DIY PR tips and tactics 20-Sept-12
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On September 20, 2012, Pacharee Pantoomano and Kittima Sethi the directors of Brand Now presented DIY Marketing and PR to a group at the Foreign Correspondent Club of Thailand. The session presented case studies showcasing different tools and tactics employed in marketing and PR. No copyright infringement intended in presenting the case studies. For more information, visit brandnow.asia.
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DIY PR tips and tactics 20-Sept-12
- 1. Do-It-Yourself (DIY) PR By Kittima Sethi On September 20, 2012, Pacharee Pantoomano and Kittima Sethi the directors of Brand Now presented DIY Marketing and PR to a group at the Foreign Correspondent Club of Thailand. The session presented case studies showcasing different tools and tactics employed in marketing and PR. No copyright infringement intended in presenting the case studies. For more information, visit brandnow.asia.
- 2. What this session will cover: • What is PR and what is not PR • Benefits of PR • Downsides of PR • Six DIY Media Relations tips and tactics • DIY PR Ideas
- 3. What is Public Relations (PR)? Communicating your organization’s messages at the right time and in the right place to the right audience Time Place Audience
- 4. What is Public Relations (PR)? Reputation: Building good relations with the company’s various publics
- 5. What is Public Relations (PR)? Building and Managing Relationships with media
- 6. What is Public Relations (PR)? Gaining editorial coverage in the media for free
- 7. What PR is NOT It isn't always about short-term campaigns, such as product launches. It includes longer-term strategic plans, such as brand building and working with local or global communities.
- 8. What PR is NOT It is not advertising Advertising PR o More control over o Third-party endorsement placement, content and gives credibility and timing of message objectivity o Target audience o Cost effective o Strive to sell product o Increase search engine visibility o Descriptive language o Shaping image o Expensive o Priceless
- 10. Benefits of PR Reaches a wide audience Educates people Placement Credible Detailed coverage Image Building Lead generation Attract employees Access to funding and investors
- 11. Downsides of PR • No control over story, content, size or placement • PR event or release may get “bumped” • May misfire through lack of coordination with marketing department or inconsistent communication
- 12. Six DIY Media Relations Tips and Tactics
- 13. 1. Develop a Strategy
- 14. 2. Identify your audience
- 15. 3. Create a media list
- 16. 4. Crafting the story a) Timing b) Significance c) Prominence d) Human Interest
- 17. 4. Crafting the story a)Timing b)Significance Tax evasion Disease Outbreak
- 18. 4. Crafting the story c) Prominence
- 19. 4. Crafting the story d) Human Interest • Toyota gifted cars to Thai Paralympic gold medalists
- 20. 5. Prepare a press release Press Kit Press release Fact sheet Profile Photo
- 21. 6. Pitching to media Know your reporter Who, What, Where, Why and How Short and simple Practice your pitch
- 22. DIY PR Ideas • Releases • Events • PR Stunts • Product demo • Social media • Testimonials • Junkets • Endorsements • Speaking events