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Omec workshop 26 april 2010 (final)

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Omec workshop 26 april 2010 (final)

  1. 1. unleashing the power of PR! Presented by Guru in a Bottle Monday 26 April 2010 Corus Hotel Hyde Park Lancaster Gate London W2 3LG www.guruinabottle.com Copyright©2010. Guru in a Bottle. All Rights Reserved. and who knows where it can take you!
  2. 2. welcome www.guruinabottle.com Copyright©2010. Guru in a Bottle. All Rights Reserved.
  3. 3. BBC network radio & TV & BBC world service www.guruinabottle.com Copyright©2010. Guru in a Bottle. All Rights Reserved.
  4. 4. Copyright©2010. Guru in a Bottle. All Rights Reserved. www.guruinabottle.com
  5. 5. www.guruinabottle.com Copyright©2010. Guru in a Bottle. All Rights Reserved.
  6. 6. what we’ll cover in the next sixty minutes… www.guruinabottle.com Copyright©2010. Guru in a Bottle. All Rights Reserved.
  7. 7. what is PR? www.guruinabottle.com Copyright©2010. Guru in a Bottle. All Rights Reserved.
  8. 8. PR = gimmicks? Copyright©2010. Guru in a Bottle. All Rights Reserved. www.guruinabottle.com
  9. 9. PR = Sir Richard Branson? Copyright©2010. Guru in a Bottle. All Rights Reserved. www.guruinabottle.com
  10. 10. PR = Max Clifford ? Copyright©2010. Guru in a Bottle. All Rights Reserved. www.guruinabottle.com
  11. 11. PR = Advertising? Copyright©2010. Guru in a Bottle. All Rights Reserved. www.guruinabottle.com
  12. 12. PR = spin? Copyright©2010. Guru in a Bottle. All Rights Reserved. www.guruinabottle.com Copyright©2010. Guru in a Bottle. All Rights Reserved.
  13. 13. PR = no such thing as “bad” PR? + = Copyright©2010. Guru in a Bottle. All Rights Reserved. www.guruinabottle.com
  14. 14. effective PR = management of reputation www.guruinabottle.com Copyright©2010. Guru in a Bottle. All Rights Reserved.
  15. 15. (rather large) PR disasters... and how to avoid them Copyright©2010. Guru in a Bottle. All Rights Reserved. www.guruinabottle.com
  16. 16. Copyright©2010. Guru in a Bottle. All Rights Reserved. www.guruinabottle.com
  17. 17. Copyright©2010. Guru in a Bottle. All Rights Reserved. www.guruinabottle.com
  18. 18. Copyright©2010. Guru in a Bottle. All Rights Reserved. www.guruinabottle.com
  19. 19. www.guruinabottle.com Copyright©2010. Guru in a Bottle. All Rights Reserved. As seen on TV!
  20. 20. Copyright©2010. Guru in a Bottle. All Rights Reserved. www.guruinabottle.com
  21. 21. Copyright©2010. Guru in a Bottle. All Rights Reserved. www.guruinabottle.com
  22. 22. Copyright©2010. Guru in a Bottle. All Rights Reserved. www.guruinabottle.com
  23. 23. Copyright©2010. Guru in a Bottle. All Rights Reserved. www.guruinabottle.com
  24. 24. Copyright©2010. Guru in a Bottle. All Rights Reserved. www.guruinabottle.com
  25. 25. Copyright©2010. Guru in a Bottle. All Rights Reserved. www.guruinabottle.com
  26. 26. Copyright©2010. Guru in a Bottle. All Rights Reserved. www.guruinabottle.com Los Angeles Times reported that the Goldman Sachs brand "has one of the worst reputations among the wider public of any big company in the U.S., according to a recent survey by Harris Interactive.
  27. 27. Copyright©2010. Guru in a Bottle. All Rights Reserved. www.guruinabottle.com 5½ years prison 24 years prison Andrew Fastow, CFO Jeff Skilling, CEO Decline in the share price of Enron Share price ($)
  28. 28. segmentation techniques www.guruinabottle.com Copyright©2010. Guru in a Bottle. All Rights Reserved.
  29. 29. attitudes, values, beliefs Copyright©2010. Guru in a Bottle. All Rights Reserved. www.guruinabottle.com
  30. 30. “ inside out” or “outside in” ? Copyright©2010. Guru in a Bottle. All Rights Reserved. www.guruinabottle.com
  31. 31. two realms of understanding background noise background noise feedback www.guruinabottle.com Copyright©2010. Guru in a Bottle. All Rights Reserved. source encoding decoding receiver messages
  32. 32. messaging Copyright©2010. Guru in a Bottle. All Rights Reserved. www.guruinabottle.com
  33. 33. Copyright©2010. Guru in a Bottle. All Rights Reserved. www.guruinabottle.com
  34. 34. the “elevator pitch” Copyright©2010. Guru in a Bottle. All Rights Reserved. www.guruinabottle.com
  35. 35. power of the narrative Copyright©2010. Guru in a Bottle. All Rights Reserved. www.guruinabottle.com
  36. 36. it’s not what you offer but what you deliver Copyright©2010. Guru in a Bottle. All Rights Reserved. www.guruinabottle.com
  37. 37. Copyright©2010. Guru in a Bottle. All Rights Reserved. which channel do you use and when? www.guruinabottle.com
  38. 38. Copyright©2010. Guru in a Bottle. All Rights Reserved. www.guruinabottle.com print? social networking? events? broadcast? film? mobile? hospitality?
  39. 39. Copyright©2010. Guru in a Bottle. All Rights Reserved. www.guruinabottle.com
  40. 40. “ receive mode” Copyright©2010. Guru in a Bottle. All Rights Reserved. www.guruinabottle.com
  41. 41. Copyright©2010. Guru in a Bottle. All Rights Reserved. www.guruinabottle.com The “Holy Trinity” of PR News Release  Case Study  Background Brief 
  42. 42. news release Copyright©2010. Guru in a Bottle. All Rights Reserved. www.guruinabottle.com
  43. 43. case study Copyright©2010. Guru in a Bottle. All Rights Reserved. www.guruinabottle.com
  44. 44. background brief Copyright©2010. Guru in a Bottle. All Rights Reserved. www.guruinabottle.com
  45. 45. www.guruinabottle.com Copyright©2009. Guru in a Bottle. All Rights Reserved. measurement of media coverage Copyright©2010. Guru in a Bottle. All Rights Reserved. www.guruinabottle.com
  46. 46. <ul><li>Link PR objectives with organisation and business objectives </li></ul><ul><li>Have an insight into market and customer segments that can provide you with a competitive advantage in your PR </li></ul><ul><li>Make sure that you have a PR plan and that you have set milestones for the PR effort </li></ul><ul><li>Focus on your key PR messages - have no more than five and review even on a quarterly basis </li></ul><ul><li>Always consider using photography wherever possible </li></ul><ul><li>Don’t ignore traditional media channels such as print and put all your trust on online channels </li></ul><ul><li>Think creatively – a weak story can make it if it’s offered as an ‘exclusive’ </li></ul><ul><li>Seek feedback from your customers and include testimonials in your PR </li></ul><ul><li>Measure output and outcome </li></ul><ul><li>Don’t give up – little and often works best! </li></ul>www.guruinabottle.com Copyright©2010. Guru in a Bottle. All Rights Reserved. Top 10 PR Tips!
  47. 47. www.guruinabottle.com Copyright©2010. Guru in a Bottle. All Rights Reserved. thanks for listening! This workshop was presented by Ardi Kolah Phone: 0207 580 2819 Mobile: 077100 77941 Email: ardi.kolah@guruinabottle.com www.guruinabottle.com

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