SlideShare a Scribd company logo
PR novice to PR pro
Harnessing PR to build your
reputation
“The most important
thing for a young man
is to establish a
credit…a
reputation, character”
John D Rockefeller
Trust + influence = Successful business
Why PR?

Third-party
endorsement
Helps you stand
out from the crowd
Position as a
visionary leader
Step 1 - What is your company vision?

• Where you want to
be
• PR to reinforce
business objectives
Step 2 - Identify key stakeholders

Not just clients - all those who influence your reputation
Step 3 – Do your research

What do your clients and
stakeholders really think
about you?
Identify targets - clients, lapsed
clients, influencers
Draw up questionnaire
Structured telephone interviews – 15
mins
Independent researcher - more candid
responses

Informs whole business
Step 4 - Stake out your ground

• Where does your
expertise lie?
• What do you want to be
known for?
• Connect with stakeholder
interests
Example 1

Position as local
business
commentator
Example 2

• Champion of science
& technology sector
• Expert on innovation
Step 5 - Finding the right tools

• Media Relations
• Speaking
opportunities
• Industry involvement
• Accolades
Step 6 – Develop content

• May require further
research
• Explore third party
alliances
• Customise for
communication channel
Step 7 - Develop & roll out your plan

• Set realistic targets
• Play to individual
strengths
• Dovetail with wider
marketing activities
• Allocate responsibilities
and resources
Media Relations

• Rapidly changing
landscape
• New opportunities
emerging
• Content hungry
Is it news?

• Peg
• Angle
• Merit
Grab their attention – headline and
subject box are key
First paragraph should tell the story
Concise objective copy – less is more

Quotations for subjective views
Avoid technical jargon – ‘man down
pub’ rule
Remember contact details
Rich content – images and video
Authored articles – reflect media
writing style
Look ahead for news pegs – eg
legislative changes
Monitor news agenda for reactive
comment
Offer guest blogs
Features – pre-planned or fresh ideas
Create experts directory
200 emails per hour!
Do your homework

Target individually
Develop relationships to understand
what they want
Pick your time – are they on deadline?
Be concise and to the point

Be clear about what you are offering
Prepare, prepare and prepare

Three messages maximum
Think about the banana skins
Broadcast – speak to one person
Simple, clear language – know your
audience
Remember – you’re the expert!
Speaking platforms – Securing opportunities

• Develop profiles of
your experts
• Approach early
• Consider how your
expertise will
benefit audience
Speaking platforms – Getting invited back
Awards – industry and beyond

Media-driven accolades – top 50s;
rising stars
Who are you influencing –
clients, staff, media?
Be selective
Be realistic – a lot of work
Industry involvement

• Sector bodies
• Award judges
• Charity trustees
Develop a distinctive voice

Be controversial – but know where to
draw the line
Remember your audience

Be ready, willing and able
Cast your bread upon the waters
It’s a long-term game
The Ten Commandments
1. Stake out your ground
2. Work out who you want to influence
3. Do your research
4. Develop a ‘distinctive’ voice
5. Understand the different communication channels
6. Make your content work hard for you
7. Be generous with your expertise
8. Play to individual strengths
9. Keep at it
10. Measure, evaluate and refine

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From PR novice to PR pro: a master class in reputation-building

  • 1. PR novice to PR pro Harnessing PR to build your reputation
  • 2. “The most important thing for a young man is to establish a credit…a reputation, character” John D Rockefeller
  • 3. Trust + influence = Successful business
  • 4. Why PR? Third-party endorsement Helps you stand out from the crowd Position as a visionary leader
  • 5. Step 1 - What is your company vision? • Where you want to be • PR to reinforce business objectives
  • 6. Step 2 - Identify key stakeholders Not just clients - all those who influence your reputation
  • 7. Step 3 – Do your research What do your clients and stakeholders really think about you?
  • 8. Identify targets - clients, lapsed clients, influencers Draw up questionnaire Structured telephone interviews – 15 mins Independent researcher - more candid responses Informs whole business
  • 9. Step 4 - Stake out your ground • Where does your expertise lie? • What do you want to be known for? • Connect with stakeholder interests
  • 10. Example 1 Position as local business commentator
  • 11. Example 2 • Champion of science & technology sector • Expert on innovation
  • 12. Step 5 - Finding the right tools • Media Relations • Speaking opportunities • Industry involvement • Accolades
  • 13. Step 6 – Develop content • May require further research • Explore third party alliances • Customise for communication channel
  • 14. Step 7 - Develop & roll out your plan • Set realistic targets • Play to individual strengths • Dovetail with wider marketing activities • Allocate responsibilities and resources
  • 15.
  • 16. Media Relations • Rapidly changing landscape • New opportunities emerging • Content hungry
  • 17. Is it news? • Peg • Angle • Merit
  • 18. Grab their attention – headline and subject box are key First paragraph should tell the story Concise objective copy – less is more Quotations for subjective views Avoid technical jargon – ‘man down pub’ rule Remember contact details Rich content – images and video
  • 19. Authored articles – reflect media writing style Look ahead for news pegs – eg legislative changes Monitor news agenda for reactive comment Offer guest blogs Features – pre-planned or fresh ideas Create experts directory
  • 20. 200 emails per hour!
  • 21. Do your homework Target individually Develop relationships to understand what they want Pick your time – are they on deadline? Be concise and to the point Be clear about what you are offering
  • 22. Prepare, prepare and prepare Three messages maximum Think about the banana skins Broadcast – speak to one person Simple, clear language – know your audience Remember – you’re the expert!
  • 23. Speaking platforms – Securing opportunities • Develop profiles of your experts • Approach early • Consider how your expertise will benefit audience
  • 24. Speaking platforms – Getting invited back
  • 25. Awards – industry and beyond Media-driven accolades – top 50s; rising stars Who are you influencing – clients, staff, media? Be selective Be realistic – a lot of work
  • 26. Industry involvement • Sector bodies • Award judges • Charity trustees
  • 27. Develop a distinctive voice Be controversial – but know where to draw the line Remember your audience Be ready, willing and able Cast your bread upon the waters It’s a long-term game
  • 29. 1. Stake out your ground 2. Work out who you want to influence 3. Do your research 4. Develop a ‘distinctive’ voice 5. Understand the different communication channels 6. Make your content work hard for you 7. Be generous with your expertise 8. Play to individual strengths 9. Keep at it 10. Measure, evaluate and refine