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PR Doesn't Stand for Press Release

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InsideLegal's Jobst Elster delivered this presentation at the ILTA 2010 Conference.

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PR Doesn't Stand for Press Release

  1. 1. Vendor Education Program
  2. 2. The Marketing Mix  Advertising  Promotion  PR  Client Relations  Direct Marketing  Events Marketing  Market Research
  3. 3. The PR Arsenal  Press Releases  Client & Media Relations  Social Media  Education/Thought Leadership  Case Studies (credible testimonials)
  4. 4. Defining PR  PR is like trying to carry steam in a wicker basket on a windy day  PR is more than press release or “please read”  Advertising is what you pay for; PR is what you pray for  Process that helps build/manage reputation of a company, its people, its products: ◦ Depth of information (stuff vs. fluff) ◦ Relationships/two-way communication ◦ Third-party credibility ◦ Reputations/integrity
  5. 5. PR vs. Ads High ADVERTISING Control PR Low High Credibility
  6. 6. Press Releases  Be focused  Be strategic  Be consistent  Be realistic  Be targeted  Be methodical
  7. 7. (Social) Client & Media Relations  What is it? ◦ Establishing relationships with X based on mutual trust and understanding  How should it be done? ◦ Proactive  Passive media relations may be as bad as none  Don’t wait for a crisis  How should it be done? ◦ Accessible
  8. 8. Education …Thought Leadership  Educate yourself first …  Educate via useful, practical subject matter expertise  Thought leaders often ARE the conversation  Never stop learning and listening
  9. 9. Case Studies/ Testimonials  What? Why? How?  Not as tactical as you might think  Vital to backing up claims and spin  Key tool for IT as part of purchasing decision  Extend the conversation after the ink is dry
  10. 10. Measuring PR  Outputs  Outcomes  Objectives Met
  11. 11. Vendor Education Program

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