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PR Client Presentations


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Advice for students in ADPR 5950/7950 on how to prepare for their campaigns client presentations.

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PR Client Presentations

  1. 1. Client presentations Pitching a client in public relations
  2. 2. Purpose <ul><li>Typically, presentations are conducted to persuade a client to retain an agency </li></ul><ul><li>For this class, the purpose is to “sell” the client on the campaign you’ve developed </li></ul><ul><ul><li>Professional dress, language, and comportment </li></ul></ul>
  3. 3. Place and time <ul><li>Presentations are held during the last week of class in the PR Lab, Room 239A Journalism Building </li></ul><ul><li>You will have 20 minutes to present and 30 minutes for client Q&A </li></ul>
  4. 4. Who does what? <ul><li>Only the client and the team attend </li></ul><ul><li>Clients sit at the seminar table </li></ul><ul><li>Presenters stand in front </li></ul>
  5. 5. Who does what? <ul><li>Remaining team members wait in the computer area of the PR lab </li></ul><ul><ul><li>They will join the presenters in the front of the room for Q&A </li></ul></ul><ul><ul><li>In the “real world,” only presenters attend </li></ul></ul>
  6. 6. PowerPoint <ul><li>Each team should develop a PowerPoint presentation </li></ul><ul><ul><li>The computer is a Mac </li></ul></ul><ul><ul><li>The presentation appears on the plasma screen monitor in the front of the room </li></ul></ul>
  7. 7. Tips on PowerPoint <ul><li>You can use audio and visual effects (music, sound bites, video) as appropriate </li></ul><ul><li>Presenters should not “read” from the screen or from notes, but should speak conversationally, using the PowerPoint slides as cues </li></ul><ul><li>Use simple backgrounds, sans serif fonts, and few words </li></ul>
  8. 8. Tips on PowerPoint <ul><li>Do not try to pull chunks of text from your plan and put them on slides; create new content for the presentation </li></ul><ul><li>Don’t try to include every objective, tactic, timetable item, etc. – avoid too much detail and too many numbers </li></ul><ul><li>Hit the high points and refer them to your book for the details </li></ul>
  9. 9. Tips on PowerPoint <ul><li>Avoid excessive cinematic effects. Use PowerPoint to provide an overview of your main points, not to dazzle </li></ul><ul><li>Be prepared for the technology to fail </li></ul><ul><ul><li>Bring print copies of the presentation </li></ul></ul><ul><ul><li>Rehearse without the computer </li></ul></ul>
  10. 10. Other support materials <ul><li>You can use exhibits, such as a poster placed on an easel to display a proposed logo </li></ul><ul><li>You can bring handouts (takeaways) with sample tactics or an outline of the presentation, but the focus should be on the speakers, not materials </li></ul>
  11. 11. Basic outline <ul><li>Introduction: tell the client you’re excited to make your presentation and provide an agenda </li></ul><ul><li>Background: provide a quick overview of the main point of your campaign </li></ul><ul><li>Situation Analysis: basic facts found in research; opportunities your team has identified (corresponds with your goals) </li></ul>
  12. 12. Basic outline <ul><li>Tactics: a brief overview of some of the most important or appealing tactics </li></ul><ul><li>Budget: a quick look at the overall numbers </li></ul><ul><li>Conclusion: thank the client and hand them the completed book </li></ul>
  13. 13. Takeaways for agency client presentations <ul><li>Capabilities—agency background information </li></ul><ul><li>Bios of team members </li></ul><ul><li>Reference list—satisfied clients </li></ul><ul><li>Copy of the presentation—PowerPoint or other materials used </li></ul>
  14. 14. Three words <ul><li>Rehearse, rehearse, rehearse </li></ul><ul><li>It’s obvious if you haven’t rehearsed together </li></ul><ul><ul><li>Practice not only who will say what, but where you will stand and how you will move from one place to another </li></ul></ul><ul><ul><li>Orchestrate introductions and departure </li></ul></ul><ul><li>Practice in different conditions such as a ringing cell phone or no computer </li></ul>