The document outlines strategic public relations and marketing techniques focusing on building valuable relationships with audiences. Key elements include targeting the right audience, crafting the appropriate message, timing communications effectively, and utilizing the right channels for engagement. It emphasizes the importance of storytelling and measuring performance against commercial objectives rather than only relying on metrics like coverage or awareness.

1. PR & Marketing Analysis
Lyndon Johnson THINK | DIFFERENT [LY] 2013

2. Founder, THINK | DIFFERENT [LY]
ex-Broadcaster, coffee drinker, Green Bay Packer fan

3. Public Relations
the [strategic] process of building
mutually beneficial relationships
between an organization and its
publics

4. Marketing [communications]
Everything you do to leverage the
relationships built via public
relations activity

5. Brand
What your customers and prospects
say about you

6. Value proposition
What makes you valuable to your
customers and prospects

7. Social Media [real-time internet]
Using various social platforms to
communicate with an organizations
various publics

8. The elevator pitch

9. 30 seconds

10. Your name
Business/idea
Why you’re different
#1 marketing challenge

11. What is effective PR?

12. The right message to the right
audience, at the right time via the
most appropriate channel

13. #1. The Right Audience

14. Go Niche

15. Stay focused

16. 300,000

17. 7.5

18. Get involved

19. Feel their pain

20. Learn how your audience talks…

21. …thinks...

22. … & makes decisions!

23. Understand the influencers

24. Validate the audience

25. Audience activity: define your
audience

26. #2. The Right Message

27. Core values

28. Value Proposition

29. Focus on value
[not feature/function]

31. Value proposition is the basis for
your messages

32. Develop custom messages

35. 10, 25, 50 and 100 words

36. Validate messages

37. Value prop/message activity

38. #3. The Right Time

39. When is the right time?

40. It isn’t ALL the time!

41. Your audience is listening

42. Find the right time

43. Key events

44. Timing activity

45. #4. The Right Channel

46. Where is my audience?

47. Start a conversation

48. Listen and observe

49. Participate

50. “Engage brain. Open Mouth”

51. The media as an audience

52. How do I create a compelling
story?

53. Scandal

54. Bad news

55. Human Interest

56. Currency

57. “Do something cool. Tell us
about it. Then do it again”
John Biggs, TechCrunch

58. Become an asset

59. Offer help before asking for it

60. Understand the audience

61. The right message to the right
audience, at the right time via the
right channel

62. Story-telling activity

63. Marketing

64. Content Marketing

65. The right content to the right
audience at the right time in the
right format, via the right delivery
mechanism

66. Measuring PR & marketing
performance

67. Pick commercial objectives

68. Coverage/awareness is NOT a
goal

69. Actions speak louder than page
impressions

70. Monitor/review campaigns

71. Find out what could work better

72. THINK | DIFFERENT [LY]
http://differently.ca
@THINK_Lyndon
lyndon@thinkdifferently.ca
647.773.2677