Learning the 'Art' of 'Spin' with Anne-Marie Sparrow Webinar


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On 30 June, ABN member Anne-Marie Sparrow of Cube PR will take you through an in-depth view of public relations and insights into how public relations can be applied effectively.

We'll look at when, as a small business to use PR and how, what to expect in terms of outcomes - and when to maintain or reactivate public relations strategies.

During this 90-minute online workshop we'll look at:

What exactly is public relations and how does it fit into the overall marketing mix?
Should small businesses consider it – and how and where does it fit?
When can it work best? What can it achieve?
What are the critical components of applying public relations effectively?
Identifying a very clear, defined business objective
Uncovering and defining the priority audience
Considering other potential stakeholders/influencers
Building a clear position/communication messages
Identifying best vehicles for delivery of the message/your information to the priority audiences and/or influencers
Ensuring resonance/pick-up in an extremely information rich environment
Getting the activity underway – reviewing impact/results

With interactive elements and Q&A this event will help you take your understanding and planning for PR strategy to a deeper level.

For more great webinars, check our website. http://www.abn.org.au/site/events

Published in: Education, Business
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Learning the 'Art' of 'Spin' with Anne-Marie Sparrow Webinar

  1. 1. Learning the 'Art' of 'Spin'<br />Why, when and how to use public relations in small business<br />
  2. 2. Anne-Marie SparrowCube PR<br />
  3. 3. Power of public relations<br />A significant tool within the marketing mix<br />Substantial growth in its use in past two decades<br />Now viewed as a major industry<br />Often seen as more effective than more traditional methods<br />
  4. 4. What exactly is public relations?<br /><ul><li>MEDIA
  5. 5. EVENTS
  6. 6. DIGITAL
  9. 9. SEMINARS
  10. 10. LAUNCHES
  11. 11. BROCHURES
  13. 13. LOBBYING
  14. 14. CRISIS & ISSUES</li></ul>‘The art or science of establishing and promoting a favourable relationship with the public(s).’<br />More commonsense than rocket science!<br />But much more than MEDIA or PROMOTION!<br />
  15. 15. Questions to participants?<br />Have you applied public relations activities to your business?<br />What did it involve?<br />Media release<br />Meeting/seminar<br />Digital/social media<br />Customer information<br />Briefings<br />Lobbying<br />Other<br />
  16. 16. Consider all audience interactions<br />
  17. 17. Whyutilise it?<br /><ul><li>Can significantly enhance your marketing efforts
  18. 18. Can help you to build solid content/differentiated USPs
  19. 19. Can generate powerful advocates/supporters
  20. 20. Can assist in protecting your reputation
  21. 21. Small actions can make significant impact</li></li></ul><li>When to use it?<br />PROACTIVE<br /><ul><li>New product/service
  22. 22. Change in business strategy/directional change
  23. 23. Significant milestone
  24. 24. Major growth requirement
  25. 25. Establishing a new issue/need?</li></ul>REACTIVE<br /><ul><li>Manage reputation
  26. 26. Contain issue/crisis</li></li></ul><li>How to use it?<br /><ul><li>Start with simple steps
  27. 27. Dedicate time to focus on it
  28. 28. No need to constantly communicate
  29. 29. Engage a consultant with larger/complex tasks</li></li></ul><li>How – four step process?<br />END RESULT<br />Set your ultimate business objective<br />Make it highly specific and measurable <br /><ul><li>X number of additional customers
  30. 30. Increase in enquiries
  31. 31. Securing x additional business leads
  32. 32. Increase in sales of X%</li></li></ul><li>How – four step process?<br />2. TARGET AUDIENCE<br />Who is your ultimate audience? Be as specific as you can<br /><ul><li>Age, sex, occupation, family/single
  33. 33. Earnings
  34. 34. Metro/regional
  35. 35. Size of business
  36. 36. Age/location of business
  37. 37. Type of business</li></li></ul><li>How – four step process?<br />3. MESSAGES<br />Simple statements/key points that state your case/offer<br /><ul><li>What does your audience currently think?
  38. 38. What do they need to think?
  39. 39. What hurdles/barriers may prevent them getting there? </li></ul>Build messages with rational/emotional content<br />Provide evidence/substance<br />
  40. 40. How – four step process?<br />4. DELIVERY<br /><ul><li>Media editorials
  41. 41. Hosting meetings/seminars
  42. 42. One-on-one briefings/interactions
  43. 43. Direct delivery – mail/email
  44. 44. Online communications
  45. 45. Presence at events</li></ul>Think creatively:<br /><ul><li> Must stand out clearly
  46. 46. Strong differentiation
  47. 47. Impact</li></li></ul><li>Working with the media<br />Do I have a story?<br /><ul><li>New product/offer
  48. 48. Important data
  49. 49. Highly topical information
  50. 50. Strong stakeholder support
  51. 51. Case studies</li></ul>Pitching the story?<br /><ul><li>Media Kit
  52. 52. Media release & Fact Sheets
  53. 53. Identify priority journalist
  54. 54. Approach verbally/email
  55. 55. Actively follow-up</li></li></ul><li>For more inspiring interviews visit the herBusiness podcast on iTunes<br />
  56. 56. www.abn.org.au<br />