FDD PR

1. WHAT IS
IT?
Public Relations is the discipline which looks after reputation, with the aim of
earning understanding and support and influencing opinion and behaviour. It is
the planned and sustained effort to establish and maintain goodwill and mutual
understanding between an organisation and its publics. – CIPR
Generating exposure, opportunity and sales

2. STRATEGY
What do you want to achieve?
Aim
Objectives
Define who you are
Deadlines
Budget
Marketing mix

3. IDEA
GATHERING
Make it tangible
- Identify your community
- 20% of customers equate to 80% of sales
- Influencers
- Events
- Content ideas

4. DEFINING YOUR AUDIENCE
CUSTOMERS INFLUENCERS PARTNERS
• Common characteristics
• Demographics
• Technical ability
• Interests
• Geographic location
• Staff members
• Family members
• Journalists
• Influencers
• Politicians
• Suppliers
• Funders / investors
• Competitors
• Allied industries
• Bodies
• Public sector
• Charities
Collaboration is key

5. CAMPAIGN
PLANNING
• Who should receive the pitch
• Can you collaborate with others to increase
traction?
• Does it need a press release or will a short
question work well?
• Strong hi-res images are essential
• Would a press event be more valuable and
incentivise coverage?
• Monthly titles – 3 month lead time
• Weekly titles – 6 weeks lead time
• Newspapers and online press – variable but
short lead

6. RULES OF
ENGAGEMENT
• Know your audience – the title and journalist. What they
cover and what makes them tick. Ask them what sort of
content they want to cover
• Timing is everything. 11am on a Tuesday is good…
• Save them time
• Facilitate communications well
• Write it
Build their trust

7. THE PITCH
• Recipient
• Subject line
• Grab line – world first? How is it unique / leading the way / in trend
• Hook
• The short and concise story – figures / dates of event / notable names
• One enticing image. The rest in an accessible link
• A quick question can work well – increasingly a press release isn’t necessary
• Press release in the body of the email, as well as attachment.
• Closer – invite to event / press trip / samples / what can you offer?
Be human

8. FOLLOW UPS
• Don’t prod or chase unless
absolutely necessary
• Engage on social media where
appropriate
• Follow up conversations – be
efficient / human / friendly /
generous
Build their trust

9. CONTENT
• Authenticity – image vs identity
• Consistency
• Evokes an emotion
• Unusual / interesting
• Short - accessible
• Lists – top 10
• Visual – incredible images
• Links somewhere
• Iconic location
• Call to action
Telling a story better than your competitors to build their trust

10. GENEROSITY
Be nice, win hearts
• Thank those who help you – e.g positive coverage
• Be positive
• Help others
• Be a business match-maker

11. EXPERIENCES
Create a buzz
• Make your digital campaign tangible
• Pre-event – does everyone have the
information they need to spread the word?
• During the event – real time hashtags | wifi
signal | sharable backdrops | photo
opportunities | create a wow-factor |
professional photographer
• Post-event – thank guests | share press
release | image link | what’s the next event?
| how can guests engage?

12. MEASURING
Bottom line | Sales | Sponsors
Likes | AVE | Followers
Bums on seats | Occupancy | Visitors | Guests
1
Engagement | Clicks | Comments
2
4
3
What’s working? What isn’t?

13. EVALUATE
Learnings help you adapt
• What works
• What doesn’t work
• Best time to post
• Keywords
• Popular pages
• Referrals
• Conversions
• Traffic sources

14. MONITOR
Google alerts
Press cuttings
Online chatter
What are others saying about you?

15. THANK YOU
Harry Wild
@harrycornwall | 07540399025
harry@gowildcommunications.com