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Pivot don't pause pr
The document outlines strategies for effective public relations, emphasizing the importance of adapting messaging and tactics during crises like the COVID-19 pandemic. It highlights various components of a public relations program, including media relations, community engagement, and digital marketing. The content encourages marketers to pivot quickly, maintain strong relationships, and leverage new opportunities to ensure continued brand awareness and relevance.
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Pivot don't pause pr
- 1. Pivot, Don’t Pause a PublicR elations W ebinar by Integrate Agency Am anda Sprague & Allie D anziger
- 2. About Integrate Agency WHO WEARE Integrate is a full-service marketing agency, based in Houston and Austin, focusing on the entire “integrated marketing ecosystem” to solve bigger problems, faster.
- 3. THE INTEGRATED ECOSYSTEM Branding Define,or re-define tone, vision, visuals, and overall brand identity Website Design Conversion-first, device agnostic, aesthetically pleasing design and development Digital Marketing PPC, display, programmatic, re-targeting, geo-fencing, social media ad management Content/SEO Starts with an audit on keywords, content, website and backlinks, then we get to work Media Buying Plan and execute media buys, negotiate budget and measure success Public Relations Combination of media relations and community and influencer relations Social Media Strategic brand communication and reputation management Email Marketing Entire program from email capture, content development, template design and automation
- 5. PUBLIC RELATIONS Media RelationsCommunity Relations AwardsPress Releases WHAT IS IT ANYWAY? Public Relations is the strategic process of leveraging third party endorsement to build awareness and shape your organizations image. Co-branded partnerships
- 6. WHAT PEOPLE THINK: P=Public+ R=Relations PR 101 How do you get those to align? • Media Relations • Owned Media • Community Relations • Well Rounded Communications Program • Stakeholder Communications • Crisis Communications WHAT IT REALLY IS: P=Perception + R=Realty
- 7. PR 101 –Way to get Press 5 TACTICS TO LAND COVERAGE NEW NEWS • ANNOUNCEMENTS • NEW HIRES • FUNDRAISING EXPERT PITCHING • TIPS • REACTIVE COMMENTARY • OP-EDS EVENTS • PRE-EVENT AWARENESS • POST-EVENT COVERAGE TRENDS & ROUND-UPS FEATURES
- 8. THE PR LANDSCAPE GOINGINTO 2020… • Online content is king • Digital Decluttering • True engagement • Thought leadership • SEO PR • Reputation Management
- 9. IMPACTS OF COVID-19 STAKEHOLDERS CRISISCOMMUNICATION • Ensure stakeholders are aligned • Have a plan, then re-evaluate it • Do you have a checklist? HOW TO PIVOT YOUR PR DURING A PANDEMIC CADENCE OF COMMUNICATION • Determine frequency of communication with your publics • Adapt quickly • Don’t go silent • Evaluate communication platforms
- 10. WHO IS YOURAUDIENCE? DETERMINE WHAT THEY CARE ABOUT DETERMINE HOW THEY HAVE CHANGED, SO YOU CAN PIVOT • What constitutes as good messaging has continued to evolve and its evolving quickly – ensure you pivot messaging appropriately • Back in April, stats came out pointing towards consumers’ behavior becoming more altruistic • Beyond that, authentic Corporate Social Responsibility will build stronger rapport with the public. • We have seen success with brands doing giveback campaigns for this very reason
- 11.
- 12. PANDEMIC PERSONAS HOW SHOULDYOU ADAPT? THINK THROUGH WHAT YOU HAVE TO OFFER THEM - PRODUCT THAT FILLS A NEED, INSIGHT TO A SOLUTION THEY MAY NOT HAVE UPDATE OFFERINGS WHEN POSSIBLE BUT DO SO IN AN AUTHENTIC WAY
- 13. HOW HAS ITCHANGED? • Managing relationships is still important! • Be reliable • Provide value • Set yourself up as an industry leader WORKING WITH THE MEDIA • Fewer journalists • Quicker deadlines • Fewer pitches with more assignments • Working from home MANAGING MEDIA RELATIONSHIPS
- 14. PREPARING FOR ANINTERVIEW A PHONE INTERVIEW • Be in a quiet place to reduce background noise • Have pen and paper in hand • Bring notes • Smiles can be “heard” • Speak slowly, they are probably taking notes • Its okay to correct yourself or restate • If you’re unsure of an answer, let them know
- 15. PREPARING FOR ANINTERVIEW A VIRTUAL INTERVIEW • Try to look at your camera, not the screen, so it appears to viewers that you are looking at the reporter • Turn off notifications that may pop up and distract you • If using Zoom, utilize a virtual background OR ensure you have a clean, neutral background • Typically, headphones produce best sound quality
- 16. INTERVIEW DOs ANDDON’Ts DOs ü Assume everything is on the record ü Be truthful and informational ü Have succinct answers ü Smile and speak at a slow, confident pace ü Correct yourself or restate an answer DON’TS ü Be promotional ü Keep talking to fill space – it’s the reporter's job to keep things moving ü Use industry jargon ü Talk too fast ü Say “No comment”
- 17. CREATING MEDIA OPPORTUNITIES TRENDING INTO2020… CREATE AUTHORITY THROUGH YOUR OWN WORDS OP-ED VALUE CONTINUES TO INCREASE CREATE MULTI-CHANNEL CONTENT
- 18. • Tried andtrue tactics may work, but only if they serve what the audience wants • Media stunts and events are out • Being timely and on trend has never been more important • Altruistic, giving back, filling a need for products • Providing insight on “how to” or “what’s happening” for executives and services • Celebrating launches, hiring and funding works now more than ever WHAT HAS BEEN SUCCESSFUL?
- 19. DO IT YOURSELF– QUICK TIPS DO YOU RESEARCH MAKE IT EASY ON THE MEDIA WORK FAST RETHINK YOUR OFFERINGS DON’T SHY AWAY #2 #1 #3 #4 #5
- 20. TAKE IT FURTHUR… HOWDOES PR FIT INTO THE OVERALL MARKETING ECOSYSTEM? • Stretches your placements • Creates content • Builds up SEO • Linkbacks for sales and visits • Creates goodwill and brand awareness
- 21. Pivot, Don’t Pause. BeReady to Adapt. And Adapt. And Adapt.