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?
Including:
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

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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
  7. 7. PRESENTATIONS
  8. 8. BRIEFINGS
  9. 9. SEMINARS
  10. 10. LAUNCHES
  11. 11. BROCHURES
  12. 12. SPONSORSHIPS
  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 />

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