1. PR and
Marketing
The University of Edinburgh
31 October 2012

2. hot tin roof.

3. Marketing.
What is marketing?
Marketing is the chain of activities moving
products from producer to customer.
• Market Research
• Product
• Strategy
• Pricing
• Packaging
• Distribution
• Promotion
• Sales

4. Strategy.
Where do I start?
Situation Analysis: Where I am now
• Describe where your company stands
at this moment in time (strengths,
weaknesses, opportunities and threats)
• Describe your industry and forecast
trends and change (political, economic,
social and technological)
What is my marketing strategy?

5. Strategy.
Where do I want to get to?
Every company has business objectives.
• Where do you want to be?
• When do you want to get there?
• How will I get there?
If the purpose of your marketing plan is to launch a new product or line of products:
Objective - Achieve 10% market share in first 12 months of launch.
If the purpose of your marketing plan is to boost revenue from existing products:
Objective - Increase revenue 12% from our existing line of products over the next six months.
What are my business objectives?

6. Tactics.
How will I get there?
What tactics do I need to deliver my objectives?
Objectives establish a broad outline of how you want to
achieve your strategy. Tactics are specific actions.
• Objective: Achieve 10% market share in first 12 months of launch.
• Tactic: Develop a brochure to send to new prospects.
What are my tactics?

7. Tactics.
What do I do?
What tactics do I need to deliver my objectives?
• Advertising - TV, Radio, Print, Outdoor
• Sales Force - Telesales, Door to Door, Networking
• Sales promotion - Competitions, Vouchers, Displays,
Sampling
• Direct marketing - Fliers, email, inserts
• Public Relations - press releases, sponsorship, roundtables
What are my tactics?

8. Budget.
How much will it cost?
Every tactic has a price.
• Add up the costs of each tactic
• Prioritise
• Revisit your strategy
• Set your budget
What is my budget?

9. Customer.
Who am I selling to?

10. Research.
Market analysis
• Market segmentation (potential buyers, growth forecast,
average transaction value of sale or average sales per year)
• Company analysis
• Needs and requirements
• Distribution channels
• Competitive forces
• Communications
What is my market?

11. Product.
Positioning a product
• What kind of product is it?
• Who is it designed for?
• What is the single most important benefit it offers?
• What is the most important competitor?
• How is it different from that competitor?
• What is the customer benefit of that difference?
What is my unique selling point?

12. Public relations.
What is PR?
“The planned and sustained effort to establish and
maintain good will and understanding between an
organisation and its publics.”
Institute of Public Relations (1987)
What should I use PR?

13. Public relations.
The Financial Times

14. Strategy.
What am I going to do?
Business objectives
SWOT analysis
Communication Objectives
• Create awareness • Develop knowledge
• Promote understanding • Displace prejudice
• Overcome misunderstanding • Encourage belief
• Combat apathy • Confirm or realign a perception
• Inform • Act in a particular way
What is my communication strategy?

15. Key messages.
What am I going to say?
• What does my product do?
• Why would anyone buy it?
• What are the benefits?
• What problem does it solve?
What are my key messages?

16. Tactics.
How am I going to say it?
• Articles and features • Advertising
• One to one briefings • Exhibitions and conferences
• Interviews • Hospitality
• Background briefings and materials • Sponsorship
• Photography • Donations
• Email • Press release
• Internal communications • Design and branding
• Brochure • Membership of industry groups
• Newsletter • Roundtables
• Seminars • Awards
• Sales force • Direct marketing
• Sales promotion • Social media
What media will I use?

17. News.
What makes news?
• Sex
• Power
• Money
How will I make the headlines?

18. Story.
How to make the headlines
The five main business stories:
1. Launch
2. Growth
3. New product
4. Mergers and Acquisition
5. Cuts and Closure
Is your story newsworthy?

19. Develop.
Why use your story?
• Angle
• Hook
• So what?
• Boost its news value
How will you interest the journalist?

20. Angle.
How to find your angle
• Follow the news in your industry
• Talk to colleagues and customers
• Look for milestones
• Know the benefits of your product
• Upcoming relevant events
• Survey your customer base and build a story around the results
What would you like to read?

21. Hit!
How to get coverage
• Research your press
• Know your papers
• Columns
• Days
• Style
• Know your journalists
• Who specialises in your area?
What is your story?

22. Press Release.
How to write it
• Get your facts together
• Use quotes
• Put the best bits first
• Think quality, not quantity
What are you trying to say?

23. Media.
Where should you sell it in?
• Newspapers
• Trade press
• Vertical press
• Online
What is your audience?

24. Newspapers.
What can you target?
• Dailies
• Sundays
• Business pages
• Supplements
• News pages
• Platform pages
• Opinion columns
What are you going to say?

25. Trade press.
What makes the trades?
• News
• Features
• Letters page
• Opinion
• Analysis
What are the issues in your industry?

26. Digital.
What is online PR?
• Traditional vs digital
• Targeting and research
• Online distribution
• Optimisation
• Social media
• Twitter
• Facebook
• Social bookmarking
• Blogging
What are people saying online?

27. Marketing and PR.
Secrets to success
• Smaller companies can use press releases to generate
the kind of publicity that would cost thousands of pounds
to achieve with other forms of marketing.
• Media coverage helps to generate sales, improves status
among existing customers, aids recruitment, attracts
investment and increases online visibility.
Let’s get started!

28. Sarah A Lee
Sarah@hottinroof.co.uk
0131 225 3875
@hottinroofpr