Louise Findlay-Wilson, PR Pro, BIG Jelly 25th March 2011

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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 2011

Empresariales

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?

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”

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….?

Advertising vs PR What’s the difference?

Advertising vs PR Advertising = control ,[object Object]

Editorial is 3.5 times more powerful than advertising,[object Object]

But you can publicise everywhere!,[object Object]

Classic news Award wins Business wins Expansion Product/service launch Appointment Charity event Anniversary Human interest

Creating news? Piggyback on wider news Host an event Sponsor something relevant Give a talk/lecture Run a competition Make a prediction Express an opinion

Tools for creating news FENS Google alerts Web polls – Linkedin

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

Building in the ‘so what’… New office New product

Have I got news for you! Timely 60 seconds pitch Introduce yourself Get to the punchline of your story If you were in a pub and it was an anecdote, how would you tell it?

Looking like a leader Expert Guides Research

Expert Guides Launch it in media Expert feature material Site download – but data capture Blog/Tweet about it Link back to it At exhibitions Customer giveaways Basis for events

Supplement your news with relevant stats

Plug news gaps or support a story,[object Object]

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Louise Findlay-Wilson, PR Pro, BIG Jelly 25th March 2011

2. Some names we have worked with

3. 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?

4. 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”

5. 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….?

7. How Today…the media…

8. Advertising vs PR What’s the difference?

10.

11.

12. You can’t advertise everywhere…

13.

14. News

15. Classic news Award wins Business wins Expansion Product/service launch Appointment Charity event Anniversary Human interest

16. Creating news? Piggyback on wider news Host an event Sponsor something relevant Give a talk/lecture Run a competition Make a prediction Express an opinion

17. Tools for creating news FENS Google alerts Web polls – Linkedin

18. What are the rules?

19. 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

20. Building in the ‘so what’… New office New product

21. Power words!

22. Selling in your story...

23. Have I got news for you! Timely 60 seconds pitch Introduce yourself Get to the punchline of your story If you were in a pub and it was an anecdote, how would you tell it?

24. Looking like a leader

25. Looking like a leader Expert Guides Research

26. Expert Guides

27. Expert Guides Launch it in media Expert feature material Site download – but data capture Blog/Tweet about it Link back to it At exhibitions Customer giveaways Basis for events

28. Research

29.

30. On your website

31. Drive people you know to take part

32. Interesting and topical

33. Supplement your news with relevant stats

34.

35. 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.”

36. Social Media...where does it fit?

37.

38. Don’t just broadcast! Engage

39. Twitter Search

40. Customer care

41. Be real, be human, be useful - don’t just sell

42.

43. Polls – use to feed PR campaign

44. Answer questions – to show expertise

45. Join groups to find new contacts/shared interests

46. Create your own group?

47.