Communication ... huh?!       Workshop @PioneersFestival       Vienna, Haus der Industrie, October 29th 2012              ...
Carina J. Bradl       @cosmikming       carina.bradl@prima.co.at       PR Consultant (c) SM & CB, PioneersFestival 2012Mon...
Susanne Mairhofer       @alittlesue       susanne.mairhofer@prima.co.at       PR Consultant (c) SM & CB, PioneersFestival ...
But that doesn‘t        mean you‘re         good at it...  „You can‘t not communicate.“        Paul Watzlawick (c) SM & CB...
It‘s so much more than you                  What is Public Relations?   think! (c) SM & CB, PioneersFestival 2012Montag, 2...
You see a gorgeous girl at a party. You go up to her and say, "Im a great lover.“        Thats Direct Marketing.          ...
Public Relations       • build relationships       • live your product / idea /         event       • talk about it, profe...
Worst Practice       Examples       Nivea       Billa (c) SM & CB, PioneersFestival 2012Montag, 29. Oktober 12
Best Practice       Examples       Bodyform       Stratos - Lego (c) SM & CB, PioneersFestival 2012Montag, 29. Oktober 12
4 steps of effective communication                                            ACTIVATE your network                       ...
Elmo Lewis (c) SM & CB, PioneersFestival 2012Montag, 29. Oktober 12
Attention: attract the attention                                      of your "customer"                                  ...
Interest: raise "customer                                      interest" by focusing on and                               ...
Desire: convince "customers"                                      that they want and desire the                           ...
Action: lead customers                                      towards taking action                                      HOW...
This has all been theory.   Let‘s get down to business. (c) SM & CB, PioneersFestival 2012Montag, 29. Oktober 12
Personal Design       • Business cards       • Social media         „DIY & be everywhere“             ★   about.me        ...
Corporate Design       • consistency       • easy & straightforward       • company knowledge       • get a pro to design ...
Writing       • consistent wording       • get the right information for and         to the right people       • think abo...
Partnering       • contact the right people       • use existing networks       • engage the people you already         kn...
Tools       • professional use of social         media           http://www.knallgrau.at/           facebookcontentstudie/...
Bucks       • It‘s all about money!       • Be aware: good PR is also a         question of money and doesn‘t         come...
(c) content and presentation: Carina Bradl & Susanne Mairhofer          copyright for pictures and screenshots with photog...
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Communication@PioneersFestival2012

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What is communication? Why is it important? And what is PR? A workshop by Carina Bradl and Susanne Mairhofer, PioneersFestival2012.

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Communication@PioneersFestival2012

  1. 1. Communication ... huh?! Workshop @PioneersFestival Vienna, Haus der Industrie, October 29th 2012 (c) SM & CB, PioneersFestival 2012Montag, 29. Oktober 12
  2. 2. Carina J. Bradl @cosmikming carina.bradl@prima.co.at PR Consultant (c) SM & CB, PioneersFestival 2012Montag, 29. Oktober 12
  3. 3. Susanne Mairhofer @alittlesue susanne.mairhofer@prima.co.at PR Consultant (c) SM & CB, PioneersFestival 2012Montag, 29. Oktober 12
  4. 4. But that doesn‘t mean you‘re good at it... „You can‘t not communicate.“ Paul Watzlawick (c) SM & CB, PioneersFestival 2012Montag, 29. Oktober 12
  5. 5. It‘s so much more than you What is Public Relations? think! (c) SM & CB, PioneersFestival 2012Montag, 29. Oktober 12
  6. 6. You see a gorgeous girl at a party. You go up to her and say, "Im a great lover.“ Thats Direct Marketing. Youre at a party with a bunch of friends and you see gorgeous girl. One of your friends goes up to her and pointing at you says, "Hes a great lover." Thats Advertising. You see a gorgeous girl at a party. You go up to her and get her phone number. The next day you call and say "Im a great lover." Thats Telemarketing. Youre at a party and see a gorgeous girl. You get up, straighten your tie, walk over to her and pour her a drink. You open the door for her, pick up her bag after she drops it, offer her a ride, and then say, "By the way, Im a great lover." Thats Public Relations. Youre at a party and see a gorgeous girl. She walks up to you and says, "I hear youre a great lover." Thats Brand Recognition. (c) SM & CB, PioneersFestival 2012Montag, 29. Oktober 12
  7. 7. Public Relations • build relationships • live your product / idea / event • talk about it, professionally • share it, because sharing is caring • you‘re not selling a product, you‘re telling and selling a story • it‘s not about persuasion, but about education (c) SM & CB, PioneersFestival 2012Montag, 29. Oktober 12
  8. 8. Worst Practice Examples Nivea Billa (c) SM & CB, PioneersFestival 2012Montag, 29. Oktober 12
  9. 9. Best Practice Examples Bodyform Stratos - Lego (c) SM & CB, PioneersFestival 2012Montag, 29. Oktober 12
  10. 10. 4 steps of effective communication ACTIVATE your network COMMUNICATE with your network ENGAGE your network DEFINE your network (c) SM & CB, PioneersFestival 2012Montag, 29. Oktober 12
  11. 11. Elmo Lewis (c) SM & CB, PioneersFestival 2012Montag, 29. Oktober 12
  12. 12. Attention: attract the attention of your "customer" HOW are you going to do that? WHO is your customer? WHERE is he? WHAT does he like to do? (c) SM & CB, PioneersFestival 2012Montag, 29. Oktober 12
  13. 13. Interest: raise "customer interest" by focusing on and demonstrating advantages and benefits WHAT are your advantages? WHY are you better than other events / products? (c) SM & CB, PioneersFestival 2012Montag, 29. Oktober 12
  14. 14. Desire: convince "customers" that they want and desire the "service" and that it will satisfy their needs WHY is it important for them to be at your event / have your product? (c) SM & CB, PioneersFestival 2012Montag, 29. Oktober 12
  15. 15. Action: lead customers towards taking action HOW and WHEN are they going to register / participate / buy? (c) SM & CB, PioneersFestival 2012Montag, 29. Oktober 12
  16. 16. This has all been theory. Let‘s get down to business. (c) SM & CB, PioneersFestival 2012Montag, 29. Oktober 12
  17. 17. Personal Design • Business cards • Social media „DIY & be everywhere“ ★ about.me ★ Xing.com ★ linkedin.com ★ twitter ★ facebook ★ G+ ★ pinterest ★ ... (c) SM & CB, PioneersFestival 2012Montag, 29. Oktober 12
  18. 18. Corporate Design • consistency • easy & straightforward • company knowledge • get a pro to design it (not the person in your company, who knows how to get a cracked version of photoshop, otherwise you might get something like this:http://www.boredpanda.com/worst-logo- fails-ever/) • don‘t underestimate the power of your website (c) SM & CB, PioneersFestival 2012Montag, 29. Oktober 12
  19. 19. Writing • consistent wording • get the right information for and to the right people • think about who you are talking to • consider the language shift: don‘t „blahblah“ people (c) SM & CB, PioneersFestival 2012Montag, 29. Oktober 12
  20. 20. Partnering • contact the right people • use existing networks • engage the people you already know • form cooperations • hubs (get into one or make your own) (c) SM & CB, PioneersFestival 2012Montag, 29. Oktober 12
  21. 21. Tools • professional use of social media http://www.knallgrau.at/ facebookcontentstudie/img/ fb_studie_viknallgrau_infografik_english.png • consider timing of posts and facebook advertising • cross-media communication (it‘s not all about facebook!) • press releases & pictures • regular updated database of journalists and bloggers • SEO (c) SM & CB, PioneersFestival 2012Montag, 29. Oktober 12
  22. 22. Bucks • It‘s all about money! • Be aware: good PR is also a question of money and doesn‘t come free. • It‘s worth it! • Budget realistically. • PR is not less important than marketing. (c) SM & CB, PioneersFestival 2012Montag, 29. Oktober 12
  23. 23. (c) content and presentation: Carina Bradl & Susanne Mairhofer copyright for pictures and screenshots with photographers. no copyright infringement intended. non-commercial use only.Montag, 29. Oktober 12

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