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AIST Presentation: PR, more than just a media release
Presentation to AIST Marketing Ideas Exchange on the role of PR in the marketing mix and practical tips and hints on building an effective PR program
AIST Presentation: PR, more than just a media release
- 1. AIST MARKETING IDEASEXCHANGE THE ROLE OF PR, MORE THAN JUST A MEDIA RELEASE PAUL CHEAL 21 JULY 2015
- 2. Agenda ① Section 1 PR explained What is PR Where PR fits in the marketing mix The (r)evolution of PR Elements of effective PR Start with strategy Using ‘big’ data Create great content Use media to your advantage Be social Measure your success ② Section 2 – Workshop
- 3. Section 1 –PR explained
- 4. What is PR? PR is a planned and sustained effort to build your brand reputation with all stakeholders Reputation can be a company’s biggest asset – the thing that makes you stand out from the crowd and gives you a competitive edge All stakeholders have an opinion about the organisation they come into contact with – whether good or bad, right or wrong. These perceptions will drive their decisions about whether they want to work with, shop with, invest with and support these organisations. Why do PR Build your brand Promote a new product or offer Educate existing or potential members Protect your reputation Connect with your stakeholders Inform existing or potential members Reinforce your message Engage with the industry or government
- 5. Where PR fitsin the marketing mix Marketing Product Price Place Sales promotion - Content - Sponsorship - Image - Social Marketing Comms Media relations Government relations Public Affairs Lobbying Internal comms HR (policies, Recruitment) Unions Financial Relations FM (Investors, shareholders, analysts) Community Relations Activists CSR Reputation Crisis & issues management Direct Marketing Advertising Public Relations Face to face Digital
- 6. The (r)evolution ofPR SOCIAL MEDIA CONTENT MARKETING NATIVE ADVERTISING DIGITAL A CHANGING MEDIA LANDSCAPE WHERE TO NEXT?
- 7. Elements of effectivePR Start with strategy Using ‘big’ data Create great content Use media to your advantage Be social Measure your success
- 8. Elements of effectivePR Start with strategy Using ‘big’ data Create great content Use media to your advantage Be social Measure your success
- 9. Building a communicationstrategy The business goals Know your audience Situation analysis Communication goals and (SMART) objectives Tactics and execution Define your strategy Measure and evaluate
- 10. Elements of effectivePR Start with strategy Using ‘big’ data Create great content Use media to your advantage Be social Measure your success
- 11. Using data tounderstand the member journey We are in a world where we can truly map the customer journey to know where and when we can communicate with them and what we need to say For funds this means we can anticipate the needs/wants of members; tailor the relevance of our communication; and better assess the effectiveness of what we do Member Annual statement See an ad Associate with a sponsor- ship Receive an email Read about you in the media Visit your website
- 12. Elements of effectivePR Start with strategy Using ‘big’ data Create great content Use media to your advantage Be social Measure your success
- 13. It all startswith content
- 14. Creating great content Great content should cut through a noisy market, grab the attention of your target audience, and explain the benefits of your ideas. To do this, the message has to be what you want to get across but also what your target audience wants to hear To engage with stakeholders, it is important to understand objectives, audience, messaging and tone, and draft content to suit the medium
- 15. Elements of effectivePR Start with strategy Using ‘big’ data Create great content Use media to your advantage Be social Measure your success
- 16. Why engage withmedia? Third party validation of your story Another touch point in the communication mix Help maintain the dialogue with your members/potential members Demonstrate your expertise Share business wins Demonstrate value – e.g. most members would be unaware of the insurance Build relationships that will help if/when issues arise Great for SEO Media will write about you anyway
- 17. Dos and don’tsof media engagement Do’s Talk clearly – most people, including journalists switch off if there is too much jargon or complex business language. Plain and simple English is best Be patient – it can take time to build up a media presence, especially for smaller companies. It’s worth taking the time to get to know the media you want to be in and familiarise yourself so you know what’s of interest to them Be passionate – a journalist is only going to be interested in your story if you are yourself! No need to go OTT but have conviction when talking about your business Think about quality over quantity – A larger profile piece will make more impact than lots of small mentions so consider taking a more targeted, exclusive approach Don’ts Pester a journalist – journalists don’t like to be chased or called up checking to see if they received your email. If you do call, make sure it’s adding value! Assume – journalists on mainstream publications are generalists so don’t assume they know anything about what you do or who your client base are Say no comment – once you put yourselves out there, you can’t dip in and out as you choose
- 18. Elements of effectivePR Start with strategy Using ‘big’ data Create great content Use media to your advantage Be social Measure your success
- 19. We all knowwe should be there
- 20. Getting started… orrevamping your presence When it comes to social media there are lots of questions to ask - understanding your objectives, knowing where your audience is online, and defining your approach are all key How do you want to be involved: proactive or reactive? What do you want to talk about? How will it help retain/attract members? What are the appropriate measurement and metrics? How will you assign resources, agree investment (time and money)?
- 21. Elements of effectivePR Start with strategy Using ‘big’ data Create great content Use media to your advantage Be social Measure your success
- 22. Proving the valueof PR
- 23. Recap Communication needsto start with strategy and align to business goals Use data to drive your campaign Content is the heart of PR – creating rich, compelling content will drive your program Media is changing but still an important channel Social media is the new norm, how will your fund engage Create a dashboard to measure the success of your program
- 24. Paul Cheal General Manager| Partner Honner +61 2 8248 3752 +61 427 755 296 paul@honner.com.au twitter: @honnermedia