SMBME Linda Varrell - Public Relations: Getting Your Voice Heard
•
0 recomendaciones•456 vistas
What IS public relations? What is the value to your business? Linda Varrell from Broadreach PR covers that and more in this presentation that she gave at Social Media Breakfast Maine.
Recomendados
Recomendados
Más contenido relacionado
La actualidad más candente
La actualidad más candente (10)
Similar a SMBME Linda Varrell - Public Relations: Getting Your Voice Heard
Similar a SMBME Linda Varrell - Public Relations: Getting Your Voice Heard (20)
Más de Social Media Breakfast Maine
Más de Social Media Breakfast Maine (20)
Último
Último (12)
SMBME Linda Varrell - Public Relations: Getting Your Voice Heard
- 1. Public Relations: Getting Your Voice Heard Presented by: Linda Varrell, APR November 18, 2011 Social Media Breakfast Maine (#SMBME) 19 Commercial St. Portland, Maine www.broadreachpr.com
- 2. Biz & Financial Case for PR "Public relations helps an organization and its publics adapt mutually to each other.“-PRSA Big Picture Overview Communication Discipline Delivers Value* Builds Goodwill – Halo Effect* Gives Brands Voice *Study by Proctor & Gamble – http://vocus.com/codies/Marketing_ROI.pdf 19 Commercial St. Portland, Maine www.broadreachpr.com
- 3. Marketing & PR Together Marketing • Market – focused IMPACT • Attract consumers • Builds brand image • Maintains consistency • Delivers on promises • Captures the wallet Brand Reputation Public Relations • Relationship-focused • Reduce / deflect conflict • Builds reputation • Seeks understanding • Strives for dialogue • Captures the heart 19 Commercial St. Portland, Maine www.broadreachpr.com
- 4. Losing Your Voice Time Poverty Unclear audiences Not speaking in one voice Fractionalization of channels Minimal feedback Mismatched resources 19 Commercial St. Portland, Maine www.broadreachpr.com
- 5. Finding Your Voice 19 Commercial St. Portland, Maine www.broadreachpr.com 5
- 6. Setting Objectives • Tie to overall goals Examples • Grow engaged community by • Reputation 75% over the next year • Relationship • Increase # of positive reviews • Retain X% in clients through • Task (State of Being) relationship building • Measurable (SMART)* • Outputs (Impressions, Interactions, Reach) • Outcomes (Awareness, Attitudes, Behaviors) • Business Results (Share of Wallet, Referrals) *http://www.instituteforpr.org/wp- content/uploads/Setting_PR_Objectives.pdf 19 Commercial St. Portland, Maine www.broadreachpr.com
- 7. Who is Your Audience? Who…? • Needs to know or understand? • Needs to be involved? • Will be affected? • Can provide advice? *Public Relations Society of America/UAB 19 Commercial St. Portland, Maine www.broadreachpr.com 7
- 8. Refining Your Voice o Draw out intrinsic value – state of being o Narrow down to 3 to 5 key points o Identify powerful words for concrete messages o Tailored for your audience o Developed for a variety of purposes o Delivered consistently and authentically 19 Commercial St. Portland, Maine www.broadreachpr.com 8
- 9. Reaching Your Audience oFace to Face oDirect Mail oElectronically oEvents/Sponsorships oPaid Media oEarned Media oSocial Media oWord of Mouth 19 Commercial St. Portland, Maine www.broadreachpr.com 9
- 10. Damage Control Red Cross / Dogfish Head •Innocent Tweet •Appropriate Response •Quick Thinking •Mutually-beneficial Action •Financial Results •Long-term Relationship http://www.huffingtonpost.com/2011/02/16/red-cross-rogue- tweet_n_824114.html 19 Commercial St. Portland, Maine www.broadreachpr.com
- 11. Listening & Adjusting • Monitoring & measuring • Identifying success indicators o Perception o Financial • Making adjustments to stay on target with objectives • Positing for success • Bracing for what could go wrong 19 Commercial St. Portland, Maine www.broadreachpr.com 11
- 12. Thank you… Linda Varrell, APR Broadreach Public Relations 19 Commercial Street Portland, ME 04101 207-619-7350 lindav@broadreachpr.com www.broadreachpr.com www.twitter.com/broadreach www.Facebook.com/BroadreachPR 19 Commercial St. Portland, Maine www.broadreachpr.com