getting the message right Engaging customers to drive grassroots participation Sue Anstiss – Promote PR
Why public relations?
Who are you targeting?
Different motivations?
Different influencers?
Different messages?
Same aspirations? Different products?
Different language and tone?
Different media?
How can you reach them?
Reading a local newspaper weekly
o Location o Age o Sex o Keywords (in profile) o Interests o Education o Workplace o Relationship o Family o Languages
Getting regular media coverage. What’s in your tool kit…?
1. Campaigns Creating an umbrella for all your activity
2. Photography Choosing the right image for your audience
3. Media Trials Getting media engaged
4. Research Regional hooks for national stories
5. Real stories with appeal
6. Spokesperson Not just your athletes
7. Seasonal stories
8. Use new media tools Bring life to your stories
9. Have a plan
10. Measure results
In Summary… 1. Identify your target audience 2. Tailor your messages 3. Think ‘broad’ media 4. Try a variety of tools 5. Plan and measure
Sue Anstiss 01628 630363 sue.anstiss@promotepr.com www.promotepr.com

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Getting the Message Right - November 2012