This document provides an overview of marketing and public relations strategies and considerations for businesses. It discusses topics like charity events, sponsorships, using endorsements and experts for publicity, social media, measuring marketing results, choosing PR agencies, and maintaining a strong reputation. Maintaining a good reputation is emphasized as very important for businesses.

1. Special features and supplements

2. Restaurant reviews

3. Product pix

4. Bib & Tucker

5. Charity events

6. Charity events

7. Charity events

8. Adopt a charity

9. Adopt a charity

10. Adopt a charity

11. Sponsorship: global reach

12. Sponsorship: local influence

13. Sponsorship: the arts

14. Sponsorship: sports

15. VIP visits

16. The right endorsement

17. Bandwagon PR

18. Bandwagon PR

19. Bandwagon PR

20. Bandwagon PR

21. An expert writes

22. Think pictures!

25. Think pictures

26. Think pictures

27. Go green

28. Go green

29. Go green

30. Go green

31. Go green

32. Corporate and social responsibility

33. Sustainability: Commercial Group Office services Set up 1989 Turnover £25m 67% growth 2006-10 160 staff

34. Commercial Carbon neutral steering group Energy efficient light bulbs Swapped BMW for Smart cars Bike-to-work scheme Green energy provider Cut skips from 40pw to 8pa Saved £90,000 with bio-diesel Reduced carbon emissions by 75% Full-time environmental strategist No marketing department, but some PR

36. Social media

37. E-launch

38. E-launch

39. Register your name on Twitter, Facebook

40. Prepare to lose control

41. Who’s going to make it happen? “ If I had just one marketing dollar left, I’d spend it on PR,” Bill Gates, Microsoft

42. Getting started DIY Marketing manager Marketing agency (branding exercise, product launch, new website, new image, going up a level) PR agency (press coverage) PR and marketing agency Marketing consultant Prepare a strategy

43. 900 staff in UK One marketing/PR team of 26 3 art & design 2 internal comms 1 customer experience 3 public relations 2 sponsorships 2 internet 2 direct marketing 2 financial services 3 savings 2 mortgages 4 managers No outside agencies £4m pa advertising budget

44. How much? 4-7 per cent of turnover What can you afford? What do you want to achieve, and how much must you spend to achieve it? Retainer vv project fee £750 - £3,000 per month Don’t go wild Fix a budget

45. Measuring the results: PR

46. Measuring the results: PR Advertising Value Equivalent: a blunt instrument

47. Measuring the results: PR Positive press coverage One press release per month Cuttings service Response from press articles Keeping your name out of the press in a crisis

48. Measuring the results: marketing Measurable: Response to radio and press adverts Direct mail E-mail marketing Online marketing Increased turnover Growth in market share Not measurable: Corporate brochure Sponsorship Literature Hoardings Directories

49. What price your reputation?

50. What price your reputation? “ I lost my business, my £650,000 salary and £500 million was wiped off the valuation of the company overnight,” Gerald Ratner

51. Choosing an agency Beware of jargon People you can work with Local Other clients Contacts Testimonials Their own website/marketing Costs included in fee Three-way pitch Scoring system

52. How long will it take?

53. Brand values: quality, value for money, innovation, up for a challenge, fun

54. http://www.youtube.com/watch?v=8dhbqOlvx2U

56. Reputation matters Anita Syvret