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EIA 2015 PR and Branding for Getting, Keeping and Growing Customers

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Vanessa Marcie – Head of Marketing & Communications, Team Côte d’Azur

Published in: Technology

EIA 2015 PR and Branding for Getting, Keeping and Growing Customers

  1. 1. PR & BRANDING FOR GETTING, KEEPING & GROWING CUSTOMERS vanessa marcie Head of marketing & communications Team côte d’azur
  2. 2. HIGH TECH, HIGH LIFE: CÔTE D’AZUR # 2 WHAT IS BRANDING?
  3. 3. HIGH TECH, HIGH LIFE: CÔTE D’AZUR # 3 WHAT IS BRANDING?
  4. 4. HIGH TECH, HIGH LIFE: CÔTE D’AZUR # 4 WHAT IF?
  5. 5. HIGH TECH, HIGH LIFE: CÔTE D’AZUR # 5
  6. 6. HIGH TECH, HIGH LIFE: CÔTE D’AZUR # 6 WHAT IS PUBLIC RELATIONS? • PUBLIC RELATIONS (PR) IS THE WAY ORGANISATIONS, COMPANIES AND INDIVIDUALS COMMUNICATE WITH THE PUBLIC AND MEDIA. A PR SPECIALIST COMMUNICATES WITH THE TARGET AUDIENCE DIRECTLY OR INDIRECTLY THROUGH MEDIA WITH AN AIM TO CREATE AND MAINTAIN A POSITIVE IMAGE AND CREATE A STRONG RELATIONSHIP WITH THE AUDIENCE.
  7. 7. HIGH TECH, HIGH LIFE: CÔTE D’AZUR # 7 WHY?
  8. 8. HIGH TECH, HIGH LIFE: CÔTE D’AZUR # 8 WHY? • BRAND RECOGNITION • ATTRACT NEW USERS/MARKET TRACTION • INVESTOR INTEREST • RAISE PROFILE WITH POTENTIAL PARTNERS/CREDIBILITY • RECRUIT GREAT PEOPLE
  9. 9. HIGH TECH, HIGH LIFE: CÔTE D’AZUR # 9 WHO? • INFLUENCERS • BLOGGERS • INDUSTRY ANALYSTS (GARTNER) • JOURNALISTS
  10. 10. HIGH TECH, HIGH LIFE: CÔTE D’AZUR # 10 WHERE? • OFFLINE • TRADE/CONSUMER MEDIA (MAGAZINE/NEWSPAPER) • CONFERENCES/NETWORKING EVENTS • ONLINE • BLOGS • ONLINE COMMUNITIES • SOCIAL MEDIA
  11. 11. HIGH TECH, HIGH LIFE: CÔTE D’AZUR # 11
  12. 12. HIGH TECH, HIGH LIFE: CÔTE D’AZUR # 12 HOW? • DATABASE (CISION-GORKANA) • PRESS RELEASE • SOCIAL MEDIA • BECOME AN EXPERT IN YOUR FIELD • HOLD BRIEFINGS • POST MEDIA RELEASE TO THE WIRES (NEWSWIRES) • BLOG YOUR WAY TO SUCCESS ON A HIGH-PROFILE SITE (FORBES)
  13. 13. HIGH TECH, HIGH LIFE: CÔTE D’AZUR # 13
  14. 14. HIGH TECH, HIGH LIFE: CÔTE D’AZUR # 14 WHAT? • craft compelling pitches and press releases • News related Stories • Customers Testimonials • Company Results • Create a survey/piece of research • Use infographics as outreach bait
  15. 15. HIGH TECH, HIGH LIFE: CÔTE D’AZUR # 15 WHEN? • Plan your pr • Offline (Quaterly/Monthly/weekly/yearly) • Online (Weekly/Daily) • Release regular stories • Don’t forget to track the coverage!
  16. 16. HIGH TECH, HIGH LIFE: CÔTE D’AZUR # 16
  17. 17. HIGH TECH, HIGH LIFE: CÔTE D’AZUR # 17 WHAT IS A MEDIA LIST? • EXCEL SPREADSHEET • MEDIA OUTLET (INDUSTRY/COUNTRY/ CIRCULATION&TRAFFIC/ PRIORITY (T1/T2/T3) • JOURNALIST CONTACT DETAILS (NAME/EMAIL/SOCIAL MEDIA PROFIL/EXPERTISE/
  18. 18. HIGH TECH, HIGH LIFE: CÔTE D’AZUR # 18
  19. 19. HIGH TECH, HIGH LIFE: CÔTE D’AZUR # 19 TIPS TO WRITE A GOOD PRESS RELEASE • CRAFT A HOOK • ADD A GREAT HEADLINE • MAKE THE "WHO" AND "WHAT" OBVIOUS • GET RIGHT TO THE POINT IN THE FIRST PARAGRAPH • INCLUDE HARD NUMBERS • AVOID JARGON • ADD SOME QUOTES CUSTOMER AND EXPERT QUOTES
  20. 20. HIGH TECH, HIGH LIFE: CÔTE D’AZUR # 20 TIPS TO WRITE A GOOD PRESS RELEASE • Provide resources • Use real names • Include an “About Us” section • Include your company logo • Include a media contact • One page is best and two is the maximum • proofread • Share your news
  21. 21. HIGH TECH, HIGH LIFE: CÔTE D’AZUR # 21
  22. 22. HIGH TECH, HIGH LIFE: CÔTE D’AZUR # 22 PR CHECK LIST • DISCOVER YOUR TARGET AUDIENCE • DETERMINE YOUR KEY MESSAGE • SELECT YOUR TARGET JOURNALISTS AND HOW TO REACH THEM • BUILD RELATIONSHIPS FIRST • PICK A SPOKESPERSON
  23. 23. HIGH TECH, HIGH LIFE: CÔTE D’AZUR # 23 PR CHECK LIST • INTEGRATE SEO STRATEGY INTO YOUR PR CAMPAIGN • TAKE PRESS PHOTOS • STRIKE EARLY IN THE MORNING • PUT THE PHONE DOWN -- SEND YOUR PITCH VIA EMAIL FIRST • BE PREPARED FOR THINGS TO GO WRONG
  24. 24. HIGH TECH, HIGH LIFE: CÔTE D’AZUR # 24 GOT A BUDGET? • AGENCY VS ADVERTISING
  25. 25. HIGH TECH, HIGH LIFE: CÔTE D’AZUR # 25 And don’t forget…
  26. 26. THANK YOU VMARCIE@TEAMCOTEDAZUR.FR TWITTER @VMARCIE
  27. 27. HIGH TECH, HIGH LIFE: CÔTE D’AZUR # 27 WHERE DO YOU WANT TO START UP ? COTE D’AZUR WELCOMES TALENTS

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