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Special features and supplements
Restaurant reviews
Product pix
Bib & Tucker
Charity events
Charity events
Charity events
Adopt a charity
Adopt a charity
Adopt a charity
Sponsorship: global reach
Sponsorship: local influence
Sponsorship: the arts
Sponsorship: sports
VIP visits
The right endorsement
Bandwagon PR
Bandwagon PR
Bandwagon PR
Bandwagon PR
An expert writes
Think pictures!
 
 
Think pictures
Think pictures
Go green
Go green
Go green
Go green
Go green
Corporate and social responsibility
Sustainability: Commercial Group <ul><li>Office services  </li></ul><ul><li>Set up 1989 </li></ul><ul><li>Turnover £25m </...
Commercial <ul><li>Carbon neutral steering group </li></ul><ul><li>Energy efficient light bulbs </li></ul><ul><li>Swapped ...
 
Social media
E-launch
E-launch
Register your name on Twitter, Facebook
Prepare to lose control
Who’s going to make it happen? “ If I had just one marketing dollar left, I’d spend it on PR,”  Bill Gates, Microsoft
Getting started <ul><li>DIY </li></ul><ul><li>Marketing manager </li></ul><ul><li>Marketing agency (branding exercise, pro...
<ul><li>900 staff in UK </li></ul><ul><li>One marketing/PR team of 26 </li></ul><ul><li>3 art & design </li></ul><ul><li>2...
How much? <ul><li>4-7 per cent of turnover </li></ul><ul><li>What can you afford? </li></ul><ul><li>What do you want to ac...
Measuring the results: PR
Measuring the results: PR <ul><li>Advertising Value Equivalent: a blunt instrument </li></ul>
Measuring the results: PR <ul><li>Positive press coverage </li></ul><ul><li>One press release per month </li></ul><ul><li>...
Measuring the results: marketing <ul><li>Measurable: </li></ul><ul><li>Response to radio and press adverts </li></ul><ul><...
What price your reputation?
What price your reputation? “ I lost my business, my £650,000 salary and £500 million was wiped off the valuation of the c...
Choosing an agency <ul><li>Beware of jargon </li></ul><ul><li>People you can work with </li></ul><ul><li>Local </li></ul><...
How long will it take?
Brand values: quality, value for money, innovation, up for a challenge, fun
http://www.youtube.com/watch?v=8dhbqOlvx2U
 
Reputation matters Anita Syvret
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Business Link's Reputation Management- Part 2

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Business Link's presentation Reputation Management by Anita Syvret

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Business Link's Reputation Management- Part 2

  1. 1. Special features and supplements
  2. 2. Restaurant reviews
  3. 3. Product pix
  4. 4. Bib & Tucker
  5. 5. Charity events
  6. 6. Charity events
  7. 7. Charity events
  8. 8. Adopt a charity
  9. 9. Adopt a charity
  10. 10. Adopt a charity
  11. 11. Sponsorship: global reach
  12. 12. Sponsorship: local influence
  13. 13. Sponsorship: the arts
  14. 14. Sponsorship: sports
  15. 15. VIP visits
  16. 16. The right endorsement
  17. 17. Bandwagon PR
  18. 18. Bandwagon PR
  19. 19. Bandwagon PR
  20. 20. Bandwagon PR
  21. 21. An expert writes
  22. 22. Think pictures!
  23. 25. Think pictures
  24. 26. Think pictures
  25. 27. Go green
  26. 28. Go green
  27. 29. Go green
  28. 30. Go green
  29. 31. Go green
  30. 32. Corporate and social responsibility
  31. 33. Sustainability: Commercial Group <ul><li>Office services </li></ul><ul><li>Set up 1989 </li></ul><ul><li>Turnover £25m </li></ul><ul><li>67% growth 2006-10 </li></ul><ul><li>160 staff </li></ul>
  32. 34. Commercial <ul><li>Carbon neutral steering group </li></ul><ul><li>Energy efficient light bulbs </li></ul><ul><li>Swapped BMW for Smart cars </li></ul><ul><li>Bike-to-work scheme </li></ul><ul><li>Green energy provider </li></ul><ul><li>Cut skips from 40pw to 8pa </li></ul><ul><li>Saved £90,000 with bio-diesel </li></ul><ul><li>Reduced carbon emissions by 75% </li></ul><ul><li>Full-time environmental strategist </li></ul><ul><li>No marketing department, but some PR </li></ul>
  33. 36. Social media
  34. 37. E-launch
  35. 38. E-launch
  36. 39. Register your name on Twitter, Facebook
  37. 40. Prepare to lose control
  38. 41. Who’s going to make it happen? “ If I had just one marketing dollar left, I’d spend it on PR,” Bill Gates, Microsoft
  39. 42. Getting started <ul><li>DIY </li></ul><ul><li>Marketing manager </li></ul><ul><li>Marketing agency (branding exercise, product launch, new website, new image, going up a level) </li></ul><ul><li>PR agency (press coverage) </li></ul><ul><li>PR and marketing agency </li></ul><ul><li>Marketing consultant </li></ul><ul><li>Prepare a strategy </li></ul>
  40. 43. <ul><li>900 staff in UK </li></ul><ul><li>One marketing/PR team of 26 </li></ul><ul><li>3 art & design </li></ul><ul><li>2 internal comms </li></ul><ul><li>1 customer experience </li></ul><ul><li>3 public relations </li></ul><ul><li>2 sponsorships </li></ul><ul><li>2 internet </li></ul><ul><li>2 direct marketing </li></ul><ul><li>2 financial services </li></ul><ul><li>3 savings </li></ul><ul><li>2 mortgages </li></ul><ul><li>4 managers </li></ul><ul><li>No outside agencies </li></ul><ul><li>£4m pa advertising budget </li></ul>
  41. 44. How much? <ul><li>4-7 per cent of turnover </li></ul><ul><li>What can you afford? </li></ul><ul><li>What do you want to achieve, and how much must you spend to achieve it? </li></ul><ul><li>Retainer vv project fee </li></ul><ul><li>£750 - £3,000 per month </li></ul><ul><li>Don’t go wild </li></ul><ul><li>Fix a budget </li></ul>
  42. 45. Measuring the results: PR
  43. 46. Measuring the results: PR <ul><li>Advertising Value Equivalent: a blunt instrument </li></ul>
  44. 47. Measuring the results: PR <ul><li>Positive press coverage </li></ul><ul><li>One press release per month </li></ul><ul><li>Cuttings service </li></ul><ul><li>Response from press articles </li></ul><ul><li>Keeping your name out of the press in a crisis </li></ul>
  45. 48. Measuring the results: marketing <ul><li>Measurable: </li></ul><ul><li>Response to radio and press adverts </li></ul><ul><li>Direct mail </li></ul><ul><li>E-mail marketing </li></ul><ul><li>Online marketing </li></ul><ul><li>Increased turnover </li></ul><ul><li>Growth in market share </li></ul><ul><li>Not measurable: </li></ul><ul><li>Corporate brochure </li></ul><ul><li>Sponsorship </li></ul><ul><li>Literature </li></ul><ul><li>Hoardings </li></ul><ul><li>Directories </li></ul>
  46. 49. What price your reputation?
  47. 50. What price your reputation? “ I lost my business, my £650,000 salary and £500 million was wiped off the valuation of the company overnight,” Gerald Ratner
  48. 51. Choosing an agency <ul><li>Beware of jargon </li></ul><ul><li>People you can work with </li></ul><ul><li>Local </li></ul><ul><li>Other clients </li></ul><ul><li>Contacts </li></ul><ul><li>Testimonials </li></ul><ul><li>Their own website/marketing </li></ul><ul><li>Costs included in fee </li></ul><ul><li>Three-way pitch </li></ul><ul><li>Scoring system </li></ul>
  49. 52. How long will it take?
  50. 53. Brand values: quality, value for money, innovation, up for a challenge, fun
  51. 54. http://www.youtube.com/watch?v=8dhbqOlvx2U
  52. 56. Reputation matters Anita Syvret

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