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Beyond buzz: Building value through thought leadership


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Beyond buzz: Building value through thought leadership

  1. 1. Beyond…<br />“Building value with thought leadership”<br />By: Stacy Armijo<br />Vice President, Pierpont Communications<br />
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  10. 10. Who should consider PR?<br />Influence within your industry<br />Stakeholders don’t know or understand you<br />Shape or respond to regulations<br />Online reputation is a priority<br />Employee recruitment or retention<br />Vulnerable to crisis<br />Seek “third party credibility”<br />Generally, more awareness and reach<br />
  11. 11. Who should not implement PR?<br />Nothing newsworthy to say<br />No committed to the rhetoric they espouse<br />Seeking a “quick hit” or short-term sales boost<br />Unwilling or unable to invest the time<br />Uncomfortable giving up control<br />
  12. 12. How to generate PR opportunities<br />Celebrate anniversaries and company milestones<br />Apply for industry awards and promote wins<br />Identify core issues and proactive pitch reporters<br />Solicited contributed article opportunities<br />Publicize charitable activities<br />Celebrate relevant holidays<br />
  13. 13. Generating PR opportunities (cont.)<br />Monitor news & “friend” key reporters<br />Collect and pitch editorial calendars<br />Solicit speaking engagements<br />Engage clients in media relations<br />Leverage breaking news for media interviews<br />Request media briefings during trade shows<br />Issue news releases<br />
  14. 14. During a media opportunity<br />Explicitly state your objective (to yourself)<br />Research the reporter and news outlet<br />Plan you key points strategically<br />Anticipate questions and practice answers<br />Be friendly and conversational, but professional<br />Bridge back to key messages<br />Solicit feedback from the reporter<br />Follow through with anything promised<br />
  15. 15. Things to Avoid<br />Issuing “news” for no reason<br />Lying or exaggerating<br />Flying blind into an interview<br />Making your salesperson your spokesperson<br />Using meaningless buzz words<br />Giving up after two months<br />
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  17. 17. Control<br />Credibility<br />Cost<br />
  18. 18. Beyond…<br />“Building value with thought leadership”<br />Stacy Armijo<br />Vice President and General Manager, Austin<br />Pierpont Communications<br />Public Relations • Public Affairs • Marketing<br />Austin • Houston • Dallas • San Antonio<br />