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Marketing Communications Understanding Pr September 22, 2009


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Ann Marie Mayuga and Mary Schanuel presented at Enterprise University on September 22, 2009.

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Marketing Communications Understanding Pr September 22, 2009

  1. 1. Marketing Communications: Understanding how public relations grows your business and the tools to use<br />Enterprise University<br />Ann Marie Mayuga, AMM Communications LLC<br />Mary Schanuel, Synergy Group Marketing Communications <br />September 22, 2009<br />
  2. 2. Today’s take-aways<br />The Message - every company has a story<br />Define your story<br />Identify your audiences<br />Communicate your story<br />Impact your bottom line<br />
  3. 3. Marketing umbrella<br />Advertising<br />Direct Mail<br />E-Marketing<br />Public Relations<br />Referrals<br />
  4. 4. Why public relations?<br />Communicates strengths to target audiences<br />Enhances credibility<br />Increases awareness<br />
  5. 5. Communicating strengths<br />Products and services<br />Benefits and solutions<br />Key message<br />Tailor message to audiences <br />
  6. 6. Defining your message <br />What sets you apart?<br />How is your company perceived by employees, peers, competitors, customers, prospects?<br />Elevator speech <br />
  7. 7. Elevator Speech<br />Succinct and memorable<br />Client/prospect wants to know “What is in it for me?”<br />Offer solutions<br />Keep your prospect wanting more<br />Conversational<br />
  8. 8. Anatomy of an elevator speech<br />Attention grabber<br />Use action verbs<br />Focus on benefits and solutions <br />Use metaphors <br />Differentiator <br />Use testimonials<br />Easy to deliver <br />15 – 30 seconds or about 150 words<br />
  9. 9. Public relations tactics<br />Web site<br />Internal communications<br />Media relations<br />E-newsletter, E-blasts<br />Blog<br />Social media <br />
  10. 10. Web site review<br />A positive, competitive image<br />Easy navigation<br />Smart information<br />Updated often<br />Search engine friendly<br />
  11. 11. Media relations <br />What is media relations?<br />Tools<br />News releases<br />Media familiarization meetings<br />Media advisories<br />Story pitches<br />
  12. 12.
  13. 13. Media & the Web<br />Push vs. pull <br />Shrinking media funnel<br />Gatekeepers to your customers<br />Journalists depend on the Web<br />
  14. 14. Arketi Web Watch Media Survey<br />88 percent of journalists spend 20 or more hours a week on the Internet – up from 60 percent in 2007 <br />85 percent have a LinkedIn account<br />55 percent are on Facebook <br />24 percent tweet on Twitter…<br />
  15. 15. Journalists online <br />
  16. 16. Sources for stories<br />
  17. 17. Out of (web)site, out of mind<br />80 percent of B-to-B journalists say companies without a Web site are less credible<br />When journalists can’t reach a company source, 44 percent turn to the organization’s Web site<br />
  18. 18. Your virtual image<br />Your on-line presence <br />Does your Web site reflect your corporate image?<br />What does it say about quality? <br />What image does it project?<br />
  19. 19. What makes a Web site useful?<br />
  20. 20. New ways to connect <br />
  21. 21. Social networking*:<br /><ul><li>Advantages
  22. 22. Connect with lots of new people
  23. 23. Get the word out without an intermediary
  24. 24. Establish yourself as expert in your field
  25. 25. Connect with clients
  26. 26. Disadvantages
  27. 27. Can consume lots of time
  28. 28. Most connections don’t amount to paying clients</li></ul>*Credit: “Strategies: Which social networking site is best for your small business?” by Rhonda Abrams,<br />May 15, 2009, USAToday.<br />
  29. 29. What are they? <br /> – 140 characters; establish a base of followers. Quick hits.<br /> – Focused on helping professionals connect.<br /> (Facebook) – Social networking site for family and friends. Use to create business fan page.<br /> – Site is all videos. Post video of your products for prospects.<br />
  30. 30. Differentiated? Oops!<br />Share and discover what’s happening right now, anywhere in the world.<br />Connects you to trusted contacts and helps you exchange knowledge, ideas and opportunities with a network of professionals.<br />Facebook helps you connect and share with the people in your life.<br />A place for people to discover and share content from anywhere on the Web.<br />
  31. 31. Today’s take-aways<br />The Message - every company has a story<br />Define your story<br />Identify your audiences<br />Communicate your story<br />Impact your bottom line<br />
  32. 32. Questions & Answers<br />