getting the message right - november 2012

Getting the message right

Engaging customers to drive grassroots participation

Sue Anstiss – Promote PR

Why public relations?

Who are you targeting?

Different motivations?

Different influencers?

Different messages?

Same aspirations?

Different products?

Different language and tone?

Different media?

How can you reach them?

Reading a local newspaper weekly

Think more broadly

o Locationo Ageo Sexo Keywords (in profile)o Interestso Educationo Workplaceo Relationshipo Familyo Languages

Think more broadly

Getting regular media coverage.What’s in your tool kit…?

1. CampaignsCreating an umbrella for all your activity

2. PhotographyChoosing the right image

for your audience

3. Media TrialsGetting media engaged

4. ResearchRegional hooks for national stories

5. Real stories with appeal

6. SpokespersonNot just your athletes

7. Seasonal stories

8. Use new media toolsBring life to your stories

9. Have a plan

10. Measure results

In Summary…1. Identify your target audience2. Tailor your messages3. Think ‘broad’ media4. Try a variety of tools5. Plan and measure

Sue Anstiss 01628 630363

sue.anstiss@promotepr.comwww.promotepr.com