Personal and professional thoughts in developing a PR strategy for a B2B business. Includes a section on maximising the effectiveness of social media and building social authority

1. Development and
Implementation of
the Group/ Divisonal PR
Strategy

2. It starts here……
Development:
Audit
Objectives
Goal Setting
Market targeting
Messaging
Implementation
Scheduling
Tactics
Approval
Evaluation
Outcomes & Metrics
Reporting
Team Evaluation
Sharing success

3. The Audit
• Complete understanding of the business as it currently stands
• What does the industry look like - Situational analysis
• What divisional direction is the business heading
• Know your resources
• Language and Culture
• Digital Communication analytics – website, Twitter, LinkedIn and Google+
The Miss Marple approach: Investigation, relationship
building, present to teams (IIP accreditation), start PR blog
intranet, team brief online, 1-2-1 meetings, internal comms
channels, staff survey.

4. O Objectives
BUSINESS OBJECTIVES
COMMUNICATION OBJECTIVES
PUBLIC RELATION OBJECTIVES
“ We are the UK’s leading workplace service
provider and it’s a position I want to uphold”
“What we’ve got to do is get the company
back to growth again, so everything we do
here is about how do we grow the company
faster.”
“At the heart of this growth strategy is cross
selling across the Group’s different
businesses, streamlining efficiencies and
sharing best practice”
My Mission statement
To enable the business to achieve its
Objectives
through delivering excellence and
commercially focused, innovative
public relations support

5. Group and Divisional Focus
2014: Growth & Positioning
External Engagement Brand Media Management
To ensure the Public Relations are engaged at the right
time, on all projects, to allow effective resourcing, a
timely, and consistent approach to communications and
maximum added value.
Build effective relationships with journalists both
traditional and online
To maximise support for projects from effective
stakeholder engagement at a divisional level
Promote company and projects by proactive media
activity
To maximise support for divisions from effective
stakeholder engagement at a regional /national Cluster
level
To understand media activity and its impact across the
team and use to manage resources, workload and plan
future activities
To organise highly effective external events with clearly
agreed objectives Public Exhibitions Supply Chain visits
Sponsored technology events, Conferences
To use Research to promote company activities and gain
support for development projects
To support employees to engage effectively with
stakeholders to maximise support for projects
To ensure all external material is correctly branded,
using the correct company logo and all design work
meets brand guidelines

6. Target Messaging
CONTENT IS KING
Target Buyer Audience Target Media Audience Target Influential
audience
One Stop Shop for your
business
Delivering operational
Excellence
Sharing best practice
Great services delivered
by great people
Leading provider of
Workplace services in
the UK
Sector thought leader
Force for good with an
innovative approach to
business processes
Benefit for the economy
and the community
Providing evidence and
research for the benefit
of the sector

7. Schedule & Tactics
….hand in hand with Marketing Team
• Define your implementation phase and create your PR activity plan
• The message should find your audience . Your audience shouldn’t
have to look for your message
• Media database, Gorkana, Durant's, Meltwater, Radar
PR 2.0Traditional PR

8. Let’s get everyone on board. Let’s evaluate
and
share our success!
• Share the PR strategy – involve the whole team
• Approval by the Head of Communications / Marketing Manager
and Management team
• Measurements and benchmarks against our tactics and goals
Finally lets shout about
our own success!

9. Maximising the
effectivness of
Social Media and
building Social
Authority
Let‘s build brand awareness, retain
our customer base and generate
leads.
PR 2.0

10. PR 2.0
Social Authority
Building Brand Authority
• Through the process of building brand authority SM becomes
effective
• You can not control your message – participate in the
conversation
• Conversations have to be managed correctly
• CIM – resistance to direct messaging on SM platforms
• Businesses look at industry leaders for information
Social media = Interaction amongst people in a digital environment - Virtual community where we create and
exchange content.
Exchange ideas on brands and products – listen and gauge sentiment analysis –reach a large audience.

11. Industry leader
Content is king
Digital content marketing
Encourages sharing
using across platforms
Drives traffic to web
landing pages
The Blueprint

12. How do we use technologies to gain
maximum return on investment?

13. Employee Engagement: How Social Media is changing Internal
Communications
Can we demonstrate how social media can we improve day-2-day
business? Can it communicate change?
• Innovation and idea exchange
• Employee Engagement
• Knowledge management and collaboration
• Link between effective employee engagement and superior
company performance – missing link- how?
• Real-time communication an integral part of corporate comms

14. Recap
PR v PR 2.0
Traditional PR (One way) PR 2.0 (Two way)
Elements
 News release
 Media relations
 The Wire
 Events
 Social Media news release
 Video media relations
 The Web
 Live streaming
Characteristics
 One to many/shotgun
 Scheduled
 Managed Pace
 Structure
 Broadcast
 Single audience
 One way voice
 Spin
 One-2-one intimacy
 Always on
 Hyper warp speed
 Open
 Conversation
 Peer recommendation
 Multiple voices
 Trust through social authority

15. …and to conclude
Why B2B business needs Social Media
Branding and SEO
Personal Connect with Target audience
Employee Collaboration
Building Trust
Creating Relevance
Most importantly - Generating social authority