Have you wondered why your PRSA NJ Pyramid Award entry didn't make the cut? Are you too intimidated by the entry process to submit? Have no fear: We have the tips and secrets you need for success.
Increasing pressure to save money means increased expectations for new sales hires to become productive in a shorter time frame, which can sometimes result in training programs becoming more and more condensed. One-and-done boot camps are rarely effective, with most trainees retaining only 10% of their learning after one month. Successful sales onboarding works best with a continuous approach that involves reinforcement, practical practice and ongoing support. In this webinar, you’ll walk away with inspiration and tips that you can immediately apply to your program including:
* Best onboarding practices: what learning science tells us
* Case study: how NAVEX Global acquired four different companies in the span of six months and went from having no formal sales onboarding program to a robust global process
* How new technologies like Guided Selling help augment onboarding programs for improved knowledge transfer, pipeline velocity and sales results
You've seen dozens of articles on the latest ways to optimize marketing assets and get your message in front of your targeted audience. But before you can get the most value from any of those tactics, you need to clarify your marketing strategy.
That way, when your marketing succeeds, you'll get the business results you want.
RESULTS.com President Stephen Lynch shares our proven best practices to help you clarify the following strategic decisions:
Strategic Position: The niche within your industry that you “own”. The concept you want your customers to think of when they hear your brand name.
3 Key Benefits: The functional, economic, and emotional benefits that your marketing needs to communicate.
Brand Promise: The blunt, overt, compelling offer you put in front of your target market customers to help them understand what they will experience when they deal with you.
business development & growth workshop for startups
we will talk about
1: what is business development?
2:business development management
3: Business Development tools & strategies
4: Deal structure "in 7 steps"
Speed Wins: Launching new products and services. pptxPeter Eales
Learn how to get your products and services to market on time to enhance your range of services. Peter Eales gives practical examples and case studies for a range of businesses across all sectors, showing how to use product management for business growth. This session is a presentation for people in marketing and business owners. It shows how to work with customers and suppliers to test ideas, products and services using prototypes, MVPs (Minimum Viable Products which are like prototypes), and methods to save wasted time and cost. Peter shows the importance of good project management and how to adjust plans and tactics up to and after launch. It was originally a presentation given to 2014 to marketers and business owners.
Peter Eales is MD of o i solutions ltd and Marketing Manager at Hixsons Ltd. He is a CIM chartered marketer, CIM and IDM Fellow and ex regional chair, and Dorset CIM Vice Chair. A Dorset Community Foundation Board Member and Dorset Business Angels GM and Director. Previously a plc director and experienced product manager across the UK and Europe.
May 2015 marked the final offering of Product Manager Imperatives at the University of Wisconsin-Madison’s Center for Professional and Executive Education. After 40 years of running these open enrollment corporate workshops on product management, UW-CPED has decided to focus exclusively on management and leadership training. This presentation is the condensed version of the final offering of Product Manager Imperatives. For a version of this presentation with links to videos, tutorials and other tidbits to demonstrate key points, look for this presentation at BrainSnacksCafe.
We give you a framework for creating a B2B Sales Playbook - section by section, with key info about questions to consider when writing your own Sales Playbook.
Find out more about how to create your own Sales Playbook at: https://contemsa.com/sales-playbook/
Increasing pressure to save money means increased expectations for new sales hires to become productive in a shorter time frame, which can sometimes result in training programs becoming more and more condensed. One-and-done boot camps are rarely effective, with most trainees retaining only 10% of their learning after one month. Successful sales onboarding works best with a continuous approach that involves reinforcement, practical practice and ongoing support. In this webinar, you’ll walk away with inspiration and tips that you can immediately apply to your program including:
* Best onboarding practices: what learning science tells us
* Case study: how NAVEX Global acquired four different companies in the span of six months and went from having no formal sales onboarding program to a robust global process
* How new technologies like Guided Selling help augment onboarding programs for improved knowledge transfer, pipeline velocity and sales results
You've seen dozens of articles on the latest ways to optimize marketing assets and get your message in front of your targeted audience. But before you can get the most value from any of those tactics, you need to clarify your marketing strategy.
That way, when your marketing succeeds, you'll get the business results you want.
RESULTS.com President Stephen Lynch shares our proven best practices to help you clarify the following strategic decisions:
Strategic Position: The niche within your industry that you “own”. The concept you want your customers to think of when they hear your brand name.
3 Key Benefits: The functional, economic, and emotional benefits that your marketing needs to communicate.
Brand Promise: The blunt, overt, compelling offer you put in front of your target market customers to help them understand what they will experience when they deal with you.
business development & growth workshop for startups
we will talk about
1: what is business development?
2:business development management
3: Business Development tools & strategies
4: Deal structure "in 7 steps"
Speed Wins: Launching new products and services. pptxPeter Eales
Learn how to get your products and services to market on time to enhance your range of services. Peter Eales gives practical examples and case studies for a range of businesses across all sectors, showing how to use product management for business growth. This session is a presentation for people in marketing and business owners. It shows how to work with customers and suppliers to test ideas, products and services using prototypes, MVPs (Minimum Viable Products which are like prototypes), and methods to save wasted time and cost. Peter shows the importance of good project management and how to adjust plans and tactics up to and after launch. It was originally a presentation given to 2014 to marketers and business owners.
Peter Eales is MD of o i solutions ltd and Marketing Manager at Hixsons Ltd. He is a CIM chartered marketer, CIM and IDM Fellow and ex regional chair, and Dorset CIM Vice Chair. A Dorset Community Foundation Board Member and Dorset Business Angels GM and Director. Previously a plc director and experienced product manager across the UK and Europe.
May 2015 marked the final offering of Product Manager Imperatives at the University of Wisconsin-Madison’s Center for Professional and Executive Education. After 40 years of running these open enrollment corporate workshops on product management, UW-CPED has decided to focus exclusively on management and leadership training. This presentation is the condensed version of the final offering of Product Manager Imperatives. For a version of this presentation with links to videos, tutorials and other tidbits to demonstrate key points, look for this presentation at BrainSnacksCafe.
We give you a framework for creating a B2B Sales Playbook - section by section, with key info about questions to consider when writing your own Sales Playbook.
Find out more about how to create your own Sales Playbook at: https://contemsa.com/sales-playbook/
Strategic Planning And Organization ClarityKenny Ong
ABF Strategic Corporate Planning Conference
March 2009, KL
*What are the key pitfalls that can derail strategy planning and implementation efforts?
*What are the critical activities that are anecdotes for driving the development of organisational clarity?
*Examples and case studies
Tactics for sales and marketing managers to use in working with independent sales channels such as distributors, dealers and independent reps. It provides a step-by-step approach for designing channels, and managing and motivating performance.
Workshop presentation for defining the marketing strategy for your startup or small business. Think through basic but important questions you have to answer to get your marketing strategy, and don't fall into common traps many businesses do.
Download exercise template here: http://markitty.com/blog/strategy-presentation.
The Power of Discovery for Increasing Win RatesMike Kunkle
Webinar Recording: http://bit.ly/SMMWebinar-04182018
_____________________________________________
Webinar Description from SMM Connect:
Depending on which sales research you’re reading, Win Rates hover under 50% and No Decision rates vary greatly from 25% to over 50%. The bottom-line? We can do better. And many of us must, to make our number.
What’s the single best thing you can do to radically move these numbers for your sales force? The answer is better sales discovery.
In this webinar, sales transformation expert Mike Kunkle will share a situation assessment framework that will enable your sales force to understand your customers better than ever before – especially the things that matter most to the decision makers – so your pursuit team can build a compelling case for change and co-create solutions that deliver what your buyers really value.
Join Mike for this webinar (where your questions are welcomed and expected) and learn how you can increase your Win Rates and decrease Losses and No Decisions, through the power of effective discovery.
Review a comprehensive strategy for taking your organization to the next level. Business owners are overwhelmed and distracted with day to day activities and tasks. Owners need to make important decisions, quickly, with greater consequences, and often with limited information on hand. Owners concentrate on the tactical decisions and often neglect the strategic ones. Learn the Key Performance Indicators and quantifiable measurements that reflect the critical success factors of a business. This session will provide real world examples and techniques for leveraging existing resources and a systematic approach for growing your business.
How a Different Approach to Selling Can Unleash Massive Sales GrowthMike Kunkle
These are the slides from my SMM Connect webinar on 8/09/2017. Watch: http://bit.ly/SMMWebinar08092017-SS
Well-known selling methodologies no longer provide enough differentiation. Worse, even the methodologies that have been around for 50 years, like consultative selling, aren’t widely adopted (at mastery levels). We still sell transactionally and superstitiously.
In this webinar on my Sales Transformation Straight Talk™ channel, I share:
• Why we need an adaptive approach to selling
• The adaptive selling methodology
• The consultative mindsets that still provide differentiation
• Why sales judgment matters
• The power of Outcome Selling
• How to implement an adaptive sales methodology so it sticks
Evolve Your Sales Approach Now Or Be Replaced By AutomationMike Kunkle
This is from my SMM Connect webinar on 09/27/2017. You can see the full webinar at: http://bit.ly/STSTonSMM-09272017
Forget about the Red Coats, Artificial Intelligence (AI) is coming! Yes, consultative sales reps will be around for long-time, but only those who can shift their approach to outcome selling.
In this webinar, sales transformation expert Mike Kunkle will share:
- Several prospecting approaches,
- A discovery approach, and
- An opportunity qualification approach…
… all geared toward defining outcomes, delivering value, and creating an unfair advantage to generate and win more deals.
An understanding of the key principles around business development. This approach enables the development a disciplined sales approach based on marketing and sales techniques. The focus is on the entire sales process from lead generation to closing business.
This is the Lean Sales and Marketing Introduction slide deck that is part of the Business901 2-day Workshop. You can view the entire workshop under the Training Content Section on the Business901 website.
Video Marketing 101: Tactics to go from vendor to marketing partnerIan Servin
Tactics for building better creative relationships with your clients and providing value beyond the deliverable. Video marketing is about so much more than just making videos, it's about making an impact to your client's business.
Presented at WistiaFest 2017.
Strategic Planning And Organization ClarityKenny Ong
ABF Strategic Corporate Planning Conference
March 2009, KL
*What are the key pitfalls that can derail strategy planning and implementation efforts?
*What are the critical activities that are anecdotes for driving the development of organisational clarity?
*Examples and case studies
Tactics for sales and marketing managers to use in working with independent sales channels such as distributors, dealers and independent reps. It provides a step-by-step approach for designing channels, and managing and motivating performance.
Workshop presentation for defining the marketing strategy for your startup or small business. Think through basic but important questions you have to answer to get your marketing strategy, and don't fall into common traps many businesses do.
Download exercise template here: http://markitty.com/blog/strategy-presentation.
The Power of Discovery for Increasing Win RatesMike Kunkle
Webinar Recording: http://bit.ly/SMMWebinar-04182018
_____________________________________________
Webinar Description from SMM Connect:
Depending on which sales research you’re reading, Win Rates hover under 50% and No Decision rates vary greatly from 25% to over 50%. The bottom-line? We can do better. And many of us must, to make our number.
What’s the single best thing you can do to radically move these numbers for your sales force? The answer is better sales discovery.
In this webinar, sales transformation expert Mike Kunkle will share a situation assessment framework that will enable your sales force to understand your customers better than ever before – especially the things that matter most to the decision makers – so your pursuit team can build a compelling case for change and co-create solutions that deliver what your buyers really value.
Join Mike for this webinar (where your questions are welcomed and expected) and learn how you can increase your Win Rates and decrease Losses and No Decisions, through the power of effective discovery.
Review a comprehensive strategy for taking your organization to the next level. Business owners are overwhelmed and distracted with day to day activities and tasks. Owners need to make important decisions, quickly, with greater consequences, and often with limited information on hand. Owners concentrate on the tactical decisions and often neglect the strategic ones. Learn the Key Performance Indicators and quantifiable measurements that reflect the critical success factors of a business. This session will provide real world examples and techniques for leveraging existing resources and a systematic approach for growing your business.
How a Different Approach to Selling Can Unleash Massive Sales GrowthMike Kunkle
These are the slides from my SMM Connect webinar on 8/09/2017. Watch: http://bit.ly/SMMWebinar08092017-SS
Well-known selling methodologies no longer provide enough differentiation. Worse, even the methodologies that have been around for 50 years, like consultative selling, aren’t widely adopted (at mastery levels). We still sell transactionally and superstitiously.
In this webinar on my Sales Transformation Straight Talk™ channel, I share:
• Why we need an adaptive approach to selling
• The adaptive selling methodology
• The consultative mindsets that still provide differentiation
• Why sales judgment matters
• The power of Outcome Selling
• How to implement an adaptive sales methodology so it sticks
Evolve Your Sales Approach Now Or Be Replaced By AutomationMike Kunkle
This is from my SMM Connect webinar on 09/27/2017. You can see the full webinar at: http://bit.ly/STSTonSMM-09272017
Forget about the Red Coats, Artificial Intelligence (AI) is coming! Yes, consultative sales reps will be around for long-time, but only those who can shift their approach to outcome selling.
In this webinar, sales transformation expert Mike Kunkle will share:
- Several prospecting approaches,
- A discovery approach, and
- An opportunity qualification approach…
… all geared toward defining outcomes, delivering value, and creating an unfair advantage to generate and win more deals.
An understanding of the key principles around business development. This approach enables the development a disciplined sales approach based on marketing and sales techniques. The focus is on the entire sales process from lead generation to closing business.
This is the Lean Sales and Marketing Introduction slide deck that is part of the Business901 2-day Workshop. You can view the entire workshop under the Training Content Section on the Business901 website.
Video Marketing 101: Tactics to go from vendor to marketing partnerIan Servin
Tactics for building better creative relationships with your clients and providing value beyond the deliverable. Video marketing is about so much more than just making videos, it's about making an impact to your client's business.
Presented at WistiaFest 2017.
In our first roundtable, we held three presentations: 1. What Does Your Marketing Strategy Look Like? 2. The Importance of a Digital Strategy 3. Integrated Marketing & Sales
This presentation will help you understand how to:
Develop short- mid- and long-term business, sales and marketing goals and related objectives
Prepare your corporate Mission and Vision statement
Understand brand positioning and its importance
Recognize ideal target clients
Determine competitive factors that affect your market position
Define the elements that will shape your marketing budget
Whether you are briefing an internal team, or an external agency, whatever the campaign type ‐ email, advertising, or indeed telemarketing ‐ a good brief is one of the most important success factors.
Account Management in Public Relations, is one area that continues to affect the way Client Relationship is managed and how effectively communication programmes are managed. This presentation take the perspective that practitioners on the Agency side need to move away from traditional practice and embrace a new paradigm.
1. Four Product Management mindsets Deploy and balance the Explorer, Analyst, Challenger and Evangelist mindset throughout the product life cycle to avoid common pitfalls and deliver a superior solution.
2. Create context to motivate a high-performing team Practical tips and real-world examples to drive innovation, shared understanding, mitigate risks, and create energy and focus.
3.Understand your profile Evaluate your "go-to" strengths versus where you need to consciously practice, and how to recognize and balance stakeholders’ own.
4. Tools to help you Navigate challenging stakeholder relationships. Emerge with a stronger reputation as a leader when faced with conflicting business priorities, changes in direction, misaligned incentives, resource constraints, unexpected disruptions, and aggressive deadlines.
5. And many more strategies Techniques to say “no” given common stakeholder archetypes, how to diplomatically, authentically yet firmly approach keeping your priorities on track.
Zero to 100 - Part 2: Building a Repeatable, Scalable Growth ProcessDavid Skok
Zero to 100 is a learning program from David Skok. It is a detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major emphasis of the course focuses on building a repeatable, scalable and profitable growth machine. Once you have that in place, you are ready to hit the gas and scale like crazy.
To see videos of the presentations, click here: https://www.forentrepreneurs.com/matrix-growth-academy-zero-to-100-videos/
Writing Business Plan
What Is a Business Plan?
Why do You need?
Table of contents
Describe
Introduce
Products or Services
Unique selling points
Management
Marketing
Marketing Mix
Promotional Strategy
Future Growth and Expansion
Key Success Factors
Financial documents Mistake to avoid
Account-Based Marketing has become an important part of the marketing efforts of many Fortune 500 companies as well as mid-size to small firms. This ABM slideshow takes you through what ABM is, why it is important, as well as how to do it effectively. It also provides some examples of successful ABM projects that any company in the B2B space could leverage in their business. For further information or to get consulting in this area, please contact me. See my contact information on the last slide.
To watch video presentation of this slide show go to https://youtu.be/19JKRU9fAsw
Driving Key Account Growth: Planning and Execution to Access the White SpaceRichardson
Decreasing customer loyalty, higher expectations, and constant competitive threats are making forecasted business from your best customers anything but a certainty. The presentation will cover the following:
1. The guiding principles for excellence in strategic account planning
2. Quantitative and qualitative factors to consider in choosing accounts for strategic account planning
3. How to align to the customer’s strategy
Account plan execution
Guide to preparing your Marketing Plan. Picking who you are targeting, clarifying your value proposition, then identifying which tools to use to promote your company, product or service. The guide also describes how to schedule and execute your plan and monitor progress.
Similar to How to Write and Submit an Award-Winning Pyramids Entry (20)
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2. WHAT DOES IT TAKE TO WIN AN AWARD?01
WHAT ARE COMMON PITFALLS TO AVOID?
AND BEST PRACTICES TO FOLLOW?
WHAT ARE JUDGES LOOKING FOR?03
02
3. Learn How To:
• Prepare a stronger award entry
• Identify (and act on!) what judges are looking for in a winner
• Make everyday PR programs and tactics even better
• Provide what the judges are looking for – and ensure your entry
meets all the criteria
4. 5
Why Enter Awards Competitions?
• Award competitions are expensive and time consuming, so why do
we enter them?
• Clients like to know the work they pay for is “award winning”
• It makes us feel good to receive validation from our peers that
our work is top notch
• New business prospects want to hire winners
• New employees want to work with winners
• It helps raise our brand profile
• The process keeps us up to date in capturing our programs (have
case studies written and results documented)
• Awards look great in your office lobby!
5. How to Win
• A solid entry focuses on:
• Strategic writing
• Framing the assignment and merchandising the results
• What made this particularly challenging?
• Research, objectives and results
• Quantifiable results tied to business objectives, not just
media impressions
6. Surefire Ways to Turn Winning Work
Into a Losing Entry
• Ignoring the instructions
• Exceeding length, format, request and guidelines for
supporting materials
• Sending your boilerplate case study
• Different awards measure different things
• Sloppy copying and proofing
• If you don’t care enough to make it look great, why
should a judge think it’s great?
• Not putting ourselves in the judges shoes
• Too much info, inside baseball, boring writing
• Being overly tactical
7. 5
Before You Begin
• Take the time to carefully read the award criteria and categories
• Review previous winning entries
• Choose the right category
• Think about who/what else will probably be entered in those
categories
• Is this really award worthy?
8. So, what’s a great program?
IT’S MULTI-DIMENSIONAL
• Variety of tactics
• Creative, out-of-the-box thinking
IT HAS SIGNIFICANT BUSINESS OBJECTIVES
• Goes beyond “raising awareness” to shape
perceptions and affect behavior
IT DELIVERS AN IMPORTANT OUTCOME
• Backed up by measurable results
10. First Step: Clear Your Mind
• Step out of client mode to write a good award entry – you know too
much about your client and everything is obvious to you
• Start by writing an outline
• What did the client ask you to do?
• What were the inherent challenges of the assignment?
• What makes this different from the other good – even great –
work you’ve done in the past?
• Could this be classified as a “me too” program?
11. ✓ Compelling story and business challenge
✓ Effectively addresses required four sections,
with measurable goals and results
Research Planning Execution Evaluation
Picking Your Best Work
12. Strategic Entry Writing
• Nothing is obvious
• What was the assignment?
• What were the inherent challenges of this assignment?
• What were the environmental factors that created unforeseen challenges?
• What makes this different from the other work you have done in the past?
• Start with a compelling title
• Don’t just call your entry “Category 1, New product launch”
• A catchy title draws the judges in before they even begin
13. Situation Analysis
• Equivalent to the lead of a news release
• Who, what, where, why, when, how
• This is the place to provide background information or context; set up the
objectives and results
• Did the competitor launch a similar product the month prior?
• Did several of your clients’ peer companies recently go out of business?
• Were union negotiations upcoming?
• Was legislation being discussed that would impact your client or issue?
• Was there a management change?
• It must pass the “So what?” test: good work on run-of-the-mill
assignments don’t usually make the cut
• Again, it’s all in the presentation of the facts – sell the judges!
14. Objectives
• Remember what your initial conversations were about: don’t get bogged down in
the tactics
• Work backwards from your results…without being obvious
• Think about the clients’ business goals: the clips are a means to an end
• Objectives can be to prevent something or achieve something
• Make sure you have something to demonstrate success on a business objective:
driving sales, retaining key employees, growing market share, etc.
15. Basis of your campaign: why you did what you did
• Proves need for program
• Creates benchmarks
• Provides data to develop smart objectives, strategies and tactics,
and to identify target audiences
Research Planning Execution Evaluation
The Role of ResearchResearch
16. Research: Putting your best foot forward
If you did this… Then it’s called…
Called a few reporters or analysts to learn about the issue Conducted perception interviews with key industry media
Called a few reporters, did some internet research and
read some reports
Primary and secondary perception study
Key influencer perception study
Peer company analysis
Spent a few afternoons meeting with different executives at
the client’s location
Executive survey - internal
Met with some client executives and called an
acquaintance in the industry
Industry-wide executive survey
Met with an employee who worked on something similar in
the past
Historical review and identification of key elements of
success
17. Show and summarize “cause and effect” of primary
and/or secondary research
• Conducted consumer focus group that revealed
90 percent of target moms use the internet to
research products before making major
purchases, meaning the program needed a
strong online component
RESEARCH: JUDGE’S TIP
18. PLANNING
Demonstrates what you set out to do
• Defines measurable, quantifiable objectives
• Defines key strategies
• Identifies target audiences
• Identifies specific PR budget
Research Planning Execution Evaluation
Planning
19. Focus on objectives that have meaningful numbers and
outcomes – beyond “create awareness” or “build buzz”
• Contributed to a 10% increase in sales for XYZ product in the first six months
of the launch
• Increased social media engagement by 17% across all key platforms within
Q1
• Reduced negative share of voice by 50%
• Drove 34% more foot traffic at ABC Tradeshow & Conference
• Achieved 90% employee retention, following corporate merger
• Helped secure passage of XYZ legislation based on public outreach campaign
PLANNING: JUDGE’S TIP
20. Shares what you actually did
• Summarizes tactics/elements of plan
• Shows how they worked together to reach your objectives and target audience
• Highlights creativity
• Ties into research and planning
Research Planning Execution Evaluation
Execution
21. Strategy vs. Tactics
• STRATEGY is the “big picture” – the overall plan, how the campaign
will achieve organizational goals and objectives. It involves deciding
who the important publics are and which of them will be the
recipients of your messages (i.e., “target audiences”).
• TACTICS are activities specifically created and selected to reach
specific and measurable objectives. Tactics are the actual ways in
which the strategies are executed, e.g., newsletters, media
coverage, seminars, trade shows, advertising, website, and any
other tool that target audiences actually are exposed to.
Public relations is about strategy,
and how tactics integrate into that strategy.
22. Strategy
• Can be combined with discussion of the tactics, but should never be confused
with tactics
• Choosing a lead reporter to offer an exclusive to set the tone is a strategy
• Securing a WSJ exclusive is a tactic
• Securing a USA Today exclusive to drive “day of” TV coverage is a strategy and a
tactic
• This is the place where all of your smart thinking can be highlighted
• Refer back to your research, objectives, situation
• Since we needed to attract new customers, we knew that targeting xx media
wouldn’t be enough
• With the goal of increasing market share by 3% in mind, it would take more than
just publicity: we needed xxx
• Because six similar products had been launched in as many months…
• With a new, unknown CEO at the helm, establishing credibility was critical…
23. Logically execute the execution section!
• Organize tactics under each strategy according to timing,
program phases or audience
• Explain the why, how and what behind tactics – give rationale
and add “color” to bring tactic descriptions to life
EXECUTION: JUDGE’S TIP
24. Proves how you know you succeeded
• Shares results against stated measurable objectives
• Shows how PR affected any change, behaviors or actions
• Highlights any next steps
Research Planning Execution Evaluation
Evaluation
25. This is where the rubber meets the road: if you’ve done the set up correctly, this part should be
as easy as copy and paste!
• Copy your stated objectives from the planning section directly into the evaluation section
• Update with your results, showing exactly what you set out to do and what you did
EVALUATION: JUDGE’S TIP
Objective: Increase sales by 10% in top 10 markets
Result: Increased sales by 20% in top 10 markets, doubling our goal
26. Strategic Entry Writing
and Aesthetics
• Making it look good counts
• Use color for impact and interest…but be selective
• Re-read for typos, grammar
• Re-read for content: Do results match the objectives? Have you
set up the situation analysis correctly?
• Have an experienced person who WASN’T INVOLVED WITH THE
PROGRAM read your entry to make sure they “get it”
• Keep it to the page requirements: exceeding the length
requirement can disqualify you
27. 27
5
At the end you’ll be able to:
• Prepare a stronger award entry
• Identify (and act on!) what judges are looking for in a winner
• Make everyday PR programs and tactics even better
• Know what the judges are looking for – and be able to make sure
your entry meets all the criteria
THE SECRETS
OF JUDGING
28. The judges can’t (and don’t) read everything
Make your supporting materials skim-worthy
29. Supporting Documentation
• Include your best media hits and an executive
summary – not every single hit
• Think about the objectives, and present results
appropriately: Did a major placement result in 100,000
new web downloads? If so, say it!
• Document key items cited in the two-page summary
• Less is more: Include key documents supporting
success, claims and tactics
• Help judges navigate back-up information: Clearly mark
items, highlight key points
30. What Happens During
the Judging Process
• Judges review 2-page summaries to eliminate entries or keep them in the
running
• How to kill your entry:
• Don’t include all elements or business results
• Submit your entry in the wrong category
• Present non-measurable objectives
• “I’ve seen this before, so what…”
• Score remaining entries against 4-step process with full binder or pdf of
support materials as back-up
• Discuss top vote-getters to name winner/runners-up
31. BE A GOOD STORYTELLER
• Framing the assignment and merchandising the results are key
• Research, objectives and results are critical
• Results must be quantifiable and tied to business objectives…not
just clips
• A well-crafted story ensures all criteria connect
• Showcase smart, strategic thinking in situation/audience analysis,
research, objectives, execution evaluation
• Outline measurable objectives and results