Jessica Warner, Lansons, giving speech at "Journeys of Health-Tech Innovation", march 22nd, 2016, London, on how to help grow your business using PR and marketing.

1. Growing your
business with PR
Jessica Warner, Account Director, Lansons
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“Your reputation is everything, you’ve
got to fight to build it and fight to
protect it”
Richard Branson

3. Business
Benefits
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• PR will be aligned to your business
plan
• Supporting your sales strategy
• Adding value to your customers
• Attracting new talent
• Driving business leads
• PR content can be incorporated
into sales and marketing collateral

4. Reputation
and
Endorsement
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• Helps you be part of the consideration
process
• Achieves credibility through third party
endorsement
• Allows you to communicate USPs
• Elevates the business and
spokespeople to industry experts
• Establishes you as an authority
• Inserts you into influential networks and
creates advocacy

5. There are three key steps to developing an
effective PR strategy, that helps you achieve your
objectives
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1. Stakeholder mapping
2. Message development
3. Platform identification
Steps for creating a
PR strategy that
grows your business

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1. Stakeholder
Mapping
Media
AnalystsSuppliers
Investors
Competitor
s
“Industry
experts”
e.g.
doctors,
surgeons

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2. Message
Development

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Message House example:

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3. Platform
Identification
• Company news
• Features
• Opinion
• Product launches
• CEO profiles
• Case studies
• News-hijacking
• Reactive comment

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How do you know
you’re ready for PR?
1. Stakeholder mapping: can
you prioritise?
2. Message development: do
you have proof points?
3. Platform identification: are
you prepared and can you
facilitate?

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Our approach
1. Drive brand awareness: business positioning, corporate news
flow and spokesperson profiling
2. Create brand reputation based on high trust: thought
leadership based on related industry issues
3. Support sales/ drive leads: networks / introductions
Getting
known
Known
for a reason
Unknown
4. Support exit strategy
Example programme

12. Case Study: Growth Street Launch

13. Case Study: Growth Street Positioning

14. Case Study: APR4SMEs Campaign Launch

15. Case Study: APR4SMEs Sustained Campaign

16. Reputation matters
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Work with an agency you
can trust to care about
yours as much as you do.