PR is a Pain in the Ass.
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Presentation given to the NUIG Explore programme members on Public Relations - how difficult it is and the amazing results that PR can deliver.
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PR is a Pain in the Ass.
- 1. PR is a pain in the ass but…. EoinKennedy @eoink
- 3. PR is Risky
- 6. PR Wags the Dog
- 7. PR is Hard Work
- 8. BUT
- 9. PR Convinces
- 10. PR Reaches
- 11. PR is Cost Effective
- 13. PR Can Make YOU the Expert
- 14. PR Has Changed
- 16. PR Tips Think like a journalist Good content always wins out Be a content marketer Think beyond words Read then pitch Be a resource Be brave – help yourself
- 17. Thanks for your time. Eoin Kennedy, + 353 86 8339540 www.congregation.ie eoin@congregation.ie www.twitter.com/eoink www.eoinkennedy.ie Skype: eoin.kennedy.work
Editor's Notes
- I have worked in PR for 20 years and I stand by this statement. I was on the board of the Irish Internet Association, set up a digital arms in last consultancy, moved to the west to pursue a start up. Ex teacher, ex PR, ex start
- Time to create and agree the message, write a release Time to issue Pitch, follow up, do the Q&A, research media outlets, find their email address, call them, manage requests
- Hard to hide after It could go wrong Putting content into others peoples hand for interpretation It could out jimmy joe whose sandwiches you stole
- You do all the work and nothing come from it Someone shots the president and all news pages gets dedicated to that Shelflife can be very short
- Can feel like its all about air kissing Relationships really help but
- Tail wags the dog Working to a journalists timetable. They hold all the cards and you have to play their rules
- Timing, co-ordination, understanding journalist requirements, different outlets
- These are all the reasons that people use to not engage in PR. All true but Done well it can really deliver the way other disciplines struggle. And it does get easier.
- Give me a website, brochure copy, white paper – all good content but I remain skeptical – you would tell me that. Third party endorsement and authority Ad for restaurant versus review. Ad good for awareness. You telling every you are a great kisser or someone you snogged telling everyone what a great kisser you were Skepticism
- People consume media and look to them for guidance – from original content to validation Physical numbers – readership, viewership are big – online reach is huge average journalist twitter following is 10k Very difficult to get your information physically into peoples hands
- Huge wastage in interruption advertising €17k for half page = feature = impact value closer to €50k
- Water cooler style – not just content but endorsement Can lead to partnerships, additional support. Really big impact when looking for sponorship
- Path of least resistance – not always the quoted person Makes you a better communicator – story telling, short snappy to thinking about your audience
- Path of least resistance – not always the quoted person Makes you a better communicator – story telling, short snappy to thinking about your audience
- Relationships are useful but news value trumps it