louise findlay-wilson, pr pro, big jelly 25th march 2011
DESCRIPTION
This is the presentation by Louise Findlay-Wilson of PR Pro on how to make your business famous, delivered to the BIG Jelly on 25th March 2011TRANSCRIPT
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Some names we have worked with
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Today
• Advertising vs PR• How to spot the news in your business• How to create news• ‘Selling in’ your story• Looking like a market leader/expert• Social media – where does it fit?
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What is PR ?
“The planned and sustained communications between an organisation and the audiences that matter to it - driving that audience to behave in a certain way”
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Have the end in mind
Who do I need to reach….?
What do I want them to do….?
So, what must they think about us….?
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How
Today…the media…
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Advertising vs PR
What’s the difference?
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Advertising vs PR
Advertising = control
•Can dictate what, when and where
•With PR you can’t
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Advertising vs PR
PR = believable
• You will believe editorial, you won’t believe an ad
• Editorial is 3.5 times more powerful than advertising
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Advertising vs PR
PR=Value for money
• Advertising costs loads of money – PR is FREE
• You can’t advertise everywhere…
• But you can publicise everywhere!
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Advertising vs PR
Your Natural Talent
Smaller companies are FAR better suited to PR than big businesses !!
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News
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Classic news
Award winsBusiness winsExpansionProduct/service launchAppointmentCharity eventAnniversaryHuman interest
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Creating news?
Piggyback on wider newsHost an eventSponsor something relevantGive a talk/lectureRun a competitionMake a predictionExpress an opinion
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Tools for creating news
FENSGoogle alertsWeb polls – Linkedin
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What are
the rules?
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Always think ‘so what’
News that’s important to you doesn’t necessarily matter to the reader, viewer or listener!
If it doesn’t pass the ‘so what’ rule, don’t bother
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Building in the ‘so what’…
New office
New product
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Power words!
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Selling in your story...
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Have I got news for you!
Timely 60 seconds pitchIntroduce yourselfGet to the punchline of your storyIf you were in a pub and it was an anecdote, how would you tell it?
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Looking like a leader
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Looking like a leader
Expert GuidesResearch
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Expert Guides
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Expert Guides
Launch it in mediaExpert feature materialSite download – but data captureBlog/Tweet about itLink back to itAt exhibitionsCustomer giveawaysBasis for events
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Research
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Research
•Tactical poll •On your website•Drive people you know to take part•Interesting and topical•Supplement your news with relevant stats•Plug news gaps or support a story
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What do we mean?
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What do we mean?
“Although 65% of women know how to change a wheel, only 10% would feel confident enough to put the knowledge into practice according to a survey by ABC Garage...which today announced that it is running special workshops for female motorists.”
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Social Media...where does it fit?
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• Find your contacts and customers• Don’t just broadcast! Engage• Twitter Search• Customer care• Be real, be human, be useful - don’t just sell• Measure, measure, measure
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• Read weekly updates and act on them• Polls – use to feed PR campaign• Answer questions – to show expertise• Join groups to find new contacts/shared
interests• Create your own group?• Identify 50 companies you’d like to work
with
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Louise Findlay-Wilson – Linkedin
PrPro Group - Linkedin
@Louisefw - twitter
T:01993 825916
Special – today only - PrPro Masterclass deal!!