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Soapbox PR's approach to public relations

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Soapbox PR is a boutique PR and marketing consultancy based in Perth, Western Australia. We are often asked about our approach to PR and this presentation is one we presented to a client previously. We would love to hear your thoughts. Email us at info@soapboxpr.com.au or for more details visit www.soapboxpr.com.au

Published in: Marketing, Business
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Soapbox PR's approach to public relations

  1. 1. P U B L I C R E L A T I O N S & M A R K E T I N G The Dark Art of Public Relations
  2. 2. P U B L I C R E L A T I O N S & M A R K E T I N G Just a normal day in the office at Soapbox…
  3. 3. P U B L I C R E L A T I O N S & M A R K E T I N G Meanwhile, back in the real world…
  4. 4. P U B L I C R E L A T I O N S & M A R K E T I N G We’re not… • Spin doctors • Media tarts • Alcoholics
  5. 5. P U B L I C R E L A T I O N S & M A R K E T I N G So what are we then? ‘Public relations is the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation (or individual) and its (or their) publics. It’s the key to effective communication in all sectors of business, government, academic and not-for-profit.’ Public Relations Institute of Australia.
  6. 6. P U B L I C R E L A T I O N S & M A R K E T I N G Which means we do what? • PR strategy development and implementation • Community and stakeholder engagement • Website and internet marketing • Social media • Media relations • Events • Copywriting • Issues & crisis management • Branding and production of marketing materials • Promotional campaigns
  7. 7. P U B L I C R E L A T I O N S & M A R K E T I N G Show don’t tell Strategy development: • Objectives • Key messages • Strategy • Tactics • Timeline • Budget
  8. 8. P U B L I C R E L A T I O N S & M A R K E T I N G Community & Stakeholder Engagement • Major infrastructure project • Website • Newsletter • Direct Mail • Public notices • Media relations • Dedicated enquiry line • Issues management
  9. 9. P U B L I C R E L A T I O N S & M A R K E T I N G Website & internet marketing • Charity ride between Perth and Broome • Donations • Interactive map • Blog posts
  10. 10. P U B L I C R E L A T I O N S & M A R K E T I N G Social media • Interactive • Integrated with other PR and marketing activities • Personalising a brand
  11. 11. P U B L I C R E L A T I O N S & M A R K E T I N G Media relations Ref: 157184906 Copyright AgencyLimited (CAL) licenced copy Sunday Times (Perth) Sunday 5/08/2012 Page: 7 Section: Real Estate Region: Perth, AU Circulation: 282585 Type: Capital City Daily Size: 396.71 sq.cms. AUS: 1300 1 SLICE NZ: 0800 1 SLICE service@slicemedia.com press clip
  12. 12. P U B L I C R E L A T I O N S & M A R K E T I N G Copywriting • Brochures • Annual Reports • Guides/ factsheets
  13. 13. P U B L I C R E L A T I O N S & M A R K E T I N G Branding & production of marketing materials • Banners • Posters • Signage • Brochures • Flyers
  14. 14. P U B L I C R E L A T I O N S & M A R K E T I N G Promotional campaigns & events • Launch of new concept in house and land packages • Event management • Media relations • Invitations
  15. 15. P U B L I C R E L A T I O N S & M A R K E T I N G The difference between PR and marketing PR Relationships/ perceptions: •Media relations •Stakeholder and community engagement •Social media Characteristics: •Longevity •Substance •Slow burn Marketing Selling/product awareness: • Advertising • Promotions • Point of sale material • Brand positioning Characteristics: • Shorter term • Soundbites • Quick return Disputed territory • Branding • Social media
  16. 16. P U B L I C R E L A T I O N S & M A R K E T I N G Secrets of our success • Good clients! • Complementary skills • Integration with marketing activities • Clearly defined objectives • Targeted strategies • Achievable outcomes
  17. 17. P U B L I C R E L A T I O N S & M A R K E T I N G Briefing us Bombard us with information!  
  18. 18. P U B L I C R E L A T I O N S & M A R K E T I N G Be clear about what you want to achieve We want [HOW MANY?] of [WHO?] to [DO, SAY, THINK?][WHAT?] by [WHEN?] •Eg: We want 30 per cent of Belmont Forum shoppers to shop on a Sunday by December 2012
  19. 19. P U B L I C R E L A T I O N S & M A R K E T I N G Dark art or science? Research shows that the top 3 questions clients ask are: • Did we meet our objectives? (24.2%) • Does this meet/justify costs? (16.5%) • How do you measure this? (16.5%)
  20. 20. P U B L I C R E L A T I O N S & M A R K E T I N G Measuring effectiveness Start with SMART objectives! Measurement methodology depends on the activity: • Media relations – NOT AVE!! News content analysis? • Events – attendance? • Community engagement - follow up surveys, evidence of behavioural change
  21. 21. P U B L I C R E L A T I O N S & M A R K E T I N G Added value • When PR coverage is positive it gives a boost to investments made in other forms of marketing (online, print, direct mail etc) • PR has a longer life span – a price promotion ends the day the offer ends • Absence of PR is an opportunity lost which converts to a cost to a business
  22. 22. P U B L I C R E L A T I O N S & M A R K E T I N G They would say that wouldn’t they… Don’t take our word for it… • “A good Public Relations campaign or moment is something that feels like news rather than advertising. In fact, PR can beat advertising hands down and save tens of millions of dollars.” Richard Branson

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