Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Beyond buzz: Building value through thought leadership

522 views

Published on

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

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 />
  2. 2.
  3. 3.
  4. 4.
  5. 5.
  6. 6.
  7. 7.
  8. 8.
  9. 9.
  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 />
  16. 16.
  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 />

×