This document provides an overview of public relations (PR) and how it can help businesses. It discusses that PR can help increase awareness, change attitudes, and project a positive image to ultimately help drive sales. While PR cannot directly increase sales, it can generate goodwill, interest, and awareness which can help businesses through the marketing funnel. The document also outlines seven key things to know about PR, including that it is not a quick fix, can be difficult to measure, and will rarely get businesses direct front page coverage. It concludes by discussing different levels of PR support a business may need.
Our Head of PR & Social Laura Crimmons takes a look at how PR has changed in recent years in particular due to the rise in social media usage and makes some predictions for how it might continue to change in the future.
PR Trends for 2016: How Modern PR is being defined by the industryprnewswire
In late 2015, PR Newswire put out a call to its audience to help redefine what Public Relations looks like right now. From the submissions, key trends were spotted that are expected to shape the continual evolution of PR this year.
The Future of PR - @lauracrimmons at Figaro DigitalBranded3
Branded3 Communications Director Laura takes a look at how PR has changed in recent years, in particular due to the rise in social media usage, and makes some predictions for how it might continue to change in the future.
The future of PR is now. It's not five years from now. It's not three years from now. It's happening right now and if you don't learn the new skills needed to keep up, you'll eventually be left behind.
Today’s digital environment has turned our audiences into connected communities, and made visual communications more important than ever before. PR News and PR Newswire surveyed 452 communications professionals about their use of multimedia in press releases and social platforms and their plans for 2014.
Top PR Companies- EMSI Public Relations was a pioneer in the field of public relations, offering pay-for-performance PR long before being joined by other agencies.
Our Head of PR & Social Laura Crimmons takes a look at how PR has changed in recent years in particular due to the rise in social media usage and makes some predictions for how it might continue to change in the future.
PR Trends for 2016: How Modern PR is being defined by the industryprnewswire
In late 2015, PR Newswire put out a call to its audience to help redefine what Public Relations looks like right now. From the submissions, key trends were spotted that are expected to shape the continual evolution of PR this year.
The Future of PR - @lauracrimmons at Figaro DigitalBranded3
Branded3 Communications Director Laura takes a look at how PR has changed in recent years, in particular due to the rise in social media usage, and makes some predictions for how it might continue to change in the future.
The future of PR is now. It's not five years from now. It's not three years from now. It's happening right now and if you don't learn the new skills needed to keep up, you'll eventually be left behind.
Today’s digital environment has turned our audiences into connected communities, and made visual communications more important than ever before. PR News and PR Newswire surveyed 452 communications professionals about their use of multimedia in press releases and social platforms and their plans for 2014.
Top PR Companies- EMSI Public Relations was a pioneer in the field of public relations, offering pay-for-performance PR long before being joined by other agencies.
REUPLOAD - Originally uploaded 27th February 2013, Slideshare wasn't previewing this because of some glitch, so I've re-uploaded. Hopefully this works.
I was recently asked to give a crash course in developing effective digital strategies. Because I have a contrary streak and think that digital isn't a separate entity, I presented what I think are the key principles in developing marketing strategies instead. It's an intro to strategy in a lot of ways, but hopefully it will be useful/interesting to a few people.
Charleston PR & Design is a full-service marketing and PR firm established in Charleston in 2008. In 2012 we opened Asheville PR, a division in the Asheville area. We offer crisis communications, strategic marketing, public relations plans and much more.
WEBINAR - PR Measurement Pays: Connecting Media Coverage to Business ObjectivesAgility PR Solutions
Here are the slides from our webinar - PR Measurement Pays: Connecting Media Coverage to Business Objectives:
PR drives revenue. It impacts P&L. It has a direct effect on whether or not your organization reaches its goals.
Understanding how - and what's working (or isn't) - is critical.
The good news? It's easy.
In this 45-minute webinar, Measurement Queen Katie Paine is going to walk us through three examples of organizations - both for-profit and non-profit - that aligned their media metrics to their business objectives...and saw success because of it.
In this webinar we learnt how PR measurement has evolved, how to choose the right metrics, and how to finally and clearly prove that PR contributes to the bottom line.
Social Media Marketing Agency White Label Program - Vulpine InteractiveDerric Haynie
Would you like to offer your client's social media services on top of your existing agreement?
Or maybe you'd rather refer a social media lead to us and sit back and collect your referral commission?
This is our White-Label program explained so that you can begin to sell high-quality social media services to your clients at a price that might even be cheaper than doing it yourself in-house.
In order to become a part of our white-label or referral program, please contact derric.haynie@gmail.com
What is the future of influencer marketing?Ted Coiné
Dear CEO, CMO, PR and Communications leader: The future of B2B marketing is here. Welcome to influencer marketing based on trust. Designed for results. Because today, it's disrupt or be disrupted. The choice is yours.
Best Marketing Advice - 100 Global Experts Share Their Career WisdomHeidi Cohen
Looking to break into Marketing, PR or Social Media? Then read the best marketing career advice for recent graduates from 100 global experts. Includes Twitter & reading list.
Social Media Marketing Agency Sales Deck - Vulpine InteractiveDerric Haynie
Here's what we are all about and how we help exciting brands grow passionate fan bases on social media. Learn more about the problems we solve, who we serve, our services and prices, and what makes us unique in this industry. Interested in partnering with us? Contact derric.haynie@gmail.com.
How to Manage Creative People – Top Tips from the ExpertsWebdam
We know why you’re here.
You manage creatives or at least you want to, and they’re a tough bunch to figure out. As much as you might want to sometimes, you can’t just treat them like everyone else. – they’re different and they do important work that the rest of us simply can’t replicate with any sort of quality.
So let’s figure this thing out: communication, motivation, criticism – the whole nine yards. To help us out with that, we called in dozens of the most incredible art directors, creative officers and brand managers on the planet. They were gracious enough to give us a little insight into how they get such impressive results from their creative teams.
And now we’re sharing that good stuff with you. Enjoy!
The ins and outs of this simple yet crucial strategy being implemented by marketing and communications professionals in all types of industries.
Actionable steps to get your strategy where it needs to be.
5 Ways Influencers Help You Sell (Social Selling)Traackr
By connecting people to people, the social web created an ecosystem for consumers, users, employees to talk to one another, exchange ideas, transact, and organize at a scale we have yet to grasp. In this collaborative web, ruled by the social customer, modern sales professionals need to reinvent the Art of Selling to incorporate social into their selling strategy.
To bring social into your selling process, you need to build a foundation for success. Much like a modern marketer will set up a process for creating content that educates their audience, a social selling expert will find ways to share useful content at meaningful moments with their potential buyers. Your goal will be to establish and nurture a strong personal brand and find the right types of content to share. Building up your social selling foundation won’t happen overnight, but when the effects kick in, you’ll be in a strategic position very difficult to unseat.
Influencers can accelerate your ramp-up and help you get the most out of your efforts. Here are a few ways influencers can help you excel at social selling.
Social Media Changed Events Forever. Here is Proof!Julius Solaris
The book is out http//socialmediaforeventsebook.com - free to download.
This is a presentation from the upcoming book Social Media for Events. It presents the result of one of the most extensive research about the use of social media at events.
Answering the question - What is digital PR?
Here we breakdown this loaded question into it's official definition, that activities it involves, how to measure the success of these activities and who should be in charge of your digital PR.
If you have any more questions, please feel free to contact us at https://toplinecomms.com/contact
By connecting people to people, the social web created an ecosystem for consumers, users, employees to talk to one another, exchange ideas, transact, and organize at a scale we have yet to grasp. In a word, it has humanized the web and paved the way for a more collaborative way of doing business between brands and people. In order to succeed in this post web 2.0 world, modern marketers have to become more than data crunching machines. They need to reinvent themselves and their organization to embrace a new era for marketing, ruled by the social customer. How can modern CMOs go about initiating this transformation? Here are a few pointers.
How Hire A Social Media Agency For Your Business?Arjoon Mehra
Interested in hiring a social media agency for your business? But don't know where to start from? Get to know the basics of hiring a social media agency for your business!
REUPLOAD - Originally uploaded 27th February 2013, Slideshare wasn't previewing this because of some glitch, so I've re-uploaded. Hopefully this works.
I was recently asked to give a crash course in developing effective digital strategies. Because I have a contrary streak and think that digital isn't a separate entity, I presented what I think are the key principles in developing marketing strategies instead. It's an intro to strategy in a lot of ways, but hopefully it will be useful/interesting to a few people.
Charleston PR & Design is a full-service marketing and PR firm established in Charleston in 2008. In 2012 we opened Asheville PR, a division in the Asheville area. We offer crisis communications, strategic marketing, public relations plans and much more.
WEBINAR - PR Measurement Pays: Connecting Media Coverage to Business ObjectivesAgility PR Solutions
Here are the slides from our webinar - PR Measurement Pays: Connecting Media Coverage to Business Objectives:
PR drives revenue. It impacts P&L. It has a direct effect on whether or not your organization reaches its goals.
Understanding how - and what's working (or isn't) - is critical.
The good news? It's easy.
In this 45-minute webinar, Measurement Queen Katie Paine is going to walk us through three examples of organizations - both for-profit and non-profit - that aligned their media metrics to their business objectives...and saw success because of it.
In this webinar we learnt how PR measurement has evolved, how to choose the right metrics, and how to finally and clearly prove that PR contributes to the bottom line.
Social Media Marketing Agency White Label Program - Vulpine InteractiveDerric Haynie
Would you like to offer your client's social media services on top of your existing agreement?
Or maybe you'd rather refer a social media lead to us and sit back and collect your referral commission?
This is our White-Label program explained so that you can begin to sell high-quality social media services to your clients at a price that might even be cheaper than doing it yourself in-house.
In order to become a part of our white-label or referral program, please contact derric.haynie@gmail.com
What is the future of influencer marketing?Ted Coiné
Dear CEO, CMO, PR and Communications leader: The future of B2B marketing is here. Welcome to influencer marketing based on trust. Designed for results. Because today, it's disrupt or be disrupted. The choice is yours.
Best Marketing Advice - 100 Global Experts Share Their Career WisdomHeidi Cohen
Looking to break into Marketing, PR or Social Media? Then read the best marketing career advice for recent graduates from 100 global experts. Includes Twitter & reading list.
Social Media Marketing Agency Sales Deck - Vulpine InteractiveDerric Haynie
Here's what we are all about and how we help exciting brands grow passionate fan bases on social media. Learn more about the problems we solve, who we serve, our services and prices, and what makes us unique in this industry. Interested in partnering with us? Contact derric.haynie@gmail.com.
How to Manage Creative People – Top Tips from the ExpertsWebdam
We know why you’re here.
You manage creatives or at least you want to, and they’re a tough bunch to figure out. As much as you might want to sometimes, you can’t just treat them like everyone else. – they’re different and they do important work that the rest of us simply can’t replicate with any sort of quality.
So let’s figure this thing out: communication, motivation, criticism – the whole nine yards. To help us out with that, we called in dozens of the most incredible art directors, creative officers and brand managers on the planet. They were gracious enough to give us a little insight into how they get such impressive results from their creative teams.
And now we’re sharing that good stuff with you. Enjoy!
The ins and outs of this simple yet crucial strategy being implemented by marketing and communications professionals in all types of industries.
Actionable steps to get your strategy where it needs to be.
5 Ways Influencers Help You Sell (Social Selling)Traackr
By connecting people to people, the social web created an ecosystem for consumers, users, employees to talk to one another, exchange ideas, transact, and organize at a scale we have yet to grasp. In this collaborative web, ruled by the social customer, modern sales professionals need to reinvent the Art of Selling to incorporate social into their selling strategy.
To bring social into your selling process, you need to build a foundation for success. Much like a modern marketer will set up a process for creating content that educates their audience, a social selling expert will find ways to share useful content at meaningful moments with their potential buyers. Your goal will be to establish and nurture a strong personal brand and find the right types of content to share. Building up your social selling foundation won’t happen overnight, but when the effects kick in, you’ll be in a strategic position very difficult to unseat.
Influencers can accelerate your ramp-up and help you get the most out of your efforts. Here are a few ways influencers can help you excel at social selling.
Social Media Changed Events Forever. Here is Proof!Julius Solaris
The book is out http//socialmediaforeventsebook.com - free to download.
This is a presentation from the upcoming book Social Media for Events. It presents the result of one of the most extensive research about the use of social media at events.
Answering the question - What is digital PR?
Here we breakdown this loaded question into it's official definition, that activities it involves, how to measure the success of these activities and who should be in charge of your digital PR.
If you have any more questions, please feel free to contact us at https://toplinecomms.com/contact
By connecting people to people, the social web created an ecosystem for consumers, users, employees to talk to one another, exchange ideas, transact, and organize at a scale we have yet to grasp. In a word, it has humanized the web and paved the way for a more collaborative way of doing business between brands and people. In order to succeed in this post web 2.0 world, modern marketers have to become more than data crunching machines. They need to reinvent themselves and their organization to embrace a new era for marketing, ruled by the social customer. How can modern CMOs go about initiating this transformation? Here are a few pointers.
How Hire A Social Media Agency For Your Business?Arjoon Mehra
Interested in hiring a social media agency for your business? But don't know where to start from? Get to know the basics of hiring a social media agency for your business!
A basic overview of to help small businesses create a communication strategy by integrating PR, email marketing, social media, customer relations and social media.
How the art of PR is becoming a scienceBob Pickard
As PR professionals become increasingly persuasive storytellers, public relations is becoming a powerful blend of relationship artistry and evidence-based digital science.
Summary of the presentation 'PR for Principals: Managing the Vibe' by Denis Masseni of The sponsor-ed Group and hosted by The Victorian Principals Association, October 26, 2016
Walt Boyes presents a totally revised and updated version of PR101, his very popular Marketing Communications Master Class.
This webinar is for both newbies to marketing communications (product managers, sales managers and engineers who have been "promoted" into marketing) and those who have been doing marcomm in the automation industry for a while.
This webinar is specific to the automation industry and discusses:
- Marketing "bang for the buck"
- Integrated marketing
- Public relations in the automation industry
- How to place a press release
- Product releases and news releases
- Relationship building with editors, influencers, and thought leaders
- Social Media: Inbound and outbound marketing -- a cascade control loop
- Metrics and measuring results
Walt has more than 25 years of experience in sales, sales management, marketing, and product development in the automation industry, including Executive Committee experience and board of directors service in both for-profit and not-for-profit companies.
Walt is currently serving as Editor-in-Chief of CONTROL magazine, http://www.controlglobal.com. In addition, he is a principal in Spitzer and Boyes LLC,
http://www.spitzerandboyes.com, a technology consulting firm devoted to assisting companies to better market their products in manufacturing and automation. Walt also acts as a freelance acquisitions editor for Momentum Press, a division of iGroup, on Instrumentation and Automation texts. Walt has published professionally in the technology and science fiction fields, and is a member of SFWA, the Science Fiction and Fantasy Writers of America.
Public relations (PR) are the activities organizations engage in to create a positive image for a company, product, service, or a person. Press releases, a commonly used PR tool, are designed to generate publicity, but there is no guarantee the media will use them in the stories they write. Sponsorships are designed to increase brand awareness, improve corporate image, and reach target markets. Product placements are designed to generate exposure, brand awareness, and interest.
Public Relations & Event Marketing Mission :
- Provide a personalized level of customer service unlike any other
- Drive awareness and sales of our clients products and/or service offerings
- Craft strategies that only use the services necessary for success
- Be innovative and nimble
www.eventistmarketing.com
Integrating PR: How integrated marketing communications can save public relat...Duncan Chapple
Sheffield University Management School is a triple-accredited business school with a world-class reputation for high quality teaching, ground-breaking research and cutting-edge thinking. Part of Britain's elite Russell Group of research-driven universities, it runs one of the few MBA programmes to involve a compulsory semester-long course on Integrated Marketing Communications. This 2006 presentation was given to MBA students at the school to outline the opportunities for public relations, the obstacles preventing PR from meeting its potential, and the solutions for both PR as a function, and for MBAs looking to move up in the industry.
Did you know that 8 of 10 companies fail? Companies are often focusing on product devolopment and sales, forgetting about importance of communication. In this presentation we show you how PR can boost your sales and revenue!
Boost your PR wih Prowly. Sign up for free or request a demo on: www.prowly.com.
Marketing Communication Mix: How to Build Strong Connections with Your Custo...QuekelsBaro
The marketing communication mix provides alI the necessary tools to effectively market your products in order to prosper in a competitive global market.
https://bit.ly/BabeSideDoll4u Babeside is a company that specializes in creating handcrafted reborn dolls. These dolls are designed to be incredibly lifelike, with realistic skin tones and hair, and they have become increasingly popular among collectors and those who use them for therapeutic purposes. At Babeside, we believe that our reborn dolls can provide comfort and healing to anyone who needs it.
The Healing Power of Babeside's Handcrafted Creations
Our reborn dolls are more than just beautiful pieces of art - they can also help alleviate stress, anxiety, depression, and other mental health conditions. Studies have shown that holding or cuddling a soft object like a stuffed animal or a reborn doll can release oxytocin, which is often referred to as the "love hormone." This hormone helps us feel calm and relaxed, reducing feelings of stress and anxiety.
In addition to their physical benefits, reborn dolls can also offer emotional support. For many people, having something to care for and nurture can bring a sense of purpose and fulfillment. Reborn dolls can also serve as a reminder of happy memories or loved ones who have passed away.
Welcome to the Program Your Destiny course. In this course, we will be learning the technology of personal transformation, neuroassociative conditioning (NAC) as pioneered by Tony Robbins. NAC is used to deprogram negative neuroassociations that are causing approach avoidance and instead reprogram yourself with positive neuroassociations that lead to being approach automatic. In doing so, you change your destiny, moving towards unlocking the hypersocial self within, the true self free from fear and operating from a place of personal power and love.
Collocation thường gặp trong đề thi THPT Quốc gia.pdf
How PR Can Help You To Win More Business
1. How PR can help you to win more business A brief guide to Public Relations
2. In this presentation, you will learn: Lesson 1: What PR can and can’t do Lesson 2: How PR can help you sell more Lesson 3: Seven things you should know about PR Lesson 4: How to decide what level of PR you need Contents
8. A survey by the PR Consultants' Association (PRCA) in 1999 found nearly 40% of published articles reported the PR industry in a negative light.
9. . The survey found that the general public think of public relations as being: "manipulative" "concealing / hiding truths" “ a black art / mysterious" "fluffy"
10. John Betjeman, the former Poet Laureate, wrote in 1954: “ So spake the brewer’s PRO, A man who really ought to know, For he is paid for saying so”. (from “The Village Inn”)
12. Yet the power of PR can be huge. It can set the national news agenda for several days or secure a slice of fame for a company or an individual.
13. Even children have “brand awareness” these days. The public perception of a company can make or break it.
14. In 2008 research done by Cardiff University in Wales stated that the number of journalists in the UK was roughly the same as it had been in 1988.
15. But the rise of newspaper supplements, websites and 24-hour news services means that the same number of reporters must now fill three times as much space.
16. The result is “ churnalism ”: more demand for copy means more time spent in offices and less time spent out and about gathering stories. That makes reporters “open” to the offerings of PR firms and company press offices.
17. The same University of Cardiff research claimed that 60% of stories in Britain's quality newpapers are either recycled press-agency copy or rehashes of PR press releases.
18. One national newspaper estimated that about 60% of its stories had been handled by PR at one point or another.
19. You can read the full report here: Quality_Independence_British_Journalism.pdf] http://www.caerdydd.ac.uk/jomec/resources/
20. The correlation between business success and PR has always been hard to prove. Companies may justifiably believe that publication of, say, their interim results will move their share price whether or not there is press coverage.
21. In 2008, Metrica, a media analysis and evaluation company, produced a report based on its clients' experiences in 2007 that demonstrated the success of PR.
22. The report claimed that on average every month, public relations people reached 35% of Britain's adult population 11 times. That is a very good “hit” rate.
23. Only 8% of that coverage was classified as “unfavourable”.
24. The full Metrica report is here: www. metrica . net /MeasurementMatters/post/2008/04/15/ Metrica -Numbers -2007- PR -benchmark-data-available-now!.aspx
25. Good PR always works with other disciplines, not against them. In clients' eyes, there is little difference between PR, advertising and marketing agencies, each saying that their way is the best way.
26. Do you know the difference between marketing, advertising, branding and public relations? There’s a well-known illustration which demonstrates the difference...
37. All of these help build: A - Attention (Awareness): attract the attention of the customer. I - Interest: raise customer interest by focusing on the advantages and benefits. D - Desire: convince customers that they want and desire the product or service and that it will satisfy their needs. A - Action: lead customers towards taking action and/or purchasing.
38. Traditionally there are four “Ps” in the “Marketing Mix” – one of which “Promotion” includes Public Relations. Product Place Promotion Price Economy Politics Technology Social Changes PR Competitors Demographics Stakeholders Innovation
39. PR can help with all aspects of reputation management and reputation drives word-of-mouth marketing (WOMM), the most effective form of marketing. Word-of-mouth Marketing
40. Research published 2003 in the Journal of Psychology shows that individuals are more likely to believe WOMM as they believe that the speaker is sincere and less likely to have an ulterior motive. Word-of-mouth Marketing
41. You can get the research here on www.sciencedirect.com/science http://preview.tinyurl.com/cd8jxw “ Early-Entrant Advantage, Word-of-Mouth Communication, Brand Similarity and the Consumer Decision-Making Process” Journal of Consumer Psychology , Volume 13, Issue 3 , 2003 , Pages 187-197 Rajdeep Grewal, Thomas W. Cline, Anthony Davies
42. The Marketing Pyramid Advertising, PR, Direct Mail Trade Shows, Websites, Leaflets, Case Studies, White Papers Endorsements, Facts and Figures, Industry Awards Proposal, Meeting, Presentation
44. The Purchasing Decision Goodwill Awareness of product or service Education about product benefits Image, Trends, Cultural References Attitude
45. PR should always fit in with your Business Goals Business Goals Situation Analysis PR Strategy and Tactics Target Setting PR Goal Setting
46. So, how do you know what your business goals are? You need to do some strategic planning. Strategic planning is the best way to plot out an organisation's future course. Strategic planning should always work towards a set of business objectives and an action plan of ways to achieve those objectives.
47. Business goals might include: Survival – a short term objective, probably an objective for a start-up or when a new firm enters the market. Profit maximisation – trying to make the most profit possible above everything else, without alienating customers or suppliers. Sales growth –trying to make as many sales as possible in order to dominate the market.
48. Business Objectives Global Dominance Become a millionaire! Social Issues Long Term Survival Ethical Issues
49. All or some of these might include strategic marketing. So, what is strategic marketing?
50. Strategic marketing means looking at the bigger picture to work out how your business is going to grow.
51. Existing Product New Product Existing Market New Market Market penetration = concentrate on your strengths Market expansion = need market information and customer research Product expansion = develop brand and value Diversification = the most risky strategy Business objectives might include future growth plans
54. PR and your business A company's success can rest on the relationship that is has with its potential customers and how it is perceived in the media. The biggest question is, "Will the results gained from hiring an outside PR firm or consultant offset the cost of paying for their services?"
55. Perhaps the better question to ask would be: can you afford NOT to include public relations in your business?
59. # 1 PR is not a quick fix solution PR is not a short-term, quick fix solution. Changing attitudes and building relationships can only happen over time by repeating the same messages and backing them up with action. A short-term PR campaign is more likely to be seen as a “stunt” to get attention and it won’t be sustainable. Clients should plan on conducting a campaign for a minimum of six months and ideally a year or more.
60. # 2 PR can always be done better in-house Yes, it might be, but depending on the size of the company, it needs at least one full-time employee, and more likely several to make any impact. By hiring outside help, a company won't have to cross- train existing employees to take on roles that they are not comfortable with or experienced for and then get them to fit it PR around their existing workload.
61. # 3 PR consultants are too expensive The salary which a company has to pay to full time employee (or employees) may seem like a far cheaper alternative when compared to the amounts paid to outside public relations consultants. But when you add in the cost of sickness and other benefits, paid holidays, employment taxes and other fixed overheads, a company could end up saving thousands of pounds a year by hiring outside help.
62. # 4 PR can control the media Clients often get upset when their media coverage is not 100% accurate or not exactly the kind of coverage that they want. Even the best PR person cannot control exactly what is written or said about a particular company. If it could, then it wouldn’t be PR, it would be “advertising”.
63. # 5 PR is impossible to measure Measuring "success" in a public relations campaign, is often not straightforward, especially in the short term. However as long as you agree at the beginning exactly what it is that you are measuring then it can be done. Is it “outcome” or “output”? Press cuttings, Advertising Value Equivalents (AVE) , Share of Voice – often the budget available is the biggest factor here.
64. # 6 PR should get you on the front page PR people rarely tell clients that they won’t ever be on the front page of the top newspapers, unless it is for all the wrong reasons. Every client wants a big profile of their company on the cover of a major magazine or in the top business newspapers, but these are very few and far between, even for established companies.
65. UK Print Coverage Breakdown Daily national newspapers: 69% Industry Verticals: 13% Business Press: 7% Industry Trade: 5% Online: 3% Wire Reports: 2% Financial reports: 1% Daily national newspapers: 69% Business press: 7% Industry Verticals: 13% Industry Trade: 5% Online: 3% Wire Reports: 2% Financial News: 1% Source: Case study Ask Jeeves from Backbones Research
66. # 7 PR people never get any results You have to have a good story to start with. Newspapers only print what people want to read or if it is newsworthy. PR people can only do their job properly if they are given access to the company’s senior management when they need it, and the information and material that they need is made available to them. Clients have to be flexible to fit in with the media’s deadlines.
68. Three levels of PR service Hire a PR company – retainer basis or project basis Performance Support Hire a press release/article writer Hire a consultant to develop a strategy Buy Specialised Software Subscribe to Features Executive or PR Newswire Buy in Consulting Coaching Training Books CDs DVDs Unique Value = most expensive Replicability = least expensive
69. What level of PR support do you need ? Do you have the experience and expertise to do your own PR? NO – hire a PR firm or consultant YES - Do you have the budget to hire a PR firm or consultant? Hire a PR specialist to develop a strategy, develop the messages, write articles and press releases and then do the rest yourself or hire a virtual PA NO YES – do you have the time to do your own PR? YES – do your own PR
70. There are various PR services which can help you to “do-it-yourself”
71. If you do, you’ll need to prioritise your objectives Importance Feasibility High High Low Low Do this Second Do This First Don’t Bother Maybe
72. Books, software or consultancy advice may help supplement your knowledge and experience
73. If you want someone to do it for you PR is very labour intensive and you won’t get results straightaway. Someone has to spend time and effort developing a PR strategy that fits in with the client’s business objectives, developing the messages and researching the supporting evidence, writing the press releases or engaging in some other activity that produces the mentions in the press, on the radio or TV. That’s what companies are paying for when they hire PR agencies.